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)
III. Course (Catalog) Description
IV. Learning Objectives
1. Assess the underlying economic and technical and marketing applications of electronic commerce and the Internet.
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.
7. Recognize fundamentals of how the internet works.
8. Evaluate traditional advertising models leveraged by marketers.
9. Assess new and emerging advertising platforms and technologies for the Internet.
10. Explore the role the internet plays in the continuing evolution of advertising.
11. Measure the effect of technology on advertisers and the shift to customer centric marketing.
12. Analyze consumer behavior and activity, and learn how to leverage for more effective marketing strategies.
13. Develop comprehensive marketing plan to promote a product or service via Internet advertising.
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
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
The Twenty-First Century Marketing Mix
Shift from general mass marketing to customer centric marketing
Changes in marketing metrics: shifting from Impressions to Impact
The increase role of accountability and measurement in advertising
The Internet Advertising Landscape
Online Ad Models
Ad Operations & Management
Identifying Online Users and defining your target audience
The Art and Science of Web Measurement
Targeting – The Online Advertising Advantage
Legal Issues Every Internet Advertiser Should Know, Privacy and Security Concerns
VII. Methods of Instruction
Course may be taught as face-to-face, media-based, hybrid or online course.
VIII. Course Practices Required
Oral and Web based presentations
Teamwork and collaboration
Use of computer and Internet media
IX. Instructional Materials
Varies by instructor.
X. Methods of Evaluating Student Progress
Short papers on various emarketing topics: 30%
Web 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 Office of Access, Equity and Diversity. 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.