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The University Of Mississippi
School of Business Administration
BUS
400: Special Topics
Interactive/Direct Marketing
(IDM)
Fall 09-10, Booneville, Desoto, Tupelo
Dr. Robert M. Cosenza
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What is Interactive Direct Marketing?
Interactive Marketing refers to the evolving trend in marketing whereby
marketing has moved from a transaction-based effort to a conversation.
The definition of interactive marketing comes from John Deighton at
Harvard, who says interactive marketing is the ability to address the
customer, remember what the customer says and address the customer again
in a way that illustrates that we remember what the customer has told
us (Deighton 1996). Interactive marketing is not synonymous with online
marketing, although interactive marketing processes are facilitated
by internet technology. The ability to remember what the customer has
said is made easier when we can collect customer information online
and we can communicate with our customer more easily using the speed
of the internet. Amazon.com is an excellent example of the use of interactive
marketing, as customers record their preferences and are shown book
selections that match not only their preferences but recent purchases.
Wikipedia
Wikis
Social
Networking
Twitter
Facebook
What is Youtube
Some
Interactive Magic
Total
Immersion
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| Phone: (662)
342-4765 |
E-Mail:
We will be establishing specific email
accounts on Yahoo-ymail.com
Mine is:
cozinteractive@ymail.com
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| Office: TBA | Office
Hours: See Office Hours Link |
Time: TuTh 3:00-4:15
pm , DL Desoto, Tupelo, Booneville
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Location: DL
Classroom Assigned at Facility/Campus
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|
| Important
Dates (See Academic Calendar, NOT Responsible for
mistakes in this section)
Aug 24 School Begins, 100% refunds (minus 5% fees), withdrawals through
9/4
Sept 4 Last Day To Add
Sept 7 Labor Day Holiday
Oct 5 Last Day for Course Withdrawals (No Refund)
Oct 23-Nov 6 Academic Advising
Oct 30-Nov 30 nPriority Registration
Nov 23-27 Thanksgiving Holidays
Dec 1, 2, 3 Final Exams for DL Classes |
| Prerequisites: Instructor's
Permission |
|
REQUIRED TEXT AND READINGS
Course material type:
Textbook
ISBN:
9780136086109
Title:
Contemporary Direct & Interactive Marketing (SB)
Author:
Lisa Spiller, Martin Baier,
Publication information:
Prentice Hall
Description:
7.7"x9.3"x1.0"; 2.0 lb; 504 pages Hardcover; 2009-03-15
THIRD
WEEK (9/8, 9/10) REQUIRED READING
: Cluetrain Manifesto FREE BOOK online at:
http://www.cluetrain.com/book/
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| ALL
OTHER MATERIALS NEEDED FOR CLASS WILL BE PROVIDED ONLINE.
DO(S):
1. Be ontime, be courteous, be enthusiastic, come to learn.
DONT(S):
1. Do not have your cell phone ON at any time in the classroom
during class or at breaks. If caught you will be singing to the class...this
song: Henry The Eighth
WORDS
HERE
2. COMPUTERS ARE ALLOWED IN THE CLASSROOM.
3. ALL, Yes
that's ALL assignments are to be turned in on the day required in HARD
copy, yes Hard copy ------NO, yes I said NO assignments will be accepted
by e-mail, -------for Any, yes I said ANY reason. No hard copy, means
no grade for that assignment.
Required Readings:
The dynamics of Interactive/Direct Marketing are constantly
changing and those who wish to understand/master the field must stay in
constant touch with the swift changes to this environment. Readings will
be assigned on the basis of these changes. A general/specific set of available
readings (from a variety of sources including web addresses) is available
on this site. However, specific readings will be assigned at the beginning
of the semester. These readings be put on-line or provided as links or
web addresses from the databases in The University of Mississippi library.
ALL
E-BOOKS MENTIONED IN CLASS ARE AVAILABLE AT THIS LIBRARY LINK.
CLICK
HERE and follow instructions. You may need your ID/Student
number for access.
1. The
Complete Guide to Direct Marketing
2. The
New Direct Marketing
3. Creative
Strategy in Direct Marketing
4. Successful
Direct Marketing Methods
5.
