BA450

Online Course Syllabus BA450 E-Marketing Important Notes: This document provides an overview of expectations for this online course and is subject to change prior to the term start. Changes may also occur during the term due to faculty or SPS Distance Learning course updates. Some links may only be active once the term starts. For this course you must check the Regis Bookstore: http://www.efollett.com for the most current online course material information. Course Description | Course Prerequisites | Course Outcomes Required Course Materials | Grading Criteria Notes Regarding Workload and Assignments | Assignments

Course Description This course provides an in-depth exploration of marketing applications through the Internet and other electronic tools. Includes web based advertising and promotion, transaction processing, interactive sales, customer service, and ethical considerations. Top of page

Course Prerequisites BA420 Marketing Top of page

Course Outcomes Building upon the basic principles of the marketing mix students will explore the role that technology plays in delivering consumer satisfaction when integrated with the product, price, place and promotional components. Theory and practice will be integrated throughout the file:///K|/SpsDL/a_webct_to_angel/Undergrad/Clean/BA450_Dave/BA450.htm (1 of 11)1/25/2007 4:44:12 PM

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course as students demonstrate an understanding of the following learning topics: ● ● ● ● ● ● ● ● ●

Technology and the Marketing Mix E-Commerce Business Models and Markets Adding Value to the Product Mix Web site Development Real-time Data Exchange & Dynamic Pricing The Channels of Distribution Evolution E-Marketing Communication Customer Relationship Management Ethical and Legal Issues Top of page

Required Course Materials Strauss, J., El-Ansary, A., and Frost, R. (2003). E-Marketing (3rd ed.). Prentice Hall, Upper Saddle River New Jersey. ISBN: 0-13-049757-6. Sterne, J. (2001). World Wide Web Marketing: Integrating The Web Into Your Marketing Strategy (3rd ed.) John Wiley and Sons. ISBN:0-471-41621-5. Electronic Reserve: This online course uses online articles from the Dayton Memorial Library. 1. The link for your online course electronic reserves will be placed at the appropriate location in your course and will take you directly to the electronic reserve material. 2. Read the copyright. 3. Some Electronic Reserve files are presented in PDF format and require Adobe’s Acrobat Reader, available as a free download at the following link: http://www.adobe.com/products/acrobat/readstep2.html 4. Access variations and information: a. Username and Password: when a User name and Password are requested enter your RegisNET/WebAdvisor user name and password for access. This is the same user name and password used to access your online course. b. Password: when a Password only is requested enter the appropriate online course/term information: 8 Week 1Term

Password

8 Week 2 Term

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Password

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Spring 8 Week 1 SPXXX

Spring 8 Week 2 XXXSP

Summer 8 Week SUXXX 1

Summer 8 Week XXXSU 2

Fall 8 Week 1

Fall 8 Week 2

FAXXX

XXXFA

NOTE: XXX: represents the online course number from which you are trying to access the Electronic Reserves. Example: MNM601 for the Spring 8 Week 1 term, the password would be: SP601 5. Please test this sample link now to make sure you can access electronic reserves from your location: http://130.253.4.143/eres/coursepage.aspx?cid=329 6. A note of importance: If you are accessing electronic reserve documents from highly secured networks (such as a workplace) you may have trouble accessing documents. Top of page

Grading Criteria At the discretion of the facilitator, the following items will be included in the final grade. Please see the forum section “Facilitator Notes” for clarifications and the grading scale specific to your class section. Evaluation Criteria Participation in Forum discussions. Including responses to assigned discussion questions, forum activities, and replies to classmates – 30%. Weekly written assignments integrating text theory with application activities – 40%. E-Marketing Critique: A course-long partner activity analyzing the E-Marketing efforts of an organization and identifying recommendations for improvement – 30%. Top of page

Notes Regarding Workload and Assignments This is an accelerated class that requires students to take a great deal of responsibility for their own learning outcomes. Students are expected to actively participate in the forum discussions and learning activities, adhering to due dates posted in the week-by-week and assignments sections. Students are expected to do a minimum of 15 hours per week of file:///K|/SpsDL/a_webct_to_angel/Undergrad/Clean/BA450_Dave/BA450.htm (3 of 11)1/25/2007 4:44:12 PM

