sbd-e-commerce and internet marketing

8/12/2019 SBD-E-Commerce and Internet Marketing

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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


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


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


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


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


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.


for our website fromseveral reliablesources.


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


Internet Marketing

The Stages of Internet Marketing Strategies in Using the Internet Tools of Electronic Marketing


exercises


Other Tools in Internet Marketing Customer Communication Security Trends

Lecture, discussion,exercises


Prefinal

Internet Advertisement Basic Internet Advertisement Advance Internet Advertisement

Lecture, discussion,exercisesCase Analysis

Group Activity

Email Marketing

Yahoo Marketing Gmail Marketing


exercises


Social Media Marketing

Facebook Marketing Twitter Marketing Youtube Marketing


exercises


Final

Additional Marketing Strategies

Lead Generation Affiliate Marketing


exercises


Search Engine Optimization

Article Marketing Using Blogs and Forums Press Releases


exercises


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%

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