Course Description

This fourth-semester course, in the Integrated Marketing Communications Program, provides a systematic overview of internet marketing communications strategies, and enables the student to understand how internet marketing communications should be integrated with the other elements of the marketing communications mix. The course offers a blend of lab and class time to explore, analyse, and assess web marketing tools and marketing communications activities. A major resource will be the web itself.

Topics include: the Internet environment and demographics, how the Internet is different from other media, marketing strategy and how it relates to the Internet, working with other members of the web development team, information architecture, understanding Internet value propositions, driving traffic to websites, and the basics of web design including: creating and maintaining web content, navigation items, and the role of colour, media and other visual elements.