Prerequisite Course(s): Completion of ENGL 002 or 007with a C or higher.

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1 BUSINESS STUDIES DEPARTMENT COURSE SYLLABUS Instructor: Andrew J. Wise SUBJ & NUM: MKTG 235 Office Location: Blocker 126-A Course Title: Internet Marketing Office Hours: Appointment Only Term & Year: Summer I 2015 Office Phone #: CRN & Credit Hours: CRN 6508, 3 Credits Mobile Phone #: Class/Lab Room #: Online Secretary s Phone # Class Meeting Times: Online Address: ajwise@hacc.edu Delayed Opening: HACC has approved the following delayed opening schedule for weather-related and other incidents. One or more of the following messages will be communicated depending on the circumstances: 1. All day and evening classes are cancelled. 2. All day classes are cancelled. An update will be provided by 2 p.m. regarding classes scheduled to begin at 4:30 p.m. or later. 3. The College will resume operations at 4 p.m. Classes beginning at 4:30 p.m. or later will meet on a normal schedule. 4. All classes beginning at 4:30 p.m. or later are cancelled. 5. Online classes operate as normal during weather-related events. Professors are asked to use their discretion in enforcing assignment deadlines if the event will cause unanticipated childcare, work or other personal challenges. 6. Classes beginning at 11 a.m. or later will meet and run on the normal schedule. All classes beginning prior to 11 a.m. are cancelled. Employees will report at 10:30 a.m. Catalog Description: Examines the process of developing, implementing, and evaluating strategies to successfully market products and services using internet marketing tools. The course covers the similarities and differences between the digital economy and traditional marketing practices, as well as industryspecific terminology. Students learn how to integrate digital media into marketing and business processes. Topics also include customer relationship development and retention marketing, marketing campaigns, website usability, search engine optimization, social media, and mobile marketing. Prerequisite Course(s): Completion of ENGL 002 or 007with a C or higher. Text(s), required: Roberts & Zahay, Internet Marketing: Integrating Online and Offline Strategies, 3 rd Edition, Cengage, Mason, OH, 2013 ISBN: Text(s), supplemental: Class handouts, Internet research, professional journals, Internet sources Learning Outcomes:

2 Upon successful completion of this course, the student will be able to: Discuss best practices in acquiring, communicating with, and retaining customers on the internet List the benefits of Web 2.0 and Web 3.0 Explain how strategies can become more consumer focused by using information-driven marketing Discuss the elements of a video marketing strategy Discuss the benefits and drawbacks of advertising on various social media networks List the steps involved in developing an marketing campaign Explain the basic process of optimizing a website for organic search Discuss how to build a personal and professional brand online Identify metrics that can be used to measure the success of social media marketing campaigns Explain the importance of applications in Customer Relationship Marketing (CRM) programs Explain the concepts of website usability and customer experience Describe the various technologies and channels used to deliver customer service Identify actions taken by businesses to protect Personally Identifiable Information Discuss the role Smartphones and mobile applications are playing in today s world of mobile marketing Schedule of Activities: See Assignments & Course Calendar Beginning on Page 8 of the Syllabus Method of Instruction: Material will be drawn from the following sources: Text coverage assessed through written exams. Current literature and specific exercise activities Discussion/Oral report and presentations. Evaluation of business practices on Internet through the study of various Internet sites - Assessed through written papers. Grading System & Course Requirements (exams, papers, lab procedures, lab supplies, etc.) and Point Distribution: 1. 25% Web Marketing Plan % Exam % Exam % Exam 3-Final Cumulative Exam % Assignments -Introduction Textbook Purchase Assignment -Social Media Marketing Assignment -4 Textbook Responses point, Times New Roman or Calibri, double spaced 6. 20% Discussion Discussion Forums Participation in the discussion portion of this course is vitally important. To complete these assignments you will be required to become part of an asynchronous group discussion prompted by several questions submitted by your instructor. Discussion dates will be clearly marked in

