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SYLLABUS, Spring 2013
MKTG 3214
INTERNET MARKETING
INSTRUCTOR:
Dr. Robert Roundtree
Phone: (704) 687-7621
E-mail: [email protected]
Office Hours:
M/W 2:00-3:30 PM & by appt
Office: 246 Friday
Class Times:
MW 12:30-1:45pm
Location:
Friday 128
COURSE DESCRIPTION:
This applications course introduces the entire scope of internet marketing as an emerging marketing tool which is quickly
becoming universally accepted as a mandatory part of any company’s marketing plan. This course will help students develop
strategic marketing skills that can be integrated into all applications of the internet. Through qualitative and quantitative analysis
of existing website/internet activities, students will learn how to make strategic marketing decisions which meet their target
market and company or product positioning adding internet marketing to the overall marketing mix.
COURSE OBJECTIVES:
The course is designed to enable students to meet the following objectives:
1. Understand the key terms and concepts in internet marketing.
2. Gain a broad understanding of various techniques for utilizing the internet as part of your marketing strategy
3. Gain an understanding of the role of the internet marketing manager in carrying out marketing strategy or support tactics
with the internet.
4. Learn tools used to generate income through the use of the internet
LEARNING METHODS:
The course will be taught using a variety of learning methods including lecture, scheduled lab time, class discussion, website and
internet promotion critique, tests, team assignments, guest speakers, assigned readings and potentially pop quizzes. You will need
to know how to access the worldwide web, on-line data and materials as well has how to use Excel and PowerPoint.
Required Material :
Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, Ryan Damian (Author), Jones
Calvin (Author), Publisher: Kogan Page; Second Edition edition (April 28, 2012). ISBN-13: 978-0749464271
The Laptop Millionaire: How Anyone Can Escape the 9 to 5 and Make Money Online [Hardcover] Mark Anastasi (Author),
Publisher: Wiley; 1 edition (April 24, 2012). ISBN-13: 978-1118271797
SUPPLEMENTAL AND RECOMMENDED READING:
Website Magazine, Internet Retailer, Advertising Age, Adweek, The Wall Street Journal, Business Week, Fortune, and the business
section of the local newspaper. Major men’s and women’s magazines, USA Today and the local newspaper. Additional
publications and articles will be recommended throughout the semester. Pay close attention to the website address and associated
promotions. Develop a critical eye and look at them from the marketer’s perspective as well as that of the consumer. Ask
questions like, was this easy to navigate, what is the company gaining from this, is this an effective website or promotion? I will
also from time to time provide supplemental short article readings from trade publications.
ATTENDANCE/CLASS PARTICIPATION:
Your grade will reflect your timely attendance, preparedness for class discussion including interaction with the professor and other
students on the assigned chapters and assignments and their timely completion.

Participation grades are based on demonstrated interest in and contribution to class discussions and lectures, as well as to
team activities. Your participation will be calculated from peer evaluation, attendance, discussion, and other in-class
activities.
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


Absences from class will negatively affect your grade, since some material that is covered in class is not available in the
textbook, and will be incorporated into examinations.
Miss a total of four unexcused classes throughout the semester, you will receive a failing grade for the class. It is the
student’s responsibility to be present when the attendance is recorded. Excused absences include MD notes, and family
emergencies or death.
Do not be tardy. It interrupts the instructor and your classmates. Anyone entering the class 10 minutes late will be counted
as absent.
Turn off cell phones and pagers before entering class.
Group Project: Online Business Proposal/Presentation
Over the course of the semester you are to work in a group of 5-6 individuals for the purpose of creating an online business idea
which you could use to pitch to potential investors. You can be very creative in the type of online business idea your group
creates. It can be:
 New to the world idea (e.g. Twitter when it was launched)
 Modification of an existing Online business (e.g., mashup of two ideas to form a new one)
We will assume that it’s come to your group’s attention that Five Ventures, LTD (Investors) is looking to invest in new and
creative online business ideas and you will be making a pitch of your idea to them.
You must utilize the readings in the LapTop Millionaire to help promote your ideas to your target market.
Your task would be to develop a proposal for your online business to persuade Five Ventures to invest initial seed capital in your
company. I will provide you with an outline to guide the development of the proposal. The deliverable for this project will be a
“Project Deck” of detailed PowerPoint slides which would serve to sell this idea to Five Ventures (i.e., the slides should be able
to stand on their own). In addition, during the last two weeks of class each group will make a formal presentation of their
proposal to the class. Of course the slides used for this presentation will be more suited for a presentation (i.e., not as detailed as
the “Project Deck”). These presentations should be around 20 minutes in length. On the day your group presents, each group
should provide me with copies of their “Project Deck” and presentation slides.
Team Peer Evaluations
Team members will be given the responsibility of evaluating their peers’ contribution to the team assignments. Peer evaluations
will be conducted at the end of the semester. These evaluations may potentially be used to adjust the project grade of each team
member. Be a team player and do your part! It can be a lot of fun. If you are having problems within your group, do not wait
until the last week of class to let the instructor know. Complaints will not be heard at that late date!
EXAMS:
There will be three exams based on the assigned readings in the textbook, lecture material, video presentations and supplemental
readings handed out in class. Each exam will be a combination of essay questions and multiple choice. Material covered on each
exam is indicated in the attached schedule. Please keep in mind that there are no make-up exams given. If for some reason,
you feel that you might not be able to take the exam on the date indicated because of extraordinarily compelling circumstances,
see me before that date. An alternate time may be arranged for you, if your reason is found to be compelling enough, as judged
by me. In all such circumstances, written documentation (e.g., doctor’s letter for medical emergencies, accident report for traffic
accidents) of the reason for your absence will be required before your makeup exam grade is included in your overall grade
computation. In all such cases, the special arrangement will entail taking a much tougher exam than that originally scheduled.
GRADING:
You will be evaluated and receive grades based on the following:
Class Participation/Attendance
Group Online Business Proposal
Test 1
Test 2
10%
40%
25%
25%
A=
B=
C=
F=
100%
2
100%-90%
89%-80%
79%-70%
<60%
POLICIES:
You are expected to be in class and on time ready to begin at the scheduled class time. No late work will be accepted unless prior
arrangements are made. You will show proper respect for your classmates and your instructor. The Belk College is a professional
school and you are expected to act and perform in a professional manner. If make-up tests become necessary they will be
cumulative and given at a common time at the end of the semester. Make-up exams and absences from presentations of team
projects will only be allowed for absences excused with the support of appropriate documentation from the office of academic
affairs for extreme circumstances.
CODE OF STUDENT ACADEMIC INTEGRITY:
If you have been even remotely aware of the business news during the past couple years you know the names Enron, Arthur
Andersen and others as examples of a lack of integrity in business. Your professor and the university take the issue of academic
integrity very seriously. Accordingly you will adhere to The UNC Charlotte Code of Student Academic Integrity. This code
forbids cheating, fabrication or falsification of information, multiple submissions of academic work, plagiarism, abuse of
academic materials, and complicity in academic dishonesty. Any special requirements of permission regarding academic integrity
in this course will be stated by the instructor and are binding on the students. Academic evaluations in this course include a
judgment that the student’s work is free from academic dishonesty of any type; and grades in this course therefore should be and
will be adversely affected by academic dishonesty. Students who violate the code can be expelled from UNC Charlotte. The
normal penalty for a first offense is zero credit on the work involving dishonesty and further substantial reduction of the course
grade. In almost all cases the course grade is reduced to F. Copies of the code can be obtained from the Dean of Students Office.
Standards of academic integrity will be enforced in this course. Students are expected to report cases of academic dishonesty to
the course instructor.
Attendance & Class Contribution
Your grade will reflect your timely attendance, preparedness for class discussion including interaction with the professor and other
students on the assigned chapters and assignments and their timely completion.


