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Internet Marketing Marketing via the World Wide Web CourSpring, 2008and Information MRKT 266 MRKT 266 - Marketing on the Internet: Syllabus MRKT - 266: INTERNET MARKETING Welcome to the Marketing program and Internet Marketing. You must take the time to read and study the following information, as it will probably answer many of the questions you m ay have about the c ourse. It is the student' s obligation to read, understand, and abide by the policies outlined in this syllabus. Course Catalog Description : Students will learn how the Internet has becom e an indispensable tool for business and the role that Web sites play in marketing products and services. Students will learn the advantages and disadvantages of Internet marketing, and how to build a site that reflects good m arketing practice. The course also covers W eb hosting options, costs, site content, and s ite maintenance. NOTE: Although the course does cover basic site development and good marketing practice, it does not cover detailed HTML programming. (Prerequisite or co-requisite: MRKT 101 or MRKT 105 or MRKT 111, minimum grade of “C” or permission of instructor.) Course Objective: Students will learn how the Internet has becom e a necessity in modern business, and discover how this m edium can assist in marketing. The Internet is an extremely useful tool for marketing planning, and has become a necessary and integral part of a firm ’s marketing mix. The prim ary objective of the course is to focus on how the Internet can serve as an invaluable resource for the marketer. Narrative: Internet Marketing is designed give students a practical, hands on understanding of how the Internet can be us ed in marketing, business and our personal lives. Web sites for electronic com merce and marketing have become the most exciting new development in business for many years. There are 2 academic perspectives of the course - one being “how to market on the Internet” - the other “how products and services are m arketed to us via the Internet”. MRKT 266 – Internet Marketing is a hybrid of inform ation - marketing and technology. Web surfers will greatly benef it from the marketing orientation and m arketing students will benefit from a much improved understanding of Internet technology. Run date: January 29, 2008 1 Syllabus266 MRKT 266 - Marketing on the Internet: Syllabus What this course does NOT cover: It may seem unusual to cover what we don’t cover - but the title m ay lead to misinterpretations of what this course is a bout. It is not the goa l of MRKT 266 to turn students into W eb m asters, graphic de signers, nor HTML program mers. Som e mistakenly believe after this course they will be able to design a sophisticated e- commerce site to com pete against Am azon. Those areas require a separate and comprehensive technical curriculum . It is the marketer’s role to take good m arketing practice to those technology specialists. As such we learn how to develop basic W eb sites reflecting good m arketing practice, but we do not cover detailed HTML programming techniques, advanced W eb site nor e-com merce design. W e also don’t cover specifics on how to sell off all your old items on e-Bay. What will I learn?: You will learn about the Internet from its beginnings until present day and the advantages and disadvantages of m arketing on-line. You will develop a strong foundation in m arketing as it relates to th e Internet. You will learn the m arketing essentials f or appropriate Internet Ma rketing and will actually build a website incorporating all the m arketing ingredients for you to get started in business. Your site will include hyperlinks, photos, text, colors, background, etc. In fact students have taken sites developed in this class and used them for business after the sem ester ended. You will learn practical skills. Required texts, software, and materials: Internet Marketing: Foundations and Applications ; Siegel, Carolyn; 2nd edition; Houghton Mifflin; 2006; ISBN 0-618-51999-8; primary text for lectures and tests. PageBreeze, a free HTML editor. Download this to your personal computer to work on your website at hom e. Please go to www.pagebreeze.com and click “download free HTML editor”. USB Flash Memory Drive: memory stick. Try to get at least 1GB. Course Logistics and Grades: The course is divided into 3 units. Following each unit is an objective type exam . There are additional Internet research assignm ents throughout the semester, weekly exercises, as well as required participation in the W eb site project. All exams are given in class. The student must maintain a test average of 65 or better to earn a passing grade for the course. Grades are based on the assignments, test grades, and project. This is a three credit course. Run date: January 29, 2008 2 Syllabus266 MRKT 266 - Marketing on the Internet: Syllabus Core Competencies: Communication: The student will communicate information and ideas clearly and