E-Marketing and Branding
COMM 663 M02
Course Outline
Instructor’s information
Name: Prof. Luba Nakonechna
Office location: MC 61, Room 1012
Telephone: 212-261-1711
E-mail: Lnakonec@nyit.edu
Website: www.nyit.edu
Office hours: M-F 11:00-5:00
Course information
Term and date: Fall 2014 09/03/2014 – 12/20/2014
Course number and section: COMM 663 M02 Credits: 3
Meeting times: T 6:20-9:20PM
Building and room number: MC61 919
Prerequisites and co-requisites: N/A
Required texts
1. Internet Marketing: Integrating Online and Offline Strategies, by Mary Lou
Roberts & Debra Zahay, ISBN-13:978-1-133-62590-2, Cengage Learning, Third
Edition, e-book available
Recommended reading
1. Strategic Electronic Marketing, by Brad Alan Kleindl, Thomson, ISBN 0324-17893-X
2. Internet Marketing, by Rafi. A. Mohammed, The McGraw-Hill, ISBM 0-07253842-2
3. Digital Marketing Strategy, Text and Cases, by Glen L. Urban, Prentice Hall,
ISBN 0-13-183177-1
4. Digital Business, by Eloise Coupey, Prentice Hall, ISBN 0-13-140097-5
5. E-Brands, by Phil Carpenter, Harward Business School Press, ISBN 087584-929-6
6. Marketing, G. Armstrong, P. Kotler, Prentice Hall, ISBN 0-13-013738-3
Introduction to E-Commers, by Jeffrey F. Rayport, Bernard J. Jaworski,
McGraw-Hill, ISBN 13-978-0-07-255347-5
COMM 663 M02
Fall 2014
Page 1
7. Media Business, by Jan LeBlanc Wicks, Lawrence Erlbaum Associates,
Publishers, 3rd edition, ISBN 0-8058-4715-4
8. Daily and weekly business press
Materials and supplies
N/A
Course description from catalog
This course examines the concepts of media marketing and the role that digital
technology plays in making marketing more effective from global prospective. The case
studies approach covers the following flow of four principles: understand customer
needs, formulate a marketing strategy, implement strategy, and build trusting relationship
with customers.
This course based on e-commerce research and e-commerce practices is designed to
create a deeper understanding of effective broadband marketing business and brand
management. Students will learn how to design a marketing program for a media product.
The course expands coverage of using social media, broadband, customer relationship
management, and strategy theories.
Course goals and introduction
The course goal is to teach students how digital technology can improve marketing
strategy formulation and execution, and to give students practice on solving simple and
complex problems by using case study approach to access global competency. Course
assists students in understanding and utilizing the many tools and techniques of modern
marketing in the context of global approach. It provides practice in role playing,
leadership, communication, and decision making for improving marketing strategy.
Upon graduation, graduate students will be able to:
Choose appropriate research techniques, analyze and interpret data and recommend an
appropriate course of action for a variety of audiences.
Demonstrate professional level production skills, incorporating emerging technologies as
appropriate.
Collaborate effectively, assuming a variety of job responsibilities, in a professional
environment.
Upon successful completion of this course, students will be able to:
COMM 663 M02
Fall 2014
Page 2
1. Analyze digitally based market research techniques, such as conjoint analysis,
virtual concept test, lead users, and idea generation techniques.
2. Design a marketing plan for a media product (new or existing one) that will
successfully advance customers from awareness to commitment.
3. Describe how effective marketing strategies integrate online activities and how
brand equity builds a very valuable asset.
4. Identify features of successful website. Evaluate and assess the context and
content that is interesting to the target audience, and increases traffic to the Web
site.
5. Design a promotional strategy that increases media company exposure and
improve sales of media products on line.
6. Define e-business techniques to develop long-term marketing relationship.
7. Appreciate the social structure of networks, and use social media to create
successful marketing strategies and improve media business processes.
To achieve the objective of the course, classroom activity will consist of lectures, video
presentations, class discussions, and case presentations.
All PPPs for each lecture, marketing plan outlines, banks of questions, and other
additional materials will be posted on NYIT Blackboard.
Lectures are based on the material contained in the recommended books, articles, as well
as the instructor's own research and readings. Furthermore, students are strongly
encouraged to identify and analyze any relevant outside material and bring it to the
attention of the class.
