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JOHN CABOT UNIVERSITY
COURSE CODE: "MKT 340"
COURSE NAME: "E-Marketing"
SEMESTER & YEAR:
Summer Session I 2018
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SYLLABUS
INSTRUCTOR:
Susan Jones
EMAIL: [email protected]
HOURS:
MTWTH 9:00 AM 10:50 AM
TOTAL NO. OF CONTACT HOURS:
45
CREDITS:
3
PREREQUISITES:
Prerequisites: Junior Standing, MKT 301
OFFICE HOURS:
By Appointment
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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.
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SUMMARY OF COURSE CONTENT:
Internet and Mobile Marketing in the Digital Ecosystem, The Supply Chain Becomes a Value Ecosystem, Business Models and Strategies, The Direct Response and Database Foundations of Internet Marketing, Social Media Marketing as a Cornerstone of Strategy, Experiencing the Digital Customer Journey, Display and Mobile Advertising for Customer Acquisition, Content Marketing, Email Marketing to Build Consumer and Business Relationships, Search Engine Marketing, Paid Search and Social Advertising, Mobile Marketing, Demand Generation and Conversion in B2B Markets, Customer Relationship and Retention Marketing, Developing and Maintaining Effective Online and Mobile Websites, Social and Regulatory Issues: Privacy, Security and Intellectual Property, Customer Service and Support in the Digital Era, and Measuring and Evaluating Digital Marketing Programs
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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
9. Apply class learning in a final project on personal branding
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TEXTBOOK:
| Book Title | Author | Publisher | ISBN number | Library Call Number | Comments | Format | Local Bookstore | Online Purchase |
| Internet Marketing: Integrating Online and Offline Strategies in a Digital Environment | Zahay and Roberts | Cengage | ISBN-10: 1337501867 ISBN-13: 9781337501866 | | Please Get the Digital Access Plus Print Version, not Digital Access Alone | | | |
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REQUIRED RESERVED READING:
RECOMMENDED RESERVED READING:
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GRADING POLICY
-ASSESSMENT METHODS:
| Assignment | Guidelines | Weight |
| Class Participation | Quizzes, Group Work, Attendance, Positive and Constructive Participation in Class Activities | 30 |
| Short Essay Test #1 | One Question Each on Chapters 1-6 | 18 |
| Short Essay Test #2 | One Question Each on Chapters 7-12 | 18 |
| Short Essay Test #3 | One Question Each on Chapters 13-18 | 18 |
| Final Project | Personal Branding Assignment and Report Out | 16 |
-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:
ATTENDANCE REQUIREMENTS AND EXAMINATION POLICY
You cannot make-up a major exam (midterm or final) without the permission of the Dean’s Office. The Dean’s Office will grant such permission only when the absence was caused by a serious impediment, such as a documented illness, hospitalization or death in the immediate family (in which you must attend the funeral) or other situations of similar gravity. Absences due to other meaningful conflicts, such as job interviews, family celebrations, travel difficulties, student misunderstandings or personal convenience, will not be excused. Students who will be absent from a major exam must notify the Dean’s Office prior to that exam. Absences from class due to the observance of a religious holiday will normally be excused. Individual students who will have to miss class to observe a religious holiday should notify the instructor by the end of the Add/Drop period to make prior arrangements for making up any work that will be missed. The final exam period runs until Friday, June 22.
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.
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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.
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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.
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SCHEDULE
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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.
Suggestion: Answer your test questions as we go along each class period so you don’t have to do all six the night before the tests.
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CLASS
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DATE
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TOPIC(S)
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PREPARATION
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1
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21/5/17
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Internet and Mobile Marketing in the Digital Ecosystem
Select and Describe Three Web Sites you will follow this term
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Read Chapters 1 and 2 of Text
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2
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22/5/17
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The Supply Chain Becomes a Value Ecosystem
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Read Chapters 3 and 4 of Text
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3
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23/5/17
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Business Models and Strategies, The Direct Response and Database Foundations of Internet Marketing
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Read Chapter 5 of Text
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4
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24/5/17
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Social Media Marketing as a Cornerstone of Strategy
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Read Chapter 6 of Text
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5
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28/5/17
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Experiencing the Digital Customer Journey
Introduction to Final Project; Review
of Chapters 1-6
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Short Essay Test I Due 29/5/17
Read Chapters 7 and 8 of Text
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6
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29/5/17
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Display and Mobile Advertising for Customer Acquisition, Content Marketing
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Read Chapters 9 and 10 of Text
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7
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30/5/17
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Email Marketing to Build Consumer and Business Relationships, Search Engine Marketing,
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Read Chapter 11 of Text
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8
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31/5/17
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Paid Search and Social Advertising
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Read Chapter 12 of Text
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9
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4/6/17
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Mobile Marketing
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10
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5/6/17
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In-Class Work on Final Project;
Review of Chapters 7-12
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Short Essay II Test Due 6/6/17
Read Chapter 13 of Text
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11
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6/6/17
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Demand Generation and Conversion in B2B Markets
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Read Chapter 14 of Text
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12
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7/6/17
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Customer Relationship and Retention Marketing
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Read Chapter 15 of Text
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13
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11/6/17
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Developing and Maintaining Effective Online and Mobile Websites
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Read Chapter 16 of Text
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14
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12/6/17
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Social and Regulatory Issues: Privacy, Security and Intellectual Property
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Read Chapter 17 of Text
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15
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13/6/17
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Customer Service and Support in the Digital Era
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Read Chapter 18 of Text
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16
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14/6/17
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Measuring and Evaluating Digital Marketing Programs
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Work on Essay Test and Final Project
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17
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18/6/17
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In-Class Work on Final Project;
Review of Chapters 13-18
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Short Essay Test III Due 19/6/17
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18
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19/6/17
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Enrichment Activities
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Prepare Final Project Presentations
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19
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20/6/17
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Digital Marketing Strategy Seminar
and Exercises
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Prepare Final Project Presentations
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20
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21/6/17
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Final Presentations and Wrap-up; Coffee and Croissants – My Treat
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Enjoy the rest of your summer!
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