dmec00

Syl00s1

Rev Oct 6 2000

Babson College
F.W. Olin Graduate School of Business

Direct Marketing and E-Commerce
Fall 2000
Professor Larry Isaacson
Preliminary Course Outline –
Subject to Change
To See Assignments for Class, Click on Class Number:
1 2 3 4 5 6 7 8 9 10 11 12 13 14
Course ecampus Course Newpaper
Connect to Babson Library)

The course is divided into four main inter-related sections:

Clases 1-3: Direct and Non-Traditional Marketing
Classes 4-8: B2C (Business-to-Consumer)
Classes 9-12: B2B (Business-to-Business)
Classes 13-14: Final Team Presentations

1. 9/12 Introduction to the Course... ecampus
Please note: The C&C case will be discussed in this first class. Please try to come prepared.

Introduction to the Course.

(Read)

The use of i-campus in the course (Read)

Course Requirements and Grading.

(Read)

New/Alternative Marketing Methods/New Business Systems

Case:

Calyx & Corolla

Read: HBS Note on The Mail Order Industry

Discussion of Team Projects and Final Exam

Reference Reading: Note on Case Analysis and Classroom Discussion (Read on Web) 2. 9/19 Direct/Catalog Marketing Success... ecampus

Speaker: Joan Abrams, Wearguard Corp., "Catalog Marketing Success"

Case: Time-Life Inc. (A)

Reference Reading: Introduction to the Elements of Marketing (Read on Web)

3. 9/26 Non-traditional Marketing and the Catalog/Web Connection... ecampus

Case: QVC/iQVC

4. 10/3 The Web as Portal and B2C Opportunity/System... ecampus

Discussion: How the Web Works. Why Portals?
Case: Hotmail
Reference Case: Leadership Online: Barnes & Noble vs. Amazon.com
Read: HBS: Note on Marketing and the World Wide Web
Reference Reading: 9 Key Steps To Developing And Managing Marketing Programs (Read on Web)

5. 10/10 The Web as B2C Environment ecampus

Case: Priceline.com

Speaker: Adam Schwartz, CEO, CouponSurfer.com "The evolution of CouponSurfer"

6. 10/17 Business 2 Consumer and Business ecampus

Case: Drugstore.com
Reference Case: Dell Online
Read: CMR: Attractors, Building Mountains in the Flat Landscape of the World Wide Web

7. 10/24 E-comm Success/Providing the Tools for e-commerce Team Presentations... ecampus

Project Due/Pressentation: Exploring Web-Successes/E-commerce tools

(class will run from about 3:00 to 6:00 to give each team time to present)

8. 10/31 The Web as Banker and Broker... ecampus

Speaker: Ravi Agarwal, CEO, BizLand.com "The Click2Commerce Business Model"
Case/Topic: e-trade securities View site and competition on the Web

9. 11/7 B2B Community/Opportunities/Systems... ecampus

Case: VerticalNet.com

Speaker: Matt Flaherty, Highwired.net

Reference Site: highwired.net (on Web)

Reference: TRADE'ex: The Stock Exchange of the Computer Industry

10. 11/14 Keys to B2C/B2B Web-Site Success... ecampus
(This class will begin at 3:00 and end at 5:15)

Case: Insite Marketing Technology News More News
Speaker: Scott Walters, Traibreaker, "Virtual Systems"
Reference site: OrderTrust

11. 11/21 E-Comm architecture/The Web as "Community"... ecampus Speaker: Carl Lehmann, Meta Group "The World of Electronic Commerce"
Case: Open Market Inc.: The E-Commerce Wars 12. 11/28 New On-Line B2B Business Models... ecampus

Case: InPart
Reference Sites: The Morino Institute http://netpreneur.org http://knowledgeway.org/

13. 12/05 Course Wrap-up Part I and Team Final Presentations ecampus

1/2 of Teams will present -- class will run to 6:00
(...)
Course Wrap-up Part I

14. 12/12 Course Wrap-Up Part II and Team Final Presentations ecampus

1/2 of Teams will present -- class will run to 6:00
(...)
Course Wrap-up Part II