effectively in the written and spoken form and will de monstrate effective listening and reading skills. Mathematical/Scientific Reasoning: The student will use mathematical and/or scientific skills and methods to organize information and develop and test conjectures. The student will also an alyze an d so lve p roblems an d in terpret th e resu lts within the context of practical applications. Creative Expression: The student will use visual, verbal or written methods of communication to articulate a response to the arts and/or humanities. Historical/Societal Analy sis: Th e stu dent will identify and analyze historical and/or societal issues as then impact current and future trends. Technology Literacy: The student will use computer systems and other appropriate forms of technology to achieve professional, educational, and personal objectives. MF/ Run date: January 29, 2008 3 Syllabus266 MRKT 266 - Marketing on the Internet: Syllabus MRKT 266: STUDENT INFORMATION SHEET Course Number/Section: MRKT 266, Secti___________________________________ Meeting Times:_______________________Location:_________________________ Marketing Team Faculty and Staff: Name Title Telephone e-mail/web address ▯ Michael "Spike" FowlerProfessor (732) 224-2921 firstname.lastname@example.org email@example.com www.spikefowler.com Instructor's Mailbox Location: Business Division Office, off lobby in Larrison Hall Instructor's Desk Location: Larrison Hall, Second floor, West Wing, Room 208 Instructor's Office Hours: ___________________________________________________ Semester Begins:______________________Ends: _______________________________ Last Date to Withdraw from this Class: ________________________________________ College Policie: please refer to the Student Handbook for information regarding: • Brookdale’s Academic Integrity Code • Student Grade Appeal Process • Student Conduct Code Notification for Students with Disabili: If you have a documented disability and would like to request accom modations and/or academ ic adjustm ents, contact the Disability Services Office at (732) 224-2730. Brookdale provides support services for all students with disabilities. Any student with a disa bility can m ake an appointm ent to request accommodations. Course Requirements : to pass this course and earn 3 academ ic credits, you m ust complete the following requirements: ▯ Maintain a minimum test average of 65 for the 3 required exams ▯ Complete the marketing worksheet and receive a passing grade ▯ Complete the Website project and receive a passing grade ▯ Complete the required assignments (e-mail, join the listserv) ▯ Maintain attendance standards as outlined in this syllabus Run date: January 29, 2008 4 Syllabus266 MRKT 266 - Marketing on the Internet: Syllabus Instructor's Testing and Grading PolicyPassing grade is 65; final grades are based on 3 parts, each counting one-third; the 3 unit tests (33.3%), the m arketing worksheet assignment (33.3%), and the Website project (33.3%). Additionally, you are required to join the listserv and there are two extra e-mail assignments which must be completed, but are not counted as part of the final grade. Students m ay, with instructor' s approval submit term projects for upgrade, however, please note the attendance requirement. 90 or > = A Excellent; not attainable w/more than 2 unexcused absences 80 - 89.4 = B Good; not attainable w/more than 3 unexcused absences 70.0 - 79.4 = C Satisfactory; not attainable w/more than 4 unexcused absences 65.0 - 69.4 = D Marginal; not attainable w/more than 4 unexcused absences <65 = F Unsatisfactory (work not completed) =INC Incomplete; not attainable w/more than 2 unexcused absences Website and Marketing Worksheet projects grade conversion: A+ = 100 C+ = 78 A = 95 C = 75 A- = 90 C- = 70 B+ = 88 D+ = 68 B = 85 D = 67 B- = 80 D- = 65 Grade Descriptions and Interpretations: The Marketing professor is charged with a subjective interpretation of your work that can often be a difficult task – unfortunately, it is not a science. The descriptions below fundamentally describe the criteria. What is an "A"?:a grade of "A" signifies outstanding work that is difficult to improve on. With a "+", the project is perf ect with no possibility of im provement. A m inor improvement or several m inor adjustments would describe an "A" or "A –". It further shows that great effort and integrity were put into the project with an outstanding outcome by which all other projects would be measured and compared. What is a "B"?:a grade of "B" signifies good work, that is clearly above average, but not perfection – it could be improved with some moderate fixes – the effort and integrity are evident, but the outcome could be improved. With a "+", the project is very good, but not outstanding. More significant improvements could be made with a "B" and a "B -" is just above average. What is a "C"?: a grade of "C" signifies average wo rk, that would not be described as good or bad – it is average. It would further typify