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.

Using a combination of practical coursework, guest speakers from various interactive marketing specialty areas and real-world discussion and exercises, students will learn to build an interactive marketing strategy utilizing tactics such as:

§         Web Presence Design & Development

§         Search Engine Marketing

§         Web Advertising

§         Email Marketing

§         Social Media Marketing

§         Interactive Public Relations

§         Marketing Measurement & ROI Tracking