MKT-250 - Digital Marketing3 credits
Basic marketing concepts will be applied to e-commerce. These concepts include market research, consumer behavior, market segmentation, target consumers, product strategy, branding, pricing, and promotional mix. An introduction to strategic, tactical, and operational planning aspects of the marketing process will also be covered. The unique reasons e-commerce consumers make purchases will be compared and contrasted to the reasons consumers in general make purchases. Attention will also be given to promoting a website. Sample sites will be analyzed, and possible strategies for enhancing exposure developed.
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