|
Readings (in addition to textbook):
Online (as indicated below) + Harvard Business
Review readings and "Encyclopedia of the New Economy," in readings book
(to be purchased at bookstore). Most of the online readings have
print versions if you prefer to print them before
reading.
Course: Internet Marketing is a rapidly growing area, both in business to
business and consumer marketing. In the U. S., 100 million people
use the Internet. The number of online surfers who shopped in 1999
was 44.8 million with 38.8 million being buyers. By 2000, 63.4 million
shopped online and 59 million made purchases. The percent of Internet
users who shop and purchase online has been increasing each year since
1997, and is expected to increase until 2004, when 83% of Internet users
are expected to shop online, and 80% to purchase
online.
Shop-to Buy Index,
1997-2004
(as a % of Internet users who shop and
purchase online) |
| |
Shop Online |
Purchase Online |
% of Shoppers Buying |
| 1997 |
56% |
20% |
36% |
| 1998 |
61% |
31% |
51% |
| 1999 |
67% |
58% |
87% |
| 2000 |
73% |
68% |
93% |
| 2001 |
77% |
71% |
92% |
| 2002 |
79% |
75% |
95% |
| 2003 |
81% |
77% |
95% |
| 2004 |
83% |
80% |
96% |
| Source: eMarketer.com,
2000 |
Many
businesses view their online and offline efforts as separate. Online
consumers, however, are far more fluid, choosing to do business with a
given company through multiple channels. A recent Jupiter/NFO Consumer
Survey found that more than 68% of online buyers researched products
online and then purchased them at a physical store; 47% said they then
bought via phone.
Women
currently make up 58% of online shoppers. The percentage of retail dollars
spent online is currently only about 1% of the total pie according to the
Department of Commerce, and 2.4% according to Forrester Research; analysts
are arguing over the upper limit of spending online, with estimates being
as high as 25% of retail spending occurring online by 2010. The
Internet has global reach; while buyers around the world are only
beginning to take advantage of e-commerce, they are signing on to the
Internet in increasing numbers. These international consumers are
expected to follow the same pattern as have many online consumers in the
U.S.: (1) Familiarity with navigation and e-mail on the Internet (2) use
of the Internet to help search for information and (3) Engaging in
e-commerce online.
Beyond the consumer sector, business to business is growing and
thriving in the U.S. and internationally, and currently represents a large
share of total e-commerce spending. Jupiter Communications
estimates that overall transactions of goods between businesses in the U.
S. were $11.5 trillion, with $336 billion being conducted
electronically. By 2005, they forecast electronic transactions to be
$6.3 trillion out of a total of $15.1 trillion.
There
are still many barriers to overcome in order to recruit more customers in
this country and world-wide. Privacy and security are currently of
concern to many netizens. But, e-commerce providers who are looking
out for the future recognize that overall quality of the e-commerce buying
experience -- from the product itself to the ease of using the website,
speed of delivery, selection, price and overall quality and satisfaction
with e-commerce -- will have long-term effects on their ability to win the
e-commerce lottery
Goals:
1. Lifelong Learning: "Internet Time" is a
phrase used to describe how quickly the internet environment is changing
and how quickly internet strategy must evolve with those
changes. Anyone interested in this area must gain the ability to
continue learning and keeping up with changes. This class is heavy
on current events readings -- read and keep up, and learn where the
sources of information can be found! I strongly suggest you sign up
for regular email from
Emarketer.com. Please also refer to my Favorites
page to see my favorite information sources.
2.
Professional Preparedness: The most rapidly growing area in
the field of marketing is e-commerce.
Thus, knowledge of the
basic vocabulary and concepts in this area is essential to your
professional preparedness.
3. Communication Skills: Students will be
required to make regular presentations of current issues in e-commerce as
well as to write a research paper for the course.
4. Cross-functional Thinking: E-commerce
decisions straddle many functional areas, most prominently
Marketing, MIS and strategy.
