Strategic Internet Marketing MKTG 438 (Sections ) Spring 2014

Transcription

1 Strategic Internet Marketing MKTG 438 (Sections ) Spring 2014 Instructor: Dr. Manjit S. Yadav Department of Marketing Office: 215D, Wehner Building Office Hours: 10:45 a.m. to 11:45 a.m. (Tuesday and Thursday) and by appointment Office Phone: ( Course Website: Use your TAMU NetID and Password to access the course website. If you do not have an account, visit Course Description and Educational Objectives The primary purpose of this course is to prepare business students to think strategically and make effective marketing decisions in networked business environments. Given the increasing strategic significance of the Internet and related digital technologies across a broad spectrum of industries, it is imperative that business students develop a deep understanding of the emerging digital marketplace. Guided by these general goals, this course is designed to achieve four main educational objectives. By the end of the course, students will be able to: Describe how the digital marketplace has evolved in recent years and how this evolution is likely to progress over the long term. Discuss the strategic implications of the digital marketplace in a broad range of industries. Explain how firms can achieve and maintain a position of competitive advantage in the digital marketplace. Develop competencies related to strategic planning, decision making, and written and oral communication. Prerequisite: MKTG 321 (Principles of Marketing) Career Focus Changes occurring in the digital marketplace are impacting a broad spectrum of industries. Moreover, the digital marketplace is accelerating even demanding the move toward crossfunctional integration in firms. Therefore, this course should interest students seeking careers in a range of industries and functional areas. However, this course focuses primarily on the strategic implications of the Internet and related digital technologies for marketing decisions. Prior experience with specific technologies, software, and/or hardware is not required. Content and Organization This course will focus on the following topics: The emerging digital world Individuals and firms online Network technologies Business models on the Internet Communication in digital environments 1

2 Social media challenges and opportunities Digitization of products Keyword advertising and Search Engine Optimization (SEO) Online branding Customer relationship management and loyalty in digital markets Internet s impact on innovation and product management Online retailing Business-to-business e-commerce & supply chain issues Multi-channel management Sustainable competitive advantage in the digital marketplace Legal, ethical, and public policy issues related to digital technologies These topics will be covered in class using a case-based approach. This approach, used widely in leading business schools around the world, relies on discussion to allow students to analyze business situations, discover important concepts, and develop their decision making skills. Thus, case discussions can be regarded as practice sessions for a wide range of business situations that students are likely to encounter as managers later in their careers. These practice sessions, guided by the instructor, provide numerous opportunities to not only develop your decisionmaking skills but also to learn from the perspectives shared by other students. Additional guidance about how to prepare for case discussions will be provided in class. Case studies will be supplemented with lectures, class exercises, student presentations, and occasional guest speakers. Team Project: The Google Online Marketing Challenge The Google Online Marketing Challenge is an innovative global competition that provides students hands-on experience in developing online marketing campaigns for real businesses with real money. The competition was launched in 2008 and thousands of students from over 50 countries have participated. The feedback from students and faculty has been very positive. The competition provides student teams $250 in Adwords (Google s flagship advertising product) to develop online marketing campaigns for businesses. Teams also have the opportunity to win a number of prizes (see website below for details). For this course, student teams (5-6 members per team) will select their own small-to-medium businesses that currently have a website. I plan to have six teams per class section. Depending on students personal contacts, businesses located in Bryan/College Station, as well as those outside our local area, can be selected. Each team will work with one business. See project handout for suggestions and restrictions regarding the selection of businesses. The online campaigns will run for three weeks, during which students will receive detailed real-time diagnostic reports from Google and refine their online marketing strategy. Written reports will be submitted online to Google and to the course instructor. A separate handout will provide detailed information about the project and how it will be implemented and graded. Additional information about the Google Online Marketing Challenge is available online at: See also General Guidelines for the Team Project in the syllabus. 2

