E-business and E-marketing
Lecturer:
Doc. RNDr. Michal Greguš, PhD
Mgr. Andrea Studeničová
Date: 2012-2013, summer term
Detailed syllabus (6 credits)
1) Introduction to E-marketing
a.
b.
c.
d.
What is e-marketing?
New rules for the digital economy?
E-marketing challenges and opportunities
Comparing Web to other marketing channels
2) Internet User Characteristics and Behavior
a.
b.
c.
d.
e.
f.
Customers in the 21st century
Market segmentation
E-marketing segments
Consumer navigation behavior
Country profiles
Internet marketing research
3) Marketing Knowledge
a.
b.
c.
Marketing databases and data warehouses
Data analysis and distribution
Online privacy
4) E-Marketing Strategies
a.
b.
c.
d.
B2C
B2B
B2B2C
G2B
5) Product and Pricing Online
a.
b.
c.
d.
e.
f.
g.
h.
i.
j.
k.
l.
Creating customer value online
E-marketing solutions based on new technology
Enablers, application service providers, VSPs (Vertical service providers)
Electronic data interchange,
Collaboration platforms,
E-learning
Multimedia, convergence
Branding strategies
Taxonomy for Internet products
Is the Internet an efficient market?
E-business pricing models: segmented pricing, negotiation
Online pricing strategies
6) Distribution
a.
b.
c.
d.
e.
f.
g.
h.
i.
j.
Distribution functions
Distribution channels online
Disintermediation and Reintermediation
Length of distribution channels
Power relationships among channel players
E-commerce models
Content sponsorship
Direct selling
Intermediary models: the brokerage model, agent models, e-tailing
Logistics
7) E-Marketing Communication
a.
b.
c.
d.
e.
f.
g.
h.
Integrated marketing communication online
IMC e-business models
Content publishing
Community building
Online advertising
Online sales promotions
Direct e-mail and viral marketing
The net as a medium, including measurement metrics
8) Customer Relationship Management
a.
b.
c.
d.
e.
Building Customer Relationships
CRM Customization Tools: e-mail, Web site customization, Intranet, Extranet, data mining,
Real-time profiling, agents, Web log analysis, cookies, collaborative filtering
Building Partnerships through Community
Guarding customer privacy
9) The Internet Marketing Plan
a.
b.
c.
d.
e.
f.
g.
h.
A Multistep E-Marketing Plan
The Venture Capital E-Marketing Plan
Conducting a situation analysis
Designing e-marketing mix strategies
Creating an action plan
Budgeting for e-marketing
Evaluating the plan
Selling the Plan
10) Leveraging Technology
a.
b.
c.
d.
e.
f.
g.
h.
i.
Product Technologies
Building a Web Site: Multimedia, Database Marketing, Computer Viruses, Denial of Service Attacks
Price Technologies: Shopping Agents
Distribution Technologies: Bandwidth and Market Opportunities, Content Filtering,
Transaction Security
IMC Technologies: Site Rating Services, Proxy Servers and Cache,
Leveraging Search Engines
Work, Privacy, Log Files, and Cookies, Rotating and Targeted Ad, Banners
Relationship Marketing Technologies
11) Applications: Success and failure?
a.
b.
c.
d.
Amazon.com and B2C
eBay and classified sales
Yahoo
E-trading
12) Online Ethics and Law
a.
b.
c.
d.
e.
f.
g.
h.
i.
Codes of Conduct
Privacy: Background in Law and Ethics
Privacy: Digital Concepts
Copyright, Patent and Trademark Law
Hyperlinks, Metatags, and Framing
Cyber-Squatting, Domain Names and Site Development Issues
Expression and Defamation
Spam
Jurisdiction and other pending problems
Evaluation of this subject can be obtained fulfilling the
following two conditions:
1.
The student will prepare a presentation on the assigned topic from e-business, emarketing or e-commerce in general. (This must not be any advertising presentation
on software commercial product or company). I recommend that the presentation is
to be done in two-or three-student team. Presentation can be on the assigned topic,
or you can send me a proposal with a short outline of the proposed presentation for
approval. The presentation must be presented in front of the whole class during the
semester (and submitted to me in advance in electronic form). The length of
presentation in the case of a two-student team should be about 25 minutes, the team
consisting of three students for about 35 minutes. The presentation must be prepared
and realized during the semester on assigned dates. (at seminars)..
or, as an alternative
web site for an e-shop or on-line marketing research questionnaire, etc.
2.
Student is assigned four questions (take-home exam), each should be answered
thoroughly on in average at least two and a quarter of a page (i.e. a total of at least
nine pages or 16200 characters). Responses should be forwarded in the format MSWord document - sent to andrea.studenicova@fm.uniba.sk, not later than at the end
of April.
Assigned questions can be sent to a student on request via e-mail.
Questions
The questions that follow are the type of the questions assigned to students as a take
home exam. (usually four questions are assigned and answers should be at least
nine pages of text long).
