e-Marketing

Faculty
Commerce & Business Administration
Department
Marketing
Course Code
MARK 3235
Credits
3.00
Semester Length
15 Weeks X 4 Hours per Week = 60 Hours
Max Class Size
35
Method Of Instruction
Lecture
Seminar
Typically Offered
To be determined
Campus
Online

Overview

Course Description
This course examines the role of digital media, including the web, e-mail, and wireless, within the marketing function. The role of digital media in identifying, anticipating and satisfying consumer needs and wants will be explored. The internet is impacting the way organizations communicate, conduct research, promote themselves, price and distribute their products. These impacts, as well as others will be considered.
Course Content
  1. Background and history of e-marketing
  2. Conducting a situation analysis of the e-marketing environment
  3. Developing a strategic e-marketing plan
  4. Online market segmentation and positioning
  5. The online marketing mix
    • Online products and services
    • Pricing online
    • Online promotion and communication
      • Email marketing
      • Search engine marketing
    • Distribution online
  6. Customer relationship management online
  7. Market research online
  8. Building and maintaining an online presence
  9. Business to Consumer e-marketing
  10. Business to Business e-marketing
  11. Measuring marketing success online
  12. Future growth and areas of development
Methods Of Instruction

This course will be studied through lectures, videos, case studies, workshops, guest lecturers, group discussions, computer applications, and industry-related projects.

Means of Assessment
Case presentations, homework assignments, class participation  15%
Assignments (2 - 4)  40%
Midterm examination  20%
Final examination  25%
Total 100%

STUDENTS MUST COMPLETE ALL COMPONENTS OF THE COURSE TO OBTAIN CREDIT FOR THE COURSE.

Learning Outcomes

At the end of the course, the successful student should be able to:

  1. explain techniques and strategy brought about by the use of technology in marketing;
  2. demonstrate an understanding of the history and development of internet marketing and e-commerce;
  3. identify and explain the use of different online business models;
  4. demonstrate an understanding of the importance of brand management online;
  5. develop an e-marketing plan;
  6. create and evaluate internet marketing programs;
  7. assess online pricing options and implications
  8. develop an e-communications plan;
  9. explain distribution considerations due to the emergence of digital technologies;
  10. explain the role of digital media in identifying, anticipating and satisfying consumer needs and wants;
  11. assess the legal, ethical, regulatory, and social issues impacting e-marketing initiatives
  12. explain the opportunities and challenges of conducting marketing research online;
Textbook Materials

Textbooks and Materials to be Purchased by Students

Chaffey, Dave et al.  Internet Marketing, Latest Ed.  Pearson Education (or equivalent)

Requisites

Prerequisites

MARK 1120 and (CMNS 1115 or any English UT course)

OR MARK 1120 AND currently active in one of the following:

Post-Degree Diploma in Marketing or
Post-Degree Diploma in Sales or
Post-Degree Diploma in Hospitality Marketing or
Post Baccalaureate Diploma in Hospitality Services Management

Corequisites

No corequisite courses.

Equivalencies

No equivalent courses.

Requisite for

This course is not required for any other course.

Course Guidelines

Course Guidelines for previous years are viewable by selecting the version desired. If you took this course and do not see a listing for the starting semester / year of the course, consider the previous version as the applicable version.

Course Transfers

Institution Transfer Details Effective Dates
Camosun College (CAMO) CAMO MARK 440 (3) 2020/01/01 to -
Capilano University (CAPU) CAPU BMKT 369 (3) 2003/05/01 to -
Kwantlen Polytechnic University (KPU) KPU MRKT 2111 (3) 2008/01/01 to -
Langara College (LANG) LANG MARK 2XXX (3) 2008/01/01 to -
Simon Fraser University (SFU) SFU BUS 2XX (3) 2008/01/01 to -
Thompson Rivers University (TRU) TRU BBUS 3XXX (3) 2010/09/01 to -
Thompson Rivers University (TRU) TRU BBUS 3XX (3) 2008/01/01 to 2010/08/31
Trinity Western University (TWU) TWU BUSI 2XX (3) 2014/09/01 to -
University of British Columbia - Okanagan (UBCO) UBCO MGMT 2nd (3) 2013/09/01 to -
University of British Columbia - Vancouver (UBCV) UBCV COMM 2nd (3) 2013/09/01 to -
University of the Fraser Valley (UFV) UFV BUS 390G (3) 2008/01/01 to 2008/08/31
University of Victoria (UVIC) UVIC COM 4XX (1.5), Cannot take UVIC COM 415 for credit. 2008/01/01 to -
Vancouver Island University (VIU) VIU MARK 430 (3) 2020/01/01 to -

Course Offerings

Fall 2020

CRN
Days
Dates
Start Date
End Date
Instructor
Status
Location
33546
Mon
08-Sep-2020
- 07-Dec-2020
08-Sep-2020
07-Dec-2020
Jang
Kimberly
Waitlist
Online
This course will include synchronous on-line activities. Students should plan to be available on-line at scheduled course times. Access to computer with reliable internet, webcam and speakers/mic or headset will be required
Max
Enrolled
Remaining
Waitlist
35
36
-1
4
Days
Building
Room
Time
Mon
18:30 - 21:20
CRN
Days
Dates
Start Date
End Date
Instructor
Status
Location
33925
Mon Wed
08-Sep-2020
- 07-Dec-2020
08-Sep-2020
07-Dec-2020
Patterson
Lorne
Waitlist
Online
This course will include synchronous on-line activities. Students should plan to be available on-line at scheduled course times. Access to computer with reliable internet, webcam and speakers/mic or headset will be required
Max
Enrolled
Remaining
Waitlist
35
35
0
2
Days
Building
Room
Time
Mon Wed
12:30 - 14:20