Interactive Marketing

I.     Course Prefix/Number: MKT 265

       Course Name: Interactive Marketing

       Credits: 3 (3 lecture; 0 lab)

II.    Prerequisite

WWW 131 or MKT 131, or MKT 165 e-Business (recommended) Hands-on experience using word processing, the Internet, and e-mail recommended.

III.   Course (Catalog) Description

Course focuses on necessary Internet marketing and advertising channels.  Content includes understanding how media requires different types of strategies to reach and communicate with its customers; examining successful web sites to find out what works; maintaining and keeping web site interesting while accomplishing specific business goals.

IV.   Learning Objectives

Students will be able to:
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 and Student Conduct

Students and employees at Oakton Community College are required to demonstrate academic integrity and follow Oakton's Code of Academic Conduct. This code prohibits:

• cheating,
• 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.

Please review the Code of Academic Conduct and the Code of Student Conduct, both located online at

VI.   Sequence of Topics

The Information Superhighway
The Five w’s of Web Marketing
Web Marketing Myths and Facts
Internet Psychology
Developing strategies and the Game Plan
Do’s and Don’ts of Web Marketing
Attracting Customers
Web Sponsorship
Legal and Privacy issues
Maintaining Web site
The Internet
Online Ad Models
Internet Fundamentals – Operations, Management and the Web
Internet Direct Marketing
The Art and Science of Web Measurement
Ad Management
Targeting – The Online Advertising Advantage
Market Research – Information is Your Competitive Advantage
Buying Online Ads
Segmentation – What is too much?
Going Local
Legal Issues Every Internet Advertiser Should Know
Internet Marketing Landscape
Multi-Channel Marketing

VII.  Methods of Instruction

Lecture, group work, guest speakers.

Course may be taught as face-to-face, hybrid or online course.

VIII. Course Practices Required

Reading text and outside materials
Writing:  proposals and copy for a web site
Oral Presentations
Team Work
Computer use of the Internet

IX.   Instructional Materials

Note: Current textbook information for each course and section is available on Oakton's Schedule of Classes.

Varies by instructor.

X.    Methods of Evaluating Student Progress

Class Participation and Attendance            25%
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.

Oakton Community College is committed to maintaining a campus environment emphasizing the dignity and worth of all members of the community, and complies with all federal and state Title IX requirements.

Resources and support for
  • pregnancy-related and parenting accommodations; and
  • victims of sexual misconduct
can be found at

Resources and support for LGBTQ+ students can be found at