University of Jordan Faculty of Business

Transcription

1 Department Program Module title / number Pre-requisite Module description Marketing Marketing BA E-Marketing University of Jordan Faculty of Business Principle of Marketing Class a grade of C or better Internet Marketing presents a road-tested framework to help students and practitioners understand how to think about and implement effective Internet marketing programs. The focus is on using marketing levers to vary the level of intensity that the consumer has with a Website to build a relationship with the customer through four stages: from Awareness, to Exploration/Expansion, to Commitment, and possibly through Dissolution. This four stage customer-centric framework shows readers how to use the Internet to create intense and profitable relationships with their customers. In addition to comprehensively discussing the key levers that marketers can use to create relationships, the authors focus on two primary forces that the Internet brings to marketing the Individual and Interactivity - detailing how these forces influence key marketing levers and how these forces can be leveraged to create intense relationships with customers. The development of the Internet has provided business with a new communication medium, distribution channel, and market place. This new platform has also created opportunities for companies to expand their scope of service, customer support and market reach. As the technology has moved towards maturity, some important realities are becoming clear. The Web changes many aspects of conventional business wisdom. It provides marketers with new capabilities such as interactivity and measurability, not present in most other media. Business enterprises and marketing programs that integrate activities in the physical and cyber worlds have higher chance of success. Above all, the Internet has not abolished the need for thorough business planning and meticulous execution. This subject will present a marketing perspective on these issues. The subject will provide the students with a systematic framework that associates with the value creation process for the planning and design of marketing strategies in the digital era. Hence the subject aims to add new perspectives to marketing thinking and practice by synthesizing current academic research and industry practice in the discipline. Aims An overview of how marketing fits into a firm s business strategy. An understanding of how the Internet affects a firm s overall marketing strategy. An understanding of how the Internet has created key marketing levers. An understanding of how firms can design an optimal customer experience. 1

2 An overview of key online and offline marketing levers (product, pricing, communication, community, distribution and branding). An overview of the key components of a successful customer interface. An overview of customer information systems, including marketing research, database marketing, customer relationship management and how technology plays a critical role in reducing the uncertainty associated with managerial decision making. An overview of online and offline metrics. Intended learning outcomes (ILOs) 1- knowledge and understanding On completion of this subject, students will be able to: 1. Design of marketing programs in the digital era; 2. Identify market opportunities brought by the Internet and wireless technology; 3. Systematically generate marketing ideas for new business models; 4. Analyze the behavior of the hybrid consumer; 5. Integrate online-offline segmentation, targeting and positioning (STP) strategy; 6. Apply customer lifetime value models in marketing planning; 7. Discuss challenges in customer relationship management implementation; 8. Apply contextual marketing concept to design customer experience; 9. Develop principles for measuring e-marketing performance. 2- analytical and thinking skills This course will require development of critical thinking skills, creativity, and new ways of thinking of the challenges facing business. While we are partners in your learning you must take the lead. As your professor, I encourage you to approach me before or after class, in my office, or by Internet. I welcome your feedback on the course material and your personal progress throughout the course. The course will use a combination of techniques, including the use of cases, discussions, in-class exercises, group projects, and lectures. To assure your understanding of the material and interesting discussions in class, you are expected to read each chapter in the text prior to class. Keeping current with the reading and assignments is essential to your success in this course. It is critical that you read the assigned chapters prior to class. Many of the concepts in this class will be new to you and we will not discuss every concept from the book in class. Therefore, the only exposure that you will have to them will be the readings. Teaching and learning methods A combination of teaching and learning activities will be adopted in the classroom. This includes lectures, case studies, class discussion on topical issues, labs and student presentations. 2

3 Assessment methods Students are responsible for all material covered in class discussions. Exams must be taken on the scheduled day. I have the right to accept or reject your excuse if you chose not to attend the exam. There are NO EXCEPTIONS. If no make-up is taken, a zero will be given for the exam. Description Mark Midterm Exam 30 % group work 20 % Final Exam 50 % Total 100 % Group work The module is assessed by 30% midterm and 50% final exam. GROUP coursework (MAXIMUM 5 PEOPLE PER GROUP) is the third assessment which counts for 20% of the course. The coursework task is Write a report which compares and contrasts two online retailers of your choice (from the same industry sector) with regard to the following criteria: Brand image How key customer segments are targeted Ease of use (design, functionality, complexity, download restrictions, links with key sites) Forms of promotion & advertising on site (Viral marketing campaign to promote the product or service, Community building exercise to promote the product or service, and Use of social networking to promote the product or service. Further details will be provided by the instructor.) Feedback facilities Customer privacy and security. Conclude with a general summary about which of the sites you (as a consumer) preferred and why? What improvements do you think could be made (if any) to enhance your online experience? Maximum 1500 words. Academic Honesty All the assignments and work submitted by the student should be his or her own. All actions of academic dishonesty including cheating, plagiarism or helping other students in such actions will be dealt with strictly according to the university regulations. Main textbook(s) and additional readings Internet Marketing: Building Advantage in a Networked Economy Rafi Mohammed, Robert J. Fisher, Bernard J. Jaworski, Gordon Paddison, McGraw Hill 8 Th edition. 3

4 RESOURCES Tentative lecture schedule Week Material 1 Introduction to internet marketing 2 Framing the market opportunity 3 & 4 Marketing strategy in internet marketing 5 & 6 Customer experience 7 Customer interface 8 & 9 Customer Relationships 10 Product 11 & 12 Communication 13 Community 14 New digital media Notes taken in class based on hands out 15 E-tail Marketing Notes taken in class based on hands out 16 Labs LIST OF USEFUL WEB (International Telecommunications Union with country statistics on Internet penetration) (Web site of the Travel Industry Association of America with reports on Travelers Use of the Internet) Tools for creating a web site (Bignosebird everything you need to build great web sites) related links) Internet Marketing Resources (Advertising World Advertising (Web marketing and E-commerce articles, stories, resources, etc.) Other Resources (Domain name registration body) (Shows examples of web pages that do not work) (Emerging consumer trends) (World s best new business ideas) (Web site from the creators of the one-to-one marketing concept) 4

5 For your Free WebPage Geocities Fortunecity Hypermart Firststepsite Angelfire vr9 Freeservers For Your Articles Business 2.0 Network World Forbes Network Magazine Business Week This schedule is tentative and it is subjected to changes. You will be notified of any modifications / changes during the course of the semester. Details for the project will be provided in the first week of the class 5