sbd-e-commerce and internet marketing
TRANSCRIPT
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DE LA SALLE JOHN BOSCO COLLEGE
SCHOOL OF BUSINESS ADMINISTRATION
Bachelor of Science in Business Administration
MM- E-COMMERCE AND INTERNET MARKETING
Course Credit: 3.0 units Term and SY: 1STSemester SY 2014-2015
Prerequisite: Faculty: Jose Antonio C. Villarba;
[email protected];09123552779
Schedule: MW 8:00 9:30 AMBusiness Laboratory
ConsultationHours:
11:00 -12:00 NN and 4:00 5:00 PMMonday - Thursday
I. Course Description:
This course provides the student with a wide-ranging view of marketing on the internet and
how businesses utilize electronic commerce. It will give a better understanding on how theInternet can be used to create a brand presence, complete commercial transactions, and otherimportant aspects of having an online business. In addition to traditional Web 1.0 media, Web
2.0 media will be discussed, including Facebook, Twitter, Instagram, LinkedIn and Pinterest.
II. Desired Learning Result:
Expected Lasallian Graduate
Attributes
(ELGA)
Desired Learning Results
By the end of the course, the students will be able to
apply mar concepts in solving real-life problems, in
particular, they will be able to:
Critical and Creative Thinkers
Generate ideas, designs and decisions with
resourcefulness, imagination, insight, originality,
aesthetic judgment, enterprise and a risk-taking
approach to meet current and emerging needs of
society.
Responds to multiple experiences and ideas about the
world and communicates personal and religious
meaning through various modes and media.
Use innovative methods and technologies to solveproblems, make decisions and envisage hopeful
futures.
Constructs and applies knowledge, concepts theories
and generations to make meaning and communicate
clear and coherent ideas and concept as much as
possible aligned with Christian principles.
Social and Personal Responsibility
Creates products and performances that achieve their
purpose and are appropriate for their intendedaudience.
Develops and incorporates Christian leadership skills
to contribute positively to the accomplishment ofteam goals through collaborative processes.
Develops and practices effective interpersonal skills in
order to relate to others in peaceful, tolerant
compassionate and non-discriminatory ways.
Effective CommunicatorsShare insights, ideas and opinions confidently andtactfully and communicates fluently and clearly in
Englishand Filipinoboth in oral and written form.
mailto:[email protected]:[email protected]:[email protected] -
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Course Outcomes
An understanding of the history of online business, marketing and the Internet. An appreciation of the e-marketing and e-commerce environment, particularly how certain
technologies are employed to allow commerce to take place online. Insight into the complexity of brand marketing and sales in a Web 2.0 world. Hands-on knowledge of how to build an online presence for a small business using websites,
Facebook, Twitter, phone apps, as well as how to set up an online store.
III. Final Product:The major project of the semester involves identifying an idea or business concept that is
amenable to an e-commerce initiative for a client organization or individual in Bislig City. Thestudent must seek for permission from the client. A schedule of activities for the project will be
provided by the instructor to the class. It is essential to follow to the timetable in order to
successfully accomplish this project. It is recommended that the group members allocate the tasksamong themselves equitably, and monitor individual performance to ensure the quality and
completion of the assignment on time. Group members will rate each other on a standardized
group evaluation form and turn in these evaluations to the teacher along with the final groupproject report on the last day of classes or as assigned on the course schedule.
As can be seen from the schedule to that follows, once members have been assigned to groups,
they should immediately explore the organizations/individuals that they would be interested instudying. When the organization/individual approved for study is determined by the instructor, the
group should right away conduct unstructured and structured interviews with the client so as to getan idea of their user needs and develop brief specifications or requirement for their project. This
should lead to development of an internet marketing plan which will be implemented in the form ofa commercial website linked with social media.
The group in consultation with the professor and client, establishes the user requirements anddevelops an internet marketing plan, designs and implement a website, creates a social media
marketing campaign and presents them to the clients and to peers in the class. The clients canaccept the internet marketing plan and website in the light of the fact that this is a class projectand, if they so desire, can hire appropriate consultants to set up a full-fledged venture.
Once the interviews and preliminary data gathering is accomplished, an internet marketing plan for
the project should be written per the guidelines provided. This will be followed by a websiteimplementation. Use one of the free storefronts and/or web hosting services to set up your site.There will be a presentation of the final group projects in class lasting fifteen (15) minutes followed
by a fifteen (15) minute question and answer session. In addition to the professor, thepresentation will be evaluated by peers in the class and their respective client. A panel ofevaluators from the business academe and industry will be invited to rate the final presentation.
