ESI 127 - eMarketing

• Demonstrate knowledge of the importance of the Internet and technology for Marketing
  • Explain the various ways in which people access and use the Internet.
  • Explain how a domain name works.
  • Define key terms including URL, IP address, domain, subdomain, TLD, and directory.
• Demonstrate an understanding of the various tools used in eMarketing
  • Explain the different types of e-mail used in marketing.
  • Demonstrate the ability to plan an e-mail campaign.
  • Explain the importance of analyzing the effectiveness of an e-mail campaign.
  • Define different types of online advertising opportunities.
  • Explain the different types of online payment models for online advertising.
  • Demonstrate the ability to plan an online advertising campaign.
  • Discuss the fundamental concepts of affiliate marketing.
  • Demonstrate the ability to set up an affiliate marketing campaign.
• Demonstrate knowledge of search marketing
  • Explain how search engines work.
  • Discuss the difference between PPC (pay per click) and SEO (search engine optimization.)
  • Explain how a web site needs to be structured for search engine optimization.
  • Explain the elements of a pay per click advertisement.
  • Demonstrate the ability to set up a pay per click advertising campaign.
• Demonstrate knowledge of social media as a marketing tool
  • Explain the fundamental concepts behind social media.
  • Demonstrate the ability to set up a social media campaign.
  • Identify the benefits of social media for marketers.
  • Describe the pros and cons of using social media as a marketing tool.
• Demonstrate knowledge of crowdsourcing and its impact on eMarketing
  • Identify the different types of crowdsourcing.
  • Explain the different ways crowdsourcing is used.
  • Discuss the importance of the community involved in crowdsourcing.
  • Discuss how crowdsourcing may impact the future of marketing.
• Demonstrate knowledge of viral marketing
  • Describe the different types of viral marketing.
  • Demonstrate the ability to set up a viral marketing campaign.
• Demonstrate knowledge of online reputation management
  • Discuss why listening to the buzz online is crucial to online reputation management.
  • Discuss how to monitor and analyze what is being said online.
  • Describe how to lead and engage in conversation online.
  • Explain how brands can recover from an online threat.
• Demonstrate knowledge of Web Public Relations
  • Explain the basic fundamentals of Web public relations.
  • Demonstrate the best practices for writing an article for online syndication.
  • Describe how search and social media are a powerful combination for press releases.
  • Describe how an online press room works.
  • Explain how to pitch an article to bloggers.
• Demonstrate knowledge of marketing’s role in web site development and design
  • Describe the fundamental concepts of usability for web site design.
  • Explain how to make a web site visible to search engines.
  • Explain how web design can affect web performance.
• Demonstrate ability to write copy for the Internet
  • Discuss how online copywriting works.
  • Describe short copy and its importance.
  • Describe long copy and how it should be used.
• Demonstrate knowledge of web analytics and conversion optimization
  • Explain the fundamentals of web analytics and conversion optimization.
  • Discuss the importance of web analytics to eMarketing.
  • Discuss the importance of conversion optimization to eMarketing.
  • Explain why tracking and data collection are important to eMarketing.
  • Describe data analysis and why it is important to eMarketing.
• Demonstrate knowledge of mobile marketing
  • List the three categories of mobile phone and how they are used in eMarketing.
  • Explain short message service (SSM) and how it works in eMarketing.
  • Explain multimedia message service (MMS) and how it works in eMarketing.
  • Discuss the role that mobile web plays in eMarketing.
• Demonstrate knowledge of online customer relationship management
  • Discuss the different types of electronic customer relationship management.
  • Explain how using customer relationship management can give a company useful information to be applied to its eMarketing channels.
  • Describe how technology influences customer relationship management.
• Demonstrate knowledge of marketing research
  • List the differences between quantitative and qualitative research.
  • Describe how to gather quantitative and qualitative research.
  • Discuss the importance of online research panels.
  • Explain primary and secondary research.
  • Demonstrate the ability to develop online surveys
• Demonstrate ability to create an eMarketing campaign
  • Describe how the four “P”s of marketing have been influenced by the Internet.
  • Explain the steps of a marketing plan.
  • Describe how eMarketing should fit into the overall marketing campaign.
  • Explain eMarketing tactics and their outcomes.