MARSHALL SCHOOL OF BUSINESS
UNIVERSITY OF SOUTHERN CALIFORNIA
MKT 425: INTERNET MARKETING
SYLLABUS – SPRING 2012
Instructor Details: Sha Yang
Class Meetings:
Office Hours:
Course Website:
Professor of Marketing
Office: HOH 803
Email: shayang@marshall.usc.edu (The best way to contact me)
M and W, 10:00 am – 11:50 am, HOH-304
M and W, 12:15pm –1:30am (HOH 803) and by appointments
Please check the course postings on the Blackboard regularly for class lectures, announcements and instructions ( http://blackboard.usc.edu
). You should always check the postings here before coming to class.
COURSE DESCRIPTION
Internet has now become a necessary part of our life. We work on it, make transactions on it, search/disseminate information on it, socialize on it, and even play on it! Internet has brought to consumers and marketers many fundamental changes as a business communication medium and transactional channel. Among the most important realities of the Internet as a business medium/channel are:

The Internet challenges many aspects of conventional economic wisdom

It provides marketers with several important capabilities not present in most other media including interactivity and measurability

It affects consumer behavior and competition landscape

Change and innovation are the norm in Internet space

The complexity and rapid change of media and transactional environments has only increased the need for thorough business planning and meticulous execution

Many marketing theories/frameworks are still valuable
Marketing is defined as a set of activities involving creating, communicating and delivering value to customers and managing a long-term customer relationship. The three main building blocks of marketing are: identifying market opportunity through 3C analysis (Customer, Competition and
Company), setting the target strategy through STP analysis (Segmentation, Targeting and
Positioning), and implementation via 4P strategies (Product, Price, Place and Promotion). We will adopt this framework and discuss how Internet affects different aspects of marketing by bringing new opportunities and challenges. This course will present a strategic perspective on these aforementioned marketing issues, rather than focusing on technical details such as techniques of creating a website. This course will help students build skills to identify, understand and analyze marketing problems faced by internet firms and traditional firms that try to extend their business to the online domain or use Internet to market their products.
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Class meetings will revolve around lectures, case discussions, experiential exercises, in-class dialogues on relevant press articles, and guest speaker presentations. It is a highly interactive class, and I expect every student to get fully prepared with assigned readings and participate in class discussions.
COURSE MATERIAL
Textbook
Because the internet moves so quickly, there is no required book for this class, but if you would like a book I would recommend this as a basic book on internet marketing which you can get at any online book store and is also available at USC bookstore.
The McGraw-Hill 36-Hour Course: Online Marketing , by Lorie Tomas, Publisher: McGraw-Hill ,
2011, ISBN: 978-0-07-174386-0
Harvard Business Review (HBR) Cases
Case has been proved to be the most important method to enhance student learning of business concepts and expose students to real-world business problems. We will study 8
HBR cases in this course, and students are required to purchase all of them either from the online store http://hbr.org/ or USC book store. .
1.
Online Grocery Retailing: Building the Last Mile to the Customer
16 pages. Publication date: Jan 01, 2000. Prod. #: IMD026-PDF-ENG
2.
Groupon
23 pages. Publication date: Mar 22, 2011. Prod. #: 511094-PDF-ENG
3.
Pandora Radio: Fire Unprofitable Customers?
13 pages. Publication date: Mar 02, 2010. Prod. #: 610077-PDF-ENG
4.
Netflix Leading with Data: The Emergence of Data-Driven Video
19 pages. Publication date: Apr 01, 2010. Prod. #: KEL473-PDF-ENG
5.
Online Marketing at Big Skinny
13 pages. Publication date: Feb 08, 2011. Prod. #: 911033-PDF-ENG
6.
Swimming in the Virtual Community Pool with PlentyofFish
9 pages. Publication date: Mar 06, 2008. Prod. #: 908M15-PDF-ENG
7.
Molson Canada: Social Media Marketing
13 pages. Publication date: Oct 02, 2008. Prod. #: 908A14-PDF-ENG
8.
Focus on Diamond Retailing: Blue Nile, Zales, and Tiffany
11 pages. Publication date: Dec 31, 2008. Prod. #: KEL394-PDF-ENG
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Lecture Notes
All lecture notes will be posted on the website. For each topic (such as customer analysis), two versions of the notes will be posted. The pre-version (incomplete version) will be posted before the discussion of a topic, whereas the post-version (complete version) will be posted after we finish discussing a topic. You are required to print out the pre-version notes to bring to each session of the class.
Access to News Media
I will use many examples from news media such as Wall Street Journal, New York Times articles as examples for in-class discussion.
GRADING
Final Exam
Group Assignments
Points
150
150
% of Grade
30%
30%
Individual Assignments
Class Participation
Total
100
100
500
20%
20%
100%
Final EXAM (30% of grade)
Inform me in writing (e-mail is fine) of any legitimate exam conflicts at least two weeks in advance. If I do not receive written notice at least two weeks before the exam, you will not be given the opportunity to take it at another time.
If you miss the exam due to illness or injury, a make-up will not be scheduled for you unless I receive a letter from your doctor (on letterhead) indicating the date and time of the medical problem that prevented you from taking the test. You are responsible for contacting me concerning missing an exam as soon as possible, preferably before the exam. If you are unable to take a make-up exam before the next class session, your doctor’s letter must also indicate the date through which your medical incapacity is extended.
The final exam is a close-book and close-notes exam. The exam is cumulative, and will consist of multiple-choice and short answer questions on materials drawn from lectures and in-class discussions. Some of the questions may involve quantitative analysis. Make sure to bring a calculator to the exam. Details on exam format and sample questions will be provided later in the semester.
CLASS PARTICIPATION (20% of grade)
As noted, many sessions of the course will involve interaction and I expect each class member to be prepared at all times in every class. The skills you acquire from participating in class and with your group will serve you well in your future positions, whether you pursue marketing as a career or not.
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Please remember that class participation will not be judged merely by the “airtime,” but by the quality of the comments you contribute to group discussions and exercises. A portion of your class participation grades will also come from your class attendance. In some sessions, I will also give quizzes (multiple choice question) on the assigned cases. In summary, the class participation grade will be based on your in-class participation, exercises, quizzes, and class attendance. Class attendance is required for every session and will be randomly checked by the instructor.
Classroom Etiquette: Out of respect for the other students in your class, it is important for you to focus your full attention on the class, for the entire class period. Most students observe proper decorum, but it takes only one person’s behavior to distract the entire class. Many students have complained to the Stern school about students who use class time for other purposes or act in a distracting manner. Please observe the following standards of classroom behavior:

