Robert H. Smith School of Business
University of Maryland
Electronic Marketing (BMGT 484)
Spring 2013
SYLLABUS
Instructor:
Dr. Michael Trusov
3454 Van Munching Hall, College Park
(301) 405 5878
mtrusov@rhsmith.umd.edu
Class:
Tuesday and Thursday, 9:30 – 10:45 pm (VMH 3505)
Office Hours:
Before and after class and by appointment. Walk ins welcome (VMH 3454).
Textbook:
eMarketing: the Essential Guide to Digital Marketing by Rob Stokes, 4th edition, Quirk
Education (available at: https://www.quirk.biz/emarketingtextbook/download).
Class web site:
http://emarkets.rhsmith.umd.edu/
Prerequisites:
BMGT 350; Restricted to BMGT students with 60 credits.
COURSE OBJECTIVES
This course examines the process of developing, implementing, and analyzing strategies for successfully
marketing a variety of existing and potential products and services on the Internet. Special attention
devoted to the tools and techniques unique to the electronic media. Specifically, the course will help
you:
1. To understand the importance of a marketing orientation in the development of websites.
2. To become knowledgeable of up to date marketing terms and technology.
3. To learn how to create a profitable marketing strategy for the Internet.
4. To develop leadership, teamwork and communication skills.
5. To nurture creativity and critical thinking skills.
TENTATIVE SCHEDULE
#
Date
1
Thu, Jan 24
2
Tue, Jan 29
3
Thu, Jan 31
4
Tue, Feb 5
5
6
Thu, Feb 7
Tue, Feb 12
7
Thu, Feb 14
8
9
10
11
12
Tue, Feb 19
Thu, Feb 21
Tue, Feb 26
Thu, Feb 28
Tue, Mar 5
13
14
15
Thu, Mar 7
Tue, Mar 12
Thu, Mar 14
Class Activity and Dues
Introduction and Course Overview
The Internet and WWW: Foundations
Web Business Models – part I
Discussion of Team Project
Submit Preference Team Members
Web Business Models – part II
Meet Team Members
Online Research – Part I
Online Research – Part II
Submit Project Introduction
Online Research – Part III
Exam Review: Q&A
Midterm #1
Designing a Site for Usability
Web Design Software Tutorial – Part I
Web Design Software Tutorial – Part II
Web Design Software Tutorial – Part III
Submit Situational Analysis and Project Goals
Project feedback – teams meet with the instructor
Project feedback – teams meet with the instructor
Online Branding
16
17
Tue, Mar 19
Thu, Mar 21
SPRING BREAK
SPRING BREAK
18
19
20
Tue, Mar 26
Thu, Mar 28
Tue, Apr 2
21
22
Thu, Apr 4
Tue, Apr 9
23
Thu, Apr 11
24
25
26
27
Tue, Apr 16
Thu, Apr 18
Tue, Apr 23
Thu, Apr 25
28
Tue, Apr 30
29
30
Thu, May 2
Tue, May 7
31
Thu, May 9
Driving Traffic to Your Website – Part I
Driving Traffic to Your Website – Part II
Driving Traffic to Your Website – Part III
Exam Review: Q&A
Midterm #2
Social Media Marketing – Part I
Submit 1st Installment of personal web site
Social Media Marketing – Part II
Submit 1st peer evaluation
Social Media Marketing – Part III
Pricing in an online world
Emerging Topics in e Marketing
Emerging Topics in e Marketing
Submit personal website feedback
Present team projects
ALL teams must submit final paper and website
Present team projects
Present team projects
Submit 2nd personal website installment
Present team projects
Submit 2nd peer evaluation
Last revised: 1/16/2013
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Readings
vii. The Internet
Ch 1, 7
Ch 8, 9
Ch 2
Ch 20
Ch 21
Ch 4,5,6
Online tutorials
Ch 10, 11
Ch 12, 13
Ch 14, 15
Ch 16, 17
Ch 18, 19
FINAL EXAM
Monday, May 13
8:00 10:00 am (location TBA)
FORMAT OF CLASS
Your grade will be based on your point total in this course. The required work totals to 1000 points.
Twenty five percent of your grade will be based on a team project where you will apply what we have
learned in class, further develop your team building skills, leadership, oral and written communication as
well as receive experience in diversity. You will have an opportunity to evaluate your team members’
contribution to the project through two peer evaluations. You will also be getting/providing a feedback
from/to your classmates on the Personal website project. You are strongly encouraged to be an active
learner and ask questions in class and at office hours.
EXAMS
The three exams will be non comprehensive and will come from the text and class notes.
