Sunday, November 17, 2013
Course Handout
Faculty Name: Ankit Kesharwani
Office
Number: C-116, Department of
Marketing & Strategy
Class
Timing: Wednesday (1:50 pm to 3:05 pm) & Thursday
(12:05 pm to 1:20 pm)
Consulting
Hours: Thursday 2:00 pm to 5:00 pm
Course Description:
This
course in MBA program enables students to explore the realities and
implications of internet marketing and e-commerce from a marketer’s
perspective. The course focuses on cutting edge business models that generate
revenue while delivering customer value. The architecture for these business
models is tied to marketing theory wherever possible. The course utilizes
Harvard Business School (HBS) cases to introduce a wide range of internet
marketing issues faced by online marketers. These cases serve as a foundation
for critically analyzing situations and acquiring evidence-based, ethical
decision-making skills using marketing theory and marketing metrics. During
practical sessions, this course will expose students to state-of-the-art
contemporary demand and supply marketing metrics and analytic tools, such as
Google AdWords, Google AdSense, Facebook analytics, Twitter analytics, and other
web metrics to integrate marketing performance with the firm’s strategic thrust
to meet corporate goals.
Text Book
Book
Title
|
Authors
(Year), Edition, Publication
|
Internet Marketing: Strategy,
Implementation and Practice
|
Dave Chaffey, Fiona Ellis-Chadwick,
Kevin Johnson, and Richard Mayer (2008), 3rd Edition, Pearson
Education
|
Reference Books
S.
No.
|
Book
Title
|
Author/s
(Year), Edition, Publication
|
1
|
E- Marketing
|
Judy Strauss and Raymond Frost (2012),
6th edition, PHI
|
2
|
e-Commerce and Web Marketing
|
Ward A. Hanson and Kirthi Kalyanam
(2009), Cenage Learning.
|
3
|
Social Media Marketing: An Hour a Day
|
Dave Evans and Jake Mckee (2011),
Wiley India Pvt Ltd
|
4
|
Online Marketing: 36-Hour Course
|
McGraw-Hill (2010), McGraw-Hill
|
5
|
The Curious Digital Marketer 2.0
|
Afaqs! Campus (2013), Banyan Netfaqs
|
6
|
Advanced Google AdWords
|
Brad Geddes (2012), 2nd
Edition, John Willey & Sons
|
8
|
Website Optimization: An Hour a Day
|
Rich Page (2012), 4th
Edition, John Willey & Sons
|
9
|
Search Engine Optimization: Your
Visual Blueprint for Effective Internet Marketing
|
Kristopher B. Jones (2013), 3rd
Edition, John Willey & Sons
|
Session Plan:
S.
No.
|
Date
|
Topic
|
Case Title,
Source and Pages
|
1.
|
23 Oct
|
Introduction to Course
|
|
2.
|
24 Oct
|
Internet Marketing Fundamentals
|
“Dell Online”
(1999), HBS 9-598-116. Pgs. 27
|
3.
|
30 Oct
|
Strategy and Models for the Virtual
World
|
“Amazon,
Apple, Facebook and Google” (2013), HBS
9-513-060, Pgs. 18
|
4.
|
31 Oct
|
Strategy and Models for the Virtual
World
|
“Amazon,
Apple, Facebook and Google” (2013), HBS
9-513-060, Pgs. 18
|
5.
|
6 Nov
|
Strategy and Models for the Virtual
World
|
“Cyworld:
Creating and Capturing Values in Social Networks” (2008), HBS 9-509-012, Pgs. 18
|
6.
|
7 Nov
|
Strategy and Models for the Virtual
World
|
“Cyworld:
Creating and Capturing Values in Social Networks” (2008), HBS 9-509-012, Pgs. 18
|
7.
|
13 Nov
|
Strategy and Models for the Virtual
World
|
“American
Well: The Doctor will E-See you Now” (2011), HBS 9-510-061, Pgs. 28
|
8.
|
14 Nov
|
Strategy and Models for the Virtual
World
|
“American
Well: The Doctor will E-See you Now” (2011), HBS 9-510-061, Pgs. 28
|
9.
|
20 Nov
|
Strategy and Models for the Virtual
World
|
“Autobytel.com”
(2005), HBS 9-500-01, Pgs. 21
|
10.
|
21 Nov
|
Online Marketing Planning Issues
|
“Harvard
Business School Executive Education: Balancing Online and Offline Marketing”
(2012), HBS 9-510-091, Pgs. 16
|
11.
