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Columbia College
Evening Campus
1001 Rogers Street
Columbia, MO 65216
(800) 231-2391

COURSE SYLLABUS

17 / SPRG2 - Late Spring 8-week Session

Course Syllabus

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Course Syllabus
17 / SPRG2 - Late Spring 8-week Session
Evening Campus
1001 Rogers Street
Columbia, MO 65216
(800) 231-2391

 
Course Prefix and Number: MKTG 360
 
Course Title: E-Marketing
 
Semester Credit Hours: 3
 
Class Day and Time: Mon 
6:00 pm-9:00 pm
Additional Notes:

This is a virtual hybrid course which is defined as an online course supported by a weekly in-seat class. Our class will consist both in-seat and online instruction through various resources, discussion and homework. Please note that we will meet every week, unless otherwise noted.  This class is based in Crystal Lake and offered via virtual technology to students at other locations.

You are expected to attend every class. If you know prior to the beginning of the session that you will miss more than one in-seat class, it is strongly recommended that you wait to take this course at another time.

The online portion of our course is located in D2L. You will access the course through CougarTrack.

 

Catalog Description

This course explores how the internet can be used effectively to enhance the marketing activities of corporate enterprises, non-profits and government agencies. Prerequisites: CISS 170 and MKTG 310.

Prerequisites/Corequisites

CISS 170 and MKTG 310.

Text

E-Marketing 7 edition
Author: Strauss, El-Ansary, and Frost (Prentice Hall)
ISBN: 978-0-132953443

Course Objectives

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

Additional Instructor Objectives

 

Measurable Learning Outcomes

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

Special Course Requirements

Every Business Administration course includes a written and oral presentation component.

  • Review of marketing concepts
  • Understanding the customer
  • Internet business models and strategies
  • Promotional techniques and Internet applications
  • Personalization and customer relations management
  • Channel management
  • Performance evaluation
  • E-marketing issues including privacy, ethics, and governmental regulation
  • Future trends in technology and marketing

Instructional Methods

The class will use four different methods of learning: Lecture, Group Projects, Class Discussions, Articles.

These will be assigned for either in-class or on-line completion.

Out of Class Activities

Expectations are for:

1. Assigned Reading done before class

2. Articles for review every week

3. Group project work

4. Assigned Web Activities , hand in written response each week

5. Weekly Discussion questions

Group Project

Your group has been appointed to the project that will be required to support the company director in launching a new arm of the business. Responsibilities will include web/social media design and build, input on Internet marketing strategy and all other marketing related activity to launch the company onto the Internet. Your project is show us how you will accomplish this assignment.

We will discuss the details of the plan on the first night of class.

 

Graded Activities

Participation / Attendance100 Points10% of grade
Description -

We will meet ever Monday from 6:00 pm to 9:00 pm and all students are expected to attend these in seat classes.  If you cannot attend you will need to contact the instructor prior to the class time.

 
Test 1150 Points15% of grade
Description -

In week 5 we will have a test that will cover Chapters 1 through 8.  The questions will be True/False and Multiple choice.  The test will be done online and will be due on Saturday of Week 5 by 10:59 pm.

 
Project150 Points15% of grade
Description -

Project

You have been appointed to the project that will be required to support the company director in launching a new arm of the business. Responsibilities will include web/social media design and build, input on Internet marketing strategy and all other marketing related activity to launch the company onto the Internet. Your project is show us how you will accomplish this assignment.

We will discuss the details of the plan on the first night of class.

Description -

Project presentation, same grade for all group members unless there is a problem that is presented to the instructor before the project is presented.

Method of Evaluation -

The class will complete a grading form for your project as will I. The grade will be weighted at 50% for the class grade and 50% for my grade.

Content and Development = 70 points

Presentation and Style = 15 points

Structure = 15 points

Total 100 points

 

 
Paper on E-Commerce100 Points10% of grade
Description -

Paper Subject:

How can marketing use the Internet and social media to more effectively increase business, give examples and describe the methodology.

Paper Format

Your papers must include the following information in either the upper right hand or upper left-hand corner of the first page of your paper:

  • Your name
  • Class Reference Number (MKTG 360)
  • Date of the Paper
  • Paper Title

 

Additional guidelines:

  • You must include each question (heading) before your answer.
  • Papers may be single or double-spaced.
  • A bibliography is required.

If your paper is not formatted correctly, you will automatically lose 10% of your grade for the paper.

Note: Work submitted for this class must not have been previously submitted by you or another individual for any course. Any student who submits previously used work will be reported to Columbia College Student Life and Academic Affairs administrators and a 0 will be given for the assignment. 

