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White - REP 466 Syllabus

Spring 2006

Instructor

Gregory K. White
Office:  307 Winslow Hall
Telephone:  581-3159
Email:  gwhite@maine.edu

Office Hours

Tuesdays and Thursdays, 11:00 to 12:00 and Wednesdays, 12:00 to 1:00.  You are encouraged to make appointments in advance by calling or through email.

Overview

This course examines both the growth and evolution of electronic commerce.  It will provide you with an understanding of the basic issues and marketing concepts for e-commerce and techniques for integrating the Web into business marketing strategies.  It will emphasize the marketing of consumer goods, particularly, food and drink products.  It assumes that students have basic Web navigation skills. There will be several Web based exercises during the course and presentations by members of the class. Students will develop an ecommerce marketing plan for a company or product of their choice.

Prerequisite

An introductory marketing course or permission of instructor.

Course Objectives

Students will develop skills in the following areas:

  • Monitor the evolving technology of the World Wide Web as it applies to marketing.
  • Integrate Web marketing into the overall marketing strategy of a firm and develop a complete Web marketing plan.
  • Assess the content and structure of websites relative to business goals.
  • Apply selective capabilities of Internet technology to commercial websites.
  • Evaluate the performance or success of an Internet marketing program.

Text

Strauss, Frost, and El-Ansary.  2006.  E-Marketing, 4th Ed.  Prentice Hall.
Wilson, Planning Your Internet Marketing Strategy. [The Wilson text is available from online retailers.] These texts will be complemented with numerous additional readings, all of which will be available online to students.

Assignments

Over the course of the semester, students will prepare four short papers, participate in a group activity to manage an online advertising account, and complete an internet marketing plan for a product or company of their choosing.  In addition, there will be many times throughout the semester when each student is expected to present to the class websites that they believe represent both good and poor examples of the marketing concepts.  All communications among course participants are expected to be courteous and respectful.  Students are reminded that the University’s student handbook states:

It is expected that students will conduct their affairs with proper regard for
the rights of others and of the University. All members of the University
community share a responsibility for maintaining an environment where
actions are guided by mutual respect, integrity, and reason.

50% of the course grade will be based on the written assignments and responses.  Unless agreement is reached in advance, assignments that are late will receive a 5 point deduction for each day past the deadline.

Semester grade

Grades will be computed by the following weights:
Exams 1 and 2                   20% each
Written Marketing Plan    25%
4 Short Papers                    5% each
Class presentations
and participation          15%

The final grade will be awarded on a scale of 90 or above – A, 80 to 89 – B, 70 to 79 – C, 60 to 69 – D, and 59 or below – F.

Course Conduct

Students are presumed to have read the required reading before attending the class in which it will be discussed and explored the links to the optional websites offering additional sources of information and resources.  Each student should be prepared to participate in class discussions at every meeting.

If you have a disability for which you may be requesting an accommodation, please contact Ann Smith, Director of Disabilities Services, 121 East Annex, 581-2319, as early as possible in the term.

A goal for the classroom is to have a positive, attentive, courteous environment that is conducive to learning.  Being on time, being alert, participating in discussion and activities, and staying for the full class time are expected behaviors.

Class attendance is highly recommended.  This course also requires a significant commitment of time away from the classroom.
If you have any questions regarding the requirements for this course, please consult me.

Course Content

Week Topics and Text Readings (required readings from links below.  Additional optional links in the class folder) Assignments (see class folder for details)
Jan 17-19 Introduction to the course.
History of the Internet, the Web, and growth of e-commerce.
1.  Order Ralph F. Wilson’s Planning Your Internet Marketing Strategy (list price $19.95) from an online source and submit a paper critiquing the process and the transaction. (see class folder on FirstClass for details.)
Jan 24-26 Overview of e-marketing:  basic concepts to strategic planning

Strauss, Chap. 1, 2, 3 & Wilson, Chap. 1.

Jan. 31 -Feb. 2 Leveraging Technology:  examples for venders and consumers
Global markets and Legal issues

Strauss, Chap. 4, 5

Feb 7- 9 Site Promotion and Online Advertising

Strauss, Chap. 13, and Wilson, Chap. 19

Group project:  Advertising the REP site for prospective students.
Feb 14-16 Preliminary Analysis to develop your e-business concept
Understanding and serving Web users

Wilson, 2 – 10 & Strauss Chap. 6, 7

2.  Select a branded product and develop baseline descriptions and preliminary goals for Internet marketing.
Feb. 21-23 Targeting Marketing Segments: Issues in Food marketing on the Web

Wilson, 11, 12, & Strauss Chap. 8

Feb. 28 – Mar. 2 Food marketing on the Web, continued

Exam 1

Mar. 21-23 Product Differentiation and Positioning

Strauss, Chap. 9

3. Define your target audience and product positioning goals.
Mar. 28-30 Site design with your users in mind
Apr. 4-6 The other 3-P’s of marketing and additional management decisions

Wilson, 17 – 20 & Strauss, Chap. 10, 11, 12

Apr. 11-13 Customer Relationship Management
Organizing your Marketing Plan

Strauss, Chap. 14, Wilson, Chap. 21, 22

4.  Describe the 4-P’s for your e-commerce project
Apr 18-20 Evaluating effectiveness
International Opportunities and Issues

Strauss, Chap. 15, 16

.
Apr 25-27 Review and assessment of the REP advertising campaign results and recommendations.
Class presentations of marketing plans.
May. 2-4 Class presentations of marketing plans.
Exam 2 during the scheduled period in final exam week Your internet marketing plan is due no later than Monday, May 8th

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School of Economics
5782 Winslow Hall, Room 206
Orono, ME 04469
Phone: (207) 581-3154 | Fax: (207) 581-4278E-mail: soe@umit.maine.edu
The University of Maine
Orono, Maine 04469
207.581.1110
A Member of the University of Maine System