Students will learn how to use marketing automation technology’s integrated web, email and database tools in pre-built, personalized marketing campaigns to acquire and retain customers.  Topics will also include how to use web analytics tools, search engine marketing strategies and tactics, webinars and online surveys. Students will demonstrate their understanding of eMarketing by satisfactorily completing all Homework and In-class Assignments, a Mid-Term Exam and one Group Project.

This course is a required course for the eMarketing graduate certificate program. This certificate program in eMarketing provides students with practical knowledge and "hands-on" skill development using the integrated web, email and database technologies needed to acquire and retain customers in today's marketing environment. The 15-credit (five courses) graduate certificate includes three core courses and two elective courses, all of which are online, making the certificate accessible from anywhere. Additional information regarding this program can be found at: http://www.scps.virginia.edu/certificates/eMarketing.php

Program Objectives

A transformation has taken place in the field of Marketing. The Internet and its related technologies have been the driving force behind this transformation. Its effect has been felt by businesses, both large and small, in the ways needed to effectively market their goods and services to consumers and other businesses. Savvy marketers have shifted from product-centric to customer-centric marketing to acquire and retain customers, and have shifted their focus, as well as their budgets, from off-line advertising to online personalized marketing communications to achieve their marketing objectives.  This is called eMarketing.

Completion of the certificate program demonstrates evidence of specialized educational achievement in eMarketing. Marketers with skills in eMarketing are delivering recognized competitive advantages for their companies and are in high demand in the marketplace.

Course Objectives

On completion of the course, the student will be able to:

• Apply proven best practices for introducing new eMarketing technologies to their organizations.
• Use sophisticated Marketing Automation technology to develop, launch and manage customer acquisition and retention eMarketing campaigns.
• Understand and apply the four elements of an Effective Internet Marketing Strategy.
• Manage the use of Email Marketing Services by attaining hands on, practical skills in their use.
• Learn best practices in eMarketing by seeing successful campaigns conducted by other companies.
• Write offer letters that incorporate the A – I – D – A formula that has been proven to generate responses.
• Conduct primary market research by using online survey tools.
• Design meaningful reports of campaign activity and results from Web Analytics tools.
• Develop eNewsletter campaigns which are an integral element of any customer nurturing or retention program.
• Develop programs that manage all aspects of marketing seminars and events whether they are to be conducted online or off line.
• Have a basic understanding of search engines and the algorithms that they employ to generate the results of keyword searches.

Class meeting times

This is course is delivered entirely online in a Web-based format, and can be accessed by going to its UVaCollab portal at: https://collab.itc.virginia.edu/portal . Classes will meet online weekly from 7:00 – 10:00pm EDT starting September 5th and ending December 12th in a virtual classroom provided by Blackboard Collaborate, a webinar platform which is also accessed via UVaCollab.  These live sessions are all recorded so that, if work causes a student’s absence, the recorded version can be viewed in Blackboard during the weeks following the class.

Class attendance is mandatory. This is an online class. If unforeseeable circumstances arise that result in a student’s inability to log on for a period of time, he or she is expected to discuss the situation in advance with the instructor, and to make up any assignments.  Failure to do so will result in a decrease of at least one letter grade

Class meeting location

This is course is delivered entirely online in a Web-based format.   All course interaction will take place on UVaCollab and can be accessed by going to its UVaCollab portal at: (https://collab.itc.virginia.edu/portal). 

You can enter the Blackboard Collaborate classroom by clicking on the Bb Collaborate Bridge button in the UVaCollab left side navigation menu, then click on the Class Number's link and finally click on the Launch Session button.

When you first enter UVaCollab, click on the Syllabus button to familiarize yourself with what is in store for you as we progress in building your expertise in database marketing.

Then click on the Schedule button, select View Calendar by Month, and see what is planned for the class session. The first class will mainly be an introduction to the course and an explanation of how we will be working together each week.  The material to be covered and any assignments for the next class will be available on UVaCollab one week prior to each class.  Assignments can be found with the left side Assignments button.

