Internet Marketing Summer ‘11
1
MKT 4555 - S2DA INTERNET MARKETING SYLLABUS
Professor Evan Neufeld
Baruch College
Zicklin School of Business
Session: Summer, 2011 Session II: July 18 - August 18
Revised: June 6th, 2011
I. Course Objectives:
This class will focus on the dynamic, interactive and ever evolving field of Internet
Marketing, which in the past decade has emerged as an integral part of most brands’
marketing strategies for acquiring and retaining customers.
This course aims to arm students with a comprehensive understanding of the field of
Internet Marketing from both a strategic and tactical perspective.
The course will combine theory and practice in an extremely interactive, iterative
environment. Class work will be supplemented by real world exercises by students and
guest lectures from experienced practitioners.
Formal presentations - by students, the professor, and guest lecturers - will be used to
provide a springboard for discussion among class participants. The success of the
course itself, as well as the depth of understanding you take away from it, is dependent
on your preparation for each class. This course aims to do the following:
Provide students with knowledge of industry terms, concepts and methods.
Provide a critical understanding of the capabilities of this medium as a marketing
channel.
Give hands-on experience of Internet Marketing technologies and techniques.
Teach students how to develop an Internet Marketing strategy.
Develop students’ communication skills.
II. Learning Objectives:
The overall objectives are to understand internet users and to identify profitable EMarketing strategies. In addition, this course will help you master the following:
How the Internet affects the breadth and depth of a firm's overall marketing strategy.
How the internet is used for primary and secondary research.
Understand the E-Marketing context: e-business models, performance metrics, and
role of strategic planning.
Describe several technological, legal and ethical issues regarding internet use.
Describe marketing strategies of segmenting, targeting, positioning and
differentiation.
Describe the consumer exchange process online and its outcomes.
Know how to use marketing functions of product, pricing, distribution and marketing
communication for a firm's E-Marketing strategy.
Evaluate several customer relationship management (CRM) strategies using internet
technologies.
Understand how several industries use the Internet in their businesses.
Internet Marketing Summer ‘11
2
III. Course Format:
The format for this course is a combination of lecture, hands-on assignments (both as
individuals and as part of a team) and discussion. This course is structured to provide
ample opportunity for interaction among students, as well as between student and
instructor. Your active and thoughtful participation is vital.
As a result, it is imperative that you keep up with the reading and reflection.
Readings are to be completed before the class for which they are assigned, as
we will discuss and apply them during class.
This class will emphasize asynchronous learning, and will heavily utilize online
resources such as Blackboard, email, electronic mailing lists, conferencing
systems such as glance, online discussion boards, wikis, blogs, and social
media.
As such, several times during the semester we will have virtual classes that
will focus on individual assignments, group work, and “virtual” learning
exercises. Participation in virtual classes in mandatory despite there being no
formal in-class meeting during a virtual class.
There will be considerable team activity during the term, so form 5 member
teams by the end of Class # 1, June 18th. Pick a team leader to email me
names of team members and the name of your team.
All presentations should be made utilizing either commercially available
presentation programs such as Power Point and Keynote or open-source
software alternatives such as OpenOffice.org.
Finally, given the fluid nature of the subject matter, additional materials will be
added to this syllabus on an ad hoc basis, so it is vital that you check
Blackboard several times a week for updates and additional assignments.
IV. Logistics:
Class will meet Monday, Wednesday & Thursday, 5:30 PM - 8:00PM
Room 4180, Vertical Campus
Phone: (347) 725-0867
Email: evan.neufeld@baruch.cuny.edu
Office Hours: Thursday, 8:00PM -8:45 pm in Room 4180
V. Required Reading Material:
E Marketing, Judy Strauss; Raymond Frost, 5th Edition ISBN-10: 9780136154402.
[Note: Students should purchase the on-line version of this, located @www.coursesmart.com/
9780136154426?__professorview=false&__instructor=2998807]
Selected chapters will be on reserve from Internet Marketing: Integrating Online and
Offline Strategies. M. L. Roberts, 2nd edition Thomson/Atomic Dog Publishing, 2007,
ISBN 13: 978-0-759-39278-6.
A variety of articles, case studies and white papers will also be added throughout the
semester. Please check Blackboard regularly for updates.
