E-Marketing and Branding

COMM663M02
Course Outline

Instructorsinformation
Name: Prof. Luba Nakonechna
Office location: MC 61, Room 1012
Telephone: 212-261-1711
E-mail: Lnakonec@nyit.edu
Website: www.nyit.edu
Office hours: M-F 11:00-5:00
Courseinformation
Term and date: Fall 2014 09/03/2014 12/20/2014
Course number and section:COMM 663 M02 Credits: 3
Meeting times: T 6:20-9:20PM
Building and room number: MC61 919
Prerequisites and co-requisites: N/A
Required texts
1. Internet Marketing: Integrating Online and Offline Strategies, by Mary Lou
Roberts & Debra Zahay, ISBN-13:978-1-133-62590-2, Cengage Learning, Third
Edition, e-book available
Recommended reading
1. Strategic Electronic Marketing, by Brad Alan Kleindl, Thomson, ISBN 0324-17893-X
2. Internet Marketing, by Rafi. A. Mohammed, The McGraw-Hill, ISBM 0-07253842-2
3. Digital Marketing Strategy, Text and Cases, by Glen L. Urban, Prentice Hall,
ISBN 0-13-183177-1
4. Digital Business, by Eloise Coupey, Prentice Hall, ISBN 0-13-140097-5
5. E-Brands, by Phil Carpenter, Harward Business School Press, ISBN 087584-929-6
COMM 663 M02

Fall 2014

Page 1

6. Marketing, G. Armstrong, P. Kotler, Prentice Hall, ISBN 0-13-013738-3

Introduction to E-Commers, by Jeffrey F. Rayport, Bernard J. Jaworski,
McGraw-Hill, ISBN 13-978-0-07-255347-5
7. Media Business, by Jan LeBlanc Wicks, Lawrence Erlbaum Associates,
Publishers, 3rd edition, ISBN 0-8058-4715-4
8. Daily and weekly business press

Materialsandsupplies
N/A
Course description from catalog
This course examines the concepts of media marketing and the role that digital
technology plays in making marketing more effective from global prospective. The case
studies approach covers the following flow of four principles: understand customer
needs, formulate a marketing strategy, implement strategy, and build trusting relationship
with customers.
This course based on e-commerce research and e-commerce practices is designed to
create a deeper understanding of effective broadband marketing business and brand
management. Students will learn how to design a marketing program for a media product.
The course expands coverage of using social media, broadband, customer relationship
management, and strategy theories.
Coursegoalsandintroduction
The course goal is to teach students how digital technology can improve marketing
strategy formulation and execution, and to give students practice on solving simple and
complex problems by using case study approach to access global competency. Course
assists students in understanding and utilizing the many tools and techniques of modern
marketing in the context of global approach. It provides practice in role playing,
leadership, communication, and decision making for improving marketing strategy.
Upongraduation,graduatestudentswillbeableto:
Chooseappropriateresearchtechniques,analyzeandinterpretdataandrecommendan
appropriatecourseofactionforavarietyofaudiences.
Demonstrateprofessionallevelproductionskills,incorporatingemergingtechnologiesas
appropriate.
COMM 663 M02

