COURSE OUTLINE
COURSE NAME:
e-Commerce & Marketing
TERM: Spring 2013
INSTRUCTOR:
Cyri Jones
E-mail: djones2@capilanou.ca
Phone: 604-783-8601
Office: CE 333F
COURSE NO: BMKT 369-81
COURSE CREDITS: 3
INSTRUCTIONAL HOURS PER WEEK: 3
Course Website:
https://zenportfolios.ca/capu-bmkt-369-81-spring-2013/
COURSE PREREQUISITES:
BMKT 161, BCPT 121 and BCPT 122. In addition, the following courses are
recommended:BCPT 221, BMKT 261 AND BMKT 365. If equivalent work experience is
demonstrated, the instructor may grant a waiver from these prerequisites.
REQUIRED TEXT and OTHER RESOURCES:
Lynda.com video package - Note: Subscribing to the Lynda.com tutorial videos for
BMKT 369 is an essential, required part of this course. We will be doing a “flipped class”
approach where most of the lecture content is delivered via video (the relatively “easy”
part) outside of face-to-face class time and most of the face-to-face time will be spent
working on your team projects (i.e. the challenging part). The subscription cost is
approximately $25 US to access the video tutorials for most of the duration of the
course.
Online subscription to Business in Vancouver. We will be using this for class
discussions and for research related to some of your assignments. Capilano University
has negotiated a special student price of $12 for one year online subscription. You can
alternatively read Business in Vancouver in the Capilano University library.
There is no required textbook but there will be many background texts, articles and
videos that will be useful to achieve course learning outcomes. A reading list and links
toward those resources will be provided online in the course website.
COURSE FORMAT:
The instruction will take place for fifteen weeks during the semester. The format will be mixedmode with alternating weeks of face-to-face and online, beginning with a face-to-face class on
January 9th, 2013. The online portion will consist of online video tutorials and readings, chat,
online forums and online team exercises.
INSTRUCTOR-SPECIFIC EXPECTATIONS OR UNIQUE ASPECTS OF THE COURSE
COURSE OUTCOMES:
GENERAL OUTCOMES:
This course is offered as an advanced level marketing subject and is designed to
provide an in-depth, practical and up-to-date look at all major aspects of electronic
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commerce. It covers business to consumer, business to business, and consumer to
consumer models. The course links e-commerce theory and practise to traditional
business strategy, competiveness and consumer behaviour models, combined with
many real-world applications. Upon completion of this course, students will have a
comprehensive understanding of the impact of e-commerce on business and how they
can apply e-commerce principles and tools to develop more effective and complete
marketing programs.
SPECIFIC STUDENT OUTCOMES:
Upon successful completion of this course, students should be able to
demonstrate competence in the following abilities and skills:
ABILITIES
COMMUNICATIONS
ANALYSIS
AND
DECISION-MAKING
LEVELS (*)
To utilize effective communication skills (e.g. brainstorming) to
engage in active class discussion
To present client-focused deliverables such as a web site critique
and website report card
To present Internet marketing plan / Internet marketing
recommendations in a professional manner in an oral presentation
and written report format.
