<p>The Ohio State University Fisher College of Business</p><p>Marketing and Logistics 894 -- Internet Marketing MW 08:00 – 9:48 PM, Gerlach Hall, Room 265 Autumn Quarter</p><p>Gary Dowdy [email protected] (Please put “OSU” in the subject line) 614.404.4358 (cell)</p><p>Course objective Leveraging the Internet, as a primary or complementary vehicle, to grow your business.</p><p>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.</p><p>Course syllabus </p><p>DATE TOPIC / ASSIGNMENT</p><p>23 Sep Day 1 Introduction, Trends, Best practices Read case study #1: We googled you, for Day 2</p><p>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</p><p>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</p><p>05 Oct Day 4 Guest speaker</p><p>07 Oct Day 5 Search Marketing Case study #3 discussion (led by Groups 1, 4) Read case study #4: TBD, for Day 7</p><p>12 Oct Day 6 Guest speaker </p><p>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</p><p>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</p><p>21 Oct Day 9 Social Communities Case study #6 discussion (led by Groups 2, 3)</p><p>26 Oct Day 10 Guest speaker Meatball Sundae (by Seth Godin) discussion (led by Groups)</p><p>28 Oct Day 11 Guest speaker Mid-term exam, online Grading</p><p>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. </p><p>Class discussion: In grading class participation, I will use several criteria: </p><p> Quality of comments, including factors such as - </p><p> 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? </p><p> 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</p><p>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.</p><p>Grade Breakdown: Your grade will be calculated in the following way - </p><p>Assignment: Percentage: Class participation: 25% Two group assignments: 45% (15% per group presentation) Mid-term exam: 30% </p>