3 the Course Learning Module. Look for potential questions posted in the Course Learning Module during the period of the discussion. To create the environment for a fruitful discussion your responses should reflect a thorough reading of the sources and significant immersion in the other course material. I will log in on various times throughout the discussion period to read postings and pose directional questions designed to provoke further critical analysis and discussion of the various topics on the table. The degree and quality of participation in discussion will be assessed by your instructor; points will be awarded based on the quality of your responses, in other words how well you demonstrate that you are involved in the course material. It is not enough to simply log on and read the material. There is no way of telling if you really are involved unless you respond! You must RESPOND to get credit. IN ADDITION, TO FULFILL THE BASELINE REQUIREMENT FOR THE DISCUSSION FORUM YOU MUST RESPOND TO MY INITIAL QUESTION(S) (By 11:59 p.m. on Wednesday) AND MAKE TWO OTHER SUBSTANTIVE RESPONSES (by Friday at 11:59 p.m.) TO THE POSTINGS MADE BY OTHER STUDENTS. POINTS WILL BE DEDUCTED IF YOU DO NOT MAKE YOUR FIRST POST BEFORE THE FINAL DAY OF THE DISCUSSION PERIOD. FOR MAXIMUM CREDIT PLEASE RESPOND AS EARLY IN THE DISCUSSION PERIOD AS POSSIBLE. FAILURE TO MEET THESE BASELINE REQUIREMENTS FOR EACH DISCUSSION WILL RESULT IN GENEROUS POINT DEDUCTIONS. **The more dialogue created between students, the more everyone gains from the class. Final Grade Criteria: % A 80-89% B 70-79% C 60-69% D 59 and Under F Course Learning Module Procedures and General Advice Navigate through the course Web site, read the HACC Online Course Student Handbook, and the course syllabus before starting on the material. Doing these things will greatly enhance your ability to make it through the first weeks of this course. You will need, especially, to become as efficient as possible at Web site navigation, not only to save time, but to enhance your learning experience and minimize frustration. Many drop online courses during the first week out of frustration with the technology. Please take the time in beginning to get as proficient as possible! Select here for access to the online student handbook: Handbook.cfm Course Content Learning Modules The course is divided into Weeks and within each Unit there will be weekly course content learning modules. For our purposes, weeks run from Monday to Sunday. During most weeks, only one course content learning module folder will be available at a time. Access the material by clicking on the appropriate course content learning module icon located on the homepage. Each course content learning module will be revealed to you only after we have completed the content module prior. Expect the content to be available by Monday Morning; then and only then will you be able to access the new material. You will not be able to jump ahead, even if you finish all the material for the learning module before the end of the prescribed time. In each weekly learning module there will be a specific Discussion Board Q&A for students to ask each other and their instructor (me!) questions about technical issues, the week s course content, assignments, and/or requirements and expectations.

4 Make-up Policy/Late Work Students must contact me before an assignment due date in order for late work to be accepted or a make-up scheduled. If I do not hear from you before a due date you will not be allowed to submit or make-up the work. Exceptions will be made to this late policy if a student provides compelling documentation explaining the reason for the late work and/or for the failure to contact me before a particular due date. How to Proceed through the Week: Move through the content list in order. The learning module is set up for students to get through the week as painlessly as possible. Simply start on the first point and proceed from there. The information for this course builds on itself. So by the time you finish with the material you will be ready to construct your journal entry or participate in the discussion. Important Note Make a habit of logging in to the course on a daily basis, even if you are not doing any work for the course on that particular day. I will update any and all information for the course material, etc. and troubleshoot course related and web site navigation problems via messages to the class on the Desire2Learn mail tool. ASK QUESTIONS Please do not hesitate to ask me any questions about the course material or procedures. I make every effort to keep the channels of communication open throughout the semester. I return s as promptly as possible! Direct all technical questions to support (HELP Desk (717) or , extension 2570) or access the Where Do I Go for More Help? section of the Virtual Campus website; ( Business Studies Department Attendance Policy The faculty of the Business Studies Department is concerned with the total education of the individual and his/her future opportunities in business careers. Conceptual knowledge, skill, and proficiency are essential for successful business employment and effective citizenship. Equally important are the qualities of dependability and responsibility. Unless advised otherwise by their instructor, students should treat their Business Studies Department classes as they would a career-oriented job they want to keep. Therefore, students are expected to attend all scheduled classes and are responsible for all classrelated work and assignments. Students are also expected to contact the instructor when they are absent from class, prior to or on the day of absence if possible. The determination of the attendance policy for each course is the prerogative of the instructor, as stated in the instructor's printed course syllabus, subject to the approval of the Department Chair, which will be distributed to students during the FIRST class meeting. An instructor may require the student to furnish documentation substantiating that an absence should be considered excused. Circumstances may cause a student to be absent from a class on occasion, for example; illness, bad weather, accident, etc. The definitions of absence from the College attendance policy are as follows: Excused absence - An absence that occurred for reasons that were: a) beyond the student's control to prevent, and b) significant enough to prohibit attendance in class. Additionally, for the absence to be excused, the student also must also have contacted the instructor prior to or on the day of the absence. It s important to note that, depending on the number or pattern of prior absences, an absence explained as simply personal and family emergency may not be considered as excused unless sufficient detail is provided to the instructor.

