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Course Description

Course Description

According to Forrester, interactive marketing spending in the United States will grow to $61.3 billion in 2012, from $18.4 billion in 2007. As organizations continue to shift marketing dollars to the web, it becomes increasingly important for those involved in every discipline of marketing and executive management to understand the strategies and vehicles involved in implementing an effective interactive marketing plan.

This course examines the unique characteristics and benefits of interactive marketing, with a focus on using interactive marketing to solve basic and complex business problems.The integration of interactive marketing into broader marketing efforts will also be covered.

Course Objectives

Using a combination of practical coursework, guest speakers from various interactive marketing specialty areas and real-world discussion and exercises, students will be able to:

  • Understand the importance of Search Engine Marketing
  • Identify and explain major trends in web advertising, email marketing, social media marketing, and interactive public relations
  • Gain insight into metrics & ROI tracking for interactive campaigns

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