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Internet
Marketing
Marketing via the
World Wide Web
Course Syllabus and Information
Spring, 2008
MRKT 266
MRKT 266 - Marketing on the Internet: Syllabus
MRKT - 266: INTERNET MARKETING
Welcome to the Marketing program and Internet Marketing. You
must take the time to read and study the following information, as it will probably answer
many of the questions you may have about the course. It is the student's obligation to
read, understand, and abide by the policies outlined in this syllabus.
Course Catalog Description: Students will learn how the Internet has become an
indispensable tool for business and the role that Web sites play in marketing products and
services. Students will learn the advantages and disadvantages of Internet marketing, and
how to build a site that reflects good marketing practice. The course also covers Web
hosting options, costs, site content, and site maintenance. NOTE: Although the course
does cover basic site development and good marketing practice, it does not cover detailed
HTML programming. (Prerequisite or co-requisite: MRKT 101 or MRKT 105 or MRKT
111, minimum grade of “C” or permission of instructor.)
Course Objective: Students will learn how the Internet has become a necessity in
modern business, and discover how this medium can assist in marketing. The Internet is
an extremely useful tool for marketing planning, and has become a necessary and integral
part of a firm’s marketing mix. The primary objective of the course is to focus on how
the Internet can serve as an invaluable resource for the marketer.
Narrative: Internet Marketing is designed give students a practical, hands on
understanding of how the Internet can be used in marketing, business and our personal
lives. Web sites for electronic commerce and marketing have become the most exciting
new development in business for many years.
There are 2 academic perspectives of the course - one being “how to market on the
Internet” - the other “how products and services are marketed to us via the Internet”.
MRKT 266 – Internet Marketing is a hybrid of information - marketing and technology.
Web surfers will greatly benefit from the marketing orientation and marketing students
will benefit from a much improved understanding of Internet technology.
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MRKT 266 - Marketing on the Internet: Syllabus
What this course does NOT cover:
It may seem unusual to cover what we don’t cover - but the title may lead to
misinterpretations of what this course is about. It is not the goal of MRKT 266 to turn
students into Web masters, graphic designers, nor HTML programmers. Some
mistakenly believe after this course they will be able to design a sophisticated e-
commerce site to compete against Amazon. Those areas require a separate and
comprehensive technical curriculum. It is the marketer’s role to take good marketing
practice to those technology specialists. As such we learn how to develop basic Web
sites reflecting good marketing practice, but we do not cover detailed HTML
programming techniques, advanced Web site nor e-commerce design. We also don’t
cover specifics on how to sell off all your old items on e-Bay.
What will I learn?:
You will learn about the Internet from its beginnings until present day and the
advantages and disadvantages of marketing on-line. You will develop a strong
foundation in marketing as it relates to the Internet. You will learn the marketing
essentials for appropriate Internet Marketing and will actually build a website
incorporating all the marketing ingredients for you to get started in business. Your site
will include hyperlinks, photos, text, colors, background, etc. In fact students have taken
sites developed in this class and used them for business after the semester ended. You
will learn practical skills.
Required texts, software, and materials:
Internet Marketing: Foundations and Applications; Siegel, Carolyn; 2nd edition;
Houghton Mifflin; 2006; ISBN 0-618-51999-8; primary text for lectures and tests.
PageBreeze, a free HTML editor. Download this to your personal computer to work on
your website at home. Please go to www.pagebreeze.com and click “download
free HTML editor”.
USB Flash Memory Drive: memory stick. Try to get at least 1GB.
Course Logistics and Grades: The course is divided into 3 units. Following each
unit is an objective type exam. There are additional Internet research assignments
throughout the semester, weekly exercises, as well as required participation in the Web
site project. All exams are given in class. The student must maintain a test average of 65
or better to earn a passing grade for the course. Grades are based on the assignments, test
grades, and project. This is a three credit course.
