MARKETING 40970 – E-MARKETING STRATEGIES

SPRING, 2002

 

Mr. John Thompson (Mr. “T”)

DRH 353

 

Email:j.thompson@tcu.edu

or westart@guilhall.com

257-7523

Home:236-1948 (before 9 p.m.)

 

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 Date                Topic                                                                           Assignment________

January 14        Traditional Marketing Strategies                                    Notes & Handout #1

1-16                 Traditional Marketing Strategies

1-18                 Traditional Marketing Strategies            _______________________________

1-21                 Holiday

1-23                 E-Marketing Defined                                                    Text: Ch. 1

1-25                 E-Marketing Models                                                    Ch. 1_                _____

1-28                 E-Marketing Exercises TEAM 2, The Marketing          Text: Ch. 1, p.28

                        Concept

1-30                 E-Markets-Consumers and Markets Defined                Text: Ch. 2

February 1       E-Segments                                                                  Text: Ch.2________   

2-4                   E-Behavior                                                                   Text: Ch. 2

2-6                   E-Marketing Exercises TEAM 5, Exercise on p.81      Text: Ch. 2, pps.80-82

                        Online Target Marketing                                               Class to do p.80 exercise

2-8                   E-Marketing Knowledge Management              Text: Ch. 3                     

2-11                 Online Research                                                           Text: Ch. 3

2-13                 Database Development Strategies and Providers           Text: Ch. 3

2-15                 E-Marketing Exercises TEAM 1, Exercise p. 123,       Text: Ch. 3, pps.123-

                        Online Databases                                                          124. Class to do Evaluating

                                                                                                            Online Research exercise

2-18                 Creating Customer Value Online                                   Text: Ch. 4

2-20                 Product Development Strategies                                   Text: Ch. 4

2-22                 Analyzing Product Trends_____________________Text: Ch. 4_____            __

2-25                 E-Pricing Strategies                                                      Text: Ch. 4

2-27                 E-Marketing Exercises TEAM 7, Exercise p. 171,       Text: Ch. 4, pps. 171-

                        Elasticity of Demand                                                     173, Class to do Product Mix

                                                                                                            Pricing Strategy

March1            Test 1                                                                                                     ______

3-4                   E-Distribution Perspectives                                           Text: Ch. 5

3-6                   Channel Power                                                 Text: Ch. 5

3-8                   Distribution Models                                                      Text: Ch. 5__________

3-11                 Spring Break

3-13                 Spring Break

3-15                 Spring Break________________________________________________

3-18                      E-Marketing Exercises TEAM 10, Exercise p. 210,                 Text: Ch. 5, pps. 210-

                        Hybrid Marketing Channels                                                      211.

3-20                 Integrated Marketing Communications                          Text: Ch. 6

3-22                 Marketing Communication Strategies                            Text: Ch. 6                  

3-25                 The Net as a Medium                                                               Text: Ch. 6

3-27                 E-Marketing Exercises TEAM 3, Exercise p.267                     Text: Ch. 6, pps.267-68

                        Integrated Marketing Communication                            Class to do p.268

3-29                 Good Friday_______________________________________________________

April 1              Customer Relationship Marketing                                              Text: Ch. 7

4-3                   E-Marketing Strategies                                                 Text: Ch. 7

4-5                   E-Marketing Exercises TEAM 6, Exercise on p.320                Text: Ch. 7, pps. 320-22

                        Customer Satisfaction                                                               Class to do p.321____

4-8                   Leveraging Technologies                                                           Text: Ch. 9

4-10                 Technology and the Marketing Mix                                           Text: Ch. 9

4-12                 IMC Technologies                                                                    Text: Ch. 9   _______

4-15                 E-Marketing Exercises TEAM 8, Exercise p.400                     Text: Ch. 9, pps.400-01

                        Creating an Online Store                                                           Class to do p.401

4-17                 Presentations

4-19                 E-Marketing Ethics____________________________           Text: Ch. 10________

4-22                 E-Marketing Exercises TEAM 4, Exercise p.438                     Text: Ch. 10

                        Spamming                                                       

4-24                 The E-Marketing Plan                                                               Text: Ch. 8

4-26                 Designing the Plan                                                                     Text: Ch. 8__________

4-29                 E-Marketing Exercises TEAM 9, Exercise p.355                     Text: Ch. 8, pps.355-56

                        Strategic Planning for Online Marketing                         Class to do p.356

May 1              Last Day of Class- Final Review

May 6              Class Final @ 8:00-10:00

 

 

