E-Commerce: Strategy for Online Retailing
Overview
- 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.
The course will involve a blend of lectures, discussions, videos, workshops, online activities, computer applications, group work, and industry-related projects.
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.
At the end of the course, the successful student should be able to:
- Analyze the use and importance of digital business management via mobile marketing, games and apps for monetization.
- Generate insights into the use and importance of sales funnels and lead generation and the relevant tools, dashboards and platforms available to monitor impact.
- Evaluate e-Commerce platforms for products and services.
- Analyze the attributes of successful website, platform and application User Interface (UI) design, what defines great User Experience (UX) and how to measure them.
- Analyze the implications of legal, ethical and privacy regulations that impact digital business management, marketing programs and tactics.
Chaffey, D. Digital Business and E-Commerce Management, latest ed. Pearson Education Canada. (or equivalent as approved by Department)
Requisites
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
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
Winter 2025
| CRN | Days | Instructor | Status | More details |
|---|---|---|---|---|
|
CRN
16509
|
Tue | Instructor last name
Cornford
Instructor first name
Michael
|
Course status
Waitlist
|