CURRICULUM PROPOSAL FORM #3
UNIVERSITY OF WISCONSIN-WHITEWATER

Effective:

Autumn 2001

If adding a Graduate component to an existing course, check here ___

 

Course Number: *	260-351	Cross Listed Number:
Course Title:	Internet Marketing

(limited to 65 characters)
 

15 Character Abbreviation:	Internet Marketg
25 Character Abbreviation:	Internet Marketing

 

Sponsor:		Marilyn Lavin		E-mail Address:	lavinm@uwwvax.uww.edu
Department:		Marketing		College:	Business and Economics
Co-sponsor:				E-mail Address:
Department:				College:
	* You MUST verify course numbers with Registrar's Office prior to submitting (x1211)

Other Programs Affected:

Marketing Major and Minor

 

Check if course is to meet any of the following requirements:
X__ None	__ Writing	__ Computer	__ Diversity	__ General Ed and Area

 

Credit/Contact Hours: (per semester)
Total lab hours:			Total lecture hours:	45
Number of credits:	3		Total contact hours:	45

 

Check if course is repeatable:

X_ No

_ Yes

(if yes, answer the following questions)

 

Enter the appropriate titles if the course is required in any of the following:
Major Title(s)
Minor Title(s)
Emphasis Title(s)

Course justification:
The Internet is driving profound changes in contemporary marketing practice. Employers rightfully expect today’s marketing students to be familiar with this technology, and its ramifications for both the Business-to-Consumer and Business-to-Business markets. This course to designed to help meet those needs.

Relationship to program assessment objectives:
As specified in the department’s annual report, the proposed course meets four important program goals.

Develop a high level of technical ability—The Internet is a highly technical and evolving medium. The proposed course exposes students to important technological changes and provides hands-on experience.

Increase analytical thinking and problem solving skills of students—Through the course, students will solve a variety of unstructured problems and will complete assignments that require analytical skills.

Enhance students’ written and oral communication—Through assignments, projects, presentations, and group projects, students will have the opportunity to enhance how they communicate with others.

Instill students with an appreciation of the significance of ethical issues and their implications for business practice—the Internet is a medium where unethical behavior can occur, often unchecked. The proposed course will focus in detail on legal issues that drive undesirable legal and ethical behaviors.

Course description:
This class is designed to provide marketing majors and minors with basic knowledge of the Internet so that they can understand why this technology has and will continue to exert such an important impact on marketing practice. It will also consider such topics as web demographics, the online business model, web enhancement of products and services, personalization, traffic and brand building, net exchanges, and online community. In addition, the class will explore the impact that the Internet is having on such traditional areas of marketing concern as research, new product development, segmentation, personal selling, pricing, and distribution.

Course prerequisites: 260-311 Principles of Marketing

If dual listed, list graduate level requirements for the following:

1. Content (e.g., What are additional presentation/project requirements?) N/A

2. Intensity (e.g., How are the processes and standards of evaluation different for graduates and undergraduates? ) N/A

3. Self-Directed (e.g., How are research expectations different for graduates and undergraduates?) N/A

Course objectives and tentative course syllabus:
 
 

Course objectives:

Marketing on the Internet will be for the foreseeable future an evolving area of business that has no certain paths to success. Indeed, many issues including privacy, taxation, and time to profitability are still open to debate Through class discussions of topics being considered in the business press and related take-home essay exams, students will be urged to consider a wide range of important issues for which there are no "textbook answers." Such experiences offer students an excellent opportunity to develop their critical thinking skills.

Students should improve their sensitivity to ethical issues. The class will consider such ethical dilemmas as the need to gather online consumer information necessary in order to customize products and services, customers’ rights to privacy, and the dissemination of digital products such as music, film, and other intellectual property.

Students will gain an understanding of the technology of the Internet and why it has such important implications for Marketers. In particular, they will become familiar with Moore’s Law, Metcalfe’s Law, the possibilities and limitations of digital environments, and the power of networks.

Students will be able to apply general principles to specific business situations. Team projects will require students to develop class presentations in which they explore a particular topic in-depth and relate the topic to the content of a specific, existing site. Additional team efforts require them to use general course content to evaluate the overall viability of a site assigned by the instructor.

