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MM3841 Internet Marketing

MM3841 Internet Marketing. LECTURER and SEMINAR LEADER. CONSULTATION HOURS. Staff: LEUNG Chi-hong ( 梁智康 ). Mon : 14:30 – 16:30. Room: M912. Tue : 11:30 – 13:30. Tel: 3400 3650. or by appointment. email: msleung@inet.polyu.edu.hk. Teaching Staff. Academic Qualifications

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MM3841 Internet Marketing

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  1. MM3841Internet Marketing

  2. LECTURER and SEMINAR LEADER CONSULTATION HOURS Staff: LEUNG Chi-hong (梁智康) Mon: 14:30 – 16:30 Room: M912 Tue: 11:30 – 13:30 Tel: 3400 3650 or by appointment email:msleung@inet.polyu.edu.hk Teaching Staff Academic Qualifications Bachelor of Science in Biology (CUHK) 1990 Master of Philosophy in Computer Science (CUHK) 1992 Doctor of Philosophy in Computer Science (CUHK) 1996 Master of Business Administration (Leicester) 2002 Master of Educational Studies (Western Australia) 2004 Doctor of Business Administration (Newcastle) 2007 Major working experience Dept. of Comp. Sci., HKU Faculty of Education, CUHK Education Bureau

  3. Lecture and Seminar classes

  4. Course Website http://myweb.polyu.edu.hk/~msleung/3841.htm You may download lecture PowerPoint files and other materials from this website.

  5. Learning Outcomes • On successfully completing this subject, students will be able to: • (a) Design an integrated online-offline marketing programme. • (b) Analyse and appraise the added marketing challenges that associate with the Internet. • (c) Evaluate the impact of the Internet on marketing thinking. • Studying this subject will also keep students’ logical and critical thinking, and abilities in appreciating global technological development in the information business.

  6. Textbook MAIN TEXT • Strauss, J. and Frost, R. (2011). E-Marketing (6th ed.). Prentice Hall. • Rayport, J.F. and Jaworski, B.J. (2007). Introduction to E-Commerce: With E-Commerce PowerWeb (2nd ed.). McGraw-Hill. OTHER REFERENCES • Roberts, M.L. and Zahay, D. (2007). Internet Marketing: Integrating Online and Offline Strategies (3rd ed.). Boston, Mass: McGraw-Hill/Irwin. • Siegel, C.F. (2006). Internet Marketing: Foundations and Applications (2nd ed.). Boston: Houghton Mifflin.

  7. Course Assessment • Coursework: 50% Minimum pass grade (D) • Final examination: 50% Minimum pass grade (D) A pass is required in both components to pass the subject.

  8. Coursework (50%) Individual assignments 1. Two short essays (15%) Group assignments 2. Case study and presentation (10%) 3. Marketing plan and presentation (25%) All assignments are submitted to Blackboard. No hardcopy is required. No quiz or mid-term exam.

  9. 1. Individual assignments (15%) Essay 1: Discuss how one push Internet marketing activity AND one pull Internet marketing activity (mentioned in the videos played in the seminar class in Week 2) are currently applied in an existing company selected by you. (300 words) Essay 2: Analyze the results of search engine optimization (SEO). Details will be provided in the seminar class in Week 3. (300 words)

  10. 2. Case study and presentation (10%) • Select one or more cases downloaded from: • http://myweb.polyu.edu.hk/~msleung/3841/case.doc • Apply what you learnt from the case(s) to a company selected by you. • Solve problems and/or improve marketing practices of the company. • The selected company should be well-known (e.g. McDonald’s, IBM, Nike, etc). • Presentation between Week 6 and Week 8, and submit the PowerPoint file after presentation. • Time: 25 minutes.

  11. 3. Marketing plan and presentation (25%) • Select a well-known company. • Write up a marketing plan (3,000 – 4,000 words) for • either new (or imaginary) products / services that are not sold by this company before, • or existing products / services that are not marketed by this company on the Internet before. • Presentation of the proposal between Week 9 and Week 13, and submit the PowerPoint file after presentation. • Time: 45 minutes. • Submit the marketing plan in Week 14.

  12. Assignment submission • Send all your assignments (individual and group) to Blackboard only. • Do NOT send them via email. • Do NOT need to submit hardcopy.

  13. Details of the final examination (50%) • Time allowed: Two hours • Date: between 11 and 24 December, 2013 • Part 1: 10 M.C. questions • Part 2: Essay-type questions • Answer 1 compulsory question, and • Answer 2 out of 4 other questions

  14. What do you need to dobefore the tutorial in Week 2? • Form a group with other classmates. Four to five students per group. • Tell the following information to the subject lecturer in the seminar class in Week 2. • Names and student numbers of all group members • The week in which your group presents the case study(Week 6 to 8) • The week in which your group presents the marketing plan proposal (Week 9 to 13).

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