E-Commerce and E-Marketing in Today's World

Course Number: BUSADMIN 3240
Course Name: E-Commerce and E-Marketing in Today's World (Online)
Course Description:    This course will cover how a business can market its products, services and ideas using Internet technology. Topics will include—but will not be limited to—e-Commerce as part of the marketing mix, search engine optimization, content marketing, selling through the Internet, social networking, blogs, measuring results of the e-Commerce strategy and e-mail.
Prerequisites:    BUSADMIN 2630 or AGINDUS 2430
Level: Undergraduate
Credits: 3
Format: Online
Program: Bachelor of Science in Business Administration
Bachelor of Science in Criminal Justice

Registration Instructions

NOTE: The information below is representative of the course and is subject to change.  The specific details of the course will be available in the Desire2Learn course instance for the course in which a student registers.

Additional Information

Learning Outcomes
Upon completion of this course, you will be able to

  • Develop and implement an e-commerce strategy.
  • Explain the most important tools that are used in e-commerce.
  • Evaluate and design an e-commerce project, utilizing current Internet tools.
  • “Learned how to learn,” that is, be able to take new tools and new strategies and implement them to achieve a desired result.

Unit Descriptions
Course Organization and Assignment Descriptions

Unit 1

Before you begin an in-depth study of Internet marketing and e-Commerce, you must be able to identify and adapt to the online environment. It is important to understand how the Internet got to where it is today. The digital convergence continues to impact how the Internet is used in business. There are several basic uses of the Internet you need to understand, along with business models that operate on the Internet. Networks are a vital part of the Internet and branding is also a key concept.

Upon completion of this unit, you should be able to

  • Describe how the Internet has evolved and what drives the evolution.
  • Identify critical aspects of Web 1.0, Web 2.0 and Web 3.0.
  • Define the concept of the “Long Tail.”
  • Understand that “Content is King.”
  • Understand strategic planning, strategy, e-business strategy, e-marketing strategy and how they fit together.
  • List and define the various Internet business models.

Unit 2

This unit covers ethics, legal issues, research, consumer behavior and starts on marketing.

The current e-business environment is turbulent with concern about privacy and the protection of intellectual property. The Internet operates on a global basis with information irrespective of country borders. Indeed, in many areas of the world, ethical standards and respect for intellectual property are not very high priorities. So e-commerce practitioners need to be aware and practice their craft with high ethical standards to ensure the protection of intellectual property.

Marketing research on the Internet is a powerful tool. One of the key aspects of e-marketing is that e-marketers can track consumer behavior and respond in real-time to consumers. This unit also introduces marketing through defining the business’ positioning, differentiation, segmentation, and targeting strategies.

Upon completion of this unit, you should be able to

  • Identify privacy concerns.
  • Explain the concepts of patents, copyright, trademark and data ownership in the context of e-commerce.
  • Explain how to conduct primary research and conduct a simple primary market research project utilizing Internet technology.
  • Identify and five types of outcomes—connect, create, enjoy, learn & trade—and what they mean to the e-marketer.
  • Understand the concepts of relevance and engagement from the consumer’s perspective and describe how an e-marketer can benefit from these concepts.
  • Define segmentation, targeting, differentiation and positioning. Be able to implement all the concepts in a marketing plan.
  • Understand the concept of the sales funnel.

Unit 3

The 4 Ps of marketing are just as applicable to e-commerce as they are to any other marketing. In this unit we will cover the product, price, place (distribution), and promotion.

Upon completion of this unit, you should be able to

  • Define a product and how it contributes to customer value.
  • Discuss the various pricing strategies on the Internet.
  • Understand how pricing objectives & marketing mix interact with pricing strategies.
  • Explain how the Internet is affecting distribution channel length and function.
  • Identify and implement the key elements of website design and SEM/SEO.
  • Understand the different Internet advertising formats and types.
  • List two examples that illustrate how “Content is King.”
  • Identify and be able to calculate key IMC metrics.

Unit 4

Use of social media is currently the key emphasis of e-marketing programs. Social media is evolving and expanding, and is an effective tool to engage customers. Buying media space is another area that is changing constantly. The effect of search and social media on media buying is enormous. Finally, CRM (customer relationship management) is a key area of focus in e-business.

Upon completion of this unit, you should be able to

  • Define social media and how it can be used in e-commerce.
  • Define the types of search.
  • Understand how social media fits in a media space strategy.
  • Define mobile advertising and how it is emerging as a key digital media strategy.
  • Outline the 3 Pillars of CRM.
Grading Scale
Grade Percentage Points
A 92% - 100% 906 - 990 points
A- 89% - 91% 876 - 905 points
B+ 86% - 88% 846 - 875 points
B 83% - 85% 817 - 845 points
B- 80% - 82% 787 - 816 points
C+ 77% - 79% 757 - 786 points
C 72% - 76% 708 - 756 points
C- 70% - 71% 688 - 707 points
D+ 68% - 69% 668 - 687 points
D 60% - 67% 589 - 667 points
F 0% - 59% 0 - 588 points


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