3 Preparing for Class Most class meetings will involve active discussions, so preparation prior to the class is essential. For those class meetings where specific reading material has been assigned, think carefully about the suggested discussion questions. In addition to these questions, formulate your views about the following three general points: (1) the most important issue or problem highlighted in the assigned reading; (2) how, in your opinion, this issue or problem should be addressed; (3) rationale for your recommendation(s). In a number of sessions, I may ask you to write and discuss in class brief memos focusing on these and related points concerning the assigned readings. Therefore, you must come prepared to do this type of work in class. Grading Test 1 Test 2 Team Project (Written Report + Presentation) Class Preparation and Involvement Total: 100 points 100 points 100 points 100 points 400 points Letter grades will be assigned using the following criteria: % (A), % (B), % (C), % (D), and less than 60% (F). If needed, a curve may be employed at the end of the semester to assign individual grades. Note: If you enrolled in this course as a graduate student (i.e., getting credit for MKTG 638), your final grade will be based on 500 points: 400 points as indicated above, plus 100 points for a term paper. I will provide additional details regarding the term paper in a separate handout. Grading Criteria Tests There will be two in-class tests. The tests will include multiple-choice and short-answer questions. Criteria for developing and grading exams: (a) mastery of assigned readings and material presented and discussed in class; (b) ability to apply this material to address business problems and issues; and (c) quality of written communication. Written reports Team projects will be evaluated based on the following criteria: (a) comprehensiveness of the research effort; (b) depth of analysis; (c) new insights offered; (d) innovation; and (e) quality of written and oral communication. Class preparation and involvement Active involvement in the class is essential not only for mastering new material, but also for developing as an effective business professional. I expect students to attend all classes, demonstrate full preparation for case discussions, participate actively in the class discussions, and complete exams/assignments as scheduled unless they have a university-approved excused absence. I will carefully evaluate your contribution to our class discussion after each session and 3

4 make an overall assessment at the end of the semester. In general, students demonstrating excellence in class participation have the following characteristics: Consistent leadership in class activities and discussion. Student is fully prepared for each class. Student s comments are based on a careful analysis of pertinent concepts, facts, and/or recent developments in the marketplace. Student demonstrates ability to listen well and to respond thoughtfully to the instructor s and other students comments. Important Dates Test 1 February 25 Test 2 May 6 or May 7 (see day/time on p. 9) Team Project: Google Competition Team formation January 23 Client selection January 30 Report 1 (Pre-Campaign Report) March 6 Report 2 (Post-Campaign Report) April 17 (all reports due today) Presentations April 17 and April 22 Note: A make-up test will be allowed ONLY if: (1) there is a university-approved excused absence; and (2) I m informed prior to the scheduled test. Text and Resources Required: Course Packet. I have developed a number of class exercises that we will discuss during the semester. These exercises are generally accompanied by readings that have been selected from the business press (e.g., Business Week, Fortune, etc.) and other sources. In addition, I have also selected a few cases for class discussion. I expect students to have read these materials prior to each class session. The course packet can be purchased from two locations: (1) Texas Aggieland Bookstore (next door to Copy Corner, 2307 Texas Avenue South, College Station; ); and (2) Barnes & Noble Bookstore (MSC location; ). Text: Damian Ryan and Calvin Jones (2012), Understanding Digital Marketing, 2 nd edition, Kogan Page, Philadelphia, PA. ISBN: (paperback). Highly Recommended: The Wall Street Journal. Online access to current and selected archived reports (related to the Internet) is included in your subscription. I will circulate sign-up sheets for reduced-rate subscriptions. General Guidelines for the Team Project Class presentations. Teams will present their project reports in class. As class time is limited, each team will have 20 minutes for the presentation, followed by a question/answer 4

