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Schedule
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Schedule
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| 15.823
Internet Marketing Glen Urban |
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Introduction |
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| 1 | Feb. 7 | Wed | State
of the Art
(Slides)
Where we are today, what is working and what is not in eBusiness. Take away - lessons from the first generation. |
| 2 | Feb. 12 | Mon |
CASE: MotherNature.com Guest Jeff Steinberg - VP of Marketing |
| Case Materials: | |||
| Understanding Consumers | |||
| 3 | Feb. 14 | Wed |
Consumer Behavior and Measurement (Slides) Why are people buying on the Internet? Why are conversion rates so low? Take away - Decision flow chart, behavioral information processing, B2C vs. B2B decision making. |
| Readings: | Urban
and Star, Advanced Marketing Strategy, Chapter 5
"Customer Decision Making" pp. 79-91.
Keeney, "Value of Internet Commerce to the Customer" pp. 533-542. Underhill, Why We Buy pp. 1-39. |
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| Monday, February 19 is a vacation day. Monday classes meet on Tuesday. | |||
| 4 | Feb. 20 | Tue |
CASE: Dell Guest Tilak Manandi - CTO of eCommerce |
| Readings:
Case Materials: |
Stanford Case | ||
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Strategy Formulation |
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| 5 | Feb. 21 | Wed |
Overall Approach: Trust Based Marketing What is Trust Based Marketing and when should you use it? Take Away - Role of trust, trust cues, trust based marketing. |
| Readings: | Evans
and Wurster, "Getting Real About Virtual Commerce"
pp. 84-98.
Urban, Fareena, and Qualls, "Placing Trust at the Center of your Internet Strategy" |
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| 6 | Feb. 26 | Mon |
CASE: Insite Marketing Technology Inc. Guest Stefania Nappi, CEO |
| Readings: | HBS Cases (Insite A and B) | ||
| 7 | Feb. 28 | Wed |
Product Design and Development (Slides - Set 1, Slides - Set 2) Are there any Internet opportunities left? How do we find them? Take away - New product development processes, new research methods on the web. |
| Readings: | Urban
and Hauser, Design and Marketing New Products, Chapter
3, "Proactive New Development Process" pp. 36-75.
Urban, Weinberg, and Hauser, "Premarket Forecasting of Really New Products", pp. 47-60. |
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| 8 | Mar. 5 | Mon |
CASE: Market Soft Inc. Guest Greg Erman, CEO and Mike Kozub, VP Marketing |
| Readings: | HBS Case | ||
| 9 | Mar. 7 | Wed |
Segmentation (Slides) Is one-to-one marketing and personalization the answer? Take away - Personalization, global segmentation, CRM state of the art. |
| Readings: | Urban
and Star, Advanced Marketing Strategy, Chapter 7.
"Better Localized Content Through Audience Segmentation", Jupiter Reports. |
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| 10 | Mar. 12 | Mon |
CASE: Prime Response Inc. Guest Peter Boni, CEO and Joel Book, VP Strategy |
| Readings: | Case Background | ||
| 11 | Mar. 14 | Wed | Project proposals due and presentations |
| 12 | Mar. 19 | Mon |
Product Positioning (Slides), (Midpoint Review Slides) What is the role of brand positioning and how do we compete if we are a later entrant Internet site? Take away - Perceptual mapping methods, order of entry theory. |
| Readings: |
Urban and Star, Advanced
Marketing Strategy, Chapter 8.
Robinson and Kalyanaram, "Order of Market Entry: Established Empirical Generalizations, Emerging Empirical Generalizations and Future Research" |
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Vacation March 21 to 30 |
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| 13 | Apr. 2 | Mon |
CASE: Lycos/Terra Guest Matt Martines, VP Latin America |
| Readings: | Case Background | ||
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Customer Acquisition |
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| 14 | Apr. 4 | Wed |
CASE: Solbright Guest Key Compton, CEO |
| Readings: | Case Background (Available outside of Prof. Urban's office - E56-332) | ||
| 15 | Apr. 9 | Mon |
CASE: Kozmo.com Guest Yong Kang, Founder and President |
| Readings: | Case Background | ||
| 16 | Apr. 11 | Wed |
Advertising, PR and Selling (Slides) What are the roles of advertising and selling in eMarketing success? Take away - Advertising response functions, balance acquisition and loyalty, ePromotions, auctions, price comparators. |
| Readings: |
"Inside
the Mind of the On-line Consumer", Jupiter Group.
"Making Net Shoppers Loyal", Forrester Reports. |
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| Vacation - No Class April 16 | |||
| 17 | Apr. 18 | Wed |
CASE: SemiSales Guest Howard Citron, CTO |
| Readings: | Case Background | ||
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Distribution |
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| 18 | Apr. 23 | Mon |
Channels and Pricing (Slides) Is Marketing Going to be A price only game? Is a separate company the only way to solve Internet channel conflict? Take away - ePromotion channel conflict, bricks and clicks, infomediaries/aggregators/affiliates |
| Readings: |
Hanson, Internet Marketing, Chapter 11. Jap, "Going, Going, Gone". Fein and Jap, "Manage Consolidation in the Distribution Channel". |
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| 19 | Apr. 25 | Wed | CASE: Visteon |
| Readings: | Case Background | ||
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Relationship Building |
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| 20 | Apr. 30 | Mon |
Fulfillment - Service - Loyalty Will single sources own the customer relationship? Take away - eService, relationship management. |
| Readings: |
Reichheld, The
Loyalty Effect, pp. 1-31.
"Mastering Commerce Logistics", Forrester Reports. |
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| 21 | May 2 | Wed |
CASE: Logistics.com Guest Yossi Sheffi, Founder |
| Readings: | Case Background | ||
| 22 | May 7 | Mon |
Future of the Internet and review (Slides) What is the next generation in Internet Marketing? Take away - View of the future. |
| Readings: |
"The Net
Imperative", The Economist.
Leebaert, "Present at the Creation". |
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| 23 | May 9 | Wed |
CASE: Citibank Online Guest Mark Parsells, President and COO |
| Readings: | Case Background | ||
| 24 | May 14 | Mon | Project Reports |
| 25 | May 16 | Wed | Project Reports (Con't.) |
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