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MRKT 266 - Marketing on the Internet: Syllabus
Core Competencies:
Communication: The student will communicate information and ideas clearly and effectively
in the written and spoken form and will demonstrate effective listening and reading
skills.
Mathematical/Scientific Reasoning: The student will use mathematical and/or scientific
skills and methods to organize information and develop and test conjectures. The student
will also analyze and solve problems and interpret the results within the context of
practical applications.
Creative Expression: The student will use visual, verbal or written methods of
communication to articulate a response to the arts and/or humanities.
Historical/Societal Analysis: The student will identify and analyze historical and/or
societal issues as then impact current and future trends.
Technology Literacy: The student will use computer systems and other appropriate forms of
technology to achieve professional, educational, and personal objectives.
MF/
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MRKT 266 - Marketing on the Internet: Syllabus
MRKT 266: STUDENT INFORMATION SHEET
Course Number/Section: MRKT 266, Section ___________________________________
Meeting Times: _______________________Location: _________________________
Marketing Team Faculty and Staff:
Name Title Telephone e-mail/web address
Michael "Spike" Fowler Professor (732) 224-2921 mfowler@brookdalecc.edu
spike@spikefowler.com
www.spikefowler.com
Instructor's Mailbox Location: Business Division Office, off lobby in Larrison Hall
Instructor's Desk Location: Larrison Hall, Second floor, West Wing, Room 208
Instructor's Office Hours: ___________________________________________________
Semester Begins:______________________Ends: _______________________________
Last Date to Withdraw from this Class: ________________________________________
College Policies: please refer to the Student Handbook for information regarding:
• Brookdale’s Academic Integrity Code
• Student Grade Appeal Process
• Student Conduct Code
Notification for Students with Disabilities: If you have a documented disability and would
like to request accommodations and/or academic adjustments, contact the Disability
Services Office at (732) 224-2730. Brookdale provides support services for all students
with disabilities. Any student with a disability can make an appointment to request
accommodations.
Course Requirements: to pass this course and earn 3 academic credits, you must
complete the following requirements:
Maintain a minimum test average of 65 for the 3 required exams
Complete the marketing worksheet and receive a passing grade
Complete the Website project and receive a passing grade
Complete the required assignments (e-mail, join the listserv)
Maintain attendance standards as outlined in this syllabus
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Instructor's Testing and Grading Policy: Passing grade is 65; final grades are based on 3
parts, each counting one-third; the 3 unit tests (33.3%), the marketing worksheet
assignment (33.3%), and the Website project (33.3%). Additionally, you are required to
join the listserv and there are two extra e-mail assignments which must be completed, but
are not counted as part of the final grade. Students may, with instructor's approval
submit term projects for upgrade, however, please note the attendance requirement.
90 or > = A Excellent; not attainable w/more than 2 unexcused absences
80 - 89.4 = B Good; not attainable w/more than 3 unexcused absences
70.0 - 79.4 = C Satisfactory; not attainable w/more than 4 unexcused absences
65.0 - 69.4 = D Marginal; not attainable w/more than 4 unexcused absences
<65 = F Unsatisfactory
(work not completed) = INC Incomplete; not attainable w/more than 2 unexcused absences
Website and Marketing Worksheet projects grade conversion:
A+ = 100 C+ = 78
A = 95 C = 75
A- = 90 C- = 70
B+ = 88 D+ = 68
B = 85 D = 67
B- = 80 D- = 65
Grade Descriptions and Interpretations:
The Marketing professor is charged with a subjective interpretation of your work that can often be a difficult task –
unfortunately, it is not a science. The descriptions below fundamentally describe the criteria.
What is an "A"?: a grade of "A" signifies outstanding work that is difficult to improve on.
With a "+", the project is perfect with no possibility of improvement. A minor
improvement or several minor adjustments would describe an "A" or "A –". It further
shows that great effort and integrity were put into the project with an outstanding
outcome by which all other projects would be measured and compared.