Arrive to class on time.
There have been overwhelming complaints, mostly from students, over the past few years about disruptions caused by latecomers to class. Lateness will be looked upon unfavorably, and be penalized should these instances of lateness become chronic or be disruptive of class proceedings.
 Once you’re in class, leave only if absolutely necessary. Leaving to make or take phone calls, to meet with classmates, or to go to an interview, is not considered appropriate behavior.

If you know in advance that you will miss a class, please let me know in advance.

Many students have complained about the distracting behavior of other students who use laptops for non-class purposes during class. Part of the honor code in this class is that you will only use your laptop for taking notes, and not for any other purpose.
Any violation of this will be treated as a violation of the honor code. During class you must turn off your laptop’s network connection.

Turn off your cell phone and any other communications device.

The only material you should be reading is that concerned with the class. Reading of any other material, such as newspapers or magazines, or doing work from another class, is not acceptable.
GROUP ASSIGNMENTS (30% of grade)
Each group will consist of 5 students, and each group will be asked to finish two assignments:

Group Assignment 1 (10% of grade)
Each group will be asked to:
Present a business case used in this course (25 minutes)
The case analysis questions will be provided one week before the presentation
Submit your presentation slides on the day before your presentation

Group Assignment 2 (20% of grade)
Each group will be asked to:
Develop a new internet business idea.
Write a report that outlines the marketing plan for this idea.
Present the idea in class (20 minutes).
Requirement for the report and presentation will be provided later in the semester.
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 Group members will be asked to assess each of their team member’s contributions on the group project. This assessment will help the instructor determine the group project grade each student receives.
INDIVIDUAL ASSIGNMENTS (20% of grade)
Each student will be asked to finish two assignments:

Individual Assignment 1 (10% of grade)
Write a critique on the business model and implementation of an internet startup company (to be assigned by the instructor)
3 page maximum with 1 inch margin, 12 point font and 1.5 line spacing

Individual Assignment 2 (10% of grade)
A quantitative exercise involving Paid search advertising. Details will be provided later.
GRADING POLICIES AND APPROACH
General
At the Marshall School, students are graded on the quality of their work. We very much appreciate hard work and it is usually necessary to work hard in order to produce high quality work. However, effort alone is not sufficient for a good grade. Recall that Marshall is the most selective undergraduate program at USC and one of the top-rated undergraduate business programs in the country. You are here because you are exceptional students, but that also means the school expects a lot from you. I will be very responsive to students who need extra assistance, but the standards are high and should be. That's why Marshall students are so highly regarded and what makes your degree valuable.
Final letter grades are assigned to reflect your overall performance (weighted total number of points overall all assignments) relative to other students. The average course grade is usually about a B, following the Marshall Grading Guidelines. Your final letter grade will be determined based on:

