MKTG220 Marketing on the Internet

Department of Business Studies: Marketing

I. Course Number and Title
MKTG220 Marketing on the Internet
II. Number of Credits
3 credits
III. Minimum Number of Instructional Minutes Per Semester
2250 minutes
IV. Prerequisites
V. Other Pertinent Information
This course will require students to complete and submit a written report on research on an Internet marketing topic using both print and electronic sources. Students will also be required to create a marketing plan to create a basic web page and to mount the web page on a web server. The assignments will be designed to provide the student exposure to a basic understanding of the mechanics of web page creation emphasizing statistical data gathering elements and marketing features, and the role that Internet marketing plays in a total marketing plan.
VI. Catalog Course Description
This course provides the student with a foundation to use the Internet as a marketing tool. It also covers the technical basics of how to create and retrieve Internet based information.
VII. Required Course Content and Direction
  1. Learning Goals:

    1. To understand the role of the Internet in a comprehensive marketing plan.
    2. To understand the components of Web-site creation and maintenance.
    3. To understand the components of and be able to write an Internet marketing proposal.
    4. To understand the elements of good Web-site design.
    5. To understand how to evaluate Web-design companies.
    6. To be able to create a basic Web-site.
    7. To be able to transfer files to and manage files and directories on a web server.
  2. Planned Sequence of Topics and/or Learning Activities:

    1. Internet and Marketing Overview
      1. The Internet as a Mass Communication Tool
        1. Basic functions
        2. User profiles
      2. General Marketing Implementation Strategies
        1. Content and use
        2. On-line design strategies
        3. Setting goals
    2. Creating a Marketing Plan
      1. Components of an Internet Marketing Plan
        1. Business overview
        2. Company overview
        3. Product and market definition
      2. Analyzing statistics
      3. Gathering and using server data
      4. Understanding user statistics
      5. Communication strategies
      6. Traditional marketing principles
      7. Hybrid marketing principles
      8. Objectives, strategies, and tactics for improving marketing.
  3. Assessment Methods for Core Learning Goals:

  4. Reference, Resource, or Learning Materials to be used by Students:

    1. See course outline for required textbook
    2. Online resources
VIII. Teaching Methods Employed
  1. Lecture
  2. Online Discussion
  3. Development of Websites
  4. Development of Marketing plans

Review/Approval Date - 4/99; Revised 4/05