To access a recorded version, merely select View Recordings from the upper link in the Bb Collaborate Bridge, and click on the class you missed.

Equipment

Students will need to purchase a headset with a microphone.  You can purchase these at stores such as Best Buy for approximately $30.

Students will need to have a computer and internet connection. Either a Mac or PC will work. Windows 2007 or higher is recommended. Students need to be familiar with Microsoft Word and Powerpoint.

After you are in Blackboard Collaborate, check your audio connection by clicking the Tools toolbar, then select Audio, and then the Audio Setup Wizard.  In later classes, you will be making presentations in Blackboard Collaborate, so it is important that you obtain a mic for your computer and test it, as well, with the Audio Setup Wizard.

Technical Support

Email Technical Support (idtsupport@virginia.edu) or 434-982-5258.

Office hours

Daily. The instructor will make every effort to respond to all email and phone messages within 24 hours of receipt.

Phone Number

757-552-1890 ext. 310

Email Address

Page Duffy, Adjunct Professor

Jpd3r@virginia.edu

Books

Required Readings

eMarketing – Internet Marketing Today   A Handbook for eMarketers,(Second Edition), by Page Duffy, JPD Associates, 2010, ISBN: 978-0-9763298-1-7.

The text can be ordered online or through the UVA SCPS Bookstore via phone at (800) 759-4667. Ask for our contact, Fred Twombley.

Articles

We will also use a selection of Internet-published articles that will be assigned for reading with links and URLs available in the UVaCollab Schedule for that class.

Please follow the UVaCollab Schedule for the Assigned Reading and Assignments for each session.

Student Responsibilities

Students should expect to spend the same number hours for an online course that they would for a face-to-face classroom in terms of course preparation, online postings, and completion of assignments.  Class interactions will require about 4 hours per week. Courses readings and homework will require additional time.

Online participation is mandatory.  In our small class of working professionals, ideas offered by your fellow students are a rich learning resource for all of us.  The Discussion Forums in UVaCollab will allow us to take advantage of this added learning opportunity.  The instructor will initiate some online discussions, or threads and the students will initiate others.  Expect to engage in these discussions each week.  These forums and online discussions make up a large part of course contact hours and interactions, as well as your 10% Participation grade.

Your postings to the threaded discussions should be:

• Substantive – adequately qualifying your position and reflecting your knowledge of the readings
• Professional – respectful and appropriate
• Pertinent
• Clearly expressed

The instructor uses a chart for grading threaded discussions with a 5-point scale (excellent; good; fair; poor; unacceptable with an accompanying number) and he rates such categories as Ideas; Organization and Coherence; etc.) *See Attachment B at the end of the syllabus.

Students are expected to read all assigned readings. The instructor will provide additional materials to be downloaded throughout the semester. There will be short written or research assignments required as part of the preparation for most classes.  Students should be prepared to devote several hours per week to conduct research in support of these assignments.  Students are expected to complete all homework assignment in a timely manner. If deadlines cannot be met because of scheduling conflicts, please discuss the circumstances in advance with the instructor.  Failure to meet deadlines will result in a reduced grade.

Students are expected to log on to UVaCollab one week prior to each scheduled class to receive their assignments and any other

instructions regarding participation in online discussion forums the following week.    Assignments will be posted in UVaCollab in the Assignments Section one week prior to their being due and then submitted in UVaCollab according to instructions provided therein.

You should come to every class prepared to discuss the reading material that has been assigned and its relevance to your current organization (or you as a consumer).

Instructor Responsibilities

From time to time, the instructor will post Announcements informing students of important dates, assignments and course requirements.  Check Announcements for directions each week and during the week.  The announcements are viewable when you first enter the class in UVaCollab.

Page Duffy, Adjunct Professor

Jpd3r@virginia.edu

757-552-1890 ext. 310

Web: www.jpdassoc.com

The instructor will make every effort to respond to all email and phone messages within 24 hours of receipt.

Honor Code

See Attachment A at the end of this syllabus.

