BUS 380 Topics in Business

This course provides students with an understanding of digital marketing and electronic commerce. The course explores the foundations for electronic commerce, presenting relevant theory from economics, marketing, and other related fields. Students will examine ecommerce business models including internet retail, and subscription commerce. Topics include online buyer behavior, online advertising, email marketing, web analytics, social media. Students will also examine privacy and other ethical issues as well as how digital marketing integrates with other marketing communications tools.  The course also reviews emerging trends in the field. Students analyze case students and real advertising data to translate theory into practice.  Through this course students will develop the foundation necessary to develop effective digital marketing campaigns.  Prerequisites: 24 credits completed, BUS 253