Bader International Study Centre


at Herstmonceux Castle, U.K.



at Herstmonceux Castle, U.K.

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COMM 339/3.0 Channels and Internet Marketing

The growth and development of internet has done more than allow innovative businesses to be established.  It has allowed businesses, including those starting small firms, to compete in a global market place. The internet has opened new routes to market and changed the balance of power between small businesses and large. The rapid development of these new technological applications like Web 2.0 and their use in businesses, online companies such as Google, Facebook, MySpace, Twitter, Xing or Naver dominate the headlines of the business media.

The course Channels and Internet Marketing explores the importance of online interactive and digital marketing, what it is and how it is started, promoted and managed. This further investigates how businesses, public sector agencies, and not-for-profit organizations can interact with their various stakeholders and channel players. This course exposes students to materials and issues including Search Engine Optimization (SEO), Pay Per Click (PPC) campaigns, Email marketing, Social Media Marketing, Affiliate Marketing, Display marketing and Mobile Marketing, Online advertising, site design and management, integrating Internet channel tactics into the overall strategic marketing plan.