Fall 2014

Page 2

Collaborateeffectively,assumingavarietyofjobresponsibilities,inaprofessional
environment.
Uponsuccessfulcompletionofthiscourse,studentswillbeableto:
1. Analyze digitally based market research techniques, such as conjoint analysis,
virtual concept test, lead users, and idea generation techniques.
2. Designamarketingplanforamediaproduct(neworexistingone)thatwill
successfullyadvancecustomersfromawarenesstocommitment.
3. Describehoweffectivemarketingstrategiesintegrateonlineactivitiesandhow
brandequitybuildsaveryvaluableasset.
4. Identify features of successful website.Evaluateandassessthecontextand
contentthatisinterestingtothetargetaudience,andincreases traffic to the Web
site.
5. Design a promotional strategy that increases media company exposure and
improve salesofmediaproductsonline.
6. Defineebusinesstechniquestodeveloplongtermmarketingrelationship.
7. Appreciatethesocialstructureofnetworks,anduse social media to create
successful marketing strategies and improve media business processes.
To achieve the objective of the course, classroom activity will consist of lectures, video
presentations, class discussions, and case presentations.
All PPPs for each lecture, marketing plan outlines, banks of questions, and other
additional materials will be posted on NYIT Blackboard.
Lectures are based on the material contained in the recommended books, articles, as well
as the instructor's own research and readings. Furthermore, students are strongly
encouraged to identify and analyze any relevant outside material and bring it to the
attention of the class.
Methodsofassessmentwillinclude:
1. Active participation in class and group discussion (assesses outcomes #1-7)
2. Completion of a mid-term and final exam (see Exams and quizzes).
3. Completion of all assignments (assesses outcomes #1, 3-7).
4. Completion of Marketing plan and presentation (assesses outcomes #2).
Gradingformula
Students will be graded on tests, class attendance and participation, as well as on term
paper and presentation. The course grade will be based upon:
Assignments . . . . . . . . . . . . . . . . . . . 15%
Attendance . . . . . . . . . . . . . . . . . . . . .10%
COMM 663 M02

Fall 2014

Page 3

Midterm Test . . . . . . . . . . . . . . . . . . 25%

Final Test . . . . . . . . . . . . . . . . . . . . . 25%
Marketing Plan and Presentation . . . 25%
Exams and quizzes
Therearetwoexams:midtermandfinal,whichincludethemultiplechoiceandessay
questions.Thestudentswillberequiredtocompletethetestswithinthetimelimit.Under
extenuating circumstances, make-up exams will be arranged at convenience of the
Instructor.
Mid-Term & Final Exam Grade Scale:
100-90 A
85-89 B+
80-84 B

75-79 C+
70-74 C
65-69 D+

60-64
D
59-below F

Students are required to give short 2-4 min presentations each class about any topic
covered on a previous lecture.
Term paper outline
As marketing specialists, students must design a marketing plan - a highly detailed,
heavily researched and well written report about marketing strategy of an organization
that has a business online. Marketing plan outline is attached.
Requirements: eight to ten pages, typed, double-spaced, with separate bibliography.
Presentation: 10 to 20 minutes.
The aim of the marketing plan is to link the recourses of the company to the requirements
of the customer, how to fulfill the needs and desires of the customer and how to bring the
product to the customer. This can be about the acquisition of new customers, or the
increased retention of existing customers. There are many ways to develop and format a
marketing plan. An example of the marketing plan is posted on the Blackboard.
Policyformakeupexamsandmissedorlateassignments
Under extenuating circumstances, make-up exams will be arranged at convenience of the
Instructor. Late assignments lose a half of the letter grade, (i.e. A to B+).
Attendancepolicy

