|
May 02, 2024
|
|
|
|
BA 3630 - Social Media Marketing Strategies3 lecture hours 0 lab hours 3 credits Course Description This course examines the business and marketing decisions a firm faces when attempting to establish an electronic business presence on the Internet. E-business involves more than just Internet sales transactions. It affects an organization’s infrastructure, marketing channels, customers, and supply chain. Focus is on what a manager needs to know about Internet infrastructure, strategy formulation and implementation, technology concepts, public policy issues, and capital infrastructure in order to make effective business decisions. The course covers emerging e-business models, developing an Internet strategy, using the Internet for customer relationship management, conducting business through the Internet, and establishing a Web presence. (prereq: MS 361 ) Course Learning Outcomes Upon successful completion of this course, the student will be able to:
- Understand Internet technoogies and how they are used to transform existing busiess processes
- Identify and implement new business models that have emerged due to the Internet
- Have the knowledge to integrate marketing plans and marketing communications techniques for an eBusiness venture including performance measurements
- Achieve an awareness of the complex social, legal, and public policy issues affecting e-commerce and eBusiness
- Develop a comprehensive eBusiness plan to establish a Web presence for an existing organization
Prerequisites by Topic Course Topics
- Scope of e-commerce and eBusiness
- Internet technology and infrastructure
- Payment technologies and security issues
- Market opportunity analysis
- Value proposition
- Online business models
- Customer Interface using the 7Cs of design
- Marketing communications framework
- Branding
- Organizational structures for eBusiness
- Integrative resource systems
- Metrics
- Website development process
- Website architecture
- Human and financial resource allocation
- Media transformation
- Public policy and related issues including ethics and legal issues
- Knowledge management
Coordinator Michael Payne
Add to Portfolio (opens a new window)
|
|