typical college level work that could be improved. Additional effort and integrity could result in an improved outcome. With a "+", the project is slightly above averag e, but neither good nor outstanding. A "C –" project is slightly below average that needs improvement. What is a "D"?: a grade of "D" signifies below average work, that m eets only very minimal standards. With a "+", the project is slightly below average. A "D –" project is near failure. Run date: January 29, 2008 5 Syllabus266 MRKT 266 - Marketing on the Internet: Syllabus Attendance and Testing Policy : tests must be taken in class on the day and time they are scheduled. Unexcused absences do not waive the student' s obligation to take the exam on the scheduled day. Students who do not ta ke the test on the scheduled date will receive a grade of 0. W ith the instructor' s permission, the student will be perm itted to take a makeup examination where the maximum achievable grade will be 65. Instructors may grant exceptions via adva nce arrangements, or for m edical, legal, personal or other bona fide reasons wh ere students can provide valid written documentation for the absence. As a genera l guideline, employers requiring students to work during a regularly scheduled class is not considered a valid absenc e. Expressed in simple and absolute terms, cutting an exam will result in a grade of 0 unless the student has m ade advance arrangements or produces valid docum entation for the absence. Additional Attendance and Lateness Policies: 1. If late, see instructor at end of lecture 2. No credit for attendance if student leaves at the break. Students must notify the instructor if they intend to leave. 3. Credit only for half attendance if student arrives excessively late or leaves early 4. If out for illness or travel, see instructor 5. Not eligible for upgrade projects if you have more than 2 unexcused absences If you cheat : any student utilizing notes, recei ving assistance in any way, or cheating on an exam or assignm ent, will receive a zero grade for that exam or assignment. The student will also forfeit the opportunity to re-test on that exam or assignment. Expressed in sim ple and absolute terms - if you cheat in any way, you will not receive credit for the course. Deadlines are extremely important: Grade penalties are invoked for any missed deadlines Incomplete: a grade of INC m ay be assigned for students who have been actively participating throughout the term and approach the end of the term s without having completed all the course requirem ents satisfactorily. A student w ho receives a grade of Incomplete may continue work to a date as determ ined by the department. If the student does not com plete the requirem ents by the established date, the grade of INC will be changed to an F. Requirements for eligibility are listed below. Marketing Team's Incomplete Grade Criteria: 1. No more than 2 absences 2. Must have taken 2 of the 3 required examinations 3. Must file appropriate forms within the prescribed time 4. Deadline for completion this term is:____________________________ Run date: January 29, 2008 6 Syllabus266 MRKT 266 - Marketing on the Internet: Syllabus Instructor Policies (strictly enforced!): 1. Please have the computers turned OFF at the start of class. 2. Please clean the area around you of paper, etc. not related to our cours e. 3. During the lecture part of class, you will be asked to turn your monitor OFF. 4. No “instant messaging”, web surfing, gaming, or working on other projects. 5. Absolutely, positively no food or drinks may be consumed in the lab. 6. Please turn off cell phones during the class. 7. Students arriving a bit early can help by checking the printers for paper, and making certain the board is clear. Notes: MF/ Run date: January 29, 2008 7 Syllabus266 MRKT 266 - Marketing on the Internet: Syllabus MRKT 266 - LECTURE SCHEDULE Siegel - Internet Marketing 2e and supplementary lectures Fifteen Week Schedule Lecture Date Unit Chapter Title 1 1 Introduction; to Marketing on the Internet; course logistics; basic and advanced search strategies Marketing worksheet (download and begin) 1 A Marketing Perspective in the Internet Age 2 1 2 Internet Fundamentals: Operations, Management, the Web, and Wireless Lecture: Internet Basics Marketing worksheet (ongoing) e-mail and listserv assignment 3 1 3 Identifying Internet Users Lecture: What the Web Can and Can’t Do Marketing worksheet (ongoing) 4 1 4 Taking Marketing to the Net Lecture: What Websites Cost First e-mail assignment due Marketing worksheet (ongoing) 5 1 5 Legal and Ethical Issues; Privacy and Security Concerns Lecture: Web Hosting Options Marketing worksheet assignment due Working with PageBreeze HTML editor (weekly to end) Review for the Unit 1 examination 6 Unit 1 Examination 2 6 Taking Internet Marketing International Lecture: Site Content Website presentation lottery 7 2 7 Taking Marketing Research to the Net Lecture: Interface Elements and Features 8 2 8 Using Data Tools