Course

E-Commerce: Strategy for Online Retailing

Faculty
Commerce & Business Administration
Department
Marketing
Course Code
MARK 4240
Credits
3.00
Semester Length
15 Weeks x 4 Hours per week = 60 Hours
Max Class Size
35
Method(s) Of Instruction
Lecture
Seminar
Online
Hybrid
Typically Offered
To be determined

Overview

Course Description
This course examines the various techniques available to marketers to drive digital business management practices that aim to generate revenue and Return on Investment (ROI). From the monetization of mobile marketing, games and apps to lead generation and e-Commerce portals and through user interfaces that shape our online experiences, this course explores how businesses in our digital world manage their marketing spend effectively. In addition, the regulations that surround those practices from legal to privacy and ethical perspectives are examined for their impacts.
Course Content
  • The evolution of Digital Business Management in marketing strategy.
  • Mobile marketing, games and apps in marketing strategies.
  • Sales funnels and lead generation practices from understanding buyer behaviour through Calls to Action (CTA) on website landing pages and microsites.
  • Customer Relationship Management (CRM), Marketing Automation software, sales funnels, online lead generation and the health of marketing and sales organizations.
  • e-Commerce portals from marketing to purchase right through distribution to end consumers.
  • Website User Interface (UI) design and User Experience (UX) outcomes.
  • The impact of legal, ethical and privacy regulations that impact digital business management, marketing programs and tactics.
Learning Activities

The course will involve a blend of lectures, discussions, videos, workshops, online activities, computer applications, group work, and industry-related projects. 

Means of Assessment

Participation                                           5-10%

Assignments and/or Case Presentations  15-40%

Midterm Examination                            20-25%

Term Project                                        25-40%

Final Exam                                           20-25%

TOTAL                                                   100%

STUDENTS MUST COMPLETE ALL COMPONENTS OF THE COURSE AND ACHIEVE A MINIMUM AVERAGE GRADE OF AT LEAST 50 PERCENT ON THEIR TOTAL NON-GROUP EVALUATIONS TO OBTAIN CREDIT FOR THE COURSE. 

Students may conduct research as part of their coursework in this class. Instructors for the course are responsible for ensuring that student research projects comply with College policies on ethical conduct for research involving humans, which can require obtaining Informed Consent from participants and getting the approval of the Douglas College Research Ethics Board prior to conducting the research.

Learning Outcomes

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

  1. Analyze the use and importance of digital business management via mobile marketing, games and apps for monetization.
  2. Generate insights into the use and importance of sales funnels and lead generation and the relevant tools, dashboards and platforms available to monitor impact.
  3. Evaluate e-Commerce platforms for products and services.
  4. Analyze the attributes of successful website, platform and application User Interface (UI) design, what defines great User Experience (UX) and how to measure them.
  5. Analyze the implications of legal, ethical and privacy regulations that impact digital business management, marketing programs and tactics.
Textbook Materials

Chaffey, D. Digital Business and E-Commerce Management, latest ed. Pearson Education Canada. (or equivalent as approved by Department)

Requisites

Prerequisites

Corequisites

No corequisite courses.

Equivalencies

No equivalent courses.

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.

(Current)

Course Transfers

These are for current course guidelines only. For a full list of archived courses please see https://www.bctransferguide.ca

Institution Transfer Details for MARK 4240
Athabasca University (AU) AU ECOM 3XX (3)
College of the Rockies (COTR) COTR MKTG 3XX (3)
LaSalle College Vancouver (LCV) LCV BUS 2XX (3)
North Island College (NIC) NIC BUS 3XX (3)
Simon Fraser University (SFU) SFU BUS 2XX (3)
Thompson Rivers University (TRU) TRU MKTG 4450 (3)
University Canada West (UCW) UCW MRKT 4XX (3)
University of Northern BC (UNBC) UNBC COMM 352 (3)
University of the Fraser Valley (UFV) UFV BUS 3XX (3)

Course Offerings

Summer 2024

CRN
Days
Dates
Start Date
End Date
Instructor
Status
CRN
24322
Tue
Start Date
-
End Date
Start Date
End Date
Instructor Last Name
Beech
Instructor First Name
Douglas
Course Status
Waitlist
Max
Enrolled
Remaining
Waitlist
Max Seats Count
35
Actual Seats Count
35
0
Actual Wait Count
6
Days
Building
Room
Time
Tue
Building
Anvil Office Tower
Room
808
Start Time
15:30
-
End Time
18:20
CRN
Days
Dates
Start Date
End Date
Instructor
Status
CRN
24504
Start Date
-
End Date
Start Date
End Date
Instructor Last Name
Cornford
Instructor First Name
Michael
Course Status
Full
Section Notes

MARK 4240 039 - This section is a guided study course. Meeting times are to be determined between faculty and student(s).

Max
Enrolled
Remaining
Waitlist
Max Seats Count
0
Actual Seats Count
7
-7
Actual Wait Count
0
Days
Building
Room
Time
Building
Online
Room
ONLINE
-