Semester: Fall
Office: O'Hare 205
Phone: 341-3192
Room: O'Hare 235
Instructor E-mail: keenanj@cox.net; keenanj@salve.edu; owa.salve.edu
Office Hours: Monday / Wednesday: 11:00 - 1:00 or by appointment  
                     Tuesday / Thursday: 2:15 - 3:00 or by appointment  
     

COURSE DESCRIPTION

As part of this course, the students will be exposed to all aspects of starting and operating a business using the Internet. The concept of starting a business online will be fully explored and the students will learn through example by evaluating current, successful online businesses. The course will detail: Developing an "Internet" business plan and exploring the key components needed to get started; The 5-step formula used for product development (product-based, service-based, information-based products); Market Identification; Website and Corporate Identity including image, logo, slogan, etc.; Automating the online business process; Accepting payment; Fulfillment; Running an Internet newsletter (the KEY to online business success). In addition, the students will be introduced to Internet Marketing and shown how to present their products to anxious buyers. Other Salve students who have been exposed to this material have gone on to start up profitable Internet businesses. The goal of this course will be to inform and inspire others to do the same!

TEXTBOOK

Macromedia Dreamweaver 8: Complete Concepts and Techniques
Shelly Cashman Wells Freund   ISBN: 978-1-4188-5992-3

Zero To Six Figures
Jennifer Keenan Bonoff

RECOMMENDED READING

Life's Greatest Lessons Hal Urban
Rich Dad Poor Dad Robert T. Kiyosaki

OBJECTIVES

The goal of this course is to present the students with the knowledge and ability to begin and manage an Internet business. The students will be exposed to every aspect of creating and marketing a product online.

MISSION RELATED OBJECTIVES

• Acceptance of personal responsibility-accountability
• Respect for human Values; respect for human dignity, sensitivity
• Self-awareness-positive values and ethical standards
• Personal commitment to excellence

PROFESSIONAL OBJECTIVES

• Ability to identify key trends of successful business online
• Ability to utilize technology to automate the Internet business process
  
• Ability to understand the benefit to self-employment (even if only supplementary to chosen career)
• Ability to make effective presentations utilizing the Internet and other visual aids

GRADING AND EVALUATION CRITERIA

Examination Presentations

Three presentation examinations will be held. The Final Examination period will consist of presentations being made by the students: Students will be required to present their online business & Marketing strategies and show how that business meets all qualifications. No make-up presentation exams will be allowed without prior arrangements being made. Make-up presentation exams must be taken when scheduled.

Incomplete Assignments

Students will not be given an incomplete grade in the course without sound reason and documented evidence as described in the Student Handbook. In any case, for a student to receive an incomplete, he or she must be passing and must have completed a significant portion of the course. To appeal a grade, send an e-mail to your instructor's e-mail address within two weeks of receiving the grade. Overdue appeals will not be considered.

Grade

COURSE POLICIES

Teaching Methodology

This course introduces principles, theories, technologies and applications in the world of Internet Business. Regardless of career choice, the benefits of self-employment (even if only supplementary to chosen career) are enormous. Students will benefit in all aspects of life: personal development, management skills, business knowledge, technical development.

Class Attendance

Class attendance is mandatory and will be taken at the beginning of every class. Any absence will affect a student's grade. Athletes must give written notice of game conflict from the head of the Athletic Department. Any student missing a class or lab is responsible for obtaining any and all information pertaining to each missed class/lab session.

Lecture and Presentation Examination Schedule

You are expected to read each assigned project prior to the lecture. Lectures will be short, to the point, and address the highlights of the Project for that week. Most of the class time will be spent evaluating and implementing the strategies necessary to manage a successful online business.

Plagiarism Policy

Students are expected to uphold the school's standard of conduct relating to academic honesty. Students assume full responsibility for the content and integrity of the academic work they submit. The guiding principle of academic integrity shall be that a student's submitted work, examinations, reports, and projects must be that of the student's own work. Students shall be guilty of violating the honor code if they:

1. Represent the work of others as their own
2. Use or obtain unauthorized assistance in any academic work
3. Give unauthorized assistance to other students
4. Modify, without instructor approval, an examination, paper, record, or report for the purpose of obtaining additional credit
5. Misrepresent the content of submitted work

The penalty for violating the honor code is severe. Any student violating the honor code is subject to receive a failing grade for the course and will be reported to the Office of Student Affairs. If a student is unclear about whether a particular situation may constitute an honor code violation, the student should meet with the instructor to discuss the situation.
For this class, it is permissible to assist classmates in general discussions of computing techniques. General advice and interaction are encouraged. Each person, however, must develop his or her own solutions to the assigned projects, assignments, and tasks. In other words, students may not "work together" on graded assignments. Such collaboration constitutes cheating. A student may not use or copy (by any means) another's work (or portions of it) and represent it as his/her own. If you need help on an assignment, contact your instructor.
Plagiarism methodologies now include all electronic methods of communication such as the use of cell-phones, paging devices, palm pilots, wireless devices, e-mail and instant messaging systems. Use of non-electronic communications such as American Sign Language (ASL) for the purpose of transmitting evaluation information is likewise prohibited.