Grading
Weekly Course Outline:
Week 1
-- Jan 31 -- History of the Internet
Tape: Nerds 2.0.1., part I Nerds,
Matching Exercise 1
1. Visit Nerds 2.0.1 Website (It
will help you with the matching
exercise). |
Week 2 -- Feb 7 -- Overview, continued
1. Read Frost and Strauss, Ch. 1, pp.
2-13
2. "Encyclopedia of the New
Economy," (learn especially the terms I've checked in the packet
your purchased), March, April and May 1998 (This is available
online, but will be much easier to study in readings book
purchased in bookstore).
Lecture
1 to download
Tape 2: Nerds 2.0.1, part
III Nerds,
Matching Exercise 2 |
Week 3 -- Feb 14 -- Technology and Terminology
1. "Only
Connect: From Swarms of Smart Dust to Secure Collaborative Zones,
The Omninet Comes to You," Wired, Jan.
2000.
2. "Privacy
may be blown away like 'Smart Dust' in the Wind," Small
Times, August 16, 2001.
3. "Pipe
Dreams," and "Broadband
at a Glance," and "The
Future," PC Magazine, Jan. 19, 2001 (there are links to
articles on all the different broadband options, but they're not
required).
4. "iTV
Awaits Prime Time," Cyberatlas.internet.com, January 3,
2002..
5. Read "Islands
in the Stream(ing)" Emarketer.com, January 30, 2001 and
for fun, look at http://www.streamingmedia.com.
6.
"DoCoMo's Designs for Wireless World
Domination," Wired,
September 2001.
Lecture 2 to
download |
Week 4- 5 -- Feb 21/Feb
28 -- How Virtual Marketing and Business is Different,
1. "Exploiting
the Virtual Value Chain," Harvard Business Review, Nov-Dec.
1995. (In the readings you should have purchased at the
bookstore.)
2. OPTIONAL: "New
Rules for the New Economy," Wired, Sept.
1997.
3. "How
the Porn Sites Do It," The Industry Standard, Dec. 20,
1999. (I will hand out article in class.)
Lecture
3 (not including business models)
|
| Week 6
-- Mar 7 -- Exam #1 |
Week 7 -- Mar 14 -- Online Consumer Behavior
Lecture 4a
-- Business Models
Business Models on the Internet
(continued from week #4)
4. Business Models, in Strauss and Frost, 18-20
(content sponsorship, direct-selling model, infomediary model,
intermediary models, brokerage models, agent models (all), e-tailer
model.
5. "Where
the Web is Really Revolutionizing Business," Business Week, August 27,
2001.
6. "Business, Still Alive and
Growing Online, Without Fanfare," New York Times, January
6, 2002. |
| Week 8 -- Mar 21 --
Online Consumer Behavior
1.  "Shopping Online for Freedom, Control and Fun,"
California Management Review, Winter 2001.
2. "More Online, Doing More," Pew Internet Project:
Internet Tracking Report, Sunday, February 18, 2001.
3. "Capitalist
Econstruction," Wired, March 2000.
The Darker Side
of the Net:
4. "A Site
for Soreheads," Business Week, March 22, 1999.
5. "'Sucks'
Sites to be Doled out for Free," MSNBC, January 21,
2002.
Lecture
4b -- Consumer Behavior
Assignment and Presentation,
Wednesday: Navigate through cyberatlas.internet.com.
Choose one article of interest -- write a one page summary of
the article. Why did you choose this article? What is
its importance to e-commerce?
GROUP
1: You will also present your article to the class. Please
email me your topic in advance to ensure there will be no
duplication in presentation.
|
| Mar
28 -- Spring Break |
Week
9: -- April 4 --
Website Design,
Online Quality and Customer Relationship Management
(CRM)
1. "Usability as a
Barrier To Entry," Jakob Nielsen, Useit.com
Lecture 5 --
Design and Quality
Assignment and Presentation, Wednesday: Check out Useit.com. Let me know what
article you want to use Summarize one article from the site
in one page or less. Do you agree with the author? What
are the implications of the article?
