The core of Inbound Information Technology (IIT) consists of three highly integrated courses. These integrated courses are:
- ISM 7994: Digital Content Creation,
- ISM 7996: Principles for Customer Relationship Management, and
- ISM 7505: Inbound Information Technology.
This course offers students the opportunity to retool their marketing mindset from a product-centric view to a customer-centric view using IIT for understanding and predicting the behavior of current prospects and customers. Students obtain an understanding of Customer Relationship Management (CRM) technology, concepts, processes, organizational functions and management. In addition, they gain an understanding of key concepts, technologies and best practices, as well as implementation of CRM strategies, issues, techniques and terminology associated with database marketing and data analysis. They utilize CRM strategies in customer service contexts, explore the impact of CRM on customer experience, satisfaction and loyalty, and examine the impact of social networking. With the growth of the internet, the way people shop has fundamentally changed.
The course familiarizes students with the use of social media tools used to develop reach and engagement, with analytical models to create insights, and with inbound information technologies to promote competitive operations. Using these technologies, students conduct independent research in the areas of keyword generation, workflow creation, search engine optimization, and campaign development and tracking. The course explores topics on search engine optimization, link building, blogging, competitive analysis, page ranking, keywords, content creation, and social media monitoring as well as the use of email to help the organization achieve success.