Special Needs

University of Virginia Purpose Statement

It is the policy of the University of Virginia to accommodate students with disabilities in accordance with federal and state laws.  Any SCPS student with a disability who needs accommodation (e.g., in arrangements for seating, extended time for examinations, or note-taking, etc.), should contact the Learning Needs and Evaluation Center (LNEC) and provide them with appropriate medical or psychological documentation of his/her condition.   Once accommodations are approved, it is the student’s responsibility to follow up with the instructor about logistics and implementation of accommodations.

If students have difficulty accessing any part of the course materials or activities for this class, they should contact the instructor immediately.  Accommodations for test-taking should be arranged at least 14 business days in advance of the date of the test(s).  A student’s academic dean is also available to assist with accommodations, particularly for temporary or emergency situation. Please email SCPSaccomodation@virginia.edu  . 

 Students with disabilities are encouraged to contact the LNEC: 434-243-5180/Voice, 434-465-6579/Video Phone, 434-243-5188/Fax.  Web: http://www.virginia.edu/studenthealth/lnec.html

The central purpose of the University of Virginia is to enrich the mind by stimulating and sustaining a spirit of free inquiry directed to understanding the nature of the universe and the role of mankind in it. Activities designed to quicken, discipline, and enlarge the intellectual and creative capacities, as well as the aesthetic and ethical awareness, of the members of the University and to record, preserve, and disseminate the results of intellectual discovery and creative endeavor serve this purpose. In fulfilling it, the University places the highest priority on achieving eminence as a center of higher learning.

Content and Discourse Statement

Students are expected to discuss issues respectfully and to honor differing points of view. The University and its School of Continuing and Professional Studies do not discriminate in any of their programs, procedures, or practices against any person on the basis of age, citizenship, color, handicap, national origin, political affiliation, race, religion, sex, sexual orientation, or status as a disabled veteran or veteran of the Vietnam era. The University operates equal opportunity and affirmative action programs for faculty, staff, and students. The University of Virginia is an Equal Opportunity/Affirmative Action Employer. Any applicant for admission or employment, or any student who feels discriminated against should contact the University’s Office of Equal Opportunity Programs (EOP) at Poe Alley, West Lawn, Charlottesville, Virginia 22903.

Grade Breakdown by percent

Students’ grades will be determined by class participation, course assignments and projects assigned. The final grade is a weighted average of the evaluations of course components as follows:

Percentage of Grade for each assignment (Schedule and Assignments attached):

• 6 Homework Assignments: 50%
• Mid-term Exam: 10%
• eMarketing Workshop: 10%
• # Minute Drills: 10%
• Final Project:  20% (explained in detail on page 8)

Policy For Assignments

Unless otherwise required, submit assignments in Word document format.

Grading Rubric

A                95-100

A-               90-94

B+              86-89

B                82-85

B-               79-81

C+             75-78

C                71-74

C-              68-70

F                67 and below

Classes

&

Dates

Topics to be Covered

Readings and Assignments

1

Sept 5

Introduction to the Course

Explanation of the course: objectives, expectations, policies, class schedule, etc.

Course Highlights

Marketing Automation Demo – Planet Rx

Read:

• Handbook – Introduction
• B2B Marketers Must Tackle Expanding Roles

2

Sept 12

Roadmap for Effective eMarketing

Best Practices for introducing eMarketing to a multi-function organization.

PowerPoint Lecture – eMarketing 101

Marketing Automation Demo – GE Plastics

Read:

Handbook – CH 1 & 11

Open Assignment #1

3

Sept 19

Web-based Marketing – A Model for Developing an Effective Internet Marketing Strategy

Understand and apply the four elements of an Effective Internet Marketing Strategy

PowerPoint Lecture – Effective Internet Marketing Strategy

Lead Generation  Demo – MD Solutions

Read:

Handbook – CH 2

Open Assignment #2

Due Today: Assignment #1

4

Sept 26

eMail Marketing – All Direct Marketing is Not the Same

Write offer letters that incorporate the A – I – D – A formula that has been proven to generates responses.

Review Assignment #1

Customer Retention Demo – ProfitSearch Inc.