What is a "B"?: a grade of "B" signifies good work, that is clearly above average, but not
perfection – it could be improved with some moderate fixes – the effort and integrity are
evident, but the outcome could be improved. With a "+", the project is very good, but not
outstanding. More significant improvements could be made with a "B" and a "B -" is just
above average.
What is a "C"?: a grade of "C" signifies average work, that would not be described as
good or bad – it is average. It would further typify typical college level work that could
be improved. Additional effort and integrity could result in an improved outcome. With
a "+", the project is slightly above average, but neither good nor outstanding. A "C –"
project is slightly below average that needs improvement.
What is a "D"?: a grade of "D" signifies below average work, that meets only very
minimal standards. With a "+", the project is slightly below average. A "D –" project is
near failure.
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Attendance and Testing Policy: tests must be taken in class on the day and time they are
scheduled. Unexcused absences do not waive the student's obligation to take the exam
on the scheduled day. Students who do not take the test on the scheduled date will
receive a grade of 0. With the instructor's permission, the student will be permitted to
take a makeup examination where the maximum achievable grade will be 65.
Instructors may grant exceptions via advance arrangements, or for medical, legal,
personal or other bona fide reasons where students can provide valid written
documentation for the absence. As a general guideline, employers requiring students to
work during a regularly scheduled class is not considered a valid absence.
Expressed in simple and absolute terms, cutting an exam will result in a grade of 0
unless the student has made advance arrangements or produces valid documentation for
the absence.
Additional Attendance and Lateness Policies:
1. If late, see instructor at end of lecture
2. No credit for attendance if student leaves at the break. Students must notify the
instructor if they intend to leave.
3. Credit only for half attendance if student arrives excessively late or leaves early
4. If out for illness or travel, see instructor
5. Not eligible for upgrade projects if you have more than 2 unexcused absences
If you cheat: any student utilizing notes, receiving assistance in any way, or
cheating on an exam or assignment, will receive a zero grade for that exam or
assignment. The student will also forfeit the opportunity to re-test on that exam or
assignment. Expressed in simple and absolute terms - if you cheat in any way, you will
not receive credit for the course.
Deadlines are extremely important:
Grade penalties are invoked for any missed deadlines
Incomplete: a grade of INC may be assigned for students who have been actively
participating throughout the term and approach the end of the terms without having
completed all the course requirements satisfactorily. A student who receives a grade of
Incomplete may continue work to a date as determined by the department. If the student
does not complete the requirements by the established date, the grade of INC will be
changed to an F. Requirements for eligibility are listed below.
Marketing Team's Incomplete Grade Criteria:
1. No more than 2 absences
2. Must have taken 2 of the 3 required examinations
3. Must file appropriate forms within the prescribed time
4. Deadline for completion this term is:____________________________
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Instructor Policies (strictly enforced!):
1. Please have the computers turned OFF at the start of class.
2. Please clean the area around you of paper, etc. not related to our course.
3. During the lecture part of class, you will be asked to turn your monitor OFF.
4. No “instant messaging”, web surfing, gaming, or working on other projects.
5. Absolutely, positively no food or drinks may be consumed in the lab.
6. Please turn off cell phones during the class.
7. Students arriving a bit early can help by checking the printers for paper, and
making certain the board is clear.