Methods of assessment will include:
1. Active participation in class and group discussion (assesses outcomes #1-7)
2. Completion of a mid-term and final exam (see Exams and quizzes).
3. Completion of all assignments (assesses outcomes #1, 3-7).
4. Completion of Marketing plan and presentation (assesses outcomes #2).
Grading formula
Students will be graded on tests, class attendance and participation, as well as on term
paper and presentation. The course grade will be based upon:
Assignments . . . . . . . . . . . . . . . . . . . 15%
Attendance . . . . . . . . . . . . . . . . . . . . .10%
Midterm Test . . . . . . . . . . . . . . . . . . 25%
Final Test . . . . . . . . . . . . . . . . . . . . . 25%
Marketing Plan and Presentation . . . 25%
Exams and quizzes
COMM 663 M02
Fall 2014
Page 3
There are two exams: midterm and final, which include the multiple choice and essay
questions. The students will be required to complete the tests within the time limit. Under
extenuating circumstances, make-up exams will be arranged at convenience of the
Instructor.
Mid-Term & Final Exam Grade Scale:
100-90 A
85-89 B+
80-84 B
75-79 C+
70-74 C
65-69 D+
60-64
D
59-below F
Students are required to give short 2-4 min presentations each class about any topic
covered on a previous lecture.
Term paper outline
As marketing specialists, students must design a marketing plan - a highly detailed,
heavily researched and well written report about marketing strategy of an organization
that has a business online. Marketing plan outline is attached.
Requirements: eight to ten pages, typed, double-spaced, with separate bibliography.
Presentation: 10 to 20 minutes.
The aim of the marketing plan is to link the recourses of the company to the requirements
of the customer, how to fulfill the needs and desires of the customer and how to bring the
product to the customer. This can be about the acquisition of new customers, or the
increased retention of existing customers. There are many ways to develop and format a
marketing plan. An example of the marketing plan is posted on the Blackboard.
Policy for make-up exams and missed or late assignments
Under extenuating circumstances, make-up exams will be arranged at convenience of the
Instructor. Late assignments lose a half of the letter grade, (i.e. A to B+).
Attendance policy
On-time class attendance is required. Being late three times is equivalent to one absence.
Being absent more than three times a valid written excuse is grounds for dismissal from
the course.
Withdrawal policy
A student may withdraw from a course without penalty through the end of the 8th week
of class during a 14- or 15-week semester and through the 8th meeting during an 8week
course cycle. After this, the student must be doing passing work in order to receive a W
COMM 663 M02
Fall 2014
Page 4
grade. Students who are not passing after the 8th week or equivalent will be assigned the
grade of WF.
It is the student’s responsibility to inform the instructor of his/her intention to withdraw
from a course. If a student has stopped attending class without completing all
assignments and/or examinations, failing grades for the missing work may be factored
into the final grade calculation and the instructor for the course may assign the grade of
WF. The grade of F is used for students who have completed the course but whose
quality of work is below the standard for passing.
Withdrawal forms are available in departmental offices and once completed must be filed
with the registrar. Students should be reminded that a W notation could negatively impact
their eligibility for financial aid and/or V.A. benefits, as it may change the student’s
enrollment status (full-time, part-time, less than part-time). International students may
also jeopardize their visa status if they fail to maintain full-time status.
Academic integrity and plagiarism policies
Each student enrolled in a course at NYIT agrees that, by taking such course, he or she
consents to the submission of all required papers for textual similarity review to any
commercial service engaged by NYIT to detect plagiarism. Each student also agrees that
all papers submitted to any such service may be included as source documents in the
service’s database, solely for the purpose of detecting plagiarism of such papers.
Plagiarism is the appropriation of all or part of someone else’s works (such as but not
limited to writing, coding, programs, images, etc.) and offering it as one’s own. Cheating
is using false pretenses, tricks, devices, artifices or deception to obtain credit on an
examination or in a college course. If a faculty member determines that a student has
committed academic dishonesty by plagiarism, cheating or in any other manner, the
faculty has the academic right to 1) fail the student for the paper, assignment, project
and/or exam, and/or 2) fail the student for the course and/or 3) bring the student up on
disciplinary charges, pursuant to Article VI, Academic Conduct Proceedings, of the
Student Code of Conduct.
Library resources
All students can access the NYIT virtual library from both on and off campus at
www.nyit.edu/library. The same login you use to access NYIT e-mail and NYITConnect
will also give you access to the library’s resources from off campus.
On the upper left side of the library’s home page, select links for “Find Resources”,
“Research Assistance”, “Services”, “Help”, and “About”. Using “Quick Links” on the
right hand side of the home page will also assist you in navigating the library’s web
pages. Should you have any questions, please look under “Research Assistance” to
submit a web-based “Ask-A-Librarian” form.
