Standard Syllabus for MKT 525

Department of Management, Marketing, and International Business

MKT 525 – SEMINAR IN E-COMMERCE: STRATEGIC MARKETING PERSPECTIVES

College of Business, Stephen F. Austin State University

Note: This "standard" course syllabus is only a guide. Actual requirements for a particular course and section of this course are described in the course section syllabus, which should be obtained from the course instructor at the beginning of the respective semester. Requirements listed herein are subject to change without notice.

Catalog Description:  A strategic overview of electronic commerce with an emphasis on major strategic marketing opportunities, issues, and problems.  Covers the use of Intranet, extranet, and Internet technologies to interact, collaborate, and transact business with the company’s customers, employees, suppliers, and partners.  Both organizational and external factors are analyzed in formulating competitive online marketing strategies.

Prerequisites: MKT 508; MGT 512; CSC 503 (or equivalent courses)

Course Objective: Upon completion, the student should be able to:

  • understand e-commerce terminology and the factors that influence e-commerce marketing decisions;
  • comprehend how e-commerce and marketing work together in the areas of branding, consumer and organizational behavior, supplier relationships, communications, research and ethics; and
  • demonstrate an ability to apply knowledge and skills in a business case study..

Current Textbook: Roberts. Internet Marketing: Integrating Online and Offline Strategies. Current edition. Atomic Dog Publishing.

Anderson. The Long Tail. 1st edition. Hyperion Publishing. Plus assigned readings, website analysis and podcasts by topic.

Evaluation: Students will be given at least one exam comprised of essay questions.  In addition, case analysis will be used to develop decision making and strategic planning skills.  A project related to strategic planning in the e-commerce sector or a case analysis of a specific e-commerce company or sector along with additional class readings about current marketing and e-commerce issues are strongly recommended.

Course Coordinator:  Dr. Charlotte A. Allen

Course Content:

Required Topics

  • Past, Present and Future of the Internet
  • The Internet Infrastructure
  • Diffusion and Impact of Technology
  • Building an E-Commerce Website or Portal
  • Retail and E-Commerce
  • B2B, Supply Chain, and E-Commerce
  • Online Business Models
  • Legal and Ethical Issues
  • Privacy Online
  • Marketing Communications Online
  • Evolution of Search Engines
  • International Trends and Legal Topics
  • Blogging and Online Communities
  • Auctions

Optional Topics

  • Digital Media
  • Security and Encryption
  • Online Gaming 

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Last updated: 05/27/08