Notes:
MF/
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MRKT 266 - Marketing on the Internet: Syllabus
MRKT 266 - LECTURE SCHEDULE
Siegel - Internet Marketing 2e and supplementary lectures
Fifteen Week Schedule
Lecture Date Unit Chapter Title
1 1 Introduction; to Marketing on the Internet; course
logistics; basic and advanced search strategies
Marketing worksheet (download and begin)
1 A Marketing Perspective in the Internet Age
2 1 2 Internet Fundamentals: Operations, Management,
the Web, and Wireless
Lecture: Internet Basics
Marketing worksheet (ongoing)
e-mail and listserv assignment
3 1 3 Identifying Internet Users
Lecture: What the Web Can and Can’t Do
Marketing worksheet (ongoing)
4 1 4 Taking Marketing to the Net
Lecture: What Websites Cost
First e-mail assignment due
Marketing worksheet (ongoing)
5 1 5 Legal and Ethical Issues; Privacy and Security
Concerns
Lecture: Web Hosting Options
Marketing worksheet assignment due
Working with PageBreeze HTML editor
(weekly to end)
Review for the Unit 1 examination
6 Unit 1 Examination
2 6 Taking Internet Marketing International
Lecture: Site Content
Website presentation lottery
7 2 7 Taking Marketing Research to the Net
Lecture: Interface Elements and Features
8 2 8 Using Data Tools to Enhance Performance
Lecture: Site and Page Design
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MRKT 266 - LECTURE SCHEDULE - Continued
Lecture Date Unit Chapter Title
9 2 9 Product in the Internet Marketing Mix
Lecture: Saving Money in Site Design
10 2 10 Price in the Internet Marketing Mix
Lecture: Working With a Web Designer
Website presentations
Review for the Unit 2 examination
11 Unit 2 Examination
3 11 Place in the Internet Marketing Mix
Lecture: Uploading Your Site
Website presentations
12 3 12 Promotion in the Internet Marketing Mix
Lecture: Directing Visitors to Your Site
Marketing letter due (e-mail w/attachment)
Website presentations
13 3 13 The Web Marketing Plan
Maintaining Your Site
Website presentations
14 14 Marketing Site Development: Content, Design
and Construction
Review for the Unit 3 examination
Website presentations
15 Unit 3 Examination
Website presentations
Final grades
Instructors may alter the lecture schedule to allow for field trips, videos, guest speakers, college
closings, etc.
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UNITS AT A GLANCE
Siegel
Unit Title Chapter
1. Introduction to the Internet and the Environment of Internet Marketing
A Marketing Perspective in the Internet Age ................................................1
Internet Fundamentals: Operations, Management, the Web and Wireless....2
Identifying Internet Users..............................................................................3
Taking Marketing to the Net .........................................................................4
Legal and Ethical Issues; Privacy and Security Concerns.............................5
Lecture Material
Internet Basics ..................................................................................Lecture 2
What the Web Can and Can’t Do.....................................................Lecture 3
What Websites Cost .........................................................................Lecture 4
Web Hosting Options .......................................................................Lecture 5
2. Information for Competitive Marketing Advantage
Taking Internet Marketing International .......................................................6
Taking Marketing Research to the Net..........................................................7
Using Data Tools to Enhance Performance...................................................8
Product in the Internet Marketing Mix..........................................................9
Price in the Internet Marketing Mix ............................................................10
Lecture Material
Site Content ......................................................................................Lecture 6
Interface Elements and Features.......................................................Lecture 7
Site and Page Design........................................................................Lecture 8
Saving Money in Site Design ...........................................................Lecture 9
Working With a Web Designer ......................................................Lecture 10
3. The Internet Marketing Mix
Place in the Internet Marketing Mix............................................................11
Promotion in the Internet Marketing Mix ...................................................12
The Web Marketing Plan ............................................................................13
Marketing Site Development: Content, Design and Construction ..............14
Lecture Material
Uploading Your Site.......................................................................Lecture 11
Directing Visitors to Your Site.......................................................Lecture 12
Maintaining Your Site ....................................................................Lecture 13
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MRKT 266 - UNIT CHECKLIST
Exam Unit Test score
Unit 1 Introduction to the Internet and the Environment of Internet Marketing
Chapters 1, 2, 3, 4, 5
`` Lecture Notes: 2, 3, 4, 5 ______
Unit 2 Information for Competitive Marketing Advantage
Chapters 6, 7, 8, 9, 10
Lecture Notes: 6, 7, 8, 9, 10 ______
Unit 3 The Internet Marketing Mix
Chapters 11, 12, 13, 14
Lecture Notes: 11, 12, 13 ______
Internet Worksheet Project: Grade = ______
Website Assignment: Grade = _________
Assignment #1 (e-mail)
Assignment #2 (joining the listserv)
Notes:
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REQUIRED MARKETING ASSIGNMENTS
Hardware Requirement: Students will need a USB flash drive memory stick for
assignments. They are available at the College Store or at office supply and computer
stores. Memory sticks must be brought to class each week.
