I encourage you to contact me any time if you have questions or concerns about any aspect of this course.  Feel free to drop by during office hours, or make an appointment.  The best way to reach me at other times is via Campus Cruiser Email (re279304@mail.ncwc.edu).  I will usually respond within the same day.

Catalog Description:
This course introduces a framework for learning and implementing effective Internet marketing programs.  Four stages of customer website awareness will be reviewed and applied: awareness, exploration, expansion, commitment, and dissolution when necessary.

Course Prerequisites:                                                                                 MKT 205 and BSS 190 and 191

Course Overview:
Much has been written about how the Internet will revolutionize the way that firms market. While it is clear that the Internet will not entirely replace offline marketing vehicles like print, radio and television, the Internet can be used to "turbo charge" a firm's marketing strategy. We use the term turbo charge to convey the sense that the power of interactivity and individuality afforded by the Internet allows marketers to create marketing synergy by supporting and enhancing the effects of offline levers. Additionally, online marketing levers can be leveraged, when appropriate, to decrease or replace the use of certain offline marketing levers.

The goal of this course is to encourage current and future executives, managers and strategist to rethink the way that they view marketing strategy. The course presents a customer-centric view of marketing. This new view of marketing focuses on how firms can create tangible relationships with their customers. These customer relationships are created by using a wide range of online and offline marketing levers with a key emphasis on how the Internet can enhance customer relationships. Several of the key fundamentals and characteristics of successful integrated online/offline marketers can be summarized as follows:

Required Textbook:
Siegel, Carolyn F., Internet Marketing: Foundations and Applications 2nd ed., Boston: Houghton Mifflin, 2006. Textbook is required for all classes.  Also, Chapter 1 should be read prior to our first class meeting.

Methodology:
Although the lecture method will be utilized, class discussion, peer learning, and student participation will be the primary tools for learning.  Students are expected to actively participate in team assignments, presentations, and a variety of writing and research assignments.  Please bring your textbook to all classes, as we will refer to the text often.

Required Work and Course Evaluation:
Exams, weekly assignments, and a semester long team project with a written and oral presentation component will be required in this class.  Specifically, required work is as follows:

1. Exams:
A major requirement in this course is that students read the assigned text in preparation for each class and prepare to discuss the chapters.  I recommend that you approach chapter headings as “questions” to be answered.  There will be a Midterm Exam and a Final Exam.  These exams will in all likelihood include objective questions, discussion questions and essay questions.  These questions will be based on material presented in the text, videotapes, class discussions/exercises, and take-home assignments, so make sure to take detailed notes every class period.

2. Participation in Weekly Assignments:
Assignments include in-class assignments pertaining to reading assignments, short writing assignments, video cases, web sites, case studies and quizzes. Assignments will be presented during our first class meeting.  You should have read Chapter 1 from our text prior to this meeting.

Learning should be an interactive process and student involvement is essential.  Class participation is necessary for three reasons: (1) it further develops students’ oral communication skills; (2) it provides feedback to indicate whether the instructor has properly communicated the material; and (3) it increases the quality of the class.  Your comments and questions are encouraged.  I expect that you will read the assigned material prior to each class.

3. Project:
Internet Marketing Strategy Analysis Project.   This is a team project that involves a written and oral presentation of an analysis of the Internet Marketing Strategy being employed by a specified company.  Teams will analyze companies from different industries.

The written component (i.e., each team will hand in the written component to complete the project). This component is limited to the following:

1. Appropriate cover sheet and table of contents (SEE QUALITY OF WORK).

2. A minimum of fifteen pages of text in the appropriate “sentence/project outline form” (the Project Format is provided by the instructor).

3. Two to three pages of figures, tables and diagrams. Do not overload these pages and must be properly integrated into the text.

4. References (minimum of 10)

5. Appendixes

The team project will take place at the end of the semester. Twice during the semester, team progress meetings will be  held with the instructor. For the presentation, teams should use Power Point and each team member must participate in the actual presentation.  The time should be distributed as equally as possible between members of the team.  Dressing professionally at the presentations is required.  Both the professor and the students will evaluate the presentations.

