Marketing (MKTG) 410

E-Marketing (Revision 7)

MKTG 410

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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.

Check availability


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.


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


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.

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

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 7, March 12, 2020.

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