Internet Marketing
Summer, 2006
Instructor: Professor Robert Chi
Office:
Phone:
Email: rchi@csulb.edu
Office Hour:
Course Website: http://www.csulb.edu/~rchi
Classroom:
Class Hour: June 6 – June 9, 2:00pm:-5:00pm
June 19-June 22, 2:00pm – 5:00pm
Background and Objectives
Internet Marketing is a rapidly growing area, both in business to business and consumer marketing (B2C and C2C). The potential for Internet market is enormous in the future. The percentage of retail dollars spent online is currently only about 1% of the total pie according to the department of commerce., and 2.4% according to Forrester Research; analysts are arguing over the upper limit of spending online, with estimates being as high as 25% of retail spending occurring online by 2010. There are still many barriers to overcome to bring internet marketing to its full potential. Privacy and security are currently of concern of many netizens. In the future, more progress will be made to deal with those issues and E-commerce may become the safest and efficient way to conduct business.
Objectives of the course
are:
1. To investigate the strategic implications of Internet Marketing,
2. To understand some of the key new tactics and capabilities provided by the Internet
3. To be able to make regular presentation of current issues in e-commerce.
Required Text Book:
Mohsmmed, Fisher, Jaworski, and Paddision, Internet Marketing, 2nd Edition, McGraw-Hill, ISBM:0-07-253842-2
Grading
Your final grade in the course will be based on both individual and group work:
4 Class Participation and pop quizzes 20%
Personal web site 10%
3 Two-page Write-ups (individual) 15%
Midterm Exam 20%
Group Project
(Written Report & Oral Presentation) 35%
Please note that no late assignments will be accepted. All written work is due at the beginning of class on the due date. The due dates and the topics for the 6 two-page write-ups will be available on the course website.
Pop Quizzes (20%)
At the end of each class, a pop quiz may be given to access the effectiveness of your learning for today’s lecture. There will be no make up quizzes.
Personal Web site (PWS) (10%)
Create a web site with 3 web pages
introducing yourself.
You may use UCR web server to host your web site or use geocities.com to
host your web site.
Two Page Write-Ups (15%)
You will have to complete three individual 2-page write-ups during the course of the quarter. The exercises and the due dates will be posted on the course website. Please remember that the write-ups will be due at the beginning of the class on that day and no late assignments will be accepted. The assignments will usually involve a visit to one or more websites with specific theoretical questions in mind. You will report your experiences and discuss the theoretical question raised in some detail. Here is an example:
Choose two specific offers from clearly different product classes. Conduct a price search on the Internet and report the results. Discuss reasons for price dispersion on the Internet. Why should consumers accept anything but the lowest price? Discuss implications for the competition among retailers.
1. WU1
Think about a product or service that you feel would be really hard to market on the web. Discuss why by contrasting the product or service to common offers on the web. Try to locate a website offering this product or service and discuss how the problems identified by yourself in the first step of this exercise are handled.
2. WU2
Imagine you are about to take a business trip to
3. WU3
Visit the Bizrate site and look for a rating about a retailer which you have purchased from in the past or which you plan to purchase from in the future. What does Bizrate have to say about this website? Do you believe what is said? Does it affect your willingness to do business with this site in the future? Evaluate the strengths and weaknesses of Bizrate’s rating system.
Midterm Exam(20%)
Midterm exam is going to consist of multiple choice and short answer questions.
Group Project (35%)
I expect class members to form project groups of four people themselves. It is your responsibility to manage the division of labor within the group satisfactorily. Please submit a typewritten list of the persons comprising your group in class.
The group project will give you the real life experience to conduct market reach in both traditional marketing and Internet marketing. Suppose that your group is hired by a company to conduct marketing research to improve its revenue and the market share. Please prepare a complete marketing plan for this company in terms of traditional marketing and Internet marketing. Additional bonus points will be given if you can work with a real company.
On January 29, you are expected to turn in a one-page project proposal.
The project presentation should be in PowerPoint format. The project report is to be submitted as a hard copy accompanied by the word file. The length of the paper should not exceed 20 pages in total.
Teaching Schedule
1. Check the course web-site (www.csulb.edu/~rchi) to keep track of any changes, assignments, and additional course material.
2. All readings ought to be read by the beginning of class on the date specified.
3. All individual write-ups are to be turned in at the beginning of class.
4. I do not expect any teamwork or collaboration on your individual write-ups.
|
Session |
Date |
Content and Reading |
Homework due |
|
1 |
5/22 |
Reading Assignment: Chapter 1 |
WU I assigned |
|
2 |
6/5 |
Course Overview and Syllabus and Chapter 1 |
|
|
3 |
6/6 |
Chapter 2 (Submit list of Group Members) |
WU1 |
|
4 |
6/7 |
Chapter 3 |
|
|
5 |
6/8 |
Chapter 4 |
WU2 |
|
6 |
6/9 |
Chapter 5 |
|
|
7 |
6/19 |
Midterm and Chapter 6 (Project Proposal Due ) |
PWS |
|
8 |
6/20 |
Chapter 7 |
WU3 |
|
9 |
6/21 |
Chapter 8 |
|
|
10 |
6/22 |
Final Project presentation |
|