MAR 2251, Internet Marketing Principles Course Syllabus. Course Description. Course Textbook. Course Learning Outcomes. Credits.

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1 MAR 2251, Internet Marketing Principles Course Syllabus Course Description Presents the conceptual and practical knowledge needed to comprehend the implications of the Internet for business. Guides learners through the concepts, trends, and characteristics of doing business online to provide the ability to develop and implement effective strategies for digital business. Course Textbook Strauss, J., & Frost, R. (2014). E-marketing (7th ed.). New York, NY: Routledge. Course Learning Outcomes Upon completion of this course, students should be able to: 1. Summarize the background, current state, and future potential of Internet marketing with an emphasis on the strategic value chain. 2. Explain the importance of strategic planning with respect to achieving a company s objectives through the business model application. 3. Describe how market segmentation, target marketing, differentiation, and positioning contribute to a marketer being able to fulfill the value proposition. 4. Explain how Internet technologies influence each of the areas of the marketing mix to include product, pricing, distribution, and promotional strategies. 5. Analyze how Internet marketing affects overall brand management and brand equity of a company. 6. Examine Internet marketing tools commonly used by companies in the exchange of marketing communication messages between marketers and their customers. 7. Summarize the purpose and process of building a company s relationship capital through customer relationship management. 8. Examine methods of evaluating Internet marketing initiatives. Credits Upon completion of this course, the students will earn three (3) hours of college credit. Course Structure 1. Unit Learning Outcomes: Each unit contains Learning Outcomes that specify the measurable skills and knowledge students should gain upon completion of the unit. 2. Unit Lessons: Each unit contains a Unit Lesson, which discusses unit material. 3. Reading Assignments: Each unit contains Reading Assignments from one or more chapters from the textbook. Suggested Readings are listed in each unit study guide to aid students in their course of study. The readings themselves may or may not be provided in the course, but students are encouraged to read the resources listed if the opportunity arises as they have valuable information that expands upon the lesson material. Students will not be tested on their knowledge of the Suggested Readings. 4. Discussion Boards: Discussion Boards are a part of all CSU term courses. More information and specifications can be found in the Student Resources link listed in the Course Menu bar. MAR 2251, Internet Marketing Principles 1

2 5. Unit Assignments: Students are required to submit for grading Unit Assignments in each unit. Specific information and instructions regarding these assignments are provided below. Grading rubrics are included with each Unit Assignment. Specific information about accessing these rubrics is provided below. 6. Ask the Professor: This communication forum provides you with an opportunity to ask your professor general or course content related questions. 7. Student Break Room: This communication forum allows for casual conversation with your classmates. CSU Online Library The CSU Online Library is available to support your courses and programs. The online library includes databases, journals, e-books, and research guides. These resources are always accessible and can be reached through the library webpage. To access the library, log into the mycsu Student Portal, and click on CSU Online Library. You can also access the CSU Online Library from the My Library button on the course menu for each course in Blackboard. The CSU Online Library offers several reference services. and telephone ( ) assistance is available Monday Thursday from 8 am to 5 pm and Friday from 8 am to 3 pm. The library s chat reference service, Ask a Librarian, is available 24/7; look for the chat box on the online library page. Librarians can help you develop your research plan or assist you in finding relevant, appropriate, and timely information. Reference requests can include customized keyword search strategies, links to articles, database help, and other services. Unit Assignments Unit I Web Assignment Visit a website of your choice. Analyze the effectiveness of the website with an eye on the stakeholders and the objectives of the site. 1. Identify the stakeholders and how the website is attempting to reach each group. In your opinion, are they successfully reaching each group? Why, or why not? 2. Are there provisions on the website to protect consumer privacy? Do they reassure you? Why, or why not? 3. Based on your review of the website, what do you believe the company s goals are for the website? What should their future goals include with respect to the consumer s value proposition? 4. Based upon the goals you listed in question 3, identify relevant performance metrics from each of the four perspectives (customer, internal, learning and growth, and financial). Your paper should be a minimum of TWO pages in length, double-spaced. Unit II Web Assignment E-Marketing Plan The e-marketing planning process suggests that information technologies will assist marketers in building revenues and market share or lowering costs. The ultimate goal is to achieve competitive advantage in spite of the fact that the landscape of the Internet is constantly changing. The e-marketing plan can be viewed as a portion of the business plan for a new entrepreneurial venture. The creation of an e-marketing plan can be viewed on page 62 of your textbook. During this course, you will use the CSU Online Library to compile a portion of this plan including company background (Unit II), situation analysis and e-marketing strategy planning (Unit IV), and objectives and e-marketing strategies (Unit VI). Additionally, you will compile a PowerPoint presentation of your e-marketing plan (Unit VIII). For the Unit II Web Assignment, you are asked to introduce a new start-up organization, the product/service, and the general operation of the business. This should be an original idea including a thorough discussion of the basic business model with a focus on Internet marketing as applied to the customer value proposition within your company. Include a brief industry analysis including a look at the closest competitors. MAR 2251, Internet Marketing Principles 2