Desktop Database Marketing
6. Direct
and Interactive Marketing
7. Cybermarketing
Online Linked Resources
Conversation
Marketing (Free Online Textbook)
Viral
Marketing Online
HTML Online (Not
the best language but easiest to get started)
Web Development Help
Marketing
Internet Library
Quirk e-Marketing
Book (Free Online Textbook)
Other Free
Online Textbooks
WEBOPEDIA: An on-line dictionary of
E-Business Terms for your reference, searchable at
http://e-comm.webopedia.com
All
E-Books on Marketing
(linked at UM Library)
Software Used in The Class
________________________
Office 2007 in Labs
Open Office
SPSS in Labs
Photoscape Photo
Editor
Nvu Authoring
Nvu
Manual
Nvu User Guide
(Cook)
KompoZer Authoring
KompoZer User
Guide (Cook)
Filezilla
Winrar
7Zip
Yahoo
Mail
Facebook
Twitter
Google Blogger
Bebo
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| REQUIRED LIBRARY RESOURCES |
The
UM Libraries |
|
Catalog Description: Direct/ Interactive Marketing utilizes
a Marketing system that combines one or more persuasive media to affect
a measurable response or transaction at any location. In this class, students
will learn how to manage a multi-channel marketing system that includes
direct mail, Internet, and telemarketing. Direct/ Interactive marketing
differs from general marketing in that the result of the persuasive communication
is measurable in terms of the response. Direct/Interactive marketing is
largely dependent upon the use of customer files and lists – referred
to as databases. In addition, new technologies including blogging, data
mining, web mining, and Cell Phone EPC Marketing will be discussed.
The course provides a foundation for an understanding
and application of the basic concepts necessary to develop a basic interactive/dm
strategy for a small/medium size company. Managerial decision making
(using decision information) is stressed throughout the course. The concepts
developed in the course should enable student trained managers to develop,
implement, and control ethical marketing decisions for effective IDM (Interactive
Direct Marketing). |
Course Objectives:
(Evaluation Criteria in Parens) After completion of this course you should
be able to:
- Develop, align, and evaluate an
I/DM plan for a company. (The Basics) (In class projects)
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- Explain the interrelationships of an I/DM system,
including website/DM development, and technology. (In
class projects)
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- Make critical I/DM marketing decisions utilizing
a well thought out, individualized, managerial decision style.
(In class projects, cases, and critical thinking exercises)
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- Evaluate an e-Commerce site for impact-web site
design, business model, competitiveness, and metrics. (In class projects)
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- Understand the competitive, societal, and legal
ramifications of I/DM. ( (In class projects )
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- Integrate "aspects" into an Integrated
Direct Marketing program. (In class projects)
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- Apply database principles to the development of
customer loyalty (in both business to business and ultimate consumer
relationships). (In Class Projects)
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- Evaluate I/DM systems both internally
and externally (in the competitive environment).
(In class projects)
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| General
Information: The instructor will act as a
discussion leader and facilitator for learning in the course. You will be
responsible for all of the reading/problem/case assignments. Since it will
be almost impossible to cover all of the topics during class time, the instructor
will focus on certain key topics. HOWEVER, YOU ARE RESPONSIBLE FOR ALL
OF THE ASSIGNED MATERIALS. In addition, I strongly suggest that you
subscribe/read the WSJ on a daily basis, and as many business
publications (BUSINESS WEEK) that you have time for. Articles
and cases will also be assigned for reading and classroom discussion.
