School of Economics
ECO 466
Internet Marketing for Small Businesses
Course Syllabus
Spring 2011
Instructor
Gregory K. White
Office: 307 Winslow Hall
Telephone: 581-3159
Email: gregory.white@umit.maine.edu
Class meets at 2:00 to 3:15 in 155 Stevens Hall on Tuesdays and Thursdays.
Office Hours
Mondays, 10:00 to 12:00 and Wednesdays, 12:00 to 1:00. If you cannot meet
during these times, you are encouraged to make appointments for a mutually
convenient time in advance by calling or through email.
Overview
This course examines both the growth and evolution of electronic commerce
and the role it can have in developing and operating a small business. It will
provide you with an understanding of the basic issues and marketing concepts
for e-commerce and techniques for integrating the Web into business
marketing strategies. It will emphasize the marketing of consumer goods,
particularly, food and drink products. It assumes that students have basic
Web navigation skills. There will be several Web based exercises during the
course and presentations by members of the class. Several short papers will be
written during the semester.
Prerequisite
An introductory marketing course or permission of instructor.
Course
Objectives
By the end of the semester, students will be able to:
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Identify sources of information which monitor the evolving technology
of the World Wide Web as it applies to marketing.
Design Web marketing activities which complement the overall
marketing strategy of a firm and develop a complete Web marketing
plan.
Critique the content and structure of commercial Web sites relative to
their likelihood of captivating their target audience, effectively use
Web technologies, and encourage viewers to take desired actions.
Evaluate the performance or success of an Internet marketing program.
Students will demonstrate their understanding of these objectives through
exams, and the preparation of papers analyzing business use of Internet
technologies and marketing principles.
Your graded performance in the class will be based on your demonstration of
your understanding the material through two exams, two short papers, and a
term project and class presentation.
Text
Roberts, Internet Marketing: Integrating Online and Offline Strategies, 2nd ed.
The text will be complemented with numerous additional readings, all of
which will be available online to students.
Assignments
Two short papers and one long paper will be assigned during the course of the
semester. Further instructions will be provided.
In addition, there will be many times throughout the semester when each
student is expected to discuss with the class Web sites that they believe
represent both good and poor examples of the marketing concepts. All
communications among course participants are expected to be courteous and
respectful. Students are reminded that the University's student handbook
states:
It is expected that students will conduct their affairs with proper regard for
the rights of others and of the University. All members of the University
community share a responsibility for maintaining an environment where
actions are guided by mutual respect, integrity, and reason.
A significant portion of the course grade will be based on the written
assignments and responses. Unless agreement is reached in advance,
assignments that are late will receive a 5 point deduction for each day
past the deadline.
The course assumes that students have Internet access and basic Internet
search skills. While basic web design concepts and site construction will be
presented, web design and HTML programming skills are not needed.
Participation in several Web-based surveys of sites and their strengths and
weaknesses is expected throughout the semester. Participation in these
surveys is one aspect of the “class participation” component of the grade.
Semester grade
Grades will be computed by the following weights:
Exams 1 and 2
30% each
2 short papers
5% each
Term project paper
20%
Class presentation
and participation
10%
The final grade will be awarded on a scale of 90 or above - A, 80 to 89 - B, 70
to 79 - C, 60 to 69 - D, and 59 or below - F.
Course Conduct
Students are presumed to have read the required reading before attending the
class in which it will be discussed and explored the links to the optional Web
sites offering additional sources of information and resources. Each student
should be prepared to participate in class discussions at every meeting.
Should the University be required to close temporarily due to a flu outbreak or
other reason, instructions and materials for continuing the course will be
distributed through the FirstClass course folder.
Students with disabilities who may need services or accommodations to fully
participate in this class should contact Ann Smith, Director of Disability
Services in 121 East Annex, (voice) 581-2319, (TTY) 581-2325 as early as
possible in the semester.
A goal for the classroom is to have a positive, attentive, courteous
environment that is conducive to learning. Being on time, being alert,
participating in discussion and activities, and staying for the full class time are
expected behaviors.
Class attendance is highly recommended. This course also
requires a significant commitment of time away from the classroom.
If you have any questions regarding the requirements for this course, please
consult me.
Lecture and Assignment Schedule
ECO 466
Internet Marketing for Small Businesses
Spring 2011
Week
Topics and Text Readings (Additional required readings will be
identified with links in the class folder)
Jan 11 -13
Chap. 1: Introduction to the course.
History of the Internet, the Web, and growth of e-commerce.
Jan 18 - 20
Chap. 2: The Internet Value Chain
Jan. 25 - 27
Chap. 3: Business Models and Strategies
Feb 1 - 3
Chap. 4: Direct Response and Database Foundations of Internet Marketing
Feb 8 - 10
Chap. 5: Understanding the Internet Consumer
Feb 15 - 17
Chap. 6 & 7: Customer Acquisition; email, social networking, and viral
marketing
Feb 22 - 24
Consumer Acquisition continued
Exam 1
Mar 15 - 17
Chap. 8: Customer Relationship Management
Mar 22 - 24
Chap 9: Customer Service and Support
Mar 29 - 31
Chap. 10: Developing and Maintaining Effective Web Sites
Apr. 5 - 7
Chap. 11: Measuring and Evaluating Effectiveness
Apr 12 - 14
Chap. 12: Privacy
Apr 19 - 21
Privacy continued
Class presentations
Apr 26 - 28
Class presentations
Exam 2 during the scheduled period in final exam week