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Robert H.

Smith School of Business
University of Maryland

Electronic Marketing (BMGT 484)
Spring 2016

SYLLABUS
Instructor:

Dr. Michael Trusov
3454 Van Munching Hall, College Park
(301) 405-5878
mtrusov@rhsmith.umd.edu

Class:

Tuesday and Thursday, VMH 3505
Section 0401: 9:30am - 10:45am
Section 0201: 11:00am - 12:15pm
Section 0301: 2:00pm - 3:15pm

Office Hours:

Before and after class and by appointment. Walk-ins welcome (VMH 3454).

Textbook:

eMarketing: the Essential Guide to Marketing in a Digital World by Rob Stokes, 5th
edition, Quirk Education, available as FREE download at:
http://www.redandyellow.co.za/product/textbook-digital/

Class web site:

http://emarkets.rhsmith.umd.edu/

(login information to be provided on the first day of class)
Laptop:

Consider bringing your laptop.

Prerequisites:

BMGT350. Restriction: Must be in a major in BMGT-Robert H. Smith School of
Business.

COURSE OBJECTIVES
This course examines the process of developing, implementing, and analyzing strategies for successfully
marketing a variety of existing and potential products and services on the Internet. Special attention
devoted to the tools and techniques unique to digital media. Specifically, the course will help you:
1. To understand the importance of a marketing orientation in the development of websites.
2. To become knowledgeable of up-to-date marketing terms and technology.
3. To learn how to create a profitable marketing strategy for the Internet.
4. To develop leadership, teamwork and communication skills.
5. To nurture creativity and critical thinking skills.

TENTATIVE SCHEDULE
1

Tue, Jan 26

SNOW DAY

2

Thu, Jan 28

Introduction and Course Overview

3

Tue, Feb 02

Ch 1, 20

4

Thu, Feb 04

5

Tue, Feb 09

The Internet and WWW: Foundations
Submit Preference Team Members
Web Business Models – part I
Meet Team Members
Web Business Models – part II

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Thu, Feb 11

Online Research – Part I

Ch 3, 18

7

Tue, Feb 16

8

Thu, Feb 18

Ch 19

9

Tue, Feb 23

Team work on the project
Submit Project Introduction
Online Research – Part II
Exam Review: Q&A
Midterm #1

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Thu, Feb 25

Designing a Site for Usability

Ch 5,6,7

11

Tue, Mar 01

Web Design Software Tutorials

Online tutorials

12

Thu, Mar 03

Web Design Software Tutorials

13

Tue, Mar 08

Google Analytics Overview

14

Thu, Mar 10

15

Tue, Mar 15
Thu, Mar 17
Tue, Mar 22

16

Thu, Mar 24

Team Challenge: Web site analysis
Submit Situational Analysis and Project Goals
Submit 1st peer evaluation
SPRING BREAK
SPRING BREAK
Project feedback – teams meet with the
instructor
Project feedback – teams meet with the
instructor

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Tue, Mar 29

Online Branding

18

Thu, Mar 31

Driving Traffic to Your Website – Part I

Ch 9, 10

19

Tue, Apr 05

Driving Traffic to Your Website – Part II

Ch 13

20

Thu, Apr 07

21

Tue, Apr 12

Team Challenge: Paid Search Management
Exam Review: Q&A
Midterm #2

22

Thu, Apr 14

23

Tue, Apr 19

Social Media Marketing – Part I
Submit 1st Installment of personal web site
Social Media Marketing – Part II

24

Thu, Apr 21

Pricing in an online world

25

Tue, Apr 26

Emerging Topics in e-Marketing
Submit personal website feedback

Last revised: 1/26/2016

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Ch 2, 16
Ch 11, 12

Online tutorials

Ch 14, 15
Ch 4
Ch 8, 17

26

Thu, Apr 28

27

Tue, May 03

28

Thu, May 05

29

Tue, May 10
TBA

Project Presentations
ALL teams must submit final paper and team web site
Project Presentations
Project Presentations
Submit final version of the personal web site
Project Presentations
Submit 2nd team peer evaluation
Final Exam

FORMAT OF CLASS
Your grade will be based on your point total in this course. The required work totals to 1000 points.
Twenty five percent of your grade will be based on a team project where you will apply what we have
learned in class, further develop your team-building skills, leadership, and oral and written
communication. You will have an opportunity to evaluate your team members’ contribution to the
project through two peer evaluations. You will also be getting/providing a feedback from/to your
classmates on the Personal website project.