To prepare for Marketing careers, students will be able to identify particular types of site content. In particular, they will learn the differences between first, second, and third generation sites, understand different ways in which sites may generate revenues, know the capabilities and data requirements necessary to use various methods of personalization, and learn how to establish online communities.

Students will gain an understanding of "net exchanges." They will become aware of

the wide range of industries in which these exchanges are being developed, examine the types of transactions likely to be carried out on such sites, and consider the extent to which these exchanges may replace some traditional Marketing functions.

Requirements:

All students should read assigned chapters prior to class. The text introduces many new terms and ideas, and students will find it helpful to acquaint themselves with this material before classroom discussions.

The class will be divided into five groups. Each group will be assigned a topic from those listed on the schedule of assignments, and each group will present a 30 minute discussion of the topic to the class. To prepare for the presentation, members should visit the web site that supports the text, and read the linked articles listed under "Stories" for the particular topic being considered. They should also visit the site of the "Innovative Company" listed for that topic. The resulting presentation should provide the class with an in-depth discussion of the material contained in the articles. It should also incorporate specific examples to support general ideas; these examples may be taken from either the "Innovative Company" site or from another site with which the students are familiar. All members of the group are to be actively involved in the presentation, and the use of Power Point and appropriate pages from the site are expected.

Each group will also complete a situation analysis for one of the marketers assigned below. In developing the analysis, the following topics should be considered: target market, online demographics of that market, online and off line competition, financial ability to support a site, and the viability of the web business model . Each group will write an 8 to 10-page report and deliver a 30-minute presentation of its findings to the class. In developing this assignment, the group should make use of the online material that supports Chapter 13 of the text.
 
 

Group 1 reflect.com

Group 2 Kozmo.com

Group 3 e-loan.com

Group 4 HomeAdvisor.com

Group 5 MP3.com
 

Grading:

Mid-term 1 20%

Mid-term 2 20%

Presentation 20%

Situation Analysis 20%

Final Exam 20%

Exams: All exams will include fill-in-the-blank answers and an essay question. The essay component may be a take-home.

Grading: Grades will be curved. Anyone obtaining a total score of 90 or better is guaranteed an "A." Depending on the distribution of class scores, however, some totals below 90o may also receive an "A" grade. The same rationale applies to other grades. For this reason, to be able to assess "where you stand" in the class, you should keep track of your numeric scores and the grade distribution for the rest of the class (a distribution will be provided when exams and projects are returned.)

Attendance: Class lectures, discussions, and group presentations will contain much information that is beyond the scope of the class text. All of this material is testable. Consequently, it is strongly advised that you attend class on a regular basis. Attendance in this class, however, will not be taken, and attendance per se will not be considered a component of the final grade.

Assigned Readings:

Ward Hanson, Principles of Internet Marketing. Southwest Publishing. 2000

web site: http://hanson.swcollege.com This site is up-dated so that the text material remains current.

Marilyn Lavin, "id Software: Marketing in Cyberspace and Beyond" To be distributed in class.

The impact of the Internet on marketing practice is revolutionary and continuous. Consequently, you may expect regular handouts to keep you informed of the latest developments.

Week 1
Organizational Meeting
Introduction
Text, Chapter 1

Week 2
The Digital World
Text, Chapter 2

Week 3
"id Software: Marketing in Cyberspace and Beyond"
www.idsoftware.com
Networks
Text, Chapter 3

Week 4
Individuals Online
Text, Chapter 4
Presentation: Group 1

Week 5
Mid-term 1
Web Business Models
Text, Chapter 5

Week 6
Web Business Models (cont’d)
Customer Support and Online Quality
Text, Chapter 6

Week 7
Customer Support and Online Quality (cont’d)
Presentation: Group 2
Personalization
Text, Chapter 7

Week 8
Personalization (cont’d)
Presentation Group 3
New Product Development and the Net
Text, Chapter 8

Week 9
Market Research Online: The Intel Experience
Mid-term 2

Week 10
Traffic and Brand Building
Text, Chapter 9
Presentation: Group 4

Week 11
Online Community
Text, Chapter 10

Week 12
Pricing in the Online World
Text, Chapter 11
Presentation: Group 5

Week 13
Net Exchanges and their Impact on Traditional Marketing
"Is the Internet Stronger Than Steel?" Fortune, May 15, 2000, pp 148-176.
Other Handouts

Week 14
Presentation of Situation Analyses
Written reports due.

