Course Syllabus

Introduction to Online Marketing – BUS135
Fall 2012  Syllabus

Contact Information:

Professor:  Renee Phoenix                      
Office Hours: by appointment
Preferred Contact Method: E-mail:
Phone: (253) 864-3232

Textbook image

Textbook: We are using a FREE open source textbook for this course:

Stokes, Rob. eMarketing. The essential guide to digital marketing. 4th ed. Published by Quirk, Inc. 2011

Your free pdf download is available at the following website address:




Course Schedule: Link to Course Schedule for Fall 2012

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Technical Requirements:

You will need a computer with speakers and Internet access. High speed Internet access yields the best results in this class. A microphone will be required for this course for sound recording and web conferencing. A web-cam is also strongly recommended.
For best results: it’s recommended that you run Windows Vista, Windows XP, Windows 2000, Windows 2010 or Mac OSX. Older operating systems do not work well in this course.
Please have a backup plan for computer crashes, Internet downtime or software problems. Keep copies of all your work on a flash drive or CD in case of computer disk failure.
Virus protection for your computer is highly recommended.

You will submit your written assignments in .doc format unless otherwise requested. The following applications can save documents in .doc format:

PC Users:

  • Microsoft Word 2007 or 2010 (MS Office Suite)

Mac Users:

  • iWork Pages application will save to .doc format.
  • MS Office for Mac

Open Source: works with any operating system

Course Description: 

This course examines how businesses and organizations use the Internet and Web media – including social networking and media sharing, web sites and blogging, audio and video and other emerging technologies- to connect with customers and market products and services in the global economy.

Course Learning Goals:

After completing this course, students will be able to do the following:

  1. Explain the evolution of digital marketing and describe the differences between traditional and online marketing.
  2. Identify and discuss primary and secondary resources for marketing data and information found on the web.
  3. Demonstrate basic skills in using software, online technology and web-based resources commonly used found in business settings. 
  4. Identify, discuss and analyze a variety of online marketing and social media tools and strategies including websites, content marketing, media sharing, social media networking platforms, search engine marketing, customer acquisition, paid online advertising and web analytics.
  5. Analyze and discuss marketing messages and the use of multimedia channels and media sharing to distribute these messages.
  6. Create and use a tool to review and analyze a business client’s online and social media marketing strategy.
  7. Identify strengths and weaknesses in online marketing strategies and present alternative ideas for a business or organization.

Learning Expectations:

This is an online course, where all work happens over the internet using the Canvas course management system. There are no requirements to come to campus. However, that does not mean that you should not work as hard as you would in a face to face class. There will be regular and challenging work that will require your ongoing attention.

What I expect of you:

  1. That you are fully present when participating in the class.
  2. That you do the reading in a timely fashion.
  3. That you work cooperatively and respectfully with your peers and that you carry your share of the workload when required.
  4. That, if something happens to interfere with your ability to meet your course obligations, you tell me as soon as possible. If your group work will be impacted, you need to let them know too.
  5. That you do the assigned activities thoughtfully and in a timely manner.
  6. That you have fun learning about online marketing and social media.

What you can expect of me:

  1. That I give you course work that is organized and reasonable, so that you can appropriately schedule your study time.
  2. That I give you challenging work that allows you to explore the topic in a way that interests you.
  3. That I give you regular, graded activities so that you always know how you are doing in the class.
  4. That I give you advanced guidance on how things will be graded so you know my expectations for an assignment.
  5. That I grade the work in a timely manner and that I grade fairly.
  6. That I give you all the support and training you need to succeed in the Canvas classroom.
  7. That I have fun teaching the class so that it will be fun for you to learn.


During this class, we will have several activities designed to meet the objectives of the course.

Weekly Reading and Discussion – For Week 2 through Week 7 you will have reading assignments - from the text and other online resources - and a related question to answer. The question will be answered using the group discussion board and will be discussed with your peers. The goals of the reading and discussion are that you

  • Get to do an activity that brings what you are learning into the context of real life
  • Have the opportunity to interact with your classmates
  • Learn to appreciate the diverse perspectives of your classmates.

Weekly Quizzes – For Week 2 through Week 7 you will have a short, objective quiz. The quiz questions will be multiple choice or true/false and will be graded automatically by Canvas so you get instant feedback. The quiz goals are to

  • Ensure you have read and understood the material
  • Give you a quick measure of how you are doing
  • Provide alternative for people who are uncomfortable with writing to demonstrate knowledge

Weekly Task Assignments – Each week you will have short task assignments to complete. A description of the tasks and guidelines for submission and grading will be provided in the module lesson. The task goals are to

  • Give you an opportunity to apply your new knowledge to a problem or challenge in a creative way.
  • Provide an opportunity to practice using a new technology to share content and ideas on the web.

Weekly Blog posts – Each week you will post content to your blog. The blogging goal is to give you an opportunity to reflect on a concept that you learned during the week.


Class is organized on a 1000 point grade system with 40% for tasks, 18% for the discussion, 18% for quizzes, 15% for projects. The remaining 9% is for your orientation and blogging activities.

Task Scoring: Assignment tasks are 30 points each. You will be graded according to a rubric designed to reflect the outcomes of the assignment. The rubric will also be posted with each task. Check the syllabus schedule or calendar for specific dates tasks are due.

