Digital Marketing in a Virtual World – BUSI 436

CG • Section 8WK • 11/08/2019 to 04/16/2020 • Modified 07/28/2020

Course Description

Students explore the principles required to successfully practice marketing in the virtual world of social media and electronic commerce between and among businesses and consumers.

Prerequisite

BUSI 330

Rationale

The U.S. Census Bureau News recently reported e-commerce sales increasing by 15.4% from the previous year. E-commerce accounts for approximately 6.5% of total sales with total sales increasing only 3.8% from the previous year. The significance of e-commerce sales increasing 15.4% from the previous year is a wonderful indicator that online sales will be a major portion of total sales in years to come. The e-commerce growth rate at five times that of the overall sales growth rate indicates a tremendous acceptance and use of e-commerce technology. Technology today is allowing a one-man business to be a global competitor in the business world. With this in mind, the student needs to know how to compete in e-commerce markets and how to effectively connect with his/her clients and customer base in the electronic world through Internet marketing to include e-commerce, social media, and many other realms of online marketing.

Measurable Learning Outcomes

Upon successful completion of this course, the student will be able to:

  1. Give examples of effective Internet-based tools for conducting marketing concepts in a virtual world.
  2. Design web strategies for increasing awareness of various organizations’ products and/or services.
  3. Develop a plan for incorporating web analytical tools to measure and control the progress of a web strategy.
  4. Integrate Christian worldview within the field of digital marketing and e-commerce.

Course Assignment

Textbook readings and lecture presentations

Course Requirements Checklist

After reading the Course Syllabus and Student Expectations, the student will complete the related checklist found in Module/Week 1.

Discussion Board Forums (8)

Discussion boards are collaborative learning experiences. Therefore, the student is required to provide a thread in response to the provided prompt for each forum. Each thread is to be 500 words and demonstrate course-related knowledge. In addition to the thread, the student is required to reply to 2 other classmates’ threads. Each reply is to be 300 words. The student will include citations of 2 scholarly, peer-reviewed research articles and 1 biblical integration in the thread as well as in each reply.

Research Papers (4)

The student will write a research-based paper with a minimum of 1,500 words in current APA format that focuses on the questions assigned each module/week pertinent to the assigned readings. The paper must include at least 2 scholarly references in addition to the course textbook and the Bible.

Internet Marketing Plan Outcome Papers (3)

The student will write a research-based paper with a minimum of 1,000 words in current APA format that focuses on specific segments of the Internet marketing plan. Each paper must include at least 2 scholarly sources in addition to the course textbook.

Internet Marketing Plan Final Project

The student will compile the Internet Marketing Plan Outcome Papers with the Final Project to create a conclusive plan. Thus, the Internet Marketing Plan Final Project paper will be a minimum of 4,000 words and will include 8 scholarly references in addition to the course textbook.

Quizzes (6) & Interactive Exercise (1)