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WHEN YOUCOMPLETE THIS COURSE, YOU SHOULD BE ABLE TO DEVELOP A COMPREHENSIVE MARKETING PLAN FOR A BUSINESS OR AN ORGANIZATION. YOU WILL BE ABLE TO:

1.         Discuss the impact of technology on marketing strategies.

2.         Understand what is cutting-edge and what should be cut out.

3.                  Know how to develop and e-marketing strategy.

4.                  Improve your overall marketing skills.

5.                  Know what is involved in bringing technology into your career.

6.                  Know the language of electronic marketing technology.________________________________

 

 

Marketing 40970 is a special applications course in your marketing curriculum. In it you will be called upon to exercise your knowledge of basic marketing principles and how those principles are applied in the organizational setting. There will be an ample number of exercises to experience decision-making in a number of areas.

 

Course Philosophy

 

The landscape of marketing is undergoing eruptive change because of technology. It is eruptive because no one has been able to predict with any reliability how, when or exactly what changes will take place in the near term. Perhaps when all the sound and fury are over, nothing in marketing will be changed. Doubtful, but possible.

 

This course is designed to find out first hand how marketing is adapting to the use of new technologies. The initial information offers a mixed bag of results. The stock markets have blessed and cursed several marketing strategies. Marketing professionals are being second-guessed in almost every area of strategy development.

 

What will drive this course is research. We will seek to find out as much as possible about how companies/organizations are using technology. The key terms in this research are recency and quantity, i.e. we want to examine the latest information about the most companies.

 

Class assignments and Team Project

 

There will be a number of class assignments related to the chapter material.

a.       There is a vocabulary list at the end of each chapter. You will be responsible for knowing those terms.

b.      There will be a number of Internet exercises to do, both as individuals and as a team.

c.       There will be some outside case readings that will be assigned

 

There will be a team project. Basically, these are 2-person teams. Each team will make 2 presentations. One will be on a textbook exercise and the other will be on a cutting edge subject from a list provided by the textbook authors. These presentations will occur throughout the semester and not all at the end of the course.

 

The cutting-edge project will be 6-10 pages in length with ample references. The presentation will be using an electronic tool.

 

 

Tests and Quizzes

 

There will be 2 major tests and a number of quizzes. The quizzes will cover end of the chapter material, particully the vocabulary.  I will announce a possible quiz and the potential material probably the class before the quiz will be given. 

 

Class Attendance Policy

Due to the intensity of the course, I expect 100% class attendance.  There are a significant number of in-class cases to do and if you are not present, you obviously cannot participate and I cannot evaluate you.  Unexcused absences will lower your overall grade.  Roll will be taken each period.  Each absence will result in a 25 point reduction from your total points at the end of the semester.  The University Handbook outlines the Official Attendance Policy.

 

For this class, I will allow you to make up work for a missed class if it was due to official university absence, an illness with appropriate medical excuse and for job interviews, providing you fill out the interview memo format found on my web site.  You will not lose attendance points in these situations.  If you let me know of a potential attendance problem beforehand, I will allow you to make up work, but the absence will be counted.

 

Class Participation

Verbal classroom participation is expected.  I especially would like you to see your spontaneous thinking and comments.  It will help me to offer you constructive suggestions about the impression you make and what a contribution an organization can expect from you.

 

Because marketing is perhaps the most creative functional area in a business, you should develop your own marketing style.  To that end, I do not tolerate shared answers on tests or cases.  If such activities are detected, it will result in an automatic “F” for the course.

 

This course is balanced between lectures and cases.  I will provide you with key material through lecture and reading of the textbook.  You will provide me feedback through class participation in problem-solving cases.

 

Your grade will be determined by the following activities:

Tests: 1 +Final

Presentations: 2

Quizzes: 5

Class Exercises: 5 (out of 7)

 

Course Prerequisites

A grade of “C” or better in Marketing 30153 and a senior in good standing.

 

Academic Honesty

The University Catalog describes the academic honesty policy.  Plagiarism and cheating will be dealt with in accordance to that policy.

 

 

Students with Disabilities

 

If you require accommodation for a disability ( physical, learning, or otherwise), please contact the Coordinator of Academic Services for Students with Disabilities.  Once I receive a letter from the Coordinator’s office, which addresses the accommodations necessary to meet you needs, we can work out a satisfactory solution.

 

 

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NOTE: This syllabus represents my intentions before the semester starts. Be aware that dates and topics may change with little or no notice. Tests may be given on dates other than those appearing on the syllabus. Pay attention in class for verbal notifications or changes. If in doubt or you have any questions, contact me by telephone, email, or visit me at my office._________