Syllabus  

Class Schedule  

Class Notes  

Homework  

Handouts  

Internet Marketing
MKT 390 - 401

Instructor Jim Gleason 
Phone 232-3546 (w) 
367-7536 (h) - before 10 pm
Email jgleason@lexmark.com
Class Homepage http://www.buzzwordinc.com/uk
Office hours By appointment; after class or other
Required text E-Marketing (2nd edition) by Judy Strauss & Raymond Frost
Prentice Hall ISBN # 0-13-032264-4
Objectives To understand the issues, opportunities, business models and techniques associated with e-marketing, particularly the Internet, and to further incorporate these elements into the traditional framework of marketing using concepts and theories familiar to marketing/business students.
Policies
  • Attendance is strongly encouraged. Assignments must be turned in on time and in person. Therefore, absences will affect your grade.
  • Each student should come prepared to discuss the assigned material. Your participation grade depends on attendance and preparation. In-class exercises count toward your participation grade.
  • Any student who misses an exam will be given a zero for that exam unless due to an excused absence or actual death. In such case, a make-up exam will be given. (Refer to Students Rights and Responsibilities Part II, section 5 covering excused absence policies.)
  • Late projects will forfeit one letter grade per day unless covered by the excused absence rules.
Grading Criteria
  • Participation  10%
  • Homework  15%
  • Project  25%
  • Mid-term Exam  25%
  • Final Exam  25%
Homework Assignments will be posted on Web site each week. Lowest homework grade will be dropped. Nature of assignments will be to review/report on articles, critique Web sites, etc.
Project Description Students will work individually on an industry study project that will be due the last class session. The project format will be typed, double spaced maximum ten (10) pages in length (not including exhibits, title page, bibliography). Use MLA or AP style for citing references. The following grading criteria will be used:
  • Paper turned in on time (60 points)
  • Proper grammar, spelling, punctuation and format (10 points)
  • Thoroughness of research i.e., variety and number of sources (10 points)
  • Content quality and quantity i.e., no fluff (10 points)
  • Interestingness (10 points)

The paper will be a industry analysis project -- imagine a client is considering entry into a particular industry, and has asked you to present an analysis of this industry's viability relating to online vs. traditional bricks & mortar opportunities.  

The chosen industry should be one which avails itself of 1) readily available information 2) multiple competitors, both Internet and bricks & mortar 3) offering products, services or both.  Discussion should include freestanding online and bricks & mortar companies as well as companies that employ both approaches, and in each section of the outline below, both bricks & mortar and Internet companies should be discussed, compared and contrasted. Content to cover in the study:

Overview - be brief
 Quick history of industry, if appropriate
Explanation of any new technologies, if any
Description of products/services you intend to focus on Market Structure
 Competitors
Alternative Products &/or Services
Barriers to Entry
Bargaining Power of Buyers and Sellers Market Conduct and Performance
 Market Type
Pricing Issues
Cost, Innovation, Quality Issues, Demands or Requirements
Current and Projected Demand Strategic Recommendation
 Implementation Plan