MM3841
Internet Marketing
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Teaching Staff
LECTURER and SEMINAR LEADER
CONSULTATION HOURS
Staff: LEUNG Chi-hong (梁智康)
Mon: 14:30 – 16:30
Room: M912
Tue: 11:30 – 13:30
Tel: 3400 3650
or by appointment
email:msleung@inet.polyu.edu.hk
Academic Qualifications
Major working experience
Bachelor of Science in Biology (CUHK) 1990
Dept. of Comp. Sci., HKU
Master of Philosophy in Computer Science (CUHK) 1992
Faculty of Education, CUHK
Doctor of Philosophy in Computer Science (CUHK) 1996
Education Bureau
Master of Business Administration (Leicester) 2002
Master of Educational Studies (Western Australia) 2004
Doctor of Business Administration (Newcastle) 2007
Lecture and Seminar classes
Lecture
Day
Time
Venue
LEC001
Thu
14:30 - 16:20
HJ303
Seminars
Day
Time
Venue
TUT001
16:30 ~ 17:20
TUT002
(cancelled)
08:30 ~ 09:20
Tue
MN102c
TUT003
15:30 ~ 16:20
TUT004
09:30 ~ 10:20
TUT005
10:30 ~ 11:20
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Course Website
http://myweb.polyu.edu.hk/~msleung/3841.htm
You may download lecture PowerPoint files and other materials
from this website.
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Learning Outcomes
• On successfully completing this subject, students will
be able to:
– (a) Design an integrated online-offline marketing programme.
– (b) Analyse and appraise the added marketing challenges that
associate with the Internet.
– (c) Evaluate the impact of the Internet on marketing thinking.
• Studying this subject will also keep students’ logical and
critical thinking, and abilities in appreciating global
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technological development in the information business.
Textbook
MAIN TEXT
• Strauss, J. and Frost, R. (2011). E-Marketing (6th ed.). Prentice Hall.
•
Rayport, J.F. and Jaworski, B.J. (2007). Introduction to E-Commerce:
With E-Commerce PowerWeb (2nd ed.). McGraw-Hill.
OTHER REFERENCES
• Roberts, M.L. and Zahay, D. (2007). Internet Marketing: Integrating
Online and Offline Strategies (3rd ed.). Boston, Mass: McGraw-Hill/Irwin.
•
Siegel, C.F. (2006). Internet Marketing: Foundations and Applications
(2nd ed.). Boston: Houghton Mifflin.
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Course Assessment
• Coursework: 50%
Minimum pass grade (D)
• Final examination:50%
Minimum pass grade (D)
A pass is required in both components
to pass the subject.
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Coursework (50%)
Individual assignments
1. Two short essays (15%)
Group assignments
2. Case study and presentation (10%)
3. Marketing plan and presentation (25%)
All assignments are submitted to Blackboard.
No hardcopy is required.
No quiz or mid-term exam.
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1. Individual assignments (15%)
Essay 1: Discuss how one push Internet
marketing activity AND one pull Internet
marketing activity (mentioned in the videos
played in the seminar class in Week 2) are
currently applied in an existing company
selected by you. (300 words)
Essay 2: Analyze the results of search engine
optimization (SEO). Details will be provided in
the seminar class in Week 3. (300 words)
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2. Case study and presentation (10%)
• Select one or more cases downloaded from:
– http://myweb.polyu.edu.hk/~msleung/3841/case.doc
• Apply what you learnt from the case(s) to a company
selected by you.
• Solve problems and/or improve marketing practices
of the company.
• The selected company should be well-known (e.g.
McDonald’s, IBM, Nike, etc).
• Presentation between Week 6 and Week 8, and
submit the PowerPoint file after presentation.
• Time: 25 minutes.
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3. Marketing plan and presentation (25%)
• Select a well-known company.
• Write up a marketing plan (3,000 – 4,000 words) for
– either new (or imaginary) products / services that are not
sold by this company before,
– or existing products / services that are not marketed by
this company on the Internet before.
• Presentation of the proposal between Week 9 and
Week 13, and submit the PowerPoint file after
presentation.
• Time: 45 minutes.
• Submit the marketing plan in Week 14.
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Assignment submission
• Send all your assignments (individual and
group) to Blackboard only.
• Do NOT send them via email.
• Do NOT need to submit hardcopy.
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Details of the final examination (50%)
• Time allowed: Two hours
• Date: between 11 and 24 December, 2013
• Part 1: 10 M.C. questions
• Part 2: Essay-type questions
– Answer 1 compulsory question, and
– Answer 2 out of 4 other questions
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What do you need to do
before the tutorial in Week 2?
• Form a group with other classmates. Four to five
students per group.
• Tell the following information to the subject lecturer
in the seminar class in Week 2.
– Names and student numbers of all group members
– The week in which your group presents the case study
(Week 6 to 8)
– The week in which your group presents the marketing plan
proposal (Week 9 to 13).
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