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JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 340"
COURSE NAME: "E-Marketing "
SEMESTER & YEAR: Summer Session I 2017
SYLLABUS

INSTRUCTOR: Susan K Jones
EMAIL: [email protected]
HOURS: MTWTH 9:00 AM 10:45 AM
TOTAL NO. OF CONTACT HOURS: 45
CREDITS: 3
PREREQUISITES: Prerequisites: Junior Standing, MKT 301
OFFICE HOURS:

COURSE DESCRIPTION:
This course approaches Internet marketing from a marketing management perspective. The course looks at the Internet both as a tool to be used in the marketing planning process and as an element of a company’s marketing mix. The course explores how traditional marketing concepts such as market segmentation, research, the 4Ps, and relationship marketing are applied using the Internet and other electronic marketing techniques. Website design is not covered.
SUMMARY OF COURSE CONTENT:

Internet Marketing as Part of the Marketing Communications Mix, The Internet Value Chain, Business Models and Strategies, Direct Response and Database Foundations,  Online Branding and Video Marketing, Display Advertising and Other Customer Acquisition Techniques, E-Mail Marketing, Search Marketing, Social Media Marketing, Lead Generation and Conversion, Customer relationship Development and Retention, Developing and Maintaining Effective Websites, Customer Service and Support, Measuring and Evaluating Web Marketing, Social and Regulatory Issues, Mobile Marketing and Related Developments.

LEARNING OUTCOMES:

Students who complete the course successfully should be able to:

1.Apply knowledge of the history of the Internet and its evolution into an innovative marketing medium

2.Demonstrate understanding of the digital marketing world and digital convergence

3.Master the basics of networks and be able to apply these concepts in global marketing

4.Demonstrate an understanding of how individuals work and buy and how companies sell online including market segmentation and product differentiation

5.Apply best practices in online and offline branding

6.Master the basics of web site usability, credibility, persuasion, traffic building and personalization

7.Demonstrate best practices for community building and customer relationship management online

8.Apply marketing research and the four Ps of marketing in the world of e-Marketing

Apply class learning in a final project

TEXTBOOK:
Book TitleAuthorPublisherISBN numberLibrary Call NumberComments
Internet Marketing: Integrating Online and Offline StrategiesRoberts and Zahay 3rd EditionSouth-Western CENGAGE Learning 9781133625902  – – South-Western CENGAGE Learning ISBN-13: 9781133625902 ISBN-10: 1133625908
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Class participation Quizzes, Group Work, Attendance, Positive and Constructive Participation in Class Activities30%
Short Essay Test #1One Question Each on Chapters 1-518%
Short Essay Test #2One Question Each on Chapters 6-1118%
Short Essay Test #3One Question Each on Chapters 12-1618%
Final Project PresentationPersonal Branding Assignment and Report Out16%

-ASSESSMENT CRITERIA:
AWork of this quality directly addresses the question or problem raised and provides a coherent argument displaying an extensive knowledge of relevant information or content. This type of work demonstrates the ability to critically evaluate concepts and theory and has an element of novelty and originality. There is clear evidence of a significant amount of reading beyond that required for the course.
BThis is highly competent level of performance and directly addresses the question or problem raised.There is a demonstration of some ability to critically evaluatetheory and concepts and relate them to practice. Discussions reflect the student’s own arguments and are not simply a repetition of standard lecture andreference material. The work does not suffer from any major errors or omissions and provides evidence of reading beyond the required assignments.
CThis is an acceptable level of performance and provides answers that are clear but limited, reflecting the information offered in the lectures and reference readings.
DThis level of performances demonstrates that the student lacks a coherent grasp of the material.Important information is omitted and irrelevant points included.In effect, the student has barely done enough to persuade the instructor that s/he should not fail.
FThis work fails to show any knowledge or understanding of the issues raised in the question. Most of the material in the answer is irrelevant.

-ATTENDANCE REQUIREMENTS:

Students are expected to come to class and to arrive on time.

Absences: students are allowed up to 2 absences during the term.

Tardiness: students arriving more than 5 minutes late for class will be marked as absent (though they may stay and follow the lesson).

Persistent absence or tardiness usually precludes satisfactory performance in the course, and will result in a lower class participation grade. In any case, students are responsible for all material covered by the syllabus and/or discussed in class, whether or not they are actually present. 

3+/

ACADEMIC HONESTY
As stated in the university catalog, any student who commits an act of academic dishonesty will receive a failing grade on the work in which the dishonesty occurred. In addition, acts of academic dishonesty, irrespective of the weight of the assignment, may result in the student receiving a failing grade in the course. Instances of academic dishonesty will be reported to the Dean of Academic Affairs. A student who is reported twice for academic dishonesty is subject to summary dismissal from the University. In such a case, the Academic Council will then make a recommendation to the President, who will make the final decision.
STUDENTS WITH LEARNING OR OTHER DISABILITIES
John Cabot University does not discriminate on the basis of disability or handicap. Students with approved accommodations must inform their professors at the beginning of the term. Please see the website for the complete policy.

SCHEDULE

Each day’s class will be a combination of interactive discussion of the course material, student group work and report-out, short quizzes done open-book in class, and more formal student presentations.  Out-of-class work will include assigned reading from the text, periodic written assignments, and a final presentation on personal branding. 

CLASS

DATE

TOPIC(S)

PREPARATION

1

22/5/17

Foundations of E-Marketing

Select and Describe Three Web Sites you will follow this term

Read Chapters 1 and 2 of Text

2

23/5/17

The Internet Value Chain

Read Chapter 3 of Text

3

24/5/17

Business Models and Strategies

Read Chapter 4 of Text

4

25/5/17

Individuals Online

Read Chapter 5 of Text

5

29/5/17

Introduction to Final Project; Review of Chapters 1-5

Short Essay Test I Due 30/5/17

6

30/5/17

Online Branding and Video Marketing

Read Chapter 6 of Text

7

31/5/17

Customer Acquisition Techniques

Read Chapter 7 of Text

8

1/6/17

E-Mail Marketing

Read Chapter 8 of Text

9

5/6/17

Search Marketing: SEO and PPC

Read Chapter 9 of Text

10

6/6/17

Social Media Marketing

Read Chapter 10 of Text

11

7/6/17

B2B Markets – Lead Generation/Conversion

Read Chapter 11 of Text

12

8/6/17

In-Class Work on Final Project; Review of Chapters 6-11

Short Essay II Test Due 12/6/17

13

12/6/17

CRM and Retention

Read Chapter 12 of Text

14

13/6/17

Developing/Maintaining Effective Websites

Read Chapters 13 and 15 of Text

15

14/6/17

Customer Service and Support Online; Measuring and Evaluating Web MKTG Programs

Read Chapter 14 of Text

16

15/6/17

Social and Regulatory Issues

Read Chapter 16 of Text

17

19/6/17

In-Class Work on Final Project; Review of Chapters 12-16

Short Essay Test III Due 21/6/17

18

20/6/17

Mobile Marketing

Prepare Final Project Presentations

19

21/6/17

Digital Marketing Strategy Seminar and Exercises

Prepare Final Project Presentations

20

22/6/17

Final Presentations and Wrap-up

Enjoy the rest of your summer!