Syl00s1
Rev Dec 28 2001
Babson College
F.W. Olin Graduate School of Business
Direct Marketing and E-Commerce
Spring 2002
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
ecampus
Course
BlackBoard
Connect to
Babson Library)
The course is divided roughly into five main inter-related sections:
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Clases 1-3: Introduction to Business Models, Direct and Non-Traditional
Marketing
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Classes 4-6: Business Models, B2C (Business-to-Consumer)
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Classes 7- 8: Business Models, B2B (Business-to-Business)
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Classes 9-13: Business Models, Mixed Models/New Strategy Models
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Class 14: Final Team Presentations
1. 1/23 Introduction to the Course... Course
ecampus Course
BlackBoard
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 e-campus and Blackboard 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. 1/30 Direct/Catalog Marketing Success...
Course
ecampus Course
BlackBoard
3. 2/06 Non-traditional Marketing and the Catalog/Web
Connection... Course
ecampus Course
BlackBoard
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. 2/13 The Web as Portal and B2C Opportunity/System...
Course
ecampus Course
BlackBoard
Case: Amazon.com: Exploiting
thge Value of Digital Business Infrastructure
Read: HBS: Note on Marketing and the World Wide Web
5. 2/20 The Web as B2C Environmentand
Platform... Course
ecampus Course
BlackBoard
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. 2/27 Retailing on the Web... Course
ecampus Course
BlackBoard
Case: Priceline.com
7. 3/6 Business 2 Business...Course
ecampus Course
BlackBoard
Case: Drugstore.com
8. 3/13 Mixed Strategies... Course
ecampus Course
BlackBoard
9. 3/27 Mixed Opportunities and Systems...
Course
ecampus Course
BlackBoard
10. 4/3 B2B/E-Comm architecture... Course
ecampus Course
BlackBoard
Case: Open Market Inc.:
The E-Commerce Wars
Case: VerticalNet.com
11. 4/10 E-Investing...
Case: DLJ Direct:
"Putting Our Reputation Online".
12. 4/17 B2B/Tools... Course
ecampus Course
BlackBoard
Case: TellMe Networks, Inc
Speaker: Carl Lehmann, Meta
Group "The World of Electronic Commerce"
13. 4/24 New
Networked Strategies Course
ecampus Course
BlackBoard
Case: InPart.com
14. 5/1 Course Wrap-Up and Team
Final Presentations Course
ecampus Course
BlackBoard
All Members of All Teams will present
Course Wrap-up