dmec00

Syl00s1

Rev March 14, 2001

Babson College
F.W. Olin Graduate School of Business

Direct Marketing and E-Commerce
Spring 2001
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. 1/29 Introduction to the Course... 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) Class of 2/5 cancelled due to snow will be made up by lengthening other classes

2. 2/12 Direct/Catalog Marketing Success... Course 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. 2/19 Non-traditional Marketing and the Catalog/Web Connection... Course ecampus

Case: QVC/iQVC
Speaker: Ravi Agarwal, CEO, BizLand.com "The Click2Commerce Business Model"
Reference Reading: 9 Key Steps To Developing And Managing Marketing Programs (Read on Web)

4. 2/26 The Web as Portal and B2C Opportunity/System... Course ecampus

Discussion: How the Web Works. Why Portals?
Case: Hotmail
Speaker: Adam Schwartz, CEO, CouponSurfer.com "The evolution of CouponSurfer"
Read: HBS: Note on Marketing and the World Wide Web

5. 3/5 (Cancelled for snow -- to be made up) The Web as B2C Environment... Course ecampus

Case: Priceline.com

Speaker: Christine Drew, Babson Librarian Connect to Babson Library)

6. 3/9 Friday Evening Cancelled for snow

7. 3/12 12 (Long Class)E-comm Success/Providing the Tools for e-commerce Team Presentations... Course ecampus

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

8. 3/26 Business 2 Consumer and Business Course ecampus

Case: Priceline.com
Read: CMR: Attractors, Building Mountains in the Flat Landscape of the World Wide Web
Speaker: Scott Walters, Traibreaker, "Virtual Systems"
Reference site: OrderTrust

9. 4/2 B2B and B2C... Course ecampus

Case: Dell Online
Case/Topic: e-trade securities View site and competition on the Web

10. 4/9 B2B Community/Opportunities/Systems... Course ecampus

Case: VerticalNet.com

Case: Drugstore.com

11. 4/16 E-Comm architecture... Course ecampus Case: Open Market Inc.: The E-Commerce Wars 12. 4/23 Keys to B2C/B2B Web-Site Success... Course ecampus

Case: Insite Marketing Technology News More News
Reference Site: NetGenesis.com
Speaker: Carl Lehmann, Meta Group "The World of Electronic Commerce"

13 4/30 Infrastructure/New On-Line B2B Business Models... Course ecampus

Building and Marketing Tools
Case: InPart
Reference Sites: The Morino Institute http://netpreneur.org http://knowledgeway.org/
Reference Site: highwired.net (on Web)

14. 5/7 (Long Class) Course Wrap-Up and Team Final Presentations Course ecampus

All Teams will present
Course Wrap-up