Principles of Marketing Marketing on the Web Public

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:
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

Virginia Hedden
e-mail: or
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.




Class Participation


90 – 100 = A

Assignments (10 @3pts ea)


80 – 89 = B

Mid Term Examination


70 – 79 = C

Term Paper/Presentation



Final Exam



Session Format

6:30 p.m. to 7 p.m.

Review and Discussion

7 p.m. to 8 p.m.


8 p.m. to 8:15 p.m.


8:15 p.m. to 9:15 p.m.

Exercises and Assignments

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.







January 22

Part 1:

E-Marketing in context

Chapter 1 pp. 1 - 19

The Big Picture

Chapter 2 pp. 20 - 47

Strategic e-Marketing



Case Histories: Google, Amazon, Etc.

SWOT Analysis

Strategic Objectives

E-Business Models

Balanced Scorecard

Online resources:


Assignment #1 Read Bricks and Mortar . . .

(Venus Swimwear and Winter silks) p. 68


January 29

Part 2:

E-Marketing Environment

Chapter 3 pp. 49 - 75

E-Marketing Plan

Chapter 4, pp.76 – 109

Leveraging Technology

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:

#2: Retail website analysis:

Compare 3 websites and complete chart and answer discussion questions p.73


Feb 5

Chapter 5, pp.77-142

Ethical and Legal Issues


Digital Property: Trademarks, Copyrights

Online Expression: Spam

Online resources:

#3 Print out and review the privacy policy posted on two websites. Compare and contrast.





Feb 12

Part 3:



Chapter 6, pp. 154 – 189

Marketing Knowledge


Market Research

Internal research, Secondary Data, Primary Data

Online Tools: Surveys, Focus groups, etc.

Online resources: databases

#4Online databases p. 166


Feb 19

Chapter 7, pp. 190 – 209

Consumer Behavior


Individual Characteristics and resources

Online exchanges

Online resources:

#5 VALS Exercise p. 267


Feb 26

Chapter 8 pp. 210 – 236

Targeting Market Segments and Communities

Chapter 9 pp. 237 – 253

Differentiation and Positioning Strategies

Bases and Variables: Demographics, geography, psychographics

Online Customers, Communities

Online resources:

#6 Niche Marketing Assignment


March 12

Mid-Term Examination

20 Multiple Choice, 2 short questions


March 26

Chapter 10 pp. 270 – 305


Chapter 11 pp. 306 – 328



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

#7 Online Target Marketing Seniors


April 2

Chapter 12 pp. 330 - 363




Channel Length and Function: Transactional, Logistical, Facilitating

Distribution System

Channel Management

Channel Members: Content, Direct Selling, Infomediary, and Intermediary

#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





April 9

Chapter 13 pp. 363 – 403

E-Marketing Communication




Integrated Marcom


Internet Advertising, Public Relations, Events, Community Building, Sales Promotion, Direct Marketing


Online resources:

# 9 Customer Satisfaction


April 16

Chapter 14 pp. 404 –439

Customer Relationship Management (CRM)





CRM: Benefits, Facets

CRM Building Blocks: Vision, Strategies, Valued Customer Experience, Organizational Collaboration, Processes, Information, Technology, Metrics


#10 Assignment


April 23

Part 5:

Global Perspective

Chapter 15 pp. 459 – 479

E-Marketing in Emerging Economies




Market Similarity

Technological Readiness



April 30

Chapter 16 pp.

Country Profiles

Final Papers and Presentations


Overview: Australia, Chile, China, Egypt, Germany, Guatemala, India, Northern Ireland, Peru, Poland, Thailand


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)