eM1 – Innovative Practices in eMarketing

 New Program 2018

Course 1 – Wednesdays, 6:30 p.m. – 9:30 p.m., Feb. 14, 21, 28; Mar. 14, 21, 28; Apr. 18, 25;

---

When you complete this course you will have the knowledge, skills and practice to understand/know how to do:

The course objective is to identify, learn and apply all the marketing tools available on the Internet to formulate an eMarketing Plan for a business, which will either be completely online or a combination of online and offline marketing.

Specifically, students will learn the basic eMarketing fundamentals, and they will work individually and in project teams to engage in in-depth exploration and research to find and use the online resources and tools related to the topic of investigation. Through this process, they will compile a sophisticated and extensive set of tools, which they will use throughout the course of study, as well as in their endeavors as future eMarketers. Upon completion of the curriculum, they will acquire the methodology to keep at par in the ever-evolving environment of the Internet. Upon completion of the course students will have created a blueprint of the eMarketing Plan: the course project.

Students will learn how to conduct market research and to identify potential markets by industry, by country, etc. Furthermore, they will learn how to create a database of e-mails and how to use them ethically and effectively. They will learn how the affiliate marketplace works, for both sellers and buyers, and they will sign-up with several affiliate programs with the goal to make their first online money. They will also see the power of article marketing and press releases by posting them on the Internet to acquire traffic. Students will also experiment online with organic search and pay-per -click advertisement schemes.

Course Topics

• eMarketing Business models
• eMarketing definitions and terms
• Internet history and statistics
• Integration of online and conventional marketing
• Market research
• Profiling and targeting potential customers
• Developing effective databases
• Customer relationship management
• Strategies, Goals, Target marketing
• Metrics for eMarketing

• Banner advertising design
• Banner Advertising strategies

• Email Marketing
• E-mail list rental/compilation – Permission marketing
• Demographics and Psychographics
• Software platforms for delivery of e-mail, use of auto-responders
• Design techniques – Writing styles
• Metrics for e-mail marketing
• HTML vs. plain text – hyperlinks, rich media and graphics, in e-mail
• Filtering systems, E-mail bounces, Timing of e-mail releases
• Ethics – Privacy issues – Spam – Legal issues – COPPA issues
• E-mail marketing planning, Managing e-mail marketing
• Strategic positioning of e-mail in the media mix

• Viral marketing

• Affiliate marketing
• Affiliate networks
• Product/Service supplier and Product/Service advertiser

• E-Commerce promotion tactics
• E-Commerce strengths and weaknesses

• webPR
• Online publicity
• Writing online press releases

• Effective search engine optimization
• Directory vs. search engine differences

• Paid Placement search engine models

• eMarketing Plan