Syllabus: LBS Internet Marketing 2008-9

Internet Marketing

Contact information


Dan Goldstein Office S232, Extension 8611


Laura Hall Office S230

Course Objectives and Overview

"I hear and I forget. I see and I remember. I do and I understand."

Xunzi, 340-245 BC.

This is a learn-by-doing class. Students will participate in the Google Online Marketing Challenge, spending real dollars to run a keyword advertising campaign that will benefit a real business. Students will market their own ideas and web sites as they create individual blogs from the ground up, and interact with the blogs of others. Students will make use of online technologies such as comment feed services and feed aggregators to modify their Web properties as they see fit. Students will discuss and debate with visiting speakers from industry.

At the end of this course, a student should feel comfortable taking a job in internet marketing or working with internet marketing professionals. They should know all the key terminology and theories of the field and have a good idea of how things work below the surface.

Course Materials

You will be pleased to know that only paper reading material you will receive is the book "Internet Marketing and e-Commerce" by Ward Hanson and Kirthi Kalyanam, which can be obtained from the course administrator.

Since this is an Internet course, one objective will be to use as little paper as possible and exchange most everything online. This should also make it easier to store and find things once you have finished this course.

Cloud computing

Because this course is about real-world Internet business, instead of putting materials on Portal, the course will make extensive use of Web software to host materials and discussions.

Class wiki

The wiki will generally take the place of the course rooms on Portal for this class. It is found at:

Individual blogs

Various under and

Each student will start a brand new blog (it must be brand new in the event you already have a blog) on or and post to it regularly (see "assessment" later). Dan will be blogging as the voice of the course at It is not a problem if students wish to remain anonymous, as long as they complete the necessary steps to let Dan know who they are online.

Individual comment feeds

Various under:

Each student will enhance their blog by using the IntenseDebate commenting system. This allows for threaded comments, the ability to comment by email, and the ability to moderate and export comments. Students will also use their intense debate accounts to comment on each others' blogs. This will allow each commenter to edit and delete comments on the web, and have a feed of all one's comments on all IntenseDebate-enhanced blogs.

Class friendfeed room

FriendFeed is an aggregator service that pulls together many blogs and displays their posts under one URL. We'll use it as a convenient way to read each others' blogs and engage in discussions online.

Since IntenseDebate gives each commenter their own comment feed, and any feed can be imported, the class FriendFeed room will be a place to get an overview of all comments across all student blogs.


  • Google challenge Pre-campaign Strategy

    • Indiv/Group: Group
    • Percentage: 25%
  • Google challenge Post-campaign Summary

    • Indiv/Group: Group
    • Percentage: 25%
  • Final Quiz

    • Indiv/Group: Individual
    • Percentage: 25%
  • Participation

    • Indiv/Group: Individual
    • Percentage: 25%

Key Dates

  • Google challenge: identify a company to work with

    • Due date: Jan 19th (recommended), Jan 23 (absolute latest)
  • Google challenge Pre-campaign Strategy

    • Due date: In class on Week 5 (Feb 9th)
  • Google challenge begins

    • Feb 17th
  • Google challenge ends

    • March 9th
  • Final Quiz

    • Date: During the last class (March 16th)
  • Google challenge Post-campaign Summary

    • Due date: 5PM Friday on Week 10 (March 20)

About the assessments

Since this is a "learn by doing" class, students will be doing a great number of things, independently and in groups. To do well in the assessments a student should:

  • Meet all the requirements of the Google challenge and submit the two reports
  • Participate eagerly in online and class discussions
  • Do well on the final, which is based on the lectures and textbook

Google challenge

Students will participate in the Google Online Marketing challenge in which they will receive $200 USD to spend on online advertising for the company of their choice. Read up on the challenge at, and in particular the student guide

Students have been placed into teams, which can be found on the class wiki at

Assessment will be based on the two reports using the same grading criteria laid out in the Student Guide.


Each student is expected to:

  • Be efficient in getting details of their personal blog, etc., communicated to Dan via a special Web form. This should be done at the end of the in-class exercise during the first class. See details at Week 1 Information
  • Post to their own blog on topics relevant to this class (internet marketing, web technology, online trends, theories of human behavior, etc) at least once per week
  • Comment on their classmate's blog postings (directly on their blogs or on the FriendFeed room) at least 5 times per week
  • Engage in discussion with other students both in the classroom and by comment conversations online
  • Ask challenging questions of the guest speakers, while at the same time making them feel at home

Final quiz

Their will be a multiple-choice final quiz at the end of the course. Quiz questions may be based on anything in the text book or anything from Dan's lectures in class. The numerous in-class "game show" questions Dan asks will give a good idea of the kinds of questions that might appear on the quiz.

