MKTG340
Week 1 Discussion 1 & 2 Latest 2017 September

dq
1

WEEK
1: THE HISTORY OF THE INTERNET

8888 unread replies.103103 replies.

How did the Internet originate, and what makes
it unique as a communications and transactions medium?

dq
2

WEEK
1: DELIVERING VALUE

8383 unread replies.104104 replies.

Identify the core marketing processes from the
text, and indicate how they impact the value chain. Are there any others you
would add, and why?

MKTG340
Week 2 Discussion 1 & 2 Latest 2017 September

dq 1

WEEK 2:
ONLINE BUSINESS MODELS

9393 unread replies.128128 replies.

The advertising model is dead. If your site is
not one of the top sites, you will not survive on the Internet. Agree or
disagree, and why?

dq 2

WEEK 2:
PERFORMANCE EVALUATION

9797 unread replies.120120 replies.

The term metrics is used quite loosely on the
Internet. What does the term mean to you? Give an example of one of the most
important metrics for managing digital marketing activities.

MKTG340
Week 3 Discussion 1 & 2 Latest 2017 September

dq
1

WEEK
3: REACHING THE CUSTOMER DIRECTLY

113113 unread replies.124124 replies.

What is the most important element in creating
an effective e-mail marketing campaign, and why?

dq
2

WEEK
3: E-MAIL MARKETING

116116 unread replies.129129 replies.

Discuss the benefits to a marketer of using an
ESP (e-mail services provider).

MKTG340
Week 4 Discussion 1 & 2 Latest 2017 September

dq
1

WEEK
4: SEARCH MARKETING

9696 unread replies.116116 replies.

Why is optimizing a website for organic search
still important, and how is this best accomplished?

dq
2

WEEK
4: SOCIAL MEDIA MARKETING

9999 unread replies.115115 replies.

What does it mean to build a community around
a brand, and how would you do so?

MKTG340
Week 5 Discussion 1 & 2 Latest 2017 September

dq
1

WEEK
5: BRANDING ONLINE

105105 unread replies.120120 replies.

What are some of your favorite videos related
to brand marketing? How do they engage viewers, create a branded community, or
otherwise promote brand loyalty?

dq
2

WEEK
5: ADVERTISING ONLINE

102102 unread replies.118118 replies.

Ad serving networks are used to target online
ads, and most ads are delivered automatically. Is this development a good or
bad thing for the industry and consumers and why?

MKTG340
Week 6 Discussion 1 & 2 Latest 2017 September

dq
1

WEEK
6: DESIGNING WEBSITES

8888 unread replies.106106 replies.

Look at Jakob Nielsen’s site www.useit.com
(Links to an external site.)Links to an external site., which is designed for
usability not attractiveness. Also, look at the sites of Tim, Ash, and Amy,
well-known usability experts. Tim’s work focuses on the conversion aspect of
website design http://sitetuners.com (Links to an external site.)Links to an
external site. and Amy’s more on website usabilityhttp://www.eightbyeight.com (Links
to an external site.)Links to an external site.. What do you think of these
sites? Do they seem usable to you? Why or why not?

dq
2

WEEK
6: DESIGNING MOBILE SITES

9696 unread replies.111111 replies.
Marketers are tracking smartphone users with apps on their phones. Using the
Wall Street Journal interactive website on the subject
(http://blogs.wsj.com/wtk-mobile/ (Links to an external site.)Links to an
external site.), look at the types of applications you have and see what types
of data are being collected. Any surprises? Now that you know this data is
being collected, will this knowledge change your use of your phone? Do you
think apps should tell you when they collect and send information about the
mobile device and about the user?

MKTG340
Week 7 Discussion 1 & 2 Latest 2017 September

dq
1

WEEK
7: SECURITY ONLINE

8787 unread replies.104104 replies.

Locate and read Amazon.com’s privacy policy on
their website. Does the policy you find seem to meet the requirements of the
fair information practices principles? Why or why not? What surprised you? What
should be improved? What is reassuring?

dq
2

WEEK
7: PRIVACY ONLINE

8989 unread replies.105105 replies.

What are some of the concerns consumers have
about the privacy of their personally identifiable information? Do you share
those concerns? How would you characterize yourself in terms of Westin’s
framework?

MKTG340
Week 1 Blog Project Latest 2017 September

Week 1 Assignment

Select three different websites you will
follow throughout the course.

Create a Google alerts account (Links to an
external site.)Links to an external site. to get updates on the companies and
their marketing strategies; sign up for company alerts and promotions via
Google Alerts and also via e-mail and Twitter.

