MRK410 - Essentials of E-Marketing

Outline info
Last revision date 2018-06-04 16:57:56.789
Last review date 2018-07-16 00:15:00.738

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.

Cheating and Plagiarism
Each student should be aware of the College's policy regarding Cheating and Plagiarism. Seneca's Academic Policy will be strictly enforced.

To support academic honesty at Seneca College, all work submitted by students may be reviewed for authenticity and originality, utilizing software tools and third party services. Please visit the Academic Honesty site on for further information regarding cheating and plagiarism policies and procedures.

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

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 Disabilities Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.


Topic Outline

  • The Internet Value Chain
  • Strategic Value Chain Concepts
  • Strategic Planning and Strategies
  • Understanding business models
  • Direct Response Medium
  • Branding and Video Marketing
  • Consumer Media Habits
  • Internet Customer Acquisition Tools
  • Online Advertising
  • Online Ad Serving and Targeting
  • Email Marketing
  • Search Engine Marketing
  • The Explosion of Social Network Use
  • Lead Generation
  • Strategic CRM
  • Effective Websites
  • Customer Service

Mode of Instruction
This subject is delivered online. This may involve the use of digital materials and/or a text, group discussions, interaction with your instructor and online activities. 

Prescribed Texts

Fundamentals of Digital Marketing Management
Textbook Title: Internet marketing: Integrating online and offline strategies
Author: Roberts, M.L., Zahay, D.
Publisher: South-Western Cengage Learning
Edition: 4th Edition
ISBN: 9781337106764

Changed Date: 01/11/2018

Reference Material

Required Supplies

Promotion Policy

Grading Policy
A+ 90%  to  100%
A 80%  to  89%
B+ 75%  to  79%
B 70%  to  74%
C+ 65%  to  69%
C 60%  to  64%
D+ 55%  to  59%
D 50%  to  54%
F 0%    to  49% (Not a Pass)
EXC Excellent
SAT Satisfactory
UNSAT Unsatisfactory

For further information, see a copy of the Academic Policy, available online ( or at Seneca's Registrar's Offices.

Modes of Evaluation
Assignments are due on the dates specified. Should extenuating circumstances arise, please contact your instructor prior to the assignment due date so that an appropriate course of action can be established. Late assignments may be subject to a penalty of up to 10% per week and will not generally be accepted beyond two weeks from the due date.

In cases of cheating or plagiarism, the College Academic Policy will prevail. Please ensure that all assignments and reports are properly documented.

Students are referred to the following website for Seneca College Library style guides, Academic Honesty Policy and Copyright guidelines:  http:/

Dates for evaluations are specified in the weekly schedule addendum to this outline. The evaluation process may include, but is not limited to, tests, exams, assignments or presentations. Any absences or missed submissions due to medical or other reasons must be supported by medical or other appropriate documentation within one (1) week of the due date. The faculty and program area must be notified immediately in the event of a missed evaluation. Upon acceptance of the documentation, the weighting of the missed deliverable will normally be applied to the final exam.

English Competency
The ability to communicate effectively is essential for success in business. Therefore, you must demonstrate English competency in this course in both oral and written work. Ensure your written work includes correct sentence structure, spelling and punctuation. Always spell check, edit and proofread your work.

Grading is based on the following marking scheme:


Participation in Discussion Threads (5@5%) 25%
Web Research Projects 20%
MidTerm Exam 10%
Web Marketing Plan 30%
Final Exam* 15%

For Online Delivery:  Final exam is administered online.  All the academic policies of the College at which you registered apply. This includes, but is not limited to policies related to grading, supplemental exams, deferred exams and accommodations.

Please retain this course outline document for future educational and/or employment use. 

Academic Program Manager:
Emiliano Introcaso

Approved by: Academic Program Manager Emiliano Introcaso