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Registration for the Fall 2019 semester begins June 25.  Watch your email for more details.

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E-Commerce: Strategy for Online Retailing

Course Code: MARK 4240
Faculty: Commerce & Business Administration
Department: Marketing
Credits: 3.0
Semester: 15 Weeks x 4 Hours per week = 60 Hours
Learning Format: Lecture, Seminar, Online
Typically Offered: TBD. Contact Department Chair for more info.
course overview

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.

Methods of Instruction

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. 

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.

course prerequisites

  • MARK 3235

Corequisites

Courses listed here must be completed either prior to or simultaneously with this course:

  • No corequisite courses

Equivalencies

Courses listed here are equivalent to this course and cannot be taken for further credit:

  • No equivalency courses

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.

assessments

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