IV. Valid Assessment:All project work, that is, the internet marketing plan, web site implementation and presentationsmust be originally performed by the group members. Any infringement of this rule willautomatically result in the assignment of a failing grade for the project.
Internet Marketing Plan: 40%Web Site Implementation: 40%
Final Presentation: 20%
Total: 100%
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Internet Marketing Plan:
Level of Achievement
Criteria Excellent
(3 pts)
Satisfactory
(2 pts)
Unacceptable
(1 pt)
Content
Executive
Summary
The executive
summary clearly
communicates thecritical elements of themarketing plan so that
it reads as a stand-alone document. The
length of the executive
summary is sufficient
to cover the criticalinformation, but no
more than two pageslong.
The executive summary
includes most, but not all
of the critical elementsof the marketing plan.
Some of the information
provided in the summaryis unnecessary or trivial
to understanding the
plan. The summary is no
more than two pageslong.
The executive summary is
either too short (less than
one page) or too long(more than two pages).The summary contains
mostly unnecessary ortrivial information,
therefore, it is inadequate
as a stand-alone
document.
Introduction The introduction clearly
and conciselyintroduces the purposeof the marketing plan.
The introduction is
somewhat unclearand/or not concise instating the purpose of
the marketing plan.
There is no introduction
that states the purpose ofthe marketing plan.
Company
Analysis
Information about the
company or
organization isthoroughly and clearly
reported, includingsuch things as the type
of product or service,employees, company
history, previous and
current marketingefforts, current
knowledge aboutcustomers and
competitors, etc.
Information about
company or organization
is, for the most part,thoroughly and clearly
reported. But someinformation that may be
critical to the marketingplan is missing.
Company or organization
information is provided,
but there is a great deal ofpotentially important
information missing.
Market
Definition,Potential, &Demand
A visual depiction and
verbal description ofthe market definition isprovided that is
reasonable and based
on the company or
organization.Reasonable estimates
or calculations of
market potential,market demand, andcompany demand are
provided and clearly
stated. Any necessary
assumptions used incalculations are clearly
explained.
Either the visual
depiction or verbaldescription of the marketdefinition is missing;both may be provided
but not clear or
reasonable. One of theestimates/calculations
for market potential,
market demand, andcompany demand are
missing or clearly
miscalculated.
Assumptions are stated,
but not explained.
There is no visual
depiction of the marketdefinition. More than oneestimate/calculation of
market potential, market
demand, and company
demand are missing orclearly miscalculated.
Necessary assumptions
are not provided.
Competitor
Analysis
Information about all
major competitors orstrategic groups is
thoroughly and clearly
reported. Source(s) of
the information isprovided. Any
Information about most
of the major competitorsor strategic groups is
provided. Not all of the
information is as clearly
reported as possible. Thereport does not explain
Some information about
competitors is provided,but the analysis lacks
thoroughness and clarity.
There appears to have
been little effort given toobtaining competitor
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Target Market& Positioning
Based on the marketingstrategy and SWOT
analysis, the targetmarket(s) is
appropriately identified
and described. A
positioning statementfor each target market
is identified and
explained, andreasonable.
Based on the marketingstrategy and SWOT
analysis, the targetmarket(s) is identifiedbut not described in
enough detail.
Positioning statement(s)is provided but not
explained.
Target market andpositioning is missing, or,
if identified, does notseem appropriate giventhe marketing strategy
and SWOT analysis.
Positioning statement(s)is missing.
Communications
Management
The objectives of
communicationmanagement are
clearly stated and
appropriate. Tacticsfor managing
communications arethoroughly and clearly
identified andreasoned. When
The objectives of
communicationmanagement are stated,
but somewhat unclear.
Most of the tactics arethoroughly and clearly
identified, but oneobvious tactic is missing.
Some detail on tactics ismissing, hindering
Objectives for
communicationmanagement are
missing. More than one
obvious tactic is missing.Very little detail on
specific tactics isprovided. Tactics are
unclear and hard tounderstand.
Product and
BrandManagement
The objectives of
product/brandmanagement are clearly
stated and appropriate.Tactics for managing
the
product/service/brand
are thoroughly andclearly identified and
reasoned. When
necessary, sufficientdetail about tactics is
provided, making it
easier to understand thescope of the tactic.
The objectives of
product/brandmanagement are stated,
but somewhat unclear.Most of the tactics are
thoroughly and clearly
identified, but one
obvious tactic is missing.Some detail on tactics is
missing, hindering
understanding.