The exams will be a combination of multiple choice and open ended questions. To be excused from an
exam, you must submit either a doctor’s note for an illness or a note from a university authority
documenting participation in a university sponsored activity. You will only be able to reschedule one
exam during the semester. You must notify me before missing the exam.
WEIGHTING of ASSIGNMENTS
Deliverable
Written group project and web site prototype
Group project presentation
Peer evaluations of group members
Personal website
Exam #1 covering class lectures and text
Exam #2 covering class lectures and text
Exam #3 covering class lectures and text
Practical assignments
Discussion participation
Attendance
TOTAL
Last revised: 1/16/2013
3
Points
100
50
100
100
150
150
150
100
75
25
1000
POINT/GRADE CONVERSION
1000
949
899
869
839
799
950
900
870
840
800
770
A
A
B+
B
B
C+
769 740
739 700
699 670
669 640
639 600
590 or <
C
C
D+
D
D
F
TEAM PROJECT
You will be organized into 4 to 5 person teams at the beginning of the semester. Throughout the
semester, you will develop an Internet marketing plan and an accompanying website prototype for a
small business or not for profit organization. At the end of the semester you will share the projects with
the class in an oral presentation. A final paper and website prototype will be due at the beginning of
class on Tuesday, April 30, 2013. You will be acting as consultants and will deliver to the client a finished
marketing plan and the website.
STUDENTS WITH DISABILITIES
Please inform me of your needs at the beginning of the semester. I will then consult with the
department chair and the Disability Support Service in order to determine and implement appropriate
academic accommodations.
RELIGIOUS OBSERVANCES
Students will not be penalized because of observances of their religious beliefs; students shall be given
an opportunity, whenever feasible, to make up within a reasonable time any academic assignment that
is missed due to individual participation in religious observances.
Academic Integrity and Intellectual Standards
The Robert H. Smith School of Business fosters an environment of academic integrity and development of
thoughtful and sound analysis. Faculty and students will hold each other accountable to meeting
intellectual standards including demonstrating clarity of thought, articulating statements based on
evidence, presenting relevant arguments, and engaging in logical reasoning. By adhering to these
standards, students will develop essential critical thinking skills to be demonstrated in both their oral and
written work.
The University's Code of Academic Integrity is designed to ensure that the principles of academic honesty
and integrity are upheld. All students are expected to adhere to this Code. The Smith School does not
tolerate academic dishonesty. All acts of academic dishonesty will be dealt with in accordance with the
provisions of this code. Please visit the following website for more information on the University's Code
of Academic Integrity: www.shc.umd.edu
Last revised: 1/16/2013
4
Marketing Elective Extra Credit Opportunity
Research Experience
In order for you to understand the role of academic research in marketing, you will have the opportunity
to participate in one of two extra credit research sessions during the course of the semester, each lasting
about 1 hour.
You may participate in one session for each of your marketing elective courses for a maximum of 1%
extra credit in your elective course. If you are enrolled in another marketing elective course then you
may participate in a second session to obtain an additional 1% extra credit in that course. (Note: Two
credits cannot be assigned towards the same course.)
Research sessions will be conducted over two separate weeks during the semester, during which several
appointment times will be available. You may participate only once during each round.
SESSION DATES *
ROUND 1: April 2 5
ROUND 2: April 23 26
*All research sessions will be held in the Smith Behavioral Lab (VMH 3518).
HOW TO REGISTER
To sign up for research sessions, you must first go to http://rhsmith umd.sona systems.com/ and create
an account by clicking the “New Participant” link. Only create one account for all of your courses which
require research participation. When creating your account make sure to select your correct course and
section number. If you are currently enrolled in two or more marketing elective courses and need to
select multiple courses, please hold down the CTRL (PC) or Command (Mac) key while selecting. Once
you have successfully logged in you will be able to view studies and sign up online. Sign ups will begin
approximately one week prior to the start date of each round.
1If you choose to participate in a research session, your responses will be confidential. That is, your
name will not be associated with your responses to the study questions at any time. All data you provide
will be grouped with data others provide for purposes of reporting and presentation.
If you do not wish to participate in a research session, you may substitute an alternative assignment:
preparing a summary and critical analysis of a recent marketing research article. To access the
assignments and articles, you will also need to sign up online at http://rhsmith umd.sona systems.com/.
To receive the 1% credit, the alternative assignment must be submitted to the email address provided
on the website by the due date.
If you have any questions about the research experience or have difficulty signing up for lab sessions
please contact Kathleen Haines, Smith Behavioral Lab Manager at participate@rhsmith.umd.edu.
Last revised: 1/16/2013
5