JUDY STRAUSS AND
RAYMOND FROST PRENTICE HALL ISBN 0-13-032264-4
INSTRUCTOR: Dr. Mendi Mullett
TELEPHONE: PHONE: 303 638-6049
E-MAIL: classworx@hotmail.com
II. COURSE DESCRIPTION AND OBJECTIVES
Course Description:
Explores how e-business is transforming traditional marketing concepts and functions and examines the advantages and disadvantages of digital age marketing. The focus is on how businesses are capitalizing on the convergence of media in order to increase or create their market presence. Products, services and information-based marketing strategies, including business-to-business and business-to-consumer models are explored. Topics include: e-tailers, brand development, marketing mix for the Internet, advertising, competition and pricing implications, consumer behavior and demographic changes, interactive strategies, intelligent information agents, consumer service, implementation, fulfillment, distribution channels and measuring results. This course will examine successful business models.
Course Objectives: By the end of this course the student will be able to:
A. Understand and apply the principles of E-Marketing to the development of an e-marketing plan.
B. Recognize the impact of virtual communities and market research on the E-Marketing environment.
C. Understand the use of the marketing process in E-Marketing.
D. Apply knowledge acquired to multiple industry sectors.
E. Utilize knowledge gained about Marketing in E-Business.
F. Prepare an E-Marketing plan.
III. COURSE ASSIGNMENTS
E-MARKETING PLAN: Students will research and develop a comprehensive E-marketing plan. Research should consider and include real world activities and sources related to the company, product, service or idea. The textbook is an excellent source for tools for analysis and organization of information. Possibilities for references used for this assignment include the text, the Internet, Pro Quest, company sources, etc. Consider also doing some primary research if possible. Use the E-Marketing Plan Outline in the Course Documents
E-MARKETING PLAN POWERPOINT: Prepare a 10-15-slide PowerPoint presentation covering the main points in your E-Marketing Plan.
ARTICLE REVIEWS: Each student will select 2 contemporary articles to summarize for the class. The summary should not exceed one page and should follow The Criteria for Excellence Guidelines for Article Reviews. The summary should hit the main points and pose some questions or issues for discussion. A link to the full article should also be posted. This is a terrific opportunity to share current, competitive, E-marketing ideas and information.
FINAL EXAM: The exam will be made available to you as an online quiz. Each answer to each question will probably exceed a page, 12 point font, double spaced. If it doesn’t, think about it more analytically and include examples in your response. Your response to each question should be viewed as a separate essay with an introduction and a closing as well as body information.
IV. GRADING AND EVALUATION:
Grading:
Discussion Questions 100 Points
Participation Replies 100 Points
E-Marketing Plan:
Written Plan 300 points
PowerPoint Presentation 100 points
Article Review 2 @100 each 200 points
Final Exam 200 points
1000 points
V. COURSE EXPECTATIONS:
General Instructions:
1. The textbook explains the principles you will use to develop the planning documents required for the course. You should pre-read the appropriate chapters and complete the assignments so that you can facilitate the invaluable online discussions that are a critical component of the learning process for this fast-paced five and a half week course.
2. The authors present the material using a normative or prescriptive approach (how E-marketing should ideally be done) along with various examples of the descriptive approach (how E-marketing, in fact, is really done or what sometimes happens in the real world). To get a balanced perspective, students are encouraged to consult a variety of articles from various sources that describe contemporary E-marketing practices. Student perspective, insight, opinion and commentary are also critical elements of this marketing class.
3. Based on text chapters and topics identified in the syllabus, the instructor will utilize Socratic dialogue to facilitate a discussion of basic E-marketing concepts, ideas, practices and philosophies.
4. There are a total of 11 sessions in this 5 1/2 week course. To make clear how each week flows, it may be helpful to think of each week as 2 sessions. Thursday, Friday, and Saturday constitute a session and Monday, Tuesday, Wednesday constitute a session.
5. An E-marketing plan will be a significant part of the course. Although there is no specific requirement to turn in a draft for review, I welcome the opportunity to work with you in the development of an E-marketing plan that you can be proud of.
6. "Active" online class participation is necessary for success in this class. Mismanagement of time is not an acceptable excuse for missed assignments, especially at the graduate level. It becomes increasingly difficult to justify the same grade for a student who posts regularly, actively participates in online discussions and completes assignments on time compared to the student who has sporadically posted and participated minimally.
