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Montgomery County Community College
Business and Computer Science Division
Spring Semester 2003
MKT 211 TC 09665 Marketing on the Web
3 Credits
Wednesdays, 6:30 9:30 p.m
Parkhouse Room 122
January 22 April 30, 2003
Class Cancellation Policy:
Inclement weather numbers: 320 (day); 2320 (evening)
Text: E-Marketing, Judy Strauss, Adel El Ansary, and Raymond
Frost, Third Edition, Prentice Hall, 2003
ISBN: 0-13-049757-6
Online link to text: www.prenhall.com/strauss
Optional: Building Effective Web Sites, Raymond Frost and Judy Strauss, Pearson
Education, 2002
Additional Readings/Case Histories: Wall Street Journal, Business Week, PC
Computing, Harvard Business Review, As assigned
Instructor:
Virginia Hedden
e-mail: heddva@aol.com
or vhedden@mc3.edu
Phone/Fax: 610.525.1069
Cell: 610.506.2605
Office Hours by Appointment
Learning Objective:
provide participants with skills to create a marketing strategy and internet
presence via web sites. The following topics are included:
- Brief history of the Internet and its evolution as a marketing tool
- The different levels of involvement on the Internet Bricks and Clicks,
e-commerce,
- Important issues by marketers desiring a presence on the Internet
- Current marketing practices in interactive marketing
- The basics of effective web site design for a business.
- understand the reasons why Internet projects fail know what resources are
needed to establish a presence on the Internet
- The legal, social and ethical issues faced by Internet marketers
- The future implications of interactive marketing
Class Participation and Grading:
The course will be taught in a room equipped with a computer projection
system that allows the instructor to project Web pages to demonstrate specific
marketing strategies and techniques. Class attendance and participation is very
important; and students are expected to come to class prepared.
Class participation points are based on three things: (1) attendance, (2)
contribution to class discussion, (3) completion of in-class activities. In
addition to class participation, grading will be based on performance on the
examinations and assignments that are more fully explained in the syllabus
Assigned Readings should be read before class and assignments are due on the
dates indicated. No late assignments will be accepted.
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Points |
Scale |
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Class Participation |
10 |
90 100 = A |
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Assignments (10 @3pts ea) |
30 |
80 89 = B |
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Mid Term Examination |
30 |
70 79 = C |
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Term Paper/Presentation |
20 |
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Final Exam |
10 |
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Session Format
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6:30 p.m. to 7 p.m. |
Review and Discussion |
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7 p.m. to 8 p.m. |
Lecture |
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8 p.m. to 8:15 p.m. |
Break |
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8:15 p.m. to 9:15 p.m. |
Exercises and Assignments |
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9:15 p.m. to 9:30 p.m. |
Wrap up and Assignments |
Schedule: The instructor may change or
alter this schedule during the term of this course.
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Date |
Readings |
Topics/Discussion |
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1 |
January 22
Part 1:
E-Marketing in context |
Chapter 1 pp. 1 - 19
The Big Picture
Chapter 2 pp. 20 - 47
Strategic e-Marketing
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Case Histories: Google, Amazon, Etc.
SWOT Analysis
Strategic Objectives
E-Business Models
Balanced Scorecard
Online resources:
www.pbs.org/opb/nerds/2.0.1
www.internet.com
www.marketingsherpa.com
www.emarketing.com
www.zdnet.com
www.clickz.com
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Assignment #1 Read Bricks and Mortar . . .
(Venus Swimwear and Winter silks) p. 68 |
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2 |
January 29
Part 2:
E-Marketing Environment |
Chapter 3 pp. 49 - 75
E-Marketing Plan
Chapter 4, pp.76 109
Leveraging Technology
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Developing the E-marketing plan
Situation Analysis, E-business and e-marketing strategies, Objectives,
implementation, Budget, Evaluation
Websites, Database, Bandwidth, Security, Relationship Marketing
Online resources:
www.cnet.com
www.wilsonweb.com |
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#2: Retail website analysis:
Compare 3 websites and complete chart and answer discussion questions
p.73 |
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3 |
Feb 5
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Chapter 5, pp.77-142
Ethical and Legal Issues
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Privacy
Digital Property: Trademarks, Copyrights
Online Expression: Spam
Online resources:
www.ftc.gov
www.greatdomains.com |
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#3 Print out and review the privacy policy posted on two websites.