Participation grades are based on demonstrated interest in and contribution to class discussions and lectures, as well as to
team activities. Your participation will be calculated from peer evaluation, attendance, discussion, and other in-class
activities.
Absences from class will negatively affect your grade, since some material that is covered in class is not available in the
textbook, and will be incorporated into examinations.

Miss a total of four or more classes throughout the semester you will receive a failing “F” grade
for the class. It is the student’s responsibility to be present when the attendance is recorded. Also it is each student’s
responsibility to keep track of his or her absences. So if you miss a class write it down so you’ll
know where you stand for the semester. Excused absences include MD notes, and family emergencies or death.

Do not be tardy. It interrupts the instructor and your classmates. Anyone entering the class 10 minutes late will be counted
as absent.
Turn off cell phones before entering class.

Statement on Diversity
The Belk College of Business strives to create an inclusive academic climate in which the dignity of all individuals is respected
and maintained. Therefore, we celebrate diversity that includes, but is not limited to ability/disability, age, culture, ethnicity,
gender, language, race, religion, sexual orientation, and socio-economic status.
Extra Credit
It is possible (but not guaranteed) that during the semester you will be asked to participate in a research project that is being
conducted by a marketing professor. For helping with these research projects, you will receive extra credit (3 points on one
exam).
Schedule Changes
This syllabus and schedule provide general plans for the course; deviations may be necessary. You are responsible for schedule
changes announced in class or via email.
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MKTG 3214 – Internet Marketing
Spring 2013
DATE
TOPIC
W
1/9
TEXT CHAPTER READINGS
Welcome
Introduction to Internet Marketing
M
1/14
Introduction to Internet Marketing
D1
W
1/16
Marketing Strategies & Ecommerce Business Models
D2
M
1/21
Dr. MLK Day – University Closed
W
1/23
Web Technology & Web Design
D3
M
1/28
Web Technology & Web Design
D3
W
1/30
Introduction to the Group Project
M
2/4
Search Marketing
D4, L3
W
2/6
Search Marketing & E-Books
M
2/11
Website Intelligence & Measurement
D4, L1,
L3
D5
W
2/13
Website Intelligence & Measurement
D5
M
2/18
Email Marketing
D6, L2
W
2/20
Email Marketing
D6, L2
M
2/25
Exam 1
W
2/27
Social Media Marketing
M
3/4
Student Recess – No Class
W
3/6
Student Recess – No Class
M
3/11
YouTube, Facebook & Twitter
W
3/13
YouTube, Facebook & Twitter
M
3/18
Micro Job Sites & Outsourcing
D7
L4, L5,
L6
L4, L5,
L6
L7, L8
4
W
3/20
Local Business Marketing
L9
M
3/25
Membership Sites & Webinars
W
3/27
Online Reputation Management
M
4/1
Affiliate Marketing
D9
Affiliate Marketing
D9
L10,
L11
D8
W
M
4/3
4/8
Mobile Marketing
D10
W
4/10
Mobile Marketing
D10
M
4/15
The Future of Digital Marketing
D11
W
4/17
Team Presentations:
M
4/22
Team Presentations:
4/24
Team Presentations:
4/29
Team Presentations:
W
M
Exam 2
During Finals Week:
Readings Note
“D” - Understanding Digital Marketing Book
“L” – Laptop Millionaire Book
*NOTE: This is a tentative schedule. It is anticipated that we will have guest speakers and their schedules may not
conform to ours. Also, we may move through the material at a pace that differs from that anticipated in the above
schedule. Final schedules may change. Be flexible. Read ahead. Be prepared for contingencies.
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