Marketing - Electronic Commerce Specialization


Contact: Dr. Vince Decker, Professor of Business Management,, 434.797.8470

David Bonebright, Professor of Business Management and Marketing,, 434.797.8529

Length of Program: A full-time student may complete this program in four semesters.

Purpose: The Marketing – Electronic Commerce Specialization program is designed for students who are interested in employment in the fields of Web design and Internet marketing in business-to-business (B2B) and business-to-consumer (B2C) transactions. This degree program is a blend of business, marketing, and information technology courses. Persons seeking initial employment in the electronic commerce field or already employed in a related area and seeking advancement may benefit from this program.

Occupational Objectives: Students completing the marketing degree with a concentration in electronic commerce will have the skills needed to take a leadership role in the development and/ or management of electronic commerce activities in a variety of workplace settings. In addition to being trained specifically in electronic commerce, graduates of this program will be prepared for possible employment opportunities in a variety of management and marketing positions. The following occupational titles represent examples of possible employment opportunities for graduates with an electronic commerce specialization:

    • Web Designer / Developer
    • Sales Representative
    • E-Business Account Manager
    • Management Trainee
    • Internet Service Provider
    • Department Manager
    • Web Sales
    • Support Coordinator
    • Direct Marketer
    • Administrative Assistant
    • Internet Entrepreneur
    • Web Site Development and Maintenance
    • Specialist Production
    • Supervisor
    • Internet Marketer
    • Search Engine Optimization
    • Small Business Owner/Manager
    • Other Related E-Commerce Occupations
    • Other Related Marketing Occupations
    • Office Manager

    Admission Requirements: In addition to the requirements established for the College, entry into this program requires completion of four units of high school English and one unit of high school mathematics. If you meet the general admission requirements, a counselor will discuss with you the strengths and weaknesses of your academic background and your strengths and weaknesses as revealed by an appropriate placement test. You may correct any deficiencies in academic preparation in the College’s developmental studies program.

    Program Description: The program includes technical courses in marketing, information technology, business management, and general education courses. Instruction will include both theoretical concepts and practical applications needed for further success in marketing and e-commerce. You are urged to consult with the counseling office to plan your program. Since this program has several elective courses, you must work with your academic advisor in planning your program and selecting electives. Upon satisfactory completion of the program, you will be awarded the Associate of Applied Science Degree (AAS) in Marketing with an Electronic Commerce Specialization.

    Program Requirements: To receive the Associate of Applied Science in Marketing with an Electronic Commerce Specialization, you will need to complete 66 credits with a grade point average of 2.00 or better. The outline on the following page represents a typical order of courses taken by full-time students.

    Program Outcomes

    DCC Marketing—Electronic Commerce Specialization graduates will demonstrate the ability to:

    1. understand the role and practice of marketing within an organization, including theoretical and applied aspects of the marketing discipline;
    2. Utilize industry standard computer software products in business communication media such as written reports and business plans using word processing software (i.e., Microsoft Word) and business presentations using presentation software (i.e., Microsoft PowerPoint);
    3. perform and interpret basic business math calculations (e.g. mark-ups, interest rates, ratios, etc.) and business accounting principles, basic financial reports and book keeping fundamentals;
    4. understand the basic concepts associated with business ethics and the importance of developing and adhering to a strong set of generally-accepted ethical principles, particularly the rapidly-developing area of Internet ethics;
    5. demonstrate basic principles of human relationship skills which can be used to successfully interrelate with customers, associates, employees, and superiors in an electronic commerce setting;
    6. understand basic economics, various economic systems, legal and regulatory requirements for business and industry and their impact on business;
    7. create, develop, and update attractive, fully-functional web pages using html;
    8. create, develop, and update attractive, fully-functional web pages using a variety of industry standard web editing software products (i.e., Microsoft Expression, Dreamweaver, etc.);
    9. understand the basics of web programming (i.e., Java), electronic payment systems, and back-end applications (i.e., Microsoft Access); and
    10. understand how electronic commerce strategies and web design techniques fit into an organization’s overall marketing plan.

    Course Sequence

    First Semester   Lecture Hours Lab Hours Course Credits
    AST 117 Keyboarding for Computer Usage 1 0 1
    BUS 100 Introduction to Business 3 0 3
    BUS 121 Business Mathematics I 3 0 3
    ENG 111 College Composition I 3 0 3
    ITE 115 Intro. to Computer Applications & Concepts 3 0 3
    MKT 100 Principles of Marketing 3 0 3
    SDV 100 College Success Skills 1 0 1
    Total   17 0 17
    Second Semester   Lecture Hours Lab Hours Course Credits
    BUS 200 Principles of Management 3 0 3
    ITD 110 Web Design I 3 0 3
    MKT 281 Principles of Internet Marketing 3 0 3
    ECO 120 Survey of Economics 3 0 3
    HLT/PED Elective 0 2 1
      E-Commerce Elective* 3 0 3
    Total   15 2 16

    Third Semester   Lecture Hours Lab Hours Course Credits ACC 111 Accounting I 3 0 3 BIO 100 Basic Human Biology 3 0 3   2 - E-Commerce Elective (3 credits each)* 6 0 6 MKT 216 Retail Organization & Management 3 0 3 MKT 228 Promotion 3 0 3 Total   18 0 18

    Fourth Semester   Lecture Hours Lab Hours Course Credits
    BUS 108   Business Etiquette 1 0 1
    BUS 149   Workplace Ethics 1 0 1
        E-Commerce Elective* 3 0 3
    HUM 198   Seminar and Project in Humanities 3 0 3
    MKT 170   Customer Service 1 0 1
    MKT 298
    MKT 297
      Seminar & Project in Marketing OR
    Cooperative Education



    MKT 110   Principles of Selling 3 0 3
    Total     15 0 15


    E-Commerce Electives:   Course Title Prerequisite(s)
    ENG 123   Writing for the Web ENG 111 or 115
    ITD 112   Designing Web Page Graphics ITD 110
    ITD 210   Web Page Design II ITD 110
    ITD 212   Interactive Web Design ITD 110
    ITE 130   Intro to Internet Services None
    ITE 150   Desktop Database Software ITE 115
    ITE 182   User Support / Help Desk Principles ITE 115
    ITP 100   Software Design ITE 115
    ITP 140   Client Side Scripting ITP 100
    MKT 284   Social Media Marketing MKT 100
    ITP 120   Java Programming ITP 100
    ITP 100   Software Design ITD 115
    ITD 115   Web Page Design & Site Mgmt ITE 115
    PHT 100   Intro to Photography None
    PHT 101   Photography I None


    Total Minimum Credits for the Associate of Applied Science Degree in Marketing, Track 3 (E-Commerce Specialization): 66