Internet Marketing for Small Businesses Course Syllabus

Internet Marketing for Small Businesses

Course Syllabus
Spring 2011

Instructor	Gregory K. White Office: 307 Winslow Hall Telephone: 581-3159 Email: gregory.white@umit.maine.edu Class meets at 2:00 to 3:15 in 155 Stevens Hall on Tuesdays and Thursdays.
Office Hours	Mondays, 10:00 to 12:00 and Wednesdays, 12:00 to 1:00. If you cannot meet during these times, you are encouraged to make appointments for a mutually convenient time in advance by calling or through email.
Overview	This course examines both the growth and evolution of electronic commerce and the role it can have in developing and operating a small business. It will provide you with an understanding of the basic issues and marketing concepts for e-commerce and techniques for integrating the Web into business marketing strategies. It will emphasize the marketing of consumer goods, particularly, food and drink products. It assumes that students have basic Web navigation skills. There will be several Web based exercises during the course and presentations by members of the class. Several short papers will be written during the semester.
Prerequisite	An introductory marketing course or permission of instructor.
Course Objectives	By the end of the semester, students will be able to: Identify sources of information which monitor the evolving technology of the World Wide Web as it applies to marketing. Design Web marketing activities which complement the overall marketing strategy of a firm and develop a complete Web marketing plan. Critique the content and structure of commercial Web sites relative to their likelihood of captivating their target audience, effectively use Web technologies, and encourage viewers to take desired actions. Evaluate the performance or success of an Internet marketing program. Students will demonstrate their understanding of these objectives through exams, and the preparation of papers analyzing business use of Internet technologies and marketing principles. Your graded performance in the class will be based on your demonstration of your understanding the material through two exams, two short papers, and a term project and class presentation.
Text	Roberts, Internet Marketing: Integrating Online and Offline Strategies, 2nd ed. The text will be complemented with numerous additional readings, all of which will be available online to students.
Assignments	Two short papers and one long paper will be assigned during the course of the semester. Further instructions will be provided. In addition, there will be many times throughout the semester when each student is expected to discuss with the class Web sites that they believe represent both good and poor examples of the marketing concepts. All communications among course participants are expected to be courteous and respectful. Students are reminded that the University's student handbook states: It is expected that students will conduct their affairs with proper regard for the rights of others and of the University. All members of the University community share a responsibility for maintaining an environment where actions are guided by mutual respect, integrity, and reason. A significant portion of the course grade will be based on the written assignments and responses. Unless agreement is reached in advance, assignments that are late will receive a 5 point deduction for each day past the deadline. The course assumes that students have Internet access and basic Internet search skills. While basic web design concepts and site construction will be presented, web design and HTML programming skills are not needed. Participation in several Web-based surveys of sites and their strengths and weaknesses is expected throughout the semester. Participation in these surveys is one aspect of the “class participation” component of the grade.
Semester grade	Grades will be computed by the following weights: Exams 1 and 2 30% each 2 short papers 5% each Term project paper 20% Class presentation and participation 10% The final grade will be awarded on a scale of 90 or above - A, 80 to 89 - B, 70 to 79 - C, 60 to 69 - D, and 59 or below - F.
Course Conduct	Students are presumed to have read the required reading before attending the class in which it will be discussed and explored the links to the optional Web sites offering additional sources of information and resources. Each student should be prepared to participate in class discussions at every meeting. Should the University be required to close temporarily due to a flu outbreak or other reason, instructions and materials for continuing the course will be distributed through the FirstClass course folder. Students with disabilities who may need services or accommodations to fully participate in this class should contact Ann Smith, Director of Disability Services in 121 East Annex, (voice) 581-2319, (TTY) 581-2325 as early as possible in the semester. A goal for the classroom is to have a positive, attentive, courteous environment that is conducive to learning. Being on time, being alert, participating in discussion and activities, and staying for the full class time are expected behaviors. Class attendance is highly recommended. This course also requires a significant commitment of time away from the classroom. If you have any questions regarding the requirements for this course, please consult me.

Lecture and Assignment Schedule

Internet Marketing for Small Businesses