Bellevue University

EBUS 360

Principles of Internet Marketing

 

 

Prerequisite:  Acceptance in the EBUS accelerated degree completion program.

 

Credit:  3 Credit Hours

 

Catalog Description: This course examines marketing operations as applied to Internet marketing.  Concepts covered include, the psychology of web marketing, strategies for building new online brands and extending existing brands on the web, fundamentals of E-tailing, buyer motivation, tactics for increasing web presence and activity.  Topics include: E selling, URL submission techniques, search engine positioning, affiliate programs, banner advertising, contests, auctions, classified ads the use of e-zines and online newsletters. Students will use skills from this class in marketing their website.

 

Mission:  The student in the accelerated E Business major will receive:

1.       A theoretical understanding of E Business and E Commerce.

2.       A classroom laboratory in which to apply and practice E Business skills and tactics.

3.       Exposure to the common body of knowledge of E Business and E Commerce.

4.       An opportunity to develop an understanding of E Business which integrates textbook theory, work experience, class experience and the input of their own experiences and those of other students.  

5.       An opportunity to develop and manage a working E Business Internet site.

 

Purpose:  To provide students with an understanding of Internet marketing principles.  Emphasis will be on applied theory.

 

Objectives:  Students who successfully complete this course will be able to:

1.       Know the history of the Internet and its evolution as a marketing tool

2.       Know what issues must be considered by marketers desiring a presence on the Internet

3.       Know how marketers are using the World Wide Web to practice interactive marketing

4.       Understand the reasons why Internet projects fail

5.       Know what resources are needed to establish a presence on the Internet

6.       Know the different levels of involvement on the Internet

7.       Know how to plan effectively for e-commerce

 

Course Outline:

I.        Introduction to Internet Marketing

A.     History of selling on the World Wide Web.

B.     Growth of dot.com

           

II.    The Digital World 

A.                  Moore's Law

C.     Digital Environments

D.     Digital Convergence

 

III.   Networks: The Global Matrix

A.                  Marketing with Networks

B. Why the Internet works.

E.      When the Internet fails.

 

IV.         Individuals Online

A. Online Marketing to Individuals

B. Online Consumer Behavior

C. Web users.

 

V.     Web Business Models

A.     A review of models. 

B.     How are Web Models different from Face-to-face models?

C.     Closed-loop Marketing.

D.     Multi-level marketing online

F.      Affiliate Programs

 

VI.         Personalization

A.     Personalization and Marketing

B.     Personalization and

C.     Implementing Personalization

 

VII.   New Product Development and the Net

A.     Browser Wars

B.     New Product Development

C.     Marketing Standards

 

VIII.  Traffic and Brand Building

A.     The Battle for Web Traffic

B.     Domain Names

C.     Portal Presence

D.     Search Engine Positioning

E.      Publicity

F.      Banners and Buttons

 

IX     Pricing in an Online World

A.     Price Sensitivity

B.     Real Time Pricing

C.     Bundling

 

X.            E-Commerce

A.     The Pace of E Commerce

B.      Commerce and Distribution Strategy

C.      Competing against the Net

 

General Assignments and Evaluation of Student Work: Students are expected to attend all classes and to participate actively in class discussions. Students are required to complete all reading assignments, written assignments and group project assignments per the following criteria.  Students must demonstrate evidence of completing the reading assignments by referencing what they have read in their discussion and written assignments.

 

I. Everyone will prepare and participate in all course discussions.

II. Everyone will respond to, clarify, challenge, and expand upon, etc. assignment postings and/or comments from other students throughout the course.

III. In online courses, everyone will log in at least three times per week to review course postings.

IV. All assignments will be completed professionally, including timeliness according to schedules established by the instructor.

 

Students will be given exercises and questions from the textbook and the Internet to ensure the comprehension and understanding of the theories and knowledge from the textbook.  Students will be given tasks to complete in a collaborative setting with an assigned group. The instructor will assign the grade value for these assignments.

 

Students are expected to attend classes, make presentations and actively participate in the discussions. Students should be able to answer questions from the instructor and their peers about their presentations. Students are expected to share and expand their critical thinking of the subject and offer insightful substantive information.  The instructor will assign the grade value for participation.

 

Students will be assigned individual written work throughout this course. The responses are to reflect the students understanding of the course material. They should demonstrate the student's ability to express their ideas clearly and in a concise manner. Correct grammar, spelling and format are expected. The student will be expected to keep a course journal and submit a weekly journal report to the instructor. The instructor will assign the grade value for this area.

 

Course/Program Assessment: The course curriculumwill be assessed by the quality of students' performance on individual and group written assignments, class discussions and a web site project.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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Required Texts and/or Materials:

Kleindl, Brad; (2000), Strategic Electronic Marketing: Managing E-Business (with Info. Trac.), South-Western.

 

 

Bibliography: