1. MRKT-488 ON-LINE-MARKETING MRKT-488 ON-LINE-MARKETING Dr. Ugur Yucelt E-Mail: uqy@psu.edu Spring 2004 TR: 2:00-3:15 E308 Olmstead

2. Text Books Carolyn Siegel. Internet Marketing, Houghton/Mifflin, 20043. Sid L. Huff, Michael Wade and Scott Scneberger. Cases in Electronic Commerce (2 nd Edit.), McGraw-Hill/Irwin, 2002

3. SUPPLEMENTS Robert Kyle. How Much for Just the Spider: Strategic Web Site Marketing, 2002. Pr Smith and Dave Chaffey. eMarketing excellence, BH, 2002. Eloise Coupey. Marketing and the Internet, Prentice-Hall, 2001. Terri C. Albert and W. B. Sanders. e-business marketing, Wiley, 2003. Craig Van Slyke and F. Belanger. E-Business Technologies, Wiley, 2003. Allan Afuah and C. L. Tucci. Internet Business Models and Strategies, McGraw-Hill/Irwin, 2001. Robert W. Price. E-Business 01-02, McGraw-Hill/Irwin, 2001. Hossein Bidgoli. Electronic Commerce, Academic Press, 2002.

4. Additional Readings New York Times Wall Street Journal E-Company Business Week Fortune

5. Course Description Internet Technology as described virtual shopping through hyperlinks to acquire desired information by moving from one page to another in a flexible sequence. Differences between off-line ‘brick and mortar’ companies and on-line ‘The internet’.

6. Course Description (cont.) Knowledge and Usage of Electronic marketing. A group study on marketing strategy/plan for product/company or service based on-line companies. Usage of internet in a virtual shopping environment and marketing intelligence sources. Case studies related to on-line marketing. Prerequisite: MRKT 370-Principles of Marketing

7. Course Objectives To introduce Electronic/on-line marketing in today’s fast pace business world. To extend students’ knowledge on-line marketing skills. To enhance students’ interest on topics pertinent to interactive/on-line technologies. To enable students to develop the skills required for completion of market study/planning for product/company or service on the the Internet. To improve team working skills and task delegation

8. Course Requirements Design and implementation of Written Team/group project. Internet Marketing Applications Written Group case study preparation/discussion/contribution. Three Short Quizzes Verbal class participation/contribution. Presentation of Team projects.

9. Some Details About Assignments In class and out class assignments/exercises. Contribution to class discussion/assignment. Team group case studies and projects may require library research. Practical applications of what it will be learned in class. Each team should be a leader to distribute the work and make sure that the team will function efficiently in the right direction.

10. Team/Group Project Maximum two/three students: Learning process. Provides opportunity to work collaboratively. Enables to develop skills in recognizing responsibility, setting deadlines, setting expectations for performance, integrating diverse intellectual and personal styles and opinions. Tactical and diplomatic solutions to the problems. Explore a topic in greater depth than when shouldering the responsibility individually. Situation assessment of your selected product/company or service on the internet. Meeting dates/time with the name of members attending should be included in your project.

11. Team/Group Project (cont.) On-line marketing plan for a product/company or service firm of large multinational corporation: Objectives: –Incorporate internet to achieve identified strategic goals. –Select a company/product or service, which you believe Internet as a marketing GOALS. Project Components: –Situation analysis. –SWOT analysis. –Determine target markets. –Design the marketing mix strategies. –Describe key components of your action plans. –Plan evaluation and implementation.

12. Team/group Project (cont.) Timeline: –Proposal due: Week 5. –The first draft_ Week 10. –Final draft-Week 13. –Final report due- Week 15. Summary of expectations: –Company/product or service firms are your own choice. –Written proposal must submitted on due date. Late proposal will be penalized in average grade. –Make sure that your team/group project should be analytical and defend your reason with real data, facts and evidences. –Avoid summary type work. –Project will not be graded if proposal is not approved. –Due date for final report is week 15. –Make your own copy, the original will not be returned to you.

13. Outline of A Proposal Title Introduction/Background: Situation Analysis Purpose/objective of the Study Methodology Bibliography/References

14. Oral Presentations A 30-minute oral presentation. Share the work with team members. Do not read from your written report. Professional look.

15. Small Group Discussion It is mandatory in each class: Groups will be formed for class discussion. You will discuss chapter/reading with your group members during the class by basing upon questions from each chapter. Group discussion may take 30-45 minutes. You will develop set of answers as result of your group discussion. Your answers will be discussed with your contribution in class at the end. Your answers will be submitted to me including the names of each member who are attending the group discussion/contribution on that day.

16. Internet Marketing Applications You will find them at end of each chapter: They are listed in the syllabus. Practical applications of the Internet marketing. Your answers may be discussed in class.

17. Case Analysis Simulated business environment. There is not one best answer. Each group will read and prepare written report according to the guidelines/outline. Each analysis and set of recommendation are based upon unique set of perceptions, analytical skills, organizations and efforts. Classroom participation is required. You must arrange meeting with your group members for preparation/analysis/written report. Group leader is responsible for meetings and other necessary work for preparing solutions/recommendations. Library/the Internet research may be necessary/

18. Guidelines for Case Analysis Identification and Specification of the Problem Development of Alterative Approaches to the Case Problem: Pros Cons Selection the Most Promising Alternative Recommendations Implementation of recommendations

19. Other Assignments Quizzes: Three short quizzes. Verbal Class participation/contribution: You may improve your class average if you attend each class faithfully and make comments and contribute intelligently. Peer ratings: Group assignments are collaborative efforts and each of contribute equally for ultimate success. The following evaluative scale will be used: –A: group member did much more than his/her share. –B: group member did somewhat more than his/her share. –C: group member did exactly his/her share. –D: group member did somewhat less than his/her share. –F: group member did much less than his/her share.

20. Other Assignments (cont.) Attendance: Will be checked periodically. For excessive number of absences, I reserved the right to lower your grade in this course. Make-up exams: No make-up unless you inform me in advance. Academic Integrity: See the syllabus for details. Students with Disabilities: See the syllabus for details.

21. Grading Policy Written team project/presentation……...20% Case Analysis/discussion/contribution…205% Active Learning exercises/participation/- Contribution……………………………15% Quiz I…………………………………...15% Quiz II………………………………….15% Quiz III…………………………………15%

22. GRADING POLICY 94 AND UP…………..A 94-93.9……………….A- 87-89.9……………….B+ 83-86.9……………….B 80-82.9……………….B- 77-79.9……………….C+ 70-76.9……………….C 60-69.9………………..D Below 60………………F

23. Contents of the Course Please check the original syllabus for due dates of weekly assignments: Week I to Week II Chpts. 1-2/Active Learning Exercises Week III Chpt. 2/Case Study/Active Learning Exercise Week IV Chpt.3/ Quiz I (February 5 2003) Week V to Week VII Chpts. 4-5/Cases/Active Learning Week VIII Chpt.6/ Quiz II (March 5, 2003) Spring Break-No class march 10-14 Week IX to Week XII Chpts. 7-10/Cases/Active Learning Week XIII Chpt. 10 (Appendix)/ Active Learning Exercises/ Quiz III (April 16, 2003) Week IV Chpt. 11Case/Active learning/Presentations of team/group projects Week XV Presentations of team/group Projects/projects due