To define Internet marketing and to understand when and how it
can be utilized and to have an understanding of what can, and of
what cannot, be expected of this discipline
To understand different types of Internet marketing jobs / career
paths in the marketplace
To apply Internet Marketing strategies to a "real world" marketing
problem; to integrate Internet marketing into overall marketing
strategy
To describe and utilize keyword popularity research
To determine and utilize market opportunity index
To create website critique including 7Cs Analysis, website SWOT
analysis and website report card
To determine and utilize website visibility measurements, including
traffic rank, search engine rank, search engine saturation and link
popularity
To select appropriate domain name and hosting for client’s business
To create website map
To understand the process of search engine optimization
To create and utilize market space matrix as a website promotion
planning tool
To understand and utilize keyword advertising tactics
To understand and utilize viral marketing strategies on the Internet
To analyze website traffic and make recommendations for its
improvement
To determine and utilize Internet marketing ROI index (Return on
Investment)
To measure and improve website conversion rates
To select and apply appropriate website evaluation and control
metrics
To create Internet marketing plan (marketing plan with an emphasis
on Internet marketing strategies and tactics)
45
25
25
25
25
35
25
24
25
25
35
35
24
24
35
24
25
24
24
25
25
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SOCIAL INTERACTION
CITIZENSHIP,
SUSTAINABILITY AND
GLOBAL PERSPECTIVE
To use a collaborative approach to Internet marketing problemsolving in classroom activity
To use a team approach to managing all of the dimensions of the
expectations of the course
To identify the likely Internet marketing related ethical issues that
may arise given a business scenario
To integrate social and global perspectives into marketing process
35
35
35
35
*See Faculty of Business – Our Commitment to Assessment and Constructive Feedback for
description of the six “Levels” of Comprehension.
EVALUATION PROFILE:
Assessment
% of
Final
Grade
Team /
Individual
25%
10%
Individual
OR Team
Team
5%
Team
15%
Team
Midterm
25%
Individual
Research article
OR e-book
marketing
Class
Contribution
Total
15%
Individual
OR Team
5%
Individual
Project 1: Creating
Connections
Project 2 Part I
Communications
CAPabilities Assessed
Analysis Social
&
Interaction
Decision
Making
Citizenship,
sustainability
and global
perspective
Client Website Audit
& e-Marketing
Recommendations
Project 2 Part II
Google Online
Marketing Challenge
– Pre-Campaign
Strategy
Project 2: Part III
Google Online
Marketing Challenge
– Post Campaign
Summary & Client
Presentation
100%
COURSE CONTENT/SCHEDULE:
Date
Week 1
Jan. 9th
Face-to-face
Topic
COURSE INTRODUCTION AND TEAM FORMATION
Internet marketing introduction
Course approach, course website and project overview
Client project ideas & teams formed
Creating Connections Website Requirements
Resources and
Deadlines
Join course website
(create zenportfolios.ca
account if you don’t
already have one, login &
join collaboration group)
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Week 2
Jan. 16th
Online
Week 3
Jan. 23rd
Face-to-face
Week 4
Jan. 30th,
Online
Week 5
Feb 6th
Face-to-face
Week 6
Feb 13th
Online
Week 7
Feb 20th
Week 8
Feb. 27th
Online
STRATEGY, SOCIAL MEDIA AND MOBILE
MARKETING
The Internet macro/micro environment
Internet marketing strategy
Creating Connections e-marketing brainstorming
Social Media Channels
Social Media Marketing
Mobile Marketing
MARKETING MIX AND WEB DEVELOPMENT
The Internet and the marketing mix
Relationship marketing using the Internet
Online customer experience
Creating Connections exercise
Website design
Website development
PayPal integration
WEB ANALYTICS
Monitoring the online presence
Google Analytics
Website Traffic
ROI
Conversion
SEARCH ENGINE OPTIMIZATION & RESEARCH
SEO Principles
SEO Tactics & Tips
Online Marketing Research
Website Usability and 7Cs
Website Audit
Creating Connections exercise
KEYWORD (PPC) ADVERTISING
Principles
Tactics & Tips
Google AdWords Introduction
Reading Week – no class
ONLINE PROMOTION - I
Online Advertising
Online PR
Viral Marketing
Affiliate Marketing
Email Marketing
Creating Connections exercises
Video tutorial: Online
Marketing Fundamentals,
1 hr. 47 min. (Lynda.com)
Clients selected by groups
for project.
Selected readings (see
course website)
Assorted articles
(see course website)
Video tutorial: Google
Analytics Essential
Training, Approximately
2 hrs. (Lynda.com)
Analyzing Your Web Site
to Improve SEO, 1 hr. 26
min. (Lynda.com)
Project 2 – Part I Website
Audit and e-Marketing
Recommendations due
Video Tutorial: Google
AdWords Essential
Training, approx. 2 hrs.