Create a blog using Blogger, (Links to an
external site.)Links to an external site. and record your insights as to how
one of these companies uses online and offline technologies to create value for
customers as your first blog post. Relate these comments to the Internet Marketing
Paradigm on page 11. How can they improve their strategies? How are they
reaching their demographic, and is that the best use of these technologies?
Create a Google Analytics Account and enable Google Analytics in your blog
(Links to an external site.)Links to an external site..

Determine how you will reach your demographic
segment on the Internet using the material from the chapter. Start promoting
your blog through those channels, and make note of the results. You might
consider promoting your blog to your contacts on social media or your personal
e-mail list. You might find chat rooms or groups where your target audience
hangs out.

Discuss the above in your blog.

MKTG340
Week 2 Blog Project Latest 2017 September

Week 2
Assignment

1. Consider
the three websites you selected in Week 1 and identify the elements of one of
those websites’ business model (consider there can be more than one). In your
blog, discuss the business model selected and whether the business model has
been profitable. Is it the right one for the firm, or should they use another?

2. Pick an
alternate model, and compare it to the one the company is using. Is there a
better way to make money?

3. Discuss
the above in your blog.

Don’t forget to submit your assignment.

MKTG340
Week 3 Blog Project Latest 2017 September

Week 3
Assignment

1. Analyze
the e-mail alerts and promotions you have been receiving for the companies you
have been following. Do the e-mails follow good direct marketing and e-mail
design principles? Are they compliant with the CAN-SPAM act? What changes would
you make to these e-mail strategies?

2. Analyze
the website you are following to determine if the company is using the
InternetIs to
their full advantage.

3. Evaluate
a website in terms of how it uses the critical strategy elements of direct
marketing to achieve its generic direct marketing strategy goals.

4. Discuss
the above in your blog.

Don’t forget to submit your assignment.

MKTG340
Week 4 Blog Project Latest 2017 September

Week 4
Assignment

1. Analyze
the natural search engine rankings of a company you are following and its
social media presence. What improvements can be made, if any? What steps should
the company take to improve both its organic and paid search rankings?

2. Discuss
the above in your blog.

Don’t forget to submit your assignment.

MKTG340
Week 5 Blog Project Latest 2017 September

Week 5 Assignment

Go to several web pages or content sites and
look to see what ad formats are used. Do they conform to IAB guidelines? (Links
to an external site.)Links to an external site. Go to the same page on a mobile
site and compare. Were there differences, and why do you think so? Are any of
the advertisers using Mobile Rising Stars and which ones?

Discuss the effectiveness of these ads in your
blog. If you can find ads related to your company you are following, discuss
also.

Discuss the above in your blog.

Don’t forget to submit your assignment.

MKTG340
Week 6 Blog Project Latest 2017 September

Week 6
Assignment

1. Analyze
the website and mobile presence of the company you are following.

2. Discuss
in your blog. Has the company followed good web design principles? Are the
mobile applications easy to find and use? What suggestions for improvement
might you make based on good web design principles?

3. Discuss
the above in your blog.

Don’t forget to submit your assignment.

MKTG340
Week 7 Blog Project Latest 2017 September

Week 7
Assignment

1. Describe
how one of the companies you are following handle customer PII.

2. Do you
think the company is doing enough to protect PII? What more could be done? What
actions would you recommend the company take to protect the privacy of their
customers’ personally identifiable information (PII)?

3. Discuss
the above in your blog.

Don’t forget to submit your assignment.

MKTG340
All Course Projects Latest 2017 September

Week 1
Assignment

1. Select
a company from the Fortune 1000 list for which you will develop a digital
marketing plan for a new product or service that the company does not currently
offer. (example: Sony 3D TV, Redbox Online Movies, Apple at-home computer
repair service). The company must not currently offer the product or service or
have an Internet presence for the product or service, because it will be your
task to develop these strategies.

Post your company and new product or service
for professor approval in the Week 1 Discussion Course Project Selection topic
area. Note that multiple individuals will not be permitted to study the same
business. In case of duplicate requests, companies will be approved first come,
first served.

Week 2
Assignment

Create at least six slides to communicate your
analysis of the company’s current strategy. Follow the outline below.

1. Title/Cover
Slide:

o Student
name, company name, product or service name, date, course number

2. Executive
Summary:

o Key
problems or issues that the marketing plan will solve

o Describe
the goals of the marketing plan.

