Ethical and Privacy Considerations Web Site Design Many exciting others!!

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1 Course: MKT 6213, Internet Marketing (Distance) Semester: Summer 2010 Prerequisite: Principles of Marketing Instructor: Robert Moore Telephone: Office Hours: On demand and available Course Description This course will introduce you to the use of the Internet for marketing purposes. Our focus will be on the practical marketing application and use (both successful and unsuccessful) of Internet technologies by organizations (profit and non-profit). The overall objective of this course is to assist you in learning how to use the Internet as a marketing tool and to make decisions that have long term strategic impact on a firm. In order to make strategic Internet marketing decisions, you must possess not only a thorough understanding of what the Internet is, but also how to effectively manage information and technology advances in a marketing context. We will focus our efforts on discussing the following three questions: 1. What impact does/will the Internet have on society as it relates to marketing efforts? 2. What are the basics of the Internet that we need to understand in order to use the Internet effectively for marketing efforts? 3. In what ways will the dynamic nature of the Internet impact the elements of an organization's marketing strategy? To answer these questions and understand the rationale behind Internet marketing decisions requires a keen understanding of issues such as: User Characteristics and Behavior Channel Conflict The Use of Online Research Relationship Building Ethical and Privacy Considerations Web Site Design Many exciting others!! The focus of our meetings will be on understanding how discussion topics relate to current business practices. A typical week includes current article discussions, hands-on computer work and discussion of findings. Our objective is to thoroughly understand how changes in the technology environment, in particular the Internet, influence changes in marketing strategy and application. To meet this objective the following materials will prove useful: Required Readings: 1. Strauss, Judy and Raymond Frost (2009), E - Marketing, 5 th Edition, Prentice Hall. ISBN# A Dreamweaver Tutorial Text (I will provide some links). 3. WSJ, NY Times Online and other readings. 4. Reports and cases may be posted on the course web site or sent to your account. 1

2 Required Software Dreamweaver CS5 Software Download the Free 30 Day Trial Any Audio Software, i.e. Wavepad Freeware Any FTP Program i.e., Filezilla Client version Class Activities and Format Be AWARE this is not a correspondence course!! I expect to carry on asynchronous discussions in a timely manner (24-36 hour window). Treat the class as if you were attending a night class during the summer. You will need to devote 2-3 hours each day and several hours on the weekend on your preparation and readings. The distance class will be conducted using mycourses and the Instructor s pages. I will normally prepare a series of discussion podcasts and slides - I post this discussion daily. Embedded in the discussion may be assignments and individual questions that are to be answered in mycourses. I will also try when possible to have the slides synched with the audio so that you can scan forward to see what you personally may be responsible for. We normally will have a minute applied exercise that is to be completed in a 24 hour window. The following day a follow-up podcast will be available as a wrap-up and we start all over again. The course will use an applied application format. Class participation is essential and students are expected to come to class prepared to discuss the day's topics. This may involve text readings, business press articles, case assignments and discussing WWW sites. Being off the discussion boards for a few days will affect your grade. There are plenty of guided exercises. Projects range from synthesizing strategy to creating web pages. Additionally, you will research current topics concerning the Internet. Knowledge Plan The course is broken down into three modules. Each of the modules provides information that is incorporated into the next module and serve as building blocks. Module 1: The Web--What is it and Why do Marketers care? Week 1 In this module we gain an understanding of how and why the internet was developed. We use this knowledge to develop and evaluate web site design in an attempt to understand objectives of web sites. Activities in this module include developing an informational web site, and Exam1. Module 2: How does Marketing fit in? Weeks 2 & 3 In this module we seek to understand how the use of the web changes how we can apply marketing principles. Activities in this module include advancing to an income generating web site, web site evaluation and Exam 2. Module 3: How do I use my Internet Marketing Knowledge? Week 4 In this module we use our arsenal of Internet Marketing tools to develop a transaction oriented Internet Marketing plan and a Web site shell for a start up company. Activities in this module include the E - Marketing Project. 2

3 Evaluation, Testing & Grade Determination: You are in charge of your grade. Ensure you put forth the effort required to earn the grade you desire. The final grade in the course is based on the components below. Class discussions, assignments, projects, quizzes and exams are designed to cultivate problem solving, as well as practical application skills. Grades are rounded up to next number (i.e. a 89.1 ~ 90). Grade Distribution is as shown below: A Points C Points D Points B Points F Points Exams (30 Points) There are 2-15-point exams. These exams are timed. Submissions after the stated time are penalized at the rate of 1 point (out the 15) per minute or part thereof. The exams assess critical thinking and application of learned topics. Exam dates are June 11 & June 18. Each exam covers material presented in class as well as assigned readings. In cases where questions were not answered adequately on the previous exam, concepts may be readdressed in class and reassessed on the following exam. Exams may be multiple choice and/or essay questions. All exams are open book, open internet-but ARE TO BE COMPLETED INDIVIDUALLY. Grades will be posted in approximately one week. If you wish to discuss/review your exam, please arrange a time to talk on the phone or arrange an IM time. Projects: (55 Points) There are three required projects. 1. Informational Site Completed Individually (15 Points) 2. Internet Marketing Strategy Analysis Group of 2 or 3 (10 Points) 3. E - Marketing Plan Group of 3 or 4 (30 Points) Professional Informational Website. Maximum Points: 15. Purpose: Ensures that all students have a working knowledge of web site design. Content: Using your interests as the context a 6-8 page web site will be developed, executed and posted. You will use Frewebs.com free tools and Dreamweaver CS5. Structure/Grading: Complete grading guidelines will be discussed and posted on the web page. Group size: Completed individually. Do not share or discuss work with others. See past projects at Due Dates: the URL address NLT 8am CST the 15 th of June. A completed site plan is to be attached to that . The site must have google adwords active NLT June 29 th. Late: If is received after the above times, there is a two point per day (of 15), or part thereof, penalty. Web pages will not be accepted after June 17 th. Internet Marketing Strategy Analysis: Maximum Points 10 Purpose: Applies knowledge of E-Marketing strategy for actual enterprises. Content : Interview and analyze organizations (can be commercial, government, or non-profit agency). Interview 3 organizations that are not online and 3 that are online. A set of suggested questions will be provided. For the online organizations, also include 1.) A critical site evaluation according to an appropriate guideline that you develop based on resources, and 2) A proposed adword campaign. 3

4 Structure /Grading: 3-7 page typed report with references and a copy of evaluation guideline. Grading based on incorporation of class discussion/knowledge and effective analysis. Group Size: 1-3 students. Group members are pseudo randomly assigned June 9 th. If there is a student you know you do or do not want to work with inform the instructor ASAP. Due Dates: Check the list of previously contacted companies. An with an attachment containing the final paper is due NLT June 21 st 11:59 pm CST. Late: If the paper is not turned in, a 2 point per day (of 10), or part thereof, penalty. No papers accepted after June 25 th. Repeat Firm: If a repeat firm is included there is an automatic 3 point reduction (of 10). E - Marketing Project. Maximum Points: 30 Paper: 15 points; Web site: 10 points; Presentation: 5 Points Purpose: A creative exercise designed to showcase internet marketing and business skills. Content: A typed marketing plan and an operating site shell will be developed for a niche transaction oriented organization of your choice. Structure/Grading: The business that is the project s focus will be a niche business based on the interests of the group. Using Strauss ch. 3 and other resources as guidelines, the marketing plan will be a 5-15 page, typed, document that details what the company does, who they are targetingdevelping a descriptive persona, and how they will achieve success. The plan will also detail how the team would use a $10,000 investment to start the company, of which at least $4,000 is spent to market the company on the internet. No offline marketing is required. The opening section is an executive summary of the team s plan, followed by a discussion of the current pressures both on and off the Internet for the niche business. The remainder of the paper will focus on the scheduling, implementation, objectives and evaluation of the effectiveness of the planned marketing activities. A mock-up of what the site would look like if built is to be developed. The site shell will be a walk through from a new (or old) visitor s perspective. Presentations will be captured using a sound program and posted NLT 9 pm CST on the 28 th of June. By 9 pm CST June 29 th each group as a whole is responsible to critically ask (in mycourses discussion) an appropriate question to each of the other groups. I may also ask question(s) by 9 pm June 29 th. Responses to all questions are due NLT 9 pm CST June 30 th. Response will be audio, mp3 files. Specific grading guidelines will be posted on the class web site. Group Size: The project is to be completed in groups of 1-4 students. Groups are encouraged to discuss their approach to the project with other groups and ask the instructor for resources. Due Date: Website will be posted on the Cobilan server. An with a link to the presentation and a paper attached is due on the 29 th of June, 9 pm. I will provide server space. Late: If any of the dates are not met, a 2 point (out of 30) penalty will be assessed. No projects accepted after June 29 th. Assignments, Articles & Discussions: (15 Points) Students are expected to read and attend to class. In class assignments are assigned regularly to apply skills. Discussion is graded on quality and content (not I agree. me too..etc). This also applies to in class article discussions. Graduate students will be assigned to prepare a topical article for discussion on a regular basis (3-5 each). Specific requirements will be discussed in class. The article discussion will be a 2-4 minute audio discussion of a relevant current article (do not read the article) regarding a concept covered in class that day. 4

