Marketing (MKTG) 410

Overview

In recent years, the business environment has witnessed a revolution due to internet technologies. Such technologies significantly affect the way that businesses sell their products and interact with their suppliers. MKTG 410 provides you with a thorough understanding of the principles and practices associated with using the internet to market goods and services. It describes the internet and the various business models employed in online marketing, and it explores methods for conducting online market research and developing competitive intelligence for an organization. In addition, the course details processes for planning and implementing comprehensive e-marketing strategies using alternative online pricing strategies, Web-based advertising and promotion, and internet distribution channels. MKTG 410 also considers other critical issues such as customer acquisition and retention, customer relationship management (CRM), and the challenges faced by firms in the application of e-marketing strategies in global markets.

Outline

Unit 1: E-Marketing in Context

• Lesson 1: Past, Present, and Future
• Lesson 2: Strategic E-Marketing and Performance Metrics
• Lesson 3: The E-Marketing Plan

Unit 2: E-Marketing Environment

• Lesson 4: Building Inclusive E-Markets
• Lesson 5: Ethical and Legal Issues

Unit 3: E-Marketing Strategy

• Lesson 6: E-Marketing Research
• Lesson 7: Consumer Behaviour Online
• Lesson 8: Segmentation, Targeting, Differentiation, and Positioning Strategies

Unit 4: E-Marketing Management

• Lesson 9: Product: The Online Offer
• Lesson 10: Price: The Online Value
• Lesson 11: The Internet for Distribution
• Lesson 12: E-Marketing Communication Tools
• Lesson 13: Engaging Customers with Social Media
• Lesson 14: Buying Digital Media Space
• Lesson 15: Customer Relationship Management

Evaluation

To receive credit for MKTG 410, you must achieve a minimum grade of “D” (50%) on the final examination and an overall course grade of at least “D” (50 percent). Any assignment that is not submitted for marking will receive a grade of 0%. The weighting of each assessment activity is indicated in the table below:

To learn more about assignments and examinations, please refer to Athabasca University's online Calendar.

Course Materials

Textbook

Registration in this course includes an electronic textbook. For more information on electronic textbooks, please refer to our eText Initiative site.

A print version of the eText may be available for purchase from the publisher through a direct-to-student link provided on the course website; you can also acquire the textbook on your own if you wish.

Other Materials

Students will access all other course materials online.

Challenge for Credit Course Overview

The Challenge for Credit process allows students to demonstrate that they have acquired a command of the general subject matter, knowledge, intellectual and/or other skills that would normally be found in a university level course.

Full information for the Challenge for Credit can be found in the Undergraduate Calendar.

• Undergraduate Challenge for Credit Policy
• Undergraduate Challenge for Credit Procedures

Challenge Evaluation

To receive credit for the MKTG 410 challenge registration, you must achieve a grade of at least “D” (50 percent) on the examination.

Online Exam

Undergraduate Challenge for Credit Course Registration Form

• Challenge for Credit Form