Marketing (MKTG) 410

E-Marketing (Revision 6)

MKTG 410

Revision 6 is closed for registrations, see current revision

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Delivery Mode: Individualized study online with (eTextbook)

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.

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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 will help you develop a thorough understanding of the principles and practices of using the Internet and other technologies such as social media and mobile phones to market goods and services. It examines the various business models employed in e-marketing, and explores techniques and methodologies for conducting e-market research and developing competitive intelligence in an organization. In addition, the course details processes for planning and implementing a comprehensive e-marketing strategy using alternative pricing strategies, advertising and promotion, and distribution channels. MKTG 410 also considers other critical issues such as customer acquisition and retention, and the challenges faced by firms in the application of e-marketing strategies in global markets.


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: Global E-Markets 3.0
  • Lesson 5: Ethical and Legal Issues

Unit 3: E-Marketing Strategy

  • Lesson 6: E-Marketing Research
  • Lesson 7: Connected Consumers 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: Owned Media
  • Lesson 13: E-Marketing Communication: Paid Media
  • Lesson 14: E-Marketing Communication: Earned Media
  • Lesson 15: Customer Relationship Management


To receive credit for MKTG 410, you must achieve a minimum grade of D (50 percent) 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:

Activity Weighting
Assignment 1 10%
Assignment 2 15%
Assignment 3 25%
Final Exam 50%
Total 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


Registration in this course includes an electronic textbook. For more information on electronic textbooks, please refer to our eText Initiative site.

Strauss, J., & Frost, R. (2014). E-Marketing (7th ed.). Upper Saddle River, NJ: Pearson Prentice Hall. ISBN 9780132953443

A print version of the eText may be available for purchase from the publisher through a direct-to-student link provided on the course website; you can also acquire the textbook on your own if you wish.

Other Materials

Students will access all other course materials online.

Challenge for Credit Overview

The Challenge for Credit process allows you to demonstrate that you 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 about Challenge for Credit can be found in the Undergraduate Calendar.

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 6, September 2, 2015.

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