Your weighted total number of points over all assignments

The class average

Your ranking among all students in the class
Academic Accommodations for Students with Disabilities
Please let me know immediately if you have any problem that is preventing you from performing satisfactorily in this class. Any student requesting academic accommodation based on a disability is required to register with Disability Services and Programs (DSP) each semester. A letter of verification for approved accommodations can be obtained from DSP. Please be sure the letter is delivered to me by February 2. DSP is located in STU 301 and is open 8:30 a.m. – 5:00 p.m.,
Monday through Friday. Their phone number is (213) 740-0776. Please note that it is the student’s responsibility to manage the scheduling process with the DSP. Failure to meet any DSP scheduling deadlines will likely mean you will not have special accommodations.
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Academic Integrity
Please ensure that all of your work is done with the utmost integrity. Based on the Marshall
Instructional Guide & Procedures Handbook, the following represent behavior that would be judged academically dishonest. This list is not intended to be exclusive or exhaustive
(1) Examination behavior: Any use of external assistance during an exam such as a.
Communicating with another student. b.
Copying material from another student’s examination. c.
Allowing another student to copy from your examination. d.
Using unauthorized notes or aids
(2) Fabrication – Any intentional falsification or invention of data or other information
(3) Plagiarism – is the appropriation and subsequent use of another’s ideas/words as your own. If another’s idea/words are used, acknowledgement of the original source must be made.
(4) Other Types of Academic Dishonesty include the following a.
Submitting a paper written by or obtained from another. b.
Using a paper or essay in more than one class, without the teacher’s express permission. c.
Obtaining a copy of an examination in advance, without the knowledge or consent of the teacher. d.
Using another person to complete class assignments, without the knowledge or consent of the teacher
Cheating and plagiarism will NOT be tolerated .
Either will result in the score of 0 for the assignment or exam for all parties involved. Violations of the Marshall Student Code of Conduct may result in referral to the Marshall School Discipline Committee and legal action by the
University. The possible actions taken by the Committee in instances of cheating and plagiarism include suspension and expulsion from the University.
Rebuttals
If you feel that a calculation or judgment error has been made in the grading of an assignment or exam, please write a formal memo to me describing the error and give it to me with the original graded document. Also include documentation in support of your opinion (e.g., a photocopied page from the textbook or the lecture note with the relevant information highlighted. Any such request that starts with “but what I meant was…” is likely not supportable as it is impossible to grade any sentiment other than what is on paper.
Students have one week after an assignment has been returned to them to submit a grade rebuttal.
After that date, no rebuttals will be accepted. If you are late picking up your exams because you are not in class, you will not receive extra time to turn in a grade rebuttal. There are NO opportunities to improve your grade through work for extra credit.
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TENTATIVE SCHEDULE
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4
Week
1
2
3
Date Topic
M 1/9 Course Introduction
W 1/11 Online consumer behavior (I)
M 1/16 Martin Luther King Day – No Class
W 1/18
M 1/23
Online consumer behavior (II)
Chinese New Year – No Class
W 1/25 Online consumer behavior (III)
M 1/30 Competition in the Online Environment (I)
W 2/1 Competition in the Online Environment (II)
Readings & Particulars
Seating fixed and groups formed
Case: Online Grocery Retailing (Group 1)
Case: Groupon (Group 2)
M 2/6
W 2/8
Company: Internet Business Models (I)
Company: Internet Business Models (II)
M 2/13 Web Analytics and Targeting (I)
W 2/15 Web Analytics and Targeting (II)
Case: Pandora Radio (Group 3)
Case: Netflix (Group 4)
M 2/20 President Day – No Class
W 2/22 Marketing Research On the Internet (Guest Lecture) Marshall Toplansky (Wisewindow.com)
Individual Assignment 1 due
8 M 2/27 Group Project Meetings with Instructor
W 2/29 Communication: Internet Advertising (I)
9 M 3/5
W 3/7
Communication: Internet Advertising (II)
Communication: Internet Advertising (III)
10 M 3/12 Spring Recess
Case: Big Skinny (Group 5)
W 3/14 Spring Recess
11 M 3/19 Communication: Internet as Social Media (I)
W 3/21 Communication: Internet as Social Media (II)
12 M 3/26 Communication: Internet as Social Media (III)
Case: Plentyoffish.com (Group 6)
Case: Molson Canada (Group 7)
W 3/28 Product, Pricing and Distribution On the Internet (I) Individual Assignment 2 due
13 M 4/2 Product, Pricing and Distribution On the Internet (II)
W 4/4 Product, Pricing and Distribution On the Internet (III) Case: BlueNile/Zales/Tiffany (Group 8)
14 M 4/9
W 4/11
Group Project Meetings with Instructor
Group Project Presentation
15 M 4/16 Group Project Presentation
W 4/18 Guest Speaker Presentation
16 M 4/23 Course Review
W 4/25 Course Review
To Be Announced
Group Project Paper due
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PERSONAL INFORMATION FORM
Professor Yang
Your Name: ____________________________
Contact phone #:____________________________
Major(s): ____________________________
1) What are your most interested websites and online activities?
2) What is your recent work experience? Anything related to an online environment?
3) What do you expect to get from this course?
4) Tell me something else about yourself that is important to you and/or makes you unique
(your interests, hobbies, background, talents, collections etc.)
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