Internet Marketing

Course Outline Section BUSS475 Classroom LG-POSCO #217 Time TUE/THU 17:00 – 18:15 Instructor Janghyuk Lee, Associate Professor of MarketingOffice LG-POSCO #615Phone 02 3290 2819 E-mail janglee@korea.ac.kr Webpage KUPID/EKU Office hours TUE/THU 13 :30 – 15 :00 Teaching Assistant Kayoon KIM, kayoon@korea.ac.kr Course Background and Objectives Internet has been revolutionizing marketing from several dimensions such as market environment, market research as well as marketing activities such as dynamic pricing through Web, user-firm interaction for developing new products, direct sales through online retailers or Web open market such as eBay and personalized target sales promotion such as iButterfly provided by Dentsu. As well wide spread of new media such as corporate blog, Facebook fan page, YouTube channel, hundred thousands of Twitter followers change the fundamental of communication. The purpose of this course is to introduce you to Internet marketing as an increment to marketing management course. We will explore how Internet affects specific activities along with marketing process. The course objectives aim to help you:

Gain knowledge of the unique aspects and challenges inherent in marketing driven by Internet. Develop the ability to think critically and strategically about opportunities and issues that

emerge in marketing driven by Internet and to confidently apply Internet to formulate valuable solutions.

Discover the critical success factors based upon evidence from course readings, discussions and views of guest speakers.

Become more sensitive to the importance of integrating on & off-line marketing activities. An underlying assumption of this course is that students learn best and retain the most through active participation in the learning process. Therefore, classroom sessions will consist of a mixture of short lectures, student discussions of assigned materials, case discussions, team presentations, and active learning exercises. We will also have several service practitioners/experts sharing their insights with our class. Caution This is a totally unstructured course. No text book is required. Only a handful of lecture slide will be distributed after session. There will be 4 to 8 guest speakers who will present in Korean. If you feel uncomfortable with it, you don’t have to get registered in this course. Pre-requisite

Marketing management (BUSS205) or equivalent courses. Course Material The most of course materials will be communicated on Facebook page. http://www.facebook.com/jangleeMKT Evaluation Quiz Individual 20% Class participation Individual 20% Company report Individual 30% Term project Team 30%

Quiz There will be 1 or 2 quizzes (multiple choice + open ended question) to check the understanding of course contents. In case of absence without appropriate reason, the minimum score will be allocated.

Class participation Active class participation is key to your own and your classmates’ learning experience. To ensure smooth progress of the class, no late arrival will be admitted. Write your name on a presence sheet that will be circulated in the middle of class. The classroom will be closed 5 minutes after the course starts. Please use the time in class constructively to ask questions, contribute points relevant to the understanding of the class material or case analysis, or give relevant examples from your own experience. What matters is the quality of your comments, not the quantity. Of course, some points made in class will be questionable or wrong, and I will point this out to you. You should not be afraid of making a wrong point – the discussion of such points often contributes to the understanding of a situation. However, please do not make comments simply to get some ‘air time’. Such behavior will be counted as negative class participation. More than 6 absences will lead to ‘F’ regardless of the performance of other criteria. Followings are appropriate reasons for absence: sickness (submit the medical report), personal affairs (e.g., death of family members), job interview (maximum three times), etc. In case of absence, you must inform me in advance by email.

Company report You will choose a company and conduct research on its Internet marketing activities. A comprehensive instruction will be given.

Term project To be explained later in the class.

Submission format Print Course title: Internet Marketing Case name: Fedex Last name/ First name (in English and in Korean if available)

Electronic file name SM, your last name, your first name e.g.) IM HUDSON James.doc (if you are Korean, add your name in Korean, e.g., SM 1 HAN Soojin한수진.doc) Course Contents Internet & Marketing process Market environment

Telecom network Mobile Internet & smart phone Data market place

Industry typology and Internet marketing

B2C industry typology B2B SME

Consumer

Consumer decision journey Text mining Electronic payment service

Communication

Types of media: paid, owned, earned On & off-line integration Campaign management

Channel

Online retailer Direct sales channel: Web, open market On & off-line integration

Sales promotion

Social commerce Target promotion (e.g., mobile coupon)

Pricing

Dynamic pricing Smart pricing

Product management

Crowd sourcing New product development

Customer relationship management

Customer engagement: campaign Customer support (e.g., Twitter customer care account, YT channel)

Tentative Schedule

Week Topic Reading Case Remarks 1

2 3

4

5

6

7

8 Mid-term exam week (no class)

9

10 No class

11

12

13

14

Term project presentation Dec 1, 3h

15

16 Final exam week (no class)