Marketing on the Internet

THOMAS COLLEGE

MK 337

SPRING SEMESTER 2003

Instructor: Prof. Judy Hansen-Childers

Office: Room 209

Home Phone: 582-7632

Office Hours:

Monday, Wednesday, Friday: 9:00 AM to 10:00 AM

Monday: 1:30 PM to 2:30 PM

Tuesday and Thursday: 9:30 AM to 10:30 AM

You are welcome to drop by at other times or make an appointment !

Office Phone: 859-1335

E-Mail: hansenj@thomas.edu

Snow Phone/Cancellation Line: 859-1140

Class Schedule:   Monday, Wednesday, Friday from 11:00 to 11:55 AM (Section D) in the Auditorium.

Text:  World Wide Web Marketing: Integrating the Web Into Your Marketing Strategy  by Jim Sterne (John Wiley & Sons; ISBN: 0471416215)

COURSE DESCRIPTION: Prerequisite: MK 116 and CS 115/116.

The Internet is a dynamic environment offering opportunities for implementing and enhancing many traditional marketing activities and employing new marketing approaches.  This course will look at how marketing processes - online and offline - can be enhanced via the Internet.  It explores the impact of the Internet on marketing strategy and tactics. It explicitly considers using the Internet to increase the value delivered to customers and improve a firm’s competitiveness.

The objective of this course is to learn how to keep abreast of the Internet as it evolves and evaluate its ability to facilitate marketing.  Through this course, students should gain an understanding of the practices, issues, opportunities, and challenges associated with marketing on the Internet.  To meet these objectives we will use Web-based activities, class discussions and exercises, case studies, and readings.

 

COURSE OBJECTIVES (Learning Outcomes):

By the end of the course, the student should:

1.   Have developed an understanding of what the Internet is and how it affects marketing.

2.   Have developed a working knowledge of the terms and concepts relevant to Internet marketing.

3.   Have an understanding of and be able to critically evaluate the ways that marketing is done, can be done, and    should be done using the Internet.

4.   Have developed an understanding of the elements of good web site design.

5.   Have developed a basic web site.

6.   Have developed the knowledge and ability to transfer files to and manage files and directories on a web server.

7.  Have developed an understanding of the role information technology plays in establishing a competitive edge.

 

ASSESSMENT: 

 

The student’s attainment of the learning outcomes will be assessed through their written web site reviews, a web design project, written assignments, case studies, and class participation.

 

ASSIGNMENTS:

IMPORTANT! Students are expected to read the material in the text OUTSIDE OF CLASS.

Students will be expected to complete assigned readings and written assignments by their due dates. Students will be placed in groups for in-class projects and case studies. 

IF YOU ARE HAVING PROBLEMS UNDERSTANDING THE READING OR THE MATERIAL COVERED IN CLASS PLEASE SEE ME ASAP!!  (However, I will expect that you have made a good faith effort to attend class and read the assigned material). J

 

GRADING SYSTEM

A (94 - 100) A- (90 - 93) B+ (87 - 89) B (83 - 86) B- (80 - 82)

C+ (77 - 79) C (73 - 76) C- (70 - 72) D+ (67 - 69) D (63 - 66)

D- (60 - 62) F (below 60)

 

GRADING:

10 Web Site Reviews……………….……...40%

Web Site Project  …………………….….30%

Written Assignments / Case Studies .….….30%

 

ATTENDANCE:

Students are expected to attend all class sessions and to be prepared to discuss the assigned readings and written homework If a student must miss a class session, it is the student’s responsibility to arrange other ways of obtaining the information covered in class. Please notify the instructor in advance if you have to miss a class. Your attendance and participation in class will be considered when your final grade is being calculated and will have a bearing on your grade. IMPORTANT! Students with excessive absences may not receive a passing grade.

INTEGRITY OF SCHOLARSHIP:

Students who plagiarize papers and projects or cheat on exams will receive zeros for the work in question and may fail the course.

OTHER IMPORTANT NOTES:

·        Changes in the syllabus and assignments may be modified as deemed appropriate by the instructor.  All changes will be announced in class.

·        Students with a disability who are requesting academic accommodations should contact Ellen McQuiston at the Center for Academic Support (CAS) and the instructor as soon as possible.

 

Important Links

AMAZON.COM

OUTCRIER.COM

WEB MARKETING DIRECTORY

L.L. BEAN

BUYING ONLINE HOW-TO

GUERRILLA MARKETING

LAND’S END

BOEING

ETRAFFIK.COM

EDDIE BAUER

CARSDIRECT.COM

DIGITAL AD MEDIA.COM

J.CREW

CARSMART.COM

DOTFACTOR.COM

WAL-MART

BARNES & NOBLE

GLOBAL REACH

OVERSTOCK.COM

EBAY

CLICKZ TODAY

World Wide Web Marketing Companion Site

Website Development Project

Thomas College Homepage

 

SCHEDULE

DATE

TOPICS

1/15 & 1/17

Introduction to Marketing on the Internet

Internet Trends

Chapter 1

 

 

1/20, 1/22, 1/24

Customer Service and Support

Chapter 2

 

 

1/27, 1/29, 1/31

Basic Web Site Design

Chapter 3

 

 

2/3, 2/5, 2/7

Intermediate Web Site Design

Chapter 4

 

 

2/10, 2/12, 2/14

Selling Services

Chapter 5

 Vacation !

 Winter Vacation = February 17 - 23

2/24, 2/26, 2/28

Customer Feedback

Chapter 6

 

 

3/3, 3/5, 3/7

Value-Added Marketing

Chapter 7

 

 

3/10, 3/12, 3/14

Personalization

Chapter 8

 

 

3/17, 3/19, 3/21   

Professional Personalization

Chapter 9

 

 

3/24, 3/26, 3/28

Partner Relationship Management

Chapter 10

 Vacation !

 Spring Vacation  = March 31 – April 6

4/7, 4/9, 4/11

Attracting Attention

Chapter 11

 

 

4/14, 4/16, 4/18

Measure for Measure

Chapter 12

 

 

4/21, 4/23

Managing Your Site

Chapter 13

Friday, April 25 = Olympic Day! NO CLASSES!

4/28, 4/30, 5/2

The Future of Internet Marketing

Web Site Project Presentations

Chapter 14

 

 

Finals Week

 

Web Site Project Presentations

 

 

 

   

This syllabus may be changed at the discretion of the instructor.

Last Revised: April 4, 2002