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Impact Lives

MBA 676 Marketing Strategies in the Digital Age

Credits: 
4

Harness the power of digital technologies to optimize and enhance your marketing efforts.

Format: Online
Duration: 8 weeks

The Internet has revolutionized marketing, advertising and sales. The way products and services are perceived, accessed and sold has forever changed. In MBA 676 Marketing Strategies in the Digital Age, you will review the history of the Internet and its emergence as a marketing super power. You will examine the benefits of supply chain integration while differentiating between supply chain, value chain, and virtual value chain. You will analyze Internet business models to include the core value proposition, revenue streams, costs, and planned direction of growth. You will also consider the Internet’s role as a direct response medium. Videos, blogs, and online ads are just a few of the Internet tools that can boost customer acquisition, conversion and retention. Y will explore the use of each tool, and examine event marketing, publicity, affiliate marketing, and portal sponsorships.

No discussion of the Internet would be complete without a look at social media and the influence it has had on marketing, publicity and consumer perception. You will learn how to craft a successful email marketing strategy as email continues to be a relevant channel if undertaken in an effective manner. You will become familiar with Pay-Per-Click (PPC) advertising as well as Search Engine Optimization (SEO), which makes it easier for consumers to find your product online. Wireless and mobile marketing continue to emerge as smartphones continue to advance and people use them for expanded functions. You will analyze the steps necessary to develop a mobile marketing campaign.

What You will Learn in MBA 676

By recognizing the steps in generating and managing sales leads, you will be able to identify appropriate digital channels to further improve overall results. While marketing firms traditionally tend to lean toward programs and acquisition, Customer Relationship Management (CRM) is a long-term approach that utilizes ongoing dialog and a process of continuous improvement. You will learn about CRM as well as the analytics that exist in databases. You will also consider the factors that make both informational and transactional websites strategic, on-budget and successful at offering a satisfying customer experience.

SAMPLE ASSIGNMENT

You and a team of classmates will form a marketing firm and compete with other teams in this class. Over the duration of this course, your team will develop an integrated marketing presentation intended for the CEO and board of a major outdoor gear company. This project will consist of a written 15–25 page proposal and a 20–25 PowerPoint presentation with lecture notes.

While not a marketer’s direct responsibility, the issues of security, privacy and intellectual property can affect customer experience. You will come to understand the importance of establishing a legally binding privacy policy for your online experience. Knowledge management is a skill set built around supporting the work of employees and building automated systems that perform as well as the company’s best employees. You will see how is used to elevate the standard for customer encounters.

Course Topics

Throughout this course, weekly topics may include but are not limited to:

  • Use of the Internet
  • Business Models and Strategies
  • Branding and Customer Acquisition
  • Email Marketing, Search Engines and Mobile Marketing
  • Customer Relationships and Customer Service
  • Websites and Programs - Measure and Evaluate
  • Privacy, Security and Intellectual Property
  • The Presentation

Course Learning Outcomes

Upon successful completion of MBA 676, you will be equipped to:

  • Examine how the Internet affects marketing strategy.
  • Examine Internet business models to improve strategic positioning.
  • Demonstrate social media strategies for marketing.

Request More Information Today

To learn more about the online Master of Business Administration curriculum from Benedictine University, including Marketing Strategies in the Digital Age, call (866) 295-3104 to speak with a program manager or request more information.

Course content and outcomes may vary and are subject to change without notice.