COMM 663 M02
Fall 2014
Page 5
Additional resources for further learning
N/A
Support for students with disabilities
NYIT adheres to the requirements of the Americans with Disabilities Act of 1990 and the
rehabilitation Act of 1973, Section 504. The Office of Disability Services actively
supports students in the pursuit of their academic and career goals. Identification of
oneself as an individual with disability is voluntary and confidential. Students wishing to
receive accommodations, referrals and other services are encouraged to contact the Office
of Disability Services as early in the semester as possible although requests can be made
throughout the academic year.
Schedule of dates
Course outline
Tentative
1. September 9: Introduction to Internet Marketing.
Learning objectives: Understand course objectives through seven stages of
Internet marketing. Learn how evolving online capabilities have expanded the
tools available to marketers.
Learning outcomes: Students will be able to:
 Explain the difference between traditional marketing and Internet
marketing.
 List the seven stages of Internet marketing.
 Describe a six-step process that identifies the window of opportunity, or
the hole in the market, that may be available to firms.
Class activity: Make a short list of what you know about Amazon.com. How
much of that information comes from its paid advertising, how much from
publicity seen on news programs and in the press, and how much from interacting
with the Web site. What in the Web site design would encourage you to make a
purchase?
Homework assignment #1: Prepare a list of new words and their definitions
added to the Webster dictionary in 2014 that could be useful for online marketers.
2. September 16: Internet Marketing as Part of the Marketing Communication
Mix.
Learning objectives: Understand the generic marketing objectives that form the
basis for internet marketing strategies.
Learning outcomes: Students will able to:
 Briefly describe how the Internet originated.
 Describe the implications of Web 1.0, Web 2.0, and Web 3.0.
COMM 663 M02
Fall 2014
Page 6
 Discuss the Internet marketing channels that can be used for Internet
communications and commerce.
 Describe the basic technical infrastructure of the Internet including
computing in the cloud.
 Explain the advantages of using the Internet for consumers and for
businesses of all kinds.
 List the major segmentation and targeting technics.
 Suggest some potential best practices in acquiring, communicating with,
and retaining customers on the Internet.
Assigned reading: Text book chapter 1.
Homework assignment #2: What do you believe are reasons for the highly
visible failures of some of the early Internet enterprises? Do you see any parallels
in more recent years? Are there any currently popular Internet sites that you think
may not be sustainable?
 Compare Pet.com and Wag.com.
 Compare Flooze.com and Bitcoin.com.
3. September 23: The Internet Value Chain.
Learning objectives: Understand strategic value chain concepts.
Learning outcomes: Students will be able to:
 Distinguish between the following concepts: supply chain, value chain,
and virtual value chain.
 Explain distribution channel efficiency in general marketing and design an
Internet distribution system based on firm’s objectives and constrains.
 Recommend the type and amount of intermediaries to make e-business
distribution system efficient.
 Explain the nature of cloud computing and its relevance to supply chain
management.
Assigned reading: Text book chapter 2.
Homework assignment #3: DELL’s business model and customer experience.
Determine if Dell has an advantage over traditional computer sales business. Does
Dell have an advantage over other online sellers? Consider what you would want
if you were to purchase a computer. Would you feel it is necessary to talk to a
person directly?
Evaluate the Dell Web site (http://www.dell.com). Does this site provide all the
information necessary for you to buy? Determine the importance of the Dell brand
name. Explain if the business system that Dell has developed will work for other
types of business. How does Dell develop and maintain relationship with its
customer?
(B.A.Kleindi, Strategic Electronic Marketing).
4. September 30: Business Models and Strategies.
Learning objectives: Understand nine business models.
COMM 663 M02
Fall 2014
Page 7
Learning outcomes: Students will be able to:
 Investigate opportunity in an existing or new value system.
 Explain the concept and functions of a business model.
 Discuss the concept of the value proposition and its importance in
developing marketing strategies.
 Describe the business models that are most prominent on the Internet.
Assigned reading: Text book chapter 3.
5. October 7: The Direct Response and Database Foundations of Internet
Marketing.
Learning objectives: Understand tools and techniques of direct marketing on the
Internet. Learn how a customer’s lifetime value is becoming increasingly
important in acquisition and retention programs.
Learning outcomes: Students will be able to:
 Distinguish between acquisition, conversion, and retention strategies.
 Explain the ways in which the Internet is a direct response medium.
 Explain the concepts of offer, customer lifetime value, and testing.
