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1 The University of British Columbia ~ Sauder School of Business TERM: -April 010 COURSE NO. COMM 464 INSTRUCTOR: PAUL CUBBON COURSE NAME: e-keting PHONE: OFFICE: HA553 paul.cubbon@sauder.ubc.ca Best contact method: Office hours: by appointment. Blog Location: HA5: for section 01, and for section 0. COURSE OVERVIEW: The Internet is an enabling technology that allows organizations to better meet their objectives. The Internet can allow organizations to enhance customer value propositions, reduce operational inefficiencies within the organization, streamline supply chains, increase connectivity among companies, between a company and its customers and among consumers, making everything faster and reducing the constraints of time and distance. The purpose of this course is to prepare you as a manager to leverage the power of the Internet and make intelligent strategic and tactical e-keting decisions. The course will include: - the rise and fall of dot coms and mainstreaming of e-commerce; - expanding the keting mix to add interactivity, community, customization and connectivity; - relationship marketing and loyalty enhancement; - emerging and experimental communication methods including social media; - creation of a blog; - design and implementation of an online advertising program using Adwords; - a matrix framework for designing online marketing programs. The course will have a strategic marketing underpinning with an applied approach to assignments. Group work, online discussions and in-class participation will all feature prominently. This is not a technical course and does not teach web-design or specific technical skills. The course is front-office and customer facing in approach. This is a 4 th year marketing elective course. Pre-reqs have been kept deliberately at a limited level to allow participation from a wide variety of specializations. However, non-marketers should review their 96/396 Intro keting notes to ensure that they are up to date with marketing fundamentals. Course Goals To enable graduating students to be job ready for entry level internet marketing roles, through applied experience and development of a portfolio of practical work. Learning Outcomes students will be able to: Undertake comparative website assessment and make improvement recommendations based on usability objectives; Design a blog and create content; Establish meaningful metrics and review web analytics; Design, implement and evaluate an adwords campaign; Design a social media campaign; 1

2 Prepare a comprehensive online marketing program for a real company, identifying the linkages with offline activities. REQUIRED TEXT: There is no required text or reading package that students need to purchase. Optional background text: E-keting (4 th edition), Strauss, J. El-Ansary, A. Frost, R. 006, Pearson Prentice Hall. This is a popular text and will provide good background and examples for those wanting a primer on the subject. However, in the course, we go into more detail in several key areas, and provide a different focus. -A reading list is provided online in the weblinks section of the site, and an initial version of this can be found at the end of this outline. This will be gradually populated throughout the course. Many of the books that are referenced have companion websites that will allow you to get a quick feel for the key concepts. You are not expected to read everything in full detail, and you will not be examined on specific facts or definitions. However, you should scan through some articles/sites and make personal choices on where to explore deeper, and ensuring that you read at least one article fully or visit and assess a relevant site prior to each class. You will be expected to develop an understanding of the concepts covered in each class, and to do this well you will need to prepare. Students who try to get by on general knowledge will likely do poorly in exams and assignments, as I will be looking to see you demonstrate an ability to use concepts and tools in an applied way, and not just give opinion. Please make the effort to follow the links and review the material you cannot do well in this course merely on personal opinion. ASSIGNMENTS The major assignments are designed to give you industry relevant experience and portfolio material that you can use in interviews to secure employment. Blog Individual 0% Due ch 3 Adwords Challenge Teams 0% Due ch 30 Note: key intermediary Dates & deliverables Mid-Term Exam Individual 5% ch 4 Online keting Plan Teams 0% Due April 6 Project Plan Presentation Teams 5% April 6 & 8 Participation Individual 10% All classes TOTAL 100% Individual Work: 55% of the grade is based on individual work. Team Work: 45% of the grade is based on team work. Students will, within certain parameters, get to form teams. This will be briefed in c3. Once formed, the teams will stay the same for both the Adwords and Online keting Plan projects. Teams that have members with varied skills and experiences (quant/qual, local/international) tend to be stronger, given the demanding and different nature of these