5 session. Please prepare presentations using MS PowerPoint. As far as possible, all team members must participate (during the presentation and/or the question-answer session). While rehearsing your presentation, pay careful attention to the following issues: content, organization and structure, visuals, and interaction with the audience. Suggested attire for the presentations: business. Library and online research assistance. The West Campus Library has several online resources to research the issues identified above. Mr. Michael Smith, Business Reference Librarian, specializes in online research focusing on marketing issues and maintains a list of online resources specifically for this course and related project work (see the West Campus Library s website for details click on Business Guides and then look for MKTG 438). If you need assistance with a specific online resource after studying the library s course website, please schedule an appointment with Mr. Smith (or one of his colleagues) as a team ([email protected]). If you have any questions related to the project work, or need my input on a particular issue, please feel free to me or stop by for a discussion during my office hours. Textbook and other resources. Lecture materials and several sections of the assigned textbook may be helpful for developing your project reports. Team meetings. If you need a room for a team meeting, please see Ed Segura or Jeffrey Stephenson in the Facility Coordinator s office (158 Wehner). Each team room has a computer and projection equipment. Rooms are available on a first-come-first-served basis. Please check with them if a room can be reserved in advance. The West Campus Library also has meeting rooms that can be used for team work. Peer Evaluation. Members of your team will evaluate you on factors such as co-operation, willingness to be a team player, and your overall effort in the project. It is important to note that your individual score for the project may be lowered significantly if the peer evaluations are judged to be unfavorable. In the past, almost all peer evaluations have been judged to be favorable. However, it is very important that you work closely with your team members, communicate well with them, and avoid the possibility of any misunderstandings that may adversely affect your project grade. Additional Course Information ADA Statement The Americans with Disabilities Act (ADA) is a federal anti-discrimination statute that provides comprehensive civil rights protection for persons with disabilities. Among other things, this legislation requires that all students with disabilities be guaranteed a learning environment that provides for reasonable accommodation of their disabilities. If you believe you have a disability requiring an accommodation, please contact Disability Services, visit call or go to Cain Hall, Room B118. Academic Integrity Statement Aggie Honor Code: An Aggie does not lie, cheat, or steal or tolerate those who do. Upon accepting admission to Texas A&M 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 System. Students will be required to state their commitment on examinations, research papers, and other academic work. Ignorance of the 5

6 rules does not exclude any member of the Texas A&M University community from the requirements or the processes of the Honor System. For additional information please visit: Food & Beverage Policy We have beautiful, state-of-the-art classrooms in the Wehner Building and Cox Hall. We want to maintain the high quality of these classrooms for the students in future years. Thus, it is necessary for you to adhere to the established policy of NO BEVERAGES, FOOD, TOBACCO PRODUCTS, OR ANIMALS (unless approved) within the Wehner Building and Cox Hall classrooms. Laptop and Technology Use in Class You are welcome to bring your laptops and tablets to all classes. In the syllabus, I have specified certain days when we are likely to use such devices to facilitate class exercises. Please note that laptops and other devices can be used ONLY for work related to our class discussion and/or lecture. Any other type of technology usage in class is strictly prohibited. About Your Professor Manjit S. Yadav is Macy s Foundation Professor and Professor of Marketing, Mays Business School, Texas A&M University. Dr. Yadav obtained his Ph.D. in marketing from Virginia Tech. Dr. Yadav s current research focuses on marketing strategy in digital environments, particularly issues related to innovation and technological change. His work has been published in a number of leading journals, including Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, and Sloan Management Review. He is the Editor of AMS Review and a member of the Editorial Boards of Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Retailing, and Journal of Interactive Marketing. Dr. Yadav has taught at the undergraduate (Strategic Internet Marketing, Product Management, Marketing Research), masters (E-Commerce Strategy, Marketing Strategy, Product Innovation), and doctoral levels (Seminar in Consumer Behavior). He also teaches in the Mays Business School s Center for Executive Development. Dr. Yadav is a recipient of the Faculty Distinguished Achievement Award in Teaching (Mays Business School, Texas A&M University). Dr. Yadav s presentations to industry groups focus primarily on strategic implications of the Internet for marketing. Consulting and executive development assignments have been completed with The Guest Amenities Group, Halliburton, and Telecom Italia. Dr. Yadav co-chaired American Marketing Association s Faculty Consortium on E-Commerce held at Texas A&M University. 6