Objectives for
product/brandmanagement are
missing. More than oneobvious tactic is missing.
Very little detail on
specific tactics is
provided. Tactics areunclear and hard to
understand.
Pricing
management
The objectives of pricing
management are clearly
stated and appropriate.Tactics for managing
price are thoroughly and
clearly identified andreasoned. When
necessary, sufficient
detail about tactics is
provided, making iteasier to understand the
scope of the tactic.
The objectives of pricing
management are stated,
but somewhat unclear.Most of the tactics are
thoroughly and clearly
identified, but oneobvious tactic is missing.Some detail on tactics is
missing, hindering
understanding.
Objectives for pricing
management are
missing. More than oneobvious tactic is missing.
Very little detail on
specific tactics isprovided. Tactics areunclear and hard to
understand.
DistributionManagement
The objectives ofdistribution
management are clearly
stated and appropriate.Tactics for managing
distribution are
thoroughly and clearlyidentified and reasoned.
When necessary,
sufficient detail abouttactics is provided,making it easier to
understand the scope of
the tactic.
The objectives ofdistribution management
are stated, but
somewhat unclear. Mostof the tactics are
thoroughly and clearly
identified, but oneobvious tactic is missing.Some detail on tactics is
missing, hinderingunderstanding.
Objectives fordistribution management
are missing. More than
one obvious tactic ismissing. Very little detail
on specific tactics is
provided. Tactics areunclear and hard to
understand.
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necessary, sufficientdetail about tactics is
provided, making it
easier to understandthe scope of the
tactic.
understanding.
Implementation& Control
A thorough and
specificimplementation plan
is clearly identified forevery tactic; the plan
identifies who isresponsible for
implementing the
tactic, when it shouldbe implemented, the
cost, measurement ofeffectiveness, and any
other relevant
information. Theimplementation planis specific enough so
that the
company/organizationhas a blueprint for
using the plan. In
addition to specificeffectiveness
measures for each
tactic, overall control
measures for themarketing plan, and
contingency actions,are identified.
An implementation plan
is identified, but one totwo tactics are not
addressed. Specificity ofsome of the plan could
be improved. Thecompany/organization
will be able to use the
plan to implement themarketing plan, but may
be confused about someaspects because of
missing information.
Overall control measuresare included and
contingency actions are
identified, but they lack
thoroughness.
An implementation plan
is identified, but morethan two tactics are not
addressed, and the plangenerally lacks
specificity. Because ofmissing information, the
plan will not help the
company/organizationimplement the marketing
plan. Overall controlmeasures and
contingency plans are not
identified.
Conclusion
A brief summary thatidentifies the expected
outcomes with
successful
implementation of themarketing plan is
clearly presented in ashort paragraph.
A summary of expectedoutcomes is provided
but lacks clarity.
There is no conclusion.
Written
Communication
Organization
Written work is wellorganized and easy to
understand. Sections
of the plan are markedwith appropriate
headings. Tables and
charts areappropriately used and
easy to understand,
and contribute to the
ease of reading theplan.
The organization isgenerally good, but
some sections seem out
of place. Some headingsmay be missing. Tablesand charts are included,
but are difficult tounderstand (e.g., poorly
labeled).
The plan is disorganizedto the extent that it
prevents understanding
the content. There are noheadings. Inappropriateuse of charts or tables;
or, use of tables andcharts is indicated, but
not included.
Writing Style
The plan has a writingstyle that is uniform
throughout the paperand appropriate for
this type of writtenproject. There is no
indication that the
paper involvedmultiple authors.
The writing style lacksuniformity at times and
is not alwaysappropriate for a
marketing plan. There issome indication of
multiple authors (e.g.,
different fonts, differentpaper, etc.).
Plan is clearly the work ofmultiple authors with
different writing styles,margins, printer fonts,
paper types, etc.
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Web Site Implementation:
4 3 2 1
Purpose
Our Website has a
purpose and amessage that
addresses animportant issue. Everycomponent of our wikisupports the purpose.
Our website has a
purpose. Everycomponent of our
website supports thepurpose.
Our website is
generally about atopic. Every
component of ourwebsite relates to thetopic, but some
components have a
superficial relationship
to the topic.
Our website seems to
be about more thanone topic.
Information
Our website providesextensive, thorough
information about all
sides of the issue.
Our website providesadequate information
about at least two
sides of the issue.
The information in ourwebsite has a few
significant gaps and
seems a bit one-sided.