3. Company
Analysis:

o Brief
background on the business (products, services, target market, brand image)

4. Objectives
or Mission Statement:

o Business
model(s) currently used

o Current
marketing situation analysis

o Market
or industry analysis (size, growth, trends)

o Value
chain analysis: How does the company deliver value currently?

o Customer
segmentation (customer base: demographics, psychographics, geographics)

o Competitor
analysis (existing competition, potential competitors, product substitutes)

o Customer
life cycle stage analysis

o Positioning
statement for the new product

5. SWOT
Analysis:

o Business
strengths

o Business
weaknesses

o Business
opportunities

o Business
threats

6. Company’s
Current Digital Marketing Efforts:

o A
discussion of the firm’s Internet business model, including a concise statement
of its value proposition and its Internet revenue streams

o Digital
marketing strategies (e.g., website, online advertising, use of social media,
e-mail, search)

o Customer
service, acquisition, and retention strategies

o Overall
marketing strategy

o Integration
of web presence into overall marketing strategy

o Offline
approaches

o Marketing
relationship objectives from the customer relationship management

o Data acquisition,
management, and use

o Current
performance, metrics, and evaluation

o Social
and regulatory issues

o Any
other relevant issues or topics

Week 4
Assignment

Add at least three more slides to your
presentation, adding details to your marketing plan and making recommendations
about how the company should implement your plan. Follow the outline below.

1. Digital
Marketing Objectives and Strategies:

o Describe
how your marketing plan will contribute to helping the company achieve its
objectives.

o Define
the objectives or goals of the marketing plan.

o Define
the scope: the corporate or organizational, strategic business unit, or brand
level, usually depending on the size of the organization.

o Describe
the overview of intended product or service, pricing, promotion, and
distribution strategies.

2. Action
Plan: detailed suggestions you would like the company to follow, including but
not limited to the following.

o Business
and revenue model(s) for your product or service

o 4 Ps
(product, pricing, place, and promotion)

o Website
strategy for product or service (design, features, functionality, usability)

o Target
market: customer selection, segmentation, and targeting

o Online
or offline integration of marketing communications plan, including search,
social, e-mail and web design elements, as well as relevant offline elements

o Customer
service and relationship management

o Customer
acquisition, conversion and retention plans as appropriate based on objectives

o Detail
on social media activities, mass media, and other online secondary (as needed
to support social media program)

o Distribution
or fulfillment of marketing messages, material, incentives, and so forth

o Quality
and customer service as required to execute this plan

o Technological
infrastructure and data requirements as required to execute this plan

o Social
and regulatory issues

o Other
relevant issues or topics

3. Control,
Feedback, and Financial Analysis:

o Performance
measurement: describe the metrics you will use to evaluate performance.

o Define
customer lifetime value (CLV) and return on investment (ROI).

o Performance
metrics must match precisely to marketing objectives. Be specific—what metrics,
and how they will be collected.

Week 6
Assignment

Submit a rough draft of your entire
presentation, including the slides you created for the Weeks 2 and 4
submissions. Add additional slides as needed to assure that you have provided
all information requested on the Course Project outline. Be sure that you do
the following.

• Include
  citations in a reference section for each information source. Any source
  not indicated in the reference section opens you to charges of plagiarism.
• Include
  an appendix at the end of the deck for supporting materials (tables,
  graphics, figures, screenshots).
• Limit
  the number of slides to 20 total.
• Communication
  and readability: The deck should have a logical flow, be easy to follow,
  avoid grammatical mistakes, and use rules of 3 and 7×7.
• Charts,
  tables, and figures: Intersperse relevant charts, tables, and figures in
  the report to illustrate your results. Refer to the charts, tables, and
  figures in the body of the report. Charts, tables, and figures count
  towards the total number of pages.

Week 8
Assignment

Submit the final draft of your entire
presentation, including the slides you created for the Week 6 rough draft
submission. Add additional slides as needed to assure that you have provided
all information requested on the Course Project outline and incorporated all
feedback from your professor. Be sure that you do the following.

• Include
  an appendix at the end of the deck for supporting materials (tables,
  graphics, figures, screenshots).
• Include
  citations in a reference section for each information source. Any source
  not indicated in the reference section opens you to charges of plagiarism.
• Provide
  your final project information in no more than 20 slides.
• Communication
  and readability: The deck should have a logical flow, be easy to follow,
  avoid grammatical mistakes, and use rules of 3 and 7×7.
• Charts,
  tables, and figures: Intersperse relevant charts, tables, and figures in
  the report to illustrate your results. Refer to the charts, tables, and
  figures in the body of the report. Charts, tables, and figures count
  towards the total number of pages.

MKTG340
Week 3 Quiz Latest 2017 September

Question 1

5 / 5 pts

(TCO 1) _____ is the feature of the Internet
that allows users to move easily from one document to another.

