MRK410 - Essentials of E-Marketing

Outline information
Semester
Schools offering this subject
Last revision date Mar 4, 2019 3:26:54 PM
Last review date Mar 18, 2019 12:15:00 AM

Subject Title
Essentials of E-Marketing

Subject Description
Students are introduced to e-marketing through on-line activities and web-based projects. The focus is on research and analysis of Internet business and marketing strategies. Students analyze and prepare e-marketing plans, proposal presentations and development of business website prototypes.

Credit Status
One credit will be granted upon successful completion of this subject.

Learning Outcomes
Upon successful completion of this subject the student will be able to:

1. Develop an understanding of online marketing opportunities, and the impact of the Internet on marketing activities ranging from pricing, product management and distribution, to intelligence gathering and strategy development.

2. Examine the Internet as a communication medium, distribution channel and CRM tool, and understanding the impact of related social and legal issues (e.g. privacy, security).

3. Identify a wide range of e-marketing issues by conducting effective marketing related Internet research.

4. Analyze and evaluate information related to e-marketing and be able to communicate that information with an appropriate business and technical vocabulary.

5. Compare traditional business and marketing practices with e-commerce and online marketing.

6. Actively participate in online discussions concerning e-marketing topics (e.g. the building and/or outsourcing of business and technical solutions).

7. Create a professional quality web storefront site based on a detailed marketing plan to illustrate knowledge of marketing on the Web.

8. Prepare and present a proposal of an e-marketing site to be developed by a team including a GOPST and SWOT analysis, marketing plan and website overview related to the business for which the site is proposed.

9. Create and present an effective model or prototype of an e-marketing related website working closely with the team and submit a full professional and detailed report on this project.

10. Work effectively as a team-member by demonstrating reliability, effective communications, and attention to all assigned deadlines.

Academic Integrity
Seneca upholds a learning community that values academic integrity, honesty, fairness, trust, respect, responsibility and courage. These values enhance Seneca's commitment to deliver high-quality education and teaching excellence, while supporting a positive learning environment. Ensure that you are aware of Seneca's Academic Integrity Policy which can be found at: http://www.senecacollege.ca/about/policies/academic-integrity-policy.html Review section 2 of the policy for details regarding approaches to supporting integrity. Section 2.3 and Appendix B of the policy describe various sanctions that can be applied, if there is suspected academic misconduct (e.g., contract cheating, cheating, falsification, impersonation or plagiarism).

Please visit the Academic Integrity website http://open2.senecac.on.ca/sites/academic-integrity/for-students to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

Discrimination/Harassment
All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at student.conduct@senecacollege.ca.

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Accessibility Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.