Oct 02, 2023  
2016-2017 Catalog 
2016-2017 Catalog [PAST CATALOG]

ESI 127 - eMarketing

3 credit hours - Three hours weekly; one term.
Learn the core concepts of an eMarketing campaign. Explore email marketing, online advertising, social media, viral marketing, website copywriting and design and other electronic tools used in supporting a traditional marketing campaign.

Crosslisted: Also offered as BPA 127 ; credit is not given for both ESI 127 and BPA 127 .

Course Outcomes
Upon successful completion of this course, students will be able to:

  • 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.
Core Competencies
Core 1 Communication Core 2 Technology Fluency Core 3 Information Literacy Core 5 Self Management Core 6 Scientific Reasoning Core 7 Quantitative Reasoning Core 9 Global Perspective Core 10 Innovative and Critical Thinking