MRKT-488 ON-LINE-MARKETING

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MRKT-488 ON-LINE-MARKETING

• Dr. Ugur Yucelt
• E-Mail uqy_at_psu.edu
• Spring 2004
• TR 200-315
• E308 Olmstead

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Text Books

• Carolyn Siegel. Internet Marketing,
  Houghton/Mifflin, 20043.
• Sid L. Huff, Michael Wade and Scott Scneberger.
  Cases in Electronic Commerce (2nd Edit.),
  McGraw-Hill/Irwin, 2002

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SUPPLEMENTS

• Robert Kyle. How Much for Just the Spider
  Strategic Web Site Marketing, 2002.
• Pr Smith and Dave Chaffey. eMarketing excellence,
  BH, 2002.
• Eloise Coupey. Marketing and the Internet,
  Prentice-Hall, 2001.
• Terri C. Albert and W. B. Sanders. e-business
  marketing, Wiley, 2003.
• Craig Van Slyke and F. Belanger. E-Business
  Technologies, Wiley, 2003.
• Allan Afuah and C. L. Tucci. Internet Business
  Models and Strategies, McGraw-Hill/Irwin, 2001.
• Robert W. Price. E-Business 01-02,
  McGraw-Hill/Irwin, 2001.
• Hossein Bidgoli. Electronic Commerce, Academic
  Press, 2002.

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Additional Readings

• New York Times
• Wall Street Journal
• E-Company
• Business Week
• Fortune

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Course Description

• Internet Technology as described virtual shopping
  through hyperlinks to acquire desired information
  by moving from one page to another in a flexible
  sequence.
• Differences between off-line brick and mortar
  companies and on-line The internet.

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Course Description (cont.)

• Knowledge and Usage of Electronic marketing.
• A group study on marketing strategy/plan for
  product/company or service based on-line
  companies.
• Usage of internet in a virtual shopping
  environment and marketing intelligence sources.
• Case studies related to on-line marketing.
• Prerequisite
• MRKT 370-Principles of Marketing

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Course Objectives

• To introduce Electronic/on-line marketing in
  todays fast pace business world.
• To extend students knowledge on-line marketing
  skills.
• To enhance students interest on topics pertinent
  to interactive/on-line technologies.
• To enable students to develop the skills required
  for completion of market study/planning for
  product/company or service on the the Internet.
• To improve team working skills and task
  delegation

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Course Requirements

• Design and implementation of Written Team/group
  project.
• Internet Marketing Applications
• Written Group case study preparation/discussion/co
  ntribution.
• Three Short Quizzes
• Verbal class participation/contribution.
• Presentation of Team projects.

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Some Details About Assignments

• In class and out class assignments/exercises.
• Contribution to class discussion/assignment.
• Team group case studies and projects may require
  library research.
• Practical applications of what it will be learned
  in class.
• Each team should be a leader to distribute the
  work and make sure that the team will function
  efficiently in the right direction.

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Team/Group Project

• Maximum two/three students
• Learning process.
• Provides opportunity to work collaboratively.
• Enables to develop skills in recognizing
  responsibility, setting deadlines, setting
  expectations for performance, integrating diverse
  intellectual and personal styles and opinions.
• Tactical and diplomatic solutions to the
  problems.
• Explore a topic in greater depth than when
  shouldering the responsibility individually.
• Situation assessment of your selected
  product/company or service on the internet.
• Meeting dates/time with the name of members
  attending should be included in your project.

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Team/Group Project (cont.)

• On-line marketing plan for a product/company or
  service firm of large multinational corporation
• Objectives
• Incorporate internet to achieve identified
  strategic goals.
• Select a company/product or service, which you
  believe Internet as a marketing GOALS.
• Project Components
• Situation analysis.
• SWOT analysis.
• Determine target markets.
• Design the marketing mix strategies.
• Describe key components of your action plans.
• Plan evaluation and implementation.

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Team/group Project (cont.)

