dmec6

SylDM7

Rev August 26, 1998

Babson College
F.W. Olin Graduate School of Business
"DIRECT MARKETING and E-Commerce" Summer 1998 Professor Larry Isaacson Preliminary Course Outline – Subject to Change To See Assignments for Class/Week, Click on Week: 1 2 3 4 5 6 7 8 9 10 11 12 13 14 (Go to icampus Discussion Base or Polling) Go to Course Newspaper: the Babson WebTreneur (Submit Homework) Contact Babson Library)
1. Monday 7/6 Introduction to the Course...

Introduction to the Course.

(Read)

Course Requirements. (Read Announcements)

Grading.

(Read Announcements)

Introduction to icampus. (Read Announcements)

Introduction to the Variety of Direct Marketing Methods.

Case:

Calyx & Corolla

(Ass't) (Discuss)

(Poll)

Read: Note on The Mail Order Industry

Reference Reading: Note on Case Analysis and Classroom Discussion (Read on Web) 2. Wednesday 7/8 Direct Marketing -- with a Twist...

Case

QVC

(Ass't) (Discuss)

(Poll)

Reference Reading: Introduction to the Elements of Marketing

(Read on Web)

Discussion of Term Projects and Final Exam: Project Definition. (Read Announcement)

3. Friday 7/10 Traditional Direct Marketing... Speaker: Bob Seville "Direct Marketing Techniques" NEW
Case: Time-Life Inc. (A) (Ass't) (Discuss) (Poll) 4. Monday 7/20 The Catalog/Web Connection...

Case: Edmund's--www.edmunds.com

(Ass't) (Discuss)

(Poll)

5. Wednesday 7/22 The Web as Source, Search Engine, and Consumer Catalog -- Plus...

Speaker: Derrick Egbert, "Catalog Success" NEW

Discussion: How the Web Works

Examples: e-mail, corporate sites, malls, news (WSJ, NY Times) city sites (Boston.com), travel (Traveocity, etc.)

Case: virtual vineyards (Ass't) (Discuss)

(Poll)

6. Friday 7/24 The Web as Stock Broker...

Case: E-Trade/E-Schwab

(Ass't) (Discuss)

(Poll)

Read: HBS: Note on Marketing and the World Wide Web

Reference Reading: 9 Key Steps To Developing And Managing Marketing Programs (Read on Website)

7. Monday 7/27 The Web as a Business Catalog -- Plus...

Case: Dell Online

(Ass't) (Discuss)

(Poll)

Reference Case: MicroAge

8. Wednesday 7/29 The Business Web-Site -- Keys to Success (and Failure)...

Case: Air Products

(Ass't) (Discuss)

(Poll)

Read: TBA

9. Monday 8/3 Creativity in Direct Marketing/The Role if the "Portal" Site...

Alan Rosenspan "Creativity and Direct Marketing" NEW

Case/Note: Living on Internet Time: Product Development at Netscape, Yahoo!, NetDynamics, and Microsoft (Ass't) (Discuss) (Poll)

Freference Case: American Online: Using Information Technology to Better Serve the Customer
Reference Case: Microsoft Goes Online: MSN--1996Discussion/Preparation for Final Presentations on Wednesday 8/19.

10. Wednesday 8/5 The Web as EDI and Business-to-Business Market-Maker...

Speaker: Chris MacPhail, wiredmarkets.com, "Business-to-Business Web" NEW

Case: chemdex.com

Case: TRADE'ex: The Stock Exchange of the Computer Industry (Ass't) (Discuss)

(Poll)

Reference Case: American Hospital Supply ASAP

11. Monday 8/10 The Web as "Community"...

Case: The Morino Institute/Netpreneur

(Ass't) (Discuss)

(Poll)

Case: highwired.net

(Ass't) (Discuss)

(Poll)

Read: HBS: The Real Value of On-Line Communities (To be distributed)

12. Wednesday 8/12 Providing the Tools for e-commerce... Case: VeriFone--1997 (Ass't) (Discuss) (Poll)
Case: OrderTrust (Being developed)
Read: TBA 13. Monday 8/17 Providing the Tools for e-commerce...

Team Presentations

14. Wednesday 8/19 Term Presentations/Final...

Team Presentations

Speaker: Jason Alexander -- BankBoston NEW