| Ricci Street
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welcome | course | syllabus | case | bistro
professional standards
this page
homework
site tour | model features
tour | panel
final report
marketing plan | site map | prototype web
project analysis
How will these reports be evaluated?
project gateways at Show and Tell Theater
Traveling
Workshop
Cris, Ward, Pam
Roadside
Wonders
Mary, Crystal, Kim
Jurek
Plantantions' Christmas tree farm
Pat, Sandy, Toni
Hoffman
Collision and Automotive
Julie, Nadra, Sheldon
First
Presbyterian Church of Youngstown
Justin, Michelle, Linh
Justin - resume
email: jfbaxter@aol.com
AIM: jfbaxter
Bistro: Justin Baxter
Julie
email: juliecol@adelphia.net
AIM:
Bistro: julie
Mary - resume
email h: sweepers@gateway.net
email w: mdettelis@buffalo.veridian.com
AIM: mdettelis
Bistro: mbdettelis
Pat - resume
email: p2h5@aol.com
AIM: p2h5
Bistro: p2h5
Crystal - resume
email: Crysphess@aol.com
AIM: crysphess
Bistro: crysphess
Nadra - resume
email: NMac2265@aol.com
AIM: NMac2265
Bistro: nmac
Cris
email: mengs15@aol.com
AIM: mengs15
Bistro: mengs15
Sandy - resume
email h: Sandita13@aol.com
email w: Spawelek@fluids.ittind.com
AIM: Sandita13
Bistro: spawelek
Toni - resume
email: Pettytoni@aol.com
AIM: Pettytoni
Bistro: toni
Michelle
email: pitkin@localnet.com
AIM:
Bistro: pitkinm
Ward - resume
email: scarman25@aol.com
AIM: scarman25
Bistro: Ward
Kim
email: Kim5671@aol.com
AIM:
Bistro: ksell
Sheldon - resume
-
email: ShldSmith@aol.com
AIM: ShldSmith
Bistro: diamond
Linh - resume
email h: mylinh74@hotmail.com
email w: linh.tran@ccwny.org
AIM: mylinh74
Bistro: mylinh74
Pam - resume
email: willp85@hotmail.com
AIM: pammy3
Bistro: pamwill
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| Julie | y | y | y | y | y | y | y | y | y |
| Mary | y | y | y | y | y | y | y | y | y |
| Pat | y | y | y | y | y | y | |||
| Crystal | y | y | y | y | y | y | y | y | |
| Nadra | y | y | y | y | y | y | y | y | y |
| Cris | y | y | y | y | y | y | y | y | y |
| Sandy | y | y | y | y | y | y | y | y | y |
| Toni | y | y | y | y | y | y | y | ||
| Michelle | y | y | y | y | y | y | y | y | y |
| Ward | y | y | y | y | y | y | |||
| Kim | y | y | y | y | y | y | y | y | |
| Sheldon | y | y | y | y | y | y | y | y | y |
| Linh | y | y | y | y | y | y | y | y | y |
| Pam | y | y | y | y | y | y | y | y | y |
1. Bistro
message about Transformation of the Enterprise - April 11
2. shopping form - April 13
3. demographic environment form
- April 13
4. Bistro
message in response to Chris Locke's articles - April
18
5. Marketing Site
Critique form - April 18
6. gap analysis - April
18
7. Newsletter subscription - April 25
8. Marketing Site
Features form -
9. Marketing Plan Outline -
10 minutes
individual
syllabus: April 25, 27
critique form
summary
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Schedule |
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Tuesday |
Thursday |
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| 6:10 - 6:20 | Mary-Pressed Flower Patch | 6:10 - 6:20 | Toni-Marshall Field's |
| 6:20 - 6:30 | Sandy-WS Wedding & Gift Registry |
6:20 - 6:30 | Ward-Launch.com |
| 6:30 - 6:40 | Sheldon-Eastbay | 6:30 - 6:40 | Nadra-Starbucks |
| 6:40 - 6:50 | Justin-Great Skate | 6:40 - 6:50 | |
| 6:50 - 7:00 | Pam-Baskets of Blessings | 6:50 - 7:00 | Julie-Clinique |
| 7:10 - 7:20 | Crystal-The Potting Shed | 7:10 - 7:20 | Michelle-Mattel |
| 7:20 - 7:30 | Linh-Banana Republic | 7:20 - 7:30 | Kim-Country Flowers And Crafts |
| 7:30 - 7:40 | Cris-Wood Online | 7:30 - 7:40 | Pat-Unisys |
You're going to analyze an already-existing commercial web site whose primary purpose is business-to-consumer (B2C) marketing.
