| Syllabus is under continuous development: Some blog assignments and articles are still to be added and changed. Lectures will also be updated as the semester progresses. It's a rapidly changing environment! |
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Textbook: None. But there are three
Harvard Business Review articles to purchase at the
bookstore. Course: The percentage of retail dollars spent online is currently about 5% according to the National Retail Federation. Analysts have argued 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. There are still many barriers to overcome in order to recruit more customers in this country and worldwide. 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: 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!
3. Communication Skills: Students will be required to post assignments to a blog. 4. Cross-functional Thinking: E-commerce decisions straddle many functional areas, most prominently Marketing, Information Systems and Strategy. |
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Grading: |
Percent |
| Periodic assignments, posted to your personal blog at http://www.blogger.com/. |
10 |
| Personal Website At least 3 pages linked to each other, Due Final week of class on Friday at 5pm. |
15 |
| Exams | 75 |
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Total: |
100 |
| Weekly Course Outline: *I recommend that you download the lectures before class every week. Don't download them too far ahead of time. Some of these lectures will be updated during the quarter, so you want to wait as close to class as possible *Check out the study guide
questions for each week's assignments. The answer to the study
guide questions must be turned in with each test. |
Lecture 1 to download (this lecture is complete, but not all lectures are complete - you need to come to class) |
| Week 2 -- Overview, continued --
September 7 1. Selections from "Encyclopedia of the New Economy," Wired Magazine and Andersen Consulting. 2. NEW eMarketer's Seven Predictions for 2006," January 11, 2006. 3. "Online Retailers Look Overseas," New York Times, January 10, 2005. #4 and #5 are to help you prepare for today's in-class assignment: 4." There's no Escaping Blogs," Fortune, December 27, 2004. 5. "Seven Reasons Why Businesses Should Blog Now," September 28, 2004. 5b. "Blogging for Dollars," CNNMoney.com, August 21, 2006. Blogging Lab: Experiential assignment: to start in lab and be finished by next Thursday. The link to your blog must be emailed to me. Keep track of your username and password, you'll need it for future assignments! I may or may not get to start on Technology and Terminology -- here it is just in case: Lecture 2 to download (this lecture is also complete because there are extensive explanations on some slides -- but don't expect all lectures to be complete) |
| Week 3 -- Technology and
Terminology -- Sept 14 6. "Only Connect: From Swarms of Smart Dust to Secure Collaborative Zones, The Omninet Comes to You," Wired, Jan. 2000. 7. NEW Handouts in Class: "Web Guitar Wizard Revealed at Last," "Top Five Reasons Not to Buy YouTube," and "YouTube Ushers in Net Soap Genre," (missed them in class, or lost them? Email me for a copy). 8. "Welcome to the Broadband Home of the Future," Wired, January 2004. 9. "Next Big Thing: The Web as Your Servant: What if the Web Could Anticipate Your Needs," USAToday, Oct. 1, 2004. 10. OPTIONAL (Not on test) -- But it is an interesting read on Internet Use in South Korea: "The Bandwidth Capital of the World," Wired, August 2002. 11. Battle for the Soul of the MP3 Phone" Wired, November 2005. 11a. "Adam Curry Wants to Make you an iPod Radio Star," Wired, March 2005. 12. To Read in preparation for today's assignment: "Americans Weigh In Online: Rating Is a Popular Pastime," Clickz, October 22, 2004. Receive
Assignment #2: The impact of Customer
Reviews on the Internet (we will go to the the lab to work on this
assignment) |
| Weeks 4 --6
- Finish Technology and Terminology, Start Virtual Value Chain --