Assignments: to be typed during class using Microsoft Word. Be prepared each week to
present your materials to the class.
Download the Marketing Worksheet
Go to www.spikefowler.com and follow links to Marketing on the
Internet/Website project. Download and print out the Marketing Plan worksheet
template. Begin to enter this template on to your memory stick. You will be
working on this template each week until your marketing plan is complete and
ready to be submitted (counting as 1/3 of your grade)
Getting Started With PageBreeze
This is a new program for the Spring Semester 2008. Software lessons, file
management and the entire logistics of managing this program are still under
development. Since this is new to everyone, including the instructor, it will be a
class “cooperative” process whereby we will all learn from each other as we
progress. We need to be flexible!
Goal #1: file management. Need to set up a file management system on our
portable USB flash memory drives to save and transport images and files between
the computer lab and home systems.
Goal #2: software navigation. Need to learn the basics of moving around the
program discovering the various features including template pages
Goal #3: web development. Once the first two goals are met, need to begin
development of individual websites.
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Internet Marketing
Required Project Information
- Graded Project -
1. Creation and presentation of a marketing Website: students are required to create a Web
site, designed to market your product or service. You will be given class time to work on the site. We’ll
start with basic company information - the name, the products/service, the location, address, telephone, fax,
etc. We proceed from there to build and sophisticate the site. You will learn how to construct the site
using PageBreeze, an HTML editor that make web development relatively easy.
You will ultimately present your site to the class, using the network computer. You can explain
how you developed the business concept, the principles of sound marketing practice incorporated into your
site, and some points about site aesthetics.
The class will critique your site according to a five point scale:
5 Points Exemplary site - perfect
4 Points Proficient - good, but not perfect
3 Points Proficient -acceptable, but some errors
4 Points Fair - some errors and needs improvement
1 Point Poor – major omissions or many errors and needs remediation
Grading:
Your site will be evaluated by the class and professor according to sound marketing practice,
content and feature, site aesthetics including colors, graphics and typography, ease of navigation through
internal and external links, details including hover text, as well as your overall integrity and the quality of
your presentation. Your site must contain (as a minimum) the below listed elements.
Deadlines, Deadlines!:
Fortunately - or unfortunately, the real world revolves around deadlines. Think of the term
“deadline”! It’s a line that if you cross - you’re dead! Therefore, so as to replicate the real world business
environment, you will be penalized via a grade reduction if your presentation deadline is broken. That’s
pretty lenient, as in the real world you’d probably be fired.
Site Requirements:
A homepage and a minimum of 3 additional pages
At least one table, properly designed and formatted
One or more illustrations (photo’s, clip art) imported from another site
A scanned photograph of yourself
At least one thumbnail photo linked to full size photo
Working links to each internal page and several external links
Appropriate formatting of title, copy, and navigation text
A background theme or color, presenting a unified look
Adequate content to support effective marketing; must support the 4 p’s.
Appropriate checks for spelling, punctuation, grammatical and typographical errors
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Site Requirements (continued):
Artful and effective aesthetics and marketing
A useable URL that could be registered
Location of a site host with rates and details
Hover text (referred to as “alternate text”)
Marketing Requirements:
Name, address, zip, telephone, fax, e-mail links
A business slogan
Content about your business and what you do
Mission statement
List and description of products
Differential advantage - why shop on our site; what is the quality of products/services?
Where the products/services are available
Complete pricing information
Special promotions and events
Links to other pages and sites relevant to your marketing efforts
Awards, testimonials, certifications, accolades, records
Appropriate checks for spelling, punctuation, grammatical and typographical errors
Eight Tips for a Great Presentation
1. Planning: Get started well before your deadline. If something goes wrong (lost files, problems
with links, etc.), you’ll have time to fix the problem.
