MRK518 - Interactive Marketing

Outline information
Schools offering this subject
Last revision date Jun 3, 2019 12:00:33 AM
Last review date Aug 2, 2019 12:15:00 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 and interactive marketing situation and recommend appropriate interactive solutions.

Credit Status
MRK 518 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, 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 (CRM, 1to1, 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 concerns ethical standards on the implementation of an interactive marketing plan.

7. Explain the dimensions, limitations, and uses of data analytics and datamining in the interactive marketing environment.

Academic Integrity
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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.

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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.