PBDS 754

Special Topics: Business Practices

NOTE: This is representative of the syllabi for this course. It is not necessarily the syllabus being used in any one semester.

The specific content of this course changes from semester to semester. This time∞

Marketing and the Internet

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Course Overview Background, Course Work and Readings

Background

Whether an organization is a corporate enterprise, a nonprofit, or government agency, its survival and growth depends up the ability to reach people and satisfy their needs with products, services and support.

Since 1992, the Internet, as a vehicle for enhancing customer-facing processes (marketing, sales, product/service delivery, and customer service) has spectacularly succeeded and, in many cases, dramatically failed to live up to expectations. We have learned that the Internet is a technology that is not the perfect vehicle for business and business promotion, but rather an important ingredient that must be woven into the fabric of the organization and its processes.

This course explores how this rich, flexible and varied medium for communication and application can be used effectively to enhance customer-facing processes. Policy and practice issues will be discussed along with in-depth exploration of emergent Internet marketing technologies and techniques and their integration with more traditional "off-line" marketing strategies and tactics.

Objectives

By the end of the course, students will be able to intelligently discuss and apply the following topics to specific scenarios:

Marketing principles and key concepts
Marketing principles for technology products
Customer life cycle management
Researching and understanding the target audience
Integration of Internet techniques and technologies (e.g., online advertising, e-mail, personalization, online community, Extranets, intranets) with traditional promotional tactics (e.g., print and media advertising, direct mail, database marketing, call telemarketing, help desks, and events)
Channel conflict management
Detailed examination of Internet techniques for raising awareness, developing customer relationships, generating orders/purchases and enhancing existing relationships
Performance measurement and activity tracking
Technology, privacy, security and governmental policy trends that may affect customer relationship building using the web

Course Work

The course work for this course will consist of 100 points.

[50] 10 Analysis Assignments- Assignments will include both a short 1-2 page report and a presentation. Each is valued at 5 points.
[50] Final Project - The project consists developing a marketing communications plan for a specific audience for a product/service not currently targeted to that audience. The project will be ongoing during the semester with interim and final presentations. Students may work individually or in pairs on the final project.

Required Reading

Marketing Communications: Integrated Theory, Strategy & Tactics,
1st edition, James G. Hutton & Francis J. Mulhern, Pentagram: Hackensack, NJ, 2002.

E-Marketing,
3rd edition, Judy Strauss, Adel El-Ansary & Raymond Frost, Prentice-Hall: Upper Saddle River, NJ., 2003

Crossing the Chasm,
Geggrey A. Moore, HarperBusiness: New York, 1991.

Syllabus

1: Sept. 2 - Introduction to the Course
In addition to the normal getting started activities, we define terms and set the context for Marketing and the Internet and answer questions like

What is the difference between Marketing and Sales?

How do marketing and marketing communications relate?

What does the term integrated marketing mean?

Reading
Marketing Communications, Hutton & Mulhern, chapter 1 and 2

2: Sept. 9 - e-Marketing context
We explore how the Internet fits into the larger Marketing Framework.

Reading
E-marketing, Strauss et al., chapters 1, 2 and 3

3: Sept. 16 - Consumer Behavior and its Analysis - Part I
The are multiple ways of identifying and understanding your target market. We explore in this session and the following week, the buying process, the technology adoption process, the segmentation process and resources for gathering audience data for analysis.

Reading
Marketing Communications, Hutton & Mulhern, chapter 3
E-marketing, Strauss et al., chapters 6-8
Crossing the Chasm, Moore, chapters 1-2
Analysis Assignment #1 Due

4: Sept. 23- Consumer Behavior and its Analysis - Part II
We continue the discussion on consumer behavior. This session includes of review of resources in our library for consumer analysis. We also discuss the distinctions between Business-to-business and other types of marketing.

Reading
(same as previous week) plus Marketing Communications, Hutton & Mulhern, chapter 21
Analysis Assignment #2 Due

5: Sept. 30- Branding and Positioning Basics
We take an overview look at corporate identity, branding, and differentiation and positioning strategies.

Reading
Marketing Communications, Hutton & Mulhern, chapters 4-7
E-Marketing, Strauss et al., chapter 9
Analysis Assignment #3 Due

6: Oct. 7 - New Product Strategies
We explore how branding and positioning apply to new products and taxonomies for classifying online products.

Reading
Handout, excerpt from Clayton Christenson work
E-marketing, Strauss et al., chapter 10
Crossing the Chasm, Moore, chapters 3-4
Analysis Assignment #4 Due

7: Oct. 14 - New Product Strategies
We focus on whole product marketing and customer relationship management.

