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Jan 21 | Jan
28 | Feb
4 | Feb
11 | Feb
18 | Feb
25 | Mar
4 | Mar
18
| Mar 25 | Apr
1 | Apr
8 | Apr
15 | Apr 22
| Apr 29 |
| Jan
21 |
Topic:
Course Introduction
|
|
Course
introduction.
Outline the course and make sure we are all on the same page.
Join Up and get to know each other.
Look ahead to assignment
due on January 28 ;start it by Thursday,
January 23.
Look ahead to assignment
due on February 11 and plan accordingly.
|
Jan
28  |
Topic:
Website Design Nuts & Bolts
|
| Reading |
WebMonkey
HTML Basics
(at http://hotwired.lycos.com/webmonkey/authoring/html_basics/)
CNET
HTML for beginners
(at http://builder.cnet.com/webbuilding/0-3881-8-5893399-1.html)
Friendly
reminder:
look ahead to assignment due on February 11.
|
| Tutorial |
(Class
to be held in the Center for Marketing Technology, Morison Hall.)
Gaurav Shah will guide us in this session. Gaurav is the Manager
of the Center for Marketing Technology (CMT). He received his
Bachelors Degree in Commerce from University of Bombay, India
and his MBA in Management Information Systems from Bentley College,
Waltham, MA.
Tools for creating a website using Macromedia's Dreamweaver
MX.
Uploading files to a server.
A 30 day free trial version of Dreamweaver MX is available at
http://www.macromedia.com/software/dreamweaver/
The academic price for this software package is $99-$129 (depending
upon retailer).
Please note that instructions
for creating a website using Macromedia Dreamweaver, the
premier website building software package, will be provided,
however, you are free to use any website development software
desired, such as Microsoft FrontPage, or HTML. Bentley College
has an extensive site license for FrontPage and a limited site
license for Dreamweaver. You are not required to purchase
a website development software package, however, student versions
are commonly available at attractive prices. A free thirty day
version of Dreamweaver is available at Macromedia.com.
|
| Assignment
Due |
Create
a Bentley College personal webpage account if you have never
done so -- see Instructions
(http://web.bentley.edu/resources/webpost.html).
This process may take a couple of days to complete, so plan
accordingly. At this time, you need not concern yourself with
anything else; simply get your personal webpage account authenticated.
|
| Feb
4
|
Website
Philosophy & Design
|
| Reading |
Internet
Marketing by Mohammed, Fisher, Jaworski and Cahill
Chapter 1
Chapter 16
Visit
Vincent Flander's Web
Pages That Suck (http://www.websitesthatsuck.com/)
Jakob Nielsen's Website useit.com
(http://www.useit.com/)
Don't Make
Me Think by Steve Krug (http://www.sensible.com/)
Look ahead to assignment
due on February 18 and plan accordingly.
|
| Presentation |
Chauncey
Wilson, Director, Design and Usability Center, Bentley College
|
| Assignment
Due |
1)
Best & Worst Website write-up due.
Write about website elements or processes that lead you to love
a website and those that lead you to intensely dislike a website.
You may chose to write about a single website that you love
and a single website that you intensely dislike, or elements
of websites that you love and elements of websites that you
intensely dislike. You may find it easier to mostly focus on
a particular type of website, such as retailer website(s), however,
you are welcome to cover liked/disliked elements or processes
from various types of websites.
2) Select a host for your website, create and upload
a homepage containing
at least your name and then email to me the
url of your website.
3) Email Team Project Roster.
|
| Feb
11 |
|
|
Reading
|
Articles
How
Can a Dot-Com Be This Hot? By Eryn Brown,
Fortune
Magazine, January 21, 2002
(http://www.fortune.com/fortune/technology/articles/0,
15114,370988,00.html)
E-Commerce
Looks for a Second Chance in 2002 By Mark W.
Vigoroso,
E-Commerce Times, January 16, 2002
(http://www.ecommercetimes.com/perl/story/?id=15844)
Owner
thrilled with town's sale on eBay By Reuters Limited
(http://www.ecommercetimes.com/perl/story/18746.html)
What
eBay Isn't Telling You A $300,000 con shows how easy it is
to
manipulate
the system. Is eBay coming clean about fraud? By David
H. Freedman,
Business
2.0, August 2002
(http://www.business2.com/articles/mag/0,1640,42194,FF.html)
|
| |
|
| Assignment
Due |
1)
Online Auction Buying write-up due.
Engage an online auction website, such as eBay,
Amazon
Auctions, Yahoo!
Auctions for a product (good or service) that you would
consider buying or will buy, and then participate in an online
auction for it.
Discuss your consumer-perceptions about the experience of using
an online auction to obtain the type of product you sought.
What types of important decisions did you make during the online
auction buying process, and how did you go about making them?
(For example, how did you decide which type of product to bid
on, and from whom you would purchase it?) Which aspects of the
process did you like, and why? Which aspects of the process
did you dislike, and why? Are there any conditions under which
you would recommend that a consumer use online auctions to acquire
products? Any "words of wisdom" to consumers who use,
or might use, online auctions to obtain products?