(Lynda.com)
Video Tutorial: Google
AdWords Essential
Training continued
approx. 2 hrs.
(Lynda.com)
See course website for
e-textbook readings
Project 2 Part II
Google Online Marketing
Challenge – PreCampaign Strategy
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Week 9
March 6th
Face-toface
Week 10
Tuesday,
March 12th
WORK ON PROJECTS
Week 10
March 13th
ADWORDS CONTINUED
CREATING CONNECTIONS EVENT
Online
Week 11
March 20th
Face-to-face
Week 12
March 27th
E-COMMERCE TECHNOLOGY
PayPal
WordPress e-Commerce Plugins
Note: Attending Creating
Connections is a required
part of this course as it is
an important part of
Project 1..
Video Tutorial: Google
AdWords Essential
Training continued
approx. 2 hrs.
(Lynda.com)
Project 1 – Creating
Connections Project
Summary Memo Due
PayPal Essential Training,
approximately 2 hrs.
(Lynda.com)
MIDTERM EXAM
Online
Week 13
April 3rd
Face-toface
Week 14
April 10th
CLIENT PITCHES
Project 2 Part III – Post
Campaign Summary &
Client Presentation due
COURSE WRAP UP EXERCISES
Research article OR ebook marketing due
Online
Week 15
Exam
Weeks
There is no final exam in this course
UNIVERSITY POLICIES
Capilano University has policies on Academic Appeals (including appeal of final grades),
Student Conduct, Cheating and Plagiarism, Academic Probation and other educational issues.
Copies of these and other policies are published each term as part of the Registration Guide,
and they are always available on the University website.
In addition to the policies of the university, the School of Business has the following policies
governing the management of our classes and curriculum.
SCHOOL OF BUSINESS POLICIES
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Examination and Pivotal Presentation Exemption Policy
All students are required to appear and write their scheduled Mid-Term and Final examinations,
and to produce, by the assigned date, all pivotal presentations, individual and/or group, unless
they meet one of the following criteria:
“Medical Exemption” will be considered, if:
Within the ten calendar days prior to a mid-term or final examination, or within ten days of a
pivotal presentation, a student falls ill or is injured.
“Falling ill” is defined as being formally advised by a physician of the need to isolate
oneself for the purpose of preventing communication of disease or infection to others; being
advised by a physician of compromised immunity that requires isolating oneself from contact
with others to prevent communication of disease of infection to themselves, or; being in a
physical state of health which so compromises a student’s ability to function, physically or
cogitatively, during the ten days prior to the examination or presentation date.
“Injury”, for the purpose of Exemption, is defined as sudden, unanticipated physical
harm that renders the applicant physically incapable of attending campus or, in such physical
distress that the student is specifically advised by their physician to abstain from appearing at
their examination or presentation. Students who are prescribed medication(s) to treat their
injury and who believe that the medication(s) may be impairing their ability to successfully
prepare for or write their examination or presentation may provide written evidence of their
concerns as verified by their physician.
“Catastrophic Personal Loss Exemption” will be considered, if:
Events occur in the student’s life that are of such scope as to sufficiently distract a student from
the examination or presentation preparation period, or from appearing at or adequately focusing
on, the scheduled examination or presentation itself.
This could include; loss of housing due to eviction, flood or fire; or death of an immediate family
member* (Defined as a sibling, parent or grandparent, child, partner or spouse, parent or stepparent, aunt, uncle, niece, or nephew and first cousins.). Immediate family member does not
include general acquaintances. Circumstances that may qualify as a personal loss could also
include an immediate family member being diagnosed with a significantly life-altering or lifethreatening illness or injury.
