The aim of this course is to provide students with the ability to:
- Evaluate the role of digital marketing and e-commerce in current marketing frameworks
- Apply digital marketing and e-commerce processes in traditional business environments
- Develop and evaluate innovative digital marketing and e-commerce strategies
- Apply digital marketing and e-commerce concepts to enhance customer satisfaction

AT1: Individual Participation and Class Discussions (20%)

Students’ contribution, as measured by quality and frequency, will significantly influence their participation grade. In the spirit of online communications, students’ contributions to class discussions as well as online contributions (such as postings on the course discussion board or on the course site) count toward earning participation points.

AT2: Exercises and Individual Report (30%)

A variety of exercises will be used to stimulate creative thinking and facilitate the application of key concepts to the real world. These may include small-group exercises, mini-cases, role-playing games, short presentations, etc.

An individual report is used to assess students’ competence in applying the theories and concepts covered.

AT3: Group Case Analysis (20%)

Students will work in groups to examine a digital marketing case study. They will prepare a report and present their findings in class.

AT4: Group Consulting Project (30%)

Students will be required to undertake an extensive team project in which they design a digital marketing strategy & plan for a real company (preferably a local company).

The major goal of the project is to synthesize concepts and tools learned in this course and apply them to the marketing of a real business online. Students will go through the process of gathering information, analyzing opportunities, evaluating business models, and designing digital marketing campaigns.