to Enhance Performance Lecture: Site and Page Design Run date: January 29, 2008 8 Syllabus266 MRKT 266 - Marketing on the Internet: Syllabus MRKT 266 - LECTURE SCHEDULE - Continued Lecture Date Unit Chapter Title 9 2 9 Product in the Internet Marketing Mix Lecture: Saving Money in Site Design 10 2 10 Price in the Internet Marketing Mix Lecture: Working With a Web Designer Website presentations Review for the Unit 2 examination 11 Unit 2 Examination 3 11 Place in the Internet Marketing Mix Lecture: Uploading Your Site Website presentations 12 3 12 Promotion in the Internet Marketing Mix Lecture: Directing Visitors to Your Site Marketing letter due (e-mail w/attachment) Website presentations 13 3 13 The Web Marketing Plan Maintaining Your Site Website presentations 14 14 Marketing Site Development: Content, Design and Construction Review for the Unit 3 examination Website presentations 15 Unit 3 Examination Website presentations Final grades Instructors may alter the lecture schedule to allow for field trips, videos, guest speakers, college closings, etc. Run date: January 29, 2008 9 Syllabus266 MRKT 266 - Marketing on the Internet: Syllabus UNITS AT A GLANCE Siegel Unit Title Chapter 1. Introduction to the Internet and the Environment of Internet Marketing A Marketing Perspective in the Internet Age................................................1 Internet Fundamentals: Operations, Management, the Web and Wireless....2 Identifying Internet Users........................................................................ ......3 Taking Marketing to the Net ........................................................................ .4 Legal and Ethical Issues; Privacy and Security Concerns.............................5 Lecture Material Internet Basics........................................................................ ..........Lecture 2 What the Web Can and Can’t Do.....................................................Lecture 3 W hat Websites Cost........................................................................ .Lecture 4 Web Hosting Options.......................................................................L ecture 5 2. Information for Competitive Marketing Advantage Taking Internet Marketing International.......................................................6 Taking Marketing Research to the Net..........................................................7 Using Data Tools to Enhance Performance...................................................8 Product in the Internet Marketing Mix..........................................................9 Price in the Internet Marketing Mix............................................................10 Lecture Material Site Content........................................................................ ..............Lecture 6 Interface Elements and Features.......................................................Lecture 7 Site and Page Design........................................................................ Lecture 8 Saving Money in Site Design...........................................................Lecture 9 Working With a Web Designer......................................................Lecture 10 3. The Internet Marketing Mix Place in the Internet Marketing Mix............................................................11 Promotion in the Internet Marketing Mix ...................................................12 The Web Marketing Plan ........................................................................ ....13 Marketing Site Development: Content, Design and Construction ..............14 Lecture Material Uploading Your Site.......................................................................L ecture 11 Directing Visitors to Your Site.......................................................Lecture 12 Maintaining Your Site....................................................................Lect ure 13 Run date: January 29, 2008 10 Syllabus266 MRKT 266 - Marketing on the Internet: Syllabus MRKT 266 - UNIT CHECKLIST Exam Unit Test score Unit 1 Introduction to the Internet and the Environment of Internet Marketing Chapters 1, 2, 3, 4, 5 `` Lecture Notes: 2, 3, 4, 5 ______ Unit 2 Information for Competitive Marketing Advantage Chapters 6, 7, 8, 9, 10 Lecture Notes: 6, 7, 8, 9, 10 ______ Unit 3 The Internet Marketing Mix Chapters 11, 12, 13, 14 Lecture Notes: 11, 12, 13 ______ Internet Worksheet Project: Grade = ______ Website Assignment: Grade = _________ Assignment #1 (e-mail) ▯ Assignment #2 (joining the listserv) ▯ Notes: Run date: January 29, 2008 11 Syllabus266 MRKT 266 - Marketing on the Internet: Syllabus REQUIRED MARKETING ASSIGNMENTS Hardware Requirement : Students will need a USB f lash drive m emory stick f or assignments. They are available at the Colle ge Store or at office supply and com puter stores. Memory sticks must be brought to class each week. Assignments: to be typed during class using Microsof t Word. Be prepared each week to present your materials to the