MKTG 4451

3.0 Credits


Students examine how the Internet is rapidly becoming one of the primary communication, marketing and commercial medium for businesses in almost every industry, and how managers can effectively use this tool to execute their organization's strategic plans. Topics include an overview of electronic commerce; e-marketplaces including auctions and portals; online marketing and consumer behaviour; business-to-business e-commerce; e-government; e-learning; social networks; search engine maximization; e-commerce security; payment solutions and order fulfillment; e-commerce security; e-commerce strategy and global issues; legal, ethical and tax issues; and launching an e-commerce business.

Delivery Method



Recommended: MKTG 2431-Marketing.


Upon successful completion of this course, students will be able to:

  • Outline a basic model of the Internet technology infrastructure
  • Assess E-Commerce strategies and applications, including online marketing, E-Government, E-Learning and global E-Commerce
  • Discuss the significance of Web 2.0 content and social networks in E-Commerce
  • Differentiate electronic marketplaces and give examples of E-tailing products and services
  • Compare B2B and B2C E-Commerce strategies, including market segmentation
  • Categorize advantages and disadvantages of different online payment options
  • Discuss common legal, ethical and tax issues in E-Commerce
  • Use the knowledge of online security issues to assess existing websites
  • Use the knowledge of the major E-Commerce revenue models to evaluate existing websites

Course Outline

  • Module 1: Overview of Electronic Commerce (EC)
  • Module 2: E-Marketplaces (Auctions, Portals etc.)
  • Module 3: E-Tailing Products and Services
  • Module 4: Online Marketing and Online Consumer Behavior
  • Module 5: Business- to-Business E-Commerce
  • Module 6: E-Government and E-Learning
  • Module 7: Web 2.0, Social Networks and Search Engine Optimization
  • Module 8: E-Commerce Security
  • Module 9: Payment Solutions and Order Fulfillment
  • Module 10: E-Commerce Strategy and Global Issues
  • Module 11: Legal, Ethical and Tax Issues
  • Module 12: Launching an E-Commerce Business
  • Module 13: E-Commerce Business Analysis Term Project

Maximum Completion

30 weeks.

Required Text and Materials

  1. Thompson Rivers University - Open Learning Division. Course Pack MKTG 4451: Electronic Commerce. Boston, MA: Pearson Custom Publishing, 2010.

This custom publication (ISBN: 0-176331190) contains two chapters from: Schneider, G. P. (2009). Electronic Commerce, (8th ed.). Boston, MA: Cengage Learning.

NOTE: The ISBN for the custom textbook students will receive differs from the one noted above.

  1. Turban, E., King, D., & Lang, J. Introduction to Electronic Commerce. 3rd edition. Upper Saddle River, NJ: Pearson Prentice Hall, 2011.
    Type: Textbook, ISBN: 978-0-13-610923-5

Additional Requirements

Computer with Internet access is required.

Open Learning Faculty Member Information

An Open Learning Faculty Member is available to assist students. Primary communication is through the Learning Environment's "Mail" tool. Students will receive the necessary contact information when starting the course.


To successfully complete the course, students must achieve at least 50% on the mandatory final examination and 50% in the overall course.

Assignment 1: 3 E-Commerce and E-Tailing 10%
Assignment 2: B2B E-Commerce Systems 10%
Assignment 3: Internet Fraud and Safety 10%
Assignment 4: Website, Journal and Personal Charter Analysis 20%
Final Exam* 50%
Total 100%

* Mandatory