GROUP
2: You will also present your article to the class (you need
to turn in your summary as well). Please
email me your topic in advance to ensure there will be no
duplication in presentation.
|
Week 10 -- Exam
#2 -- April 11
On the exam, I will ask you to tell me what topic you are researching
for your e-commerce research paper that is due on May 2. |
Week 11 -- April
18 -- Advertising, Promotions, and Direct
Marketing Methods on the Web; Portals, Affinity Sites, and Community
on the Web
CRM
1. "E-Loyalty: Your Secret Weapon on the Web,"
Reichheld and Schefter, Harvard Business Review, July-August
2000 (available in readings book).
2. "CRM
People Problems," Information Week, July 9,
2001.
3. Read Strauss and Frost,
Ch. 7
4. "1
to 1 Mobility: Customer-based Strategies for a Wireless World,"
Peppers and Rogers Group Consulting, White Paper 2001.
Lecture 7 --
CRM Business to Business on
the Internet
1. Read Strauss and Frost,
Ch. 5
2. "Online
Marketplaces Revamp to Survive," The Philadelphia
Inquirer, Feb. 26, 2001.
This link is no longer available, you will not be responsible for it
on the final exam.
3. "Reverse
Auctions: Bad Idea?," Line 56, Sept. 20, 2001
Lecture --
B2B
|
Week 12
-- April 25
Finish B2B AND start Advertising and Promotions on the Net
Assignment and Presentation (due for this class): Check out at online business portal (news on
business portals), http://www.line56.com. Choose one article and write a summary.
Group 3: Present the article in
class. You also need to turn in the one page summary.
1. "Internet
Ads Get a Flashy Facelift," PC World, Sept. 1999.
Visit the featured industry, KMGI.com.
2. Using online
games for advertising .... look at these very short case studies
at Yaya.com
3. " IAB release on
effectiveness of new ad formats." Iab.org's study on new types of
online ads.
4. Just
an online minute: IM beats email (using IM for online
advertising), Mediapost.com, October 17, 2001.
5. "Gator
Chomps on Innocent Banner Ads," ZDNET.com, August 17,
2001.
(This link is no longer available, you will not be responsible for it
on the final exam).
6. Read Strauss and Frost, Ch. 6
7. "New Online
Ads can't be Missed by Web Surfers," MSNBC.com, June 24,
2001.
8. "Portal
Power," Emarketer.com, Feb.
27 2001.
9.
"Contextual Marketing: The Real Business of the Internet,"
Kenny and Marshall, Harvard Business Review, November 2000
(available in the readings book purchased in bookstore). (Very important
reading)OPTIONAL: Are you
interested in the intricacies of search engines? Check out Traffick.com
and Spider-food.net.
Lecture
8 -- Promotions on the Internet
|
Week 13 -- May
2
Marketing Research on the Internet
1. "Market Researchers Embrace the web" The Industry
Standard, 1999.
2
"The
Information Gold Mine," Business Week, July 26,
1999. (You have to find the article on the page when you get
there and click through to it.)
3. "Mining
Info: What's in it for Me?" Business Week, July 26,
1999. (Again, find the article on the page -- it's just a little way
down the page, but you'll see it.)
4. Read
Strauss and Frost, Ch. 3
Lecture
10 -- Marketing Research
Guidelines for paper
Lab to begin
Personal Website -- Bring "storyboard" / rough layout for 3 pages of a
personal website. You MUST have a csulb email account in order to post your website;
if you don't know the password to the account, or don't have an
account yet, SIGN UP BEFORE THIS CLASS. LAB we will
be using CBA-240
|
Week 14 -- May 9
Lab: Work on Personal Website -- CBA 240 |
Week 15: May 16
Lab: Work on Personal Website or Time Permitting, present
personal website in class. -- CBA 240 |
| Week
16: May 23 -- Final, 5-7 p.m. | |