AMERICAN INTERNATIONAL UNIVERSITY – BANGLADESH

Faculty of Business Administration

Department of MIS
BBA Program
COURSE OUTLINE (Summer 2017-18)

I. Course Title : Web-based Marketing

II. Nature : Major Course
III. Credit : 3 credit hours
IV. Pre-requisites : Computing and Business Applications and Management Information System

V. Course Description
This course allows the students to get familiar with the opportunities availed to the marketing arena due to the
emergence of the internet media. With the advancement into the technological arena, the marketing industry
has also faced a dramatic change. This course enables the students to learn about the tools and techniques of
E-marketing, like developing the Consumer User persona, techniques to influence the digital consumers’
decision, generating Customer Experience Mapping etc. The students will also get to learn the basics
functioning of the Google Adwords, which will give them an advantage for their future digital Marketing
Career. Other topics covered in this course are Search Engine optimization, Social Media Marketing,
Remarketing, Keyword research and others. Students will be introduced to the broad array of interactive
marketing programs including an overview of Internet marketing, online acquisition, online conversion, online
retention, online analytics, and data-­‐driven marketing. This course will cover the advantages and challenges
as well as identify key differences between Internet marketing and traditional marketing.

VI. Course Objectives

At the end of the course, the students will be able to:
- Recite differences between traditional marketing and Internet marketing
- Identify the opportunities through digital media for marketeers.
-Target the specific customer groups based on online analytical data.
-Evaluate the differences between various Internet marketing programs
-Explain how Internet marketing programs can be developed and measured

VII. Teaching Methodology

We will be spending most of the class hours in lectures and (in-class) case discussions. These sessions are
devoted to discussion of theories, concepts and analytical techniques. The sessions are often accompanied by
assigned readings from sources listed in the syllabus. It is expected that classes will be proactive with
contribution from all participants. Visual presentation (power point) will be used for better understanding of
various topics in the course though Some video tutorials will be provided as well. Practical demonstration of
relevant software will accompany the theoretical discussions.

There will be both group and individual assignments to be completed throughout the semester. Each work of
submission should be original, and any sign of misconduct will be duly punished.

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 VIII. Topics to be Covered:

Topic Specific objective (s) Time Suggested Teaching

Frame Activities Strategy
Introduction to -Definition of E-Marketing,
Digital Marketing -Difference with traditional marketing, Week
-Primary tools of Digital Marketing 1
Understanding the -Conceptual tools for understanding customer
Consumer Case Study: Path to
-Key concepts for thinking about your target audience Purchase -Power Point
Behavior -How digital has affected customer behavior Presentation,
-Class
Developing User -Understanding the Target User Persona Week Assignment 01: demonstration
Persona -Tools and Techniques for developing User Persona 2 Developing User -Whiteboard
-Introduction to Several sites, Social Media Analytics to Persona and Customer Illustration
gather real time data to create User Persona Experience Mapping -
for a Digital Marketing Demonstratio
Agency n of related
Decision Making -Factors that impact consumer decision making Week software
Economics and -How to manipulate decisions in digital arena 3
Customer -Developing Customer Experience Mapping for each
Experience Digital Touchpoint Case Study: Royal
Mapping
Canin Russia
Findability in the -Strategies to allure customers to websites Week
Digital Space -Push and Pull Content Strategy 4
Google AdWords -Introduction to the biggest online advertising platform. Week
-Basics of how to develop, run and maintain online 5
campaigns
Mid-Term Exam Week (Week 6)
Search Engine -Search engines functions and how they deliver results Week
Optimization -Techniques for link building, an essential aspect of SEO 7-8
-Specialized search, such as mobile, social and local
search and their effect on rankings Case Study:
Keyword -Keywords vs Queries Week Lloyds Pharmacy
Research -Understanding the keywords 9-10 Online Doctor -Power Point
-Keyword Planning using Google Keyword planner, -Presentation,
SEMRUSH and others Case Study: -Class
e-Commerce -Various types of eCommerce Week Kraft Mac and demonstration
-eCommerce on specific channels like mobile and social 11-12 Cheese -Whiteboard
-The various considerations in setting up an eCommerce Illustration
site Final term paper:
Social Media -Social media advertising as part of your complete paid, Build and Run a real
Marketing earned and owned strategy Digital Marketing
-Create and place effective social media ads for a number agency on Facebook
of platforms Platform
YouTube -Free resource for creating YouTube channel art (channel Week
Marketing banner) 13
-Optimize channel for organic traffic by selecting the
right keywords and description
Facebook -Community Building Across an Ever-Changing Social Week
Marketing Landscape 13
-Integrating Social into Your Digital Marketing Strategy
Final - Term Exam (Week 14)

IX. Course Requirements:

Quizzes:
4 quizzes will be taken during the entire semester, Two before mid-term examination and the other two before
the final-term examination. Best One quiz will be counted in each term. Quizzes will be based on earlier class
lectures. No make-up quizzes will be taken. Therefore, students are strongly recommended not to miss any of
the quizzes.

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X. Evaluation:
Grades will be calculated as per the university grading structure and individual student will be evaluated based
on the following criteria with respective weights.

1. Quiz 20%
2. Cases 10%
3. Assignments 20%
4. Term Examination 50%
Total 100%

XI. Textbook/Reference Materials:

Required text:
1. eMarketing: The essential guide to marketing in a digital world, 6th Edition, by Rob Stokes

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