The exact amount of time required for each presentation will be determined after the number of groups is determined. However, it is estimated that presentations will be limited to twenty-five (25) minutes with a few additional minutes for class discussion.  Additional specifics will follow in class as the semester progresses.

There will be two (2) team evaluations performed within each team.  Specifically, each team member will evaluate the other team members.  A team evaluation will follow each of the two progress reports during the semester.  Individual grades will be weighted by averaging the other team members’ evaluations.

Class Attendance Policy:
I consider it a professional courtesy and obligation for you to attend class.  The college attendance policy states that the instructor may withdraw a student after three hours of absence.  Equally important, quizzes, exams and other assignments missed because of being absent CANNOT BE MADE UP.  University protocol and related accreditation agencies limit the amount of time a student can miss a class and still receive College recognition and credit.  If you miss class, you are responsible for obtaining class notes and assignments from another classmate.

Please do not be late for class. It is very disrupting to have students coming into class after we have started.  If you have a schedule conflict that regularly prevents you from being punctual, please consider a class change.

Poor attendance with regard to group presentations will result in a REDUCTION OF YOUR FINAL GRADE.

Deductions:
We all have very busy schedules and it is my responsibility to utilize the time dedicated to each class in a manner that maximized both your and my utility.  You can assist me in meeting this obligation by following the instructions laid out for the class. “Quality of Work” specifically discusses this issue (see below).  Examples of “deductions” are as follows:

1. Did not follow directions where appropriate.
2. Unprofessional classroom behavior.
3. Trying to hand in materials late.

Quality of Work:
I expect written assignments that are free of typographical, grammatical, and spelling errors.  I am adamant about this.  One of the best ways to proofread is to read your paper aloud.  If you are not capable of proofreading your own work, I suggest you get help (e.g., ask a friend to proofread your paper or visit the writing lab on campus).  Also incorporate computer-generated graphs, figures, and illustration as appropriate. ALL assignments should:

1. Be either stapled, in a notebook with rings, or in a report cover

2. Include a cover sheet, which clearly displays your name, the course, the date, and the assignment.

3. Use Arial or Times New Roman font with a font size of  11 or 12 and,

4. Be double-spaced with one-inch margins with pages being numbered.

References:
All material and information used by you in the project must be referenced!  There are no exceptions.  Material and information not properly referenced will not be accepted under any conditions!  APA Writing Style will be used.

Computer and Internet Usage:
It is important that each of you are familiar with using the Internet and computer tools.  These skills will be necessary in the workplace-you should be prepared.  Therefore, it is each student’s responsibility to:

1. Have access to a computer that has the capability of accessing the Internet, especially, Campus Cruiser.

2. Have access to MS Word, Excel and PowerPoint software (all assignments will be submitted as hard copy).

Other Critical Notes:

• Students with disabilities who believe that they may need accommodations in this class are encouraged to contact the Office of Disability Support Services (DSS) at 985-5369 as soon as possible to coordinate and implement accommodations in a timely fashion.  The Office of DSS is located in the Student Support Center, PC 188..

• Please use the Writing Lab as required for all of your work.  The services are free and poorly written papers are not acceptable.

• We have a lot of material to cover.  Consequently, you NEED to read the assigned chapters and study the other class materials before the class meets.

• No late work will be accepted and no makeup exams.  Note that the Attendance Policy does not differentiate with regard to “excused vs. unexcused” absences.  An absence is an absence.  However, faculty members are allowed some flexibility.

• If I do approve an absence to take an exam late, the exam must be taken within 24 hours of the original exam.  After that time, a grade of "zero" will be recorded.

• Cell phones, audible pagers and any other electronic device will be turned off during class.  The use of any type of tobacco related products are prohibited in any campus building.

I RESERVE THE RIGHT TO REVISE THE SYLLABUS AT ANY TIME DURING THE SEMESTER.