TITLE: Marketing Applications in E-Business

Content Outline

Grading Procedures

Text & References

Prerequisites

1. CATALOG DESCRIPTION:
   Electronic commerce is an essential component of corporate strategies for firms in business-to-business and business-to-consumer markets. This course focuses on marketing applications in E-Business, with an emphasis on developing operational E-Commerce sites in entrepreneurial enterprises with widely available applications software.
2. PURPOSE:
   In the era of global, consumer-focused, quality-driven business philosophies, the discipline of marketing plays a central role in the formulation and implementation of corporate strategies. This has placed great demands on the discipline's primary functions of; 1) learning about customers and their needs, 2) designing and implementing responsive marketing strategies for goods and services, and 3) communicating these efforts to customers. In recent years, advances in information technology have revolutionized these knowledge-driven tasks made possible by electronic implementation of these functions through E-Business. This course is designed to help students acquire knowledge of these technologies and their application to E-Commerce development.
3. COURSE OBJECTIVES:
   At the conclusion of the semester, students should be able to:
   1. Use Internet technologies in various personal communication applications (Email, forums, discussion lists, personal Web page),
   2. conduct secondary and primary marketing research through electronic media,
   3. use Microsoft Access to create a simple order entry system and analyze data for database marketing and business geographics applications in marketing, and
   4. create a Web retailing site with promotional, product description and selection, shopping cart, order processing, payment and customer service functions.

4. CONTENT OUTLINE:
   E-Business Strategies and Tools, Electronic Communication Technologies, Database, Database Marketing, Business, Geographic Applications, Personal Web Site Design, and E-Commerce Site Design
5. INSTRUCTIONAL ACTIVITIES:
   Application exercises, Internet and WWW exercises, class discussion list, and lecture.
6. FIELD, CLINICAL, AND/OR LABORATORY EXPERIENCES:
   None
7. RESOURCES:
   Text, Internet and WWW resources, handouts, CD ROM databases.
8. GRADING PROCEDURES:
   1. GRADING FACTORS:

      Factor	Final Grade %
      Exam 1	25%
      Exam 2	25%
      E-Commerce Web site development	25%
      Database development project	12.5%
      Personal Web site Development	12.5%

      
      
   2. GRADING SCALE:

      Average		Grade
      90% or above		A
      80 - 89%		B
      70 - 79%		C
      60 - 69%		D
      Below 60%		E

      
      
   3. GRADING NOTE:
      The grading scale will be altered only for the benefit of the class.

   4. DAILY EXERCISES:
      Most daily exercises require submission of written material to the course discussion list. These exercises are not formally graded, though their completion is recorded. This information will be used in determining grades in marginal situations, i.e. within one point of the boundaries cited below.
   5. GRADED ASSIGNMENTS:
      Graded assignments are due by 4:30 PM on the date specified.  Late assignments will be assessed a 20% grade penalty.

   6. MAKE-UP EXAMS:
      Students may make up missed examinations only in extremely unusual circumstances and only with prior consultation with the instructor.

   7. EXTRA CREDIT:
      Individual extra work to improve a grade will not be allowed.

   8. FINAL EXAM & WORK:
      All students will take the final exam.  The Faculty of the Department of Management and Marketing expects professional quality performance on all written work submitted for credit in our courses. Professional quality performance includes; 1) proper grammatical construction and spelling, 2) logical and clear presentation of content, and 3) neat, well structured documents.

   9. CLASS PREPARATION:
      The Faculty of the Department of Management and Marketing expects students to be prepared for each class meeting. This includes studying assigned material before the class meeting at which it will be discussed. It also includes participating in class discussions.

9. ATTENDANCE POLICY:
   Students are expected to complete course Assignments on a timely basis. Attendance is neither recorded nor formally graded.
10. ACADEMIC HONESTY POLICY:
    With this reference, the Academic Dishonesty Policies of Murray State University and the College of Business and Public Affairs are incorporated into this document. These policies will be enforced vigorously in this course. Copies are available in the classroom and from the instructor. Students have full responsibility for reading, understanding and complying with these policies.
11. TEXT AND REFERENCES:
    1. Maddox and Blankenhorn, Web Commerce: Building a Digital Business, 1998.
    2. Web Sites
       1. http://live.excite.com/?uid=F730005933D15335 
          This site contains course information, current articles on related topics and links to Web sites related to this course. You should plan to consult it often during the semester. 

       2. http://www.upside.com/
          This is the site for the publisher of the course text.  It offers an Executive Briefing news service to highlight important daily events in Ecommerce as well as more extensive articles on relevant topics

12. PREREQUISITES:
    MKT 360 or consent of instructor