Compare and contrast. |
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Date |
Readings |
Topics/Discussion |
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4 |
Feb 12
Part 3:
E-marketing
Strategy |
Chapter 6, pp. 154 189
Marketing Knowledge
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Market Research
Internal research, Secondary Data, Primary Data
Online Tools: Surveys, Focus groups, etc.
Online resources: databases
http://cyberatlas.internet.com/big_picture/demographics/demographics_index.html
www.demographics.com
www.forrester.com
www.survey.net
www.altavista.com |
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#4Online databases p. 166 |
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5 |
Feb 19 |
Chapter 7, pp. 190 209
Consumer Behavior
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Context
Individual Characteristics and resources
Online exchanges
Online resources:
www.pewinternet.org |
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#5 VALS Exercise p. 267 |
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6 |
Feb 26 |
Chapter 8 pp. 210 236
Targeting Market Segments and Communities
Chapter 9 pp. 237 253
Differentiation and Positioning Strategies
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Bases and Variables: Demographics, geography, psychographics
Online Customers, Communities
Online resources:
www.stat-usa.gov.
www.census.gov
ecommerce.vanderbilt.edu |
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#6 Niche Marketing Assignment |
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7 |
March 12 |
Mid-Term Examination
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20 Multiple Choice, 2 short questions |
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8 |
March 26 |
Chapter 10 pp. 270 305
Product
Chapter 11 pp. 306 328
Price
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Creating Customer Value
Online Benefits: Attributes, Branding, Support Services, Labeling
Product Development: Codesign, etc.
New Product Trends
Pricing Strategies: Dynamic, segmented, transparent prices
Internal and External Factors |
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#7 Online Target Marketing Seniors |
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9 |
April 2 |
Chapter 12 pp. 330 - 363
Distribution
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Channel Length and Function: Transactional, Logistical, Facilitating
Distribution System
Channel Management
Channel Members: Content, Direct Selling, Infomediary, and Intermediary |
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#8 Hybrid Marketing Channels |
Montgomery County Community College
Business and Computer Science Division
Spring Semester 2003
MKT 211 TC 09665 Marketing on the Web/Hedden
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Date |
Readings |
Topics/Discussion |
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10 |
April 9 |
Chapter 13 pp. 363 403
E-Marketing Communication
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Integrated Marcom
AIDA
Internet Advertising, Public Relations, Events, Community Building,
Sales Promotion, Direct Marketing
Metrics
Online resources:
www.netplus.com
www.netplusmarketing.com
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# 9 Customer Satisfaction |
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11 |
April 16 |
Chapter 14 pp. 404 439
Customer Relationship Management (CRM)
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Stakeholders
CRM: Benefits, Facets
CRM Building Blocks: Vision, Strategies, Valued Customer Experience,
Organizational Collaboration, Processes, Information, Technology, Metrics
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#10 Assignment |
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12 |
April 23
Part 5:
Global Perspective |
Chapter 15 pp. 459 479
E-Marketing in Emerging Economies
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Market Similarity
Technological Readiness
Limitations |
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13 |
April 30 |
Chapter 16 pp.
Country Profiles
Final Papers and Presentations
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Overview: Australia, Chile, China, Egypt, Germany, Guatemala, India,
Northern Ireland, Peru, Poland, Thailand |
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Final Exam |
Case history |
Students with Disabilities Policy:
"Students with disabilities may be eligible for accommodations in this
course. Contact the Director of Services for Students with Disabilities in the
Counseling Center, College Hall, at (215) 641-6575/6577 for more information. At
West Campus, contact the Director of Student Affairs, (610) 718-1839."
Withdrawal Policy:
To withdraw from a course or totally from the College, students must obtain a
withdrawal form from the office of admissions and records. By completing the
withdrawal form, students may withdraw from any or all courses no later than one
week after mid-term with a grade of "W." If students wish to withdraw
later than one week after mid-term, a signature from each instructor is
required. It is at the instructor's discretion to assign a "W" grade
after the withdrawal period. If the instructor agrees to assign a "W"
grade, a withdrawal form must be completed. Failure to attend class is not an
official withdrawal .
Academic Discipline/Cheating/Plagiarism Policy:
See Student Code of Conduct (in Student Handbook)
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