COMM 663 M02

Fall 2014

Page 4

On-time class attendance is required. Being late three times is equivalent to one absence.
Being absent more than three times a valid written excuse is grounds for dismissal from
the course.
Withdrawalpolicy
Astudentmaywithdrawfromacoursewithoutpenaltythroughtheendofthe8thweek
ofclassduringa14or15weeksemesterandthroughthe8thmeetingduringan8week
coursecycle.Afterthis,thestudentmustbedoingpassingworkinordertoreceiveaW
grade.Studentswhoarenotpassingafterthe8thweekorequivalentwillbeassignedthe
gradeofWF.
Itisthestudentsresponsibilitytoinformtheinstructorofhis/herintentiontowithdraw
fromacourse.Ifastudenthasstoppedattendingclasswithoutcompletingall
assignmentsand/orexaminations,failinggradesforthemissingworkmaybefactored
intothefinalgradecalculationandtheinstructorforthecoursemayassignthegradeof
WF.ThegradeofFisusedforstudentswhohavecompletedthecoursebutwhose
qualityofworkisbelowthestandardforpassing.
Withdrawalformsareavailableindepartmentalofficesandoncecompletedmustbefiled
withtheregistrar.StudentsshouldberemindedthataWnotationcouldnegativelyimpact
theireligibilityforfinancialaidand/orV.A.benefits,asitmaychangethestudents
enrollmentstatus(fulltime,parttime,lessthanparttime).Internationalstudentsmay
alsojeopardizetheirvisastatusiftheyfailtomaintainfulltimestatus.
Academicintegrityandplagiarismpolicies
EachstudentenrolledinacourseatNYITagreesthat,bytakingsuchcourse,heorshe
consentstothesubmissionofallrequiredpapersfortextualsimilarityreviewtoany
commercialserviceengagedbyNYITtodetectplagiarism.Eachstudentalsoagreesthat
allpaperssubmittedtoanysuchservicemaybeincludedassourcedocumentsinthe
servicesdatabase,solelyforthepurposeofdetectingplagiarismofsuchpapers.
Plagiarismistheappropriationofallorpartofsomeoneelsesworks(suchasbutnot
limitedtowriting,coding,programs,images,etc.)andofferingitasonesown.Cheating
isusingfalsepretenses,tricks,devices,artificesordeceptiontoobtaincreditonan
examinationorinacollegecourse.Ifafacultymemberdeterminesthatastudenthas
committedacademicdishonestybyplagiarism,cheatingorinanyothermanner,the
facultyhastheacademicrightto1)failthestudentforthepaper,assignment,project
and/orexam,and/or2)failthestudentforthecourseand/or3)bringthestudentupon
disciplinarycharges,pursuanttoArticleVI,AcademicConductProceedings,ofthe
StudentCodeofConduct.
COMM 663 M02

Fall 2014

Page 5

Libraryresources
AllstudentscanaccesstheNYITvirtuallibraryfrombothonandoffcampusat
www.nyit.edu/library.ThesameloginyouusetoaccessNYITemailandNYITConnect
willalsogiveyouaccesstothelibrarysresourcesfromoffcampus.
Ontheupperleftsideofthelibraryshomepage,selectlinksforFindResources,
ResearchAssistance,Services,Help,andAbout.UsingQuickLinksonthe
righthandsideofthehomepagewillalsoassistyouinnavigatingthelibrarysweb
pages.Shouldyouhaveanyquestions,pleaselookunderResearchAssistanceto
submitawebbasedAskALibrarianform.
Additionalresourcesforfurtherlearning
N/A
Supportforstudentswithdisabilities
NYITadherestotherequirementsoftheAmericanswithDisabilitiesActof1990andthe
rehabilitationActof1973,Section504.TheOfficeofDisabilityServicesactively
supportsstudentsinthepursuitoftheiracademicandcareergoals.Identificationof
oneselfasanindividualwithdisabilityisvoluntaryandconfidential.Studentswishingto
receiveaccommodations,referralsandotherservicesareencouragedtocontacttheOffice
ofDisabilityServicesasearlyinthesemesteraspossiblealthoughrequestscanbemade
throughouttheacademicyear.
Scheduleofdates
Course outline
Tentative
1. September 9: Introduction to Internet Marketing.
Learning objectives: Understand course objectives through seven stages of
Internet marketing. Learn how evolving online capabilities have expanded the
tools available to marketers.
Learning outcomes: Students will be able to:
Explain the difference between traditional marketing and Internet
marketing.
List the seven stages of Internet marketing.
Describe a six-step process that identifies the window of opportunity, or
the hole in the market, that may be available to firms.
Class activity: MakeashortlistofwhatyouknowaboutAmazon.com.How
muchofthatinformationcomesfromitspaidadvertising,howmuchfrom
publicityseenonnewsprogramsandinthepress,andhowmuchfrominteracting
COMM 663 M02