Sept 21 and Sept 28 and Oct 5 How Virtual Marketing and Business is Different 13. "Exploiting the Virtual Value Chain," Harvard Business Review, Nov-Dec. 1995. ( This is a very important reading; the virtual value chain is a frequently discussed concept in the field.) It is IMPORTANT that you read this article BEFORE class. Some students have difficulty understanding these ideas and using them in the class group assignment on February 24, so PREPARE YOURSELF. Also, there will be an ESSAY on your first test on this topic. Too lazy to walk to the bookstore and buy the article? You can pay to download it at Harvard Business School Publishing. Enter "Virtual Value Chain" into the search box. Tape: History of the Internet (probably Sept. 21) In class group assignment, Sept 28 -- Podcasting In class group assignment, Oct. 5, Virtual Value Chain (assignment on last slide of lecture). 14. Optional Reading, not on test: "New Rules for the New Economy," Wired, Sept. 1997. Kelly's piece is an interesting read -- in 2000 and 2001 he and other internet optimists were heavily criticized. Some of his "rules" are in the process of coming true; some if them remain problematic. Lecture 3 to Download (Virtual Value Chain) (This lecture is once again complete because some students seem to have trouble with this material) |
Study Guide Questions for Readings 1-9 and 11-13 MUST be turned in the day of the exam (not at a later date). They are worth 10% of your score on the test. The answers do not have to be long and detailed and in fact, I prefer they be relatively concise (as long as they are correct and understandable), but you must answer each question. |
| Week 8---
15. "E-Bay Gets Boost as Middlemen Make Comeback," LA Times, January 20, 2004. 16. "Porn Strategy: Share and Snare" Wired News, Jan 23, 2003. 17. "The Long Tail" (Title from front of magazine: "Why Micro Audiences are the Future of Entertainment," October 2004. 18. "Mix, Match and Mutate," Businessweek.com, July 25, 2005. Business Models Lecture |
| Week 9 -- October 26: Guest
speakers: Direct Marketing and SEM
More info as this week approaches! |
| Week 10 -- November 2: Consumer Behavior on the Internet/Technology Adoption and Diffusion 19. OPTIONAL, but I recommend it if you miss class this week: "Shopping Online for Freedom, Control and Fun," California Management Review, Winter 2001. You can send me an email requesting this paper if you miss class. However, it's better to come to class -- the article is about 30 pages! All the following are
required: Start: Website Design and Quality 24. "Usability as a
Barrier To Entry," Jakob Nielsen, Useit.com It's time to start thinking
of a topic for your final website
project. |
| Week 10:
Start website project in
lab. 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. Download: Guidelines
for website.
Note: Merely superficially covering the guidelines does not earn you a
high score -- the guidelines can be implemented better and worse.
For example, you can use a table (as required) on your website, but have
one that is misaligned or unattractive. |
| Week 11 -- November 16 Exam
#2 Study Guide Questions for Readings 15-18 and 20-26 must be turned in with the test. They are worth 10% of your test grade. |
| Weel 12 -- November 23 -- Thanksgiving Holiday~!! |
| Week 13, November 30 Advertising and Promotions on the Internet 2 30. 31 32."Querying the Next Generation," OMMA, The Magazine of Online Media, Marketing and Advertising, Steve Smith, March 2006. 33."The Cookie Monster in the Closet," Jeffrey Young's Technician, ZDNET.com, March 30, 2006. 34. Not required: "Contextual Marketing: The Real Business of the Internet," Kenny and Marshall, Harvard Business Review, November 2000 (Reading is optional but may be useful to your understanding) -- Available from the bookstore or download at Harvard Business School Publishing online for a fee). 35. "Email Hucksterism, Offensive but Effective," New York Times, July 4, 2003. 36."Television Commercials come to the Web," New York Times, January 19, 2004. 37. "Thinking Outside the Inbox," Businessweek.com, Karen Klein, March 23, 2006. 38. Not Required: "Don't Call it Spyware," Wired, December, 2005. 39. Email Effectiveness -- class handout. If you don't have it, send me an email. 40. "Coupons, Coupons, Get Your Coupons Here," Clickz.com, September 26, 2002. Lecture 8 -- Promotions on the Internet |
| Week 14 - December 7
Marketing Research on
the Internet Lab Time |
| Week 15: December
14 Customer Relationship Management (Yes, I know it's out of order) 27. "E-Loyalty: Your Secret Weapon on the Web," Reichheld and Schefter, Harvard Business Review, July-August 2000. If you didn't get it at the bookstore, go to Harvard Business School Publishing to download it for a fee. 28. "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 (time permitting) Lecture -- B2B Lab Time Website link is due to me by Dec 15 at 5 PM |
| Week 16: Final Exam, as
scheduled by the University (usually Thursday, 5-7) You must turn in the answers to the study guide questions that go with readings 29-44 the exam. Once again, they are 10% of your grade. Also, you need the rich media types listed in my handout. |