e-Marketing

Curriculum guideline

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Course
MARK 3235
Discontinued
No
Course code
MARK 3235
Descriptive
e-Marketing
Department
Marketing
Faculty
Commerce & Business Administration
Credits
3.00
Start date
End term
202120
PLAR
No
Semester length
15 Weeks X 4 Hours per Week = 60 Hours
Max class size
35
Contact hours
Lecture: 2 Hours Seminar: 2 Hours Total: 4 Hours
Method(s) of instruction
Lecture
Seminar
Learning activities

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

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
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;
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.

Textbook materials

Textbooks and Materials to be Purchased by Students

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

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