Internet Marketing Summer 11 1 MKT 4555 - S2DA INTERNET MARKETING SYLLABUS Professor Evan Neufeld Baruch College Zicklin School of Business Session: Summer, 2011 Session II: July 18 - August 18 Revised: June 6th, 2011 I. Course Objectives: This class will focus on the dynamic, interactive and ever evolving field of Internet Marketing, which in the past decade has emerged as an integral part of most brands marketing strategies for acquiring and retaining customers. This course aims to arm students with a comprehensive understanding of the field of Internet Marketing from both a strategic and tactical perspective. The course will combine theory and practice in an extremely interactive, iterative environment. Class work will be supplemented by real world exercises by students and guest lectures from experienced practitioners. Formal presentations - by students, the professor, and guest lecturers - will be used to provide a springboard for discussion among class participants. The success of the course itself, as well as the depth of understanding you take away from it, is dependent on your preparation for each class. This course aims to do the following: Provide students with knowledge of industry terms, concepts and methods. Provide a critical understanding of the capabilities of this medium as a marketing channel. Give hands-on experience of Internet Marketing technologies and techniques. Teach students how to develop an Internet Marketing strategy. Develop students communication skills. II. Learning Objectives: The overall objectives are to understand internet users and to identify profitable E- Marketing strategies. In addition, this course will help you master the following: How the Internet affects the breadth and depth of a firm's overall marketing strategy. How the internet is used for primary and secondary research. Understand the E-Marketing context: e-business models, performance metrics, and role of strategic planning. Describe several technological, legal and ethical issues regarding internet use. Describe marketing strategies of segmenting, targeting, positioning and differentiation. Describe the consumer exchange process online and its outcomes. Know how to use marketing functions of product, pricing, distribution and marketing communication for a firm's E-Marketing strategy. Evaluate several customer relationship management (CRM) strategies using internet technologies. Understand how several industries use the Internet in their businesses.
Internet Marketing Summer 11 2 III. Course Format: The format for this course is a combination of lecture, hands-on assignments (both as individuals and as part of a team) and discussion. This course is structured to provide ample opportunity for interaction among students, as well as between student and instructor. Your active and thoughtful participation is vital. As a result, it is imperative that you keep up with the reading and reflection. Readings are to be completed before the class for which they are assigned, as we will discuss and apply them during class. This class will emphasize asynchronous learning, and will heavily utilize online resources such as Blackboard, email, electronic mailing lists, conferencing systems such as glance, online discussion boards, wikis, blogs, and social media. As such, several times during the semester we will have virtual classes that will focus on individual assignments, group work, and virtual learning exercises. Participation in virtual classes in mandatory despite there being no formal in-class meeting during a virtual class. There will be considerable team activity during the term, so form 5 member teams by the end of Class # 1, June 18 th. Pick a team leader to email me names of team members and the name of your team. All presentations should be made utilizing either commercially available presentation programs such as Power Point and Keynote or open-source software alternatives such as OpenOffice.org. Finally, given the fluid nature of the subject matter, additional materials will be added to this syllabus on an ad hoc basis, so it is vital that you check Blackboard several times a week for updates and additional assignments. IV. Logistics: Class will meet Monday, Wednesday & Thursday, 5:30 PM - 8:00PM Room 4180, Vertical Campus Phone: (347) 725-0867 Email: evan.neufeld@baruch.cuny.edu Office Hours: Thursday, 8:00PM -8:45 pm in Room 4180 V. Required Reading Material: E Marketing, Judy Strauss; Raymond Frost, 5th Edition ISBN-10: 9780136154402. [Note: Students should purchase the on-line version of this, located @www.coursesmart.com/ 9780136154426? professorview=false& instructor=2998807] Selected chapters will be on reserve from Internet Marketing: Integrating Online and Offline Strategies. M. L. Roberts, 2nd edition Thomson/Atomic Dog Publishing, 2007, ISBN 13: 978-0-759-39278-6. A variety of articles, case studies and white papers will also be added throughout the semester. Please check Blackboard regularly for updates.
