Zicklin School of Business
Department of Marketing
INTERNET MARKETING AND GLOBAL BUSINESS (MKT 9764)
Section TR73
Spring 2006 -
Tuesday, Thursday, 6-7:15pm
INSTRUCTOR: Chris Gadomski
http://www.smidirect.net/
OFFICE: 12-211S
OFFICE HOURS: 4:30 to 5:45pm, Tuesday & Thursdays, or by appointment
OFFICE PHONE: 646-312-3336 /914-830-0870
E-mail:
dell300@smidirect.net
Recently, while awaiting a connecting flight in Dulles
International Airport, the TV monitors announced the planned restructuring of
Ford Motor Company with an anticipated 30,000 layoffs. The move is touted as part of a drastic
global restructuring to make it more competitive. All around me sat United Airlines employees. Their chatter surrounded the implications
for their jobs as their employer, having flirted with bankruptcy for several
years, is “reinventing itself” to better serve its customers. They talked about JetBlue, a company that
has embraced the Internet as fundamental to its existence as well as a customer
service philosophy that has earned it national recognition, with
questions. Not by choice, I was flying
United with a paper ticket. How “over”
is that?
Both Ford and United are emblematic of how the world is
changing. It has become “flat”, says Thomas Friedman, a renowned author, with
widespread implications for how business is now being conducted. Many of the
reasons contributing to this change has been the convergence of the Internet
and a wide array of technological and telecommunications advances that have
become a vital part of today’s global society.
And whereas the last few years have seen the emergence of terms like
eMarketing and eBusiness, these terms now fade away as Internet marketing enters
mainstream practice.
This course addresses two huge areas: Internet
Marketing and Global Business. We will
attempt to weave them together. We will examine the changing global social and
business environment--largely through Friedman’s book—and the evolution and
maturation of Internet Marketing practices through both textbooks and the cases
we will explore, and of course, through the many online sites we will
visit. Finally, we will rethink global
strategy and product innovation through our reading of Blue Ocean Strategy,
a book that takes a new view of how corporations should address new product
development and cope with global competition by entering uncharted waters where
no competition exists.
Hopefully, this look at our “flat world”, a new
understanding of the best practices in Internet Marketing, and a look at a new
strategy for giving customers what they want will fulfill our course objective
of making us more adept at marketing in the first decade of the 21st
Century.
Course
Structure
How business uses the Internet and new media marketing
solutions changes weekly, if not daily.
Even the most recent textbooks and cases are soon out of date. In this constant stage of flux, our learning
experience will begin each class with a daily review of online media, the daily
business newspapers, the cable news networks and prime time media. Through these filters, we will note and
observe the transforming global marketplace and the emergence of new media and
the marketing best practices that emerge. We will overlay these applied stories
on our discussions of actual topics covered by the textbooks, our readings and
the websites we will use as resources.
Although I will cover the reading assignments each
class, I aim to start each class with a discussions on new developments you
describe to me as reported in the media and relate them to past, current or
future topics covered in the text. As
this discussion will drive the class, be prepared for a more fluid rather
than a structured class environment, and be prepared to contribute to each class.
Through several Harvard Business
School, and other, cases, we will examine “Internet Best Practices”, the Google
phenomenon, kiosks and iPods, and discuss their continued relevance in
developing cohesive internet marketing strategies relevant to today’s global
marketplace. We will complete our course with a semester-long, hands-on group
project designed to simulate the real decision making issues you will face as
global marketing managers expert in the art of Internet marketing.
I have invited speakers from avenue a razorfish,
one of the largest independent interactive agencies and an operating unit of
aQuantive, Inc., a digital marketing services and technology company; UPS, a
huge provider of online supply chain management solutions and an important
facilitator of shipping online orders; and Dow Jones Interactive, a
leader purveyor of online information, to address the class. Hopefully,
at least one will visit our class this semester.
After spending
weeks preparing this course, I find it strange to resort to
books, as opposed to websites, as required reading. Nevertheless, after reviewing nearly two dozen, I have opted for
the following:
q Strauss,
El Ansary, Frost, E-Marketing, 4th ed. (Upper Saddle River, New Jersey: Prentice
Hall, 2006) ISBN 0-13-146519-9
q Glen
Urban, Digital Marketing Strategy, (Upper Saddle River, New Jersey: Prentice
Hall, 2004) ISBN 0-13-183177-1
q W. Chan Kim and Renee Mauborgne, Blue Ocean Strategy, (Harvard Business School Press, 2005) ISBN
1591396190
q
The
Wall Street Journal, orThe Financial Times, orThe
New York Times, or online
media and cable network news reports.
