MKTG 477. Internet Marketing Practicum

3.00
With an applied focus, this course introduces students to some of the most important and fastest growing sectors in online marketing. Students apply marketing theories in a uniquely applied manner as they become active learners involved in an online marketing campaign, facing real pressures similar to those in the professional workplace (i.e., account management, client relationships, financial constraints, market competition, time limitations, technology, etc.). Student teams will work with actual clients on online marketing campaigns. Throughout their campaigns, students continually make finance, advertising and marketing decisions. Students gather real world data using online marketing dashboards to gain a strong understanding of real market conditions. Students experience traditional advertising concepts such as copy writing, cost per thousand (CPM), return on investment, as well as online marketing concepts such as click-through-rate (CTR), cost-per-click (CPC), conversion rates, landing page strategies, and optimization techniques Prerequisite: MKTG 470 and permission of the instructor.