Read:

Handbook – CHs 3, 12 &13

Aberdeen Article – Email Marketing Customers Take It Personally

Open Assignment #3

5

Oct 3

Developing eMarketing Campaigns and Programs

Understand and apply the Roadmap for Effective eMarketing Campaigns

PowerPoint Lecture – eMarketing Workshop I

Read:

Handbook – CH 6

Open Assignment #4

Due Today: Assignment #2

6

Oct 10

eMarketing Design Guidelines

Best Practices for html and text email; offer letters; Response Forms and Landing Pages; Viral Marketing; and re-offer and re-launch strategies

Review Assignment #2

PowerPoint Lecture – eMarketing Workshop II

SEO Demo – NEU Online

Read:

Handbook – CH  4

7

Oct 17

eMarketing Metrics & ROI

Design meaningful reports of campaign activity and results from Web Analytics tools.

Review Readings &  Assignment #3

Read:

Handbook – CHs 7,8 & 14

Marketing Sherpa Guide To Web Analytics

SE Watch – 4 Critical Metrics You Won’t Get From Google Analytics

Open Assignment #5

Open First Three Minute Drill

Due Today: Assignment #3

8

Oct 24

Mid-term Exam

Tests understanding of:

• Best Practices for Landing Page construction;
• Proper formatting for database entries;
• Actionable metrics for email marketing campaigns.

Open Mid-term in UVaCollab

Take Home Mid-term Exam submitted by Class 9

Due Today: First Three Minute Drill

9

Oct 31

eNewsletters

Develop eNewsletter campaigns which are an integral element of any customer nurturing or retention program.

Review Mid-term Exams

eNewsletter Demo – Standard & Poors Structured Finance

Read:

Handbook – CH 9

Open Assignment #6

Due Today: Assignment #4 & Mid-Term Exam

10

Nov 7

eMarketing Event Management

Develop programs that manage all aspects of marketing seminars and events whether they are to be conducted online or off line.

Review Assignment #4

Read:

Handbook – CH 10

Open Final Projects Assignment

Due Today: Assignment #5

11

Nov 14

Using eMarketing Tools

Use sophisticated Marketing Automation technology to develop, launch and manage acquisition and retention eMarketing campaigns

Review Assignment #5

Read:

Handbook – CH 5 & App I

Lyris Email Marketing Automation Guide

Open Second Three Minute Drill

Due Today: Assignment #6

12

Nov 21

eMarketing Workshop – eMarketing at the Lucky Aces Casino

Demonstrates understanding of effective eMarketing by analyzing an illustrative company’s current situation and creating a new approach.

Workshop material provided via UVaCollab

Students will be placed in Breakout Rooms in Project Teams to work on this assignment

Conclusions to be submitted by Class13

Assign Final Projects and Project Teams

Review Assignment #6

Due Today: Second Three Minute Drill

Nov 28

Thanksgiving Break – No Class

Enjoy your Holiday

13

Dec 5

Preparation of Group Projects

Review eMarketing Workshop

Students will be placed in Blackboard Collaborate Breakout Rooms to work on projects and familiarize themselves with their Moderator roles.

Instructor will be available in class via Blackboard Collaborate to provide any needed clarification and answer questions.

14

Dec 12

Presentation of Group Projects

Presentations will be made via Blackboard Collaborate

Submit and present Project Presentations

Possible Points

5 (Excellent)

4 (Good)

3 (Fair)

2 (Poor)

1  (Unacceptable)

Ideas: Central idea is clearly conveyed.   Demonstrates thorough understanding of sources and critically analyzes each source.  Clearly defines terms.

Organization & Coherence:  Paper is well organized.  Uses headings and subheadings throughout the paper.  Transitional sentences are used to link one paragraph to the next and shows a logical progression and development of ideas. 

Support:  Uses appropriate evidence to support ideas and convince the reader. 

Style:  Chooses words to express specific meaning.  Uses well structured sentences which are varied yet  flow well together and are not long and rambling.

Mechanics: Paper is free of spelling, punctuation and grammatical errors.

Subtotal

Total