Internet Marketing Summer 11 3 VI. Course Description: The goal of this course is to equip future executives, managers and strategists with the tools and skills required to analyze and develop sophisticated interactive marketing programs. The two major objectives of this course are to introduce students to current marketing and advertising theory and practices on the Internet, and to give students the opportunity to apply this knowledge in the real world. Particular attention will be given to examining Internet Marketing models, understanding consumer online behavior, designing effective online content, and implementing interactive marketing campaigns. VII. Class Procedures: The content of the course will be conveyed through a mix of lectures, discussions, projects, and case studies. Students are expected to have completed the assigned readings, raise questions when they do not understand, and participate in class discussions. Each class will be segmented into three related activities: Discussion of topical articles, videos and/or case studies. Lecture on and/or activities demonstrating important theoretical, definitional or situational areas. Synthesis of the above material. The level of time spent on each activity will vary depending on the topic. Because class work is an important part of the course, I will take attendance regularly. Except for documented emergencies, you will lose a point off your class-participation grade for each absence. If you have an emergency, please notify me ahead of time. There are no make-up classes. You are required to come to class on time. If you cannot arrive on time owing to extenuating circumstances let me know in advance. If you are not present at the beginning, you will be marked absent. VIII. Grading: 1. Class Participation (15%): Class participation is an important way of sharing your thoughts with class members to enhance group learning. It also serves as a valuable training forum for business, because there you will be required to respond to unanticipated questions. There is no magical way of acquiring this skill. You must overcome your individual level of anxiety via practice. Your logical, concise analysis should make distinct, positive and useful contributions to the class. Remember, there is no one right answer, but views which cannot be logically supported will be deemed to be poor answers. If the need arises, I reserve the right to curtail or defer discussion. 2. Current Events (5%): Students will be asked to bring to class, and be prepared to discuss, materials they have read on-line concerning key Internet marketing issues. More specifically, each student (at least once in the term) will prepare a one page-bullet point summary of an article and e-mail it to me 24 hours before class. It should include, the title, author, source (URL), why it is interesting (funny, unbelievable, significant, etc.), main thesis, and discussion areas. Each student will be assigned days during the semester. Useful websites for tracking current industry trends include:
Internet Marketing Summer 11 4 http://www.clickz.com/ http://www.mediapost.com/publications/ http://www.iab.net/ http://adage.com/ http://paidcontent.org/ http://gizmodo.com/ http://www.forrester.com/rb/research http://www.marketingsherpa.com/index.html [Please refer to Appendix C for individual assignment dates] 3. Exams (50%): There will be 4 exams during the course of the semester. All will be a combination of multiple choice questions and short answer. One side of one page of notes, hand written, is permitted. 4. Team Assignments (15%): During the course of the semester, you will participate in several team assignments. These will require you to meet as part of a group, review materials, produce joint analysis on a given topic and be ready to discuss this analysis in class. See Appendix A for a detailed list of assignments. 5. Team Project (15%): For you team project you will asked to analyze a company s online strategies using the book concepts and terminology. Select a company with a large online presence and that is well known so that you can find articles written about its Internet strategies and not have to rely solely on its Website. Be sure to read the press releases at the site for more insight. Each team will select a different company on a first-come, first-served basis. The instructor must approve your company selection. You must also present your findings during a 15-minute power point presentation on the due date. See Appendix B for detailed guidelines. Guidelines: 1. Classroom Participation 15% 2. Current Events 5% 3. Exams 50% 4. Team Assignments 15% 6. Team Projects 15% For each assignment and final grades, a mastery system will be used (not a curve) as follows: 90% - 100% = A- to A 80% - 89% = B- to B+ 70% - 79% = C- to C+ 60% - 69% = D- to D+ Below 60% = F IX. Code of Conduct: Academic dishonesty includes, but is not limited to cheating, plagiarism, collusion, sabotage, and falsification of records. For clarification and definitions see College s Academic Honesty Website: www.baruch.cuny.edu/academic/academic_honesty.html.
