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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

MKT 265 recommended. Hands-on experience using word processing, the Internet, and e-mail recommended.

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.  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

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.
Details of the Code of Academic Conduct can be found in the Student Handbook.

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
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
Internet Fundamentals
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

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, media-based, 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.

Varies by instructor.

X.    Methods of Evaluating Student Progress

Class participation and attendance:         25%
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 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.