MKTG 4500 - Marketing on the Internet
Spring Semester 2001
INSTRUCTOR:         Hugh Guffey
OFFICE:                     234 Business Building 
OFFICE HOURS:     9:00-10:00 AM MW 		 E-MAIL:     hguffey@business.auburn.edu
PHONE:     (334) 844-2475
FAX:           (334) 844-4032
    TEXT:      Principles of Internet Marketing by Hanson. (1999 Southwestern Publishing)
    PREREQUISITES:       The stated prerequisites are given in the AU BULLETIN and include a cumulative GPA of 2.0 or better, successful completion (with a grade of C or better) of MKTG 3310 and successful completion of the College of Business Information Technology requirement.
    COURSE OBJECTIVE:      The objective of this course is to provide the students with basic introductory information about the structure and advantages of marketing on the Internet. Thus the course will be an exploration of an evolving practice that is expected to become a major component in all future marketing.

    This class is by design a basic lecture course. The text will be used to provide structure to the coverage of the assigned content. Thus the text provides focus to our study and will dictate the topics for discussion and the pace of the course for each Monday and Wednesday. The Friday lectures will be devoted more toward exposing the students to the programming necessary to establish a presence on the Web and to complete the team project.

    You are not expected to be anything more than moderately computer/web literate to take this class. Obviously you should be familiar with word processing and elementary web technology. We will review most of the preliminary code requirements and the localized DUC requirements for getting on AU's server. The programming requirements are demonstrated from the originating source code. You may use available "canned" software packages at your own risk. Hopefully you will become experienced in finding what you need from the web.

    Click here to view the COURSE CALENDAR. 

    Click here to view the STUDENTS' WEB SITES. 

    TEAM PROJECT:      A significant portion of your grade will be determined by your participation on a team project. Teams shall be made up of no fewer than three and no more than five students. Each team will identify a marketing opportunity and develop a complete Internet marketing plan for that opportunity. The possible topics include Internet "pure plays," Web augmented retail operations (for either existing bricks and mortar operations, catalog or other direct distributions), specialized portals, affiliate programs, or any one of a number of other Internet based marketing activities. Deliverables for your team project will include; first, an initial proposal that will describe the type of operation and the basic business model that will drive the revenue. Your proposal must be delivered to the instructor for approval prior to midterm. The final marketing plan will be due two weeks prior to the end of the term. Both the proposal and the final plan will be delivered in a hypertext format. Your individual grade will depend upon the overall quality of the project and your relative contribution to the team effort. This latter component will be determined by peer evaluations from group members.
    GRADE DETERMINATION:      Your semester grade will be determined by your relative performance on the midterm and final exams, several within term assignments, and your participation on a team project. Each of the two scheduled exams will be weighted at thirty percent of your semester grade. The team project will account for an additional thirty percent. The remaining ten percent of the grade will be established by your timely completion of 6 to 10 specific out-of-class assignments that will be given during the course of the semester. Thus the grade is determined by:
    Within Term Assignments          10%
    Midterm Exam30%
    Final Exam30%
    Team Project30%
    PERSONAL DATA INFORMATION: Each student is required to provide the instructor with selected personal data. This information briefly outlines your work experience, and expectations for the course. This data is used by the instructor to customize the course content to address the needs of the class. You are also asked to provide a 4 digit code for the electronic posting of term grades. All collected information is confidential. You may transmit this data electronically by linking to the Personal Data Form.

 



Revised January 2001