Syllabus – MBA 676 Marketing Strategies in the Digital Age

March 2012 Session

(March 5, 2012 – April 29, 2012 – 8 week class)

Course Syllabus

Textbooks and syllabus are subject to change each session.

Students are responsible for using the appropriate textbook
and syllabus. Instructors may modify assignments.

Course Description

This class focuses on the marketing efforts that companies, both large and small are utilizing to create
effective Internet strategies. Students will also investigate what new technologies are dominating the
marketplace today, and what we can expect as the Internet, and other technologies evolve. The
student will become fluent in the language of e-marketing, and will gain the ability to position his or
her self as a major asset in the execution of their organization’s Digital Marketing plan.

Course Objectives

ByExamine how the Internet affects marketing strategy.

Examine Internet business models to improve strategic positioning.

Demonstrate social media strategies for marketing.

the completion of this course, as a student you will:

Required Text and Resources:

Title: Internet Marketing: Integrating Online and Offline Strategies

Author: Mary Lou Roberts
Publisher: Atomic Dog
Edition/Year: 2nd edition/2007
ISBN-10: 0759392781
ISBN-13: 9780759392786
Availability: Print or ebook (online edition)

http://www.atomicdogpublishing.com/BookDetails.asp?Session=4EDA970C-830E-4E50-9BEB-
55351ACC56A2&BookEditionID=173

MBA 676 Syllabus March 2012

Course Requirements

Discussions: This course is designed to be a collaborative learning experience using Discussion

Forums. Each week, 1 to 2 Discussion Questions on topics that are important to the understanding of
Marketing Strategies on the Internet. To receive a passing grade, you must make a posting by
midweek and a respond to at least one additional posting by the end of the week which must be on
two separate days, however, 3+ postings are typical. I have tried to make the discussions interesting
by choosing topics that are current, relevant AND generate a real learning experience. NOTE: Only
discussions threads posted by Sunday, 11:00pm CST of the week they are due will count for grading
purposes.

Individual Presentation: This assignment will involve the preparation, presentation and facilitation
of a marketing PowerPoint slide presentation on a topic of your choice from an approved list.

Patagonia Team Project: This project will involve the preparation of an online presentation and
paper in a team environment. This assignment will reflect the material, discussions, and multimedia
you have studied throughout this course. You can read more about this project in the Course
Materials section.

Course Polices: You are encouraged to access this course 3 to 5 times per week. By doing so you will
be able to actively participate in the Discussion Forums, complete your assignments and access
announcements in a timely manner. Assignments are to be submitted by the due date listed on the
course schedule. Late assignments will be penalized.

Week Topics Assignments

Reading - Roberts Text; Chapters 1 and 2

Week 01 Assignment - Let's Get Started

To get this course going there are a few activities you need to do this week in
preparation for future assignments.

First:

Use of the Take a few minutes to take the following survey at Pew Research.
01
Internet

Where Do You Fit?

Do you cringe when your cell phone rings? Do you suffer from withdrawal
when you can't check your Blackberry? Do you rush to post your vacation
video to your Web site? The questions on this short survey will allow you to
place yourself in one of the categories in the Pew Internet Project's Typology
of Information and Communication Technology Users. To identify the
typology group to which you belong, please answer the questions on the
survey. At end of the survey, press the 'Calculate My Results' button, a new

MBA 676 Syllabus March 2012

 page will tell you in which group you fit, along with a description of the
general characteristics of that group.

http://www.pewinternet.org/quiz/quiz.asp

Be prepared to discuss your usage later in the course.

Second:

Select three websites that you will follow for the next 8 weeks. Future
discussions will come from your observations of these sites. Choose sites of
substance which have videos, blogs, newsletters, and other interactivity.

Each site should be a brand site, not a site for a mega corporation. Choose a
B2B, B2C, and non-profit site. Have these chosen by Week 02.

Below are a few of the observations you will be looking for during the course.