The information in ourwebsite has many gaps
and presents only one
side of the issue.
Interpretation
We connect theinformation in ourwebsite to different
subjects and to thereal world. We use the
information from ourresearch to make
inferences and draw
original conclusionsabout our sites topics.
We connect theinformation in our
website to other topics
and ideas. We drawour conclusions from
our research.
We try to connect theinformation in our
website to other topics,
but some of ourconnections are
superficial. We try todraw conclusions, but
our conclusions are not
always based on ourresearch.
We rarely connect theinformation in our
website to other topics.
The information in ourwebsite is repeated or
paraphrased fromother sources. We do
not try to draw original
conclusions.
Sources
We gather information
for our website from awide variety of primaryand reliable secondarysources, such as print
sources, Web sites,interviews,
observation,
databases, and
surveys.
We gather information
for our website fromseveral reliablesources.
We gather information
from several sources,but a few of them maybe unreliable.
We gather our
information from oneor two sources, or wedo not use any
sources.
Citations
We correctly cite allsources for our
information, including
direct quotes andparaphrasing, when
appropriate.
We cite all sources forour information,
including direct quotes
and paraphrasing,when appropriate. We
make a few minor
errors in our citations.
We cite some of oursources, but we make
some errors in our
citations.
We do not cite oursources, or we make
numerous errors in our
citations.
Multimedia
We use high-qualitymultimedia
components, such asgraphics, sound,
animation, and video,
to enhance themessage of our
website. Multimediacomponents workcorrectly and are
integrated effectively
throughout our
website.
We use multimediathroughout our website
to support ourmessage.
We use multimediathroughout our
website, butsometimes it detracts
from our message.
We do not usemultimedia in our
website.
Copyright
We follow copyrightlaws for all content in
our website.
We follow copyright lawsfor all content in our
website, but we makesome minor errors.
We do not followcopyright laws for
some content on our
website.
We do not followcopyright laws with
most of the content on
our website.
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4 3 2 1
Creativity
We presentinformation in our
website in fresh,
original ways thatenhance our message.
We effectively uselanguage,organization, and Webfeatures in unique and
surprising ways to
communicate andpersuade our audienceto take our message
seriously.
We effectively uselanguage,
organization, and Web
features in originalways to communicate
our message.
We try to uselanguage,
organization, and Web
features in unique andsurprising ways to
communicate ourmessage, but some ofour attempts detractfrom our message.
We make no effort tocommunicate our
message in original
ways.
Audience
We design our websiteto appeal to a specific
audience, and we use
language andrhetorical devices to
appeal to thataudience. We
anticipate ouraudiences questions
and concerns, and give
them information theyneed to understand
and accept our
message.
We think about ouraudience while we
design our website,
and we address anyquestions or concerns
they might have.
We try to think aboutour audience while we
design our website,
and we answer someof the questions they
might have.
We do not think aboutour audience while we
design our website. We
only includeinformation that is
easy to find orinteresting to us.
Collaboration
We use effectivedecision-making and
persuasive strategiesto reach consensus on
major components of
our site. We encourageeach other to express
individuality in
meaningful ways
related to the purposeof the site. We respecteach others work by
offering support andconstructive criticism,and by agreeing on
what changes shouldbe made to the sitebefore we make any
changes.
We work together toreach consensus on
the major componentsof our site. We agree
on any changes that
should be made to thesite before we make
any changes.
We try to worktogether to reach
consensus about ourwebsites content, but
some people have
more input thanothers.
Our site is mostly thework of a few people,
and other groupmembers have very
little input.
Site Organization
Our websites
information is dividedlogically into pages
concerning different
subjects, withappropriate amounts of
content that expandand enhance our ideas.
Sections of informationare broken down into
an appropriate number
of subpages. Linksguide users through
the website in anintuitive way, and a
link to the home page
Our websites
information is dividedlogically into pages
concerning different
subjects, withappropriate amounts of
content. Links guideusers through our site,
and each page has alink to the home page.
Our websites
information is dividedinto pages that are
generally about
different subjects.Links guide users
through our site, butsometimes the links
are hard to find, andreturning to the home
page is sometimes
difficult.
The pages in our
website seem to beabout random
subjects. Some of our
pages have links, butreaders can easily get
lost or stuck in oneplace in our site.
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4 3 2 1
is always available.
Page Organization
Each page in ourwebsite thoroughly
addresses animportant topic related
to our purpose. Themost important
information appearsfirst on the page. We
effectively use
headings,subheadings, fonts,and Web features,
such as anchors, lines,
and boxes, to helpreaders find what they
are looking for.
