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Course Code: MARK 3235
Faculty: Commerce & Business Administration
Department: Marketing
Credits: 3.0
Semester: 15 Weeks X 4 Hours per Week = 60 Hours
Learning Format: Lecture, Seminar
Typically Offered: TBD. Contact Department Chair for more info.
course overview

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%


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;

course 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

curriculum 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 schedule and availability
course transferability

Below shows how this course and its credits transfer within the BC transfer system. 

A course is considered university-transferable (UT) if it transfers to at least one of the five research universities in British Columbia: University of British Columbia; University of British Columbia-Okanagan; Simon Fraser University; University of Victoria; and the University of Northern British Columbia.

For more information on transfer visit the BC Transfer Guide and BCCAT websites.


If your course prerequisites indicate that you need an assessment, please see our Assessment page for more information.