The proliferation of internet, social media, and mobile channels are revolutionizing marketing techniques for businesses, governments, and individuals around the world. This course is intended to provide students cutting-edge technological expertise to keep pace by focusing on internet, social media, and mobile marketing. By the end of the course students are expected to be able execute a online m
arketing plan, specifically: 1) understanding their customers, markets, and own business; 2) developing a concrete marketing goal(s) based on this understanding; 3) selecting the appropriate online marketing mediums and mix to accomplish their goal; and 4) measuring, evaluating, and possibly reformulating their online marketing plan. Students will participate in the Google Online Marketing Challenge and work with a non-profit charity of their choice (see service learning section in syllabus for more details). Extensive use is made of popular-press articles, case studies, and social media message boards for instruction and students must constantly periodically check email accounts for correspondence.
