Course Code: MKTG 251
Academic Year: 2021-2022
This course provides a theoretical and practical view of internet marketing, giving students an understanding of the conventions, approaches and tools used to drive business. Students learn to write for the online environment and drive business using search engine optimization, display online ads, pay-per-click advertising, social media, public relations, email marketing and blogs. They also learn to use online analytics to monitor and measure approaches used to drive website traffic and recommend changes. The role of ad serving platforms and affiliate marketing are also discussed as internet marketing tools. Students will complete a number of tests and assignments in this course to ensure knowledge is applied and practised. The major project requires students to create and manage a blog from the start of the semester until its completion and use it as an online platform to which they drive traffic using internet marketing tools. The course is designed with weekly classroom and lab sessions to ensure internet tools are clearly explained and applied by all students on a weekly basis through assignments that must be completed in the lab. Attendance is required at all classroom and lab sessions.