Over time, digital technologies have become much more important to marketing. For example, digital advertising currently makes up nearly half of all global advertising spending, and both e-marketing and e-commerce continue to grow quickly. MKTG 410 encourages an applied understanding of digital technologies available for e-marketing and how they should be used, such as social media and video marketing.
Outline
Unit 1: Think
Lesson 1: Strategy and Context
Lesson 2: Understanding Customer Behaviour
Lesson 3: Data-Driven Decision Making
Lesson 4: Market Research
Unit 2: Create
Lesson 5: User Experience (UX) Design
Lesson 6: Web Development and Design
Lesson 7: Mobile Channels and Apps
Lesson 8: Search Engine Optimization (SEO)
Lesson 9: Digital Copywriting
Lesson 10: e-Commerce
Unit 3: Engage
Lesson 11: Search Advertising
Lesson 12: Online Advertising
Lesson 13: Social Media Advertising
Unit 4: Retain
Lesson 14: Customer Relationship Management
Lesson 15: Content Marketing Strategy
Lesson 16: Social Media Platforms
Lesson 17: Social Media Strategy
Lesson 18: Direct Marketing: Email and Mobile
Lesson 19: Video Marketing
Unit 5: Optimize
Lesson 20: Conversion Optimization
Lesson 21: Data Analytics
Evaluation
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
Weight
Assignment 1
10%
Assignment 2
15%
Assignment 3
25%
Final Online Exam
50%
Total
100%
The final examination for this course must be taken online with an AU-approved exam invigilator at an approved invigilation centre. It is your responsibility to ensure your chosen invigilation centre can accommodate online exams. For a list of invigilators who can accommodate online exams, visit the Exam Invigilation Network.
To learn more about assignments and examinations, please refer to Athabasca University’s online Calendar.
Materials
This course either does not have a course package or the textbooks are open-source material and available to students at no cost. This course has a Course Administration and Technology Fee, but students are not charged the Course Materials Fee.
Stokes, R., & creative minds of Red & Yellow (2018). eMarketing: The essential guide to marketing in a digital world (6th ed.). Cape Town, South Africa: The Red & Yellow Creative School of Business. ISBN: 978-0-620-78058-2. Retrieved from https://www.redandyellow.co.za/textbook/ (eText)
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.
Evaluation
To receive credit for the MKTG 410 challenge registration, you must achieve a grade of at least D (50 percent) on the examination.
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 7, March 12, 2020
Updated November 5, 2021, by Student & Academic Services