Outline for OSU

The Ohio State University Fisher College of Business

Marketing and Logistics 894 -- Internet Marketing MW 08:00 – 9:48 PM, Gerlach Hall, Room 265 Autumn Quarter

Gary Dowdy [email protected] (Please put “OSU” in the subject line) 614.404.4358 (cell)

Course objective Leveraging the Internet, as a primary or complementary vehicle, to grow your business.

Whether creating an integrated offline and online marketing campaign or utilizing just the Web as a marketing vehicle, this class will discuss the core aspects of the Internet, the tools available for creating buzz and the strategic framework to pull it all together.

Course syllabus

DATE TOPIC / ASSIGNMENT

23 Sep Day 1 Introduction, Trends, Best practices Read case study #1: We googled you, for Day 2

28 Sep Day 2 Process, Websites (Lessons Learned), Measuring success Case study #1 discussion (led by Groups 1, 4) Read case study #2: Wikipedia in the spotlight, for Day 3

30 Sep Day 3 Email marketing Case study #2 discussion (led by Groups 2, 3) Read case study #3: Where to get your news, for Day 5

05 Oct Day 4 Guest speaker

07 Oct Day 5 Search Marketing Case study #3 discussion (led by Groups 1, 4) Read case study #4: TBD, for Day 7

12 Oct Day 6 Guest speaker

14 Oct Day 7 Search Marketing Case study #4 discussion (led by Groups 2, 3) Read case study #5: Retail shopping – the net v mall, for Day 8

19 Oct Day 8 Blogs, Podcasts, RSS, Tags Case study #5 discussion (led by Groups 1, 4) Read case study #6: UnMe Jeans, for Day 9

21 Oct Day 9 Social Communities Case study #6 discussion (led by Groups 2, 3)

26 Oct Day 10 Guest speaker Meatball Sundae (by Seth Godin) discussion (led by Groups)

28 Oct Day 11 Guest speaker Mid-term exam, online Grading

Group assignments: For each group presentation, you will be graded with an A, B, or C. A's are awarded when the assignment addresses each issue fully. A B grade means that you did an adequate job of completing the assignment, but left some part incomplete, under-developed or flawed. A C grade means that you did not fulfill a major aspect of the assignment.

Class discussion: In grading class participation, I will use several criteria:

 Quality of comments, including factors such as -

a. Relevance - Do your comments speak directly to the issues and concepts being addressed? Do they extend/advance our understanding of those issues or concepts? b. Substance - Do your comments make a real contribution to the ideas being exchanged? Has anything new been gained from your contribution to the discussion? c. Persuasiveness - Have your points been well articulated, argued, and supported, such that others take note of the convincing nature of your points?

 Amount of participation (this does NOT mean dominating the discussion)  Degree to which participation is spread across a number of sessions rather than concentrated in one or two

Mid-term Exam: You will be given an exam that involves questions about the lectures and readings. Details about the exam will be presented to you during the session.

Grade Breakdown: Your grade will be calculated in the following way -

Assignment: Percentage: Class participation: 25% Two group assignments: 45% (15% per group presentation) Mid-term exam: 30%