3 Your paper should be a minimum of TWO pages in length, double-spaced. References should include your textbook plus a minimum of one additional credible reference. All sources used, including the textbook, must be referenced; paraphrased and quoted material must have accompanying citations and cited per APA guidelines. Unit III Web Assignment For this assignment, read The Purina Story on pages of the textbook. Once you have read and reviewed the story, respond to the following questions, with thorough explanations and well-supported rationale. 1. Review Exhibits 6.2 (page 139) and 6.14 (page 158). What conclusions can you make about Purina s customers and brand based upon these and the opening story? 2. Classify each of the research methods used by Purina using concepts from Chapter Visit Purina.com. Do you find any of its services ethically objectionable? Why, or why not? 4. Review the privacy policies of Purina.com. What does the privacy policy cover that reassures you? Is there anything of concern? Your paper should be a minimum of TWO pages in length, double-spaced. Unit IV Web Assignment E-Marketing Plan The e-marketing planning process suggests that information technologies will assist marketers in building revenues and market share or lowering costs. The ultimate goal is to achieve competitive advantage in spite of the fact that the landscape of the Internet is constantly changing. The e-marketing plan can be viewed as a portion of the business plan for a new entrepreneurial venture. The creation of an e-marketing plan can be viewed on page 62 of your textbook. During this course, you will use the CSU Online Library to compile a portion of this plan including company background (Unit II), situation analysis and e-marketing strategy planning (Unit IV), and objectives and e-marketing strategies (Unit VI). Additionally, you will compile a PowerPoint presentation of your e-marketing plan (Unit VIII). For the Unit IV Web Assignment, you are asked to assemble a situation analysis and an e-marketing strategic plan (refer to pages 62-64). This should include a SWOT analysis as well as an analysis of the external changes that will affect your company including political, economic, socio-cultural, and technological. Additionally, the e-marketing strategic planning should include a detailed look at segmentation criteria applied to your company leading to the identification of the target market as well as a positioning statement. Review the importance of customer relationship management (CRM) as well. Your paper should be a minimum of THREE pages in length, double-spaced. References should include your textbook plus a minimum of one additional credible reference. All sources used, including the textbook, must be referenced; paraphrased and quoted material must have accompanying citations and cited per APA guidelines. Unit V Web Assignment Select a product that you might want to purchase in the future (not a consumable but instead more of a larger ticket item). Examine the methods of online marketing versus those of traditional marketing of that product. 1. Which website provides the lowest price? How does this compare to the typical local retailer price? 2. Which website provides the most information about the product, use, features, benefits, and other differentiating information? Explain. 3. Compare the promotional methods used online to the more traditional methods used by those same companies. 4. How has Internet buying affected brand management and overall brand equity of a company? What impact will this have long term on both the Internet seller as well as the brick and mortar seller? Your response should be a minimum of TWO pages in length, double-spaced. References should include your textbook, websites, and other credible references. All sources used, including the textbook, must be referenced; paraphrased and quoted material must have accompanying citations, and cited per APA guidelines. MAR 2251, Internet Marketing Principles 3

