RobertH.SmithSchoolofBusiness UniversityofMaryland SYLLABUS Instructor: Class: OfficeHours: Textbook: Classwebsite: Laptop: Prerequisites: Dr.MichaelTrusov 3454VanMunchingHall,CollegePark (301)4055878 mtrusov@rhsmith.umd.

ov@rhsmith.umd.edu TuesdayandThursday, 11:00am - 12:15pm 9:30am - 10:45am 2:00pm - 3:15pm

ElectronicMarketing(BMGT484) Spring2014

(College Park section 0101, VMH 3505) (College Park section 0201, VMH 3505) (College Park section 0301, VMH 3505)

Beforeandafterclassandbyappointment.Walkinswelcome(VMH3454). eMarketing:theEssentialGuidetoDigitalMarketingbyRobStokes,4thedition,Quirk Education(availableat:https://www.quirk.biz/emarketingtextbook/download). http://emarkets.rhsmith.umd.edu/ (logininformationtobeprovidedonthefirstdayofclass) Considerbringingyourlaptop. BMGT350.Restriction:MustbeinamajorinBMGTRobertH.SmithSchoolof Business.

COURSEOBJECTIVES Thiscourseexaminestheprocessofdeveloping,implementing,andanalyzingstrategiesforsuccessfully marketingavarietyofexistingandpotentialproductsandservicesontheInternet.Specialattention devotedtothetoolsandtechniquesuniquetotheelectronicmedia.Specifically,thecoursewillhelp you: 1. Tounderstandtheimportanceofamarketingorientationinthedevelopmentofwebsites. 2. Tobecomeknowledgeableofuptodatemarketingtermsandtechnology. 3. TolearnhowtocreateaprofitablemarketingstrategyfortheInternet. 4. Todevelopleadership,teamworkandcommunicationskills. 5. Tonurturecreativityandcriticalthinkingskills.

TENTATIVESCHEDULE # 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Date Tue,Jan28 Thu,Jan30 Tue,Feb4 Thu,Feb6 Tue,Feb11 Thu,Feb13 Tue,Feb18 Thu,Feb20 Tue,Feb25 Thu,Feb27 Tue,Mar4 Thu,Mar6 Tue,Mar11 Thu,Mar13 ClassActivityandDues IntroductionandCourseOverview TheInternetandWWW:Foundations SubmitPreferenceTeamMembers WebBusinessModelspartI MeetTeamMembers TeamworkonProjectIntroduction WebBusinessModelspartII SubmitProjectIntroduction OnlineResearchPartI OnlineResearchPartII ExamReview:Q&A Midterm#1 DesigningaSiteforUsability WebDesignSoftwareTutorials Individualworkonpersonalwebsite WebDesignSoftwareTutorials WebsiteanalysisGoogleAnalytics OnlineBranding SubmitSituationalAnalysisandProjectGoals Submit1stpeerevaluation SPRINGBREAK SPRINGBREAK Projectfeedbackteamsmeetwiththeinstructor Projectfeedbackteamsmeetwiththeinstructor DrivingTraffictoYourWebsitePartI DrivingTraffictoYourWebsitePartII DrivingTraffictoYourWebsitePartIII ExamReview:Q&A Midterm#2 SocialMediaMarketingPartI Submit1stInstallmentofpersonalwebsite SocialMediaMarketingPartII Pricinginanonlineworld EmergingTopicsineMarketing EmergingTopicsineMarketing Submitpersonalwebsitefeedback ProjectPresentations ALLteamsmustsubmitfinalpaperandteamwebsite ProjectPresentations ProjectPresentations Submitfinalversionofthepersonalwebsite ProjectPresentations Submit2ndteampeerevaluation Readings vii.TheInternet Ch1,7 Ch8,9 Ch2,20 Ch21 Ch4,5,6 Onlinetutorials Onlinetutorials

15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31

Tue,Mar18 Thu,Mar20 Tue,Mar25 Thu,Mar27 Tue,Apr1 Thu,Apr3 Tue,Apr8 Thu,Apr10 Tue,Apr15 Thu,Apr17 Tue,Apr22 Thu,Apr24 Tue,Apr29 Thu,May1 Tue,May6 Thu,May8 Tue,May13

Ch10,11 Ch12,13 Ch14,15 Ch16,17 Ch18,19

Last revised: 1/27/2014

FORMATOFCLASS Yourgradewillbebasedonyourpointtotalinthiscourse.Therequiredworktotalsto1000points. Twentyfivepercentofyourgradewillbebasedonateamprojectwhereyouwillapplywhatwehave learnedinclass,furtherdevelopyourteambuildingskills,leadership,oralandwrittencommunicationas wellasreceiveexperienceindiversity.Youwillhaveanopportunitytoevaluateyourteammembers contributiontotheprojectthroughtwopeerevaluations.Youwillalsobegetting/providingafeedback from/toyourclassmatesonthePersonalwebsiteproject.Youarestronglyencouragedtobeanactive learnerandaskquestionsinclassandatofficehours. EXAMS Thethreeexamswillbenoncomprehensiveandwillcomefromthetextandclassnotes. Theexamswillbeacombinationofmultiplechoiceandopenendedquestions.Tobeexcusedfroman exam,youmustsubmiteitheradoctorsnoteforanillnessoranotefromauniversityauthority documentingparticipationinauniversitysponsoredactivity.Youwillonlybeabletorescheduleone examduringthesemester.Youmustnotifymebeforemissingtheexam. WEIGHTINGofASSIGNMENTS Deliverable Points Writtengroupprojectandwebsiteprototype 100 Groupprojectpresentation 50 Peerevaluationsofgroupmembers 100 Personalwebsite 100 Exam#1coveringclasslecturesandtext 150 Exam#2coveringclasslecturesandtext 150 Exam#3coveringclasslecturesandtext 150 Practicalassignments 100 Discussionparticipation 75 Attendance 25 TOTAL 1000