5 Administration: Project Group Work. Quitting: If you find that you do not like your group you may quit at any time and do the assignment on your own. You can not use any of the work you may have done as part of a group. All work that has been done is to be turned over to the remaining members of the group. This would include sections of a paper, diagrams or web page development. You will have to start from scratch. Firing: All members are expected to participate in the assignment. If a member is not participating you may fire them. As soon as the group recognizes a lack of intelligent contribution from a group member inform the instructor with specific problems. The instructor will notify the student that he/she is not performing to an acceptable level and they have 48 hours from the time of my to rectify the situation. If after 48 hours (includes weekends) the individual has not shaped up, the instructor will notify the student that they will be completing the project on their own. Not responding to s does not affect the timetable. Be aware that fired individuals get to keep all work they may have done. You can t start the firing process after 17 th of June for Project 2 (Analysis) or after the 22 nd for the project. Class Time Because we have a condensed amount of time to cover material it is imperative that you do not fall behind. Plan on blocking out at least 2 hours each day to complete materials. This is not the type of class that allows you to catch up over the weekend. Material is presented and assigned on a daily basis. If you will be unable to schedule electronic meetings with your groups let them know. We have 48 hours of class time in a little over 3 weeks. I hope you enjoy the course. Internet Marketing offers an exciting and rewarding career opportunity. The field is constantly changing. Always feel free to contribute any articles, stories and experiences you have. If at any time you have concerns about the class, your grade, your group, etc. please arrange to communicate with the instructor. Academic Honesty Academic Honesty is expected in this class. A student suspected of cheating on a test or plagiarizing an assignment will be referred to the Office of Student Affairs (which allows an F in the course for first offenses). In the past students have been sanctioned for cheating on assignments. For all assignments in this class, all content must be original -- i.e., you can t copy pictures, images, the code/text from other web pages, students, etc and pass it off as your work. Information taken from other sources must be clearly attributed. If there is any question as to what is or is not appropriate, it is the student's responsibility to check with the instructor BEFORE you turn it in. Suspected cases of dishonesty will be referred to the Dean of Student Affairs. Samples of past students academic dishonesty: 1) Borrowing a disk that has a personal homepage on it and changing the information. 2) Taking past students work and passing it off as their own. 3) Cutting and pasting from web based resources. 4) Having a friend help with the personal homepage. 5) Presenting an existing web site as original work for this class. N.B. In the past, 11 students (both graduate and undergraduate) have been formally charged with academic misconduct in this class. All 11 have been sanctioned. 5

6 Honor Code As a Mississippi State University student I will conduct myself with honor and integrity at all times. I will not lie, cheat, or steal, nor will I accept the actions of those who do. Upon accepting admission to Mississippi State University, a student immediately assumes a commitment to uphold the Honor Code, to accept responsibility for learning, and to follow the philosophy and rules of the Honor Code. Students will be required to state their commitment on examinations, research papers, and other academic work. Ignorance of the rules does not exclude any member of the MSU community from the requirements or the processes of the Honor Code. For additional information please visit: Announced Quiz There will also be several in class Quizzes. # 1: Who are you quiz? Due NLT Midnight CST June 6th. Send a post to the appropriate discussion forum. Purpose: Requires students to brush up on basic multimedia skills and allows us to get to know each other a bit. In the post: 1. Tell us a little about yourself and what sets you apart from other people. 2. Additionally; a. Attach a second sound file briefly discussing a hobby or something you enjoy participating in. b. A digital photo of yourself. c. A quick (10 sec) digital video of where you attend class. #2: What is something that you wish was on the web or would make the web experience better for you quiz. Send a post to the appropriate discussion forum. Purpose: To assist you in finding ideas that you like and potentially forming a project team. In the post: 1. List 3 niche transaction business ideas that you think would be good businesses to start on the internet. Due Midnight June 9 CST. 2. Read the business ideas posted by others and briefly comment on two that you think are interesting. Due Midnight June 10 CST. 6

7 Internet Marketing / Classroom Activity Topic Reading June 2 Wednesday Introduction, Syllabus Slides E-Marketing Strauss: Ch. 1, 2 & App. A Thursday Web Site Design FTP Tutorial Strauss pp. 57 Handouts, links Consumer Behavior Strauss C. 4, 7, 8 App. B Friday Optional Dreamweaver Links will be provided Tutorial Projects Overview June 7 Monday Online strategies Strauss Ch.1, 2, 9 Web Page Questions Differentiation/ Positioning Tuesday Product/Branding Strauss Ch. 10 Wednesday Distribution Strauss Ch. 12 Thursday Promotions Strauss Ch. 13, 14 June 11 Friday Exam 1 Promotions (continued) June 14 Monday Promotions (continued) Tuesday Pricing Strauss Ch. 11 Wednesday Market Research Strauss Ch. 6 Thursday CRM Strauss Ch. 4, 5, 15 June 18 Friday Exam 2 June 21 Monday Group Project Discussion Tuesday Group Project Discussion Wednesday Group Project Installment page draft of Target Market Analysis & Goals and Objectives Thursday Group Project Installment 2 Draft of required web pages June 25 Friday Group Project Discussion June 28 Monday Project Presentations June 30 Tuesday Responses Due 7

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