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Online classes

Effective: Late Fall 8-Week, 2017/2018

MKTG 360: E-Marketing

Course Description

This course explores how the internet can be used effectively to enhance the marketing activities of corporate enterprises, non-profits and government agencies.

Prerequisite: CISS 170 and MKTG 310

Proctored Exams: None



Syllabus Contents

Textbooks

Required

  • Strauss, J. and R. Frost.. E-Marketing. 7th ed. Prentice Hall, Inc., 2013.
    • ISBN-978-0-13-295344-3

MBS Information

Textbooks for the course may be ordered from MBS Direct. You can order

For additional information about the bookstore, visit http://www.mbsbooks.com.


Course Overview

This course is designed to help you understand how to create stakeholder value by creating an Internet presence. You will be able to analyze and describe e-marketing strategies for segmenting, targeting, and positioning. You will use marketing mix functions as part of an overall e-marketing strategy. You will also be able to implement customer relationship strategies as part of an overall e-marketing strategy.



Technology Requirements

Participation in this course will require the basic technology for all online classes at Columbia College:
  • A computer with reliable Internet access
  • A web browser
  • Acrobat Reader
  • Microsoft Office or another word processor such as Open Office

You can find more details about standard technical requirements for our courses on our site.


Course Objectives

  • To develop a general framework to aid in the development of Internet marketing programs
  • To implement customer relationship strategies as part of an overall e-marketing strategy
  • To understand the marketing mix functions as applied to e-marketing strategy
  • To delineate the importance of internet marketing programs as part of an overall integrated marketing communications program

Measurable Learning Outcomes

  • Explain the various e-marketing strategies for segmenting, targeting, and positioning.
  • Critique how to create stakeholder value by an internet presence.
  • Use customer relationship strategies as part of an overall e-marketing strategy.
  • Use marketing mix functions as part of e-marketing strategy.

Grading

Grading Scale
Grade Points Percent
A 900-1000 90-100%
B 800-899 80-89%
C 700-799 70-79%
D 600-699 60-69%
F 0-599 0-59%
Grade Weights
Assignment Category Points Percent
Discussions 150 15%
Web Field Trip Assignments 150 15%
E-Marketing Plan 200 20%
Midterm Exam 250 25%
Final Exam 250 25%
Total 1000 100%


Schedule of Due Dates

Week 1
Assignment Points Due
Introduction 0 Wednesday/Sunday
Discussion 1 10
Discussion 2 10 Friday/Sunday
Week 2
Assignment Points Due
Discussion 3 10 Wednesday/Sunday
Discussion 4 10 Friday/Sunday
Web Field-Trip Assignment 1 50 Sunday
Week 3
Assignment Points Due
Discussion 5 10 Wednesday/Sunday
Discussion 6 10 Friday/Sunday
Week 4
Assignment Points Due
Discussion 7 10 Wednesday/Sunday
Discussion 8 10 Friday/Sunday
Midterm Exam 250 Sunday
Week 5
Assignment Points Due
Discussion 9 10 Wednesday/Sunday
Discussion 10 10 Friday/Sunday
Web Field-Trip Assignment 2 50 Sunday
Week 6
Assignment Points Due
Discussion 11 10 Wednesday/Sunday
Discussion 12 10 Friday/Sunday
Week 7
Assignment Points Due
Discussion 13 10 Wednesday/Sunday
Discussion 14 10 Friday/Sunday
Web Field-Trip Assignment 3 50 Sunday
Week 8
Assignment Points Due
Discussion 15 10 Wednesday/Saturday
E-Marketing Plan 200 Saturday
Final Exam 250
Total Points 1000

Assignment Overview

Discussions

You are expected to respond to discussion topics with an in-depth answer, as well as respond to at least two other students. The first weekly discussion is due Wednesday, while the second discussion is due Friday. Responses to both discussions are due Sunday (weeks 1-7) or Saturday (week 8).