4 Unit VI Web Assignment E-Marketing Plan The e-marketing planning process suggests that information technologies will assist marketers in building revenues and market share or lowering costs. The ultimate goal is to achieve competitive advantage in spite of the fact that the landscape of the Internet is constantly changing. The e-marketing plan can be viewed as a portion of the business plan for a new entrepreneurial venture. The creation of an e-marketing plan can be viewed on page 62 of your textbook. During this course, you will use the CSU Online Library to compile a portion of this plan including company background (Unit II), situation analysis and e-marketing strategy planning (Unit IV), and objectives and e-marketing strategies (Unit VI). Additionally, you will compile a PowerPoint presentation of your e-marketing plan (Unit VIII). For the Unit VI Web Assignment, you are asked to compile objectives as well as the e-marketing strategies (refer to pages in your textbook). This includes a detailed look at product, pricing, distribution, and marketing communication strategies with respect to the use of theinternet. Your paper should be a minimum of THREE pages in length, double-spaced. References should include your textbook plus a minimum of one additional credible reference. All sources used, including the textbook, must be referenced; paraphrased and quoted material must have accompanying citations and cited per APA guidelines. Unit VII Article Review Using the CSU Online Library, locate an article that discusses paid and/or earned media used within an organization and how it impacts their communication efforts as well as customer-perceived value. Ensure that the article discusses the tools used within that venue and some level of discussion on the measurement and evaluation of these tools. Respond to the following questions: 1. How does paid and/or earned media affect the product, pricing, distribution, and promotional strategies of an organization? 2. What are the tools commonly used in the paid and/or earned media venues? 3. How do marketers measure and evaluate using paid and/or earned media? 4. What is your opinion regarding the credibility of paid and/or earned media communication? Your response should be a minimum of TWO pages in length, double-spaced. References should include at minimum the article reference from the CSU Online Library plus one additional credible reference. All sources used must be referenced; paraphrased and quoted material must have accompanying citations, and cited per APA guidelines. Unit VIII Final Project PowerPoint Presentation Compile a PowerPoint presentation of your e-marketing campaign to include the company background (Unit II), situation analysis and e-marketing strategy planning (Unit IV), and objectives and e-marketing strategies (Unit VI). Additionally, include concluding remarks looking to the future of this company with respect to e-marketing. Your PowerPoint length should be slides including a title slide and a reference slide. Be sure to use a minimum of two graphics to enhance and support your presentation. Use of speaker notes is required as well. MAR 2251, Internet Marketing Principles 4