What is expected of students

As a student, I never understood why some professors assigned more reading than it would be possible for the students to complete. That is, if you took the number of pages and multiplied by the time it takes to read a page, and then factored in sleeping and eating and attending lectures and doing other homework, it was clearly mathematically impossible to do what was assigned. I suppose one could argue that this is good preparation for life, which hands out more than one can do, but I do not think it is good for learning. What kind of class discussion can you have if only 10% of the students have done all the reading? It's far better for students to read 2 papers and understand them than it is for them to skim 5 and not understand them at all.

Accordingly, I'm trying designing this class so that it is actually possible to do what is expected of you. This is how I imagine you will spend your time:

  • Reading the textbook - 2 hours per week. I'm assigning 2 chapters at a time, there are approximately 60 full pages per week, and it took me 2-3 minutes to carefully read a page.
  • Writing a blog post - 1 hour per week. Perhaps 30 minutes of research, and 30 minutes of composition, polishing and formatting for a 300 word post.
  • Commenting on 5 classmates' blogs - 1 hour per week. Perhaps 30 minutes to scan the FriendFeed for interesting posts, and 30 minutes to compose 5 comments
  • Working on the Google challenge - 2 hours per week. One hour of team meeting, one hour independent work.

In addition there will be some one-offs:

  • Finding and meeting with a business for the Google challenge. The fact that there are many people in each group will help here, but factor in one hour of correspondence and 3 hours for the meeting with the business: 4 hours
  • Writing the Google challenge papers. The first paper is 4 pages, the second is 8 pages. Since you've been working on the challenge steadily each week, estimate one hour per page: 12 hours
  • Studying for the final quiz. If one has done the reading during the term, this could be done in 3 nights of studying 2 hours each: 6 hours

Therefore, outside of lectures, this class will ask for 6 hours per week of your time, plus another 20-25 hours for one-offs. When I was a student, I was always told to prepare 2-3 hours for each hour in the classroom, so it sounds right to me.


Week: 1

  • Date: Jan 12, 2009
  • Preparation: Chapters 1 & 2
  • Topic: Introduction
  • Note: If you miss this class, you must set up accounts for blogs, comment feeds, etc., as described in This will take a couple hours at the least. Please do not forget: failure to do so will lead to a reduced participation grade because you will not be able to blog and comment with the class this week.

Week: 2

  • Date: Jan 19, 2009
  • Key Event: Google challenge teams should have found a company to work with
  • Preparation: Chapters 3 & 4
  • Topics: Networks and Individuals Online
  • Visiting Speaker: Scott Gallacher (Accelerated 360, Sky)

Outside of class event

  • Date: Jan 23, 2009
  • Key Event: Google challenge teams must have found a company to work with

Week: 3

  • Date: Jan 26, 2009
  • Preparation: Chapters 5 & 6
  • Topics: Web Business Models & Online Branding
  • Visiting Speaker: Simon Birkenhead (Google)

Week: 4

  • Date: Feb 2, 2009
  • Preparation: Chapters 7 & 8
  • Topics: Usability, Credibility, and Persuasion & Traffic Building
  • Visiting Speaker: Benjamin Faes (YouTube)

Week: 5

  • Date: Feb 9, 2009
  • Key event: Google challenge Pre-campaign Strategy due (to Dan and to Google)
  • Preparation: Chapter 10
  • Topics: Creating Commitment
  • Visiting Speaker: James Cridland (BBC)

Week: 6

  • Date: Feb 16, 2009
  • Preparation: Chapter 12
  • Topics: Pricing in an Online World
  • Visiting Speaker: Tom Chapman (Headstream)

Outside of class event

  • Date: Feb 17, 2009
  • Key event: Google challenge starts today

Week: 7

  • Date: Feb 23, 2009
  • Preparation: Chapter 13
  • Topics: B2C & Personalization
  • Visiting Speaker: Blake Chandlee (Facebook)

Week: 8

  • Date: Mar 2, 2009
  • Preparation: Chapter 14
  • Topics: Channels & Models
  • Visiting Speaker: Rob Horler (Isobar)
  • Special Guest: Clara Shih (author The Facebook Era)

Week: 9

  • Date: Mar 9, 2009
  • Key event: Google Challenge ends today
  • Preparation: Review all readings and lectures
  • Topics: Viral and Buzz / Review
  • Visiting Speaker: Mark Slade (4th screen)

Week: 10

  • Date: March 16, 2009
  • Key event: Final quiz
  • Preparation: Review all readings and lectures

Outside of class event

  • Date: March 20, 2009
  • Key event: Google Challenge Post-campaign Summary due (to Dan and to Google) by email by 5PM