Reading
E-marketing, Strauss et al., chapter 14
Crossing the Chasm, Moore, chapters 5-6
Final Project Interim Report [draft ] Due: Audience Analysis

8: Oct. 21 - Pricing and Distribution Strategies
We examine why pricing is a marketing issue online and how online distribution can create conflict in traditional distribution channels.

Reading
Crossing the Chasm, Moore, chapters 7
E-marketing, Strauss et al., chapter 11-12
Analysis Assignment #5 Due

9: Oct. 28 - Understanding communications tactics
An overview and a look at database marketing

Reading
Marketing Communications, Hutton & Mulhern, chapters 8-9
Analysis Assignment #6 Due

10: Nov. 4 - - Understanding communications tactics
An overview of online tactics - developing interaction vs. broadcasting, trends in advertising, e-mail, community building, sales promotions, viral marketing, and short text messaging.

Reading
Marketing Communications, Hutton & Mulhern, chapters 13
E-marketing, Strauss et al., chapters 4, 13
Analysis Assignment #7 Due

11: Nov. 11 - Understanding communications tactics
Through discussion and guest panel, we examine traditional advertising, PR, Sales Promotion, direct marketing, product packaging, point of purchase and store communications, and word of mouth communications.

Reading
Marketing Communications, Hutton & Mulhern, chapters 10-12, 14-17
Analysis Assignment #8 Due

12: Nov. 18 - Creating the Communications Project Plan and Integrating Tactics
Guest Speaker discusses approaches for online and off-line integration of marketing messages and we review the elements of a strong communications plan.

Reading
Marketing Communications, Hutton & Mulhern, chapters 18
E-marketing, Strauss et al., end of part 4 (pages 441-456)
Analysis Assignment #9 Due

13. Nov. 25 - Ethical, Legal Societal and Global Issues and in Marketing Communications
We discuss the limits and potential positive and negative impact of the Internet and Marketing.

Reading
Marketing Communications, Hutton & Mulhern, chapters 20, 21, 22 and 23
E-marketing, Strauss et al., chapter 5, 15-16
Analysis Assignment #10 Due

14: Dec. 2 - Final Project Presentations for Feedback

15: Dec. 9 - Final Project Presentations for Feedback

December 20 (Saturday) 5:00 PM:
Final Project due in Professors Office

Analysis Assignments

You will be given ten assignments during the semester. The purpose of these assignments is to learn through peer level demonstrations (and to keep you awake in this late night class). Each assignment will be different. You are required to write up your assignment results in a one-two page report as well as prepare a short presentation for the class to share what you have learned and raise questions and issues for the class.

A class blog ub-marketing.blogspot.com has been established at which you will post each assignment so your reports can be shared with classmates.

Access to the Internet will be provided in class so you may demonstrate key points of information, etc.

Assignment 1:
You will be assigned one or more of the "Savvy Sites" listed on page 70-71 of the E-Marketing book. Review the resources found a your assigned site. Describe how the information at this site might be used in marketing communications work. Provide examples of particularly useful or interesting information. Identify any weaknesses of the site or cautions that should be observed in using it.

Assignment 2:
You will be assigned a specific product. Do a search for this product at a shopping agent (e.g., mySimoncom, pricegrabber.com, Yahoo! shopping agent, shop.hobot.com, mallagent.com or one specifically designed for products like yours). What is the lowest price available for your product? Is this price lower than you can find at a bricks & mortar store? Examine at least three of the websites listed on your search results. Why would customers choose not to shop at the site offering the lowest price? How is value established or not established at the website?

Assignment 3:
Select a large website that targets multiple market segments. What market segments does it target? How does that site guide a visitor to their "appropriate sub-website"? How can those sub-sites be distinguished, e.g., what are distinguishing characteristics of those site? What is the same and what is different?

Assignment 4
You will be assigned one or more of the "Savvy Sites" listed on page 263-264 of the E-Marketing book. Review the resources found a your assigned site. Describe how the information at this site might be used in identifying and understanding market segments. Provide examples of particularly useful or interesting information. Identify any weaknesses of the site or cautions that should be observed in using it.

Assignment 5
Select an website that was originally a totally online product or service (e.g., classmates.com, salon.com, filmworks.com, etc.). Examine the site. What was the original brand and associated messages to position the product/service in the customers mind? Has the site outgrown that original brand? Should the brand be repositioned? Explain.

Assignment 6
Select company that was originally a totally off-line (store based, catalog based, and/or telephone or mail based). Find its website and examine the site. How has the online medium been integrated into the marketing and distribution channels. Do you think there is or has been channel conflict? How has the company leveraged the online medium to enhance its "whole product"? What else should the company consider?