Web Field Trip Assignments

You will write three, 1-2 page reports on assigned topics on e-marketing, based on online research. All assignments should be in APA format, including a cover page and references. Submit to the appropriate dropbox for the week.

E-Marketing Plan

You will prepare an e-marketing plan for a potential online business. The final paper should be 7-10 pages in length, following APA style. This business needs to be make-believe or one that is not already available. It should include:

  • Introduction
  • Executive summary
  • Situation/SWOT Analysis
  • E-marketing strategic planning
  • Objectives
  • An E-marketing Strategy
  • An implementation plan
  • A financial plan (Budget)
  • An evaluation plan

You will find more details about the assignment in the course Content area.


Midterm and Final Exams

There will be two exams in the course covering the readings in the text. Each exam will include a combination of multiple-choice, true/false, and short answer items. There will be 50 items on each exam and you will have 2 hours (120 minutes) to complete each.


Course Outline

Click on each week to view details about the activities scheduled for that week.

Week 1: E-Marketing–Past, Present, and Future
Readings
Chapter 1
Introduction
Introduce yourself in the "Introductions" topic. Please give us more than your name. Include your profession, hobbies, interest in e-marketing, and any other information that can help us get to know you. Post by 11:59 pm CT Wednesday.
Discussion 1
Compare and contrast the concept of e-business and e-marketing. Provide an example of a successful e-marketing business. Initial post due Wednesday; at least two responses due Sunday.
Discussion 2
What fundamental changes has the Internet brought to marketing? Initial post due Friday; at least two responses due Sunday.
Week 2: Strategic E-Marketing; The E-Marketing Plan
Readings
Chapters 2-3
Discussion 3
Should e-businesses strive to build relationships with noncustomers as well as customers? Why or why not?
Discussion 4
Explore Twitter (http://www.twitter.com) and suggest a business model with a revenue stream that capitalizes on its current value to customers. Justify your selection.
Final Project Topic Submission
Submit the selected topic for the Week Eight E-Marketing Plan to the instructor via email for approval.
Web Field-Trip Assignment 1

E-Marketing strategies

Prepare a report on the e-marketing strategies of one the top ten global brands: Apple, Google, Coca-Cola, Microsoft, IBM, Toyota, Samsung, GE, McDonalds and Amazon. Visit the website of the selected brand and provide an overview of its e-marketing strategy. Be sure to answer the following: What is the primary focus of the website? Who is the target market for the website? What marketing strategies does the website employ? Do you foresee this website becoming a major competitor in its industry?

Week 3: The E-Marketing Environment
Readings
Chapters 4-5
Discussion 5
Many consumers in emerging economies are wary of buying online. What would you do, as an e-marketer, to encourage them to change their attitudes and behavior?
Discussion 6
What E-Marketing tactics do you think are most successful and why? How has the internet changed marketing?
Week 4: E-Marketing Research; Consumer Behavior Online
Readings
Chapters 6-7
Discussion 7
Given that the cost of sending an e-mail questionnaire to 10,000 people is no higher than the cost of sending it to 10 people, why would market researchers bother devising samples if they were planning to undertake some research online?
Discussion 8
How might e-marketers capitalize on consumer interest in relationships as an outcome of internet activity?
Midterm Exam
The midterm exam must be completed by Sunday at 11:59 pm CT. This exam covers Chapters 1-7.
Week 5: Segmenting, Targeting, Differentiation, and Positioning Strategies
Readings
Chapter 8
Discussion 9
Many parents are upset that some web sites specifically target children and young teens. Outline the arguments for and against a company using this segmentation and targeting strategy. Which side do you support, and why?
Discussion 10
Underdeveloped countries tend to have sharper class divisions than those that exist in the United States. It is not uncommon for 2 percent of the population to control 80 percent of the wealth. As a marketer, how would you use this knowledge to develop a segmentation strategy for targeting consumers in these countries?
Web Field-Trip Assignment 2

Instant Messaging

You have two options for this week. Choose the one you find most interesting:

