1. ELC 310
Day 19

2. Agenda Questions? Market Plans Graded Two major assignments Left
3 A’s, 3 B’s, 2 C’s, 1 D and 2 non-submits
Should have seen better results
Two major assignments Left
Case study analysis of an existing case
Week after break 10%
Creation of a case study
Last week of the semester 16%
Case Study Proposals Due Nov 29
Less than one page on the company you will be writing a case study on and where you will be getting the research.
Brick and mortar company that used a eMarketing strategy
Starting today we will be in the text ebusiness.marketing
Today, Nov 16 Chap 1 & 2
Friday, Nov 20 Chap 3 & 4

3. Case Study Possibilities
Marshall Industries
Charles Schwab
K-mart (or Wal-Mart)
Sears
GM (or Ford or Chrysler)
e-bay
Monster. COM

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

5. Case Study Analysis Deliverables Expectations
20 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

6. 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
Average of the grades submitted by presenter
Instructor Grade for Presenter
25% of Total grade
Instructor Grade for Class Participation
Grading Rubric for Presenter
Demonstrated Mastery of Case Study %
Understanding of How Case Study Fits 30%
Presentation effectiveness %
Quality of PowerPoint %
Grading Rubric for Class Participation
Subjective interpretation %

7. For next class Read Albert Chapters 1-4
Look at Chaps 6-12 and decide which of these case studies you would like to analyze and present to the class
Can either be a team (2) or individual
Students must collectively complete 7 of these cases
9 students means only 2 teams of two
Expect to occupy 20 minutes of class time for your presentation and discussion
More for teams

8. Schedule for last days of class
Today
Albert Chap 1
November 18
Albert Chap 2 & 3
November 22
Albert chap 4
November 29
Instructor presentation of case study analysis
December 2
Student Case study analysis presentations
December 6
Student Case study analysis presentations
December 9
December 13
Albert Chap 13 & 14
December 16
Written Case Studies Due
Quiz 4
December 22 in Finals week at 3PM
Case study presentations

9. 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

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

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

12. 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-eBusiness Marketing
Is History Repeating itself?
New Technologies have fast adoptations rates
Understanding technology and Technology Personnel
IT Departmental Orientation and Goals

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

14. 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

15. 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

16. 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.

17. 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.

18. 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

19. 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

20. Marketing Stakeholders
Customers and potential customers
Employees
Investors
Suppliers
Partners

21. Mix and match The P’s 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

22. 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
Internet 5

23. 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

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