class. Download the Marketing Worksheet Go to www.spikefowler.com and follow links to Marketing on the Internet/Website project. Download and print out the Marketing Plan worksheet template. Begin to enter this tem plate on to your m emory stick. You will be working on this tem plate each week until your marketing plan is com plete and ready to be submitted (counting as 1/3 of your grade) Getting Started With PageBreeze This is a new program for the Spring Semester 2008. Software lessons, file management and the entire logistics of managing this program are still under development. Since this is new to ev eryone, including the instructor, it will be a class “cooperative” process whereby we will all learn from each other as we progress. We need to be flexible! Goal #1: file management . Need to set up a file m anagement system on our portable USB flash memory drives to save and transport images and files between the computer lab and home systems. Goal #2: software navigation . Need to learn the basics of m oving around the program discovering the various features including template pages Goal #3: web development . Once the first two goals are m et, need to begin development of individual websites. Run date: January 29, 2008 12 Syllabus266 MRKT 266 - Marketing on the Internet: Syllabus Internet Marketing Required Project Information - Graded Project - 1. Creation and presentation of a marketing Website : students are required to create a Web site, designed to market your product or service. You will be given cla ss time to work on the site. We’ll start with basic company information - the name, the products/service, the location, address, telephone, fax, etc. W e proceed from there to build and sophisticate the site. You will learn how to construct the site using PageBreeze, an HTML editor that make web development relatively easy. You will ultimately present your site to the class, using the network computer. You can explain how you developed the business concept, the principles of sound marketing practice incorporated into your site, and some points about site aesthetics. The class will critique your site according to a five point scale: 5 Points Exemplary site - perfect 4 Points Proficient - good, but not perfect 3 Points Proficient -acceptable, but some errors 4 Points Fair - some errors and needs improvement 1 Point Poor – major omissions or many errors and needs remediation Grading: Your site will be evaluated by the class a nd professor according to sound m arketing practice, content and feature, site aesthetics including colors, graphics and typography, ease of navi gation through internal and external links, details including hover text, as well as your overall integrity and the quality of your presentation. Your site must contain (as a minimum) the below listed elements. Deadlines, Deadlines!: Fortunately - or unfort unately, the real world revol ves around deadl ines. Thi nk of t he term “deadline”! It’s a line that if you cross - you’re dead! Therefore, so as to replicate the real world business environment, you will be penalized via a grade reduction if your presentation deadline is broken. That’s pretty lenient, as in the real world you’d probably be fired. Site Requirements: ▯ A homepage and a minimum of 3 additional pages ▯ At least one table, properly designed and formatted ▯ One or more illustrations (photo’s, clip art) imported from another site ▯ A scanned photograph of yourself ▯ At least one thumbnail photo linked to full size photo ▯ Working links to each internal page and several external links ▯ Appropriate formatting of title, copy, and navigation text ▯ A background theme or color, presenting a unified look ▯ Adequate content to support effective marketing; must support the 4 p’s. ▯ Appropriate checks for spelling, punctuation, grammatical and typographical errors Run date: January 29, 2008 13 Syllabus266 MRKT 266 - Marketing on the Internet: Syllabus Site Requirements (continued): ▯ Artful and effective aesthetics and marketing ▯ A useable URL that could be registered ▯ Location of a site host with rates and details ▯ Hover text (referred to as “alternate text”) Marketing Requirements: ▯ Name, address, zip, telephone, fax, e-mail links ▯ A business slogan ▯ Content about your business and what you do ▯ Mission statement ▯ List and description of products ▯ Differential advantage - why shop on our site; what is the quality of products/services? ▯ Where the products/services are available ▯ Complete pricing information ▯ Special promotions and events ▯ Links to other pages and sites relevant to your marketing efforts ▯ Awards, testimonials, certifications, accolades, records ▯ Appropriate checks for spelling, punctuation, grammatical and typographical errors Eight Tips for a Great Presentation 1. Planning: Get started well before your deadline. If something goes wrong (lost files, problems with links, etc.), you’ll have time to fix the problem. 