5 APA Guidelines The application of the APA writing style shall be practical, functional, and appropriate to each academic level, with the primary purpose being the documentation (citation) of sources. CSU requires that students use APA style for certain papers and projects. Students should always carefully read and follow assignment directions and review the associated grading rubric when available. Students can find CSU s Citation Guide by clicking here. This document includes examples and sample papers and provides information on how to contact the CSU Success Center. Grading Rubrics This course utilizes analytic grading rubrics as tools for your professor in assigning grades for all learning activities. Each rubric serves as a guide that communicates the expectations of the learning activity and describes the criteria for each level of achievement. In addition, a rubric is a reference tool that lists evaluation criteria and can help you organize your efforts to meet the requirements of that learning activity. It is imperative for you to familiarize yourself with these rubrics because these are the primary tools your professor uses for assessing learning activities. Rubric categories include: (1) Discussion Board, (2) Assessment (Written Response), and (3) Assignment. However, it is possible that not all of the listed rubric types will be used in a single course (e.g., some courses may not have Assessments). The Discussion Board rubric can be found within Unit I s Discussion Board submission instructions. The Assessment (Written Response) rubric can be found embedded in a link within the directions for each Unit Assessment. However, these rubrics will only be used when written-response questions appear within the Assessment. Each Assignment type (e.g., article critique, case study, research paper) will have its own rubric. The Assignment rubrics are built into Blackboard, allowing students to review them prior to beginning the Assignment and again once the Assignment has been scored. This rubric can be accessed via the Assignment link located within the unit where it is to be submitted. Students may also access the rubric through the course menu by selecting Tools and then My Grades. Again, it is vitally important for you to become familiar with these rubrics because their application to your Discussion Boards, Assessments, and Assignments is the method by which your instructor assigns all grades. Communication Forums These are non-graded discussion forums that allow you to communicate with your professor and other students. Participation in these discussion forums is encouraged, but not required. You can access these forums with the buttons in the Course Menu. Instructions for subscribing/unsubscribing to these forums are provided below. Click here for instructions on how to subscribe/unsubscribe and post to the Communication Forums. Ask the Professor This communication forum provides you with an opportunity to ask your professor general or course content questions. Questions may focus on Blackboard locations of online course components, textbook or course content elaboration, additional guidance on assessment requirements, or general advice from other students. Questions that are specific in nature, such as inquiries regarding assessment/assignment grades or personal accommodation requests, are NOT to be posted on this forum. If you have questions, comments, or concerns of a nonpublic nature, please feel free to your professor. Responses to your post will be addressed or ed by the professor within 48 hours. Before posting, please ensure that you have read all relevant course documentation, including the syllabus, assessment/assignment instructions, faculty feedback, and other important information. MAR 2251, Internet Marketing Principles 5

6 Student Break Room This communication forum allows for casual conversation with your classmates. Communication on this forum should always maintain a standard of appropriateness and respect for your fellow classmates. This forum should NOT be used to share assessment answers. Grading Discussion Boards 2%) = 16% Units I-VI Web Assignments 9%) = 54% Unit VII Article Review = 9% Unit VIII Final Project = 21% Total = 100% Course Schedule/Checklist (PLEASE PRINT) The following pages contain a printable Course Schedule to assist you through this course. By following this schedule, you will be assured that you will complete the course within the time allotted. MAR 2251, Internet Marketing Principles 6

7 MAR 2251, Internet Marketing Principles Course Schedule By following this schedule, you will be assured that you will complete the course within the time allotted. Please keep this schedule for reference as you progress through your course. Unit I Introduction to E-Marketing Chapter 1: Past, Present, and Future Chapter 2: Strategic E-Marketing and Performance Metrics Tuesday, Web Assignment by Tuesday, Unit II The E-Marketing Environment Chapter 3: The E-Marketing Plan Chapter 4: Global E-Markets 3.0 Tuesday, Web Assignment by Tuesday, Unit III Ethical Aspects and Research Chapter 5: Ethical and Legal Issues Chapter 6: E-Marketing Research Tuesday, Web Assignment by Tuesday, MAR 2251, Internet Marketing Principles 7

8 MAR 2251, Internet Marketing Principles Course Schedule Unit IV Understanding the E-Commerce Consumer Chapter 7: Connected Consumers Online Chapter 8: Segmentation, Targeting, Differentiation, and Positioning Strategies Tuesday, Web Assignment by Tuesday, Unit V Product and Price Strategies Chapter 9: Product: The Online Offer Chapter 10: Price: The Online Value Tuesday, Web Assignment by Tuesday, Unit VI Communication Strategies and Complexities of Distribution Chapter 11: The Internet for Distribution Chapter 12: E-Marketing Communication: Owned Media Tuesday, Web Assignment by Tuesday, MAR 2251, Internet Marketing Principles 8

9 MAR 2251, Internet Marketing Principles Course Schedule Unit VII Promotional Strategies Chapter 13: E-Marketing Communication: Paid Media Chapter 14: E-Marketing Communication: Earned Media Tuesday, Article Review by Tuesday, Unit VIII CRM in the E-Commerce World Chapter 15: Customer Relationship Management Tuesday, Final Project by Tuesday, MAR 2251, Internet Marketing Principles 9