Some key notes about the exercise:
| a) |
You
may use any online auction site desired for this exercise.
|
| b) |
Winning
an auction is not a requirement for successfully completing
this exercise. If a current bid in an auction exceeds
your personal threshhold, then you need not bid in that
auction. Do not feel that you need to exceed any personal
bounds associated with this experience.
|
| c) |
Put
forth a sincere effort. Half-hearted bidding and the like
will not cut it. |
2) Email Project Report topic and timeline.
3) Email to me a brief paper describing
a) the topic you will cover in your
website,
b) why you selected this topic,
c) the format you will apply and anything
else you want to inform about your website.
|
| Feb
18 |
Consumer
Buying Decision Process
|
| Reading |
Internet
Marketing by Mohammed, Fisher, Jaworski and Cahill
Chapter 6
Articles
The
Entertainment Factor By Bret Lamperes
Business
Week, March 25, 2002
(http://www.businessweek.com/smallbiz/content/mar2002/sb20020325_7594.htm)
The
Rebirth of the Online Grocery By Jennifer LeClaire
E-Commerce
Times August 6, 2002
(http://www.ecommercetimes.com/perl/story/18887.html)
Customer
Service Counts By Amy Collins,
Business
2.0, March 21, 2001
(http://www.business2.com/articles/web/0,1653,15594,FF.html)
Online
Customer Service Found Lacking By Susan Stellin,
New
York Times, January 3, 2002
(http://www.nytimes.com/2002/01/03/
technology/ebusiness/03ONLI.html)
Ten
Things Customers Hate About You - Part 1 By Kimberly Hill
CRMDaily.com
August 15, 2002
(http://www.crmdaily.com/perl/story/19030.html)
Ten
Things Customers Hate About You - Part 2 By Kimberly Hill
CRMDaily.com
August 16, 2002
(http://www.crmdaily.com/perl/story/19043.html)
|
|
|
| Assignment
Due |
1)
Online Gift Giving write-up due.
Purchase online a gift for someone -- other than yourself --
and arrange for the gift to be delivered directly to the recipient
by February 15. Only engage establishments that will deliver
directly to an "other" person. In addition, if the delivery
is to someone who lives with you, you may not open the parcel.
Discuss for whom you purchased the gift, why you elected to
purchase a gift for this person or other living entity, your
decision process in selecting the good(s) or service(s) purchased,
the merchant you selected and the rationale for selecting this
merchant, any other important "though purchase stage" processes,
thoughts or feelings, and "post purchase stage" processes, thoughts
and feelings.
In general, how did this gift giving experience differ from
those which you have performed through other means, but still
had the process of a gift being sent to a recipient? What aspects
of online gift giving did you find were better and which did
you find were worse than alternative methods? Did using a predominantly
online process for gift giving constrain any of your gift giving
decision making, e.g., the type of gift to purchase, for whom
you would purchase the gift? What would you change about the
online gift giving events that you experienced?
Include a copy of your receipt and any emails or chats associated
with the exchange experience.
|
| Feb
25 |
|
| Reading |
Internet
Marketing by Mohammed, Fisher, Jaworski and Cahill
Chapter 9
|
| Presentation |
Ajit
Kambil, Senior Research Fellow and Associate Partner,
Accenture (Accenture.com)
|
| Assignment
Due |
eBay Selling
write-up due
Place up for auction on eBay an item that you would willingly
sell.
Prepare a write-up that details actions related to your auction
such as item selection, relevant research, conditions/facts,
results, analysis of results given the conditions/facts and
what you would do similarly and differently were you to offer
a similar auction again. The conditions/facts may be reported
in an exhibit and are to include details such as item description,
auction start date and time, auction end date, initial bid
price, type of auction, whether reserve was selected, whether
photo(s) were used, bid history, url of auction, any relevant
emails, etc. Include a snapshot of your auction page after
your auction is completed and any post auction details such
as payment, shipping, and feedback.
Your effort to sell the item is to be sincere. Faint efforts
to sell the item will result in a grade of zero (0) for this
assignment. This does not suggest that you need to select
a selling strategy which may result in your "giving away"
the item or selecting a strategy that is highly likely to
result in an unreasonable outcome, however, do not select
a strategy that at face value will knowingly be unsuccessful.
Failure to sell an auction item given a sincere effort along
with a sound strategy and process will not impact your grade.
In addition, successfully selling an auction item does not
the best possible assessment of your write-up.
You should place your item up for auction by February 15 in
order to give yourself enough time to allow the entire process
to run its course. (Unless you have prior experience with
eBay, I recommend that you wait to post your "selling"
auction until after our class discussion on auction buying,
which is scheduled for February 11.)
|
| Mar
4 |
|
| Reading |
Internet
Marketing by Mohammed, Fisher, Jaworski and Cahill
Articles
New
Economy: Privacy Concerns for Google Archive By Susan Stellin,
New York
Times, May 7, 2001
(http://www.nytimes.com/2001/05/07/technology/07NECO.html)
Bush
OK's Education Act With Privacy Clause, Tech Grants By Robert
MacMillan,
Newsbytes, January 8, 2002.