Each page in ourwebsite addresses a
topic related to ourpurpose. We effectively
use headings,subheadings, fonts,
and Web features tohelp readers find whatthey are looking for.
Each page in ourwebsite is usually
about one topic. Weuse some headings
and Web features, butreaders sometimes
have difficulty findingwhat they are looking
for.
Our pages areconfusing and poorly
organized.
Links to Outside Sources
All links on our website
work and addimportant informationrelated to our sites
message. All linked
sites are appropriatefor our audience, and
we provide a
description of what isavailable on each site.
All links on our site
work and relate to thetopic of our site. All
linked sites areappropriate for our
audience.
The links on our site all
relate to the topic ofour site, but a few of
them do not work.
We have no links on
our website, or ourlinks are inappropriate,
do not work, or areunrelated to the topic.
Language
We use powerful,concrete, and accuratewords on our website.
We use a minimum oftechnical terms andinclude definitions,
when appropriate.
We use accurate wordson our website and
define technical terms,
when necessary.
Some of our wordchoices are inaccurate,
or we use too many
technical words.
Our word choices arepredictable and often
inaccurate.
Conventions
We have no errors insentences, spelling,
capitalization,
grammar, or
punctuation.
We check our writingfor accuracy in
spelling, capitalization,
grammar, and
punctuation, and we
do not have any errorsthat would confuse
readers
We check our writingfor accuracy in
spelling, capitalization,
grammar, and
punctuation, but we
have some errors thatmay confuse readers.
We do not check ourwriting for accuracy inspelling, capitalization,
grammar, and
punctuation, and we
have many errors thatwill confuse readers.
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V. Learning Activities:
Prelim
TOPIC Suggested Activities
Prior to Instruction: Gauging students needs:
knowledge, skills and attitudesGauging students needs
Give Final Product Rubric
e-Commerce Overview of e-Commerce Business to Customer e-Commerce Business to Business e-Commerce Online Communities
Lecture, discussion,exercises
Case AnalysisGroup Activity
The New Economy Economics of the Web e-Commerce Business Models
Lecture, discussion,exercisesCase Analysis
Group Activity
The Electronic Marketplace
Introduction to Internet
Recent Technologies Used in the e-Industry
Midterm
Ethical Practices
Ethical Framework for e-Business and InternetMarketing
Dos and Donts in Internet Marketing
Lecture, discussion,
exercises
Case AnalysisGroup Activity
Internet Marketing
The Stages of Internet Marketing Strategies in Using the Internet Tools of Electronic Marketing
Lecture, discussion,
exercises
Case AnalysisGroup Activity
Other Tools in Internet Marketing Customer Communication Security Trends
Lecture, discussion,exercises
Case AnalysisGroup Activity
Prefinal
Internet Advertisement Basic Internet Advertisement Advance Internet Advertisement
Lecture, discussion,exercisesCase Analysis
Group Activity
Email Marketing
Yahoo Marketing Gmail Marketing
Lecture, discussion,
exercises
Case AnalysisGroup Activity
Social Media Marketing
Facebook Marketing Twitter Marketing Youtube Marketing
Lecture, discussion,
exercises
Case AnalysisGroup Activity
Final
Additional Marketing Strategies
Lead Generation Affiliate Marketing
Lecture, discussion,
exercises
Case AnalysisGroup Activity
Search Engine Optimization
Article Marketing Using Blogs and Forums Press Releases
Lecture, discussion,
exercises
Case AnalysisGroup Activity
References: Internet Marketing & e-Commerce by Ward Hanson and Kirthi Kalyanam
Internet Marketing by The Internet Marketing Academy
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VI. Grading Criteria:
The total points that you accumulate throughout the term on the items below will determine your
grade:
60% Class Average (CA) 40% Prelim exam = PRELIM GRADE
1/3 Prelim grade (PG) 2/3 Tentative Midterm grade (60% CA + 40% midterm exam) = MIDTERM GRADE1/3 midterm grade (MG) 2/3 tentative Pre-final grade (60% CA +40% prefinal exam) = PRE-FINAL GRADE1/3 midterm grade (MG) 2/3 tentative final grade (60% CA +40% final exam) = FINAL GRADE
Class Average:
Prelim; Midterm & Pre-final Final
Assignment 15% Assignment 10%
Activities/Participation25% Participation 20% Quizzes 30% Quizzes 30% Portfolio - 30% Project 40%