These articles will be available online in the virtual database section
of the Library. In class exercises/cases will be used throughout
the course. You will be called upon to provide insights/solutions to the
problems/cases/exercises in class. |
| Technology Requirements:
You must know how to use the excel and word. We will be using a variety
of software that I will introduce to you and discuss. This software will
be used in all of your assignments, preferably in an integrated manner. |
| Course Requirements: 5
class projects. Your final grade will be based upon 3 tests, 5 class
projects, thefinal exam, and THE FINAL CLASS PROJECT. No make up tests for
any reason. Missed tests are counted as zero (0). |
| School
of Business Administration : Statement of Academic Integrity
The School of Business Administration
upholds honor and academic integrity in all of its teaching, research,
and service activities. All business faculty, staff, and students are
charged with the responsibility to behave with personal and professional
integrity and to refrain from dishonorable conduct. |
| Grading: |
Five (5) in class projects
CP1
Due Eval Website 9/3
CP2 Due Community 9/15
CP3 Due Completed mapping of Offer 10/27
CP4 Due Completed Blog at least two entries 10/27
CP5 Due Read and comment on Blogs 11/5
See rules for class projects |
50 @ = 250 |
| THE
FINAL PROJECT (FP) |
400 |
| Three Tests @100 pts |
300 |
| Final Exam |
150 |
| TOTAL POINTS AVAILABLE |
1100 |
| TOTAL GRADE BASED |
1000 |
|
| A |
901 -1000 |
| B |
801 - 900 |
| C |
701 - 800 |
| D |
600 - 700 |
| F |
<600 |
|
| Attendance:
You are required to be in class for all scheduled classes. Attendance
will be taken. One absence is free. You will be docked 2% of the 1000
points for each absence after 1- up to 4, after the fifth absence you
will be docked 5% for each additional absence. No exceptions. There are
no make up projects for any reason.
And, no make up tests for any reason.
5. ALL, Yes
that's ALL assignments are to be turned in on the day required in HARD
copy, yes Hard copy ------NO, yes I said NO assignments will be accepted
by e-mail, -------for Any, yes I said ANY reason. No hard copy, not turned
in on specified date, means no grade for that assignment.
Participation (individual):
I expect you to attend all classes. You are
responsible for making your contribution heard and your presence felt
in class. Reading and preparation of the cases assigned are the the keys
to understanding any subject matter; but, it is particularly important
in your attempt to understand IDM. Since our class time is limited, it
is important that we utilize the time we have to discuss those concepts
that the majority of the class may find difficult to understand/grasp.
By not reading the material and preparing before coming to class, you
will take away from the class discussions of the information and thus
negatively impact your fellow student's learning.
In Summary:
Students learn more when their interest level is high, teaching is interactive,
and learning is reinforced by doing. Business courses must be designed
and conducted so students become comfortable learning and using the skills
and tools business and government employers want, in addition to the business
knowledge base that students need to succeed in their careers.
Tests
Bring Green 50/50 scantron and a bluebook to all tests. Tests and exams
could be any style from crossword to essay to matching to T/F to MC, etc.
Class
Projects (CP):
CP1 Due Eval Website 9/3
CP2 Due Community 9/15
CP3 Due Completed mapping of Offer 10/27
CP4 Due Completed Blog at least two entries 10/27
CP5 Due Read and comment on Blogs 11/5
Projects will be based upon IDM concepts and designed and implemented
in the classroom. More
to come....ALL PROJECTS MUST BE COMPLETED AND TURNED IN. NO EXCEPTIONS.
LATE PROJECTS WILL NOT BE ACCEPTED AND A ZERO (0) graded assigned.
*****ALL, Yes that's ALL assignments
are to be turned in on the day required in HARD copy, yes Hard copy ------NO,
yes I said NO assignments will be accepted by e-mail, -------for Any,
yes I said ANY reason. No hard copy, means no grade for that assignment.*****
THE FINAL PROJECT (FP): Due 12/1
The final project is a completely developed and implemented interactive
marketing plan using ALL web based applications available for a product
and /or a service. More to come.......
NOTE: CPs and Final Project must be typed
in Microsoft .doc(x) format, 12 pt, Times Roman, Double Spaced, and documented.