5 Unexcused absence - An absence that occurred for reasons that were: a) within the student's control to prevent, and b) not significant enough to prohibit attendance in class, even if uncontrollable. Additionally, an absence may be considered unexcused if the student does not contact the instructor about the absence within a reasonable period of time. Students shall not be penalized for absence in regularly scheduled classes, except as indicated below: 1. Students are subject to policies and procedures approved in Administrative Procedure 661. Instructors requiring physical presence and participation may reduce course grades after the student has unexcused absence of 10% of the total class hours (four unexcused class hours for a three-credit course). 2. The student is responsible for ALL class work and assignments. Instructors will provide students who have an excused absence the opportunity to make up missed reports and exams, and if feasible, participation, if an absence has been excused. It is the student s responsibility to contact the instructor regarding missed work and assignments. Instructors may require a student to furnish documentation substantiating that an absence should be considered "excused" if absences become excessive or occur at questionable times (for example, on the day of an exam). 3. The student is responsible for attendance on the day of examinations, unless otherwise excused. 4. Instructors have the right to recommend to an Administrator that a student be dropped for an excessive excused or unexcused absence that precludes the possibility of passing the class whereupon the student will be given a grade of "F" or "W". Excessive absence is more than 15% of the class hours (six unexcused class hours for a three-credit course). The College is required by law to make attendance reports to the relevant agencies of students who are funded by veterans' benefits, social security payments, and various other federal, state, or private scholarship programs. Students in programs that are accredited/approved by external agencies must observe these special attendance policies delineated by the external agencies and contained in the printed course syllabus. Revised 05/19/09. Students who receive all F grades or a combination of all F and W grades for a term will have their eligibility recalculated at the end of the term. When this occurs, students may owe money on their account even if the term is over. Refer to AP 513, Financial Aid Satisfactory Academic Progress (FASAP) and Appeals Policy, for more details. Faculty will maintain accurate attendance records that indicate the last date attended for students receiving W or F grades who did not complete the course. Participation Policy I will monitor student involvement/attendance throughout the term. Unless prior arrangements are made, I will not hesitate to drop students who remain inactive (or fail to logon) in the course for a 10-day period. However, do not depend completely on me to drop you; it is the ultimate responsibility of the student to drop themselves from the course. Your course participation is evaluated through your work completed throughout the term. In other words, good participation relates directly to your overall performance in this course. If you turn in all of your work on time and in good order, participate in each discussion forum, and submit all other graded activities than I assume a student is participating in the course activities. No points are rewarded specifically for participation. Withdrawal Policy A student may withdraw from the course by completing an Add/Drop/Withdrawal form. A W grade may be granted by me up 48 HOURS PRIOR to the last day of INSTRUCTION

6 provided the student has met course requirements or in the event of extenuating circumstances to be determined by instructor on a case-by-case basis. If a student fails to communicate with me during the semester about pending circumstances that may infringe upon their ability to complete the course, a failing grade will be assigned, no exceptions. I reserve the right to assign a failing grade to any student who does not earn a D or better in the course. Do not depend on me to drop you or to give you a W on or near the last day! I will not drop a student who waits until the last week of instruction to contact me about their situation and requesting a drop. It is the ultimate responsibility of the student to withdraw from the class. If a student stops working in the course and does not withdraw from the course, a failing grade will be assigned, no exceptions. ACADEMIC DISHONESTY is defined in Administrative Procedure 594. A partial description of this procedure is given below. Academic dishonesty is defined as an intentional act of deception in which a student seeks to claim credit for the work or effort of another person, or uses unauthorized material or fabricated information in any academic work. It includes, but is not limited to: A. Cheating - giving or receiving answers on assigned material, using materials or aids forbidden by the instructor... unauthorized possession of examinations... B. Plagiarism - offering someone else's work, words, or ideas as one's own or using material from another source without acknowledgement. C. Interference interfering without permission with the work of another student, either by obtaining, changing or destroying the work of another student. D. Buying or selling of term papers, homework, examinations, laboratory assignments, computer programs, etc. E. Falsifying of one's own or another's records F. Knowingly assisting someone who engages in A - E above. Penalties for students found to have committed academic dishonesty include, but may not be limited to, the following: A. Lowering of a grade or failure for a particular assignment, B. Lowering of a grade, failure, and/or dismissal from the course. C. Disciplinary probation-may include a limitation on credits, mandatory repeat of a course, etc. D. Suspension from a curriculum. E. Suspension from the College STUDENTS IN NEED OF ACCOMMODATIONS: Students with disabilities who are in need of accommodations should contact the campus disability coordinator listed below. Coordinators for each campus are listed here: EEOC POLICY 005: It is the policy of Harrisburg Area Community College, in full accordance with the law, not to discriminate in employment, student admissions, and student services on the basis of race, color, religion, age, political affiliation or belief, gender, national origin, ancestry, disability, place of birth, General Education Development Certification (GED), marital status, sexual orientation, gender identity or expression, veteran status, genetic history/information, or any legally protected classification. HACC recognizes its responsibility to promote the