(http://www.newsbytes.com/news/02/173469.html)
Airport
Security Fails Test, CBSNews.com, February 27, 2002
(http://www.cbsnews.com/stories/2002/02/27/national/main502381.shtml)
(Electronic Privacy Information Center) Epic.org's
Face Recognition information
(http://www.epic.org/privacy/facerecognition/)
Epic.org,
Privacy.org,and
Privacy
Foundation are great resources
The Online Privacy Alliance includes mostly corporate entities
(www.PrivacyAlliance.org)
Keeping up to date on our dear friend eBay
Watchdogs
rap eBay policy changes By Troy Wolverton,
CNET
News.com, February 26, 2002
(http://news.com.com/2100-1017-845911.html?tag=cd_mh)
|
|
|
|
|
| Assignment
Due |
1)
Privacy Policy write-up due.
This paper has two main parts. First, discuss how closely you
typically review organizations' privacy policies and explain
why; and discuss how an organization's privacy policy affects
your decision to interact or transact with it and explain why.
Second, list, in an exhibit, the privacy policy for a firm of
which you are a happy customer; and discuss, in the paper, the
effectiveness of the privacy policy to you.
2) Email to me a 1-2 page paper update on your website
discussing
elements that have been completed and those
to be completed.
|
| Mar
18 |
|
| Reading |
Internet
Marketing by Mohammed, Fisher, Jaworski and Cahill
Chapter 12
Chapter 5 (bottom 178-198)
Articles
Perils
of the Customer Lost Between the Internet and the Store
By
Kimberly Hill, E-Commerce Times, January 24, 2002
(http://www.ecommercetimes.com/perl/story/15973.
html#story-start)
Personal
Business Diary: Unhappy E-Shoppers May Punish a Store
New York
Times, March 25, 2001
(http://www.nytimes.com/2001/03/25/technology/25PDIG.html)
Marketing
tool may be right mix for stores By Rachel Konrad
CNET
News.com, August 14, 2001
(http://news.com.com/2100-1017-
271552.html?legacy=cnet&tag=cd_pr)
How
the Bricks Conquered the Net By Keith Regan
E-commerce
Times, March 6, 2002.
(http://www.ecommercetimes.com/perl/story/16631.html)
|
| Case |
Eddie
Bauer
|
| Mar
25 |
Customer
Relationship Management and Branding
|
| Reading |
Internet
Marketing by Mohammed, Fisher, Jaworski and Cahill
Chapter 7
Chapter 11
Chapter 13
Articles
Study:
Community Pays Off for E-Commerce Sites By Keith Regan,
E-Commerce
Times, January 4, 2002
(http://www.ecommercetimes.com/perl/story/?id=15609)
Five
Signs a Customer Is Jumping Ship By Kimberly Hill
CRMDaily.com
March 6, 2002
(http://www.crmdaily.com/perl/story/16630.html)
|
|
|
| Assignment
Due |
Online
Community write-up due.
Become an active and regular participant in online community
of your choice. Describe the community. What prompted you to
participate in this community? What are the benefits and costs
of membership and participating in this community? In what types
of activities do you engage? What types of topics, activities,
or comments interest you most? What motivates you to contribute
to and continue in this community? Are there any patterns to
how you chose to contribution to this community? How has being
a member of this community affected you?
Also, email to me a Team Project progress/status report.
|
| Apr
1 |
|
| Reading |
Internet
Marketing by Mohammed, Fisher, Jaworski and Cahill
Chapter 10
Articles
More
People Went Online to Talk and Send Greetings Than Shop
By
John
Schwartz, New York Times, January 8, 2001
(http://www.nytimes.com/2001/01/08/technology/08NECO.html)
|
| Presentation |
Michael
J. Katz, Founder, Blue Penguin Development
|
| Assignment
Due |
Effective eCommunications write-up due.
Identify type(s) or form(s) of Internet communications that
you have personally found effective. Discuss why they were effective,
including situations or contexts in which these communications
were or would be effective.
Similarly, identify types or forms of Internet communications
that you have personally found ineffective. Discuss why they
were ineffective, including situations or contexts in which
these communications were or would be ineffective.
Include specific examples as exhibits when possible.
|
| Apr
8 |
|
| Reading |
Internet
Marketing by Mohammed, Fisher, Jaworski and Cahill
Chapter 4
Chapter 17
|
|
|
| Assignment
Due |
Final
version of Personal Website due.
|
| Apr
15 |
|
| Reading |
Internet
Marketing by Mohammed, Fisher, Jaworski and Cahill
|
|
|
| Apr
22 |
|
| Assignment
Due |
Final
Team Project Reports due at the beginning of class.
|
| Apr
29 |
|
| |
|
Textbook:
Mohammed, Rafi, Robert J. Fisher, Bernard J. Jaworski and Aileen
M. Cahill (2002), Internet Marketing: building advantage in a
networked economy McGraw Hill: New York.
|