Telecommunications

Common platform

Hypertext

Question 2

5 / 5 pts

(TCO 1) The Sabre System is an example of

a new service made possible by the Internet.

an information product.

a product targeted solely at the consumer
market.

Question 3

5 / 5 pts

(TCO 1) A term often used when software is
made available on a fee for usage basis is

applications software providers.

proprietary software.

software as a service.

Question 4

5 / 5 pts

(TCO 1) The Internet experienced slow but
steady growth until _____ allowed users to move around in easy graphical
fashion.

Yahoo!

Mosaic

Netscape

Question 5

5 / 5 pts

(TCO 1) Two concepts Herman Miller employed as
part of its ongoing process of value chain improvement are

Six Sigma and performance reporting.

greening and lean thinking.

EDI and inventory management.

Question 6

5 / 5 pts

(TCO 1) A phrase that describes value chains
is

seamless, end-to-end integration throughout
the channel of distribution.

the discrete activities that make up channels
of distribution.

well-managed logistics activities.

Question 7

5 / 5 pts

(TCO 1) _____ is one criterion for a
successful supply chain.

Changing the way middlemen are compensated

Responsiveness to changes in customer demands

Eliminating expensive security practices

Question 8

5 / 5 pts

(TCO 1) _____ is an element of the supply
chain management process.

Managing multiple channels of distribution

Establishing policies for
environmentally-friendly procurement

Acquiring new customers

Question 9

5 / 5 pts

(TCO 2) _____ is an important element of any
business model.

Value proposition

Competitive analysis

Financial forecasting

Question 10

5 / 5 pts

(TCO 2) _____ is the business model used to
describe a site that resells large amounts of content on the Web.

Portal

Machine-to-Machine

Infomediary

Question 11

5 / 5 pts

(TCO 2) Among the functions filled by business
models are

to conduct a detailed SWOT analysis.

to describe the value proposition.

to provide detailed pro forma financial
statements.

Question 12

5 / 5 pts

(TCO 2) Revenue models for online businesses
include

bringing buyers and sellers together.

reaching buyers directly.

All of the above

Question 13

5 / 5 pts

(TCO 2) Which of the following is a true statement
about the nature of participants in a usability test?

Participants need to have a high level of
computer expertise.

Fifteen participants can identify virtually
all the usability problems.

A large sample is required.

Question 14

5 / 5 pts

(TCO 2) The primary purpose of a usability
test is to

ensure that the site works properly to assure
good customer experience.

give programmers the data they need to produce
a usable site.

help marketers estimate the volume of sales
the site will produce.

Question 15

5 / 5 pts

(TCO 2) The two categories of website metrics
are

file loading time and successful page loads.

business performance and technical site
performance.

marketing metrics and operations metrics.

Question 16

5 / 5 pts

(TCO 2) Which of the following is a true
statement about tagged web pages?

The user must give permission to have web
pages tagged.

The marketer can turn tagged pages off and on
at will.

None of the above

MKTG340
Week 5 Quiz Latest 2017 September

Question 1

5 / 5 pts

(TCO 3) The Four I’s of Internet marketing
include

information-driven, intuitive.

integrated, immediate.

involving, interactive.

Question 2

5 / 5 pts

(TCO 3) Objectives of a direct-response
marketing program can include

Correct!

generating sales leads.

creating awareness of a product or service.

developing brand image.

Question 3

5 / 5 pts

(TCO 3) True statements about testing in the
Internet environment are

testing requires a substantial amount of
marketing research.

testing provides information that is not
ordinarily available to marketers in the mass media environment.

All of the above

Question 4

5 / 5 pts

(TCO 3) Important characteristics of a
direct-response offer include

always having a purchase as the objective.

deferred action on the part of the prospective
customer.

a clear call to action.

Question 5

5 / 5 pts

(TCO 3) A true statement about spam on the
Internet is

most users are indifferent to the presence of
spam.

fewer users say they are receiving spam today.

some users are reducing their use of e-mail as
a result of spam.

Question 6

5 / 5 pts

(TCO 3) The term used to describe the
expressed willingness of consumers to receive further promotional material from
the marketer is

opt-out.

registration.

opt-in.

Question 7

5 / 5 pts

(TCO 3) Steps in developing an e-mail campaign
include

borrowing an inexpensive e-mail list.

measuring the results of the campaign.

finding out what copy is available in company
files.

Question 8

5 / 5 pts

(TCO 3) Which choice below best represents why
direct e-mail marketing is superior to direct mail?

Faster, higher response rate, better list

Faster, cheaper, better tracking

Faster, higher response rate, cheaper

Question 9

5 / 5 pts

(TCO 4) _____ is the development of web pages
in a manner that is friendly to search engine spiders.

