I. Course Prefix/Number: MKT 265
Course Name: Interactive Marketing
Credits: 3 (3 lecture; 0 lab)
III. Course (Catalog) Description
IV. Learning Objectives
1. Assess successful business strategies using the internet.
2. Differentiate between the variety of customers who uses the internet and how to attract them
3. Develop new strategies for the Internet
4. Appraise website plans
5. Integrate security and legal issues
6. Propose a plan to use a site to increase sales
7. Weigh the future of Interactive Marketing
8. Present available online Ad Models and compare and contrast benefits of each.
9. Identify operations management and the web, how data flows, and how information is leveraged for marketing to consumers.
10. Demonstrate how the Internet can be leveraged for Direct Marketing to individuals
11. Measure how consumer activity and behavior is captured. This also includes tying back purchases or desired outcomes to online campaigns that initiated activity and calculation of ROI.
12. Examine the fundamentals on online Ad Management (scheduling, creating, reporting, auditing)
13. Evaluate advantages of online advertising over traditional channel advertising
14. Explore how marketing research can be leveraged as a competitive advantage.
15. Demonstrate how to buy and sell online advertisements
16. Determine how to target consumers at a local level
17. Assess legal and privacy issues reshaping the eMarketing landscape
18. Evaluate what Multi-Channel Marketing is and why it will be required in the future.
V. Academic Integrity
• plagiarism (turning in work not written by you, or lacking proper citation),
• falsification and fabrication (lying or distorting the truth),
• helping others to cheat,
• unauthorized changes on official documents,
• pretending to be someone else or having someone else pretend to be you,
• making or accepting bribes, special favors, or threats, and
• any other behavior that violates academic integrity.
There are serious consequences to violations of the academic integrity policy. Oakton's policies and procedures provide students a fair hearing if a complaint is made against you. If you are found to have violated the policy, the minimum penalty is failure on the assignment and, a disciplinary record will be established and kept on file in the office of the Vice President for Student Affairs for a period of 3 years.
Details of the Code of Academic Conduct can be found in the Student Handbook.
VI. Sequence of Topics
The Five w’s of Web Marketing
Web Marketing Myths and Facts
Developing strategies and the Game Plan
Do’s and Don’ts of Web Marketing
Legal and Privacy issues
Maintaining Web site
Online Ad Models
Internet Fundamentals – Operations, Management and the Web
Internet Direct Marketing
The Art and Science of Web Measurement
Targeting – The Online Advertising Advantage
Market Research – Information is Your Competitive Advantage
Buying Online Ads
Segmentation – What is too much?
Legal Issues Every Internet Advertiser Should Know
Internet Marketing Landscape
VII. Methods of Instruction
Course may be taught as face-to-face, media-based, hybrid or online course.
VIII. Course Practices Required
Writing: proposals and copy for a web site
Computer use of the Internet
IX. Instructional Materials
Varies by instructor.
X. Methods of Evaluating Student Progress
Short Papers of Various eMarketing Topics 30%
Website Marketing Plan 35%
Class Presentation of Web Marketing Plan 10%
XI. Other Course Information
If you have a documented learning, psychological, or physical disability you may be entitled to reasonable academic accommodations or services. To request accommodations or services, contact the Access and Disability Resource Center at the Des Plaines or Skokie campus. All students are expected to fulfill essential course requirements. The College will not waive any essential skill or requirement of a course or degree program.