Please note that the detailed information about this course is valid only for the term indicated. Instructors, textbooks, and all other topics may change from term to term.
Direct & e-Marketing
BA662
Fall 2, 2005
Masters of Business Administration
Stetson School of Business and Economics
Click to go to the: weekly class schedule
Professor: Dr. James E. Coleman
Class Related email: dr.jec@comcast.net (During the term, please use this email for class related questions.)
Office: Room 209 in the Business & Education Building on the Atlanta campus
Office Hours: 4:00-6:00 pm Monday & Thursday (other times by appointment).
You can always reach me by email. dr.jec@comcast.net
Anytime I'm online, you can contact me using my AOL IM name: drjecmercer
Telephone: 678-547-6303 (Note: email usually provides a quicker response.)
I. Protocol for Electronic Submission of Course Work:
Students bear sole responsibility for ensuring that papers or assignments submitted electronically to a professor are received in a timely manner and in the electronic format(s) specified by the professor. Students are therefore obliged to have their e-mail client issue a receipt verifying that the document has been received. Students are also strongly advised to retain a copy of the dated submission on a separate disk. Faculty members are encouraged, but not required, to acknowledge receipt of the assignment.
Note: I will send an email to acknowledge receipt of assignment files submitted electronically, but not routine emails. All electronic submissions for this course should be submitted to dr.jec@comcast.net, unless otherwise instructed. I generally respond to all emails within 1 day. If you send them to my general Mercer email account, I may not see them for several days, and they may be counted as late.
II. Protocol for use of Cell Phones and Pagers:
Out of courtesy for all those participating in the learning experience, all cell phones and pagers must be turned off before entering any classroom, lab, or formal academic or performance event.
Note for this class: If an urgent need exists, it will be acceptable to leave these devices on if you have them set to a silent mode. If you decide to answer, please do so outside of the classroom.
III. Protocol for Wait List:
The names recorded on the wait lists are in order of demand. Wait listed students will be placed into courses as seats become available. Generally speaking, the first student on the wait list will be awarded the first available seat, although circumstances may arise which warrant exceptions to this general principle. Wait lists for the Capstone Courses are the most noteworthy exception to this policy.
IV. Mercer University Honor Code:
Any student who engages in any form of academic misconduct will be subject to the maximum allowed disciplinary action including suspension and expulsion. If you are unsure what constitutes academic misconduct, please consult the Mercer University Bulletin under the heading of "Academic Honesty". For your information, please read the following definition of plagiarism.Plagiarism The use of ideas, facts, phrases, or additional information such as charts or maps, from any sources, without giving proper credit to the original author. Using direct quotations, paraphrases, or reproductions of any material which is not of the student’s own authorship without giving proper credit is also considered plagiarism. Failure to reference any such material used is both ethically and legally improper.
V. Students with Disabilities:
Students with a documented disability should inform the instructor at the close of the first class meeting. The instructor will refer you to the Assistant Dean of Campus Life, (678-547-6823) for consultation regarding evaluation, documentation of your disability, and recommendations for accommodation, if needed. To take full advantage of disability services, it is recommended that students make contact immediately. The office is located in the Davis Building, Room 223.
COURSE INFORMATION:
Description: Focuses on the strategy and decision making aspects of direct marketing and electronic marketing. Emphasis is placed on various choices available for creation and execution of a modern, efficient direct promotional campaign. Relevant to both business-to-consumer and business-to-business settings.
Textbooks needed: Successful Direct Marketing Methods, by Bob Stone, 2001, seventh edition, NTC Business Books.
Purpose: The purpose of this course is to provide interested students with a deeper
exposure to planning both traditional and electronic direct marketing campaigns and
creating related advertisements for the various media.
Objectives: Upon completion of the course the student should:
 | understand the basic practices and the creative side of direct and electronic marketing, |
| be knowledgeable of the various media options available for direct and electronic marketing campaigns, |
| understand the major factors involved in selecting the appropriate media for direct and electronic marketing campaigns, |
| be familiar with measurement and evaluation methods in direct and electronic marketing, |
Class Assignments and Evaluation:
Communications Skills: Well developed communication skills, both written and oral, are of vital importance to a successful career. Your ability to express yourself has a significant impact on others’ perceptions of your performance. Therefore, communications skills will represent a part of your grade in this course. Emphasis will be placed on the ability to make a concise, coherent presentation of thought rather than on grammatical precision. All tests will be graded both for content and for communication skills. Oral presentations will also be graded in terms of communications skills.
Class Attendance: Students are expected to attend all class sessions. Assignments are designed to maximize class participation and discussion; therefore, excessive absences for which you have not obtained advance permission from the instructor will affect your grade. Even if advance notice has been given, you are responsible for any assignments due on or given on the day of absence. Unless assignments are turned in on time or in advance, they will be counted as late. Important Note: Not all assigned text material will be covered during lectures. Therefore, it is your responsibility to ask questions about any material you do not understand after reading and class discussion.
Assignments: All group and individual assignments are due at the start of the class period for which assigned. If homework or in-class assignments are turned in late, a letter grade will be deducted from the grade earned. If absent from class, it is your responsibility to determine if an assignment has been made and turn it in on time. If you are absent when an in-class assignment is done, it will be accepted as on time only at the start of the next class period. This means that you must either contact me in advance of the absence or before the next class in order to turn in the assignment on time.