Last revised: 1/27/2014

POINT/GRADECONVERSION 1000950 A 769740 C 949900 A 739700 C 899870 B+ 699670 D+ 869840 B 669640 D 839800 B 639600 D 799770 C+ 590or< F TEAMPROJECT Youwillbeorganizedinto4to5personteamsatthebeginningofthesemester.Throughoutthe semester,youwilldevelopanInternetmarketingplanandanaccompanyingwebsiteprototypefora smallbusinessornotforprofitorganization.Attheendofthesemesteryouwillsharetheprojectswith theclassinanoralpresentation.Afinalpaperandwebsiteprototypewillbedueatthebeginningof classonThursday,May1,2014.Youwillbeactingasconsultantsandwilldelivertotheclientafinished marketingplanandthewebsite. STUDENTSWITHDISABILITIES Pleaseinformmeofyourneedsatthebeginningofthesemester.Iwillthenconsultwiththe departmentchairandtheDisabilitySupportServiceinordertodetermineandimplementappropriate academicaccommodations. RELIGIOUSOBSERVANCES Studentswillnotbepenalizedbecauseofobservancesoftheirreligiousbeliefs;studentsshallbegiven anopportunity,wheneverfeasible,tomakeupwithinareasonabletimeanyacademicassignmentthat ismissedduetoindividualparticipationinreligiousobservances. AcademicIntegrityandIntellectualStandards TheRobertH.SmithSchoolofBusinessfostersanenvironmentofacademicintegrityanddevelopmentof thoughtfulandsoundanalysis.Facultyandstudentswillholdeachotheraccountabletomeeting intellectualstandardsincludingdemonstratingclarityofthought,articulatingstatementsbasedon evidence,presentingrelevantarguments,andengaginginlogicalreasoning.Byadheringtothese standards,studentswilldevelopessentialcriticalthinkingskillstobedemonstratedinboththeiroraland writtenwork. TheUniversity'sCodeofAcademicIntegrityisdesignedtoensurethattheprinciplesofacademichonesty andintegrityareupheld.AllstudentsareexpectedtoadheretothisCode.TheSmithSchooldoesnot tolerateacademicdishonesty.Allactsofacademicdishonestywillbedealtwithinaccordancewiththe provisionsofthiscode.PleasevisitthefollowingwebsiteformoreinformationontheUniversity'sCode ofAcademicIntegrity:www.shc.umd.edu

Last revised: 1/27/2014

Marketing Elective - Extra Credit Opportunity

Research Experience
In order for you to understand the role of academic research in marketing, you will have the opportunity to participate in one of two extra credit research sessions during the course of the semester, each lasting about 1 hour. You may participate in one session to earn a maximum of 1% extra credit in your marketing elective course. If you are enrolled in another marketing elective course then you may participate in a second session to obtain an additional 1% extra credit in that course. (Note: Two credits cannot be assigned towards the same course.) Research sessions will be conducted over two separate weeks during the semester, during which several appointment times will be available. You may participate only once during each round. SESSION DATES * ROUND 1: March 4-7 ROUND 2: April 8-11 *All research sessions will be held in the Smith Behavioral Lab (VMH 3518). HOW TO REGISTER To sign up for research sessions, you must first go to http://rhsmith-umd.sona-systems.com/ and create an account by clicking the New Participant link. Only create one account for all of your courses which require research participation. When creating your account make sure to select your correct course and section number. If you are currently enrolled in two or more marketing elective courses and need to select multiple courses, please hold down the CTRL (PC) or Command (Mac) key while selecting. Once you have successfully logged-in you will be able to view studies and sign-up online. Sign-ups will begin approximately one week prior to the start date of each round. 1If you choose to participate in a research session, your responses will be confidential. That is, your name will not be associated with your responses to the study questions at any time. All data you provide will be grouped with data others provide for purposes of reporting and presentation. If you do not wish to participate in a research session, you may substitute an alternative assignment: preparing a summary and critical analysis of a recent marketing research article. To access the assignments and articles, you will also need to sign up online at http://rhsmith-umd.sona-systems.com/. To receive the 1% credit, the alternative assignment must be submitted to the email address provided on the website by the due date. If you have any questions about the research experience or have difficulty signing up for lab sessions please contact Antonio Tyson, Smith Behavioral Lab Manager at participate@rhsmith.umd.edu.

Last revised: 1/27/2014