MRK518 - Interactive Marketing

Outline information
Semester
Schools offering this subject
Last revision date 2023-10-02 01:40:02.945
Last review date 2023-12-04 00:15:13.857

Subject Title
Interactive Marketing

Subject Description
As the customer is increasingly viewed as being at the centre of the marketing universe, it is becoming more important for firms to develop marketing strategies and tactics that will create opportunities for two-way communications with their customers.
 
This course provides the students with the necessary skills and tools to assess customer needs, build and maintain positive relationships, and manage customers' expectations in a growing and evolving electronic environment. Students, through the preparation of an interactive marketing plan, will evaluate an interactive marketing situation and recommend appropriate interactive solutions

Credit Status
MRK 518 is a one full credit subject.

Learning Outcomes
Upon successful completion of this subject the student will be able to:

Upon successful completion of this subject the student will be able to:
1. Develop an interactive marketing plan, including objectives, appropriate strategies, financial implications and success criteria.
2. Assess existing interactive marketing initiatives (print and electronic) using accepted models.
3. Recommend effective and efficient interactive marketing strategies to address existing business conditions.
4. Analyze various interactive marketing models (CRM, 1to1, permission marketing, etc.) to determine their effectiveness in resolving marketing problems and/or achieving marketing objectives.
5. Justify ideas/solutions efficiently and professionally in both verbal and written formats.
6. Analyze the implications of privacy concerns ethical standards on the implementation of an interactive marketing plan.
7. Explain the dimensions, limitations, and uses of data analytics and datamining in the interactive marketing environment.

Academic Integrity
Seneca upholds a learning community that values academic integrity, honesty, fairness, trust, respect, responsibility and courage. These values enhance Seneca's commitment to deliver high-quality education and teaching excellence, while supporting a positive learning environment. Ensure that you are aware of Seneca's Academic Integrity Policy which can be found at: http://www.senecapolytechnic.ca/about/policies/academic-integrity-policy.html Review section 2 of the policy for details regarding approaches to supporting integrity. Section 2.3 and Appendix B of the policy describe various sanctions that can be applied, if there is suspected academic misconduct (e.g., contract cheating, cheating, falsification, impersonation or plagiarism).

Please visit the Academic Integrity website http://open2.senecac.on.ca/sites/academic-integrity/for-students to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

Discrimination/Harassment
All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at student.conduct@senecapolytechnic.ca.

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Accessibility Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.

Camera Use and Recordings - Synchronous (Live) Classes
Synchronous (live) classes may be delivered in person, in a Flexible Learning space, or online through a Seneca web conferencing platform such as MS Teams or Zoom. Flexible Learning spaces are equipped with cameras, microphones, monitors and speakers that capture and stream instructor and student interactions, providing an in-person experience for students choosing to study online.

Students joining a live class online may be required to have a working camera in order to participate, or for certain activities (e.g. group work, assessments), and high-speed broadband access (e.g. Cable, DSL) is highly recommended. In the event students encounter circumstances that impact their ability to join the platform with their camera on, they should reach out to the professor to discuss. Live classes may be recorded and made available to students to support access to course content and promote student learning and success.

By attending live classes, students are consenting to the collection and use of their personal information for the purposes of administering the class and associated coursework. To learn more about Seneca's privacy practices, visit Privacy Notice.