Option 1:  If you have a Twitter or Facebook account, choose a piece of content that you think may interest your followers/fans.  Create a new tweet or post that is academically acceptable.  Conduct hashtag research to find and include a few hashtags, then publish your message.  In your report, paste the actual tweet or post you created, explain the specific guidelines you followed in drafting the message, how you came up with relevant hashtags, and discuss any responses to your message.  Then discuss how companies use social media to market their products. What are some successful tactics as well as some unsuccessful ones?
Option 2:  Find a recent article on social media today. Choose an article that deals with a facet of social media that appeals to you. Write a 1-2 paragraph review of the article. Be sure to include the title and URL of the article. Include a synopsis of the article's contents, as well as your commentary about what you thought of the article.

Week 6: Product and Price–The Online Offer
Readings
Chapters 9-10
Discussion 11
Internet technology allows a company to price the same product differently for different customers. What are the advantages and disadvantages of Amazon offering the same book at one price to a professor and at a different price to a student?
Discussion 12
Using a shopping agent such as mySimon (http://www.mysimon.com), find the very lowest price that you can for a bare-bones notebook computer sold online. How is it configured? What is the highest price for the exact same computer?
Course Evaluation
Please evaluate the course. You will have an opportunity to evaluate the course near the end of the session. A link sent to your CougarMail will allow you to access the evaluation. Please note that these evaluations are provided so that I can improve the course, find out what students perceive to be its strengths and weaknesses, and in general assess the success of the course. Please do take the time to fill this out.
Week 7: E-Marketing Communication Tools; Engaging Customer with Social Media
Readings
Chapters 12-13
Discussion 13
Tragic, highly charged current events often spur national discussions on social media. Some companies see these instances as an opportunity to connect to the public. Should businesses acknowledge tragedies on their social media platforms or is this counterproductive? What should companies avoid posting in regards to a tragedy?
Discussion 14
“You should aim to be consultative, not persuasive, in the way you use the Internet for marketing communication.” What does this statement mean? What is the reasoning behind it?
Web Field-Trip Assignment 3

Customer Engagement in Social Networking

Part One: Visit LinkedIn (http://www.linkedin.com) and learn about the site. How is this social network different than others? Do you think business networks like this will ever draw more traffic than other social networks, such as Facebook? Why or why not?

Part Two: Browse through the active projects on Kickstarter (http://www.kickstarter.com). Find a product you find interesting. Answer the following:  

  • What is the name of the project?  Provide the URL.
  • Provide a 1-paragraph description of the project.
  • Provide a 1-paragraph explanation of why you like this project, including the particular approach they took.
  • If you were running this project, describe at least two things you would do differently to improve the likelihood of success.
Week 8: Buying Digital Media Space; Customer Relationship Management
Readings
Chapters 14-15
Discussion 15
Find a company online that you think does a poor job with relationship marketing. Suggest a strategy by which it could build (in phases) toward a structural relationship with its customers.
E-Marketing Plan
Prepare an e-marketing plan for a potential e-business. Instructions for the E-Marketing plan can be found in Week Seven of the Content area.
Final Exam
The Final Exam will be made available to you on Wednesday. It must be completed by Saturday at 11:59 pm CT.


Course Policies

Student Conduct

All Columbia College students, whether enrolled in a land-based or online course, are responsible for behaving in a manner consistent with Columbia College's Student Conduct Code and Acceptable Use Policy. Students violating these policies will be referred to the office of Student Affairs and/or the office of Academic Affairs for possible disciplinary action. The Student Code of Conduct and the Computer Use Policy for students can be found in the Columbia College Student Handbook. The Handbook is available online; you can also obtain a copy by calling the Student Affairs office (Campus Life) at 573-875-7400. The teacher maintains the right to manage a positive learning environment, and all students must adhere to the conventions of online etiquette.

