ELC 310

Day 20

Agenda

Questions? Quiz 3 Graded

– 2 A’s, 2 B’s and 2 C’s– 1 quiz left covering all of last text (Dec 8)

Market Plans Graded– 3 A’s, 2 B’s, 1 C’s– Had lots of great ideas but the ideas were poorly organized

Two major assignments Left– Case study analysis of an existing case

Week after break 10% (Nov 28 & Dec 1 )– Creation of a case study

16% on Finals Day Case Study Proposals Due Nov 21

– 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 10 Chap 1 & 2– Tuesday Nov 14 Chap 2& 3 – 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 5 -12 provide case studies of 8 different companies

Chap 13 & 14 explores the future of e-marketing and research methodologies

http://www.sandlight.com/albert/ebizNow.html

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