HomeMy WebLinkAboutBUS-210BERGEN COMMUNITY COLLEGE
DIVISION OF BUSINESS, PERFORMING ARTS AND SOCIAL SCIENCES
BUSINESS ADMINISTRATION AND HOTEL/RESTAURANT MANAGEMENT
BUS 210 E-MARKETING
Syllabus
Course
Description
E-marketing explores the use of the Internet, World Wide Web, and
online social networking on the marketing of goods, services, and ideas.
Topics include identification of web-based marketing goals; selection of
the appropriate Web-based marketing strategy; conducting primary and
secondary marketing research; Web-design criteria; Web-based
advertising techniques; and revenue streams. Students will develop and
integrated Internet marketing plan, including development of a Web
presence, for an organization.
Credits/Hours 3 lecture, 0 lab, 3 credits
Prerequisites BUS 101 or BUS-115 or BUS 170 or BUS 201
Required
Textbook
E-Business Marketing, Albert & Sanders. Prentice Hall, 2010.
Optional
Other
Instructional
Materials
Publisher’s website: http://myphlip.pearsoncmg.com/ provides many
supplemental activities such as current events, online study guide,
Internet activities.
The Sidney Silverman Library has extensive resources, both print and
electronic, which support Business. There is also virtually unlimited
relevant business information available on a variety of websites.
Faculty
Resources
• Instructor’s Manual
• PowerPoint presentations (online)
• Test Item File (Print and computerized)
• Faculty access to publisher’s website provides online
instructor’s manual, answers to current events and
Internet activities, etc. There is also a facility for putting
the course outline online. Follow the login instructions
on the website.
http://myphlip.pearsonmg.com/
• Faculty are encouraged to utilize the college’s
WebCT system for asynchronous course discussion.
They may also build websites of instructional
materials using the WebCT system. For assistance
contact the Center for Instructional Technology
http://www.bergen.edu/CIT/
Student In addition to the resources mentioned above students should be
Resources encouraged to make full use of the Sidney Silverman Library (in person
and online at http://www.bergen.edu/library/ ), the Tutoring Center
(available in person in room S-118 and online at
http://www.bergen.edu/library/learning/tutor/ ), the Writing Center
(available in person room C-110 and online at
http://www.bergen.edu/library/learning/write/ )
Student
Learning
Outcomes
After successfully completing all course activities, the student will be
able to:
1. Identify and describe the components of the marketing mix;
2. Explain how to adapt traditional marketing methods to an e-
business;
3. Differentiate between B2B, B2C, C2B, and C2C marketing
strategies;
4. Research and evaluate e-business opportunities and identify
issues involved in starting a pure e-business or expanding a
brick and mortar into a click and mortar small business;
5. Describe the main components of customer relationship
management and evaluate methods of incorporating CRM into
e-marketing plans;
6. Identify and analyze the components of an e-marketing strategy;
7. Calculate and analyze alternative e-marketing strategy costs and
estimate rates of return.
Course
Content
After introductory topics are covered instructors are expected to utilize
the case study method and/or team and individual projects in exploring
subsequent topics. Time must be allowed for students to make
presentations of case studies and marketing plans.
1. Overview of E-Business Marketing
2. The Market Mix
3. B2B, B2C, C2B and C2C E-businesses
4. Analyzing Marketing Opportunities and Threats
5. Value Types
6. E-communication Models
7. Developing Marketing Goals
8. Stakeholders in the Marketing Strategy
9. Market Research
10. Customer Relationship Management
11. Pricing Considerations
12. International Considerations
Course
Activities
Faculty are encouraged to use a variety of instructional techniques to
encourage student learning. Research on learning shows that the straight
lecture technique is not particularly effective. Lecture segments should
be kept to a maximum of 20 minutes and be interspersed with other
learning activities such as demonstrations, question and answer, class
discussion, group learning projects, student presentations, etc. In order
to meet the needs of diverse learners faculty are encouraged to
supplement lectures with transparencies or Power Point. (Note: if not
assigned to a room already equipped with technology, portable teaching
stations equipped with a laptop computer and projection systems are
available from the library. Also, all classrooms have an Internet
connection)
Given the nature of this course Faculty are expected to incorporate use
of the Internet in their assignment and projects. Student have ample
access to all Microsoft Office software so students can be required to
word process any work submitted, as well as develop PowerPoint
presentations of Excel worksheets.
There are many types of projects that are excellent learning activities
for Internet Marketing students. Some examples of projects that can be
assigned to individuals or groups are:
• Given a particular scenario, develop a marketing plan
• Follow one e-company for a period of time and
analyze their marketing strategy
• Compare various e-marketing strategies
• Create a marketing plan for a new e-product
• Develop a marketing plan for opening a small e-
business
• Research the resources available for e-marketers
• Develop a cost comparison for various e-marketing
strategies
Grading and
Assessment
Eventually, the Business Department will establish one or more
assessment measures that students in every section of E-Marketing must
complete. Faculty will be required to incorporate these into their
assessment plan. For now, faculty may choose the methods by which
they will assess student learning.
Faculty are encouraged to use multiple methods of assessment and
to assess student learning frequently. A midterm and final exam are
insufficient measures of student learning.
Some examples of assessment methods are:
• Daily or weekly short quizzes
• Unit exams (multiple choice and/or essay – a mix is best)
• Student presentations, group or individual (a topic from the text,
results of research, etc.);
• Research reports or term papers either group of individual
• Marketing plans
• Case studies
Class participation (Note: class participation grades cannot be based
solely on attendance; they must reflect participation in discussion,
responses to questions, etc., and should be recorded in the
instructor’s grade book.)
Course
Policies
There are current no department course policies for E-Marketing
Final Grade
Calculation
There are currently no departmental policies on final grade calculation
for E-Marketing
7/15/10