 List at least three reasons why successful customer relationship increase
profitability.
 Calculate Customer Lifetime Value.
 Explain the role of a customer database in the development and execution
of Internet marketing programs.
 Define data mining and explain why it is important in making marketing
decisions.
Assigned reading: Text book chapter 4.
6. October 14: Online Branding and Video Marketing.
Learning objectives: Understand brand equity from both - the firm’s and the
customer’s perspective. Understand the key advantages of online branding
strategies for building a company’s web traffic and reinforcing brand salience.
Learning outcomes: Students will be able to:
 Define major branding concepts.
 Understand how marketers are using online techniques to build and
reinforce brands.
 Discuss the elements of video marketing strategy.
Assigned reading: Text book chapter 5.
7.
October 21: Display Advertising and Other Customer Acquisition
Techniques.
Learning objectives: Understand fundamental principles of advertising and the
levers firms can use to communicate with customers.
COMM 663 M02
Fall 2014
Page 8
Learning outcomes: Students will be able to:
 List the major customer acquisition techniques, both online and offline.
 Identify the major online advertising formats.
 Identify the most common methods of targeting.
 Discuss the benefits and drawbacks of advertising on Facebook, LinkedIn,
and other social media networks.
 Explain how three components of traditional marketing strategy –
segmentation, target market selection, and positioning - apply in the online
environment.
Assigned reading: Text book chapter 6.
Class activity: Visit www.blairwitch.com and answer the following questions:
Why Artisan Entertainment’s marketing strategy was so successful? Did the
Artisan Entertainment take a big risk by advertising this film via Internet only?
8. October 28: Midterm exam.
9. November 4:
Relationships.
Emails
Marketing
to
Build
Consumer
and
Business
Learning objectives: Understand the key to effective email marketing.
Learning outcomes: Students will be able to:
 Discuss reasons for the growing importance of email marketing.
 Describe the various levels of permission.
 Identify the basic steps in developing an email marketing program.
 Learn the basic of email design.
Assigned reading: Text book chapter 7.
Class Activity Be prepared in class to present the term paper outlines.
10. November 11: Search Marketing: SEO and PPC.
Learning objectives: Understand fundamental of search engine, and conducting
an SEO process.
Learning outcomes: Students will be able to:
 Discuss the reasons why search marketing is so important.
 Explain the difference between a directory and a search engine.
 Understand how search engine work and what is a search algorithm.
 Define SEM, SEO, and PPC.
Assigned reading: Text book chapter 8.
11. November 18: Social Media Marketing.
Learning objectives: Learn why and how to develop a social media strategy
Learning outcomes: Students will be able to:
COMM 663 M02
Fall 2014
Page 9


Explain why social media marketing is not free.
Describe the ways in which marketer communications are different in
social media from those in traditional mass media and online marketing.
 Identify the elements of a social media marketing strategy.
 Explain what it means to build a community around the brand.
Assigned reading: Text book chapter 9.
Class activity: Project presentation.
12. November 25: Customer Relationship Development and Retention Marketing.
Learning objectives: Learn how to build and maintain customer relationship.
Learning outcomes: Students will be able to:
 List three reasons why successful customer relationship increases
profitability.
 Explain the importance of customer retention and CLV.
 Describe the difference between relationship and transactional marketing.
 Discuss the concept elements of CRM.
 Describe tools for targeting customers.
Assigned reading: Text book chapter 11.
Class activity: Project presentation.
13. December 2: Developing and Maintaining Effective Websites.
Learning objectives: Understand design principles for creating successful
customer interfaces. Learn how to create a Web site that accomplishes two goals:
communicate the firm’s message and foster the development of relationship.
Learning outcomes: Students will be able to:
 Understand the role websites play in customers’ decision-making process.
 Explain the website development process.
 Identify important issues in website design.
Assigned reading: Text book chapter 12.
Class activity: Project presentation.
14. December 9: Measuring and Evaluating Web Marketing Programs.
Learning objectives: Understand metrics – the performance indicators to assess
the Internet Marketing Program.
Learning outcomes: Students will be able to:
 Discuss the various types of Internet marketing metrics that are available.
 Identify the reasons why traffic and audience measurement are a central
issue in Internet marketing.
 Discuss the importance of segmentation to an understanding of visitor
activity.
COMM 663 M02
Fall 2014
Page 10
Assigned reading: Text book chapter 14.
Class activity: Project presentation.
15. December 16: Final Exam
After class activities: To have great vacation!
COMM 663 M02
Fall 2014
Page 11