 
Discussions (Online)100 Points10% of grade
Description -

Discussion Format

In the subject line of your post, please include the chapter and number of the question you are answering. If a brand, product or industry example is part of your answer, please include the name in the subject line as well. A brand, product, or industry may be used only one time for each question. If you use a “duplicate brand, product, or industry,” you will receive a “0” for the assignment

In the body of your post, you must include both the question and your answer.  

 Please note: You must include the text of your discussion in the body of your post. Please do not attach it as a word document. Discussions submitted as attachment will earn a “0” for the assignment.

Responses

Each week, you must post at least 2 substantive responses on different days to the questions answered by your classmates to earn full credit. A substantive post is a post that engages with another student’s ideas, rather than merely affirming their post (“great post,” I agree”, et cetera). To fully engage in the discussion, you must post throughout the week. You may respond to multiple posts on the same day. However, these will only count as one response for grading purposes. All responses are due Sunday at 11:59 pm CT. I do not accept late response posts.

For specific discussion grading criteria, please refer to the discussion grade rubric in the course.

 
Final Exam300 Points30% of grade
Description -

Final exam will be over chapters 9 thru 15 and will be done in class during the Week 8 class.  Questions will be True/False and Multiple Choice.

 
Web Site Development100 Points10% of grade
Description -

During the class you will be tasked with building your own web site:

  • Make it attractive
  • Reach your audience
  • Be Secure
  • Make contact information easy to find
  • Invite Visitor Feedback
  • Appeal to your Visitors - Not your Ego
 

Grading Scale

90-100 A
80-89 B
70-79 C
60-69 D
0-59 F

Schedule of Activities and Assignments

Week 1 - 3/5/2018
Strategic E-Marketing
Activities:
  • Lecture on assigned chapters
  • Project time
  • Web activities
  • Paper expectations
  • Video
Reading:
  • Read Chapters 1&2
Assignments:
  • In class participation (12.5 points)
  • Online discussion post with 2 responses to fellow students posts. (12.5 points)
 
Week 2 - 3/12/2018
E-Marketing Planning
Activities:
  • Lecture on assigned chapters
  • Project time
  • Web activities
  • Video
Reading:
  • Read Chapters 3 & 4
Assignments:
  • In class participation (12.5 points)
  • Online discussion post with 2 responses to fellow students posts.
 
Week 3 - 3/19/2018
Ethical and Legal Issues
Activities:
  • Lecture on assigned chapters
  • Project time
  • Web activities
  • Video
Reading:
  • Read Chapters 5 & 6
Assignments:
  • In class participation (12.5 points)
  • Online discussion post with 2 responses to fellow students posts. (12.5 points)
  • In class participation (12.5 points)
 
Week 4 - 3/26/2018
Online Consumers
Activities:
  • Lecture on assigned chapters
  • Project time
  • Web activities
  • Paper expectations
  • Video
Reading:
  • Read Chapters 7 & 8
Assignments:

 

  • Online discussion post with 2 responses to fellow students posts. (12.5 points)
  • Test 1 (Chapters 1 - 8) Online, due by Saturday 11:59pm March 30th. (200 points)
  • In class participation (12.5 points)
 
Week 5 - 4/2/2018
Product / Price Online
Activities:
  • Lecture on assigned chapters
  • Project time
  • Web activities
  • Paper Due
  • Video
Reading:
  • Read Chapters 9 & 10
Assignments:
  • Paper due (50 points)
  • Online discussion post with 2 responses to fellow students posts.(12.5 points)
  • In class participation (12.5 points)
 
Week 6 - 4/9/2018
Distribution online
Activities:
  • Lecture on assigned chapters
  • Project time
  • Web activities
  • Video
  • Web Sites Due
Reading:
  • Read Chapters 11 & 12
Assignments:
  • Web Sites Due (100 points)
  • Online discussion post with 2 responses to fellow students posts.(12.5 points)
  • In class participation (12.5 points)
 
Week 7 - 4/16/2018
Paid Media and Earned Media
Activities:
  • Lecture on assigned chapters
  • Project Presentations
  • Web activities
  • Video
Reading:
  • Read Chapters 13 & 14
Assignments:
  • Project Presentations (150 points)
  • Online discussion post with 2 responses to fellow students posts.(12.5 points)
  • In class participation (12.5 points)
 
Week 8 - 4/23/2018
Customer Relationship Management (CRM)
Activities:
  • Lecture on assigned chapters
  • Final Exam 
Reading:
  • Read Chapter 15
Assignments:
  • Final Exam (300 points)
  • Online discussion post with 2 responses to fellow students posts. (12.5 points)
  • In class participation (12.5 points)
 

Library Resources

Columbia College Resources - Online databases are available at the Columbia College Stafford Library.  You may access them using your CougarTrack login and password when prompted.

