eMarketing Course Descriptions

Course descriptions are listed numerically. Prerequisites, if any, are indicated in italics above the course descriptions. These prerequisites have been established to assure an adequate and uniform background for students in advanced classes. Franklin University reserves the right to alter course offerings or course content without notice. Not all courses are offered every trimester.

EMKT 340
Internet Marketing (4 cr. hrs.)

Prerequisite(s): Marketing (MKTG 300). Not open to students with credit for MKTG 340.
Common strategies for the marketing of goods and services via the Internet range from public relations and corporate communications to advertising and electronic commerce. Students investigate and evaluate various marketing and communication strategies and tactics for the World Wide Web. Emphasis is placed on critical evaluation skills as well as web site planning, development, design, and other factors which contribute to a web site’s success.

EMKT 345
Social Media Marketing (4 cr. hrs.)

Prerequisite(s): Internet Marketing (EMKT 340).
In this course students will explore and utilize techniques for integrating social media marketing as an integral component of marketing campaigns, serving as listening and outreach tools for building brand awareness and promoting business. Through an investigation of tools which include internet forums, message boards, blogs, wikis, podcasts, picture sharing, video sharing, and social networking, students will have the opportunity to create and present a written plan for achieving business goals through the use of a social media marketing campaign.

EMKT 415
Search Engine Marketing (4 cr. hrs.)

Prerequisite(s): Statistical Concepts (MATH 215).
In this course students will use search engine optimization to evaluate the processes that bring web sites to the top. It will also show students how to choose the best keywords and phrases to target and how to monitor and maintain successful search engine rankings for those keywords.

EMKT 430
Web Analytics (4 cr. hrs.)

Prerequisite(s): Search Engine Marketing (EMKT 415).
In this course, students will learn how to quantifiably measure and define client interaction through web analytics. Successful companies today are leveraging the power of web analytics to realize the full potential of their web sites, and are able to develop and maintain client relationships that create measurable value to business. In this course students will be introduced to key concepts, tools, techniques, and practices of web analytics. Students will understand how web analytics can drive higher profits and improve the customer experience.

EMKT 460
E-Commerce (4 cr. hrs.)

Prerequisite(s): Marketing (MKTG 300). Not open to students with credit for MKTG 460.
Electronic commerce is the exchange of information and transactions between organizations via computers. While e-commerce has been with us for a while, its more recent implementation via the Internet has enormous implications for marketing and communication. Students will evaluate the strategic implications of e-commerce as well as issues of planning, developing and implementing e-commerce solutions for marketing.

EMKT 495
Integrated eMarketing (4 cr. hrs.)

Prerequisite(s): Senior standing, Advanced Graphic Design (DCOM/GRPH 310), Technical Communication (MIS 320), Internet Marketing (EMKT/MKTG 340), E-Commerce (EMKT/MKTG 460), and Marketing Behavior (MKTG 330) or Marketing Research (MKTG 332).
This course serves as the capstone for the eMarketing academic area as well as a bridge to the professional practice of eMarketing. Three major components comprise the course: the analysis of a contemporary eMarketing case, evaluation of alternative eMarketing strategies and the preparation of a comprehensive eMarketing plan for a client.

EMKT 499
Independent Studies in eMarketing (1-4 cr. hrs.)

Prerequisite(s): Minimum 2.00 cumulative GPA, at least 16 credit hours completed at Franklin, related coursework completed with a minimum grade of “B” and permission of the Program Chair.
Independent studies courses allow students in good academic standing to pursue learning in areas not covered by the regular curriculum or to extend study in areas presently taught. Study is under faculty supervision and graded on either a Pass/No Credit or a letter grade basis. (See the “Independent Studies” section of the Academic Bulletin for more details.)