You will have ten minutes to explain a map of the site and then take us on a tour of several pages. The site should be selling something you could conceivably want if you had enough money or appropriate need. The site should have some way for you to buy or to take the next step toward buying. You should thoroughly explore the site over a period of several visits.
First visit, just look around. Pretend you are shopping.
Next couple
of visits, look at every page. Click on every link, both to on-site pages and to
other web sites.
By the third
or fourth visit, you should be familiar enough with the site to navigate easily.
Example | You are looking at one page and suddenly remember something you saw on another page during a previous visit. Could you confidently click there quickly? If so, you are becoming an expert user
When you feel comfortable navigating, you are ready to fill out the Marketing Site Critique form.
It will be especially effective if you choose a site that you want to use for a model, good, bad, or mixed for your Gizmos, Inc., project. How webcentric is this company? How effective is their web presence? How usable is their site?
Your oral tour should elaborate and illustrate the short answers you will submit on the critique form. If the site has a useful site map (not just a table of contents), use it. If not, sketch your own.
Tip | Pace yourself during the oral presentation. Don't linger over the beginning or you'll be rushed at the end.
10 minutes
individual
May 16, 18
|
Schedule |
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|
Tuesday |
Thursday |
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| 6:10 - 6:20 | catalogs 2D - Mary | 6:10 - 6:20 | product samples - Michelle |
| 6:20 - 6:30 | catalogs 3D - Sheldon | 6:20 - 6:30 | customer support / technical support - Ward |
| 6:30 - 6:40 | shopping carts - Kim | 6:30 - 6:40 | fulfillment - Nadra |
| 6:40 - 6:50 | policy statements - Cris | 6:40 - 6:50 | |
| 6:50 - 7:00 | site searching - Julie | 6:50 - 7:00 | interface design: links - Sandy |
| 7:10 - 7:20 | product comparisons - Justin | 7:10 - 7:20 | interface design: fonts and color - Crystal |
| 7:20 - 7:30 | product reviews / customer groups (recommendations) - Toni | 7:20 - 7:30 | interface design: images and graphics - Pam |
| 7:30 - 7:40 | payment systems - Linh | 7:30 - 7:40 | interface design: navigation systems - Pat |
You're going to analyze several web sites. You may want to find ones similar to the one you're making for your customer, but any web site will do if it illustrates the point you're making.
Organize this tour around the features rather than the sites. That is, don't take us to a site and show us around. Instead, define a feature and then take us to sites that exemplify it well and poorly.
The Marketing Site Features form will help guide your presentation.
The Online Store page will provide the details that I will take from the form you submit.
1 hour
group
slides or web pages
May 23, 25
You will be part of an hour-long panel discussion accompanied by web pages and perhaps PowerPoint slides that will present theories, techniques, models, and resources related to the five major new media marketing areas I have chosen for this course.
branding and
partnering
panel members: Mary, Sandy, Julie
May 23, 6 - 6:45 PM
advertising
and promoting
panel members: Sheldon, Kim, Michelle
May 23, 6:45 - 7:30
making
accessible (esp. internationalizing)
panel members: Cris, Linh, Pat
May 23, 7:30 - 8
May 25, 6 - 6:30
personalizing
and customizing
panel members: Justin, Pam, Crystal
May 25, 6:30 - 7:15 PM
building
community
panel members: Toni, Ward, Nadra
May 25, 7:15 - 8
As you do your research, you and your fellow panel members will work with me to shape what is on the Port 80 pages linked above. Just as we did in MBA 600, each panel will have a representative from one of the teams. Thus each team will have an expert in each of these areas.
