MAR6726 Class Schedule

	MAR6726 - Electronic Commerce and Marketing

Class Schedule - Spring 2002

Monday, 7 January:

Schedule Problem

Wednesday, 9 January:

Topic: Development of Electric Commerce

Assigned readings:

Hanson, Chapter 1

Optional readings:

ISOC Internet history, available at: http://www.isoc.org/internet-history/brief.html
Startup Newbie FAQ, available at: http://www.thestandard.com/article/display/0,1151,17315,00.html

Monday, 14 January:

Topic: Using the Internet to Create Added Value

Assigned readings:

Hanson, Chapter 5
Griffith, David A. and Palmer, Jonathan W. (1999) "Leveraging the Web for Corporate Success," Business Horizons, 3-10. Available at: Harvard Business School Press, BH034. (in reader)

Wednesday, 16 January:

Topic: Segmentation and the Electronic Consumer

Due: Individual Assignment #1 and Team Project Memorandum

Assigned Readings:

Hanson Chapter 4

Optional Readings:

Donthu, N. and Garcia, A. (1999). "The Internet Shopper." Journal of Advertising Research, 39 (3), 52-58. (in reader)

Individual Assignment #1:

Consider the banner ad web chain analysis performed by Hanson on pages 141-148. Suppose that you are considering placing a banner on one of three websites. You should make the same assumptions about functional relationships that Hanson makes. In particular, we assume that the only factor that depends on the website used to advertise is CTR. All other factors remain fixed at their given values except RBR in question 3. Using the attached Excel spreadsheet and the data it contains, answer the following questions:

How does the offline buying rate (OBR, not OIB) affect the value of a repeat buyer? How does it affect the value of a prospect? Which effect is larger and under what conditions?
Assuming the repeat buying rate is 50%, on which website should you place your banner?
Assuming the repeat buying rate is 80%, on which website should you place your banner?
What click-thru rate (CTR) would be necessary for site 1 to be an advantageous location to place your banner (using a repeat buying rate of 50%)?

Please submit the answers to these questions in a MS Word document and embed your spreadsheet within the document so that I can track your work.

Monday, 21 January:

No Class. Happy MLK day!

Wednesday, 23 January:

Topic: Electronic Consumer Behavior

Assigned readings:

Alba, J., Lynch, J., Weitz, B., Janiszewski, C., Lutz, R., Sawyer, A., and Woods, S. (1997) "Interactive Home Shopping: Consumer, Retailer, and Manufacturers Incentives to Participate in Electronic Markets." Journal of Marketing, 61 (July), 38-53. (in reader)
Bakos, Y. (1997). "Reducing Buyer Search Costs: Implications for Electronic Marketplaces," Management Science, 43 (12), 1676-1692. (in reader)
Lynch, J. and Ariely, D. (2000). "Wine Online: Search Costs Affect Competition on Price, Quality, and Distribution." Marketing Science, 19 (1), 83-103. (in reader)

Optional readings:

Hoffman, D. and Novak, T. (1996). "Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations." Journal of Marketing, 60 (3), 50-68. Available at: http://www2000.ogsm.vanderbilt.edu/papers/pdf/cme.paper.revision.july11.pdf. (not in reader)

Monday, 28 January:

Topic: Personalization, Customization and Intelligent Agents

Due: Broadvision Case

Assigned readings:

Hanson Chapter 7
Iacobucci, D., Arabie, P., and Bodapati, A. (2000). "Recommendation Agents on the Internet." Journal of Interactive Marketing, 14 (3), 2-11. Available at: http://www3.interscience.wiley.com/cgi-bin/fulltext?ID=72513756&PLACEBO=IE.pdf. (not in reader) (Note: For some reason this direct link does not work. When you get the error message, close the pop-up window, and click "Journal Finder", then "J", then "Journal of Interactive Marketing". Then click on 2000, Volume 14 issue 3. Then click on PDF full-text for the first article listed.
Heuer, S. (2000). "You Talkin' to me?" The Industry Standard, 25 September, Available at: http://www.thestandard.com/article/display/0,1151,18723,00.html. (not in reader)

Optional readings:

Cooke, A., Sujan, H., Sujan, M., and Weitz, B. (2000). "Marketing the Unfamiliar: The Role of Context and Item-Specific Information in Electronic Agent Recommendations." Unpublished manuscript, available at: http://bear.cba.ufl.edu/cooke/papers/agent.pdf. (not in reader)

Case Discussion: Broadvision HBS-OIT21S. http://www.broadvision.com

Describe how Broadvision's products and services attempt to leverage individual information about the consumer. Why would companies be interested in this?
Compare and contrast rules-based and collaborative filtering approaches to recommendations. For what product categories would you use each?
How could the technologies BV supports be used to provide clients with sustainable competitive advantage?
How might privacy and trust influence the viability of BV's business model? How might they leverage the privacy issue to their advantage?

Wednesday, 30 January:

Topic: Customer Relationship Management

Assigned readings:

Hanson, Chapter 6
Searls, D. and Weinberger, D. (2000). "Markets are Conversations." The Industry Standard, 17 January, Available at: http://www.thestandard.com/article/display/0,1151,8845,00.html. (not in reader)
Article Lost. ~~Bray, P. (2000). "How to Click with Customers." Institute of Directors, CRMsupersite, August. Available at: http://www.crmsupersite.com/scream/September2000/21/SM-20000921B.htm. (not in reader)~~
Vaas, L. (2002). "Cutting the Fat from CRM Implementation." Available at: http://techupdate.zdnet.com/techupdate/stories/main/0,14179,2837631,00.html (not in reader).

