MKTG 364 Fall 2014 Internet Marketing

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1 MKTG 364 Fall 2014 Internet Marketing Professor David Houghton Office: Rehn 225 Office Phone: Office Hours: MW 2-3 PM and by appointment Rehn 12 1:00-1:50 am MWF Pre-Requisite MKTG 304 (Marketing Management) passed with a grade of C or better Open to College of Business majors or minors, junior standing or higher; or departmental approval required. Required Text E-Marketing: The essential guide to digital marketing (5 th Edition) by Rob Stokes and the Minds of Quirk (available for FREE on course website, or here : Selected readings (book chapters and articles) will be assigned throughout the semester. These will be available on the course website as well. Course Website The course website can be found by logging into SIU online ( All course materials, including the syllabus, the textbook, and assigned articles will be made available here. You should check this website for updates regularly. If you have trouble accessing the site, please notify the instructor. Course Description and Objectives By the end of the course, the student should be able to: 1. Effectively describe and utilize key internet marketing concepts. 2. Analyze environment and marketing information to make strategic internet marketing and social media plans for businesses. 3. Understand the interconnectedness among marketing promotional activities needed to create successful internet marketing activities. Methods of Instruction To achieve these objectives, classroom sessions will involve a mixture of lecture, student discussions and presentations, videos, case analyses, applied problem solving, guest speakers, and group projects.

2 Grading Component Points Exam Exam Final Exam 100 Group Project - Group Grade 50 Group Project - Individual Grade 50 Article Review Paper & Presentation 50 Attendance & Participation 50 Total 500 The following grading scale will be used to determine your final grade: Grade Percentage Points A % B 80-89% C 70-79% D 60-69% F 0-59% Attendance and Participation Students are expected to attend and participate in class. Attendance will be taken every day, and attendance will count double on days of group presentations and case study presentations. It is important to respect your fellow students work and offer feedback on their presentations. Attendance and participation are two different things. It is not enough to just show up. You need to participate in discussions as well. Your (objective) attendance scores will be combined with the instructor s (subjective) assessment of your participation in order to form your Attendance & Participation grade. Missed Exams or Group Project Presentations Make-up exams will only be given for excused absences. Documentation is required from either your doctor or university administration in order to make up an exam. No make-ups will be offered for any missed group or individual presentations. An alternative assignment may be given at the instructor s discretion, but only if the absence is excused (see above). Student Conduct As juniors and seniors at SIU, you will be expected to behave as you would at your future job. This means that the instructor, guest speakers, and other classmates must be respected at all times. Any communications related to this course must be made in a professional manner. s, phone calls, office visits, and group meetings should be seen as a chance for you to develop rapport with other professionals. Reports of unprofessionalism from others will affect your grade.

3 Accordingly, during class time, you need to pay attention and participate in discussion. Please TURN OFF AND NO NOT USE any mobile electronic devices during class. Failure to adhere to this rule may affect your grade. Cell phone use during an exam will constitute cheating, and you may receive a zero on the exam. Laptops and tablets are allowed for note-taking purposes and other functions related to the class, however using these devices for personal functions is prohibited. If you have any questions regarding what is expected of students at SIU, and what the penalties are for academic dishonesty, please consult the Student Conduct Code: Academic Dishonesty Policy Students will be sanctioned for violations of the standards of academic honesty. The penalty will range anywhere from points being taken off to receiving a zero on the exercise/exam. SIU s policies and procedures on academic honesty will be enforced. See the SIU Student Conduct Code (linked above) for more information.

4 Lecture Topics and Schedule MKTG 364 Fall 2014 (May be revised as needed) Date Topic Assignments Week 1 8/18 Introduction & Course Overview 8/20 Group Project & Case Study Overview Understanding Digital Marketing Chapter 1 8/22 Digital Marketing Strategy Chapter 2 Week 2 8/25 Market Research Chapter 3 8/27 Inbound Marketing 8/29 Content Marketing Strategy Chapter 4 Week 3 9/1 LABOR DAY (NO CLASS) 9/3 User Experience Design Chapter 5 9/5 Article Presentations - Batch #1 Week 4 9/8 Web Development & Design Chapter 6 9/10 Group Project Mini-Presentation #1: Context 9/12 Group Project Mini-Presentation #1 (spillover) Week 5 9/15 Writing for Digital Exam Review Chapter 7 9/17 Article Presentations - Batch #2 9/19 Exam 1 Week 6 9/22 Search Engine Optimization (SEO) Exam 1 Wrap-up Chapter 9 9/24 Social Media Channels Chapter 14 9/26 Article Presentations - Batch #3

5 Week 7 9/29 Crowdsourcing 10/1 Social Media Strategy Chapter 15 10/3 Article Presentations - Batch #4 Week 8 10/6 Search / PPC Advertising Chapter 10 10/8 Online Advertising Chapter 11 10/10 Article Presentations - Batch #5 Week 9 10/13 FALL BREAK (NO CLASS) 10/15 Group Project Mini-Presentation #2: Inbound Tactics 10/17 Group Project Mini-Presentation #2 (spillover) Week 10 10/20 Affiliate Marketing Exam Review Chapter 12 10/22 Exam 2 10/24 10/27 Marketing Exam 2 Wrap-up Week 11 Video Marketing Mobile Marketing Chapter 16 Chapter 13 Chapter 17 10/29 Group Project Mini-Presentation #3: Outbound Tactics 10/31 Group Project Mini-Presentation #3 (spillover) Week 12 11/3 Data Analytics / Big Data Chapter 18 11/5 Guest Speaker 11/7 NO CLASS (meet with group) Week 13 11/10 Conversion Optimization Chapter 19 11/12 Customer Relationship Management (CRM) Chapter 8 11/14 Article Presentations - Batch #6

6 Week 14 11/17 Non-profit & Cause Marketing 11/19 Group Project Mini-Presentation #4: Metrics 11/21 Group Project Mini-Presentation #4 (spillover) Week 15 11/24 Final Exam Review 11/26 THANKSGIVING BREAK (NO CLASS) 11/28 THANKSGIVING BREAK (NO CLASS) Week 16 12/1 NO CLASS (meet with group) 12/3 Group Project: Final Presentation 12/5 Group Project: Final Presentation (spillover) Week 17 12/12 Final Exam: Friday at 12:00, Rehn 12

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