1. Describe how the Internet and the World Wide Web have impacted e-commerce.
2. Outline what should be done with a Web site to gain audience interest.
3. List what is important in motivating customers to take action (buy online, etc.).
4. Explain distribution in relationship to e-commerce.
5. Explain the -strategies e-businesses are using to create value for customers.
6. Compare and contrast how e-commerce is being used as a strategic tool by eretailers and traditional retailers.
7. Describe how online communities are targeting individuals and what it takes to
make a successful online community.
8. Describe how businesses are using data and new technologies to gain competitive
advantages.
9. Explain the importance of brand names of e-business.
10. Explain how e-businesses are organizing themselves to compete.
11. List and describe the major legal issues related to e-business.
12. Describe the importance of quality online customer service.
13. Explain the importance of long-term customer relations in e-business.
14. Explain how you would measure the value of the web site.
15. Explain how Google has attained its success.
16. Discuss the various online marketing communications efforts that exist through
the use of sponsorship and affiliate deals
17. What are Web transaction logs, and how do they work in combination with
registration forms, shopping cart databases, cookies, and Web bugs to help firms
understand how customers behave online?
18. What are the values or benefits of search engine marketing? Describe the types
of search engine marketing that exist
19. Define the term industry structure and discuss the ways the Internet and ecommerce have changed the five forces that characterize industry structure
And some more questions:
Question 20: One of your customers complains about the delivery of goods that she claims
she did not order.
(a) What is needed to establish that a contract actually existed?
(b) What other information is it useful to keep about your customers, and what could you use
it for?
(c) Describe some of the problems of anonymous payment schemes such as digital cash.
Where might they be useful?
(d) What recourse would the customer have if she had paid using such a system, and how
would you detect whether such a complaint was fraudulent?
Question 21: A company proposes to introduce a new e-mail service, one with a small
postage charge for each message. It is believed that by charging for each message sent the
amount of spam will be reduced.
The response rate for spam is about 0.005%, that is about five in a hundred thousand
messages elicit a positive response.
(a) Estimate a price that might economically discourage spam.
(b) Describe approaches to handling the micro-payments involved.
(c) What is meant by a network externality, and how might it be overcome in this case?
(d) The postage charges might be credited to the recipient, less a handling fee. Describe a
mechanism for this.
Question 22: It is said that the Internet played a significant role in the US presidential
election. You are asked by a major UK political party to advise them on their Internet policy
and associated website. The party has about 200,000 members, each paying a fee of £25 per
annum. Its total annual income, mainly from donations, is about £20M. The UK has about 46
million people registered to vote. There are about 646 parliamentary constituencies.
(a) Describe in brief bullet points the key elements of your proposed Internet strategy.
(b) Draw an outline block diagram of the architecture that would be needed.
(c) Make and justify some estimates of the size and cost for its implementation.
(d) Outline relevant regulations.
Question 23: Suppose that the annual fixed cost of operating and maintaining a merchant
web site is $100,000. The only source of traffic for your site is a pay-for-performance referral
site that charges you 25 cents for each click through. If the average value of a sale is $50.00
at this site what is the number of referrals that will be necessary to breakeven? You may
assume that the site’s average variable operating expense is 15% of sales, the site’s
conversion rate is 20% and the margin on the merchandise sold is 40%.
Possible topics for presentations
E-marketing planning
E-marketing environment
Accumulation of online marketing knowledge
Online consumer behavior
E-marketing strategies
Viral marketing
And so like...
Describe the background, current and future potential of e-marketing, e-business models, e-marketing
process, and different types of e-marketing strategies.
Analyze the e-marketing environment and opportunity, online consumer behavior, and information
collected from Internet sources
Explain the impact of Internet and how it changes the traditional marketing in the aspects of
segmentation, targeting, differentiation, positioning, product, price, distribution, communication and
customer relationship management
Design e-marketing plan for a real company.
Literature
1. Kenneth Laudon, Carol Guercio Traver: E-Commerce 2009 Business,
Technology, Society(5th Edition) , Prentice Hall; 5 edition, 2008, ISBN-10:
0136007112
2. Fellenstein, C., Wood, R.: Exploring E-commerce, Global E-business, and Esocieties, Prentice Hall PTR, 2000
3. Turban E., Leidner D., McLean E., Wetherbe J., Information Technology for
Management: Transforming Organizations in the Digital Economy, 5th
Edition, Wiley, New York 2006. ISBN: 978-0-471-70522-2
4. Knight P., Vysoce efektivní marketingový plán, Grada, Praha 2007, ISBN 97880-247-1999-3
Contact Information:
Doc. RNDr. Michal Greguš, PhD
: +421 (2) 50117488, +421 (2) 50117487
Office: 3rd floor office no. 325
Faculty of Management, Comenius University in Bratislava
Ul. Odbojárov 10
820 05 Bratislava 25
|Slovak republic
Web: http://www.fm.uniba.sk
E-Mail: michal.gregus@fm.uniba.sk
Mgr. Andrea Studeničová
:+421 (2) 50117456
Office: 3rd floor office no. 332 B
Faculty of Management, Comenius University in Bratislava
Ul. Odbojárov 10
820 05 Bratislava 25
|Slovak republic
Web: http://www.fm.uniba.sk
E-Mail: andrea.studenicova@fm.uniba.sk