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Rev Aug 27, 1999

Babson College
F.W. Olin Graduate School of Business

"DIRECT MARKETING and E-Commerce"
Summer 1999
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

Please note that class #12 will be held on Friday August 13.

1. 7/7 Introduction to the Course...

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

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Read: 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. 7/12 Direct/Catalog Marketing Success...

Speaker: Joan Abrams, Wearguard Corp., "Catalog Marketing Success"

Case: Time-Life Inc. (A)

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

3. 7/14 Non-traditional Marketing and the Catalog/Web Connection...

Case: QVC/iQVC ecampus
Case: Edmund's--www.edmunds.com ecampus
Speaker:

4. 7/19 The Web as B2C Opportunity/System...

Case: virtual vineyards ecampus
Read: HBS: Note on Marketing and the World Wide Web
Reference Reading: 9 Key Steps To Developing And Managing Marketing Programs (Read on Web)
Speaker: Sandra King: The Future of New/Alternative Marketing Systems To be re-scheduled

5. 7/21 The Web as Portal, Source, Search Engine -- Plus...

Discussion: How the Web Works. Why Portals?

Case: USA Today Online

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Note: Living on Internet Time: Product Development at Netscape, Yahoo!, NetDynamics, and Microsoft

6. 7/26 The Web as Banker and Broker...

Case: e-trade securities ecampus
Read: CMR: Attractors, Building Mountains in the Flat Landscape of the World Wide Web

7. 7/28 The Web as "Community"... Case: The Morino Institute/Netpreneur ecampus
Case: highwired.net
Read: HBS: The Real Value of On-Line Communities 8. 8/2 Providing the Tools for e-commerce...

Case: Air Products

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Case: VeriFone--1997

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Case: OrderTrust (See Web www.ordertrust.com)

Case: Bronner Slosberg Humphrey

9. 8/4 B2B Opportunities/Systems...

Speaker: Scott Walters, Ordertrust, "The Power of Virtual Systems"

Speaker: Carl Lehman, Meta Group "The World of Electronic Commerce"

10. 8/9 Keys to B2B Web-Site Success...

Case: Dell Online ecampus
Speaker: Ravi Agarwal, CEO, Click2Commerce "Developing the Click2Commerce Business Model"
Project #1/#2 Due: Exploring e-commerce Tools or Exploring Web-Successes

11. 8/11 B2B Vertical Trading...

Case: TRADE'ex: The Stock Exchange of the Computer Industry ecampus
Speaker: Adam Schwartz, CEO, CouponSurfer.com, Inc "The evolution of CouponSurfer"

12. 8/13 Friday New On-Line B2B Business Models...

Case: InPart ecampus

13. 8/16 Course Wrap-up Part I and Team Final Presentations

14. 8/18 Course Wrap-Up Part II and Team Final Presentations

Speaker: Jim Levitt, Kennedy School, "Non-Profit Communities and the Internet" To be re-scheduled