• Timeline
• Proposal due Week 5.
• The first draft_ Week 10.
• Final draft-Week 13.
• Final report due- Week 15.
• Summary of expectations
• Company/product or service firms are your own
  choice.
• Written proposal must submitted on due date. Late
  proposal will be penalized in average grade.
• Make sure that your team/group project should be
  analytical and defend your reason with real data,
  facts and evidences.
• Avoid summary type work.
• Project will not be graded if proposal is not
  approved.
• Due date for final report is week 15.
• Make your own copy, the original will not be
  returned to you.

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Outline of A Proposal

• Title
• Introduction/Background
• Situation Analysis
• Purpose/objective of the Study
• Methodology
• Bibliography/References

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Oral Presentations

• A 30-minute oral presentation.
• Share the work with team members.
• Do not read from your written report.
• Professional look.

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Small Group Discussion

• It is mandatory in each class
• Groups will be formed for class discussion.
• You will discuss chapter/reading with your group
  members during the class by basing upon questions
  from each chapter. Group discussion may take
  30-45 minutes.
• You will develop set of answers as result of your
  group discussion.
• Your answers will be discussed with your
  contribution in class at the end.
• Your answers will be submitted to me including
  the names of each member who are attending the
  group discussion/contribution on that day.

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Internet Marketing Applications

• You will find them at end of each chapter
• They are listed in the syllabus.
• Practical applications of the Internet marketing.
• Your answers may be discussed in class.

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Case Analysis

• Simulated business environment.
• There is not one best answer.
• Each group will read and prepare written report
  according to the guidelines/outline.
• Each analysis and set of recommendation are based
  upon unique set of perceptions, analytical
  skills, organizations and efforts.
• Classroom participation is required.
• You must arrange meeting with your group members
  for preparation/analysis/written report.
• Group leader is responsible for meetings and
  other necessary work for preparing
  solutions/recommendations.
• Library/the Internet research may be necessary/

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Guidelines for Case Analysis

• Identification and Specification of the Problem
• Development of Alterative Approaches to the Case
  Problem
• Pros
• Cons
• Selection the Most Promising Alternative
• Recommendations
• Implementation of recommendations

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Other Assignments

• Quizzes
• Three short quizzes.
• Verbal Class participation/contribution
• You may improve your class average if you attend
  each class faithfully and make comments and
  contribute intelligently.
• Peer ratings
• Group assignments are collaborative efforts and
  each of contribute equally for ultimate success.
• The following evaluative scale will be used
• A group member did much more than his/her share.
• B group member did somewhat more than his/her
  share.
• C group member did exactly his/her share.
• D group member did somewhat less than his/her
  share.
• F group member did much less than his/her share.

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Other Assignments (cont.)

• Attendance
• Will be checked periodically.
• For excessive number of absences, I reserved the
  right to lower your grade in this course.
• Make-up exams
• No make-up unless you inform me in advance.
• Academic Integrity
• See the syllabus for details.
• Students with Disabilities
• See the syllabus for details.

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Grading Policy

• Written team project/presentation...20
• Case Analysis/discussion/contribution205
• Active Learning exercises/participation/-
• Contribution15
• Quiz I...15
• Quiz II.15
• Quiz III15

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GRADING POLICY

• 94 AND UP..A
• 94-93.9.A-
• 87-89.9.B
• 83-86.9.B
• 80-82.9.B-
• 77-79.9.C
• 70-76.9.C
• 60-69.9..D
• Below 60F

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Contents of the Course

• Please check the original syllabus for due dates
  of weekly assignments
• Week I to Week II Chpts. 1-2/Active Learning
  Exercises
• Week III Chpt. 2/Case Study/Active Learning
  Exercise
• Week IV Chpt .3/ Quiz I (February 5 2003)
• Week V to Week VII Chpts. 4-5/Cases/Active
  Learning
• Week VIII Chpt.6/ Quiz II (March 5, 2003)
• Spring Break-No class march 10-14
• Week IX to Week XII Chpts. 7-10/Cases/Active
  Learning
• Week XIII Chpt. 10 (Appendix)/ Active Learning
• Exercises/ Quiz III (April
  16, 2003)
• Week IV Chpt. 11Case/Active learning/Presentation
  s of
• team/group projects
• Week XV Presentations of team/group
  Projects/projects due