Internet Marketing Summer ‘11
3
VI. Course Description:
The goal of this course is to equip future executives, managers and strategists with the
tools and skills required to analyze and develop sophisticated interactive marketing
programs.
The two major objectives of this course are to introduce students to current marketing
and advertising theory and practices on the Internet, and to give students the opportunity
to apply this knowledge in the real world. Particular attention will be given to examining
Internet Marketing models, understanding consumer online behavior, designing effective
online content, and implementing interactive marketing campaigns.
VII. Class Procedures:
The content of the course will be conveyed through a mix of lectures, discussions,
projects, and case studies. Students are expected to have completed the assigned
readings, raise questions when they do not understand, and participate in class
discussions. Each class will be segmented into three related activities:
Discussion of topical articles, videos and/or case studies.
Lecture on and/or activities demonstrating important theoretical, definitional or
situational areas.
Synthesis of the above material.
The level of time spent on each activity will vary depending on the topic.
Because class work is an important part of the course, I will take attendance regularly.
Except for documented emergencies, you will lose a point off your class-participation
grade for each absence. If you have an emergency, please notify me ahead of time.
There are no make-up classes. You are required to come to class on time. If you cannot
arrive on time owing to extenuating circumstances let me know in advance. If you are
not present at the beginning, you will be marked absent.
VIII. Grading:
1. Class Participation (15%): Class participation is an important way of sharing your
thoughts with class members to enhance group learning. It also serves as a valuable
training forum for business, because there you will be required to respond to
unanticipated questions. There is no magical way of acquiring this skill. You must
overcome your individual level of anxiety via practice. Your logical, concise analysis
should make distinct, positive and useful contributions to the class. Remember, there is
no one right answer, but views which cannot be logically supported will be deemed to be
poor answers. If the need arises, I reserve the right to curtail or defer discussion.
2. Current Events (5%): Students will be asked to bring to class, and be prepared to
discuss, materials they have read on-line concerning key Internet marketing issues.
More specifically, each student (at least once in the term) will prepare a one page-bullet
point summary of an article and e-mail it to me 24 hours before class. It should include,
the title, author, source (URL), why it is interesting (funny, unbelievable, significant, etc.),
main thesis, and discussion areas. Each student will be assigned days during the
semester. Useful websites for tracking current industry trends include:
Internet Marketing Summer ‘11
4
http://www.clickz.com/
http://www.mediapost.com/publications/
http://www.iab.net/
http://adage.com/
http://paidcontent.org/
http://gizmodo.com/
http://www.forrester.com/rb/research
http://www.marketingsherpa.com/index.html
[Please refer to Appendix C for individual assignment dates]
3. Exams (50%): There will be 4 exams during the course of the semester. All will be a
combination of multiple choice questions and short answer. One side of one page of
notes, hand written, is permitted.
4. Team Assignments (15%): During the course of the semester, you will participate in
several team assignments. These will require you to meet as part of a group, review
materials, produce joint analysis on a given topic and be ready to discuss this analysis in
class. See Appendix A for a detailed list of assignments.
5. Team Project (15%): For you team project you will asked to analyze a company’s
online strategies using the book concepts and terminology. Select a company with a
large online presence and that is well known so that you can find articles written about
its Internet strategies and not have to rely solely on its Website. Be sure to read the
press releases at the site for more insight. Each team will select a different company on
a first-come, first-served basis. The instructor must approve your company selection.
You must also present your findings during a 15-minute power point presentation on the
due date. See Appendix B for detailed guidelines.
Guidelines:
1. Classroom Participation
2. Current Events
3. Exams
4. Team Assignments
6. Team Projects
15%
5%
50%
15%
15%
For each assignment and final grades, a mastery system will be used (not a curve) as
follows:
90% - 100% = A- to A
80% - 89% = B- to B+
70% - 79% = C- to C+
60% - 69% = D- to D+
Below 60% = F
IX. Code of Conduct:
Academic dishonesty includes, but is not limited to cheating, plagiarism, collusion,
sabotage, and falsification of records. For clarification and definitions see College’s
Academic Honesty Website: www.baruch.cuny.edu/academic/academic_honesty.html.
