MRK518 - Interactive Marketing

Outline information
Semester
Schools offering this subject
Last revision date May 30, 2018 1:03:35 PM
Last review date Jul 30, 2018 10:00:12 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
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: http://www.senecacollege.ca/about/policies/academic-integrity-policy.html 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 http://open2.senecac.on.ca/sites/academic-integrity/for-students to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

Discrimination/Harassment
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 student.conduct@senecacollege.ca.

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.