Marketing and Public Relations
The course prepares students for all aspects of e-commerce marketing management, from launch to expansion. It covers the principles and practices of e-commerce marketing, with emphasis on the skills needed to plan, launch, manage, market, and measure a mobile first website that sells products, incorporates advances in marketing technology and communicates with prospects and customers. Students learn the specific processes that constitute core competencies for site development including merchandising, pricing, and product display; best practices for maximizing click-through rate, stickiness, conversion of site visits to sales, and minimizing shopping-cart abandonment. They also learn how to develop and manage the P&L and operating budgets for an e-commerce business and how to use the best practices of classic direct marketing combined with the latest advances in digital technology to test, track and measure for return on investment and customer life time value.