Inbound Information Technology


IIT Courses

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.  
Each of these courses is integrated with leading-edge software tools and technologies ensuring students gain a detailed understanding of inbound information technology and requisite skills to implement, manage, and gain immediate value from IIT projects.  



ISM 7994: Digital Content Creation

The use of social media sites and personalized, responsive, smart web sites as touch points for organizations trying to reach interested individuals worldwide has grown dramatically.   This is occurring because the individual’s use of the internet is shifting from being solely a source of information access to being an interactive social networking platform for communication, collaboration, and access to knowledge.   It is for these reasons that the organization’s touch points must be enhanced and personalized.  To be competitive, students need to be fluent in the use of HTML5 and CSS3 for site development and with JavaScript and/or HubL to customize them.  Students need to be fluent with the IIT tools of search engine optimization, email template creation, social media promotion, blogging template creation, video integration, and analytics.   



ISM 7996: Principles for Customer Relationship Management 

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.    



ISM 7505: Inbound Information Technology 

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.