Bring relevant articles to each class for discussion.
q
Thomas L. Friedman, The World Is Flat, (New York: Farrar, Straus and Giroux, 2005)
ISBN 0-374-29288-4
q The
Harvard Business School cases/articles supplementing the text are:
Product #:
CMR258: Unleashing the Power of Yield Management in the Internet Era
Product #: R00410: E-Loyalty: Your Secret Weapon on The Web
Product #: 2645BC Interactive Marketing: New Channel, New Challenge
Product #: HKU069: Dell: Selling Directly,
Globally
I have created a
course area on the Harvard Business Online website where you can access your
course materials. Go to:
http://www.hbsp.com/relay.jhtml?name=cp&c=c94882
The course
reference code is c94882. You will need
to register with Harvard Business Online. This url lists the required materials
for use in this course. The downloaded course materials are encrypted using
SealedMedia. You can download the plug-in from http://download.sealedmedia.com/unsealer/index.asp
I hope you find this a convenient way to access your course materials. It is certainly the least expensive way to
supplement our course.
If you have any questions or need technical assistance, please contact Harvard
Business School Publishing at 1-800-810-8858 or 617-783-7700. They are open
8am-6pm Eastern Standard Time. They can also be reached at techhelp@hbsp.harvard.edu. If all else fails, they will mail you the
cases.
q
Shawn Collins, Successful Affiliate Marketing for Merchants, (Que Books, 2001) ISBN 0789725258. This is a useful guide to managing an
affiliate program.
q
Joseph Jaffe, Life After the 30-Second
Spot, (John Wiley & Sons, Inc. 2005) ISBN 0471718378. This book
contains several relevant chapters, and addresses alternatives to traditional
advertising.
q
Dawn Iacobucci and Booby Calder, Kellogg
On Integrated Marketing, (John Wiley & Sons, Inc., 2003), ISBN
0-471204765. Chapter 12 is dead-on, other chapters very relevant, a worthwile
read.
q
David Siegel, Futurize Your Enterprise, (John Wiley & Sons, Inc. 1999), ISBN 0471357634. Also a worthwile read though the book is a few
years old.
We will visit
these, and many like them during the semester:
www.mediumblue.com, www.akamarketing.com, www.majon.com,
www.clickz.com,
www.wilsonweb.com, www.knowthis.com, www.addpro.com, www.bluefly.com, www.altoids.com, www.toohot.com, www.affiliatetips.com
This is a large class.
To get an A, be prepared for every class, as I will open each class by
asking several students to summarize the topic of the day and to relate the
news stories they have clipped to present or past discussions. If you are not prepared, letting me know
ahead of time may save us both some embarrassment. 20% of your grade will be from class participation and
discussion….it is important that you come to class and voice your opinions in
class! Enough said.
I intend to give a mid-term and a final. I will ask you to write-up summaries of the
Harvard Business School Cases, and various other topics, three pages max.
Your Grade
Class
Participation 20%
Mid
Term 20%
Group
Project 20%
Case
Summaries 20%
Final
20%
The GROUP Project
Please form into six groups. Each group will identify a business that is not maximizing its potential. You are to develop an online/integrated marketing strategy to boost the company’s visibility and success in the global marketplace.
In analyzing ideas, think about the most relevant marketing issues and problems that challenge companies in 2006 in the United States. What industries or sectors do you think provide ripe international opportunities today and in the next few years? Remember to not only ask where do the greatest opportunities lie, but more importantly, the most profitable?
Using the web, complete
marketing research assessments for your products and recommend an appropriate
digital integrated marketing strategy for entering the market. Support your strategy with as much data as
feasible regarding industry specific data, competition and projected revenues
and margins.
Each group will prepare a
20-minute oral/online presentation to be delivered to the class, one or two
page summaries to be handed out to class, and a written presentation not to
exceed ten typed pages plus exhibits to be handed to me prior to your
presentation.