7. The work completed, including assignments, will be posted directly to the platform, so that all students can explore and consider each other's comments, responses, input and perspective.
8. When a question arises that is personal in nature and one that a student chooses not to share with the entire class, then e-mail directly to the Instructor is the appropriate course of action.
9. The Instructor will use e-mail and platform announcements to send messages or clarifications to the entire class, thus students should check both e-mail and log into the platform at least 4-5 times a week.
10. Students are expected to stay connected to the course for the entire 5 1/2 week period. Should a student have to travel or be away from their usual home or office environment, it is the student's responsibility to make sure that they have Internet access in order to comply with course requirements.
11. Students should peruse, explore and learn the platform as soon as possible and understand that the more time spent working on the platform, the quicker the platform becomes a familiar place.
Methods and Procedures:
1. This is an interactive, student-centered course. The focus will center on application and utility of textbook principles. This will be accomplished through the discussion forum, critical review of articles, and the creation of an E-Marketing plan.
2. In an effort to stay as up-to date as possible in the rapidly changing E-marketing environment, article reviews will be presented by the students and form the basis for discussion of current issues.
VI. SUGGESTED BOOK LIST
Corporate Internet Planning Guide by Richard J. Gascoyne and Koray Ozubuku
Net Ready by Amir Hartman, John Sifonis and John Kador
Blown to Bits by Phillip Evans and Thomas Wurster
Net Gain by John Hagel III and Arthur Armstrong
Customers.Com by Patricia B. Seybold
e-Business 2.0 Roadmap for Success by Dr. Ravi Kalokata and Marcia Robinson
Businessplan.com: How to write a web-woven strategic business plan by L. M. Ross
Permission Marketing by Seth Godin
Dynamic E Business Implementation Management by Bennet P. Lientz and Kathryn P. Rea
Hosting Web Communities by Cliff Figallo
Communities of Commerce by Stacey E. Bressler and Charles E. Grantham Sr.
Evolve! By Rosabeth Moss Kanter
Managing Interactivity by Mary E. Boone
e-Leadership by Susan Annunzio
High Flyers: Developing the Next generation of Leaders by Morgan W. McCall Jr.
Leadership and the New Science by Margaret J. Wheatley
E-Leader by Robert Hargrove
The 11 Immutable Laws of the Internet by Al and Laura Ries
Differentiate or Die by Jack Trout
VII. SCHEDULE
Lesson Date Activity/assignment
Day 1 2/12 Review the online material for the course
Post your bio and respond to classmate bios
1 2/13-2/15 Chapter 1 - Introduction to E-Marketing
Online discussion and posting of responses to discussion topics
2 2/17-2/19 Chapter 2 - Internet User Characteristics
Online discussion and posting of responses to discussion topics
3 2/20-2/22 Chapter 3 – Marketing Knowledge
Online discussion and posting of responses to discussion topics
Submit proposed E-Marketing plan focus in the online dropbox
4 2/24-2/26 Chapter 4 - Product and Pricing
Online discussion and posting of responses to discussion topics
Post first Article Summary and article site
Post not later than midnight on 2/26
5 2/27-3/1 Read and comment on your classmates’ articles
Chapter 5 - Distribution
Online discussion and posting of responses to discussion topics
6 3/3-3/5 Chapter 6 – E-Marketing Communication
Online discussion and posting of responses to discussion topics
Post second Article Summary and article site
Post not later than midnight on 3/5
7 3/6-3/8 Comment on your classmates articles
Chapter 7 – Customer Relationship Management
Online discussion and posting of responses to discussion topics
8 3/10-3/12 Chapter 8 – The E-Marketing Plan
Online discussion and posting of responses to discussion topics
9 3/13-3/15 Chapter 9 – Leveraging Technology
Online discussion and posting of responses to discussion topics
10 3/17-3/19 Chapter 10 – Ethics and Law
Online discussion and posting of responses to discussion topics
Post E-Marketing Plan document and PowerPoint presentation
Post not later than midnight on 3/19
11 3/20-3/22 Read and comment on your classmates’ E-Marketing Plans
Submit Final exam
Final must be received not later than midnight on 3/22
