Marketing (MKTG) 410

Overview

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:

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.

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 of $139, but students are not charged the Course Materials Fee.

eText

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

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.

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

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