Form groups by our fourth
class and, submit a one-page global internet opportunity by the start of the
fifth class.
Each of you will fill out
a peer evaluation to value each individual member’s contribution to the group
result.
Six ideas will be
submitted, three will be chosen so that two groups will present on one
opportunity.
Helpful Hints: The goals of
this exercise is working together as a group, using the internet as a marketing
research tool, formulating a strategy that might actually work, and doing a
great job presenting what information you have in a convincing manner. One of my MBA students got a job, in part,
because the project he worked on was closely related to his anticipated
responsibilities at his new firm. The
purpose of this assignment is to replicate as much as possible the type of work
you may be called on to do when hired, and to focus on identifying online
opportunities and crafting an integrated strategy to capitalize on them. If you have any problems see me right
away.
Supplemental Material
Supplemental material will be posted
to the blackboard. Please check
regularly.
GETTING IT DONE
It is the express policy of the
class that no late assignments will be accepted under any circumstances. I
expect each student to bear individual responsibility for his or her work and
to uphold the ideal of academic integrity.
See http://www.baruch.cuny.edu/academic/academic_honesty.html
regarding academic integrity. Make sure
not to plagiarize anyone else’s work
either intentionally or unintentionally.
Plagiarism is defined as using
someone else's words or ideas without proper attribution. The proliferation of Web pages and
electronic publications makes it easy for plagiarism, accidental or otherwise,
to occur. When in doubt, make sure to
include a full citation either as a footnote or as a reference at the end of
the paper.
For example, the above three
sentences was excerpted from the course syllabus of Masaaki Kotabe, The
Washburn Chair of International Business and Marketing, Temple University,
International Marketing (MKT 514).
Internet Marketing and
Global Business |
E-Marketing |
DMS-Urban |
Other |
|
|
Date |
Topic |
Chapter |
Chapter |
Reading |
|
26-Jan |
Course Intro, Class Rules,
Class Objectives |
|
|
Friedman |
|
|
|
|
|
|
|
31-Jan |
Understanding Convergence |
|
|
|
|
|
Defining E-Commerce |
|
|
Friedman |
|
|
|
|
|
|
|
2-Feb |
Strategic E-Marketing--Understanding
the shift |
|
|
|
|
|
from the Business Model to
an E-Business |
1-2 |
3 |
Friedman |
|
|
Model...revisiting
customer needs/behavior |
|
|
|
|
|
|
|
|
|
|
7-Feb |
Developing the E-Marketing
Plan |
3 |
|
Friedman |
|
|
A New Channel and a New
Challenge |
|
|
HBS-Interactive Marketing |
|
|
|
|
|
|
|
9-Feb |
E-Marketing Environment
and Global Markets |
4 |
1-2 |
Form Groups |
|
|
|
|
|
|
|
14-Feb |
Ethical and Legal Issues |
5 |
|
Project Proposals Due |
|
|
|
|
|
|
|
16-Feb |
A Look at Dow Jones--An
integrated purveyor |
|
|
Project Decisions |
|
|
of information on the web. |
|
|
|
|
|
|
|
|
|
|
21-Feb |
No Class, Monday Schedule |
|
|
|
|
|
|
|
|
|
|
23-Feb |
Marketing Research on the
Web- |
|
|
|
|
|
Making sense of all the
data |
6 |
5 |
|
|
|
|
|
|
|
|
28-Feb |
Another Look at Consumer
Behavior |
7 |
6 |
|
|
|
Building Trust with the
Consumer |
|
|
|
|
|
|
|
|
|
|
2-Mar |
Developing Loyal
Customers--the |
|
15 |
HBS--E Loyalty |
|
|
key to long-term online
success. Amazon. |
|
|
|
|
|
|
|
|
|
|
7-Mar |
Segmentation and Targeting
Strategies |
8 |
7 |
|
|
|
|
|
|
|
|
9-Mar |
Differentiation and
Positioning |
9 |
|
|
|
|
|
|
|
|
|
14-Mar |
Developing Products For
the Net |
10 |
9-10 |
|
|
|
|
|
|
|
|
16-Mar |
A Look at Dell: Selling
Directly, Globally |
|
4 |
HBS Case Report Due |
|
|
|
|
|
|
|
21-Mar |
Mid Term Exam |
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