Online strategy and Multichannel Marketing

Business Model

Personalization

Data capture

Profile of Target Market Segment

Advertising on the site

Products

Affiliate programs

Communications you receive from the websites

Assess their CRM program

Customer Service Policies

Website Navigation
Customer-facing business process
Mobile Services

Week 01 Discussion - Virtual Value Chains

Your text discusses the importance of Virtual Value Chains in Chapter Two.
For this discussion, research a company that has a Virtual Value Chain and
discuss that company's process.

For your response posting(s), question the benefits for the company.

Please make your initial post by midweek, and respond to at least one other
student's post by the end of the week. Please check the Course Schedule

MBA 676 Syllabus March 2012

 for specific due dates.

Week 01 Team Assignment - Forming Your Virtual Team

By the end of this week, please form teams of 4-5 members for the team
project in this course. When forming your team, please consider your
colleagues' schedules and time zones. You need to meet as a team online for
a few hours each week; selecting teammates with similar schedules will
significantly ease such collaboration. For this course I encourage you to use
an IM (instant messenger) client such as Skype (www.skype.com) or
Google Talk (www.google.com). This software facilitates instantaneous
communication via audio, text, and conference chat, and is available for free
download. They do require the use of a computer headset with a boom
microphone.

Using this Forum find teammates in the same time zones as yourself.
You may also want to consider whether these students have a similar daily
schedule to your own, since this will be beneficial in completing the group
project. You will need to meet as a team online for a couple of hours each
week.

Using this Discussion Forum, identify the classmates with whom you would
like to collaborate on your team project (i.e. post a thread with your study
availability, etc.) Once you have identified your team members, each team is
to post a single post in this Discussion Forum titled "Team Formed". In this
post, please identify all team members (first and last name) and a name for
your team. This is a chance for your team creativity to shine, and marks your
first decision as a team.

When your team is formed, your instructor will set up your team in ANGEL;
you will have access to a Team Discussion Forum (for posting messages,
etc.) and a Team Drop Box (for submitting assignments) and Team File
Sharing.

A very good website for resources for virtual teams and information on how
to make teams work is: www.effectivemeetings.com. It is vital that you
review this information to make your virtual team experience a good one.

Readings - Roberts Text; Chapters 3 and 4

Week 02 Discussion - Internet Business Models

Business Business models describe a number of the key aspects of an enterprise.

02 Models and Marketers must be the ones who understand customer behavior and craft
Strategies value propositions. Marketing (along with Sales) is also the department in
any business that is responsible for generating revenue. Consequently,
marketers have a large stake in generating viable business models.

Research and find a company with a solid/identifiable Internet Business

Model. Using Table 3-1 (Chapter 3) discuss the type of strategy the company

MBA 676 Syllabus March 2012

 is using. Is it working? Why?

Please make your initial post by midweek, and respond to at least one other
student's post by the end of the week. Please check the Course Schedule
for specific due dates.

Week 02 Discussion - Open Forum

This week we will have an Open Forum. In this Forum I will present you with
one or more topics to discuss. You may also post topics you would like to
discuss with the class. Topics can come from the text, posted articles, videos,
or websites as long as they focus on the content we are studying. You may
also post findings of the websites you are following.

This Forum is graded and your participation is required. You will be graded on
the same standards as your weekly Discussion Forums.

Please make your initial post by midweek, and respond to at least one other
student's post by the end of the week. Please check the Course Schedule
for specific due dates.

Week 02 Written Assignment - Cutting Edge Marketing

This week you are to start to prepare INDIVIDUALLY:

A 15-20 slide PowerPoint Presentation with lecture notes on the topic of your
choice below. You will be presenting to the class an up-to-date, cutting edge
overview of one of the topics. Be Creative!

All topics must be covered (depending on the number of students in the

course). If we have more students than topics, then after all topics have
been chosen, then you can go back and double up on a topic.

This assignment will be due Monday of Week 06.

Below is a list of the topics in which you can choose. Once you have looked
over the list and decided on a topic, use this Discussion Forum to indicate
your choice. In the title of the message - write - the topic name and your
name.

For example: Blogs - Your Name

CRM - Customer Relationship Management

Email Marketing
Text Message Marketing
Blogs: Personal and Corporate
Videocasting: YouTube, Flickr, more….

MBA 676 Syllabus March 2012

 Podcasting
Branding on the Internet
Pay-Per-Click Advertising
RSS/DIGG more…
Building your personal and professional networks online
Phishing/Web Scams
Viral Marketing
Global Marketing: How to Reach Customers in Cultures
Marketing Careers for the Future
B2B Marketing
B2C Marketing
Marketing to Baby Boomers
Cause Marketing

Through this assignment you will become the industry expert in the class of
your topic.

Week 02 Patagonia Project - Brainstorm

You and your teammates will form a Marketing company. During the course,
your company will be in competition with the other teams/marketing
companies for the business of Patagonia. In Week 08, you will present your
Integrated Marketing Presentation to the CEO of Patagonia, Inc. (aka - your
instructor) and the other companies vying for the business.

Patagonia, an outdoor gear maker, is one of the most ambitious reverse-

logistics pioneers. It has a desire to better penetrate the consumer market
focused on sustainable living, also known as the LOHAS community. While
Patagonia has been known over the years as expert in gear for outdoor living
and activities, it has not necessarily produced its products with the
environmentalist in mind. As the awareness of being friendly to the
environment continues to grow, there is an opportunity for Patagonia to
better exploit this market, and as well, do a better job in communicating to
this environmentally-conscious consumer market.

The Project

Each team is a Marketing Company vying for a chance to win the Patagonia
Marketing account for its marketing campaign focused on the sustainability
living market. While Patagonia is planning on retaining their current
marketing agency of record, they want to hire a marketing firm that focuses
its efforts on the LOHAS community, while at the same time uses Web 2.0
technologies to effectively communicate their message.

Patagonia feels that it will be best served to have an integrated marketing

plan that utilizes social networking platforms, peer-to-peer viral marketing,
and other 2.0 communication techniques that will allow it to better spread

MBA 676 Syllabus March 2012

 the word about its unique approach to the marketplace.

This week you should meet with your team and start to brainstorm your
ideas and start to research Patagonia and the market you will serve.

To get you started, Patagonia has the following video on their website as part
of their commitment to recycling.

Common Threads Recycling Video: Mission Recycle

http://www.patagonia.com/web/us/popup/media_gallery_video.jsp?OPTION
=SAR&assetid=17907

Please view the complete project guidelines in the Course Materials folder.

Readings - Roberts Text; Chapters 5

Week 03 Point-of-View - Old Marketing vs. New Marketing

Week 03 Discussion - Marketing in Social Networks

For this weeks' Forum, log into a Social Network of your choice and look at
the way marketers are using that network to market their products. Find one
you like or think is inventive and use SnagIT to capture a screen shot (or
series) of it.

In your post, describe the campaign, who are they targeting and why? What
types of interactive is involved? Any other relevant comments and
observations? Give the weblink if available and attach your screen shot to
your post.

The Internet Please make your initial post by midweek, and respond to at least one other
Customer student's post by the end of the week. Please check the Course Schedule
03 for specific due dates.
and Social
Networks

Week 03 Discussion - Open Forum

In this Open Forum, I will present you with a topic(s) to discuss and if you
wish you can customize a topic relative to this weeks' content.

Remember, this Forum is graded and your participation is required. You will
be graded on the same standards as your weekly Discussion Forums.

Please make your initial post by midweek, and respond to at least one other
student's post by the end of the week. Please check the Course Schedule
for specific due dates.

MBA 676 Syllabus March 2012

 Week 03 Patagonia Project - Research, Research, Research!

This week for the Patagonia Project:

Research, Research, Research!

You will need to get a good handle on the following:

The LOHAS Community

Market Research

Product
Competition

Readings - Roberts Text; Chapters 6 and 7

Week 04 Discussion - SEO - PPC

On the Multimedia page you will find many articles and podcasts about
Search Engine Optimization and Pay-Per-Click Advertising. View these and
conduct an Internet search of your own.

What is the benefit(s) of integrating SEO and PPC into your overall online
marketing strategy? How has it been used successfully? Give/show examples.

Please make your initial post by midweek, and respond to at least one other
student's post by the end of the week. Please check the Course Schedule
for specific due dates.

Customer
04 Week 04 Discussion - Open Forum
Acquisition

In this Open Forum, I will present you with a topic(s) to discuss and if you
wish you can customize a topic relative to this weeks' content.

Remember, this Forum is graded and your participation is required. You will
be graded on the same standards as your weekly Discussion Forums.

Please make your initial post by midweek, and respond to at least one other
student's post by the end of the week. Please check the Course Schedule
for specific due dates.

Week 04 Patagonia Project - Choosing Your Strategies

Continue your research on the LOHAS Community and decide on your

strategies for your plan.

MBA 676 Syllabus March 2012

 Internet marketing and promotion strategies to consider:

Search Engine Optimization (SEO)

Pay-Per-Click Search Engine Marketing

Affiliate Marketing

Email/Text Marketing

Social Marketing

Cause Marketing

Word-of-Mouth Marketing

Consumer generated media

Influencer Programs

Event Marketing

Brand Ambassador Marketing

Mobile Marketing

Readings - Roberts Text; Chapters 8 and 9

Week 05 Discussion - CLV CRM

For this week's discussion - tie CLV and CRM together using examples of
companies doing a good job of it on the internet.

Please make your initial post by midweek, and respond to at least one other
student's post by the end of the week. Please check the Course Schedule
for specific due dates.

Customer
05 Relationships Week 05 Discussion - Open Forum
and Services
In this Open Forum, I will present you with a topic(s) to discuss and if you
wish you can customize a topic relative to this weeks' content.

Remember, this Forum is graded and your participation is required. You will
be graded on the same standards as your weekly Discussion Forums.

Please make your initial post by midweek, and respond to at least one other
student's post by the end of the week. Please check the Course Schedule
for specific due dates.

MBA 676 Syllabus March 2012

 Week 05 Patagonia Project - Focus on your Customer

This week for the Patagonia Project:

Continue working on your plan and integrate the following:

Pricing, Positioning and Branding

Customer Relationship Management Strategy

Readings - Roberts Text; Chapters 10 and 11

Week 06 Assignment - Cutting Edge Marketing Presentations

This week you will present your Cutting Edge Marketing presentations.

Post your presentation PowerPoints by Monday, 6:00pm CST.

TITLE your post with the following information
PRESENTATION TOPIC NAME - YOUR NAME
Keep posts for your discussion in-line under your initial post.

CLASS:

You are to participate in the discussion by reading each of the presentations

starting on Monday as they are posted. By Wednesday evening pose
questions or comments to at least FIVE of the presentations.
Websites and
Programs - PRESENTERS:
06
Measure and
Evaluate
Monitor your questions and answer them in a timely manner.
Have your Discussion wrapped-up by Saturday, 9:00pm CST of this
week.

Week 06 Discussion - Open Forum

In this Open Forum, I will present you with a topic(s) to discuss and if you
wish you can customize a topic relative to this weeks' content.

Remember, this Forum is graded and your participation is required. You will
be graded on the same standards as your weekly Discussion Forums.

Please make your initial post by midweek, and respond to at least one other
student's post by the end of the week. Please check the Course Schedule
for specific due dates.

MBA 676 Syllabus March 2012

 Week 06 Patagonia Project - Look and Evaluate

This week for the Patagonia Project:

Integrate the following into your plan:

Quantifiable and Measurable Marketing Goals

Website Presence (mock up using SnagIT)

Readings - Roberts Text; Chapters 12, 13 and 14

Week 07 Discussion - Mobile Marketing

Reaching customers through mobile marketing is gaining popularity in the

U.S. Visit the Nokia Interactive Advertising site
http://advertising.nokia.com/case-studies and view the various case studies
they have posted about mobile campaigns.

After viewing these and others on the Internet that you have encountered,
what are the pros and cons of mobile marketing?

Please make your initial post by midweek, and respond to at least one other
student's post by the end of the week. Please check the Course Schedule
for specific due dates.

Knowledge,
07 Security and
Week 07 Discussion - Open Forum
the Future

In this Open Forum, I will present you with a topic(s) to discuss and if you
wish you can customize a topic relative to this weeks' content.

Remember, this Forum is graded and your participation is required. You will
be graded on the same standards as your weekly Discussion Forums.

Please make your initial post by midweek, and respond to at least one other
student's post by the end of the week. Please check the Course Schedule
for specific due dates.

Week 07 Patagonia Project - Wrapping Up

This week for the Patagonia Project:

MBA 676 Syllabus March 2012

 This week you should be wrapping up your presentation and paper. Integrate
the following topics into your project.

Privacy/Security Issues

Monitor Your Results

 Ways to evaluate and analyze. Identify the strategies.

Your presentation should be ready to post in Week 08 on Wednesday. Your

project paper is due at the end of Week 08 on Sunday.

Week 08 Discussion - Open Forum

In this Open Forum discuss any remaining topics or issues not covered to
date. Participation is optional this week.

Please make your initial post by midweek, and respond to at least one other
student's post by the end of the week. Please check the Course Schedule
for specific due dates

Week 08 Team Assignment - Patagonia Presentations

Please assign one person from your team to post your team Patagonia Presentation.
Each presentation should be in PowerPoint form and contain lecture notes.

Post it as a New Post with the following in the Subject Line:

The TEAM NAME: Presentation Name

08
Presentation
Individually, you each should post a question or comment on each of the
team presentations. This should replicate a Q&A session at the end of a live
presentation. Any team member can respond to the questions and
comments, but all questions must be responded to in a timely fashion and all
team members must answer at least 1 question or respond to 1 comment.

Please post your presentation by Wednesday, 6:00pm CST and have

question/comment responded to by Saturday at 6:00pm CST.

Week 08 Team Assignment - Team Paper Submission

Please submit your Team Patagonia Project paper to your Team Drop Box
for instructor grading by Sunday of this week 11:00pm CST.

Week 08 Survey - Team Evaluation

By the end of this course, please submit your Team Evaluation. You are to

MBA 676 Syllabus March 2012

 respond to the following regarding each team member:

Team member’s name.

Percentage of project to which the team member contributed.

Remember this survey is completely anonymous and will not be shared with
any team or individual student. It is for the team project grading purposes
only.

Week 08 Survey - Benedictine Student Survey

The following survey allows you to provide feedback based upon your
experience in this course. Your response will offer valuable insight, and will
be used to improve our Benedictine online courses.

The results of this survey will be collated and viewed by a course

administrator. While not anonymous, your name will not be made available to
your course instructor; this information is only visible to the course
administrator. This survey is ungraded, and will not affect your grade in this
course in any way.

Benedictine University thanks you for your honest and candid feedback.

Library Resources

The primary mission of the Benedictine University Library is to provide library resources and services
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support our mission, the Library has made provisions for all students to gain access to important
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please take note of these key concepts that will affect that access:

Entry into academic databases and most Library resources must be made through the

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Within one week of your official enrollment your patron information will be

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University student and thus allowed access

Your Library ID number is a combination of the Benedictine Library prefix 2281100

and your seven-digit student ID number (also called your �b� number). Thus
2281100XXXXXXX is the Library ID number with X�s being the seven digit student

MBA 676 Syllabus March 2012

 number. This number is prominently located just below the barcode on your

Benedictine ID card

Tutorials on the Research Process including basic Library skills and Web-based

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Click on Reserves & course support or simply follow the link

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Per University policy, assignments cannot be accepted by an instructor after the last day of
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Incompletes: Policy and Procedures

Under extraordinary circumstances, when a student is unable to complete all course

assignments by the final date of the session, a grade of 'I'(Incomplete) may be requested by
the student and issued with the permission of the instructor. In order to be eligible for an
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Online students may have as many as 28 days in which to complete their work and submit for
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University Academic Honesty Policy

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university. Benedictine University pursues these missions in an environment guided by our
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Integrity and honesty are therefore expected of all University students. Actions such as
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MBA 676 Syllabus March 2012

 Services for Students with Disabilities

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MBA 676 Syllabus March 2012