New Media and Technology in Marketing

I.     Course Prefix/Number: MKT 266

       Course Name: New Media and Technology in Marketing

       Credits: 3 (3 lecture; 0 lab)

II.    Prerequisite

Recommended: MKT 131 or consent of instructor.

III.   Course (Catalog) Description

Course examines progress, potential and impact of the Internet, World Wide Web, and other forms of computing and telecommunications technology for online marketing of goods and service across a wide range of product categories.  Content includes investigation of the Internet as a business tool to increase effectiveness, efficiency, competitiveness, and to create new business models.  Students research current methods of online marketing, and then develop a site with marketing and maintenance plan for further development of business models and segments.

IV.   Learning Objectives

Upon course completion, students will be able to:

  1. Demonstrate the underlying economic and technical and marketing applications of electronic commerce and the internet by developing a multi media campaign.
  2. Develop business models of customer interaction and services delivery via the Internet.
  3. Develop comprehensive Websites plans including content applications, maintenance and integration with legacy systems.
  4. Design and plan implementation of an online campaign, including target audience identification and targeting, creative testing, budgets and projections.
  5. Analyze traffic patterns and sources through server log analysis.
  6. Use online and internet media to communicate, research, collaborate and publish.

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
www.oakton.edu/studentlife/student-handbook.pdf

VI.   Sequence of Topics

  • Overview of the technology trends and marketing opportunities
  • Pricing and Product Strategies
  • Electronic commerce: business-to-business and business-to-consumer
  • The economies of Electronic Markets
  • Security, Encryption and Intellectual Property
  • Information sharing and collaboration
  • Study of advertising on the Web: forms, players, costs, measurement and effectiveness, future evolution
  • Study an electronic market for a particular goods or services
  • Conceive an online business opportunity, study potential markets, allies and competitors, develop marketing plan

VII.  Methods of Instruction

Lecture, group work, guest speakers, and lab work involving use of computer and Internet will all be used to achieve educational goals.  Student’s teams will undertake group project work.  Each group will carry out two projects during the term and will then present their findings and analysis and via web pages that all can access.  The first set of projects will be research briefings, designed to provide background on some of the basic technologies and concepts of electronic commerce and marketing.  The second set of projects will involve the creation of online business including site plan, marketing plan, management and operations, financial and ROI.


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

VIII. Course Practices Required

Reading text and outside material
Oral and Web based presentations
Teamwork and collaboration
Use of computer and Internet media

IX.   Instructional Materials

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

Required: Assigned Materials

X.    Methods of Evaluating Student Progress

Web site Evaluation
Exam
Final Marketing Project and presentation

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 www.oakton.edu/title9/.

Resources and support for LGBTQ+ students can be found at www.oakton.edu/lgbtq.