2. Business: develop an interesting business venture
3. Dress: Dress for the occasion; assume you are making a presentation for your new career in
marketing. Cancel the jeans and sweatshirts.
4. Speaking: Speak up with plenty of volume and an authoritative tone. Know your subject
material. Don’t ask your professor “what do you call that again?” Be confident about your
product or service.
5. Terms: Terms, terms, terms. You must come to terms with your Website (bad pun isn’t it?). The
more Internet and marketing terms that show you can speak the language, the better impression
you’ll make.
6. Interest: Add some humor - add some human interest. Include a photo of yourself (requirement)
as well as your friends and family. Show something funny - take some scenic photos - Get
creative!
7. Avoid Tragedies: each of the following have happened in this course; memory sticks lost and
left behind in class, disks placed on top of powerful car speaker magnets corrupting files, student
selects boring business, then changes mind after 6 weeks of work, and student doesn’t back up
files and become corrupted. Think – avoid tragedies!
8. Problems: Your grade will suffer if – your links don’t work or there are technical flaws on your
site, your presentation is late and if you don’t use correct Internet and marketing terms.
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Internet Marketing
Required Assignments Information
- Two Non-Graded Projects -
1. E-mail to Instructor - story about yourself: students are required to send an e-mail to
Professor Spike Fowler. The address is spike@spikefowler.com. Please follow these steps:
A. Put spike@spikefowler.com in the address line
B. Put your name in the subject line
C. In the message part, complete the next section. Do NOT include the next section as an
attachment.
D. Using appropriate netiquette (see Rules for Using the Listserv), tell a “story” about
yourself - perhaps where you grew up, graduated elementary and high school, your
hobbies, interests, sports, school status, where you work, your family, travels - vacations,
goals, aspirations, career hopes. You could incorporate the classic YouTube “50 Things
About Me” concept. Please do your best to make it interesting, informative, and
complete.
E. Run the spellchecker. Sending an e-mail without this step accomplishes 2 things. First,
gross misspelling broadcast stupidity, and secondly, it says to the recipient “I don’t care
enough about you to spend 10 or 15 seconds running the spell checker”.
F. Send the e-mail.
G. Deadline = lecture 4: _______________
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2. Join the listserv:
The listserv will greatly benefit all marketing students, virtually linking every
student with every student. It will be especially helpful in sharing notes, ideas,
comments, test reviews, information, etc.
When you send a message to the listserv, it automatically sends it to all others in
the group. If there is a question about a term, for example, asking the question will
circulate it to all subscribers, who are then free to respond. If someone submits a test
review, again as an example, it could be circulated to all group members. The list is
exclusive to Brookdale MRKT 266 students, and membership is regulated and controlled
by the professor. You will automatically be taken off the listserv at the conclusion of the
semester.
Easy Steps to Join the Listserv:
1. Using your standard e-mail client (program), send a blank message, with your
name on the subject line to mrkt266-subscribe@topica.com
2. Topica will send back a form – fill it out and “Submit”
3. Wait for e-mail confirmation from Topica that you have been accepted. Your step
#1 generates a message to Professor Spike Fowler, the listserv administrator. I
have to “let you in”. This prevents outsiders from crashing our group. Your
name in the subject line identifies you to me as a current student.
4. If I approve, you’re joined!
5. Trouble shooting errors. It’s almost impossible to go wrong! The 2 most
common errors are: forgetting the hyphen between 266 and subscribe in step #1
and typing tropica instead of topica.
One Easy Step to Use the Listserv:
1. Send your messages as standard, regular e-mail to mrkt266@topica.com
Rules for Using the Listserv:
1. Your messages must be signed with your full name (I must be able to identify the
sender)
2. You must practice effective business communications by using proper netiquette;
NO ALL CAPS (shouting), no all lower case (lazy), no punctuation short cuts
such as lower case “i” for “I”, no immature emoticons :-( , no chat room
abbreviations (IMHO, LOL, etc.); no flaming; no “me too” postings such as “I
agree”, and you must run the spell check before sending (gross misspellings
broadcast stupidity).