Fall 2014

Page 6

withtheWebsite.What in the Web site design would encourage you to make a

purchase?
Homework assignment #1: Prepare a list of new words and their definitions
added to the Webster dictionary in 2014 that could be useful for online marketers.
2. September 16: Internet Marketing as Part of the Marketing Communication
Mix.
Learning objectives: Understand the generic marketing objectives that form the
basis for internet marketing strategies.
Learning outcomes: Students will able to:
Briefly describe how the Internet originated.
Describe the implications of Web 1.0, Web 2.0, and Web 3.0.
Discuss the Internet marketing channels that can be used for Internet
communications and commerce.
Describe the basic technical infrastructure of the Internet including
computing in the cloud.
Explain the advantages of using the Internet for consumers and for
businesses of all kinds.
List the major segmentation and targeting technics.
Suggest some potential best practices in acquiring, communicating with,
and retaining customers on the Internet.
Assigned reading: Text book chapter 1.
Homework assignment #2: Whatdoyoubelievearereasonsforthehighly
visiblefailuresofsomeoftheearlyInternetenterprises?Doyouseeanyparallels
inmorerecentyears?ArethereanycurrentlypopularInternetsitesthatyouthink
maynotbesustainable?
Compare Pet.com and Wag.com.
Compare Flooze.com and Bitcoin.com.
3. September 23: The Internet Value Chain.
Learning objectives: Understand strategic value chain concepts.
Learning outcomes: Students will be able to:
Distinguish between the following concepts: supply chain, value chain,
and virtual value chain.
Explain distribution channel efficiency in general marketing and design an
Internet distribution system based on firms objectives and constrains.
Recommend thetypeandamountofintermediaries tomakeebusiness
distributionsystemefficient.
Explain the nature of cloud computing and its relevance to supply chain
management.
Assigned reading: Text book chapter 2.
COMM 663 M02

Fall 2014

Page 7

Homework assignment #3: DELLs business model and customer experience.

Determine if Dell has an advantage over traditional computer sales business. Does
Dell have an advantage over other online sellers? Consider what you would want
if you were to purchase a computer. Would you feel it is necessary to talk to a
person directly?
Evaluate the Dell Web site (http://www.dell.com). Does this site provide all the
information necessary for you to buy? Determine the importance of the Dell brand
name. Explain if the business system that Dell has developed will work for other
types of business. How does Dell develop and maintain relationship with its
customer?
(B.A.Kleindi, Strategic Electronic Marketing).
4. September 30: Business Models and Strategies.
Learning objectives: Understand nine business models.
Learning outcomes: Students will be able to:
Investigate opportunity in an existing or new value system.
Explain the concept and functions of a business model.
Discuss the concept of the value proposition and its importance in
developing marketing strategies.
Describe the business models that are most prominent on the Internet.
Assigned reading: Text book chapter 3.
5. October 7: The Direct Response and Database Foundations of Internet
Marketing.
Learning objectives: Understand tools and techniques of direct marketing on the
Internet. Learn how a customers lifetime value is becoming increasingly
important in acquisition and retention programs.
Learning outcomes: Students will be able to:
Distinguish between acquisition, conversion, and retention strategies.
Explain the ways in which the Internet is a direct response medium.
Explain the concepts of offer, customer lifetime value, and testing.
List at least three reasons why successful customer relationship increase
profitability.
CalculateCustomerLifetimeValue.
Explain the role of a customer database in the development and execution
of Internet marketing programs.
Define data mining and explain why it is important in making marketing
decisions.
Assigned reading: Text book chapter 4.
6. October 14: Online Branding and Video Marketing.

COMM 663 M02

Fall 2014

Page 8

Learning objectives: Understand brand equity from both - the firms and the
customers perspective. Understand the key advantages of online branding
strategiesforbuildingacompanyswebtrafficandreinforcingbrandsalience.
Learning outcomes: Students will be able to:
Define major branding concepts.
Understand how marketers are using online techniques to build and
reinforce brands.
Discuss the elements of video marketing strategy.
Assigned reading: Text book chapter 5.
7.

