Conversion and Optimization – BUSI 439

CG • Section 8WK • 11/08/2019 to 04/16/2020 • Modified 04/05/2022

Course Description

This course covers the principles, functions, and techniques of web analytics, site optimization, and conversion strategies related to digital marketing. The information covered in this course will provide students with knowledge of how to successfully reach and influence potential consumers and convert them into customers. The course also covers the financial impact of conversion strategies on the firm.

For information regarding prerequisites for this course, please refer to the Academic Course Catalog.

Rationale

Conversion and optimization are vital business practices that enable organizations to reach, qualify, and convert customers. The fact that e-commerce sales have increased at an astounding 15.4% growth rate during the last few years is a good barometer that sales from the Internet are emerging as a major revenue source for both B2C and B2B markets. This course provides the student with the knowledge to develop and demonstrate his/her expertise in creating sustainable revenue and profit-growing solutions. Digital marketers must understand how to effectively utilize conversion and optimization tools to contribute sustained value in the world of e-commerce.

Measurable Learning Outcomes

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

  1. Discuss effective Internet-based tools for conducting conversion and optimization marketing practices in a virtual world.
  2. Create conversion and optimization web strategies for the hypothetical or “real world” clients.
  3. Develop web analytical algorithms used to measure the progress of conversion and optimization web strategies.
  4. Justify the financial impact of conversion and optimization web strategies on the firm that result in sustained growth in revenues and profits for businesses.
  5. Integrate a Christian worldview within the field of digital marketing related to conversion and optimization strategies.

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 the Course Overview.

Discussions (4)

Discussions are collaborative learning experiences. Therefore, the student is required to provide a thread in response to the provided topic for each discussion. The student will post one thread of at least 500 words, then post 2 replies of at least 250 words. For each thread, students must support their assertions with at least 2 scholarly citations and 1 biblical integration in APA format. Each reply must incorporate at least 2 scholarly citations and 1 biblical integration in APA format. 

Case Study Project Assignments (3)

Each student will be responsible for analyzing conversion and optimization business case studies. Each student will write a research-based paper in a minimum of 1,500 words in current APA style that focuses on defining business problems and developing Conversion and Optimization Web Strategies that solve the problems with clearly measurable results. Each paper must include at least 3 primary sources referenced in addition to the course textbook. 

Case Study Reading Access:

The student may choose to purchase the available case study materials from the link below, or the student may choose a Company that is meaningful to him/her, after receiving approval from the professor.  

To access the Dewmocracy or American Eagle Outfitter cases, simply click on the link below, also posted in the Week 1 Announcements.

https://home.stukent.com/join/523-95C

Case Study Project: Overview, Formatting, and Introduction Assignment

In preparation for the Case Study Final Project: Conversion and Optimization Strategy Plan Assignment, the student will complete an overview of the project that he/she is completing. This assignment will include a table of contents with 7–9 headings. The student will also provide an introduction to the Case Study Final Project: Conversion and Optimization Strategy Plan Assignment that contains at least 100 words. Current APA formatting must be used.

Case Study Final Project: Conversion and Optimization Strategy Plan Assignment

The student will complete a Conversion and Optimization Strategy Plan. This assignment will be a minimum of 4,000 words and will include at least 8 scholarly references in addition to the course textbook. Current APA formatting must be used.

Quizzes (6)

The student will complete 4 open-book/open-note quizzes in this course. Each quiz will contain 22 multiple choice, true/false, and essay questions selected from the study questions at the end of each chapter of the course textbook. The student will have a 45-minute time limit in which to complete each quiz, as it must be completed in a single attempt.