Discussion Scoring: The discussions are 30 points each week. Each activity/discussion is worth 30 points. You will be graded according to a rubric designed by the class during the first week of orientation activities. The rubric will also be posted with each discussion. The discussion postings are usually due on Saturdays by midnight.  Replies are due on Tuesdays by midnight. Reference your calendar for specific dates. Discussions are NOT subject to the late work pass. If you miss posting a discussion answer or peer response on time, you cannot make it up as late work.

Quiz Scoring: Quizzes will generally have 15 questions and are worth 2 points each for a total of 30 points each. You are welcome to use your book and other resources. The quizzes will be posted on Wednesdays and due by midnight on Saturdays. Reference your course schedule or calendar for specific dates.  The quizzes are objective and are graded automatically in Canvas.  Your score will be available to you immediately after completion.
You may take the quiz up to two times before the deadline. You will earn the highest score of your two attempts. Keep in mind the random nature of the quiz - the second quiz is likely to be completely different than the first one. Weekly quizzes will not be reset after the Saturday deadline, so please schedule enough time to take the quiz before the deadline. Quizzes are NOT subject to the late work pass. If you miss a quiz, you cannot make it up as late work.

Project Scoring: There are three projects due that you will be working on during weeks 8, 9 and 10. Projects are worth 50 points each. You will be graded according to a rubric designed to reflect the outcomes of the assignment. The rubric will also be posted with each project. Check the syllabus schedule or calendar for specific dates that projects are due. No late project work is accepted after the final day of instruction on 12/5/2012.

The chart below shows how final grade percentages are translated:







80 -89









Under 60




Other Important Information

Student Contact Information - You must keep your student contact information, especially your e-mail address, updated on Canvas and with the college. If you fail to keep your information updated and you miss out on important information as a result, you will have no one to blame but yourself. Missed information because of inaccurate records is not an excuse for late or incorrectly done work.

Late Policy- Life often gets in the way of study. To accommodate that, you have 2 Late Passes for Tasks only. Late passes cannot be used for Projects due during weeks 8, 9 and 10.

To use a Late Pass, you must

  • Notify me before the assignment is actually due. Anytime before the actual midnight deadline is fine.  The notification must be via email to with the words “BUS135 Late Pass” in the subject line. Do not say why you are asking for the late pass. It does not matter. Your request will be approved as long as you have late passes remaining.
  • Turn in the assignment within 4 calendar days of the due date with a note that it is being submitted late with a late pass.
  • After you have used your two late passes or if you have neglected to request one, late assignments will get a penalty of 1 letter grade per day.  

Extra Credit: This class moves along at a brisk pace and is challenging. If a student falls behind, I think it is more important that they focus on doing well on what is due right now rather than using precious study time trying to work on extra credit assignments. Because of that, with the exception of the items below and rare opportunities offered to the entire class, no extra credit is available.

  • Blog Bonus: You can earn up to 5 additional points a week by posting 1 extra time on your blog. Maximum extra credit available is 30 points.

Grade Reports: This class is designed so that each student who works diligently should achieve a grade of 85%/3.0 or better. To assist in that effort, your grades will be calculated and posted on Canvas at regular intervals. If you wish to discuss a grade or report an inaccuracy, please email me and raise the issue in a professional manner within 5 days of the grade being posted.

Professional Communications:

College is like work and in that way I (and all of your instructors) expect you to communicate professionally. That means that in all communications you must:

  • Identify yourself fully, including our class name (BUS135 or Intro to Online Marketing) and your first and last name
  • Use complete sentences, including proper spelling and grammar.

Communications that don't meet the two criteria above will be sent back for clarification. Also remember that I will reply to your email within 1 business day, so look for that reply and respond if needed.

Technical Support:

If you have technical problems with Canvas, you should contact the Pierce College Help Desk. 

Emergency Closure Information:

If the college closes for any extended time during the quarter, we will continue along our regular schedule, since this is an online class and is not dependent on the physical campus. Due dates may be adjusted if appropriate. This policy may also apply in the case of an extended Canvas outage.

Policy Regarding Academic Dishonesty:

Cheating, plagiarism, and other forms of academic dishonesty are unacceptable in my class and at Pierce College and are subject to disciplinary action by the college.  Any suspect documents will be returned and no credit given. For more information on what constitutes plagiarism and the steps you can take to avoid it, review the information in our online classroom.

Library Support:

The libraries at Pierce College provide access to materials and services that support academic programs. Online access is at: This site has access to the library’s extensive catalogue and databases, as well as links to library staff phone and online assistance.

Access & Disability Services /Accommodations:

Students with disabilities who believe they may need academic adjustments, auxiliary aids or services to fully participate in course activities or meet course requirements are encouraged to register with the Access and Disability Services (ADS) Office. Online information is available at

The ADS office at the Fort Steilacoom campus is located in the Welcome Center, Floor 3 of the Cascade Building.
Voice: (253) 964-6468
TTY: (253) 964-6228
Fax: (253) 964-6449

The ADS office at the Puyallup Campus is located in A116 in the Gaspard Administration Building.
Voice: (253) 840-8335
TTY: (253) 840-8474
Fax: (253) 864-3159