Academic Catalog

BUSI 59A: WEB MARKETING

Foothill College Course Outline of Record

Foothill College Course Outline of Record
Heading Value
Units: 5
Hours: 5 lecture per week (60 total per quarter)
Advisory: BUSI 59B or equivalent coursework or experience; demonstrated proficiency in English by placement via multiple measures OR through an equivalent placement process OR completion of ESLL 125 & ESLL 249.
Degree & Credit Status: Degree-Applicable Credit Course
Foothill GE: Non-GE
Transferable: CSU
Grade Type: Letter Grade (Request for Pass/No Pass)
Repeatability: Not Repeatable

Student Learning Outcomes

  • Knowledge – Demonstrate appropriate use of business terms and concepts.
  • Critical Thinking – critically analyze, evaluate and interpret information by integrating business knowledge in problem-solving and decision-making processes.
  • Students will demonstrate basic mastery of Internet Marketing by developing a simple internet marketing plan.

Description

Primary focus of this course will be on marketing strategies and techniques to help e-businesses reach potential customers, drive traffic to generate customer to e-business interaction, convert leads to sales, and to maintain customer relationships over time. This course gives students a deeper understanding of the part social media plays in a digital marketing strategy. Students will learn about different platforms and their best practices. Students will create a social media strategy.

Course Objectives

The student will be able to:
A. Conduct basic website analysis and optimization
B. Conduct online competitive analysis
C. Gather and interpret web analytics for decision making
D. Develop and manage a basic Internet Marketing Plan
E. Develop and launch simple internet advertising/PR campaigns
F. Conduct search engine marketing/optimization to improve search engine rankings
G. Apply social media marketing methods to generate effective marketing results across all phases of the customer lifecycle
H. Develop and launch simple internet advertising/PR campaigns

Course Content

A. Overview of e-marketing
1. Basic e-marketing concepts - bricks and clicks
2. In context of global markets
3. Changing practices
B. Strategic e-marketing objectives and planning
1. Establishing a web presence
2. Using hired help and ASPs
3. Brand strategies
4. Internet traffic patterns
C. Registering an effective domain name or web address
1. Choosing a top-level domain name
2. Registering domain name
D. Internet business marketing models: successful sites
1. Storefronts
2. Auctions
3. Small business
E. Search engine marketing
1. Search engine advertising
2. Search engine optimization
3. Link development
F. Social media marketing
1. Social media platforms
2. Social advertising
3. Social media CRM
4. Social media site targeting
G. Consumer behavior and communication
1. Cultural, social, psychological factors
2. Stages of consumer decision process
3. Internet user demographics
4. Cookies
5. Search engine optimization
H. Marketing segmentation and targeting strategies
1. Niche marketing
2. Free publicity strategies
3. Guerrilla marketing
I. Creating and maintaining web content
1. Effective email content
2. Creating exceptional website content
J. Driving traffic to your site: generating more hits
1. Affiliate ads partners
2. Setting conversion goals
3. Paid search strategies
K. Proactive marketing on and off the internet
1. Alternative options
2. Non-marketing proactive activities
L. Ethical and legal issues
1. Building credibility and trust
2. Legal issues
3. Ethical practices
4. Political issues
M. Emerging trends in web commerce
1. Adding mobile marketing
2. Blogs, vlogs, other media
3. Newer current practices
N. Marketing metrics and research on the internet: online resources
1. Web analytics
2. Online resources

Lab Content

Not applicable.

Special Facilities and/or Equipment

A. When offered on/off campus: Classroom and laboratory with internet connectivity, including access to a web server and web browsers (Internet Explorer, Firefox, or other browser compatible with ETUDES course management system).
B. When taught via Foothill Global Access on the internet: Students must have currently existing email accounts/email address and ongoing access to computers with email software, GUI web browsing capability, FTP/telnet client programs, and access to the web.

Method(s) of Evaluation

A. Business and internet concepts
1. In-class and/or online exercises and/or reports
2. Quizzes and exam(s)
3. Participation/interactivity in discussions
B. Technical mastery of internet concepts
1. Problem-solving and mini-projects
C. Integrated mastery of business and internet concepts, including technical application
1. Final project with functioning online components

Method(s) of Instruction

A. Lecture
B. Discussions (in-class/online)
C. Cooperative learning exercises
D. Demonstrations
E. Independent study
F. Industry guest lecturers/speakers

Representative Text(s) and Other Materials

Paulson, Matthew. Online Business From Scratch. 1st ed. American Consumer News, LLC, 2017.

Shiv, Singh. Social Media Marketing for Dummies. 3rd ed. Wiley Publishing Company, 2015.



Other current trade books and published materials/online resources on specific topic areas, such as email marketing, social media marketing, mobile marketing. For example:

Mobile Marketer: mobilemarketer.com/



When course is taught online: Additional information, notes, handouts, and/or other relevant course material will be delivered by email and on the web.

 

Types and/or Examples of Required Reading, Writing, and Outside of Class Assignments

A. Read assigned text chapters and reference resources

B. Complete assigned exercises based on selected options

C. Website reviews

D. Personalize the material to student's own e-business

E. Website marketing needs

 

Discipline(s)

Business