Course Policies and Procedures

Attendance

Columbia College Policy - Columbia College students are expected to attend all classes and laboratory periods for which they are enrolled.  Students are directly responsible to instructors for class attendance and work missed during an absence for any cause.  If absences jeopardize progress in a course, an instructor may withdraw a student from the course with a grade of "F" or "W" at the discretion of the instructor.  For additional information, see the Columbia College policy on Student Attendance.

Academic Integrity

Columbia College Policy - Columbia College students must fulfill their academic obligations through honest, independent effort.  Dishonesty is considered a serious offense subject to strong disciplinary actions.  Activities which constitute academic dishonesty include plagiarism, unauthorized joint effort on exams or assignments, falsification of forms or records, providing false or misleading information, or aiding another in an act of academic dishonesty.  For more information, see the Columbia College Academic Integrity Policy and Procedures.

Class Conduct and Personal Conduct

Columbia College Policy - Students must conduct themselves so others will not be distracted from the pursuit of learning.  Students may be disciplined for any conduct which constitutes a hazard to the health, safety, or well-being of members of the College community or which is deemed detrimental to the College's interests. Discourteous or unseemly conduct may result in a student being asked to leave the classroom.  For more information, see the Columbia College Student Code of Conduct and Student Behavioral Misconduct Policy and Procedures.

Instructor Policy - The instructor reserves the right to manage a positive learning environment and thus will not tolerate inappropriate conduct in the course. 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 Code of Student Conduct and Ethics Code for Computer Users.  Students violating these codes will be referred to the Campus Life Office for possible disciplinary action.  The Code of Student Conduct and the Ethics Code for Computer Users can be found in the Columbia College Student Handbook, a copy of which can be obtained by calling the Campus Life office at 573-875-7400.

Cancelled Class Make-Up

Columbia College Policy - Classes cancelled because of inclement weather or other reasons must be rescheduled.  For more information, see the Columbia College Inclement Weather Policy.

Make-Up Examinations

Columbia College Policy - Make-up examinations may be authorized for students who miss regularly scheduled examinations due to circumstances beyond their control.  Make-up examinations must be administered as soon as possible after the regularly scheduled examination period and must be administered in a controlled environment.

Campus Policy - Make up examinations are scheduled on designated Saturday mornings 9am in 103 Buchanan. Students must present a picture I.D. in order to be admitted to the testing session. Students must arrange with the instructor to take the exam before or after it is given in class and permission to take a makeup examination (or any graded activity) is granted at the discretion of the instructor.

Adding, Dropping, or Withdrawing from a Course

Columbia College Policy - Students may add a course through Wednesday of the first week of the session and drop a course without academic or financial liability through close of business on Monday of the second week of the session.  Once enrolled, a student is considered a member of that class until he or she officially drops or withdraws in accordance with College policy.  An official drop/withdrawal takes place only when a student has submitted a Drop/Add/Withdrawal form.  A failure to attend class, or advising a fellow student, staff or adjunct faculty member of an intent to withdraw from a class does not constitute official drop/withdrawal.  The drop/add/withdrawal periods begin the same day/date the session starts, not the first day a particular class begins. If a student stops attending a class but does not submit the required Drop/Withdrawal form a grade of "F" will be awarded.  For more information, see the Columbia College Registration Policy and Procedures.

Withdrawal Excused

Columbia College Policy - A student may request an excused withdrawal (WE) under extraordinary circumstances by submitting a Drop/Withdrawal form accompanied by a complete explanation of the circumstances and supporting documentation to the location director.  The WE request must include all classes in which the student is currently enrolled.  The Vice President for Adult Higher Education is the approving authority for all WE requests.  A student who receives approval of their WE request may still be required to return some or all of the federal financial assistance received for the session.  For more information, see the Columbia College Withdrawal Policy.

Incomplete

Columbia College Policy - A student may request that the instructor award a grade of "I" due to extraordinary circumstances (unforeseen or unexpected circumstances beyond the student's control) that prevent a student from completing the requirements of a course by the end of a session.  An "I" will not be given because a student is failing, negligent or not meeting requirements.  If the instructor believes an "I" is appropriate, the instructor will specify the work needed to complete the course and the time allowed to complete the work.  Work missed must be made up within two subsequent sessions unless the instructor specifies an earlier date.  Extensions beyond two sessions must be approved by the Vice President for Adult Higher Education.  If the work is completed during the specified time period, the instructor will change the "I" to the grade earned.  If the work is not completed during the specified time, the instructor may allow the incomplete to remain on the student's permanent record or change it to any other letter grade.  For more information, see the Columbia College Undergraduate Grading Policy.

