MKM916 - Interactive Marketing

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Last revision date Apr 6, 2020 8:29:06 AM
Last review date Apr 6, 2020 8:29:26 AM

Subject Title
Interactive Marketing

Subject Description
As the customer is increasingly viewed as being at the centre of the marketing universe, it is becoming more important for firms to develop marketing strategies and tactics that will create opportunities for two-way communications with their customers. This course provides the students with the necessary skills and tools to assess customer needs, build and maintain positive relationships, and manage customers' expectations in a growing and evolving electronic environment. Students, through the preparation of an interactive marketing plan, will evaluate an interactive marketing situation and recommend appropriate interactive solutions.

Credit Status
MKM916 is a one full credit subject.

Learning Outcomes
Upon successful completion of this subject the student will be able to:

1. Develop an interactive marketing plan, including objectives, appropriate strategies, test plan, financial implications and success criteria.

2. Assess existing interactive marketing initiatives (print and electronic) using accepted models.

3. Recommend effective and efficient interactive marketing strategies to address existing business conditions.

4. Analyze various interactive marketing models (1 to 1, permission marketing, etc.) to determine their effectiveness in resolving marketing problems and/or achieving marketing objectives.

5. Justify ideas/solutions efficiently and professionally in both verbal and written formats.

6. Analyze the implications of privacy legislation and ethical standards on the implementation of an interactive marketing strategies and plans.

Essential Employability Skills
Communicate clearly, concisely and correctly in the written, spoken and visual form that fulfils the purpose and meets the needs of the audience.

Apply a systematic approach to solve problems.

Use a variety of thinking skills to anticipate and solve problems.

Locate, select, organize, and document information using appropriate technology and information systems.

Interact with others in groups or teams in ways that contribute to effective working relationships and the achievement of goals.

Manage the use of time and other resources to complete projects.

Take responsibility for one's own actions, decisions, and consequences.

Academic Integrity
Seneca upholds a learning community that values academic integrity, honesty, fairness, trust, respect, responsibility and courage. These values enhance Seneca's commitment to deliver high-quality education and teaching excellence, while supporting a positive learning environment. Ensure that you are aware of Seneca's Academic Integrity Policy which can be found at: Review section 2 of the policy for details regarding approaches to supporting integrity. Section 2.3 and Appendix B of the policy describe various sanctions that can be applied, if there is suspected academic misconduct (e.g., contract cheating, cheating, falsification, impersonation or plagiarism).

Please visit the Academic Integrity website to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Accessibility Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.