|
| Cheating:
Please refer to the UM Catalog/ Student Handbook. Students caught cheating
(during exams, through plagiarism, or any other form) will receive a grade of
zero (0) for the exam or assignment. Appropriate college personnel will be notified
to determine if student will receive a grade of "F" in the course. |
| Withdrawals:
See Catalog |
| Special
Services: Are available, See Catalog |
| DATE |
TOPIC (Part 1, Numbers) |
| 8/25 |
Introduction
Preliminaries
The Scope of Interactive Direct Marketing
SB: Chapter 1
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| 8/27 |
Introduction (Continued)
Preliminaries
The Scope of Interactive Direct Marketing
SB: Chapter 1
UsingViral
Marketing in HR
Wendy
Piersall and The KMART case
Read Conversation Marketing: Conversation
Marketing (Free Online Textbook)
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9/1 |
Crafting and Applying High Tech Digital
Media
SB: Chapter 8
E- mail assignment due, setting up your ymail account and emailing me your
address. |
9/3 |
Crafting and Applying High Tech Digital
Media
SB: Chapter 8
CP1: Evaluating
a Retail Website Due
ALL, Yes that's ALL assignments are
to be turned in on the day required in HARD copy, yes Hard copy ------NO,
yes I said NO assignments will be accepted by e-mail, -------for Any, yes
I said ANY reason. No hard copy, means no grade for that assignment.
|
9/8 |
Discussion of THE
CLUETRAIN MANIFESTO
Interview
with Doc Searls, One of the Cluetrain Authors
How
Lego Caught the Cluetrain |
9/10 |
Discussion of THE
CLUETRAIN MANIFESTO
Interview
with Doc Searls, One of the Cluetrain Authors
How
Lego Caught the Cluetrain |
9/15 |
Discussion
of THE CLUETRAIN MANIFESTO
Interview
with Doc Searls, One of the Cluetrain Authors
How
Lego Caught the Cluetrain
Integrated Marketing Communication
CP2:
SETTING UP THE COMMUNITY Due
|
9/17 |
Discussion
of THE CLUETRAIN MANIFESTO
Interview
with Doc Searls, One of the Cluetrain Authors
How
Lego Caught the Cluetrain
Integrated Marketing Communication
CP2:
SETTING UP THE COMMUNITY Due
|
9/22 |
Test #1, All above |
9/24 |
Planning and Creating a Value Proposition:
The Offer
FABS
Slides for Creating the Offer 1
Slides for Creating the Offer 2
Go here for interesting web site that
follows, AIDCA model, FABS, and all of the components of a good offer
SB: Chapter 4, 9 |
9/29 |
Planning and
Creating a Value Proposition: The Offer
FABS
Slides for Creating
the Offer 1
Slides for Creating the Offer 2
Go here for interesting web site that
follows, AIDCA model, FABS, and all of the components of a good offer
SB: Chapter 4, 9
|
10/1 |
Mapping slides
SB: Chapter 2-3 |
10/6 |
Mapping slides
SB: Chapter 2-3 |
10/8 |
SB: Chapter 2-3 |
10/13 |
Databases (Continued)
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| 10/15 |
Databases (Continued) |
| 10/20 |
Test #2, All
above
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| 10/22 |
IDM and Community
The Weblog
Listen
to episode 31 and 42 on HBR podcasts
SB: Part 2 |
| 10/27 |
Photoscape
Photo Editor
CP3
Due Completed mapping of Offer 10/27
CP4 Due Completed Blog at least two entries 10/27
SB: Part 2
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| 10/29 |
Photoscape
Photo Editor
IDM Media : Social Media Marketing Integration
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| 11/3 |
Databases: The Basics
DATA and IDM DECISIONS (Strategic/Market Planning,
Databases and Lists)
Plans and Models
IDM web (Overview of Internet, E-Communications, E-Commerce)
IDM Database Decision Slides
IDM Media
SB: Part 2 |
| 11/5 |
Databases Basics
Database Marketing
Using SPSS for clustering
Class Project Key Here
Database for Class Project
SPSS Users Manuals
Short SPSS 11 Manual
CP5
Due Read and comment on Blogs 11/5
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| 11/10 |
Email and IDM
Listen
to episode 31 and 42 on HBR podcasts
Email 1 Slides
Email 2 Slides
SB: Chapter 10, 13 |
| 11/12 |
FAB
slides
IDM Process slides
How to create a DM piece
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| 11/17 |
Test #3, All Above
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| 11/19 |
Applications
SB: Chapter 14
PODCAST
LINK HERE |
| 11/22-11/28 |
Thanksgiving Break |
| 12/1 |
Final Overview: Putting
the finishing touches on a splendid semester.
THE
FINAL PROJECT (FP)
PODCAST
LINK HERE
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| 12/3 |
Final for those who opted for final. |