7 Topics and Reading Assignments Note: You should read all assigned material prior to each class meeting and come prepared to discuss and write about issues related those readings (see the course packet for Discussion Questions and other details). Text chapters generally have broader scope and provide additional material related to the topics. You are not expected to read the text chapters prior to each class meeting. Text material should be read carefully after each class meeting and key points from the chapters should be combined with the lecture notes and readings as needed. Doing this type of work regularly throughout the semester is highly recommended. Date Topic Reading Assignment/Guidelines (See Course Packet for details) Part 1: INTRODUCTORY CONCEPTS & KEY TECHNOLOGIES T: 1/14 Course introduction TH:1/16 A digital, connected world Kiva.org Reading: Learning by the Case Method (HBS, Text: Chapters 1 and 2 T:1/21 TH:1/23 T:1/28 How the Internet is reshaping the marketplace Internet infrastructure: An Overview for Marketing Managers (1) Internet infrastructure: An Overview for Marketing Managers (2) Part 2: ESSENTIAL SKILLS Fortune Tech conference Reading: Newspapers and Thinking the Unthinkable Text: Chapters: 1 and 2 (continued) Reading: The Worldwide Web and Internet Technology (HBS, ) Due: Teams for Google project Chapter 3 TH:1/30 Online search and website traffic (1) Project work: Google online marketing challenge (1) T:2/4 Online search and website traffic (2) Project work: Google online marketing challenge (2) Reading: Search Engine Optimization: A Note for Managers Text: Chapters 4 and 5 Due: Client firms for Google project Project work Text: Chapters 4 and 5 TH:2/6 Communication in digital environments Reading: The Future of Television 7

8 T:2/11 Business models in digital markets Reading: Money Models for MOOCs TH:2/13 Product digitization and innovation Reading: Using the Crowd as an Innovation Partner T:2/18 Advertising and social media (1) Reading: Dove: Evolution of a Brand (HBS, ) Text: Chapters 6, 7 and 8 TH:2/20 Advertising and social media (2) Text: Chapters 6, 7 and 8 (continued) T:2/25 TEST 1 Material covered from 1/14 to 2/13 TH:2/27 Customer relationship management Reading: The Battle Over Netflix T:3/4 Best practices in website design (1) Come prepared to discuss your online activities TH:3/6 Best practices in website design (2) Due: Report 1 of the Google Project T:3/18 SPRING BREAK 3/10-3/14 Part 3: E-COMMERCE & DIGITAL MARKETING STRATEGY Team project Google online marketing challenge (3) Planning day Review your team s progress on the project and make plans for implementing the Google AdWords campaign TH:3/20 Internet retailing Reading: The Future of Shopping Text: Chapter 10 T:3/25 Multi-channel management Reading: Dot Convert TH:3/27 Dynamic pricing Reading: The Daily Deal Get Squeezed T:4/1 B2B e-commerce Google Follows Amazon to B-to-B E-commerce TH:4/3 T:4/8 TH:4/10 T:4/15 Executive Speaker: TBA Sustainable competitive advantage in digital markets (1) Sustainable competitive advantage in digital markets (2) Looking ahead: Emerging trends and developments Reading: ebay, Inc. and Amazon.com (A) ) Reading: Strategy and the Internet Text: Chapter 11 8

9 TH:4/17 Project presentations (Teams 1-3) Due: All teams submit Report 2 (Google Project) T:4/22 Project presentations (Teams 4-6) TH:4/24 Last day of classes for this course Course wrap-up; Integrative review of main course themes + Test 2 review TEST 2 (in this classroom, Wehner 108) MKTG 438, Section 502 (3:55-5:10) MKTG 438, Section 500 (12:45-2:00) MKTG 438, Section 501 (2:20-3:35) Material covered from 2/18 4/24; see course packet for details May 6 (Tuesday): 1-3 p.m. Note: Students enrolled in MKTG 638, section 602 (3:55-5:10) will also take the test at this time. May 7 (Wednesday): 8-10 a.m. May 7 (Wednesday): 1-3 p.m. 9