This internet marketing course starts from the premise that the technologies that comprise the Internet are impacting traditional marketing and business relationships in fundamental ways. We will critically examine the ways in which marketers can leverage new technology to achieve functional efficiencies and to devise powerful marketing strategies. [access course outline for Fall 2017]
Topics covered will include:
Understanding customer needs and online behaviour; Web analytics; The internet and the marketing mix; Integrated marketing communications; Online marketing strategy and tactics; Planning and designing the customer experience; Social media marketing; Search marketing; Interactive advertising; eMail and viral marketing.
Assignment information and instructions
Writings & video blog post on internet marketing – Due: September 15th, September 29th, October 6th, October 20th at 4:30pm
Team project: internet marketing campaign – Report due Friday, December 1st, 4:30pm.
Presentations: Wednesday November 29th (class time)
Required readings, videos, and course materials for each week of the Fall 2017 course – select the week / topic from the links below
Week 1: Sept 4 – Sept 8: Introduction to internet marketing and the requirements of the course. Internet properties and the implications for marketing.
Week 2: Sept 11 – Sept 15: Demographic and behavioural targeting. Gaining trust online: Law, ethics, privacy
Week 3: Sept 18 – Sept 22: Getting found: Domain names. Optimizing web site content for search engines (SEO).
Week 4: Sept 25 – Sept 29: Getting found: User names, hashtags, and SEO for social media. Social media – authentic customer engagement
Week 5: Oct 2 – Oct 6: Search advertising (Pay-Per-Click)
Week 6: Oct 9 – Oct 13: Internet display advertising and paid media on social. Demographics and market research
Week 7: Oct 16 – Oct 20: eMail marketing
Week 8: Oct 23 – Oct 27: Mobile marketing. Bridging the physical and digital worlds in marketing
Week 9: Oct 30 – Nov 3: Social media – managing and measuring earned media
Week 10: Nov 6 – Nov 10: Website analytics and customer behaviour: understanding needs and measuring marketing success
Week 11: Nov 13 – Nov 17: Planning a customer-focused web presence: the hub of “owned” media
Week 12: Nov 20 – Nov 24: Content marketing and native advertising
Week 13: Nov 27 – Dec 1: Presentations