Grade Appeal

Columbia College Policy - A student may appeal any grade given if it is believed to be in error or in conflict with Columbia College policy and procedures.  The student must state in writing to the location director why the grade awarded is believed to be in error and request a desired remedy.  The faculty member who awarded the grade will be given the opportunity to comment on all student allegations.  If the issue cannot be resolved at the location the appeal will be transmitted through the location director to the Vice President for Adult Higher Education.  A grade appeal must be received for review by the Vice President for Adult Higher Education prior to the end of 60 days from the date the grade was awarded.  For more information, see the Columbia College Undergraduate Grading Policy.

Prerequisites

Columbia College Policy - Course prerequisites are established to ensure that a student has adequate academic preparation to succeed in a particular course.  Staff members will attempt to ensure that students meet prerequisite requirements.  However, it is the student's responsibility to closely examine the course descriptions to determine if prerequisites exist and to enroll in courses in the proper sequence.  In some exceptional cases it may be apparent that the student possesses the required skills and knowledge to succeed in a particular course, even though they have not taken the prerequisite course.  In this case the prerequisite course may be waived by the location director.  Waiver of a course as a prerequisite does not remove the requirement to complete the course if it is a requirement for the student's degree program.

CougarTrack

Columbia College Policy - The College provides all students access to CougarMail (the official means of e-mail communication for the College), online resources from the Stafford Library, and their Columbia College records (transcripts, grades, student schedules, etc.) through CougarTrack.

CougarMail

Columbia College Policy - The official student email address (also known as CougarMail) will be used for all official correspondence from faculty and staff.  Students are responsible for the information received and are required to monitor their CougarMail account on a regular basis.  Students may forward their CougarMail to another email account but will be held responsible for the information sent over CougarMail, even if there is a problem with the alternate mail service.

Cell Phones

Columbia College Policy - Cell phones can be a distraction to the learning process.  Location directors or course instructors may require that cell phones be turned off or set to vibrate during class periods.  Students requiring special arrangements to receive a cell phone call during class should make prior arrangements with their location director or course instructor.

Bookstore Information

Columbia College Policy - As part of Truition, students will receive their course materials automatically as described below. 

eText Information

If a course uses an eText, (see Textbook information above) the book will be available directly in Desire2Learn (D2L) and through the VitalSource eText reader the Friday before the session begins, if registered for courses prior to that date.  Students will have a VitalSource account created for them using their CougarMail email address.  Upon first login to VitalSource, students may need to verify their account and update their VitalSource password.  More information about how to use the VitalSource platform, including offline access to eTexts, can be found in D2L.  Students that would like to order an optional loose-leaf print-on-demand copy of eligible eTexts can do so through the VitalSource Bookshelf at an additional cost.  Once orders are placed, it can take approximately five to seven business days for students to receive their print-on-demand books.

Physical Course Materials Information

Students enrolled in courses that require physical materials will receive these materials automatically at the address on file with Columbia College.  Delivery date of physical materials is dependent on registration date and shipping location.  Please refer to confirmation emails sent from Ed Map for more details on shipping status.

Returns:  Students who drop a course with physical course materials will be responsible for returning those items to Ed Map within 30 days of receipt of the order.  More specific information on how to do so will be included in the package received from Ed Map.  See here for Ed Map's return policy.  Failure to return physical items from a dropped course will result in a charge to the student account for all unreturned items.

Note: 
Students who opt-out of having their books provided as part of TruitionSM are responsible for purchasing their own course materials.  Visit https://www.ccis.edu/bookstore.aspx for details.

FERPA

Columbia College Policy - The Family Educational Rights and Privacy Act (FERPA) affords students certain rights with respect to their education records.  For more information, see the Columbia College Family Education Rights and Privacy Policy.

Student Accessibility Resources

Columbia College Policy - 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.  For more information, see the Columbia College ADA and Section 504 Policy for Students.

Instructor Policy - 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. Students with documented disabilities who may need academic services for this course are required to register with the Coordinator for Disability Services. Until the student has been cleared through the disability services office, accommodations do not have to be granted. It is vital if you are a student who has a documented disability to read the entire syllabus before signing up for the course. The structure or the content of the course can make an accommodation not feasible. The policies and related syllabus matters remain subject to change in the event of extenuating circumstances.  