Assignment 7
Visit online portals, search engines and websites. Find and document 8-10 unique tactics to advertise and communication online with consumers and customers. Present examples of each type. When and why might each tactic be effective or not effective.

Assignment 8
This is an essay thought assignment. Has wireless technology (e.g.,integrated PDAs with cell phones or wireless networks for PCs and laptops) to move beyond the early adopter stage in the marketplace? What evidence supports your position?

Assignment 9
Examine two search portals (e.g., Google and Yahoo!). When and how would you advertise on each? Is one better than the other? In what situations and why?

Assignment 10
A thought essay. UB currently brands UB as the "career minded university". Each degree program attempts to build its own niche as potential students search the Internet for particular educational experiences. Should the College of Liberal Arts market itself? The school of law and the business school do. If yes, what is the key message? If not, why not?

Final Project

Your final project will take you through the total process for developing an e-marketing communications plan. Through this project you will demonstrate how e-Marketing principals and concepts are applied to:

Identify and define a target audience

Customize a marketing strategy to the needs and wants of a specific audience

Define and prototype the design elements of an e-marketing n plan

Develop a 12-24 month implementation plan which integrates online and off-line strategies as appropriate for a given audience

Rules

You may work with a partner for this project

Work on the project will begin within the first month of class

The audience you choose to target cannot be college students. It may be consumer or business based.

The product/service you choose to market to your audience must be one that is not normally associated with this audience. You may choose an e-business product/service, a technology product or a traditional product/service.

You must consider the full customer life cycle in your strategy - from the prospect stage through the post purchase customer retention and support stages.

Final Project Report

The final project will consist of a written report as well as a presentation of your prototype. The report should be 15-20 pages. Use this outline as a guide for developing your report.