SEP

SEO

SEM

Question 10

5 / 5 pts

(TCO 4) A search engine determines rank on its
results pages by

vote of its users.

secret algorithms.

open source algorithms.

Question 11

5 / 5 pts

(TCO 4) Types of search include

local search.

vertical search.

All of the above

Question 12

5 / 5 pts

(TCO 4) Where do organic, or natural, search
rankings appear on a search results page?

At the bottom of the page

At the far right of the page

To the left underneath the paid search terms

Question 13

5 / 5 pts

(TCO 4) Social media marketing campaigns

can be designed to go viral.

need to be developed with a specific target
market in mind.

are impossible to measure.

Question 14

5 / 5 pts

(TCO 4) All marketers should

have a Facebook page.

actively consider the use of social media in
their marketing programs.

switch to exclusively marketing on social
media.

Question 15

5 / 5 pts

(TCO 4) Marketing effectiveness and ease of
use of social platforms tends to be

negatively related to one another.

positively related to one another.

there is no relationship between effectiveness
and ease of use.

Question 16

5 / 5 pts

(TCO 4) Marketers find that communicating with
people on social networks

is similar to advertising in other channels.

requires communications that are responsive
and trustworthy.

is often constrained by the rules of the
social network.

MKTG340
Week 7 Quiz Latest 2017 September

Question 1

5 / 5 pts

(TCO 5) _____ is one tool that enables
consumers to enjoy media on their own schedule.

Electronic TV schedule or guide

Video streaming

Image search

Question 2

5 / 5 pts

(TCO 5) Online advertising is _____ effective
than television advertising in creating customer awareness.

more

less

equally

Question 3

5 / 5 pts

(TCO 5) Advantages of a brand community
include

members are likely to feel more brand loyalty.

members feel they are part of an exclusive
club.

Both of the above

Question 4

5 / 5 pts

(TCO 5) The concept of a vook is

make interactive videos relevant to the brand.

embed high-quality video in textual content.

encourage users to create their own video.

Question 5

5 / 5 pts

(TCO 5) Which of the following is a true
statement about acquisition of online customers?

Acquisition of online customers can be
accomplished only online.

Acquisition of online customers can make use
of both offline and online techniques.

Is more costly than acquiring offline
customers.

Question 6

5 / 5 pts

(TCO 5) Best practices for developing rich
media ads include

put as much interactivity into the ad as
possible.

understand who your target audience is and how
its members use the web.

do not include a call to action in a rich
media ad.

Question 7

5 / 5 pts

(TCO 5) The new “Rising Stars” ad formats were
designed because

old formats were no longer usable.

the job of the IAB is to make as many formats
available as they can.

the new formats respond to the need for better
brand development ads.

Question 8

5 / 5 pts

(TCO 5) The technique that serves ads to
Internet users based on tracking of their Internet activities is

behavioral advertising.

personalized advertising.

retargeting.

Question 9

5 / 5 pts

(TCO 6) The nature of website objectives will
depend on

tasks visitors expect to perform on the site.

the types of hardware and software that will
be used.

how visitors are going to be attracted to the
website.

Question 10

5 / 5 pts

(TCO 6) Among the web design elements that
help create a satisfactory customer experience are

dramatic and attention-getting graphics and
other visuals.

multiple navigations aids like breadcrumbs and
different colors for followed links.

pages that have a lot of text and are able to
answer all the visitor’s questions.

Question 11

5 / 5 pts

(TCO 6) Overstock.com’s success on the web
stems from

the level of satisfaction with the customer
experience on the site.

its multichannel approach.

Both of the above

Question 12

5 / 5 pts

(TCO 6) Typical website objectives include

making sales.

generating sales leads.

Both of the above

Question 13

5 / 5 pts

(TCO 6) Among the strategic implications of
pervasive computing are

marketers must wait for customers to contact
them.

marketers must be able to contact customer
near the time and place of purchase.

content will become less important than
context.

Question 14

5 / 5 pts

(TCO 6) True statements about the global
mobile environment include

some countries have already passed 100%
penetration of cell phones.

mobile is expected to be the dominant method
of accessing the Internet in a few years.

Both of the above

Question 15

5 / 5 pts

(TCO 6) _____ is one of the strategic drivers
of mobile marketing.

Advertising

1-click payment mechanisms

Decrease in consumer concern about the privacy
and security of their personal data

Question 16

5 / 5 pts

(TCO 6) Mobile apps are primarily of interest
to

young consumers with active lifestyles.

older, more affluent consumers.

it depends on the app and the target audience.