Plagiarism

Your grade will be based in large part on the originality of your ideas and your written presentation of these ideas. Presenting the words, ideas, or expression of another in any form as your own is plagiarism. Students who fail to properly give credit for information contained in their written work (papers, journals, exams, etc.) are violating the intellectual property rights of the original author. For proper citation of the original authors, you should reference the appropriate publication manual for your degree program or course (APA, MLA, etc.). Violations are taken seriously in higher education and may result in a failing grade on the assignment, a grade of "F" for the course, or dismissal from the College.

Collaboration conducted between students without prior permission from the instructor is considered plagiarism and will be treated as such. Spouses and roommates taking the same course should be particularly careful.

All required papers may be submitted for textual similarity review to Turnitin.com for the detection of plagiarism. All submitted papers may be included in the Turnitin.com reference database for the purpose of detecting plagiarism. This service is subject to the Terms and Conditions of Use posted on the Turnitin.com site.

Non-Discrimination

There will be no discrimination on the basis of sex, race, color, national origin, sexual orientation, religion, ideology, political affiliation, veteran status, age, physical handicap, or marital status.

Student Accessibility Resources

Students with documented disabilities who may need academic services for this course are required to register with the office of Student Accessibility Resources. Until the student has been cleared through this office, accommodations do not have to be granted. If you are a student who has a documented disability, it is important for you to read the entire syllabus as soon as possible. The structure or the content of the course may make an accommodation not feasible. Student Accessibility Resources is located in Student Affairs in AHSC 215 and can be reached by phone at (573) 875-7626 or email at sar@ccis.edu.

Online Participation

You are expected to read the assigned texts and participate in the discussions and other course activities each week. Assignments should be posted by the due dates stated on the grading schedule in your syllabus. If an emergency arises that prevents you from participating in class, please let your instructor know as soon as possible.

Attendance Policy

Attendance for a week will be counted as having submitted any assigned activity for which points are earned. Attendance for the week is based upon the date work is submitted. A class week is defined as the period of time between Monday and Sunday (except for week 8, when the work and the course will end on Saturday at midnight.) The course and system deadlines are based on the Central Time Zone.

Cougar Email

All students are provided a CougarMail account when they enroll in classes at Columbia College. You are responsible for monitoring email from that account for important messages from the College and from your instructor. You may forward your Cougar email account to another account; however, the College cannot be held responsible for breaches in security or service interruptions with other email providers.

Students should use email for private messages to the instructor and other students. The class discussions are for public messages so the class members can each see what others have to say about any given topic and respond.

Late Assignment Policy

An online class requires regular participation and a commitment to your instructor and your classmates to regularly engage in the reading, discussion and writing assignments. Although most of the online communication for this course is asynchronous, you must be able to commit to the schedule of work for the class for the next eight weeks. You must keep up with the schedule of reading and writing to successfully complete the class.

No late discussion posts will be accepted.

All late Dropbox assignments are worth only 50% of the original potential points possible. You have only one week to submit late work. After one-week the Dropbox assignment is worth zero points. No assignments are accepted after the course has closed.

Course Evaluation

You will have an opportunity to evaluate the course near the end of the session. A link will be sent to your CougarMail that will allow you to access the evaluation. Be assured that the evaluations are anonymous and that your instructor will not be able to see them until after final grades are submitted.


Additional Resources

Orientation for New Students

This course is offered online, using course management software provided by Desire2Learn and Columbia College. The course user guide provides details about taking an online course at Columbia College. You may also want to visit the course demonstration to view a sample course before this one opens.

Technical Support

If you have problems accessing the course or posting your assignments, contact your instructor, the Columbia College Helpdesk, or the D2L Helpdesk for assistance. Contact information is also available within the online course environment.

Online Tutoring

Smarthinking is a free online tutoring service available to all Columbia College students. Smarthinking provides real-time online tutoring and homework help for Math, English, and Writing. Smarthinking also provides access to live tutorials in writing and math, as well as a full range of study resources, including writing manuals, sample problems, and study skills manuals. You can access the service from wherever you have a connection to the Internet. I encourage you to take advantage of this free service provided by the college.

Access Smarthinking through CougarTrack under Students -> Academics -> Academic Resources.


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