Group Assignments: This is a critically important part of this course. IF YOU DO NOT PARTICIPATE FULLY AND COMPLETELY WITH YOUR GROUP, YOUR GRADE WILL BE SIGNIFICANTLY IMPACTED. If your group members indicate a lack of effort on your part, your grade will be affected.
Reading Checks: During the first part of this course, the emphasis is weighted toward reading and discussing the concepts of direct & e-marketing. In order to encourage you to read the material in advance (which will hopefully help with the class discussion), you must take a short online quiz prior to the start of class. If this is not submitted by midnight the day before class, the grade is zero. Make up quizzes are not available.
Tests: The final exam must be taken during the scheduled class period unless an alternate date has been arranged well in advance. Failure to do so may result in a grade of zero.
Grading : The following weights will be placed on the course segments:
| Individual Assignments | 15% |
| Reading Checks | 15% |
| Group Project | 30% |
| Final Exam | 40% |
| 100% |
COURSE SCHEDULE:
Click on the topic name to download PowerPoint presentation. You will need the name and password provided in class. Currently enrolled students may email me to get this info before the start of the term.
| Nov. 14:
Class Cancelled. All topics scheduled for this class will be covered Nov.
21.
|
Assigned Chapters |
|
Reading Checks (RC) |
|
| Oct. 24 | 1 & 2 |
Introduction to Direct &
Electronic Marketing
Additional Reading: Please send an email from whatever email account you would like me to use to contact you. Send this email to dr.jec@comcast.net. You will not receive your reading check results if you do not send me this email. (I will not disclose or use your email address for any marketing purpose whatsoever. It will be deleted from my records at the end of the term.) |
Discussion
of Group
Project Requirements Formation of Project Groups Project Web Sites Page Free Website Templates Web Design.org contains lots of suggestions and 'how to's'
|
| Oct. 31 | 3 4 |
Database
Privacy
Related Articles:
|
RC1: Chapters 1-4 Note: RC's MUST be completed online by midnight the day before class. All other assignments are due at the start of class.
|
|
Nov. 7
|
5
- 10 |
DM Offers, Print, Broadcast & Telemarketing Media Talk to a Real Live Human database Related Articles:
Wireless DR Regulations
|
RC2: Chapters 5-10
Note: RC's MUST be completed online by midnight the day before class. All other assignments are due at the start of class. IA-1: Online List Analysis
|
|
Nov. 14
|
11 - 14
|
Class Cancelled. All topics scheduled for this class will be covered next week. Traditional versus Electronic Direct Mail
Media Selection Methods
Free Email Software &
Services:
DoubleClick
Email Trends Report Additional reading:
Web
Marketing: |
RC3: Chapters 11-14 Note: RC's MUST be completed online by midnight the day before class. All other assignments are due at the start of class. |
| Nov. 21 | 20
|
Direct & Electronic Marketing Analysis Bring calculators for this topic.
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IA-2 now due Nov. 28 IA-2: To complete the media selection exercise from last week's 'Media Selection' PowerPoint, calculate the relevant cost statistics for the three options and tell me which you think would be best overall and why. |
| Nov. 28 | 20
|
We will finish the analysis
section from last class. Make sure you have become familiar with Chapter
20 as well as the ACM information sheet provided in class. Bring calculators
|
Click below to download the Excel file I used in class.
IA-3(in class): Using the ACM data, determine which of the channels of direct contact you believe are worth continuing, and recommend an appropriate overall direct marketing strategy for the company.
ACM Data Sheet
(large file)
|
| Dec. 5 |
Group Project Presentations Review for final exam |
Direct Marketing Promotion Plan Due | |
| Dec. 12 | Final Exam |
Open Book and Open Notes, BUT Individual Effort. You should bring a calculator. |
This schedule may need to be modified as the class progresses. Any changes will be announced in class. Students are responsible for any changes announced on days of absence.
Reading Check Instructions: (See IMPORTANT NOTE below) Your online reading check for this week will be available until the deadline indicated in the class schedule. You will not be able to take it after we review it in class for any reason. Failure to take the quiz results in a grade of zero. Read all of the directions below before you click on the link to the test center: (1) Use a Web browser to access http://www.evtestcenter.com. (Just click on the link and your browser will go to the test center.)
(2) Enter "JECOLEMAN" for the Instructor ID and click the OK button.
(3) Select the test named "BA662 RCx" from the list of available items. (x=number of the reading check)
(4) Enter your name exactly as follows: Lastname Firstname. DO NOT USE A COMMA OR ANY PUNCTUATION AT ALL. For example, if your name is John Smith you would enter: Smith John. Failure to follow this direction exactly will cost 10 points.
(5) Enter "JECBA662" for the password. Click the Next button to begin the test. You can print a copy of the test to bring to class for the review by clicking on the "PRINT" button on your browser.(6) When you submit the test, you will see a page indicating the test has been submitted and I will receive an email of your score. You must save or print this page to document that you have completed the online reading check, in case I do not receive the grade. This is a very rare problem, but it can happen. Remember: No page copy....no grade....no exceptions.
IMPORTANT NOTE: You can read and print the entire test before taking it. You can take the test with your textbook open. Just don't hit the 'submit' button until you are ready to have it graded. Also, do not take the test more than once. If you do, I will use the LOWEST test score as your grade.
Please email me if you have any problems dr.jec@comcast.net .