Affordable methods of promotion for small businesses. Emphasis on Internet marketing, public relations, relationship marketing, database marketing, and guerrilla marketing tactics. A promotion plan for the students' (existing or planned) businesses will be developed.
Instructor Information: Gary Niedermier
Reading and Review: Each week you will have chapter readings from the e-book. You should read the assigned chapters and analyze the "key takeaways" following each section. The takeaways will help your thought process in identifying the types of promotion you may want to use depending upon your overall marketing strategy. The exercises should also get you thinking in an analytical mode. Incorporate the exercises along with the key takeaways to create a "way of thinking" about how to promote a product and brand.
This new course focuses on methods of promotion for small businesses. Students will examine various elements of e-marketing including public relations, relationship marketing, database marketing, search engine marketing, etc. Each student will develop a promotion plan for an existing or planned business.
By the end of the course, students should be able to:
- Summarize the ways that customers bring value to your firm and describe the characteristics of the most valuable customers.
- Apply the marketing concept to appeal to your target market.
- Design a plan for relationship-building with customers, and predict customer response.
- Describe the benefits of event marketing for a business.
- Demonstrate how companies can gain the attention of the press.
- Examine a business situation and apply e-marketing tools to improve the customers experience and the firm's presence on the web.
- Illustrate how firms build and use marketing databases.
- Assess, select and justify marketing communications tactics best suited to your business.
E-Book Text: Rob Stokes and the Minds of Quirk., eMarketing: The Essential Guide to Online Marketing. New York; Flat world Knowledge, Inc. One bridge Street, Irvington, NY 10533
How To Access The Textbook: eMarketing: The Essential Guide to Online Marketing. Use the following URL- http://www.catalog.flatworldknowledge.com/catalog/editions/119 this screen will give you four "paid" options to access the text online. The $19.95 option is least expensive and includes online access to the text,note taking, highlighting, and study aids. The choice is yours, but this option seems to be adequate.
Assignments: There are Case Studies at the end of most of the required reading. you will be asked to post to forum answers to review questions pertinent to each Case Study. Turning in your answers says that you have analyzed the Case Study and completes the assignment - points will be awarded.
Promotion Plan: Over the course, you will work on a promotion plan for an existing or planned business. This major project is broken into four deliverables. You will produce a:
- Business Overview: 1 page (approx.),due by the end of Week 2. High end description of the marketplace and market trend, your product and how you distribute your product to the end user.
- Customer Analysis: 1 page (approx.), due by the end of Week 3. What does your target customer look like demographically: age range, education, income level, etc. What are the target customer's needs? What will he/she pay for? How do they think? How do they react to various marketing stimulus?
- Draft Plan: Due by the end of Week 5. The draft plan should contain all of the major "bones" of key features that support the overall marketing plan, i.e.the tactical moves you will put into play.
- Final Plan: Due by the end of Week 6. (points graded by instructor)
Exams: There will be three exams during the course. The exams will be based on the material from the text. The lowest score will be dropped from the calculation of your grade. If for any reason you miss an exam, then that will be the one that is dropped. The schedule is as follows:
Exam # 1 - covers chapter's 19, 18, 17, 16.
Exam # 2 - covers chapter's 13, 11, 10, 8.
Exam # 3 - covers chapter's 7, 6, 5, 4.
Tips for Success:
Here are some of the ways that you can enhance your knowledge in this class. Please take advantage of them.
- complete the required reading prior to taking an exam. Don't try to "wing it".
- Make certain to schedule your work so that you can complete tasks on time.
- When you don't understand something, post a question in the "Q&A Forum".
Grades will be assigned to students based on the total points earned in the course. You may access your final grades in Catalyst by the weekend after the final exam. After that, look on the web in "My Portal" under resources for the link to view your grades.
Your evaluation in this course will be divided between your two best scoring exams out of a total of three, your final Promotion Plan submission and the Case Study assignments submitted.
Week 1 - Chaps: 18,19 & 17 - Marketing Research, eMarketing Strategy and Customer Relationship Management
Week 2 - Chaps: 16 & 13 - Mobile Marketing and Web Site Development and Design
Week 3 - Chaps: 11 & 10 - Online Reputation Management and Viral Marketing
Week 4 - Chaps: 8 & 7 - Social Media and Pay Per Click Advertising
Week 5 - Chaps: 5 & 6 - Search Engine Marketing and Search Engine Optimization
Week 6 - Chap. 4 - Affiliate Marketing and Course Wrap-Up
Policy on Copying and Cheating:Students who submit the work of others as their own or cheat on exams or other assignments will receive a failing grade in the course and will be reported to college authorities.
Video Viewing Options
- Watch at home during the cable TV broadcasts.
- Tape record your video programs during the telecasts and view them when convenient.
- View programs in the De Anza College Open Media Lab.
- Check out tapes from the Open Media Lab to view overnight at home.
- SMART DASB Card required. The Smart Card Office is located
on the lower level of the Hinson Center
- DLC ID Card required (available at the De Anza College
Online Education Center, LC 107).
- One tape at a time may be checked out for 48 hours. No
renewals are allowed.
- Return tapes to Open Media Lab or in the drop box outside
of Learning Center West (please report any videotape technical
- Late fines: $2.00/day (maximum fine-$25.00);
replacement/lost tape charge: $25.00/tape.
This course utilizes Catalyst, De Anza's Online Learning Community. Please view the Catalyst website at https://catalyst.deanza.edu/
to login. Please note that you will be unable
to login until the first day of class
. Be sure you are using your correct username and password - do not use your social security number or international "99" number. If you need help logging in or finding your
student ID, please view the short instructional video at: https://catalyst.deanza.edu/?pg=mod1
. Additional instructions and assistance can be found on the Catalyst website