dmec01

Syl00s1

Rev June 26 2001

Babson College
F.W. Olin Graduate School of Business

Direct Marketing and E-Commerce
Fall 2001
Professor Larry Isaacson
Preliminary Course Outline –
Subject to Change
To See Assignments for each Class, Click on Class Number:
1 2 3 4 5 6 7 8 9 10 11 12 13 14
Course Blackboard
Course ecampus

Connect to Babson Library)

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

Clases 1-3: Introduction to Business Models, Direct and Non-Traditional Marketing
Classes 4-6: Business Models, B2C (Business-to-Consumer)
Classes 7- 8: Business Models, B2B (Business-to-Business)
Classes 9-13: Business Models, Mixed Models/New Strategy Models
Class 14: Final Team Presentations

1. 9/11 Introduction to the Course... Course Blackboard Course ecampus
Please note: The C&C case will be discussed in this first class. Please come prepared.

Introduction to the Course.

(Read)

Introduction to Business Models

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. 9/18 Direct/Catalog Marketing Success... Course Blackboard Course ecampus

Speaker: Joan Abrams, Wearguard Corp., "Catalog Marketing at WearGuard"

Case: Time-Life Inc. (A)

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

3. 9/27 Non-traditional Marketing and the Catalog/Web Connection... Course Blackboard Course ecampus

Speaker: Christine Drew, Babson Librarian Connect to Babson Library)
Case: QVC/iQVC
Reference Reading: 9 Key Steps To Developing And Managing Marketing Programs (Read on Web)

4. 10/2 The Web as Portal and B2C Opportunity/System... Course Blackboard Course ecampus

Case: Amazon.com: Exploiting thge Value of Digital Business Infrastructure
Read: HBS: Note on Marketing and the World Wide Web

5. 10/9 The Web as B2C Environmentand Platform... Course Blackboard Course ecampus

Discussion: How the Web Works. Why Portals?

Case: Yahoo! Business on Internet Time

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

Read: CMR: Attractors, Building Mountains in the Flat Landscape of the World Wide Web

6. 10/16 Retailing on the Web...

Case: Priceline.com

7. 10/23 Business 2 Business Course Blackboard Course ecampus

Case: Drugstore.com
Speaker: Ravi Agarwal, CEO, BizLand.com "The BizLand Business Model"

8. 10/30 Mixed Strategies... Course Blackboard Course ecampus

Case: Dell Online

9. 11/6 E-Investing...

Case: DLJ Direct: "Putting Our Reputation Online".

10. 11/13 Mixed Opportunities and Systems... Course Blackboard Course ecampus

Case: Bizrate.com

Speaker: Scott Walters, Traibreaker, "Virtual Systems"

Reference site: OrderTrust

11. 4/20 B2B/E-Comm architecture... Course Blackboard Course ecampus

Case: Open Market Inc.: The E-Commerce Wars
Case: VerticalNet.com

12. 11/27 B2B/Tools... Course Blackboard Course ecampus

Case: TellMe Networks, Inc
Speaker: Carl Lehmann, Meta Group "The World of Electronic Commerce"

13 12/4 New Networked Strategies Course Blackboard Course ecampus

Case: InPart.com

14. 12/11 Course Wrap-Up and Team Final Presentations Course Blackboard Course ecampus

All Teams will present
Course Wrap-up