MKT 475 Marketing Strategies for E-Commerce
Tuesday, Thursday 2:00 to 3:15, Room BB 209
(Prereq: MKT 360 or Consent of Instructor)
Professor Dr. Terence L. Holmes Phone 762-4108, e-mail
terry.holmes@murraystate.edu
Office Hours Monday, 4:00 to 5:30 p.m.
BB 409 C Tuesday and Thursday, 8:30 to 10:30 a.m. & 3:30 to 4:00 p.m.
Wednesday, 8:30 to 11:00 a.m., 1:15 to 2:15 p.m.,
(if none of these work, we can make an appointment)
Required Textbook
Cox and Koelzer, Pearson Prentice Hall, 2004.
Course Description
This course addresses selected computer/technology applications in
marketing. Concepts and techniques
important for understanding and applying such systems are emphasized.
The course is web-enhanced, with
both instructor- and publisher-upplied web resources. The instructor
website is http://campus.murraystate.edu/
academic/faculty/Terry.Holmes (if you are reading a hard copy of
this syllabus that looks like a lot of
typing,
but you can get there in three clicks from Racernet) and the publisher website is http://www.prenhall.com/cox.
More information on how we’ll use these websites will be provided during the semester.
Learning Objectives
After completing MKT 475, students will be able to . . .
1. Define basic Internet marketing and e-commerce concepts and terminology
2. Recognize Internet and other important technology applications in marketing
3. Recognize and identify e-commerce and e-business models and their
appropriate use
4. Apply web design techniques in addressing elements of
the marketing mix
In part, the learning objectives are designed for students to develop the characteristics the university seeks to instill
in its graduates, which are listed at the following site:
http://www.murraystate.edu/scholarships/msugrad.htm
Exercises
Students will participate in several lab exercises pertaining to various
course topics. I will provide
details preceding each exercise. Discussions pertaining to these
exercises will form part of the
participation grade.
Participation and Attendance
Activities will consist of class discussion, lecture, and class exercises
in the lab. During presentations in the lab by the instructor and other
students, all monitors shall be turned off. You should attend class
regularly, prepared to discuss assigned material and participate
in assigned activities. In-class performance of all activities and discussion of the attendant issues
and information raised by these activities represents an integral part of the learning process.
Missing class will result in the following adjustment to the final grade:
four classes missed, one letter grade; six classes missed, two letter grades;
more than six unexcused absences, E for the course. Disruptive behavior will result in a lower participation
grade. Examples of disruptive behavior include leaving early and working
on non-class related activities. Any time E-tail Web Site Design is
listed as a class activity you are expected to be working on your web
site. You may choose to do site design and editing work outside of class,
on your own time. That is fine, and commendable, but you must spend class
time productively, visiting sites for design, merchandising, and other ideas, or
using it to talk with me about ideas for your project. Attendance is
mandatory during the demonstration of web sites at the end of the semester.
Grading
There will be three semester exams of mixed format (i.e., one or more
of the following: short essay, definition, multiple choice,
problem solution). Make-up exams, given only for a university approved excuse, in a format designated by the instructor, must
be scheduled within 24 hours of the missed exam. An e-store development project and hands-on exercises/participation will form
the remainder of your grade. A detailed breakdown of the grading for the project and the lab exercises will be provided during
the semester. Grades are determined by total points as follows:
Exam 1 100
A = 537 or more points (89.5%)
Exam 2 100
B = 477-536
Final Exam 100
C = 417-476
Project 150
D = 357-416
Exercises 100 E = fewer than 357 points
Participation 50
Total 600 points
Academic Honesty Policy
You are expected to adhere to the standards of academic honesty, as
stated in the
undergraduate bulletin.
Special Assistance
Please inform the instructor early in the semester of any special needs
related to disability.
Schedule
Jan
17
Introduction:
syllabus, teaching philosophy, importance of Marketing
as a field of study, Overview of Marketing
19
Chapter 1,
24 Lab "E-Commerce
Intro," E-Storefront Project
Phase
I
26 Chapter 2,
31
Feb 2 Chapter 3, Web Site
Content, E-tail Web Site
Design
Feb
7
Retail Management Overview, Usability of Online Stores,
Lab
"Online Store Usability," E-tail Web Site
Design
9 Chapter 4, Site Attractiveness, Case/Exercise "Mall Anchors Away!," Retailer Site Visits,
Attractors, Lab
"Attractors," E-tail Web Site
Design
14
E-tail Web Site
Design, Exam
Review
16
Exam 1 (Chapters
1-4 and any supplemental material)
21 Chapter 5, Site Appearance & Organization, E-tail Web Site Design,
Exercise,
"Alternatives for Taking an E-Storefront Live"
23
Lab "Colors"
28
Chapter 6, Publicizing
& Linking your site, E-tail Web Site
Design
Mar 2
Lab "Links,"
E-tail Web Site
Design
7
Chapter 7, Internet Advertising, E-tail Web Site
Design
9 Lab
"Promotion,"
E-tail Web Site
Design
14
Chapter 8
16
E-tail Web Site
Design, Exercise "Promo Products" (a
handout, not a hyperlink)
21 Spring Break
23
28
Chapter 9, E-Mail
Marketing, E-tail Web Site
Design
30
E-tail Web Site
Design, Exam Review
Apr 4 Exam 2 (Chapters 5-9 and any supplemental material)
6 E-tail Web Site
Design
13
E-tail Web Site
Design
18 Chapter 11, Composing E-Mail, E-tail Web Site Design
20 Lab
E-Mail, E-tail Web Site
Design
25 Demonstrate Your Site
27 Demonstrate Your Site
May 2 Demonstrate Your Site
4
Demonstrate Your Site,
Final Exam Review
Final Exam Wednesday, May 10, 1:30 p.m.
Back
to Terry Holmes' main page
Supplemental Lab Exercises
3 Lab
Exercises,
4 Lab
Exercises
5 Lab
Exercises
6 Lab Exercises
7
Lab Exercises
8 Lab Exercises
Statement of Affirmative Action and Equal Opportunity
Murray State University does not discriminate on the basis of race, color, national origin, sex, religion, marital status, age, or disability in employment, admission or the provision of services, educational programs and activities, and provides, upon request, reasonable accommodation including auxiliary aids and services necessary to afford individuals with disabilities an equal opportunity to participate in all programs and activities. For information regarding nondiscrimination policies contact the Office of Equal Opportunity, 270-762-3155 (V) or 270-762-3311 (TDD).
University Links
Academic Honesty: http://www.murraystate.edu/cbpa/PDF/Honesty.pdf
Code of Ethics: http://www.murraystate.edu/cbpa/PDF/Ethics.pdf
Appeals/Grievance: http://www.murraystate.edu/cbpa/PDF/Appeals.pdf