dmec00

Syl00s1

Rev mar27 2000

Babson College
F.W. Olin Graduate School of Business

"DIRECT MARKETING and E-Commerce"
Spring 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. 1/31 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 icampus 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. 2/7 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. 2/14 Non-traditional Marketing and the Catalog/Web Connection... ecampus

Case: QVC/iQVC

4. 2/21 The Web as B2C Opportunity/System... ecampus

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. 2/28 The Web as Portal, Source, Search Engine -- Plus... ecampus

Discussion: How the Web Works. Why Portals?

Case: Hotmail

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

6. 3/6 The Web as Banker and Broker... ecampus

Topic: e-trade securities View site and competition on the Web
Case: Dell Online
Read: CMR: Attractors, Building Mountains in the Flat Landscape of the World Wide Web

7. 3/13 The Web as "Community"... ecampus Case: The Morino Institute http://netpreneur.org/http://knowledgeway.org/ (on web)
Case: highwired.net (on Web) 8. 3/27 E-comm Success/Providing the Tools for e-commerce... ecampus

Project Due: Exploring Web-Successes

Project Due: Exploring E-Commerce Tools

(class will run to 9:30)

9. 4/3 B2B Opportunities/Systems... ecampus

Presentations: Group of Four, Kale, Smarter Kids. E-Bay

Speaker: *Ravi Agarwal, CEO, BizLand.com "The Click2Commerce Business Model"

10. 4/10 Business 2 Business ecampus

Presentation: The Razorfish Approach: Cheryl Cotney and Matt McCann
Case: Air Products ecampus
Case: TRADE'ex: The Stock Exchange of the Computer Industry ecampus

11. 4/17 Keys to B2B Web-Site Success... ecampus

Case: InPart
Presentation: *Carl Lehmann, Meta Group "The World of Electronic Commerce"

12. 4/24 New On-Line B2B Business Models... ecampus

Case: OrderTrust (Website Only)
Speaker: *Scott Walters, Traibreaker, "Virtual Systems"
Course Wrap-up I

13. 5/1 Course Wrap-up Part I and Team Final Presentations ecampus

1/2 of Teams will present -- class will run to 9:30
(MOJO, Smarter Kids, e-bay, Big Red, KALE, Team One)
Course Wrap-up Part I

14. 5/8 Course Wrap-Up Part II and Team Final Presentations ecampus

1/2 of Teams will present -- class will run to 9:30
(GHC2M, dotcom, Team Blue, Team of 4, e-music)
Course Wrap-up Part II