Alcohol and Other Drugs: Columbia College Policies & Resources

Columbia College Policy - Columbia College recognizes the negative health effects associated with the use, possession, and distribution of controlled and/or illicit substances, and their detrimental impact on the quality of the educational environment.  Therefore, all members of the College community share in the responsibility of protecting the campus environment by exemplifying high standards of professional and personal conduct.  For more information and resources, see the Columbia College Alcohol and Other Drugs Policy.

Tobacco-Free Policy

Columbia College Policy - The following policy goes into effect on August 21, 2017.  Columbia College values and is concerned for the health and well-being of its students, employees and visitors. The College is committed to providing a healthful and productive educational and employment environment for members of the College community. Consistent with this commitment and in the interest of the general health and welfare of the College community, the College prohibits the use of all tobacco products and related devices on all College property and premises.  For more information, see the Columbia College Tobacco-Free Policy.

Non-Discrimination

Columbia College Policy - Discrimination, harassment, and retaliation on the basis of protected status (see Notice of Non-Discrimination and Equal Opportunity for a definition of "protected status") are strictly prohibited. Persons who engage in such conduct are subject to discipline up to and including termination or dismissal.  For more information, see the Columbia College Non-Discrimination and Equal Opportunity Policy and Complaint Resolution Procedure.

Columbia College Policy Library

Columbia College Policy - The policies set forth in the Online Policy Library are the current official versions of College policies and supersede and replace any other existing or conflicting policies covering the same subject matter.  The Online Policy Library is currently under construction with new policies being added on a frequent basis and the policies currently listed are not comprehensive of every College policy.  Questions regarding the Online Policy Library should be directed to the Office of the General Counsel.  For more information on policies applicable to students, see Student Policies.  For more information on policies applicable to the entire Columbia College community, see College-Wide Policies.

Technical Support

Columbia College Policy - If you have problems accessing the course or posting your assignments, contact your instructor, the Columbia College Technology Solutions Center, or the D2L Helpdesk for assistance.  If you have technical problems with the VitalSource eText reader, please contact VitalSource.  Contact information is also available within the online course environment.

        - Columbia College Technology Solutions Center:  CCHelpDesk@ccis.edu, 1-800-231-2391 ext. 4357

        - D2L Helpdesk:  helpdesk@d2l.com, 1-877-325-7778

        - VitalSource:  support@vitalsource.com, 1-855-200-4146

ADDITIONAL CAMPUS POLICIES

Course Evaluations - All students are encouraged to complete the online course evaluations. Students are notified by way of CougarMail when the evaluations are available. The evaluations are used to help instructors improve their teaching techniques. They are reviewed carefully by the Evening Campus Director, Assistant Director, and several AHE Administrators. Student should know that all responses are completely confidential, instructors only view results after grades are posted. Your input is valued and appreciated.

Late graded assignment/activity policy - All graded assignments or activities are due when stated in the syllabus or by the instructor. Graded assignments or activities submitted after the stated due date/time will not receive any credit unless the instructor has specifically stated that full or partial credit may be awarded to late submissions.

Additional Instructor Policies

Late Assignment Policy -

·         Discussion assignments must be posted by the deadline to receive full credit for the assignment. Late discussion postings will not be accepted.

In addition, your grade will be reduced by 25% for failure to respond to a classmate (see Grades below).

Think of it this way: If you were in a traditional in-seat class that met from 5:00-7:30 pm, and you showed up at 8:30 pm, you would be talking to an empty classroom -- no one would get the benefit of your discussion and you wouldn’t get the benefit of interaction with your classmates.

 ·         Essay assignments must be submitted to the appropriate dropbox by the deadline to receive full credit for the assignment -- failure to submit by the deadline will result in a 25% deduction for each day it’s late.

A deduction for late written assignments is certainly consistent with in-seat classes.
(In my kids’ school, it’s even more strict -- the policy is 50% credit if an assignment is one day late, then 0% credit after that.)  

To keep it consistent, all assignments are due by 11:59 pm Central Time (okay, midnight) on Sunday of each week (exception: Saturday for Week 8), so you basically have 144-168 hours each week to complete your assignments. I will allow a 10-minute grace period in submitting assignments before they are counted late. I’ve included a “Course Clock” on the course home page.

I, too, went back to school as a working adult and I know first-hand the demands of family, work, and the military may make it difficult to keep up with your academics from time to time. I also know that totally unforeseen, extenuating circumstances occur which can make it difficult, if not impossible to complete your work on schedule. In those instances, all I ask is that you let me know as soon as possible and I’ll do my best to work with you.

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