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Rev sept 5, 1999

Babson College
F.W. Olin Graduate School of Business

"DIRECT MARKETING and E-Commerce"
Fall 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

1. 9/7 Introduction to the Course... ecampus
Please note: The C&C case will be discussed in this class. Please try to come prepared.

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

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. 9.14 Direct/Catalog Marketing Success... ecampus

Case: Calyx & Corolla (Con't)

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. 9/21 Non-traditional Marketing and the Catalog/Web Connection... ecampus

Case: Time-Life Inc. (A) (Con't)
Case: QVC/iQVC

4. 9/26 The Web as B2C Opportunity/System... ecampus

Case: Leadership Online: Barnes & Noble vs. Amazon.com
Read: HBS: Note on Marketing and the World Wide Web
Reference Reading: 9 Key Steps To Developing And Managing Marketing Programs (Read on Web)

5. 10/5 The Web as Portal, Source, Search Engine -- Plus... ecampus

Discussion: How the Web Works. Why Portals?

Case: Hotmail

Speaker: Derrick Egbert, DealStream To be re-scheduled...

6. 10/12 The Web as Banker and Broker... ecampus

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

7. 10/19 The Web as "Community"... ecampus Case: The Morino Institute/Netpreneur (on web)
Case: highwired.net (on Web)
Speaker: Adam Schwartz, CEO, CouponSurfer.com, Inc "The evolution of CouponSurfer" 8. 10/26 B2B Opportunities/Systems... ecampus

Speaker: *Ravi Agarwal, CEO, Click2Commerce.com "Developing the Click2Commerce Business Model"

Case: Dell Online

9. 11/2 Providing the Tools for e-commerce... ecampus

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

Case: Air Products ecampus

10. 11/9 Tools Presentations

Project Due: Exploring e-commerce Tools
Presentations
This will be a longer class to give teams enough time to present (Sorry!)

11. 11/16 Keys to B2B Web-Site Success... ecampus

Presentations
Presentation of Material by: Carl Lehman, Meta Group "The World of Electronic Commerce"

12. 11/30New On-Line B2B Business Models... ecampus

Case: InPart
Case: TRADE'ex: The Stock Exchange of the Computer Industry ecampus
Speaker: *Sandra King: The Future of New/Alternative Marketing Systems -- subject to change

13. 12/7 Course Wrap-up Part I and Team Final Presentations

Presentations
Speaker: *Scott Walters, Ordertrust/Traibreaker, "The Power of Virtual Systems

14. 12/14 Course Wrap-Up Part II and Team Final Presentations

Presentations

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