Internet Marketing Summer ‘11
Penalties can be severe and are determined by the instructor on a case-by-case basis.
X. Class Schedule:
Class 1: E-Marketing in Context (M 7/18): In addition to providing an overview of the
course content, learning objectives, expected student participation and grading, we will
also review the historical context of the rise of the Internet and it’s impact on marketing
practices.
Pick and name teams
Sign up for Current Events assignments
Class 2: Business Models & Strategies (W 7/20)
Read Chapters 1- 3 – Strauss
Current Events assignments begin
Class 3: The E-Marketing Environment (Th 7/21)
Read Chapters 4 & 5 – Strauss
Review for First Exam
Team Assignment #1 is due (see Appendix A for details)
Class 4: E-Marketing Research (M 7/25)
Read Chapters 6 – Strauss
Guest Lecturer on Privacy or Market Research (to be announced)
Team Project Topic is due
First Exam (covers content of classes 1-3)
Class 5: Developing & Maintaining Effective Website (W 7/27)
Read Chapter 10 – Roberts (posted on web)
Read Dr. Jakob Nielsen, Introduction to Usability & Top 10 Mistakes in Web
Design (posted on web)
Team Assignment # 2 is due (see Appendix A for details)
Class 6: Understanding the Internet Consumer (Th 7/28)
Read Chapters 7 & 8 – Strauss
Review for Second Exam
Class 7: E-Marketing Management (M 8/1)
Read Chapters 10-12 – Strauss
Second Exam (covers content of classes 4-6)
Class 8: Customer Acquisition I: Overview & E-Mail (W 8/3)
Read Chapter 13 – Strauss
Outline of Final Group Project due
Team Assignment # 3 is due (see Appendix A for details)
5
Internet Marketing Summer ‘11
Class 9: Customer Acquisition II: Brand Development & Online Advertising (Th 8/4)
Read Chapter 14 – Strauss
Guest Lecturer on Online Advertising (to be announced)
Read “Interactive Branding: Best Practices in a Direct Response-Driven Media”
(posted on web)
Class 10: Customer Acquisition II: Search & Social Media (Virtual Class) (M 8/8)
Read “SEO Demystified” (posted on the web)
Read “A Step-by-Step Guide to a Successful Social Media Program” (posted on
web)
Guest Lecturer on SEO or SMO (to be announced)
Review for Third Exam
Class 11: Customer Retention (W 8/10)
Read Chapter 15 – Strauss
Third Exam (covers content of classes 7-9)
Class 12: Measuring & Evaluating Web Marketing Programs (Virtual Class) (Th 8/11)
Read Chapter 11 – Roberts (posted on the web)
Class 13: The Future (M 8/15)
Guest Lecturer on Mobile Marketing (to be announced)
Reading assignments to be announced
View Webinar: Mobile Marketing Trends, Insights and Best Practices @
www.emarketer.com/docs/webinars/Mobile_Marketing_Trends_8_26_10.html
All Group Projects are due
Class 14: Group Presentations (W 8/17)
Student presentations of group projects (limited to 15 minutes each).
Fourth Exam (covers content of classes 10-13)
Class 15: Summary (Th 8/18)
A summary of the key learning’s of the semester will be presented.
Suggestions for course improvement will be requested.
6
Internet Marketing Summer ‘11
7
Appendix A: Team Assignments
Team Assignment 1 (Th 7/21)
1. Meet as a team to review the documentary Download: The True Story of the
Internet (posted on the web @ http://topdocumentaryfilms.com / download-truestory-internet/).
2. Focusing on 1 of the 4 sections of the documentary, come to a consensus about
the top 3 to 5 leanings you discover here with regards to the importance of
innovation in business.
3. Be prepared to discuss your findings in class of 7/21.
Team Assignment 2 (Th 7/28)
1. Meet as a team to review the reading assignment for Developing & Maintaining
Effective Websites.
2. As a group, create a list of 15 important elements of a good website to class
based on your analysis.
3. Be ready to discuss examples to support your list.
4. Email me your analysis, in PowerPoint, 24 hours in advance of class of class on
7/28.
