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Canyon College

online digital marketing course at Canyon College

COURSE SYLLABUS: Digital Marketing

Course Title:
Department:
Instructor:
 CST396 - Digital Marketing
Computer Science
Peter S. Chan, MSEE, MBA - E-mail | Vita


COURSE DESCRIPTION:

This is a broad base course covering the various methods and styles used to market on the Internet. The course will also cover case studies and trends in marketing over the Internet.

COURSE OBJECTIVE:

At the conclusion of this course the student should be comfortable with the following concepts:
  1. Network navigation
  2. E-Tailing Models
  3. Shopping Bots & Consumer Behavior
  4. Auctions & Affiliate Marketing
  5. Permission & Viral Marketing
  6. Web Advertising Metrics, Exchanges, & Models
  7. Web Promotion: Direct Email, Search Engines
  8. Web Public Relations
  9. Integrated Campaign Management
  10. Personalization, Interactivity & Community
  11. Customer/Vendor/Partner Management
  12. B2B Auctions, Exchanges, E-Procurement
  13. B2B & Cyber/Meta Mediation
  14. Marketing Research On The Web
  15. International Marketing On The Web
  16. The Web & Information Economics
TEXTBOOK: Online Bookstore

Internet Marketing Reading And Online Resources
Written by Paul Richardson
McGraw-Hill, ISBN #: 0072427930

The Online Companion to this book is located at http://www.webresearchforum.com/login.html
You need to register in order to login and do the “Module Exercises” for each week.

GRADING and COURSE LOGISTICS:

Weekly Exercises = 15%
Each module has several exercise questions associated with the content at www.webresearchforum.com Students are strongly encouraged to complete all of the questions for each module. However, at a minimum, students must submit written answers to any TWO questions associated with each module each week. Answers to any given question should not exceed on half page single-spaced. Short, concise answers are preferred. Answers may be submitted or via e-mail in either ASCII text or in Word format.

Project = 25%
Students will complete a group project (maximum of 2 students per group). Project results will be posted on the “Classroom Forum Boards” and e-mail to the instructor as well. The “deliverable” to the administrator is the PowerPoint presentation of the project with references. Presentations should be approximately 25 – 30 minutes in duration. You may choose from among the following options for your project:

Option 1: Research Project

Students choosing this option will become experts in a particular area of marketing on the Internet with a focus on identifying the major players and their strategies. Ideas for your research may stem from course material. For example, possible topical areas might relate to issues associated with: navigation design and usability, web business models, robots, agents, banner advertising, e-mail promotion, web based campaign management, vendor/partner/customer relationship management, channel conflict & conflict resolution, cyber mediation, personalization, community, trust, privacy, e-commerce systems, digital payment methods, b2b auctions, exchanges, procurement systems, Internet marketing research, the Internet and international marketing – to name just a few.

Your research should consist of the following four parts:
  1. What does the existing research say about the issue
  2. Who are the major players online/offline that deal with this issue.
  3. How do the strategies/offerings of these players differ?
  4. What are the outlook given trends.
Option 2: Industry Analysis

Students choosing this option will become experts in how the web is transforming a particular industry. Your industry analysis will include detailed assessment of how the Internet is impacting the 4 P’s: pricing, product, promotion and distribution as well as consumer and/or buying behavior. Analyses should be done for both traditional as well as purely web-based players. Your research should also indicate likely outcome scenarios. Your presentation might be conducted as follows:
  1. Industry Overview
  2. Pre-Internet – Industry Characteristics – 4 P’s – Buyer Behavior
  3. Post-Internet – Industry Characteristics – 4 P’s – Buyer Behavior
  4. Likely Evolution
Option 3: Plan for New Web Venture

Students choosing this option should brainstorm a new commercial venture for the web and write a plan how their brainchild will be brought to fruition. Your plan should discuss the following:
  1. The web marketing model employed
  2. The navigation strategy of the site
  3. The interactive characteristics of the site
  4. How the site will be advertised
  5. How the site will be promoted
  6. How site effectiveness will be measured
  7. How much the site will cost
  8. Projected revenues
Your plan should clearly show how you would achieve a competitive advantage over your online/ offline competitors in the marketplace.

Best Practices Research

Students choosing this project should conduct an analysis of how the top ten firms in a particular industry are using the web and evaluate these strategies. First, teams should conduct a thorough content analysis of each of the firm’s web sites. This content analysis will consist of counting the number of interactive features each web site displays in terms of information, entertainment, commerce, market research, community, and customer service. On the basis of this count of interactive features, winners and losers should emerge. Next, teams should analyze each of the web sites using the Attitude Towards The Site measures presented in class. Are the results of these two methodologies the same? Why or why not? Which methodology do you prefer? Who are the winners and losers? What recommendations would you make on the basis of your analysis?

Special Topics Project

In the past, some students have expressed the desire to complete special projects for personal or work related reasons. I am open to all proposals and want you to get the most out of the course as possible. Let me know what your ideas are!

Discussion Questions = 10%

Students need to post their findings in the “Classroom Forum Board”.

Mid Term Exam = 25%
Final Exam – Non-Cumulative = 25%

A
B
C
D
F 		=
=
=
=
= 		100 - 90%
89 - 80%
79 - 70%
69 - 60%
59% - below


Assignments must be completed on a weekly basis. Please submit weekly assignments via e-mail by assigned evening (11:59pm PST) of each week. Late assignments will affect your grade.

1 day late10 percent
2 days late20 percent
3 days late30 percent
4 to 7 days late40 percent
Over 1 week late100 percent


Note: Monday = Day 1, and Sunday = Day 7 of the week

The course study should take 8 weeks to complete, but must be completed within 11 week of an agreed starting date.