2. Business: develop an interesting business venture 3. Dress: Dress for the occasion; assum e you are making a presentation for your new career in marketing. Cancel the jeans and sweatshirts. 4. Speaking: Speak up wi th pl enty of vol ume and an aut horitative t one. Know y our subject material. Don’t ask y our professor “what do y ou call that again?” B e confident about your product or service. 5. Terms: Terms, terms, terms. You must come to terms with your Website (bad pun isn’t it?). The more Internet and marketing terms that show you can speak t he language, the better impression you’ll make. 6. Interest: Add some humor - add some human interest. Include a photo of yourself (requirement) as well as y our friends and fam ily. Show something funny - t ake some scenic photos - Get creative! 7. Avoid Tragedies: each of the following have happened in this course; memory sticks lost and left behind in class, disks placed on top of powerful car speaker m agnets corrupting files, student selects boring business, then changes mind after 6 weeks of work, and st udent doesn’t back up files and become corrupted. Think – avoid tragedies! 8. Problems: Your grade will suffer if – your links don’t work or there are technical flaws on your site, your presentation is late and if you don’t use correct Internet and marketing terms. Run date: January 29, 2008 14 Syllabus266 MRKT 266 - Marketing on the Internet: Syllabus Internet Marketing Required Assignments Information - Two Non-Graded Projects - 1. E-mail to Instructor - story about y ourself: students are required to send an e-m ail to Professor Spike Fowler. The address is firstname.lastname@example.org. Please follow these steps: A. Pu t email@example.com in the address line B. Put your name in the subject line C. In the message part, complete the next section. Do NOT i nclude the next section as an attachment. D. Using appropri ate net iquette (see Rules for Using the Listserv ), t ell a “st ory” about yourself - perhaps where y ou grew up, graduat ed el ementary and high school, your hobbies, interests, sports, school status, where you work, your family, travels - vacations, goals, aspirations, career hopes. You coul d incorporate the classic YouTube “50 Things About Me” concept. Please do y our best t o m ake i t i nteresting, i nformative, and complete. E. Run the spellchecker. Sending an e-m ail without this step accomplishes 2 things. First, gross misspelling broadcast stupidity, and secondly, it says to the recipient “I don’t care enough about you to spend 10 or 15 seconds running the spell checker”. F. Send the e-mail. G. Deadl ine = lecture 4: _______________ Run date: January 29, 2008 15 Syllabus266 MRKT 266 - Marketing on the Internet: Syllabus 2. Join the listserv: The listserv will greatly benefit all m arketing students, virtually linking every student with every student. It will be es pecially helpf ul in sharing notes, ideas, comments, test reviews, information, etc. When you send a m essage to the listserv, it autom atically sends it to all others in the group. If there is a question about a term, for exam ple, asking the question will circulate it to all subscribers, who are then free to respond. If som eone submits a test review, again as an exam ple, it could be ci rculated to all group m embers. The list is exclusive to Brookdale MRKT 266 students, and membership is regulated and controlled by the professor. You will automatically be taken off the listserv at the conclusion of the semester. Easy Steps to Join the Listserv: 1. Using your standard e-m ail client (pr ogram), send a blank m essage, with your name on the subject line to firstname.lastname@example.org 2. Topica will send back a form – fill it out and “Submit” 3. Wait for e-mail confirmation from Topica that you have been accepted. Your step #1 generates a m essage to Professor Spike Fowler, the listserv adm inistrator. I have to “let you in”. This prevents outsiders from crashing our group. Your name in the subject line identifies you to me as a current student. 4. If I approve, you’re joined! 5. Trouble shooting errors. It’s alm ost im possible to go wrong! The 2 m ost common errors are: forgetting the hyphen between 266 and subscribe in step # 1 and typing tropica instead of topica. One Easy Step to Use the Listserv: 1. Send your messages as standard, regular e-mail to email@example.com Rules for Using the Listserv: 1. Your messages must be signed with your full name (I must be able to identify the sender) 2. You must practice effective business communications by using proper netiquette; NO ALL CAPS (shouting), no all lower case (lazy), no punctuation sho rt cuts such as lower case “i” for “I”, no im mature em oticons :-( , no chat room abbreviations (IMHO, LOL, etc.); no flam ing; no “m e too” postings such as “I agree”, and you m ust run the spell check before sending (gross m isspellings broadcast stupidity). 