· Internet Marketing, 4th Edition
By: Zahay, Debra / Roberts, Mary Lou ISBN: 978-0-357-03388-3
Week 1 Foundations of Internet Marketing
Assigned Reading in Internet Marketing (Roberts & Zahay, 4th Edition):
Chapter 1 – Internet and Mobile Marketing in the Digital Ecosystem
Chapter 3 – Business Models and Strategies
Chapter 4 – Direct Response & Database Foundations of Internet Marketing
Chapter 8 – Content Marketing
Assigned Videos
Discussions – Initial post and two quality peer responses on each topic
Exam 1 – Multiple choice covering Week 1 reading
Week 1 Assignment – Digital Marketing Plan
Week 2 Essential Internet Marketing Tools
Assigned Reading in Internet Marketing (Roberts & Zahay, 4th Edition)
Chapter 7 – Display and Mobile Advertising for Customer Acquisition Chapter 9 – Email Marketing to Build Consumer and Business Relationships Chapter 10 – Search Engine Marketing Chapter 11 – Paid Search and Social Advertising
Assigned Videos
Discussions — Initial post and two quality peer responses on each topic
Exam 2 – Multiple choice covering Week 2 reading
Week 2 Assignment – Digital Marketing Plan
Week 3 More Internet Marketing Tools, Strategies & Programs
Assigned Reading in Internet Marketing (Roberts & Zahay, 4th Edition)
Chapter 5 – Social Media Marketing as a Cornerstone of Strategy Chapter 14 – Customer Relationship Development and Retention Marketing Chapter 15 – Developing and Maintaining Effective Online and Mobile Websites Chapter 16 – Digital Customer Service and Support in the Digital Era
Assigned Videos
Discussions — Initial post and two quality peer responses on each topic
Exam 3 – Multiple choice covering Week 3 reading
Week 3 Assignment – Digital Marketing Plan
Week 4 Evaluating Performance, Social & Regulatory Issues, Mobile Marketing
Assigned Reading in Internet Marketing (Roberts & Zahay, 4th Edition)
Chapter 12 – Mobile Marketing Chapter 17 – Social and Regulatory Issues: Privacy, Security, Intellectual Property Chapter 18 – Measuring and Evaluating Digital Marketing Programs