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: A World of E-Marketing Opportunities
Lesson 5: Ethical and Legal Issues

Unit 3: E-Marketing Strategy
Lesson 6: E-Marketing Research
Lesson 7: Consumer Behaviour Online
Lesson 8: Segmentation and Targeting Strategies
Lesson 9: Differentiation and Positioning Strategies

Unit 4: E-Marketing Management
Lesson 10: Product: The Online Offer
Lesson 11: Price: The Online Value
Lesson 12: The Internet for Distribution
Lesson 13: E-Marketing Communication Tools
Lesson 14: New Digital Media
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.

Note:The final examination for this course must be taken online at an invigilated location. It is your responsibility to ensure that a computer with an internet connection and Internet Explorer 5.0 or higher is available for your use at the invigilation centre.

Course Materials

Textbook

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