CLASS ATTENDANCE AND PARTICIPATION
To confirm your attendance you should login to the class website at the beginning of each class.
Class attendance and participation are important components of your grade. Please expect to be coldcalled in this class. Lack of preparation will hurt your class participation grade. In case you must miss
class, you should notify the instructor either by email or in person AND submit “Request to Miss Class”
form through the class web site under “Course Documents” menu. Failure to submit the form will
reduce your attendance grade by 5 points for each class missed.
Refrain from using your various connected devices (e.g., smartphones, laptops, iPads) unless instructed.
If you do use such devices in class when it is not required this will negatively affect your class
participation grade.

EXAMS
The three exams will be non-comprehensive and will come from the text and class notes. To be excused
from an exam, you must submit either a doctor’s note for an illness or a note from a university
authority documenting participation in a university-sponsored activity. You will only be able to
reschedule one exam during the semester. You must notify me before missing the exam.

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WEIGHTING of ASSIGNMENTS
Deliverable
Written group project and web site prototype
Group project presentation
Peer evaluations of group members
Personal website
Exam #1 covering class lectures and text
Exam #2 covering class lectures and text
Exam #3 covering class lectures and text
Practical assignments
Discussion participation
Attendance
TOTAL

Points
100
50
100
100
150
150
150
75
75
50
1000

POINT/GRADE CONVERSION
1000-950
949-900
899-870
869-840
839-800
799-770

A
AB+
B
BC+

769-740
739-700
699-670
669-640
639-600
590 or <

C
CD+
D
DF

TEAM PROJECT
You will be organized into 4 to 5-person teams at the beginning of the semester. Throughout the
semester, you will develop an Internet marketing plan and an accompanying website prototype for a
small business or not-for-profit organization. At the end of the semester you will share the projects
with the class in an oral presentation. A final paper and website prototype will be due at the beginning
of class on Thursday, April 28, 2016. You will be acting as consultants and will deliver to the client a
finished marketing plan and a website prototype.
Gmail ACCOUNT
To complete some of the practical assignments you may need to register on third party web sites. Most
of these sites will accept and some may even require you to use a gmail account. You can either use
your actual gmail account or may want to create a new (temporary) one just for the purposes of this
class.
STUDENTS WITH DISABILITIES
Please inform me of your needs at the beginning of the semester. I will then consult with the
department chair and the Disability Support Service in order to determine and implement appropriate
academic accommodations.

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RELIGIOUS OBSERVANCES
Students will not be penalized because of observances of their religious beliefs; students shall be given
an opportunity, whenever feasible, to make up within a reasonable time any academic assignment that
is missed due to individual participation in religious observances.

ACADEMIC INTEGRITY
The University's Code of Academic Integrity is designed to ensure students are expected to adhere to
this Code. The Smith School does not tolerate academic dishonesty. All acts of academic dishonesty
will be dealt with in accordance with the provisions of this code. Please visit the following website for
more information on the University's Code of Academic Integrity:
http://www.president.umd.edu/policies/iii100a.html
The University’s Code of Academic Integrity prohibits academic dishonesty. In this course, academic
dishonesty includes cheating and fabrication. Cheating is defined as intentionally using or attempting to
use unauthorized materials, information, or study aids in any test or in the final project. This includes
copying as little as ONE SENTENCE from any publication or another student’s work, unless it is cited with
an endnote or footnote. Violations of academic integrity will be prosecuted in accordance with
University policy.

Individual exercises
EXAMS 1-3 (Studying
for exam)
EXAMS 1-3 (During
the exam)
Personal website
project
Team project

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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 for each of your marketing elective courses for a maximum of 1%
extra credit in your 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 1-4
ROUND 2: May 3-5
*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.sonasystems.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.

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