3 assignments. Blog: each student will create and maintain a blog during the course. The intent of this is for you to: a) become competent at writing for the web about marketing issues; b) to demonstrate that you understand key concepts and can apply them to selected business news; c) to build an online profile that can assist you in differentiating yourself and securing employment. I will provide more details on this assignment, requirements and grading criteria in one of the early classes, and online. Adwords: teams will identify and work with a real client to design, implement and assess an AdWords campaign. For background visit and review materials under the information for students section. More details will be provided in class and online. The pre and post campaign documents will be assessed together to generate one grade for the project. Mid-term exam: this will take place in normal class time, per the course schedule. More details will be provided nearer to the time to allow you to prepare. The format will involve short essays where you will have the opportunity to demonstrate your understanding of, and ability to apply course concepts. Online keting Plan: this will be undertaken in the same teams as for the AdWords campaign, focusing on the same company. A full briefing will be given in class and documented on the course website. You will assess the current marketing plan (online and offline) and recommend an improved online marketing program. Your scope does not include revising the offline plan, but you should demonstrate the interaction between your online plan and the offline components. Important: Attendance at all project presentations is mandatory. Failure to attend presentations by all other groups will result in a reduced grade. Peer evaluation within each group will be conducted, and the Instructor will take this into account in deciding on whether or not to re-allocate grades within the group. Participation, professional behaviour and academic integrity. Participation is more than attendance. It involves the way in which you engage and participate in class. Everybody starts with zero and earns the participation mark it is not an automatic right. The grade for class participation is based on both the frequency and the quality of the student's comments, questions and observations, with the emphasis on quality. The quality is determined by, among other things, the relevance, insight and clarity of remarks. Furthermore, students are expected to demonstrate active and positive engagement in class discussion that reflects thorough preparation of readings. Professional behaviour is expected. Amongst other things, this includes: punctual arrival at class, being prepared for each class, not engaging in non-course activities in class (social /im), not eating in class or talking when others have the floor. This should not be difficult or onerous please make the effort to be professional. Grading standards. Grades in this course will not be bell-curved. Grades will reflect the Dean s Office guidance on quality standards for upper level electives. Students producing work that meets the high expectations of an upper level elective can expect grades at a B+ level (77-79%). To obtain A level grades students need to perform above the expected standard. Some students will receive lower grades on some assignments take this as an indication that there is room for, and need for improvement. Guidance on how to improve will be available. 3

4 UBC has policies on Academic Appeals (including appeal of final grades), Student Conduct, Cheating and Plagiarism, Academic Probation and other educational issues. Copies of these and other policies are available online. Please ensure that you understand your responsibilities. 1 Tues 5 Thur 7 3 Tues 1 4 Thur 14 5 Tues 19 6 Thur 1 7 Tues 6 8 Thur 8 9 Tues CONTENT Students should prepare for each class by reviewing materials relating to the class themes; sometimes these will be specified, but at other times you will be expected to undertake your own research. -Course Introduction -Overview of macro themes : the evolution of Internet keting in the first decade. -Learning objectives and assignments -Value systems and Business Strategy: framing the market opportunities and challenges posed by digital marketing. -Web.0 -Website usability and evaluation: Intro to 7Cs of the customer interface -In-class exercise -Intro to Social Media: setting objectives and starting to build a dashboard of metrics SPEAKER Listening -The Groundswell themes and technographics -Ratings, reviews, forums and consumer blogs NO CLASS TEAMS TO MEET WITH CLIENT COMPANIES -Customer relationship stages: awareness, exploration, & commitment. -Customer Experience Design: functionality, intimacy and evangelism. -The Is: interactivity and individualization Search (part 1) -Searching and finding. SEO, online advertising, Google adwords and adsense and reciprocal links. Search (part ) -Sharing: product, service, brand reputation and pricing online. Assignment info Review adwords online resources Team formation (for Adwords & Online Plan) Deadline for individual blogs to go live Finalization of companies for Adwords 4

5 10 Thur 4 11 Tues 9 1 Th Tues 14 Thur 4 15 Tues 9 16 Thur Tues 16 -Comparison and auctions vs. fixed price. -The impact of ebay, Craigslist and Amazon stores. Speaker: building and prototyping apps that increase customer engagement. Talking -Non advertising communication online. ( , newsletters, contests) -Viral programs to drive word of mouth. Energizing -Building and leveraging community online. Generating traffic: channel synergies. Planning for the exam. OLYMPIC BREAK READING WEEKS: NO CLASSES Designing the online marketing plan, (and linking it to the offline marketing program.) MID TERM EXAM Talking (part ) Blogging, Wikis, Podcasting, RSS, webcasting and streaming video. Harness CGM (consumer generated media) Speaker: monetizing Facebook. Putting it all together: managing a single brand experience Integration of channels pre, during and post transaction. Adwords precampaign strategy due; start campaign any time from now. Formal briefing of online marketing plan project 18 Thur Tues 3 0 Thur 5 -Customer Metrics. -Tracking and evaluating performance. Speaker Best and worst practice: learning from analyzing what others do. Building experimentation and learning into your plan. Test, learn, recalibrate and scale. No regular classes: independent group work. Blogs 5pm for grading 1 Tues -Revenue generation. Adwords post- 5

6 30 Thur Apr 1 3 Tues Apr 6 4 Thur Apr -Co-Branding. -Customer Information systems. -Mobile web trends: convergence of time, location and need to frame specific value propositions. International similarities and differences. -Looking forward: future developments. EASTER WEEK-END Presentations Attendance at all presentations is mandatory Presentations Attendance at all presentations is mandatory campaign report due. All marketing plans due. There is no final examination in this course. Speakers sessions are subject to change. 6