I. Introduction

II. Target Audience Definition and Analysis

III. Product/Service Description

IV. Marketing-Communications Plan

V. Lessons Learned from this Project




			PBDS 754 Special Topics: Business Practices NOTE: This is representative of the syllabi for this course. It is not necessarily the syllabus being used in any one semester. The specific content of this course changes from semester to semester. This time∞ *Marketing and the Internet* Subscribe to the listserv. The name of the list is PBDS.754.185. Go to http://astro.ubalt.edu and click on "Subscribe". Complete the subscription form. You can subscribe directly on the web form (just be sure you enter the information accurately). If you use your UB email account to subscribe, use the FULL address (myname@ubmail.ubalt.edu). If you omit the "ubmail" part you will not be able to send messages, due to the way the UB mail system is configured. Click on the "Subscribe" button. You'll receive an email confirmation. Be aware that you will not receive email messages that you post yourself --only the other subscribers will. All messages will be posted in the web archives. The "astro" home page (http://astro.ubalt.edu/) is also where you can read and search the archives of the postings from the mailing lists. Course Overview Background, Course Work and Readings Background Whether an organization is a corporate enterprise, a nonprofit, or government agency, its survival and growth depends up the ability to reach people and satisfy their needs with products, services and support. Since 1992, the Internet, as a vehicle for enhancing customer-facing processes (marketing, sales, product/service delivery, and customer service) has spectacularly succeeded and, in many cases, dramatically failed to live up to expectations. We have learned that the Internet is a technology that is not the perfect vehicle for business and business promotion, but rather an important ingredient that must be woven into the fabric of the organization and its processes. This course explores how this rich, flexible and varied medium for communication and application can be used effectively to enhance customer-facing processes. Policy and practice issues will be discussed along with in-depth exploration of emergent Internet marketing technologies and techniques and their integration with more traditional "off-line" marketing strategies and tactics. Objectives By the end of the course, students will be able to intelligently discuss and apply the following topics to specific scenarios: Marketing principles and key concepts Marketing principles for technology products Customer life cycle management Researching and understanding the target audience Integration of Internet techniques and technologies (e.g., online advertising, e-mail, personalization, online community, Extranets, intranets) with traditional promotional tactics (e.g., print and media advertising, direct mail, database marketing, call telemarketing, help desks, and events) Channel conflict management Detailed examination of Internet techniques for raising awareness, developing customer relationships, generating orders/purchases and enhancing existing relationships Performance measurement and activity tracking Technology, privacy, security and governmental policy trends that may affect customer relationship building using the web Course Work The course work for this course will consist of 100 points. [50] 10 Analysis Assignments- Assignments will include both a short 1-2 page report and a presentation. Each is valued at 5 points. [50] Final Project - The project consists developing a marketing communications plan for a specific audience for a product/service not currently targeted to that audience. The project will be ongoing during the semester with interim and final presentations. Students may work individually or in pairs on the final project. Required Reading Marketing Communications: Integrated Theory, Strategy & Tactics, 1st edition, James G. Hutton & Francis J. Mulhern, Pentagram: Hackensack, NJ, 2002. E-Marketing, 3rd edition, Judy Strauss, Adel El-Ansary & Raymond Frost, Prentice-Hall: Upper Saddle River, NJ., 2003 Crossing the Chasm, Geggrey A. Moore, HarperBusiness: New York, 1991. Syllabus 1: Sept. 2 - Introduction to the Course In addition to the normal getting started activities, we define terms and set the context for Marketing and the Internet and answer questions like What is the difference between Marketing and Sales? How do marketing and marketing communications relate? What does the term integrated marketing mean? Reading Marketing Communications, Hutton & Mulhern, chapter 1 and 2 2: Sept. 9 - e-Marketing context We explore how the Internet fits into the larger Marketing Framework. Reading E-marketing, Strauss et al., chapters 1, 2 and 3 3: Sept. 16 - Consumer Behavior and its Analysis - Part I The are multiple ways of identifying and understanding your target market. We explore in this session and the following week, the buying process, the technology adoption process, the segmentation process and resources for gathering audience data for analysis. Reading Marketing Communications, Hutton & Mulhern, chapter 3 E-marketing, Strauss et al., chapters 6-8 Crossing the Chasm, Moore, chapters 1-2 Analysis Assignment #1 Due 4: Sept. 23- Consumer Behavior and its Analysis - Part II We continue the discussion on consumer behavior. This session includes of review of resources in our library for consumer analysis. We also discuss the distinctions between Business-to-business and other types of marketing. Reading (same as previous week) plus Marketing Communications, Hutton & Mulhern, chapter 21 Analysis Assignment #2 Due 5: Sept. 30- Branding and Positioning Basics We take an overview look at corporate identity, branding, and differentiation and positioning strategies. Reading Marketing Communications, Hutton & Mulhern, chapters 4-7 E-Marketing, Strauss et al., chapter 9 Analysis Assignment #3 Due 6: Oct. 7 - New Product Strategies We explore how branding and positioning apply to new products and taxonomies for classifying online products. Reading Handout, excerpt from Clayton Christenson work E-marketing, Strauss et al., chapter 10 Crossing the Chasm, Moore, chapters 3-4 Analysis Assignment #4 Due 7: Oct. 14 - New Product Strategies We focus on whole product marketing and customer relationship management. Reading E-marketing, Strauss et al., chapter 14 Crossing the Chasm, Moore, chapters 5-6 Final Project Interim Report [draft ] Due: Audience Analysis 8: Oct. 21 - Pricing and Distribution Strategies We examine why pricing is a marketing issue online and how online distribution can create conflict in traditional distribution channels. Reading Crossing the Chasm, Moore, chapters 7 E-marketing, Strauss et al., chapter 11-12 Analysis Assignment #5 Due 9: Oct. 28 - Understanding communications tactics An overview and a look at database marketing Reading Marketing Communications, Hutton & Mulhern, chapters 8-9 Analysis Assignment #6 Due 10: Nov. 4 - - Understanding communications tactics An overview of online tactics - developing interaction vs. broadcasting, trends in advertising, e-mail, community building, sales promotions, viral marketing, and short text messaging. Reading Marketing Communications, Hutton & Mulhern, chapters 13 E-marketing, Strauss