Optional readings:

Sterne, J. (1996). Customer Service on the Internet. New York, NY: Wiley.
Pederson, J. (2000). "CRM - A Sector to Watch." 123 Jump. A four-part series. (not in reader)
Part 1: http://www.123jump.com/p3.htm?p=/archive/a000317262.htm&f=foot3.htm
Part 2: http://www.123jump.com/p3.htm?p=/archive/a000321321.htm&f=foot3.htm
Part 3: http://www.123jump.com/p3.htm?p=/archive/a000906111.htm&f=foot3.htm
Part 4: http://www.123jump.com/p3.htm?p=/archive/a000906112.htm&f=foot3.htm

Monday, 4 February:

Topic: Internet Pricing Strategies

Due: Priceline.com Case

Assigned readings:

Hanson, Chapter 11
Shapiro, C. and Varian, H. (1999). "Pricing Information," in Information Rules. Boston, MA: Harvard Business School Press, 19-52. (in reader)

Optional readings:

Oreskovic, Alexei (2000). "Short Changed," The Industry Standard, July 3, Available at: http://www.thestandard.com/article/display/0,1151,16440,00.html. (not in reader)
Andrews, Whit (1999). "The Digital Wallet," Internet World, October 15, Available at: http://www.internetworld.com/print/1999/10/15/commerce/19991015-digital.html. (not in reader)

Case Discussion: PriceLine.com, Inc., HBS-9-500-070. http://www.priceline.com

How is the Priceline.com "Name your own price" pricing model similar to and different from traditional fixed-pricing methods? How does it provide value to the consumer?
To what products/services do you think this pricing model is applicable? Why?
What effect on business did the Priceline.com business methods patent have?
In 1999, Priceline.com invested a large amount of capital into brand building. Was this money well spent? Be prepared to justify your response. What additional information would you like to have access to?

Wednesday, 6 February:

Topic: Advertising and the Internet

Due: Individual Assignment #2

Assigned readings:

Korgaonkar, P. and Wolin, L. (1999). "A Multivariate Analysis of Web Usage." Journal of Advertising Research, 39 (2), 53-68. (in reader)
Philport, J. and Arbittier, J. (1997). "Advertising: Brand Communication Styles in Established Media and the Internet." Journal of Advertising Research, 37, (2), 68-75. (in reader)
Kuchinskas, S. (2000). "Ads Unplugged." Business 2.0, 26 September, Available at: http://www.business2.com/content/channels/marketing/2000/09/15/20389. (not in reader)

Optional readings:

Ad Resource (2000). "An Advertising Primer." Available at: http://adres.internet.com/primer/article/0,1401,,00.html. (not in reader)

Monday, 11 February:

Topic: On-line Branding and Marketing Research

Assigned readings:

Hanson Chapters 9 and 10
Hawley, N. (2000). "Brand Defined," Business 2.0, 27 July, Available at: http://www.business2.com/content/channels/marketing/2000/06/13/12401. (not in reader)

Optional readings:

Shapiro, C. and Varian, H. (1999) "Recognizing Lock-In," in Information Rules. Boston, MA: Harvard Business School Press, pp. 103-134. (in reader)

Wednesday, 13 February

Topic: Privacy and Security

Assigned readings:

Due: Yesmail.com Case

Oakes, C. (2000). "E-privacy's Foggy Bottom," Wired, 8 August, Available at: http://www.wired.com/news/business/0,1367,38041,00.html. (not in reader)
Kleindl, B. (2001). "The Political, Legal, and Ethical Environments." In Strategic Electronic Marketing: Managing E-Business. Cincinnati, OH: South-Western College Publishing, 280-304. (in reader)

Optional readings:

Culnan, M. (2000). "Protecting Privacy Online: Is Self-Regulation Working?" Journal of Public Policy and Marketing, 19 (1), 20-26. (in reader)

Case Discussion: yesmail.com, HBS-9-500-092. http://www.yesmail.com/

Describe the idea behind permission marketing and its primary value proposition. Why would advertisers want to use permission marketing as opposed to more traditional advertising techniques? What are the additional side benefits?
How valuable are the services that YM provides? Be prepared to provide sample calculations.
How has yesmail.com attempted to use lock-in to secure repeat business?
Discuss the positioning of YM relative to the competition. Provide specific recommendations about the directions you would take.

Monday, 18 February

Topic: Mobile Commerce

Due: Team Project

Assigned readings:

Brown, Duncan (2000). "Mobile E-Commerce's Dark Side," The Industry Standard, 17 April, Available at: http://www.thestandard.com/article/display/0,1151,14042,00.html. (not in reader)
Rogak, Lisa (2000). "Commerce adds an M," Business 2.0, 27 June, Available at: http://www.business2.com/content/magazine/vision/2000/06/13/15128. (not in reader)

Wednesday, 20 February:

Topic: Team Presentations and Summary

Monday, 25 February:

3:00 - 4:55 PM Final Exam!!!