Winter 2004 Robert Breyer MGT 293-1: Internet Marketing Course Guide Version 0 Time/Location: Joint Class: Monday, 6:00 pm - 9:00 pm; OCM3. Instructor: Adjunct Professor Robert Breyer Term: Winter Quarter 2004 Course Number: 293-1 Official Course Title: Internet Marketing Unofficial Course Title: e-Marketing or Hybrid Marketing Office Hours: By appointment. Contact Details: [email protected] or 650-430-3903 Sessions: There will 9 lectures for this course. The last session plus the final exam slot will be utilized for group team presentations. Classes on February 16 and January 19 (UC academic holidays) will need to be rescheduled. There will be NO final exam. Overview: Welcome to convergence marketing. This course will discuss how to market goods and services to today’s hybrid consumer. Yes, the dot-com and telecom bubbles have burst. Yet the Internet permeates people’s lives more than ever. In addition, a plethora of connected electronic devices is busy invading our lives: cell phones, PDAs, personal video recorders (PVRs), in-car computers. We will discuss how today’s marketeer can effectively utilize these electronic tools to better market their product or services. Objectives: The course has a number of objectives. These are: • To show how both marketing and the consumer are changing as a result of the Internet. Specifically, we will investigate the new hybrid consumer that is utilizing both clicks and bricks to interact with companies. • To better understand the marketing capabilities of the Internet and related technologies, such as broadband and WiFi, GSM and 3G cell phone networks, telematics, and CRM. • To engage in some discussion and debate on the industries that are most exposed to the Net, such as the entertainment Industry, banking, real estate. • To provide exposure to some outside companies and individuals in the Net Marketing industry. Teaching method: A mixture of lectures, cases and student presentations. Textbooks: There will be two required books for this course.1) Convergence Marketing, by Yoram Wind, et al. Please buy this book on your own. (The university bookstore will not stock it). One of your assignments will be to write a report on your purchasing experience (see below). 2) The 2nd book has not yet been determined. I have not finalized the I am waiting to see if we can get our hands on the latest hot-off-the press edition of Ward Hanson’s Internet Marketing (if available), Plan B is Internet Marketing by Rafi Mohammed, et al. Some Background to the Name Change to “Internet Marketing”: This course has previously been called “Marketing for E-Commerce”. This title sounded a bit verbose and outdated to me. The old title implied that the course only focuses on the marketing efforts related to e-commerce, or business transacted on the Net. Yet the Net is about a lot more than just e-commerce. Today, the mantra for many companies is “Call, Click or Visit", implying that customers can shop via many different channels, namely over the phone, on the Net or in person. So I have renamed this course “Internet Marketing”. Today there are around 150 million Internet users in the USA alone. Worldwide the magic One Billion number is in sight. Right now consumers and businesses are accessing the Net primarily from personal computers. That is about to change, as the number of Internet-connected devices is Convergence Marketing: Strategies for Reaching the New Hybrid Consumer. By Yoram (Jerry) Wind, Vijay Mahajan, Robert E. Gunther. ISBN: 0-13-065075-7. Internet Marketing By Rafi Mohammed, Robert J. Fisher, Bernard J. Jaworski, Aileen Cahill. ISBN: 0072512083. Principles of Internet Marketing. by Ward Hanson. ISBN: 0538875739.skyrocketing. From mainstream devices such as cell phones to web-connected in-car navigation systems to web-connected refrigerators – the number of web-connected devices is skyrocketing. So maybe next year we will change it to E-Marketing (E as in electronic, implying that we will not just study the PC/Internet combination, but also other computing and communications devices). Why is this course important? This course is key for today’s successful marketer. The Internet is more important than ever. The bursting of the dot-com bubble could make you think that the Internet itself was a fad. It isn’t - the Net’s biggest impact has been in the way that existing companies are utilizing it to market more effectively. Many of the concepts pioneered by the early dot-coms have become mainstream. Webvan may no longer be around, but you can now buy your groceries online from Albertsons and Safeway. Similarly, Napster is long gone too, but only now are the studios figuring out how to sell music on the Internet. Maybe one day this course will cease to exist when computers and communications become as mundane as the telephone. However, technology is still changing rapidly, and therefore the need for a separate course that examines how marketing can best utilize this new technology. Course Projects: There will be two projects due for this course. The first one is an individual one. The latter project will be a team project. A. Internet Shopping Project The role of marketing is to make people buy things. Successful marketing will ultimately lead to a purchase transaction. Students need to experience Internet buying first-hand. I have made the purchasing experience a You will need to purchase the book “Convergence Marketing”. Any combination of “Call, Click or Visit" will be allowed, as long as there is a click involved somewhere. Amazon.com will do just fine. Another example would be to buy the book at a local bookstore after using the bookstore’s web site for directions and/or inventory information. Part I of this assignment will be to describe the purchase transaction. Please comment on the price of the books bought. Please also talk about the value of the goods received, if, for example you thought that you got value for money in your transaction. Part II of the assignment will be to compare the web site used with an international, preferably non-english-speaking alternative. For example, if you choose to buy your book at www.amazon.com, you could compare Amazon.com with www.amazon.de. Please limit your report describing your shopping experience to 3 written pages. B. Group Internet Marketing Project The web project is a very important portion of the class. You