5. Be ready to present & discuss your findings in class on 7/28.
Team Assignment 3 (W 8/3)
1. Meet as a team to review the following materials:
a. Presentation Zen (http://www.youtube.com/watch?v=50mHX8_B5-s)
b. What is Presentation Zen? (http://www.youtube.com/watch?v=vFDm1DVdyc&feature=related)
c. Present Like Steve Jobs (http://www.youtube.com/watch?v=2ntLGOyHw4&feature=related)
d. Slide:ology (http://www.youtube.com/watch?v=odSrURCGSJs)
e. Presentations reviewed on the Presentation Zen website @
http://www.presentationzen.com/presentationzen /2009/05/makingpresentations-in-the-ted-style.html.
2. Come to a consensus about the top 3 to 5 learnings you discover here with
regards to constructing an effective presentation.
3. Email me your analysis, in PowerPoint, 24 hours in advance of class of class on
8/3.
4. Be prepared to discuss your findings in class on 8/3.
Internet Marketing Summer ‘11
8
Appendix B: Team Project
In a team, analyze a company’s online strategies using the book concepts and
terminology. Select a company with a large online presence and that is well known so
that you can find articles written about its Internet strategies and not have to rely solely
on its Website. Be sure to read the press releases at the site for more insight. Each team
will select a different company on a first-come, first-served basis. The instructor must
approve your company selection.
Present your findings during a 15-minute power point presentation on the due date.
Include the following in your presentation:
Part 1
Overview: Internet Properties & Marketing Implications
Website analysis
Web and other online content (such as mobile content)
Website properties (table 1.6)
Website design and usability features
Multimedia and interactive features
Part 2
Benefit, Cost & Value Creation – The Marketing Mix
Creating a positive customer experience
Benefit, cost & value creation
Internet marketing mix
Customer relationship management features
Part 3
Consumer Characteristics & Branding Strategy
Branding and consistency online/offline branding
Environmental, situational, and personal factors affecting users
Market segments served
Brand position
Offline versus online customers
Part 4
Website Analysis
Currency
Content, including multimedia and user engagement opportunities
Usability: navigation, access
Other company owned sites (e.g., microsites or support.dell.com)
Part 5
Business Model
Business pyramid model
Specific e-business models used (chapter 2)
Customer value (products, price)
Revenue stream sources
Part 6
E-Marketing Metrics
Site objectives
Metrics likely used at this site (using balanced scorecard and other
approaches in chapter 3)
Part 7
Conclusion and Outlook
Evaluation of the company’s online properties
Recommendations for improving the business model or opportunities
Note: some of this is adapted from Simone Schlobinski and Adel El-Ansari.
Internet Marketing Summer ‘11
9
Appendix C: Individual Current Event Assignments
Last
ACOSTA
AHN
BOLDINA
BUNIATOF
CAMPBELL
CHAN
CHEN
CUNNIFF
DELGADO
FEDERICO
FRANCIPANE
GILAD
GREENIDGEDOTTIN
IZBASH
KYAW
LEE
LIAO
LIU
LOFFREDO
LUKOVIC
MCLEISH
PEACE
PENNINK
PETERSON
PROKOPENKO
PUROHIT
SEREBRINSKIY
SILBERMAN
SUEN
SUGIYAMA
VALENTIN-ARIAS
VALES
WHITE
WU
First
CANDICE
AMY
MARINA
SVETLANA
HEATHER
KEVIN
ANNIE
ADAM
KEVIN
STEPHANIE
CHRISTIAN
LIRON
SUSAN
SERGEY
PYI
HYELIM
LINGFENG
TIANYUE
JOHN
SUADA
MELICIA
ERIC
NICHOLAS
CAROL
ALEKSANDRA
ANJALI
MAKSIM
MORAN
ALAN
KAORU
ISRAYMER
KELLY
NADINA
YING
Current Events Assignment
Class 2
Class 2
Class 2
Class 3
Class 3
Class 3
Class 4
Class 4
Class 4
Class 5
Class 5
Class 5
Class 5
Class 6
Class 6
Class 6
Class 7
Class 7
Class 7
Class 8
Class 8
Class 8
Class 9
Class 9
Class 9
Class 11
Class 11
Class 11
Class 12
Class 12
Class 12
Class 13
Class 13
Class 13