In all of the above scenarios, a physician’s letter or other specifically requested documentation
must be provided to satisfy the Instructor as to the validity of the claim, and must be provided
within ten calendar days prior to the date of the exam or presentation. If an instructor agrees
with the request for Exemption, the request for must be presented by the instructor to their Unit
Convenor for consideration and his/her approval. No request for Exemption will be considered
approved by virtue of submission, and will remain as merely “under consideration” until
approved or rejected by the Unit Convenor. A student applying for an exemption for a specific
section which is instructed by the Unit Convenor will have their application reviewed by the ViceChair or Chair of the School of Business.
Any student who applies for and receives an Exemption will be assigned a Future Examination
or Presentation Date: this date is non-negotiable. Failure to appear on/at the single date and
time assigned by the instructor will result in an automatic “0” grade for that exam or assignment.
This “0” grade may not be appealed or contested, and will not be changed.
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Attendance: Regular attendance and punctuality are both essential and expected due to the
nature and format of the course materials.
Cheating and Plagiarism:
Cheating is an act of deceit, fraud, distortion of the truth, or improper use of
another person’s effort to obtain an academic advantage. Cheating includes
permitting another person to use one’s work as their own. Plagiarism is the
presentation of another person’s work or ideas as if they were one’s own.
Plagiarism is both dishonest and a rejection of the principles of scholarship.
Information about how to avoid plagiarism by proper documentation of sources is
available in the Writing Centre and is published on the University website in the
University Policies page.
Penalties for Cheating and Plagiarism:
A grade of ‘0’ for an examination, quiz or assignment or ‘F’ for the course may be
assigned if cheating or plagiarism has taken place. First incidents deemed by
the instructor to be particularly serious or second or subsequent incidents of
cheating and plagiarism will be dealt with under the provisions of the University
Policy on Cheating and Plagiarism (See the University website). All students
should familiarize themselves with the University Policy on Cheating and
Plagiarism as such behaviour can result in suspension from the University.
Incomplete Grades:
Incomplete grades will not be given unless special arrangements have been
made with the instructor prior to the date set by University Administration.
Professional Behaviour:
Students must demonstrate a professional attitude and behaviour toward work,
fellow students and their instructors. Each student should demonstrate reliability,
respect for and co-operation with colleagues. A willingness to work calmly and
courteously under difficult conditions as well as a determination to achieve firstclass work while meeting deadlines is necessary in the Business Faculty.
Students should have respect for equipment and systems. Students should
display a constructive response to criticism.
Copyright Policy:
Students are expected to familiarize themselves with and abide by the
University’s Copyright Policy. The University’s Copyright Policy is published in
the University website.
PROGRAM POLICIES – Capilano School of Business
In addition to Capilano University and Faculty of Business & Professional Studies policies, the
School of Business has the following policies governing the management of our classes and
curriculum.
Missed Exams and Quizzes:
Missed exams or quizzes will receive a grade of "0" unless PRIOR
arrangements (wherever possible) are made with the instructor.
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Permission to make up an exam will only be given in extraordinary
situations such as illness of the student or the death of a close family
member. In the School of Business Policies section of this outline, see
“Examination & Pivotal Presentation Exemption Policy”. A doctor’s
certificate, or other proof supporting the reason for the absence, will be
required.
English Usage:
All assignments are marked for correct English usage, proofreading and
formatting.
Grading Profile:
A+
A
A-
90-100%
85-89
80-84
B+
B
B-
77-79
73-76
70-72
C+
C
C-
67-69
63-66
60-62
D
F
50-59
Below 50%
COURSE LEVEL POLICIES
In addition to Capilano University and Capilano School of Business policies, the following
policies govern the management of this class and its curriculum.
Assignments:
Homework assignments are due at the start of class on the due date
unless otherwise advised by your instructor. Late assignments will only
be accepted if prior approval for a late submission date has been given by
the instructor.
Programmable
Tools:
Please note the use of programmable items such as calculators,
dictionaries etc. is forbidden during tests, quizzes, and exams. Cell
phones are not to be brought to any test, quiz, or exam unless the
instructor has given permission to use.
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