3. If you break the Rules for Using the Listserv, you will be removed from the list.
Notes:
MF/
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Marketing on the Internet
Upgrade Projects Information
Summary overview of this section:
1. Projects are only for students who want to improve grades above what they earned by test
average.
2. You may only begin with approval from the instructor.
3. The project number and integrity level is to be determined in advance between the instructor
and student.
4. Projects may be used to boost passing grades only.
5. Successful projects typically boost the grade one level only. Students should not expect a
term project to move them from a D to an A.
6. Projects should be started 1/2 to 3/4 through the semester and submitted before the end of the
semester.
7. You are eligible to complete a project for an upgrade if you meet the attendance
requirements. Since upgrades are a privilege and reflective of academic integrity, you may
not have more than 2 unexcused absences.
Please review this section carefully before beginning projects:
All papers submitted for upgrades must be word processed or typewritten on standard 8 1/2" x 11"
paper. Everything submitted must be typed, including labels, charts, etc. Projects will be evaluated on
their individual merit; there will be no automatic conferring of grades simply because papers were
"completed".
Important: the cover must contain the report title, your name, address, student ID#, telephone
number, course and section, instructor's name and title, date, and the project assignment written out as it
appears.
Grading will be based on integrity, information and presentation. Briefly, integrity is the effort
that a student puts into a project, and includes the scope of the topic, the depth, the insight, etc. Your paper
must represent your personal perspective of the topic. Information simply looked up in some research
volume or downloaded from the Internet and transcribed is not acceptable. Information refers to the
content - is it up to date, relevant, informative, and fulfill the project requirements? Presentation refers to
the way your information is communicated. It should be well researched, neat, proofread for spelling,
typographical, punctuation and grammatical errors, and where appropriate, contain footnotes, bibliography,
and appendix, in the proper format.
Where appropriate, your paper should open by “setting the scene” via a good introduction.
Follow with the text, and close with a conclusion or summary. The paper must reflect your writing skills
and opinions, and perhaps most importantly - reflect personal thoughts about the topic. Projects that are
simply strung together quotes or downloaded information from the Internet will not be accepted.
Information systems and effective communications have become high technology priorities - it is
the trend for today. Please let your papers reflect these trends.
If you need help, please ask. Your instructor will be happy to assist you with your projects.
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Which project should I do? How long should it be? When should I submit it?
First, you should start your project about 1/2 to 3/4 of the way into the term and submit it near, but
not at the end of the term. This way, you'll know how you're doing on the tests, and that will answer
whether you have to do a project, which one, and how long.
You should select a project that will give you enough credit for the upgrade. Your judgment on
what will motivate the instructor to award the points is the key to success.
Sample Cover Page Information:
A Brief History of Computing Through Time: From
Charles Babbage to Window’s Vista Operating System
Report #3: Using at least two sources of information, write
a report on the development of computers through modern
times. Include information on the early developers of
computer systems such as Babbage and Hollerith.
Joseph Software
MRKT 266-80
123 Main Street, Anywhere, NJ 07700
(732) 123-4567
Student ID#194446
Professor Spike Fowler
July 11, 2008
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MRKT 266 - Marketing on the Internet: Syllabus
Project Topics
1. Using at least 3 sources of information, write a report on the development of computers through
modern times. Include information on early computer experiments such as done by Charles
Babbage and others.
2. Computers are controlled by microprocessors such as the long outdated 8088, 80286, 80386, and
486. Intel then introduced the Pentium series such as the Intel Pentium II, Intel Celeron, Intel
Pentium III, IV, etc. What is a microprocessor and how do they affect computer speed and
performance? Describe how microprocessor selection and speed may be an important business
decision when purchasing a computer. What new developments are in the works for
microprocessors that may profoundly affect the future of computing?