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study and homework in addition to the time spent online. Important: This is not an individually paced course. The facilitator may make additional or alternate assignments. Top of page

Online Course Assignments BA450 View the content in the Week by Week for full details. Week: 1

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Course Dynamics This course is organized around an eight-week program. Weekly outcomes, assignments, and critical information are organized week-by-week. Typically, each week includes a reading assignment, forum posting and participation, e-mail assignment, and work on your course project. Sections of the course project are submitted weekly throughout the eightweek course as directed by your Facilitator. Online weeks correlate to a 7-day work week. Each week's work begins on a Sunday. Week One begins on the first day of the session, which is always a Monday. Prior to the start of each week, before Sunday, complete the reading assignments. On Sunday of each week, read your weekly critical information found in the Week-by-Week section. (Note: Your timely understanding of critical information content is required to complete your weekly assignments and course project.) Generally, by Wednesday of each week, post your response to the Forum discussions in the appropriate weekly folder on the forum. By Friday of each week or as instructed by your Facilitator, read other student postings, and post your reply to their postings. Generally, by Saturday of each week, save a copy of your assignments for yourself and email them to your Facilitator.

Assignments Week 1: Technology and the Marketing Mix

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Reading: E-Marketing, 4E: Chapters 1, 5 & 6 World Wide Web Marketing, 3E: none Week by Week: Week 1 Forum (by Wednesday): Post your introduction. How is E-Marketing changing the marketing mix concept? Assignment: 2-3 page paper explaining how the consumer shopping experience changed in the last five years because of technology E-mail the assignment to your facilitator by midnight Saturday. Course Project: E-Marketing Critique See the complete project overview and outline. The objective of the course project is to analyze an organization’s E-Marketing efforts and provide recommendations for improvement based upon the unique needs of one target market. Your facilitator will either assign you an organization to evaluate or instruct you to identify an organization of your own choosing. If instructed to select your own organization keep in mind that the scope of the project extends beyond a website review to all potential applications for using customer-facing technologies to add value to the target market’s total experience. This week, begin by reviewing the E-Marketing efforts of either the assigned organization or potential organizations. The course project is a partner activity. You will be assigned a partner in Week 2. (Top of page)

Week 2: E-Commerce Business Models and Markets file:///K|/SpsDL/a_webct_to_angel/Undergrad/Clean/BA450_Dave/BA450.htm (5 of 11)1/25/2007 4:44:12 PM

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Reading: E-Marketing, 4E: Chapter 2, 7 & 8 World Wide Web Marketing, 3E: none Week by Week: Week 2 Forum: Ebay presidential campaign button tracking reports. Report your initial findings and conclusions, by. Compare your results with others in the class by posting comments on at least two others by Saturday. Course Project: E-Marketing Critique See the complete project overview and outline. The objective of the course project is to analyze an organization’s E-Marketing efforts and provide recommendations for improvement based upon the unique needs of one target market. This week, your facilitator will assign you a partner for the course project. E-mail a brief paragraph to your facilitator by midnight Saturday with the name of the organization you’ve chosen and the target market you’ll focus on. (Top of page)

Week 3: Technology and the Product Mix Reading: E-Marketing, 4E: Chapters 4, 9 & 10 World Wide Web Marketing, 3E: none Week by Week: Week 3 Forum: Describe various ways that Regis University can add value to an existing student’s total experience using enhanced website features or other technologies. Part 1 (post by midnight Wednesday): A brief description explaining which of the file:///K|/SpsDL/a_webct_to_angel/Undergrad/Clean/BA450_Dave/BA450.htm (6 of 11)1/25/2007 4:44:12 PM