et al., chapters 4, 13 Analysis Assignment #7 Due 11: Nov. 11 - Understanding communications tactics Through discussion and guest panel, we examine traditional advertising, PR, Sales Promotion, direct marketing, product packaging, point of purchase and store communications, and word of mouth communications. Reading Marketing Communications, Hutton & Mulhern, chapters 10-12, 14-17 Analysis Assignment #8 Due 12: Nov. 18 - Creating the Communications Project Plan and Integrating Tactics Guest Speaker discusses approaches for online and off-line integration of marketing messages and we review the elements of a strong communications plan. Reading Marketing Communications, Hutton & Mulhern, chapters 18 E-marketing, Strauss et al., end of part 4 (pages 441-456) Analysis Assignment #9 Due 13. Nov. 25 - Ethical, Legal Societal and Global Issues and in Marketing Communications We discuss the limits and potential positive and negative impact of the Internet and Marketing. Reading Marketing Communications, Hutton & Mulhern, chapters 20, 21, 22 and 23 E-marketing, Strauss et al., chapter 5, 15-16 Analysis Assignment #10 Due 14: Dec. 2 - Final Project Presentations for Feedback 15: Dec. 9 - Final Project Presentations for Feedback December 20 (Saturday) 5:00 PM: Final Project due in Professors Office Analysis Assignments You will be given ten assignments during the semester. The purpose of these assignments is to learn through peer level demonstrations (and to keep you awake in this late night class). Each assignment will be different. You are required to write up your assignment results in a one-two page report as well as prepare a short presentation for the class to share what you have learned and raise questions and issues for the class. A class blog ub-marketing.blogspot.com has been established at which you will post each assignment so your reports can be shared with classmates. Access to the Internet will be provided in class so you may demonstrate key points of information, etc. Assignment 1: You will be assigned one or more of the "Savvy Sites" listed on page 70-71 of the E-Marketing book. Review the resources found a your assigned site. Describe how the information at this site might be used in marketing communications work. Provide examples of particularly useful or interesting information. Identify any weaknesses of the site or cautions that should be observed in using it. Assignment 2: You will be assigned a specific product. Do a search for this product at a shopping agent (e.g., mySimoncom, pricegrabber.com, Yahoo! shopping agent, shop.hobot.com, mallagent.com or one specifically designed for products like yours). What is the lowest price available for your product? Is this price lower than you can find at a bricks & mortar store? Examine at least three of the websites listed on your search results. Why would customers choose not to shop at the site offering the lowest price? How is value established or not established at the website? Assignment 3: Select a large website that targets multiple market segments. What market segments does it target? How does that site guide a visitor to their "appropriate sub-website"? How can those sub-sites be distinguished, e.g., what are distinguishing characteristics of those site? What is the same and what is different? Assignment 4 You will be assigned one or more of the "Savvy Sites" listed on page 263-264 of the E-Marketing book. Review the resources found a your assigned site. Describe how the information at this site might be used in identifying and understanding market segments. Provide examples of particularly useful or interesting information. Identify any weaknesses of the site or cautions that should be observed in using it. Assignment 5 Select an website that was originally a totally online product or service (e.g., classmates.com, salon.com, filmworks.com, etc.). Examine the site. What was the original brand and associated messages to position the product/service in the customers mind? Has the site outgrown that original brand? Should the brand be repositioned? Explain. Assignment 6 Select company that was originally a totally off-line (store based, catalog based, and/or telephone or mail based). Find its website and examine the site. How has the online medium been integrated into the marketing and distribution channels. Do you think there is or has been channel conflict? How has the company leveraged the online medium to enhance its "whole product"? What else should the company consider? Assignment 7 Visit online portals, search engines and websites. Find and document 8-10 unique tactics to advertise and communication online with consumers and customers. Present examples of each type. When and why might each tactic be effective or not effective. Assignment 8 This is an essay thought assignment. Has wireless technology (e.g.,integrated PDAs with cell phones or wireless networks for PCs and laptops) to move beyond the early adopter stage in the marketplace? What evidence supports your position? Assignment 9 Examine two search portals (e.g., Google and Yahoo!). When and how would you advertise on each? Is one better than the other? In what situations and why? Assignment 10 A thought essay. UB currently brands UB as the "career minded university". Each degree program attempts to build its own niche as potential students search the Internet for particular educational experiences. Should the College of Liberal Arts market itself? The school of law and the business school do. If yes, what is the key message? If not, why not? Final Project Your final project will take you through the total process for developing an e-marketing communications plan. Through this project you will demonstrate how e-Marketing principals and concepts are applied to: Identify and define a target audience Customize a marketing strategy to the needs and wants of a specific audience Define and prototype the design elements of an e-marketing n plan Develop a 12-24 month implementation plan which integrates online and off-line strategies as appropriate for a given audience Rules You may work with a partner for this project Work on the project will begin within the first month of class The audience you choose to target cannot be college students. It may be consumer or business based. The product/service you choose to market to your audience must be one that is not normally associated with this audience. You may choose an e-business product/service, a technology product or a traditional product/service. You must consider the full customer life cycle in your strategy - from the prospect stage through the post purchase customer retention and support stages. Final Project Report The final project will consist of a written report as well as a presentation of your prototype. The report should be 15-20 pages. Use this outline as a guide for developing your report. I. Introduction II. Target Audience Definition and Analysis III. Product/Service Description IV. Marketing-Communications Plan V. Lessons Learned from this Project home \| bs, corporate communication \| ba, english \| ma, publications design \| mfa, integrated design \| mfa, creative writing & publishing arts \| people \| portfolio \| facilities \| classes \| undergraduate applications \| graduate applications \| contact \| site index \| university of baltimore