Week 15
Legal Issues on the Web
Text, pp. 423-433
Final Exam in regularly scheduled period.
 
 

Develop technical ability.
Weeks 1-4: Consideration of what is a digital product, cost advantages of digitalization (Moore’s
Law), the communication advantages of networks (Metcalf’s Law), how the Internet works, issues related to Broadband, Interactivity, and
Stage 1, 2, and 3 sites.

Week 8: Discussion of various forms of personalization software and data required to use each. Increase analytical thinking Three exams each
include take-home component that requires students –working alone or with one other class member – to apply text/class material to an actual web site. Situation analysis of an existing web marketer that considers the target market, competition, and overall viability of the business model of the assigned web marketer. Enhance communication Each student is required to write alone or with one other student three 3 take-home essays that are 3-5 pages in length as well as participate with team in writing 8-10 page situation analysis. Each student will do a 15 minute presentation relating text topics to specific web sites as well as participate in 30 minute oral presentation of situation analysis.

Appreciation of ethical issues Week 2: Discussion of ethical issues related to the dissemination of digital products such as music; Week 8: discussion of data required for personalization and potential privacy invasion associated with such data collection; Week 15: discussion of net taxation and the impact that existing "no tax" net policy has on governmental programs and land-based competition. Throughout course: discussion of "cookies" and data collection.

*"B2B Boom: What’s What,"(2000), Special Report, Fortune, May 15, 142-192.
*Briggs, R. and N. Hollis (1997), "Advertising on the Web: Is There Response before Click-Through,"
    Journal of Advertising Research, March-April, 33-45.
*Day, George S. (1998), "Organizing for Interactivity," Journal of Interactive Marketing, 12, no.1, Winter, 47-53.
*Fournier, S., S. Dobascha and D.G. Mick (1998), Preventing the Premature Death of Relationship Marketing,"
   Harvard Business Review 76, 42-51.
*Gilder, G. (1993), "Metcalfe’s Law and Legacy," Forbes ASAP, September 13; also available at http://www.global.forbes.com/asap/gilder/telecosm4htm.
Hagel, J. and A. Armstrong (1997), Net Gain: Expaning Markets Through Virtual Communities, HBS Press, Cambridge.
*Inansiti, M. and A. MacCormack (1997), "Developing Products on Internet Time," Harvard Business Review 75, no.5, 108-117.
*"Is the Internet Stronger Than Steel?" (2000), Fortune, May 15, 143-176.
Jolson, M. (1997), "Broadening the Scope of Relationship Selling," Journal of Personal Selling and Sales Management 17, no.4, 75-88.
*Kestnbaum, R., K. Kestnbaum and Pamela Ames (1998), "Building a Longitudinal Contact Strategy,"
Journal of Interactive Marketing, 12:1, Winter.
Lavin, M. (1996), "Id Software: Marketing in Cyberspace and Beyond,"
*Magretta, J. (1998), "The Power of Virtual Integration: An Interview with Dell Computer’s Michael Dell," Harvard Business Review, March/April, 79.
Milgrom, P. (1989), "Auctions and Bidding: A Primer," Journal of Economic Perspectives, Vol. 3, no. 3, Summer, 23-36.
*Peppers, D. and M. Rogers (1991), The One to One Future, Doubleday.
*Sealy, P. (1999), "How E Commerce Will Trump Brand Management," Harvard Business Review, July/August, 171-76.
Shapiro, C. (2000), "Will E-Commerce Erode Liberty?" Harvard Business Review, May/June, 189-196.
*Sinha, I. (2000), "Cost Transparency: The Net’s Real Threat to Prices and Brands," Harvard Business Review, March/April, 43-50.
Sterne, J (1996), Customer Service on the Internet, Wiley.
*Tapscott, D. (1997), Growing Up Digital: The Rise of the Net Generation, McGraw-Hill.
*Van Heck, E. (2000), "The Cutting Edge in Auctions," Harvard Business Review, March/April,
18-19.