|
27 Nov
|
Online Marketing Research
|
Practical
Session 1: Online Marketing Metrics
|
12.
|
28 Nov
|
Online Marketing Research
|
“MedNet.com Confronts
‘Click-Through’ Competition” (2007), HBP Brief Case 2066, Pgs. 12
|
13.
|
4 Dec
|
NCP
- 1
|
Written
Exam
|
14.
|
5 Dec
|
Search Engine Marketing
|
Practical
Session 2: Google AdWords
|
15.
|
11 Dec
|
Search Engine Marketing
|
Practical
Session 3: Google AdWords
|
16.
|
12 Dec
|
Search Engine Marketing
|
Practical
Session 4: Google AdWords
|
17.
|
18 Dec
|
Search Engine Marketing
|
Practical
Session 5: Google AdSense
|
18.
|
19 Dec
|
Online Buyer Behaviour
|
“Clust.com:
Dream More, Pay Less” (2000), HBS
9-501-047, Pgs. 16
|
19.
|
25 Dec
|
Online Buyer Behaviour
|
“Electronic
Arts Introduces the Sims Online”
(2003), HBS 9-503-008, Pgs.32
|
20.
|
26 Dec
|
Online Buyer Behaviour
|
Practical
Session 6: Creating a Referral Marketing Campaign
|
21.
|
1 Jan
|
The Online Product
|
“Zynga (A)”
(2013), Pgs. 28
|
22.
|
2 Jan
|
The Online Product
|
“Zynga (B)”
(2013), Pgs. 11
|
23.
|
8 Jan
|
Pricing Issues on the Web
|
“Radiohead: Music at Your Own Price
(A)” (2009), Pgs. 9
|
24.
|
9 Jan
|
Pricing Issues on the Web
|
“Radiohead: Music at Your Own Price
(B)” (2009), Pgs. 2
|
25.
|
15 Jan
|
NCP
- 2
|
Written
Exam
|
26.
|
16 Jan
|
Online Communication Tools
|
Practical
Session 7: Facebook Analytics
|
27.
|
22 Jan
|
Online Communication Tools
|
“Mekanism:
Engineering Viral Marketing” (2012), Pgs. 16
|
28.
|
23 Jan
|
Online Communication Tools
|
“Online Restaurant
Promotions” (2010), HBS 9-909-034, Pgs.16
|
29.
|
29 Jan
|
Online Marketing Legal Issues
|
Text Book Readings
|
30.
|
30 Jan
|
Online Marketing Legal Issues
|
Text Book Readings
|
Evaluation Plan
S
No
|
Component
|
Evaluation
Mode
|
Weightage
|
1
|
Class Participation (CP) – 1
|
Continuous (Sessions 2-10)
|
10 Marks
|
2
|
Class Participation (CP) – 2
|
Continuous (Sessions 11-20)
|
10 Marks
|
3
|
Class Participation (CP) – 3
|
Continuous (Sessions 21-30)
|
10 Marks
|
4
|
Non-Class Participation (NCP) – 1
|
Written Exam (Session 13)
|
10 Marks
|
5
|
Non-Class Participation (NCP) – 2
|
Written Exam (Session 25)
|
10 Marks
|
6
|
Non-Class Participation (NCP) – 3
|
Class Assignments (Session 1 -30)
|
10 Marks
|
7
|
End-Term
|
Written Exam
|
40 Marks
|
Requirements
from Students / Guidelines:
1.
Ensure that you have
read the requisite cases, chapters and come well prepared to the class for
discussion.
2.
Please sit in your
respective seats allotted to you and carry your name-plate for every class.
3.
Adhere to the
institution’s attendance policy.
4.
Cross talks or any sort
of indiscipline in the class would be dealt strictly.
5.
Please follow deadlines
strictly for any submission. Late submissions will be treated as no submission.
6.
There will be no
make-up test for NCP evaluations. Missing from these evaluations will result in
‘zero’ i.e. E/F grade.
7.
Don’t throw discussed cases
after the class; they will be helpful during all evaluations including end-term
exam.
8.
Students are free to
clear any subject related doubts beyond the class timings also, however it’s recommended
you take prior appointment through email / sms / call.
9.
Avoid any kind of plagiarism
in assignments. It will have a severe impact on your all evaluations.
Important Links:
6. Scan
this to download the course handout:
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