MKT 445 01: Special Topics
E-Marketing

Spring Semester 2001
T,Th 2:30-3:45 p.m., BoA 240
Instructor: Dr. Randall S. Hansen
E-mail: rhansen@stetson.edu
Home Page: http://www.stetson.edu/~rhansen/
Office (BoA 210) Phone: 822-7495
Office Hours: T/Th, 10:00-11:00; T/Th, 1:00-2:30; Th, 4:30-6:00; and by appointment

Objective:

E-marketing is all around us -- the use of electronic data and applications for the most efficient delivery of customer satisfaction that achieve organizational goals while building customer relationships. E-marketing is the Internet and the Web -- the sexy stuff -- but also electronic databases, inventory systems, and much more.

Doesn't everybody have a Web site now? With billions of pages on every conceivable subject, how does the astute marketer break through? Who are the winners and losers of the Web marketplace?

These are the things this course is about. When you finish this course, you should have a solid understanding of e-marketing, have the ability to analyze Web sites, and understand the complexities of marketing on the Internet.

Texts

E-Marketing, by Judy Strauss and Raymond Frost.

Key Resources

Other Web pages that are essential to achieving success in this class include:
• Web Promotion Resources
• Web Marketing Resources

Grading

Grading will be done on a numerical scale during the semester, with a final letter grade determined at the end of the course. Each graded item has been given a point value, and the percentage of points to total points will determine grade. Eg., 802 points (out of total 875) is a 92 -- an 'A-.'

Plus/Minus grading will apply: 93-100 = A; 90-92 = A-; 87-89 = B+; 83-86 = B; 80-82 = B-; 77-79 = C+; 73-76 = C; 70-72 = C-; 67-69 = D+; 63-66 = D; 60-62 = D-; under 60 = F.

• Email Assignment -- 50 pts.
• Web Trend Report & Presentation -- 75 pts.
• Web Site Review & Presentation -- 75 pts.
• Activity Results & Discussion (50 pts. each; 8 in total) -- 400 pts.
• Team Project: Web Site Analysis with Recommendations -- 200 pts.
• Team Project: Web Site Analysis Presentation -- 75 pts.

• Total Possible Points -- 875 pts.

Please see the calendar for the most current due dates and reading assignments.

E-mail Assignment

The purpose of this assignment is to make sure each student understands the importance of checking and using e-mail -- both for this class and as a marketing tool. You can use your Stetson account or any other e-mail account as long as you have regular access to it at school and off-campus.

You need to e-mail the instructor the following pieces of information

• Your full name (and name you prefer to be called)
• Your campus box
• Your campus phone (or local phone if off campus)
• Reason you're taking this class
• Percentage of Super Bowl advertisers who will be dotcoms
• Best class ever taken at Stetson
• The thing you like most about Stetson
• The thing you like least about Stetson

Make sure you know how to create a "signature file" for your e-mail, and include your "sig" with your e-mail assignment. Once you develop a Web site, your sig should become a part of your Web promotion plan. Your signature should include at least your name, email address, and URL; some people add quotes, snail-mail addresses, job titles, company name, etc.

Web Trend Report & Presentation

The goal of this assignment is to have you find an interesting e-marketing related article, preferably using one of the online resources found at my Web Marketing Resources. You are not limited to this list, however, as articles can be found on e-marketing in many traditional business journals and magazines.

Please try and e-mail the article to the class at least one class period before you are scheduled to discuss it.

Please submit a one-page summary and analysis of your article and be prepared to lead discussion on the date you are assigned to do so. Your grade will be based on the combination of the strength of your written analysis and your abilities to lead discussion.

The schedule for this assignment can be found on the calendar.

Web Site Review & Presentation

You will be assigned a Website to review. This site may be a highly successful site, one that is in an uncertain state, or one that is now defunct. Please submit a one-page summary of your findings, and be prepared to lead discussion on the date you are assigned to do so. Please include in your review
• Market/Industry Group
• Web-based competitors
• Non Web-based competitors
• Target market
• Strengths/Weaknesses
• Reasons for success/failure

The schedule for this assignment can be found on the calendar.

Your grade will be based on the combination of the strength of your written analysis and your abilities to lead discussion.

Please note, for defunct Websites, a good starting place may be dotcomfailures.com

Activity Results & Discussion

Each chapter of the text has a number of activities related to the material found in those chapters. You will complete eight (8) of these activities, as assigned to you, which can be found on the calendar.

Please complete these assignments within one-page. Attachments and appendices are allowed, as needed.

Team Project: Web Site Analysis with Recommendations

This team project involves a semester-long analysis of a particular Web-based business Website.

Your team will produce a report (no longer than 10 pages) that examines the following

• Core business of Website
• Key competitors
• Target market
• Site strengths & weaknesses
• Search engine/link analysis
• Critical recommendations

There will be four teams this semester, with two teams to each client. The two clients this semester are

• Big E-Commerce. Client: David Bigman
• Quintessential Careers. Client: Randall Hansen

Reports will be graded according to the following criteria thoroughness of research, appropriate use of analytical tools and techniques, quality of analysis, comprehensiveness of critical issues and recommended solutions, writing clarity and form, and strength of report organization.

Team Project: Web Site Analysis Presentation

Your team will have up to 20 minutes to present your findings and make recommendations based on your written report.

Presentations are expected to be professional.

Grading will be based on the professional quality and style of the presentation.

Attendance

It is expected. You will not lose points for being absent from a class, however, no projects, quizzes, etc. can be made-up. Nothing can be made up unless arranged with the instructor prior to class.

Classroom Etiquette

This class is a discussion class, so speaking in class is a must!

However, please do not hold conversations with classmates whenever the professor or another student is speaking. Your undivided attention in class is a must. An atmosphere of mutual respect is in order.

The professor reserves the right to request a student to leave if his or her behavior seems inappropriate and disrespectful.

Etc.

I am always willing to see my students and will go out of my way to schedule meetings. Please make sure that if you make an appointment, that you keep it. Also, please do not call me at home later than 11 p.m. -- and never during Letterman! (But, you can email me at anytime.)

Print sources containing Internet marketing information include

• Business Week
• Forbes
• Fortune
• Marketing News
• Wall Street Journal

Times and dates are subject to change. Refer to the calendar for the most current assignments and due dates.

All work completed in this class is expected to be your own and original for this class.

Go back to Dr. Hansen's Courses Page.

Go back to Dr. Hansen's Wide World of Web