3. If you break the Rules for Using the Listserv, you will be removed from the list. MF/ Notes: Run date: January 29, 2008 16 Syllabus266 MRKT 266 - Marketing on the Internet: Syllabus Marketing on the Internet Upgrade Projects Information Summary overview of this section: 1. Projects are only for st udents who want to improve grades above what they earned by test average. 2. You may only begin with approval from the instructor. 3. The project number and integrity level is to be determined in advance between the instructor and student. 4. Projects may be used to boost passing grades only. 5. Successful projects typically boost the grade one l evel only. St udents should not expect a term project to move them from a D to an A. 6. Projects should be started 1/2 to 3/4 through the semester and submitted before the end of the semester. 7. You are el igible t o com plete a project for an upgrade i f y ou m eet t he at tendance requirements. Since upgrades are a privilege and reflective of academ ic integrity, you m ay not have more than 2 unexcused absences. Please review this section carefully before beginning projects: All papers submitted for upgrades must be word processed or typewritten on standard 8 1/2" x 11" paper. Everything submitted must be typed, including labels, charts, etc. Projects will be evaluated on their individual m erit; there will be no autom atic c onferring of grades sim ply because papers were "completed". Important: the cover must contain the report title, your nam e, address, student ID#, telephone number, course and section, instructor's name and title, date, and the project assignment written out as it appears. Grading will be based on integrity, information and presentation. Briefly, integrity is the effort that a student puts into a project, and includes the scope of the topic, the depth, the insight, etc. Your paper must represent your personal perspective of t he topic. Inform ation simply looked up i n some research volume or downloaded from the Internet and transcribed is not acceptable. Information refers to the content - is it up to date, relevant, informative, and fulfill the project requirements? Presentation refers to the way your inform ation is com municated. It should be well researched, neat, proofread for spelling, typographical, punctuation and grammatical errors, and where appropriate, contain footnotes, bibliography, and appendix, in the proper format. Where appropriate, your pape r should open by “setting the scene” via a good introduction. Follow with the text, and close with a conclusion or summary. The paper must reflect your writing skills and opinions, and perhaps m ost importantly - reflect personal thoughts about the topic. Projects that are simply strung together quotes or downloaded information from the Internet will not be accepted. Information systems and effective communications have become high technology priorities - it is the trend for today. Please let your papers reflect these trends. If you need help, please ask. Your instructor will be happy to assist you with your projects. Run date: January 29, 2008 17 Syllabus266 MRKT 266 - Marketing on the Internet: Syllabus Which project should I do? How long should it be? When should I submit it? First, you should start your project about 1/2 to 3/4 of the way into the term and submit it near, but not at the end of the term . This way, you'll know how you're doing on the tests, and that will answer whether you have to do a project, which one, and how long. You should select a project that will give y ou enough credit for the upgrade. Your judgment on what will motivate the instructor to award the points is the key to success. Sample Cover Page Information: A Brief History of Computing Through Time: From Charles Babbage to Window’s Vista Operating System Report #3: Using at least two sources of information, write a report on the development of computers through modern times. Include information on the early developers of computer systems such as Babbage and Hollerith. Joseph Software MRKT 266-80 123 Main Street, Anywhere, NJ 07700 (732) 123-4567 Student ID#194446 ProfessoJuly 11, 2008r Run date: January 29, 2008 18 Syllabus266 MRKT 266 - Marketing on the Internet: Syllabus Project Topics 1. Using at least 3 sources of i nformation, write a report on t he development of com puters through modern times. Include information on early com puter experi ments such as done by C harles Babbage and others. 2. Computers are cont rolled by microprocessors such as t he long outdated 8088, 80286, 80386, and 486. Intel then introduced the Pentium series such as the Intel Pentium II, Int el Celeron, Intel Pentium III, IV, etc. W hat is a microprocessor and how do they affect com puter speed and performance? Descri be how microprocessor selection and speed m ay be an i mportant business decision when purchasing a com puter. W hat new devel opments are i n t he works for microprocessors that may profoundly affect the future of computing? 3. Write a det ailed report on t he purpose and app lications of bot h spreadsheet s and databases to marketing. What is meant by the term "Database Marketing"? How woul d a database improve a firm's marketing performance? 