The instructor may be contacted by e-mail with any questions or concerns. If person-to-person conversation is necessary, the student should e-mail the instructor with a time and phone number where the student can be reached.

Academic honestly is highly valued at Canyon College. A student must present the product of his or her own original work.

Weekly Course Outline (This is the optimal course time frame which works well to keep the student motivated toward completion. However, I do realize that you have chosen Canyon College because you have active professional and social lives outside of school. Exception to the optimal time frame must be discussed with the instructor and will be considered on a case-by-case basis.)

Week 1

Chapters 1: Introduction to the Internet Marketing.

Discussion Question - "Will The Web Impact Society More Than TV?" (Due on Day 4)

Weekly Assignment:

Chapter 1 Module Exercises, http://www.webresearchforum.com/login.html
After you have successful login, click on “Modules” on the menu bar, then click “Module one” and select “Exercise” to enter the module exercises. Select any of the 2 exercises within this module. (Due on Day 6)

Week 2

Chapters 2: Conceptual Foundations of Internet Marketing.

Discussion Question - "What Do You Find Most Annoying And Satisfying About Surfing The Web?" (Due on Day 4)

Weekly Assignment:

Chapter 2 Module Exercises, http://www.webresearchforum.com/login.html
After you have successful login, click on “Modules” on the menu bar, then click “Module two” and select “Exercise” to enter the module exercises. Select any of the 2 exercises within this module. (Due on Day 6)

Week 3

Chapters 3: Business-to-Consumer Internet Marketing

Discussion Question - " Is There A Real Future For Etailing?" (Due on Day 3)

Weekly Assignment:

Chapter 3 Module Exercises, http://www.webresearchforum.com/login.html
After you have successful login, click on “Modules” on the menu bar, then click “Module three” and select “Exercise” to enter the module exercises. Select any of the 2 exercises within this module. (Due on Day 4)

Chapters 4: Shopping Agents & Consumer Behavior

Discussion Questions - " Will Bots Eventually Replace Consumer Decision Making? (Due on Day 5)

Should Spamming Be Banned? (Due on Day 6)

Weekly Assignment:

Chapter 4 Module Exercises, http://www.webresearchforum.com/login.html
After you have successful login, click on “Modules” on the menu bar, then click “Module four” and select “Exercise” to enter the module exercises. Select any of the 2 exercises within this module. (Due on Day 7)

Week 4

Mid Term Exam (Chapters 1, 2, 3, & 4) (Due on Day 7)

Week 5

Chapters 5: Internet Marketing Communications

Discussion Question - "Does Banner Advertising Work?" (Due on Day 3)

Weekly Assignment:

Chapter 5 Module Exercises, http://www.webresearchforum.com/login.html
After you have successful login, click on “Modules” on the menu bar, then click “Module five” and select “Exercise” to enter the module exercises. Select any of the 2 exercises within this module. (Due on Day 4)

Chapters 6: Interactivity & Community

Discussion Questions - "Does Personalization Really Add Value To You?” (Due on Day 5)

Weekly Assignment:

Chapter 6 Module Exercises, http://www.webresearchforum.com/login.html
After you have successful login, click on “Modules” on the menu bar, then click “Module six” and select “Exercise” to enter the module exercises. Select any of the 2 exercises within this module. (Due on Day 7)

Week 6

Chapters 7: Business-to-Business Marketing

Discussion Question - "Is The Web Superior For B2B Marketing" (Due on Day 3)

Weekly Assignment:

Chapter 7 Module Exercises, http://www.webresearchforum.com/login.html
After you have successful login, click on “Modules” on the menu bar, then click “Module seven” and select “Exercise” to enter the module exercises. Select any of the 2 exercises within this module. (Due on Day 4)

Chapters 8: Internet Marketing Research

Discussion Questions - "Should Public Information Be Available Via The Web" (Due on Day 5)

Weekly Assignment:

Chapter 8 Module Exercises, http://www.webresearchforum.com/login.html
After you have successful login, click on “Modules” on the menu bar, then click “Module eight” and select “Exercise” to enter the module exercises. Select any of the 2 exercises within this module. (Due on Day 7)

Week 7

Chapters 9: Internet & International Marketing

Discussion Question - "Are There Any Global Internet Brands?" (Due on Day 3)

Weekly Assignment:

Chapter 9 Module Exercises, http://www.webresearchforum.com/login.html
After you have successful login, click on “Modules” on the menu bar, then click “Module nine” and select “Exercise” to enter the module exercises. Select any of the 2 exercises within this module. (Due on Day 4)

Chapters 10: The Internet & Public Policy

Discussion Questions - " Should The Government Regulate The Internet” (Due on Day 5)

Weekly Assignment:

Chapter 10 Module Exercises, http://www.webresearchforum.com/login.html
After you have successful login, click on “Modules” on the menu bar, then click “Module ten” and select “Exercise” to enter the module exercises. Select any of the 2 exercises within this module. (Due on Day 7)

Week 8

Chapters 11: The Internet & Information Economics

Discussion Question - " Should Napster Be Banned?" (Due on Day 3)

Weekly Assignment:

Chapter 11 Module Exercises, http://www.webresearchforum.com/login.html
After you have successful login, click on “Modules” on the menu bar, then click “Module eleven” and select “Exercise” to enter the module exercises. Select any of the 2 exercises within this module. (Due on Day 6)

Week 9

Project (Due on Day 6)

Final Exam – Non- Cumulative (Due on Day 4)