Athabasca University: Course Syllabus, Marketing 410 12/10/10 1:37 AM

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Marketing (MKTG) 410 Back to courses Print page

e-Marketing (Revision 3)

View previous syllabus.

Delivery Mode: Individualized study

online.

Credits: 3 Important Links

Area of Study: Applied Studies Academic Advising

Program Planning
Prerequisite: MKTG 396 or an Request Assistance
equivalent introductory marketing Student Services
course.

Centre: Faculty of Business

MKTG 410 has a Challenge for Credit

option.

**Note: Students registering in grouped study, or grouped study international

mode are advised that there may be some differences in the evaluation and
course materials information indicated below. To obtain the most up-to-date
information, contact the Faculty of Business Student Support Centre at 1-
800-468-6531.

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: A World of E-Marketing Opportunities
Lesson 5: Ethical and Legal Issues

Unit 3: E-Marketing Strategy

Lesson 6: E-Marketing Research
Lesson 7: Consumer Behaviour Online

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Athabasca University: Course Syllabus, Marketing 410 12/10/10 1:37 AM

Lesson 8: Segmentation and Targeting Strategies

Lesson 9: Differentiation and Positioning Strategies

Unit 4: E-Marketing Management

Lesson 10: Product: The Online Offer
Lesson 11: Price: The Online Value
Lesson 12: The Internet for Distribution
Lesson 13: E-Marketing Communication Tools
Lesson 14: New Digital Media
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% 20% 35% 35% 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 that a computer with an internet connection and Internet Explorer 5.0 or higher is
available for your use at the invigilation centre.

Course Materials
Textbook
Strauss, J., & Frost, R. (2009). E-Marketing (5th ed.). Upper Saddle River, NJ: Pearson Prentice Hall. ISBN:
9780136154402

Other Materials
Students will access all other course materials online.

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 3, March 10, 2010.

View previous syllabus

Last updated by SAS 10/06/2010 16:47:44

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