E-Commerce: Strategy for Online Retailing

Curriculum guideline

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Course
MARK 4240
Discontinued
No
Course code
MARK 4240
Descriptive
E-Commerce: Strategy for Online Retailing
Department
Marketing
Faculty
Commerce & Business Administration
Credits
3.00
Start date
End term
Not Specified
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
Online
Hybrid
Learning activities

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

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 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.
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.

Textbook materials

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

Prerequisites