4. Using current computer magazines such as, PC World, Windows Sources, (there are many to choose from), find information on at least two different software programs in business. Based on reviews and application of these programs, report on the types of businesses that would be able to make use of such programs. How would they assist the marketing process? 5. Utilizing at lease two sources of inform ation, describe networked computer systems, as opposed to stand alone stations. What are a LAN and a WAN? What is Wi-Fi? Show how networks can help optimize business and marketing productivity. 6. Using at least two source of inform ation, trace the development of Microsoft Corporation. Show the interrelationship between Microsoft and corporate giant IBM. What marketing implications are there for both Microsoft and IBM? 7. Chronicle the legal debate surrounding Netscape's and Microsoft's Web browsers. What are the key contentions of each side? W hat is the current status of the proceedings? W hat are your viewpoints? What are the implications for Netscape and Microsoft on the final legal decision? 8. Using at l east t wo sources of i nformation, show t he appl ication of com puters i n one of t he following marketing related areas: direct mail, order processing; telemarketing; sales; UPC pricing in retailing; inventory control; shipping/transportation; or other area approved by your instructor. 9. Report on portable computing. How can pen based computers, palmtops, PDA’s, cell phones and notebook computers increase business productivity? Show how t hey could be used effect ively in the field of marketing. What new technologies are now available and what might be ahead. 10. Using at least two sources of i nformation, report on a com puting "visionary". Exam ples include Bill Gates of Microsoft, Steven Jobs of Apple, and Michael Dell, the founder of Dell Com puters, who from his dormitory room in college, created the 4th largest computer company in the U.S. 11. Report on m arketing over t he Internet. How does a busi ness establish a W eb page? C ontact a marketer who uses a Web page on the Internet and report on how successful a marketing tool it has been for their business. How might marketing and advertising over computer networks change the face of modern marketing? Run date: January 29, 2008 19 Syllabus266 MRKT 266 - Marketing on the Internet: Syllabus 12. Visit and interview a Web page developer. What are important criteria to include on a home site? What marketing considerations do they include? How do they get key words into the search engines? What are costs associated with developing and maintaining a Web site? How do they get paid? How do they estimate site development costs? Who are their clients, and how do they get them? 13. Locate and visit each of the Web sites of the following and answer the questions that follow: Brookdale Community College Professor Michael Fowler Monmouth County Park System Echo Movement (Shore area based band) Belmar Cam (live cameras at the boardwalk and marina) Boat House Bar and Grill (Belmar, NJ) 1. Who is the intended audience of the site? 2. What are the scope, size and purpose of the organization? 3. What benefit does the organization provide? 4. What is the focus of the firm's work? 5. Evaluate each website according to criteria established in this course 6. What is your overall impression of the firm and its work? 14. Describe the general concept behind operating systems. What is DOS, and how did it set the scene for graphics based software such as Window s 3.1, Windows 95, Windows 98, Windows NT, and Windows XP and Windows Vista. Describe one other operating system such as Mac, OS2, Unix, etc. 15. Contact someone in sales that is highly "connected" and report on how they use their notebook or palmtop computer in the field. Describe their system and detail how it increases their productivity (if it does!). 16. Describe the decisions and tasks ahead of you if you wanted to purchase a computer system at home. Where do you start looking, and how do you compare features? What specifications would be important? Since there is such a vast array of computers, and seemingly endless combinations of configurations, how are marketers selling systems to consumers? What is most important to you - where you buy it, the brand name of the computer, or how it is configured? What would be "mistakes" to avoid for first time purchasers? 17. Other projects may be submitted! Suggest, in writing, a paper related to computers and marketing to your instructor. Based on approval, proceed with the topic. 18. Pick 5 local retailers and evaluate their site s according to good marketing practice. How do they compare with the information offered by in this course? How would their sites hold up to the criteria held in this course for student sites? MF/ Run date: January 29, 2008 20 Syllabus266
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