COURSE: Internet & ECommerce Marketing - IT 3550
CREDIT: 3 credit hours
SEMESTER: Fall Semester 2011
PLACE: Udvar Hazy Building 120
TIME: T/TH 1:00-2:15p.m.
INSTRUCTOR: Eric Pedersen
OFFICE: UHB 328
OFFICE HOURS: Mon 2:00-3:30p.m. Wed 1:00-4:30p.m.
SCHOOL YEAR: 2011-2012
A storage device (usb drive, etc.) is required.
REQUIRED TEXT:Marketing Metrics - The Definitive Guide to Measuring Marketing Performance, 2nd Edition Feb 2010. The book is on reserve in the Browning Library. The list price of the text is $39.95 and is available online at http://www.amazon.com
NOTES ON TEXT BOOK: This course will be covering ONLY Chapters 1 (intro to p.26) and 9 (p.287-336) of the text.
New technologies and the Internet are expanding and changing the marketing and advertising industries. Marketers, using advanced technologies, have new ways to target and reach customers. This course uses lecture, hands-on experiences, case studies, and guest speakers to explore the impact of new technologies on marketing information intensive products and services on the Internet.
Specific topics for this course include online market demographics, user trends, identity and branding, social marketing, building communities, link building, findability, pay-per-click (PPC), search engine optimization (SEO), organic listings (natural listings), cost-per-acquisition (CPA), landing page optimization, mutli-variant testing, ROI, themeing, keyword research and discovery, content and copy writing, video and multimedia content, affilliate programs, directory marketing, integrated online/offline marketing, geographic and location based marketing, email, customer relationship management, online leads, capturing digital customer data (form, other), mobile, wireless, texting, user responses and feedback, site analytics (log walking), marketing metrics, and solutions software (applications and best practices with software).
Success in this course is more likely to be achieved if you do the following:
- Attend class. In class, course concepts and their application in the "real world" are discussed and explored. These concepts are expanded upon, emphasized, and practically applied in the classroom environment. The class is dynamic in nature and requires ongoing engagement in class.
- Read the Book Chapters. This means you should read the assigned chapers of the text before they are discussed in class. This way you will be able to contribute to and get more out of the dialog in class.
- Use your Best Creative Talents and Energies in the project work Get involved and use creativity, positive energy, and plenty of activity in your case study project work. It is this experience that will ultimately build your skills in Internet marketing.
- Do the Assignments. Doing is a big part of learning. The assignments will allow you to experience and do, at least in part, what is being taught in the course. Use creativity when doing your assignments and really do the best you can with each exercise. These assignments have been specifically designed with your learning and interest at heart. They are not simply busy work and the instructor is appreciative of creativity, hard work, in-depth thinking, well written, and well conceptualized work.
- Prepare Well for the Exams. The exams require conceptual understanding as well as the ability to re-create elements of the ecommerce process model that are covered in the course. Study the ECommerce process model elements and concepts and know them well. If you don't know them well, it will be difficult for you to apply, much less creatively apply them in a real ECommerce setting. Learn the ECommerce process model elements well enough that they come easy to you.
- Explore and Apply Concepts Beyond the Classroom Experience. Courses and learning experiences can only go so far. What I am suggesting by this is to go beyond the assignments and activites and learning of the course/class and explore new concepts, ideas, possibilities well beyond the bounds of what the class can do. Let your best creative learning and work take you into places that are new and innovative and needed, among other things. Try and apply the concepts taught in this course in your own life, on your own ideas, and in the circumstances that present themselves in your life. This application of the learning is "exam" of life test. Allow yourself to imagine, experiment, work, develop, and create at your highest level. Aren't these at least part of the reasons you are in college?
COURSE REQUIREMENTS AND GRADING:
Your grade will be based on the percent of the total points which you have earned. Your grade will be composed of the following elements.
Grades will be issued on a percentage of total points possible as follows:
- 94-100% = A
90-93% = A-
87-89% = B+
84-86% = B
80-83% = B-
77-79% = C+
74-76% = C
70-73% = C-
67-69% = D+
64-66% = D
60-63% = D-
Below 59% = F
ASSIGNMENTS AND SCHEDULE:
There will be five projects (or assignments) due in this course. Here are the assignments for IT 3550 - ECommerce/Internet Marketing