7 principles of equal opportunity for employment, student admissions, and student services taking active steps to recruit minorities and women. The Pennsylvania Human Relations Act ( PHRAct ) prohibits discrimination against prospective and current students because of race, color, sex, religious creed, ancestry, national origin, handicap or disability, record of a handicap or disability, perceived handicap or disability, relationship or association with an individual with a handicap or disability, use of a guide or support animal, and/or handling or training of support or guide animals. The Pennsylvania Fair Educational Opportunities Act ( PFEOAct ) prohibits discrimination against prospective and current students because of race, religion, color, ancestry, national origin, sex, handicap or disability, record of a handicap or disability, perceived handicap or disability, and a relationship or association with an individual with a handicap or disability. Information about these laws may be obtained by visiting the Pennsylvania Human Relations Commission website at HACC Virtual Learning Deborah Bybee Coordinator, Disability Services 104R 735 Cumberland Street Lebanon, PA Phone: dabybee@hacc.edu

8 Assignments & Course Calendar: Week 1 Time frame: May Assignments: Become Familiar with Course Syllabus Review Ch. 1 Internet Marketing as Part of the Marketing Communications Mix Introduce Yourself (By Wednesday at 11:59 p.m.) Reply to a minimum of two other posts (By Friday at 11:59 p.m.) Textbook Purchase Assignment Week 3 Time frame: June 8-14 Assignments: Ch. 3 Business Models and Strategies Ch. 3 Answer Internet Exercise Question #3 on Page 79 (1 page) Respond to the Week 3 Discussion prompt (By Wednesday at 11:59 p.m.) Begin Working on Final Web Marketing Plan o Select an Client for your Web Marketing Plan Week 2 Time frame: June 1-7 Assignments: Review Ch. 2 The Internet Value Chain Ch. 2 Answer Internet Exercises Question #1 on page 58 (1 page) Preview the Final Project Look at Past Good Project as an Example o See and Introduce yourself to your assigned group. Respond to the Week 2 Discussion prompt (By Wednesday at 11:59 p.m.)

9 Week 4 Time frame: June Assignments: Review Ch. 4 The Direct Response and Database Foundations of Internet Marketing and Ch. 5 Online Branding and Video Marketing Respond to the Week 4 Discussion prompt (By Wednesday at 11:59 p.m.) Week 5 Time frame: June Assignments: Review Ch. 6 Display Advertising and Other Customer Acquisition Techniques Respond to the Week 5 Discussion prompt (By Wednesday at 11:59 p.m.) Prepare for Exam on Chapters 1-6. Complete Exam on Chapters 1-6 on Desire2Learn Week 6 Time frame: June 29-July 5 Assignments: Review Ch. 7 Marketing to Build Consumer and Business Relationships and Ch. 8 Search Marketing SEO and PPC and Ch. 8 Answer Internet Exercise Question #2 on page 219 (1 page) Respond to the Week 6 Discussion prompt (By Wednesday at 11:59 p.m.)

10 Week 7 Time frame: July 6-12 Assignments: Review Ch. 9 Social Media Marketing and Ch. 10 Lean Generation and Conversion in B2B Markets Complete Social Media Marketing Assignment (LinkedIn, Twitter, Facebook) Respond to the Week 7 Discussion prompt (By Wednesday at 11:59 p.m.) Continue Working on Final Event Project Week 8 Time frame: July Assignments: Review Ch. 11 Customer Relationship Development and Retention Marketing and Ch. 12 Developing and Maintaining Effective Websites Ch. 12 Answer Internet Exercise Question #2 on page 345 (1 page) Respond to the Week 8 Discussion prompt (By Wednesday at 11:59 p.m.) Week 9 Time frame: July Assignments: Review Ch. 13 Customer Service and Support in Web Space and Ch. 14 Measuring and Evaluating Web Marketing Programs Complete Exam on Chapters 7-14 on Desire2Learn. Respond to the Week 9 Discussion prompt (By Wednesday at 11:59 p.m.)

11 Week 10 Time frame: July 27-August 2 Assignments: Review Ch. 15 Social and Regulatory Issues: Privacy, Security, and Intellectual Property Respond to the Week 10 Discussion prompt (By Wednesday at 11:59 p.m.) Prepare for Exam on Chapters 7-14 Week 11 Time frame: August 3-9 Assignments: Review Chapter 16 Mobile Marketing and Related Developments SUBMIT FINAL WEB MARKETING PLAN August 9 at 11:59 p.m. Submit Final Self Evaluation by August 9 at 11:59 p.m. Respond to the Week 11 Discussion prompt (By Wednesday at 11:59 p.m.) Final Exam Time frame: August Assignments: Complete the Final Exam o The Exam is Cumulative o Questions will be taken directly from the first two exams (Ch. 1-9) o There will be new questions for the newly covered content (Ch )

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