ELC 310 Day 20

Agenda Questions? Quiz 3 Graded –2–2 A’s, 2 B’s and 2 C’s –1–1 quiz left covering all of last text (Dec 8) Market Plans Graded –3–3 A’s, 2 B’s, 1 C’s –H–Had lots of great ideas but the ideas were poorly organized Two major assignments Left –C–Case study analysis of an existing case Week after break 10% (Nov 28 & Dec 1 ) –C–Creation of a case study 16% on Finals Day Case Study Proposals Due Nov 21 –L–Less than one page on the company you will be writing a case study on and where you will be getting the research. –B–Brick and mortar company that used a eMarketing strategy Starting today we will be in the text ebusiness.marketing –T–Today, Nov 10 Chap 1 & 2 –T–Tuesday Nov 14 Chap 2& 3 –F–Friday Nov 17 Chap 4

Discussion of Albert Text Explores impact of technology on traditional marketing models First 4 Chapters establish a conceptual framework for e-marketing and introduces analytic tools Chap provide case studies of 8 different companies Chap 13 & 14 explores the future of e-marketing and research methodologies

Case Study Analysis Deliverables – 15 min oral presentation in front of class Overview of Company Discussion of e-marketing goal or strategy Identification of primary Stakeholders Value Bubble analysis Discussion of perceived success or failure of e-Marketing goal or strategy – 5 min question and answer period with classmates and Instructor As a minima the student should be able to define the Key Terms and answer the Questions to Ask at the end of each case study – A PowerPoint presentation corresponding to the Oral Presentation Expectations – Student should be able to demonstrate a mastery of the material covered in first four chapters of the Albert Text and understand how the Case Study under analysis fits into the framework established in previous chapters. – Students should have read the case studies being presented by the other students and be able to ask intelligent questions of the presenter of the case study. – Every case study should prompt a class discussion of the issues raised in the Case Study

Grade Generation for analysis Four Components – Class Grade for Presenter 25% of Total Grade Average of the grades submitted by students – Presenter Grade for Class participation 25% of Total Grade Average of the grades submitted by presenter – Instructor Grade for Presenter 25% of Total grade – Instructor Grade for Class Participation 25% of Total Grade Grading Rubric for Presenter – Demonstrated Mastery of Case Study 30% – Understanding of How Case Study Fits 30% – Presentation effectiveness 20% – Quality of PowerPoint 20% Grading Rubric for Class Participation – Subjective interpretation 100%

For next class Look at Chaps 6-12 and decide which of these case studies you would like to analyze and present to the class – Students must collectively complete 6 of these cases – I will do the remaining 2 cases on Nov 21 Expect to occupy 20 minutes of class time for your presentation and discussion

Schedule for last days of class Today – Albert Chap 1 November 14 – Albert Chap 2 & 3 November 17 – Albert chap 4 November 21 – Instructor presentation of case study analysis (2) November 28 – Student Case study analysis presentations (3) December 1 – Student Case study analysis presentations (3) December 5 – Albert Chap 13 & 14 December 8 – Quiz 4 December (11-15?) in Finals week – Written Case study & presentations Due

Some marketing terms Direct marketing Branding Advertising Telemarketing Customer relations Public relations Channel Stakeholder Marketplace Profiling Market research – Demographics – Target market NPD – New Product development

Marketing Review The 5 P’s of Marketing (sometimes only four!) – Product – Price – Promotion – Placement – Planning

Background Why does e-Marketing exist? Role of Technology – Enabler – Database – Internet

Overview of E-Business Marketing Components of E-Business E-Business Marketing Concept Overview – Process to Create and Deliver Goods, Services, and Ideas – Valuable Exchange Process – Multiple Group Involvement Definition of e-Business Marketing Is History Repeating itself? – Newer Technologies have faster adoption rates Understanding technology and Technology Personnel – IT Departmental Orientation and Goals

E-Business Definition Five Components – E-Commerce (EC) – Business Intelligence (BI) – Customer Relationship Management (CRM) – Supply Chain Management (SCM) – Enterprise Resource Planning (ERP)

E-Business Components (page 4) E-Commerce Business Intelligence Customer Relationship Management Above the line is the customers’ perspective Below the line is a business perspective Supply Chain Management Enterprise Resource Planning

Kotler 2000 Marketing is societal process by which individuals and groups obtain what they need and want through creating, offering and freely exchanging products and services of value with others

AMA 1995 Marketing (management) is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services to create exchanges that satisfy individual and organizational goals.

Harrell and Frazier 1999 According to the marketing concept (philosophy), the purpose of marketing is to understand the needs and wants of the customers and to create customer value through satisfaction and quality more effectively and efficiently than competitors.

3 Common Themes of Marketing Process for creating and delivering goods, services and ideas to customers Based on Exchanges that are valuable to both the customer and the company Many groups involved in marketing concept

Marketing Concepts Three common themes – creation and delivery Customer service NPD Fulfillment – value-laden exchanges Price Value Add Market Differentiators – different groups (stakeholders) Integrated marketing communications Value Chain

Marketing Stakeholders Customers and potential customers Employees Investors Suppliers Partners

Mix and match Components – E-Commerce (EC) – Business Intelligence (BI) – Customer Relationship Management (CRM) – Supply Chain Management (SCM) – Enterprise Resource Planning (ERP) Concepts – creation and delivery – value-laden exchanges – different groups (stakeholders) The P’s – Price – Product – Promotion – Placement – Planning

Definition E-Business marketing is a concept and process of adapting the relevant and current technologies to the philosophy of marketing and its management. Growth – One billion people online – 10 million web sites – 80% of traffic goes to 0.4% of websites The paradox – mass-personalization – Consumer desire for privacy Historical perspective – Radio 38 – TV 13 – Internet 5

Is History repeating Itself? Radio in 1899 – Beginning of mass marketing, Branding – 38 years for 50 million households Televisions 1945 – 13 years for 50 million households PC 1960 – 16 years for 50 million households – CRM and database marketing Internet 1994 – 5 years for 50 million households

Role of IT Departments Importance Communication Task Forces/Committees – shared goals Seeks homeostasis Goal displacement