Marketing on the
Internet
MK 337
SPRING SEMESTER
2003
Instructor: Prof. Judy Hansen-Childers
Office: Room 209
Home Phone: 582-7632
Office Hours:
Monday, Wednesday, Friday:
Monday:
Tuesday and Thursday:
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
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
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
Important Links
World Wide
Web Marketing Companion Site
SCHEDULE
|
DATE |
TOPICS |
|
|
1/15 & 1/17 |
Introduction
to Marketing
on the Internet Chapter
1 |
|
|
|
|
|
|
1/20, 1/22, 1/24 |
Chapter 2 |
|
|
|
|
|
|
1/27, 1/29, 1/31 |
Basic Web Site Design Chapter 3 |
|
|
|
|
|
|
2/3, 2/5, 2/7 |
Chapter 4 |
|
|
|
|
|
|
2/10, 2/12, 2/14 |
Chapter 5 |
|
|
Vacation ! |
Winter Vacation = February 17 - 23 |
|
|
2/24, 2/26, 2/28 |
Customer Feedback Chapter 6 |
|
|
|
|
|
|
3/3, 3/5, 3/7 |
Chapter 7 |
|
|
|
|
|
|
3/10, 3/12, 3/14 |
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: