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Peru State College

BUS 355 E-MARKETING Syllabus – Spring – 2016

Blended class online and on campus Instructor: Alan W. Jackson, MBA Office Hours: W 9:00-1:00; TTh10:45-12:30 Office Telephone: (402) 872-2255 Office Location: TJM 242 Email Address: ajackson@peru.edu Course Meets: TJM 202, 2:00-3:15 p.m. Required Textbooks: eMarketing: The Essential Guide to Marketing in a Digital

World (5th ed), Stokes. Free e-textbook available at

https://www.redandyellow.co.za/courses/textbook-digital/ You may purchase to book here. Required Software: Word, Excel, PowerPoint, and Social media access Prerequisite: BUS 328 Principles of Marketing Course Description & Objectives Overview of different types of internet business, internet marketing, global e-commerce, and consumer issues, business-to-business internet marketing, online selling strategies, legal and ethical issues. Today’s social media like YouTube, Facebook, Blogs, and Twitter, are the new customer centric methods to reach and collaborate with customers in building relationships, and in marketing ideas using digital media. The course explores new media, online selling strategies, Web Analytics and Internet-based business marketing techniques. Upon completion of this course you should be able to:

1. Understand the context of e-marketing and related business models, performance matrices, and the role of strategic management in developing and executing an e-marketing strategy.

2. Describe how to use e-marketing functions using the expanded marketing mix (the 7Ps of marketing) in developing and executing e-marketing.

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3. Critically assess the success or failure of a campaign or e-business strategy through case studies and analysis.

4. Describe and define the appropriate tools for use in electronic marketing. 5. Describe and use social media technologies, including email-marketing

techniques, to launch marketing campaigns and to create electronic communication to build brand loyalty.

6. Analyze the importance of the customer’s experience using marketing and web analytics.

7. Identify privacy and confidentiality issues and demonstrate basic understanding of cybercrime.

Expectations and Instructional Approach This course is designed to help you understand how to create stakeholder value by creating an Internet presence. You will be able to analyze and describe e-marketing strategies for segmenting, targeting and positioning. You will use marketing mix functions as part of an overall e-marketing strategy. You will also be able to implement customer relationship strategies as part of an overall e-marketing strategy. Each week, we will focus on a different aspect of e-marketing that includes conferencing and other activities that will help you understand the key concepts, theories, and practical application of e-marketing principles. This course will require development of critical thinking skills, creativity, and new ways of thinking of the challenges facing business. While we are partners in your learning, you must take the lead. As your professor, I encourage you to approach me before or after class, in my office, by phone or Internet. I welcome your feedback on the course material and your personal progress throughout the course. Instructor’s Expectations for Learners In this course, just as you will find in your professional life, you are responsible for your own success. Experience shows that reading your textbook helps you to understand the topic that is covered during the class sessions and helps you to master the language of Internet end e-marketing. Therefore, please read the assigned material before the class in which it is discussed. The text is your prep session for class. Reading it first helps a learner to understand the topic for the day. You are expected to read the textbook (and any other assigned readings). You are to prepare and submit any scheduled assignments and projects. You are to participate actively in classroom discussions, questions, activities, etc. Blended Course This is a blended course that meets on-campus [TTh 2:00-3:15, TJM 101]. Because this course is taught in an eight-week format (on campus and online) it is considered an

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accelerated course. Active participation in the online activities and completion of all homework and online assignments is required in order to pass this course. Time Expectation According the federal regulations based on the Carnegie Model, students should spend 135 hours per 3 credit hour course directly involved in reading, writing, watching videos, doing simulations, reviewing PowerPoint slides, conducting research, etc. and direct instruction in a campus based class for a tradition semester based class. This equates to approximately 17 hours per week in an 8-week course. Naturally, your personal efficiency, reading speed, comprehension ability may require more or less hours than this standard. Discussion Board Substitute As each of you will be required to write a blog, there will not be a Discussion Board requirement for this course. Instead your blog posting will serve as your Original Posting, similar to a Discussion Board, and you will be required to post comments to two classmates blogs by going to their blog site via the URL posted in their Introduction on the Discussion Board. Cell/Smart Phone/Tablet Computers/Lab Protocol Please make sure cellphones, smartphones, Tablet PCs are off or on vibrate mode during class. If you need to use your phone (call or text), please excuse yourself from the class. Laptops and phones can become an external distraction to the class lecture and discussion (not to mention it is rude) and an internal distraction to the mental abilities of your brain (for more, I recommend Is Google Making Us Stupid? by Nicholas Carr, July/August 2008, Atlantic Magazine, http://bit.ly/qnM6A3). Assessment and Grading All evaluations conducted in this course are for the purpose of assessing a student proficiency in the course materials and subject matter. Additionally, assessments and evaluations may include writing, giving presentations. Critical thinking skills and related professional skills related to their career field.

Assessment Measure Points Available

Quizzes (7 quizzes points vary) 80

Exam -- comprehensive final exam 100 points

100

Blogs (Minimum 8 entries @ 20 points) 160

Twitter (Minimum 16 Tweets @ 10 points) 160

LinkedIn Personal Profile 100

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Personal Brand 100

Total 700

Quizzes There will be weekly quizzes over the course of the term. Frequent quizzes will ensure you prepare for class by reading the material ahead of time. The quizzes are located in Blackboard. You will only have one opportunity to take the quiz. Exams: There will be one final comprehensive exam over the entire course at the end of the term. Exams may include multiple forms of questions to assess your knowledge and understanding of the subject matter covered within the course. The final exam is comprehensive, covers all chapters covered during the course, and is worth 100 points. Exams are located in Connect. E-Marketing Blog You will need to create a blog that is primarily designed to discuss eMarketing. You should select Google’s Blogger [http://www.blogger.com/] unless you have a strong rationale for using another blogging website, which will then need my approval. You will have to create a Gmail account if you do not already have one. You will be evaluated on your analysis and critique of the examples that you feature on your blog. The best blogs will engage in comparisons of similar efforts by companies while showing screen shots/captures of examples as well as analysis of the specific reasons for the e-marketing shared (branding, promotion, advertising, engaging new customers, retaining existing ones etc.) and your perceptions of whether or not the marketing is compelling or worthwhile. You can comment on virtually any and all aspects of e-Marketing that you observe. See instructions located in the Course Documents folder in Blackboard. You must email the professor your blog’s URL by Wednesday of Week One. Also, post your Blog URL in your introduction on the Discussion Board. More information on the Blog Assignment may be found in the Course Documents folder in Blackboard. Using Twitter You will establish a Twitter account by going to https://dev.twitter.com/user/login and clicking on the Signup link. You will use this account periodically throughout the course and may delete this account after the class is over if you wish. Set up an account even if you already have an existing account. You will use Twitter to Tweet various topics and activities as we explore social media in electronic marketing. Follow Alan Jackson@biz_professor and I will follow each of you. You must have at least 16 tweets over the course of the semester.

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LinkedIn Page Each student will develop a LinkedIn page as a marketing project. A LinkedIn Page is the number one business networking site, and suitably different from Facebook. You will create a profile, which must be 80% or more completed. Your online presence and use of professional social networking sites are key components to your ability to market your skills and experiences to prospective employers. Three out of every four recruiters will search candidates online to see what kind of information appears, so you want to take steps to ensure that the information about you is appropriate and highlights your skills, accomplishments, and experiences. Personal Brand Manifesto Personal branding was popularized in an article by Tom Peters, first published in Fast Company Magazine (A Brand Called You) over 10 years ago. He starts out the article by writing, “Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. You will be asked to develop a personal brand. Along with your brand, you will develop a personal manifesto. Believe it or not, this will be helpful to your career goals. Branding is not just for businesses any more. Personal branding is how we market ourselves to others. It is a timeless concept. In essence, we all are marketing our ideals and ourselves all the time. See Personal Branding Tips for College Students and http://www.coba.unr.edu/faculty/jstrauss/personal.htm Grade Scale

To arrive at your final grade, divide the total points earned by 700 points. Your total points in the Blackboard grade book will include any Extra Credit Points earned. If you have a question about the grade on assignment, it is the student’s responsibility to contact the professor. If you would like to know your grade at any point in the course simply, divide the points earned by the assignment point total for work attempted. The corresponding percentage in the table above will give you your current grade. I reserve the right, at my sole discretion, to award bonus points to students who display exceptional leadership, course content competency, extraordinary effort, or other outstanding academic, intellectual, work experience, or knowledge of the course work.

Letter Grade

Percentage Point Range

A 90-100 ≥ 630

B+ 85-89 595 - 629

B 80-84 560 - 594

C+ 75-79 525 - 559

C 70-74 490 - 524

D+ 65-69 455 - 489

D 60-64 420 - 454

F Below 60 < 420

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College’s Incomplete Coursework Policy To designate a student’s work in a course as incomplete at the end of a term, the instructor records the incomplete grade (I). Students may receive this grade only when serious illness, hardship, death in the immediate family, or military service during the semester in which they are registered prevents them from completing course requirements. In addition, to receive an incomplete, a student must have completed substantially all of the course’s major requirements. Unless extenuating circumstances dictate otherwise, students must initiate requests for an incomplete by filling out an Incomplete Grade Completion Contract, which requires the signature of the student, instructor, and Dean. The Incomplete Grade Completion contract cites the reason(s) for the incomplete and details the specific obligations the student must meet to change the incomplete to a letter grade. The date by which the student agrees to complete required work must appear in the contract. The Dean, the instructor, and the student receive signed copies of the Incomplete Grade Completion Contract. Even if the student does not attend Peru State College, all incomplete course work must be finished by the end of the subsequent semester. Unless the appropriate Dean approves an extension and if the student does not fulfill contract obligations in the allotted time, the incomplete grade automatically becomes an F. College’s Academic Integrity Policy

The College expects all students to conduct themselves in a manner that supports an honest assessment of student learning outcomes and the assignment of grades that appropriately reflect student performance. It is ultimately the student’s responsibility to understand and comply with instructions regarding the completion of assignments, exams, and other academic activities. At a minimum, students should assume that at each assessment opportunity they are expected to do their own original academic work and/or clearly acknowledge in an appropriate fashion the intellectual work of others, when such contributions are allowed. Students helping others to circumvent honest assessments of learning outcomes, or who fail to report instances of academic dishonesty, are also subject to the sanctions defined in this policy.

Instances of academic dishonesty may be discovered in a variety of ways. Faculty members who assign written work ordinarily check citations for accuracy, run database and online checks, and/or may simply recognize familiar passages that are not cited. They may observe students in the act of cheating or may become aware of instances of cheating from the statements of others. All persons who observe or otherwise know about instances of cheating are expected to report such instances to the proper instructor or Dean.

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In order to promote academic integrity, the College subscribes to an electronic service to review papers for the appropriate citations and originality. Key elements of submitted papers are stored electronically in a limited access database and thus become a permanent part of the material to which future submissions are compared. Submission of an application and continued enrollment signifies your permission for this use of your written work.

Should an occurrence of academic misconduct occur, the faculty member may assign a failing grade for the assignment or a failing grade for the course. Each incident of academic misconduct should be reported to the Dean and the Vice President for Academic Affairs (VPAA). The VPAA may suspend for two semesters students found to be responsible for multiple instances of academic dishonesty. The reason for the suspension will be noted on the student’s transcript.

A faculty member need present only basic evidence of academic dishonesty. There is no requirement for proof of intent. Students are responsible for understanding these tenets of academic honesty and integrity. Students may appeal penalties for academic dishonesty using the process established for grades appeals.

Title IX Compliance Notice

Peru State is an equal opportunity institution. Peru State College does not discriminate against any student, employee or applicant on the basis of race, color, national origin, sex, sexual orientation, gender identity, disability, religion, or age in employment and education opportunities, including but not limited to admission decisions. The College has designated an individual to coordinate the College’s nondiscrimination efforts to comply with regulations implementing Title VI, VII, IX, and Section 504. Inquiries regarding non-discrimination policies and practices may be directed to Eulanda Cade, Director of Human Resources, Title VI, VII, IX Compliance Coordinator, Peru State, PO Box 10, Peru, NE 68421-0010, (402) 872-2230.

Students requesting reasonable accommodation and tutoring services should contact the Center for Achievement and Transition Services (CATS).

Modification of Course Syllabus and Course Schedule The instructor reserves to right to modify any part of this course syllabus and course schedule. Any such modifications will be communicated to students in advance of becoming effective.

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Tentative Course Schedule (A course schedule may also be found in Blackboard under the Assignments on the left menu).

Week Date Start Date End Topics Assignments/Activities

Chapters/Book

Graded Activities

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3/14/2016 3/21/2016

First words

1. Situating digital in marketing

2. Digital Marketing Strategy

3. Market Research

Read Preface, Chapters 1, 2, & 3 in Stokes

Establish Twitter Account

Establish LinkedIn Account

Set-up Blog

Take Quiz One

Complete 1st Blog entry and comment on two of the other students blogs

Post two tweets before the end of the week.

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3/21/2016 3/28/2016

4. Content Marketing Strategy

5. User Experience Design

6. Web Development and Design

Read Chapters 4, 5, & 6 in Stokes

Complete 2nd Blog entry and comment on two of the other students blogs

Complete LinkedIn profile

Take Quiz Two

Post two tweets before the end of the week.

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3/28/2016 4/4/2016

7. Writing for Digital

8. Customer Relationship

Management

9.Search Engine Optimization

Read Chapters 7, 8 , & 9 in Stokes

Complete 3rd Blog entry and comment on two of the other students blogs

Subscribe to at least two groups in LinkedIn

Take Quiz Three

Post two tweets before the end of the week.

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4/4/2016 4/11/2016

10. Search Advertising

11. Online Advertising

12. Affiliate Marketing

Read Chapters 10, 11, & 12 in Stokes

Complete 4th Blog entry and comment on two of the other students blogs

Take Quiz Four

Post two tweets before the end of the week.

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Week Date Start Date End Topics Assignments/Activities Chapters/Book

Graded Assignments

5

4/11/2016 4/18/2016

13.Video Marketing

14. Social Media Channels

15. Social Media Strategy

Read Chapters 13, 14, & 15 in Stokes

Complete 5th Blog entry and comment on two of the other students blogs

Take Quiz Five

Post two tweets before the end of the week.

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4/18/2016 4/25/2016

16. Email Marketing

17. Mobile Marketing

18. Data Analytics

Read Chapters 16, 17 & 18 in Stokes

Complete 6th Blog entry and comment on two of the other students blogs

Take Quiz Six

Post two tweets before the end of the week.

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4/25/2016 5/2/2016

19. Conversion Optimization

20. Appendix: Understanding the

Internet

Last Words

Read Chapters 19, 20, & Last Words in Stokes

Complete 7th Blog entry and comment on two of the other students blogs

Take Quiz Seven

Post two tweets before the end of the week.

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5/2/2016 5/6/2016

Prepare for Final Examination

In-class final exam is scheduled for 3:30-5:30 May 6, 2016

Review chapters 1-20 Complete 8th Blog entry and comment on two of the other students blogs

Post two tweets before the end of the week.

Submit Personal Brand Assignment

Note: All assignments are due Friday, May 6, 2016 by

5:00 p.m. or sooner which is the end of the Spring 2016 Semester.

SYLLABUS and SCHEDULE IS SUBJECT TO CHANGE. Students are responsible for learning of all changes, including in-class announcements, online messages, emails, etc.

Every effort will be made to communicate changes in advance.

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Rubrics

A Rubric for Evaluating Student Blogs

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Note: This is a raw score and will be divided into the total points available for Blogs. © COPYRIGHT 2010-2012 Karen Franker All Rights Reserved. Used with permission.

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Twitter Rubric

Note: This is a raw score and will be divided into the total points available for Tweets. Additional

Tweets may earn extra credit. © COPYRIGHT 2010-2012 Karen Franker. All Rights Reserved. Used

with permission.