3. Write a detailed report on the purpose and applications of both spreadsheets and databases to
marketing. What is meant by the term "Database Marketing"? How would a database improve a
firm's marketing performance?
4. Using current computer magazines such as, PC World, Windows Sources, (there are many to choose
from), find information on at least two different software programs in business. Based on reviews
and application of these programs, report on the types of businesses that would be able to make use
of such programs. How would they assist the marketing process?
5. Utilizing at lease two sources of information, describe networked computer systems, as opposed to
stand alone stations. What are a LAN and a WAN? What is Wi-Fi? Show how networks can help
optimize business and marketing productivity.
6. Using at least two source of information, trace the development of Microsoft Corporation. Show
the interrelationship between Microsoft and corporate giant IBM. What marketing implications are
there for both Microsoft and IBM?
7. Chronicle the legal debate surrounding Netscape's and Microsoft's Web browsers. What are the key
contentions of each side? What is the current status of the proceedings? What are your
viewpoints? What are the implications for Netscape and Microsoft on the final legal decision?
8. Using at least two sources of information, show the application of computers in one of the
following marketing related areas: direct mail, order processing; telemarketing; sales; UPC pricing
in retailing; inventory control; shipping/transportation; or other area approved by your instructor.
9. Report on portable computing. How can pen based computers, palmtops, PDA’s, cell phones and
notebook computers increase business productivity? Show how they could be used effectively in
the field of marketing. What new technologies are now available and what might be ahead.
10. Using at least two sources of information, report on a computing "visionary". Examples include
Bill Gates of Microsoft, Steven Jobs of Apple, and Michael Dell, the founder of Dell Computers,
who from his dormitory room in college, created the 4th largest computer company in the U.S.
11. Report on marketing over the Internet. How does a business establish a Web page? Contact a
marketer who uses a Web page on the Internet and report on how successful a marketing tool it has
been for their business. How might marketing and advertising over computer networks change the
face of modern marketing?
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MRKT 266 - Marketing on the Internet: Syllabus
12. Visit and interview a Web page developer. What are important criteria to include on a home site?
What marketing considerations do they include? How do they get key words into the search
engines? What are costs associated with developing and maintaining a Web site? How do they get
paid? How do they estimate site development costs? Who are their clients, and how do they get
them?
13. Locate and visit each of the Web sites of the following and answer the questions that follow:
Brookdale Community College
Professor Michael Fowler
Monmouth County Park System
Echo Movement (Shore area based band)
Belmar Cam (live cameras at the boardwalk and marina)
Boat House Bar and Grill (Belmar, NJ)
1. Who is the intended audience of the site?
2. What are the scope, size and purpose of the organization?
3. What benefit does the organization provide?
4. What is the focus of the firm's work?
5. Evaluate each website according to criteria established in this course
6. What is your overall impression of the firm and its work?
14. Describe the general concept behind operating systems. What is DOS, and how did it set the scene
for graphics based software such as Windows 3.1, Windows 95, Windows 98, Windows NT, and
Windows XP and Windows Vista. Describe one other operating system such as Mac, OS2, Unix,
etc.
15. Contact someone in sales that is highly "connected" and report on how they use their notebook or
palmtop computer in the field. Describe their system and detail how it increases their productivity
(if it does!).
16. Describe the decisions and tasks ahead of you if you wanted to purchase a computer system at
home. Where do you start looking, and how do you compare features? What specifications would
be important? Since there is such a vast array of computers, and seemingly endless combinations of
configurations, how are marketers selling systems to consumers? What is most important to you -
where you buy it, the brand name of the computer, or how it is configured? What would be
"mistakes" to avoid for first time purchasers?
17. Other projects may be submitted! Suggest, in writing, a paper related to computers and marketing
to your instructor. Based on approval, proceed with the topic.
18. Pick 5 local retailers and evaluate their sites according to good marketing practice. How do they
compare with the information offered by in this course? How would their sites hold up to the
criteria held in this course for student sites?
MF/
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