Internet Marketing Summer 11 5 Penalties can be severe and are determined by the instructor on a case-by-case basis. X. Class Schedule: Class 1: E-Marketing in Context (M 7/18): In addition to providing an overview of the course content, learning objectives, expected student participation and grading, we will also review the historical context of the rise of the Internet and it s impact on marketing practices. Pick and name teams Sign up for Current Events assignments Class 2: Business Models & Strategies (W 7/20) Read Chapters 1-3 Strauss Current Events assignments begin Class 3: The E-Marketing Environment (Th 7/21) Read Chapters 4 & 5 Strauss Review for First Exam Team Assignment #1 is due (see Appendix A for details) Class 4: E-Marketing Research (M 7/25) Read Chapters 6 Strauss Guest Lecturer on Privacy or Market Research (to be announced) Team Project Topic is due First Exam (covers content of classes 1-3) Class 5: Developing & Maintaining Effective Website (W 7/27) Read Chapter 10 Roberts (posted on web) Read Dr. Jakob Nielsen, Introduction to Usability & Top 10 Mistakes in Web Design (posted on web) Team Assignment # 2 is due (see Appendix A for details) Class 6: Understanding the Internet Consumer (Th 7/28) Read Chapters 7 & 8 Strauss Review for Second Exam Class 7: E-Marketing Management (M 8/1) Read Chapters 10-12 Strauss Second Exam (covers content of classes 4-6) Class 8: Customer Acquisition I: Overview & E-Mail (W 8/3) Read Chapter 13 Strauss Outline of Final Group Project due Team Assignment # 3 is due (see Appendix A for details)
Internet Marketing Summer 11 6 Class 9: Customer Acquisition II: Brand Development & Online Advertising (Th 8/4) Read Chapter 14 Strauss Guest Lecturer on Online Advertising (to be announced) Read Interactive Branding: Best Practices in a Direct Response-Driven Media (posted on web) Class 10: Customer Acquisition II: Search & Social Media (Virtual Class) (M 8/8) Read SEO Demystified (posted on the web) Read A Step-by-Step Guide to a Successful Social Media Program (posted on web) Guest Lecturer on SEO or SMO (to be announced) Review for Third Exam Class 11: Customer Retention (W 8/10) Read Chapter 15 Strauss Third Exam (covers content of classes 7-9) Class 12: Measuring & Evaluating Web Marketing Programs (Virtual Class) (Th 8/11) Read Chapter 11 Roberts (posted on the web) Class 13: The Future (M 8/15) Guest Lecturer on Mobile Marketing (to be announced) Reading assignments to be announced View Webinar: Mobile Marketing Trends, Insights and Best Practices @ www.emarketer.com/docs/webinars/mobile_marketing_trends_8_26_10.html All Group Projects are due Class 14: Group Presentations (W 8/17) Student presentations of group projects (limited to 15 minutes each). Fourth Exam (covers content of classes 10-13) Class 15: Summary (Th 8/18) A summary of the key learning s of the semester will be presented. Suggestions for course improvement will be requested.
