Marketing (MKTG) 410
E-Marketing (Revision 4)
View previous syllabus.
Delivery Mode: Individualized study online
Credits: 3
Area of Study: Applied Studies
(Business and Administrative Studies)
Prerequisite: MKTG 396 or an equivalent introductory marketing course.
Centre: Faculty of Business
MKTG 410 has a Challenge for Credit option.
Overview
In recent years, the business environment has witnessed a revolution due to internet technologies. Such technologies significantly affect the way that businesses sell their products and interact with their suppliers. MKTG 410 provides you with a thorough understanding of the principles and practices associated with using the internet to market goods and services. It describes the internet and the various business models employed in online marketing, and it explores methods for conducting online market research and developing competitive intelligence for an organization. In addition, the course details processes for planning and implementing comprehensive e-marketing strategies using alternative online pricing strategies, Web-based advertising and promotion, and internet distribution channels. MKTG 410 also considers other critical issues such as customer acquisition and retention, customer relationship management (CRM), and the challenges faced by firms in the application of e-marketing strategies in global markets.
Outline
Unit 1: E-Marketing in Context
Lesson 1: Past, Present, and Future
Lesson 2: Strategic E-Marketing and Performance Metrics
Lesson 3: The E-Marketing Plan
Unit 2: E-Marketing Environment
Lesson 4: Building Inclusive E-Markets
Lesson 5: Ethical and Legal Issues
Unit 3: E-Marketing Strategy
Lesson 6: E-Marketing Research
Lesson 7: Consumer Behaviour Online
Lesson 8: Segmentation, Targeting, Differentiation, and Positioning Strategies
Unit 4: E-Marketing Management
Lesson 9: Product: The Online Offer
Lesson 10: Price: The Online Value
Lesson 11: The Internet for Distribution
Lesson 12: E-Marketing Communication Tools
Lesson 13: Engaging Customers with Social Media
Lesson 14: Buying Digital Media Space
Lesson 15: Customer Relationship Management
Evaluation
To receive credit for MKTG 410, you must achieve a minimum grade of “D” (50%) on the final examination and an overall course grade of at least “D” (50 percent). Any assignment that is not submitted for marking will receive a grade of 0%. The weighting of each assessment activity is indicated in the table below:
| Assign 1 | Assign 2 | Assign 3 | Final exam | Total |
|---|---|---|---|---|
| 10% | 15% | 25% | 50% | 100% |
To learn more about assignments and examinations, please refer to Athabasca University's online Calendar.
Note: The final examination for this course must be taken online at an invigilated location. It is your responsibility to ensure a computer with an Internet connection and a current web browser is available for your use at the invigilation centre.
Course Materials
Textbook
Strauss, J., & Frost, R. (2012). E-Marketing (6th ed.). Upper Saddle River, NJ: Pearson Prentice Hall. ISBN 9780132147552
Other Materials
Students will access all other course materials online.
Challenge for Credit Course Overview
The Challenge for Credit process allows students to demonstrate that they have acquired a command of the general subject matter, knowledge, intellectual and/or other skills that would normally be found in a university level course.
Full information for the Challenge for Credit can be found in the Undergraduate Calendar.
- Undergraduate Challenge for Credit Policy
- Undergraduate Challenge for Credit Procedures
Challenge Evaluation
To receive credit for the MKTG 410 challenge registration, you must achieve a grade of at least “D” (50 percent) on the examination.
Online Exam
Undergraduate Challenge for Credit Course Registration Form
Athabasca University reserves the right to amend course outlines occasionally and without notice. Courses offered by other delivery methods may vary from their individualized-study counterparts.
Opened in Revision 4, March 6, 2012.
View previous syllabus