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student segments you’re discussing and that segments demographics, psychographics, technographics, consumer behavior and overall needs. Part 2 (post by midnight Friday): Review your partner’s* Wednesday posting and, based upon their target market (i.e. student segment) description, identify two ways Regis University could add value to that group’s total experience. Assignment: By Saturday at midnight, e-mail your facilitator a 2-3 page paper comparing and contrasting the added value functions offered on the Amazon and Barnes and Noble. Course Project: Write a two-page paper describing your target market in detail. E-mail the assignment to your facilitator by midnight Saturday. (Top of page)

Week 4: How Web Site Development Can Enhance Your Marketing Strategy Reading: E-Marketing, 4E: none World Wide Web Marketing, 3E: Chapters 3, 4, 7 & 8 Week by Week: Week 4 Forum: Your favorite website Part 1 (post by midnight Wednesday): Post a link to your favorite website and briefly explain why you like this site. Part 2 (post by midnight Friday): Pick one classmate’s posting that no one else has responded to and visit their favorite website and make suggestions. Assignment:

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Write a 2-3 page paper describing the characteristics of a good website. Course Project: Write a two to three-page paper analyzing your organization’s E-Marketing product mix and include recommendations for improving the product mix based upon your primary target market’s wants and needs. E-mail the assignment to your facilitator by midnight Saturday. (Top of page)

Week 5: Efficient Markets & Dynamic Pricing Reading: E-Marketing, 4E: Chapter 11 World Wide Web Marketing, 3E: none Week by Week: Week 5 Forum: Black markets: Part 1 (post by midnight Wednesday): How real-time data exchange would effect the development of “black-market” supplies Part 2 (post by midnight Friday): Respond to one classmate’s posting and play the devil’s advocate. Assignment: Part One: Price information on a round-trip direct flight from Denver (DIA) to New York City. Part Two: Track the price of the lowest cost and highest cost ticket identified in Part One. Part Three: Write a 2-3 page paper explaining how and why prices do and don’t change over time. Course Project:

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Write a 2-3 page paper analyzing your organization’s E-Marketing promotion mix and include recommendations for improving the promotion mix based upon your primary target market’s wants and needs. Write a 1-2 page paper discussing how your organization is currently using technology to maximize profitability in their current pricing models. Are the using dynamic pricing? If they are, explain. If they aren’t should they be? Why? Are they using segmented pricing strategies? If they are explain. If they aren’t should they be? Why? E-mail the assignment to your facilitator by midnight Saturday. (Top of page)

Week 6: The Evolution of the Channels of Distribution Reading: E-Marketing, 4E: Chapter 12 World Wide Web Marketing, 3E: none Week by Week: Week 6 Forum: Part 1 (post by midnight Wednesday): post your response to the questions and attach your price worksheet to your posting. Part 2 (post by midnight Friday): Review two to three classmates’ postings and respond. Assignment: Write a 2- 3 page paper as Marketing Director for Burton Snowboards. Course Project: Write a 2-3 page paper analyzing your organization’s channels of distribution strategy E-mail the assignment to your facilitator by midnight Saturday.

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(Top of page)

Week 7: E-Marketing Communication Reading: E-Marketing, 4E: Chapter 13 World Wide Web Marketing, 3E: Chapter 11 Week by Week: Week 7 Forum: Banner ads Course Project: Write a 2-3 -page paper analyzing your organization’s E-Marketing promotion mix and include recommendations for improving the promotion mix based upon your primary target market’s wants and needs. E-mail the assignment to your facilitator by midnight Saturday. (Top of page)

Week 8: CUSTOMER RELATION MANAGEMENT (CRM) Reading: E-Marketing, 4E: Chapter 14 World Wide Web Marketing, 3E: Chapter 10 Week by Week: Week 8 Forum: Amazon’s use of CRM Assignment: Comparison of two sites from a CRM perspective

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Course Project: 1-2 page paper analyzing your organization’s customer relationship management practices and include recommendations for how the organization could improve its customer relationship management strategies to appeal to the primary target market’s wants and needs. E-mail the assignment to your facilitator by midnight Saturday. Please complete the online coure evaluation form located at the bottom of the content in the Week by Week. Your feedback helps us build a better online program! (Top of page)

Please contact [email protected] with questions or to report problems. © 2005 Regis University. All Rights Reserved.

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