Internet Marketing Summer 11 7 Appendix A: Team Assignments Team Assignment 1 (Th 7/21) 1. Meet as a team to review the documentary Download: The True Story of the Internet (posted on the web @ http://topdocumentaryfilms.com / download-truestory-internet/). 2. Focusing on 1 of the 4 sections of the documentary, come to a consensus about the top 3 to 5 leanings you discover here with regards to the importance of innovation in business. 3. Be prepared to discuss your findings in class of 7/21. Team Assignment 2 (Th 7/28) 1. Meet as a team to review the reading assignment for Developing & Maintaining Effective Websites. 2. As a group, create a list of 15 important elements of a good website to class based on your analysis. 3. Be ready to discuss examples to support your list. 4. Email me your analysis, in PowerPoint, 24 hours in advance of class of class on 7/28. 5. Be ready to present & discuss your findings in class on 7/28. Team Assignment 3 (W 8/3) 1. Meet as a team to review the following materials: a. Presentation Zen (http://www.youtube.com/watch?v=50mhx8_b5-s) b. What is Presentation Zen? (http://www.youtube.com/watch?v=vfdm1- DVdyc&feature=related) c. Present Like Steve Jobs (http://www.youtube.com/watch?v=2- ntlgoyhw4&feature=related) d. Slide:ology (http://www.youtube.com/watch?v=odsrurcgsjs) e. Presentations reviewed on the Presentation Zen website @ http://www.presentationzen.com/presentationzen /2009/05/makingpresentations-in-the-ted-style.html. 2. Come to a consensus about the top 3 to 5 learnings you discover here with regards to constructing an effective presentation. 3. Email me your analysis, in PowerPoint, 24 hours in advance of class of class on 8/3. 4. Be prepared to discuss your findings in class on 8/3.
Internet Marketing Summer 11 8 Appendix B: Team Project In a team, analyze a company s online strategies using the book concepts and terminology. Select a company with a large online presence and that is well known so that you can find articles written about its Internet strategies and not have to rely solely on its Website. Be sure to read the press releases at the site for more insight. Each team will select a different company on a first-come, first-served basis. The instructor must approve your company selection. Present your findings during a 15-minute power point presentation on the due date. Include the following in your presentation: Part 1 Overview: Internet Properties & Marketing Implications Website analysis Web and other online content (such as mobile content) Website properties (table 1.6) Website design and usability features Multimedia and interactive features Part 2 Benefit, Cost & Value Creation The Marketing Mix Creating a positive customer experience Benefit, cost & value creation Internet marketing mix Customer relationship management features Part 3 Consumer Characteristics & Branding Strategy Branding and consistency online/offline branding Environmental, situational, and personal factors affecting users Market segments served Brand position Offline versus online customers Part 4 Website Analysis Currency Content, including multimedia and user engagement opportunities Usability: navigation, access Other company owned sites (e.g., microsites or support.dell.com) Part 5 Business Model Business pyramid model Specific e-business models used (chapter 2) Customer value (products, price) Revenue stream sources Part 6 E-Marketing Metrics Site objectives Metrics likely used at this site (using balanced scorecard and other approaches in chapter 3) Part 7 Conclusion and Outlook Evaluation of the company s online properties Recommendations for improving the business model or opportunities Note: some of this is adapted from Simone Schlobinski and Adel El-Ansari.
Internet Marketing Summer 11 9 Appendix C: Individual Current Event Assignments Last First Current Events Assignment ACOSTA CANDICE Class 2 AHN AMY Class 2 BOLDINA MARINA Class 2 BUNIATOF SVETLANA Class 3 CAMPBELL HEATHER Class 3 CHAN KEVIN Class 3 CHEN ANNIE Class 4 CUNNIFF ADAM Class 4 DELGADO KEVIN Class 4 FEDERICO STEPHANIE Class 5 FRANCIPANE CHRISTIAN Class 5 GILAD LIRON Class 5 GREENIDGEDOTTIN SUSAN Class 5 IZBASH SERGEY Class 6 KYAW PYI Class 6 LEE HYELIM Class 6 LIAO LINGFENG Class 7 LIU TIANYUE Class 7 LOFFREDO JOHN Class 7 LUKOVIC SUADA Class 8 MCLEISH MELICIA Class 8 PEACE ERIC Class 8 PENNINK NICHOLAS Class 9 PETERSON CAROL Class 9 PROKOPENKO ALEKSANDRA Class 9 PUROHIT ANJALI Class 11 SEREBRINSKIY MAKSIM Class 11 SILBERMAN MORAN Class 11 SUEN ALAN Class 12 SUGIYAMA KAORU Class 12 VALENTIN-ARIAS ISRAYMER Class 12 VALES KELLY Class 13 WHITE NADINA Class 13 WU YING Class 13