October 21: Display Advertising and Other Customer Acquisition

Techniques.
Learning objectives: Understand fundamental principles of advertising and the
levers firms can use to communicate with customers.
Learning outcomes: Students will be able to:
List the major customer acquisition techniques, both online and offline.
Identify the major online advertising formats.
Identify the most common methods of targeting.
Discuss the benefits and drawbacks of advertising on Facebook, LinkedIn,
and other social media networks.
Explain how three components of traditional marketing strategy
segmentation, target market selection, and positioning - apply in the online
environment.
Assigned reading: Text book chapter 6.
Class activity: Visit www.blairwitch.com and answer the following questions:
Why Artisan Entertainments marketing strategy was so successful? Did the
Artisan Entertainment take a big risk by advertising this film via Internet only?

8. October 28: Midterm exam.

9. November 4:
Relationships.

Emails

Marketing

to

Build

Consumer and

Business

Learning objectives: Understand the key to effective email marketing.

Learning outcomes: Students will be able to:
Discussreasonsforthegrowingimportanceofemailmarketing.
Describethevariouslevelsofpermission.
Identifythebasicstepsindevelopinganemailmarketingprogram.
Learnthebasicofemaildesign.
Assigned reading: Text book chapter 7.
Class Activity Be prepared in class to present the term paper outlines.
COMM 663 M02

Fall 2014

Page 9

10. November 11: Search Marketing: SEO and PPC.

Learning objectives: Understand fundamental of search engine, and conducting
an SEO process.
Learning outcomes: Students will be able to:
Discuss the reasons why search marketing is so important.
Explain the difference between a directory and a search engine.
Understand how search engine work and what is a search algorithm.
Define SEM, SEO, and PPC.
Assigned reading: Text book chapter 8.
11. November 18: Social Media Marketing.
Learning objectives: Learn why and how to develop a social media strategy
Learning outcomes: Students will be able to:
Explainwhysocialmediamarketingisnotfree.
Describethewaysinwhichmarketercommunicationsaredifferentin
socialmediafromthoseintraditionalmassmediaandonlinemarketing.
Identifytheelementsofasocialmediamarketingstrategy.
Explainwhatitmeanstobuildacommunityaroundthebrand.
Assigned reading: Text book chapter 9.
Class activity: Project presentation.
12. November 25: Customer Relationship Development and Retention Marketing.
Learning objectives: Learn how to build and maintain customer relationship.
Learning outcomes:Studentswillbeableto:
List three reasons why successful customer relationship increases
profitability.
ExplaintheimportanceofcustomerretentionandCLV.
Describethedifferencebetweenrelationshipandtransactionalmarketing.
DiscusstheconceptelementsofCRM.
Describetoolsfortargetingcustomers.
Assigned reading: Text book chapter 11.
Class activity: Project presentation.
13. December 2: Developing and Maintaining Effective Websites.
Learning objectives: Understand design principles for creating successful
customer interfaces. Learn how to create a Web site that accomplishes two goals:
communicate the firms message and foster the development of relationship.
COMM 663 M02

Fall 2014

Page 10

Learning outcomes:Studentswillbeableto:
Understandtherolewebsitesplayincustomersdecisionmakingprocess.
Explainthewebsitedevelopmentprocess.
Identifyimportantissuesinwebsitedesign.
Assigned reading: Text book chapter 12.
Class activity: Project presentation.
14. December 9: Measuring and Evaluating Web Marketing Programs.
Learning objectives: Understand metrics the performance indicators to assess
the Internet Marketing Program.
Learning outcomes:Studentswillbeableto:
Discuss the various types of Internet marketing metrics that are available.
Identify the reasons why traffic and audience measurement are a central
issue in Internet marketing.
Discuss the importance of segmentation to an understanding of visitor
activity.
Assigned reading: Text book chapter 14.
Class activity: Project presentation.
15. December 16: Final Exam

After class activities: To have great vacation!

COMM 663 M02

Fall 2014

Page 11