XCPD-733 - E-commerce Strategy

Course Description

Course Description

This course focuses on the variety of applications used for e-commerce. It examines the business processes involved in selecting appropriate media based on product and/or content, developing media buying strategy, and integrating digital communication into marketing practices.

For the manager overseeing an e-commerce operation of any size or in any stage of development, understanding the role of the web as an advertising channel to attract and retain business is critical. Businesses of all sizes can precisely target customers with ample opportunities to measure the return on advertising dollars.

Course Objectives

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

• Select appropriate media based on product and/or content.
• Develop media buying strategies and integrate digital communication into marketing practices.
• Describe strategies required to oversee an e-commerce operation.
• Discuss the role of the web as an advertising channel to attract and retain business.
• Develop, implement, and analyze an online advertising campaign.

Notes

Students will be expected to spend approximately $50-75 to develop, implement, and analyze an online advertising campaign in real time.