This class provides the theoretical foundations necessary for understanding e-Commerce, how it is being conducted and managed, and what the major opportunities, limitations, issues and risks are in terms of assessing opportunities in the marketplace and managing everyday transactions. In order for the marketing student to grasp the complexities of these issues in the real business world, each student will be assigned to a special project group that will design and create an integrated e-Commerce business plan for a newly developed online company.
Each team will be assigned a type of online business model. The e-Commerce marketing plan should assist marketers with determining:
1) the appropriate online business model based on technology requirements, user interaction, & online marketing strategies (20%);
2) demonstrate an understanding of the changing roles and values of intermediaries in online transactions (20%);
3) explain how EC marketing applications facilitate inter-organizational; intra-organizational & customer transactions (20%);
4) demonstrate choice of online market segmentation strategies and buyer behavior based on client needs (20%);
5) defend use of banner ad placements and search engine indexing strategies (10%); and
6) identify key market research analytical tools used to assess effectiveness of online advertising and branding strategies (10%).
Project Concept:
Each special project group will function as a marketing design team that will meet on several occasions to determine project requirements. Each group will be responsible for creating the appropriate e-Commerce business model, as part of the integrated e-Commerce marketing plan. Strategic market planning is a process directed towards making decisions with tomorrow in mind.
As such, strategic market planning is a means of preparing for future decisions so that a firm can rapidly and economically, start and move forward with as little disruption to the business as possible. Proper strategic market planning can provide considerable benefits to start up firms, especially those firms requiring substantial financial backing or are involved in highly turbulent or changing environments online. Proper strategic market planning can act as a road map to guide long term plans, assist in strategy implementation, and encourage better use of resources.
Project Criteria:
Each team will develop an appropriate business model for a start-up company in the online marketplace. Review current academic, business, marketing, consumer and technology trends to assist in the idea generation phase of the project starting at www.ceoexpress.com or similar type popular press Web sites, www.msnbc.com or other business magazines online, or search engines like www.yahoo.com.
Follow up with research using more newspaper and magazine articles such as the Wall Street Journal or Emarketer, academic publications similar to the Journal of Interactive Marketing, business and industry resources like Business 2.0, corporate information, and government sources. A key component of an integrated e-Commerce marketing plan is to know the market and develop a Web presence that capitalizes on this knowledge.
The report will essentially cover the assessment criteria in the e-Commerce Marketing Plan (handouts) and include a cover page, table of contents, executive summary, e-Commerce marketing plan with subsections, bibliography and appendix (if applicable). The report should be type-written, 25 pages (double-spaced), and all bibliographic references should be properly cited using MLA format. There should be a minimum of ten sources used.The group project paper is due at the beginning of week ten. Group project presentations will be scheduled throughout week ten during regular class (8%). Each group will submit their integrated e-Commerce marketing plan to the class in a professional presentation format. Appropriate visual, handouts, and professional dress are expected. Each group member must present to receive credit. Each presentation will run twenty minutes with questions. Each group member will have an opportunity to evaluate the overall performance and contributions made by the other group members. The written project is worth 25%, and group evaluation covers 5%, equaling 25% of the overall total grade.
Suggested Project Schedule:
Week 2 Project and group assignments. Meet with group. Determine research agenda and individual assignments. Week 4 Determine appropriate business model for firm utilizing the text, course materials and external research. Meet with group. Review research results and determine next project phase and written project layout. Week 6 Write first draft of each project section and determine additional research needs. Compile project sections and edit, insert additional research and meet with group. Week 8 Turn in project draft (70% completion). Edit changes and determine presentation requirements. Group written projects finalized. Practice group presentations for better flow, timing, and clarity. Week 10 Group projects due and group presentations. Suggest professional dress and use of appropriate visual aids. Twenty minute time limit plus questions.