Electronic Distraction and Bandwidth Considerations

Use of electronic devices or public or campus-supplied bandwidth (cable-oriented or wireless) for nonacademic or personal use is strictly prohibited during class-time, lab-time, student presentations, faculty presentations, or guest lecturer presentations or whenever such activities interfere with the delivery, collection, distribution, or normal flow of academic curriculum an content. Instant Messaging systems, cell-phones, audible paging devices, and any other real-time systems must be turned off during class, lab, and presentation periods.

Disability Accommodation Statement

Salve Regina University is committed to providing equal and integrated access for students with disabilities to all of its educational programs as required by the Americans with Disabilities Act of 1990 and Section 504 of the Rehabilitation Act of 1973. Students with disabilities should meet in person with the director of the Academic Development Center to determine appropriate accommodations, and then submit a signed and current Notification of Accommodations form to the professor within the first two weeks of class. This form is available from the Office of Disability Services in the Academic Development Center in McKillop Library, room 308. Students are advised to speak directly with the professor concerning requests for reasonable accommodations.

COURSE OUTLINE

Week 1: Introduction
Students introduced to many of the general concepts associated with e-commerce. Students define e-commerce, examine how it relates to the development of the Internet, and learn about the self-serve economy with relation to how people shop online. In addition, students explore the characteristics of business-to-consumer and business-to-business e-commerce and the various ways in which a company can do business online-from hosting simple brochureware sites to conducting full-scale e-business operations. Finally, students investigate some of the many challenges and opportunities associated with e-commerce.

Week 2: Internet Business Plan
In the unit on Planning and Development, students learn about general issues that must be addressed before an e-commerce Web site can be constructed. Students learn how to determine the goals of a Web site and then explore international issues. Although the World Wide Web may be global in principal, how global can it really be in practice? Many of the laws related to importing and exporting goods have not changed to accommodate the new Internet economy. Students also learn about planning stages, methods for allocating resources for a Web venture, and the characteristics of site maps. Students then learn about content, which is a current "buzz topic" for online businesses, examine issues related to Web site design, and define the tools used to create a Web site. Finally, students define the programming tools used to make a Web site interactive and examine the tools used to process data gathered by a Web site. The goal of this unit is to introduce students to some of the terminology and concepts associated with Web site design and development and to encourage students to think about the need for careful planning and goal-setting in the development of a Web-based business strategy.

Week 3: Product Development & Branding / Niche Marketing
Students will be introduced to the 5-step formula used for product development. The three categories of online products will be evaluated: product-based, service-based, information-based. Discussion will include the branding of product and creation of product/company identity.

Week 4: Product Development & Branding - Part II
Students will present ideas for products, pros and cons will be discussed. Students will work on finalizing their product.

Week 5: Presentations of Products
Each group will present their product and branding.

Week 6: Automation
"Help! My cash register won't stop ringing…" The key to Internet business success is automation including accepting payment, database system, autoresponders, fulfillment, website hosting.

Week 7: Website Strategies
Major components of a successful website will be evaluated.

Week 8: Website Development
Effective Sales Copy techniques will be discussed. Students will put together a website for the product including branding, pricing, sales copy.

Week 9: Email capture
Perhaps the most vital key to online business success is the Free Newsletter or Free Report.

Week 10: Marketing
It is one thing to get your business started and deal with the "nitty gritty." It's quite another to have people that you don't know come to your website, read about what you are offering, take out their credit cards, and make a purchase. You can have the best (and most efficient) product, but without proper marketing, you chance of success is diminished.

Week 11: Marketing Cont'd
The concept of marketing will be taken to another level. Visibility and Marketing are the keys to success with any Internet business. There are specific techniques for Internet advertising and marketing that will be presented. Students will present their initial marketing strategies and the pros and cons will be evaluated.

Week 12: Final Presentation
Each team will present their product, website, means of accepting payment, proper use of automation, and will go over their unique marketing plans.