Please find a way to organize your panel discussion so that it's not just "talking heads": each person reading in turn. A back-and-forth debate between opposing views is a good idea. Something a little more physical or theatrical would be even better.
What will you project onto the screen? They're called "visuals" and not "textuals" for a reason. We want to look at pictures, not words, while we're listening.
For example, during the advertising panel, we can look at examples of effective and ineffective banner ads.
The Final Report will present a bullet-point marketing plan, a site map, and a prototype web. The gateways to the five projects are at Ricci Green's Show and Tell Theater.
15 minutes
group
slides or web pages
June 6
What should your client organization do to integrate the Web into its marketing?
This marketing plan will look only at the online aspects, assuming complementary offline marketing. What will it take to maintain this site?
How is this complex web of affiliate sites making money? By selling CD's? Or by collecting the information you enter, tracking it with cookies, and generating sales leads?
Bplans.com - click on Sample Business Plans - Start the Wizard, which takes you to PlanWizard.com. Please register with any syntactically correct email address. In other words, it doesn't have to be yours.
Marketing Plan Pro - 7 Simple Steps to a Complete Marketing Plan
This sample marketing plan has been made available to users
of Marketing Plan Pro(tm), marketing plan software published by Palo Alto
Software. It is based on a real marketing plan of an existing company. Names and
numbers have been changed, and substantial portions of text may have been
omitted to preserve confidential information.
You are welcome to use this plan as a starting point to create your own, but you
do not have permission to reproduce, publish, distribute, or even copy this plan
as it exists here.
Requests for reprints, academic use, and other dissemination of this sample plan
should be addressed to the marketing department of Palo Alto Software.
Mixing and matching the resources available on these sites and on the CD, please fashion an outline of a marketing plan appropriate to your project. For example, the outline for the not-for-profit church will have some different sub-topics than the outline for the well-established collision shop. Both those outlines will differ slightly from the outline for the flower baskets.
Please send your outline to Doug and Arup and expect to see it on your project's section at Ricci Green's Show and Tell Theater before long. The more detailed the outline, the better feedback we can give.
10 minutes
group
slide or web page
June 6
Explain the decisions you made about what to include in the prototype and how to structure it. Your team will present a page-level site map making good use of size, shape, color, and position to communicate the significance and relationships of the parts of the web site. Your presentation, supplemented by bulleted lists on web pages or PowerPoint slides, should address the following:
What's on the site? What's not on the site?
Why are the
parts arranged that way?
Explain the
central metaphor or theme or organizing principle.
How does that organizing principle relate to the user (or users)?
What will
the user use the site for? Present a typical scenario.
How will the
user navigate? Present a typical session.
How do the site's features address the objectives in the marketing
plan?
This part will repeat some of the ideas from the presentation of your prototype web (to follow). There, you will talk more about the visual design. Here, you will talk about the features such as catalog, shopping cart, check-out system, etc.
How does the site address privacy, security, help, searching, and
timeliness?
What does the site not do that you wanted it to and why?
What does
the site do that you did not want it to and why?
30 minutes
group
web pages
June 8
The prototype marketing web will respond to the case. It should follow the site map and be consistent with the marketing plan. The prototype probably won't be completely functional in terms of features: shopping carts and various personalization techniques that cross the Geek Line into programming. However, the prototype should have sample pages displaying the user interfaces for these features. Put your creative energies into this prototype.
Take your customers and the audience on a tour as though it's your new house and you're proud of it. Please explain:
why do the pages have that color scheme, font, images, etc.?
why are the
pages laid out that way?
how do the
pages exemplify design principles such as speed, simplicity, and clarity?
explain your
navigation system
how does the site's look and feel address the objectives in the
marketing plan?
This part will repeat some of the ideas from the presentation of your site map. There, you will talk more about the functions such as shopping cart, check-out system, etc. Here, you will talk about the visual design.
30 minutes
group
June 13
As a team, you will discuss new media marketing: your project and your relationship with your client organization.
What did they know?
What did you
have to teach them?
How (and how
well) did they learn?
What technologies enable the prototype web? For example, databases,
scripts, embedded media such as video or animations.
What couldn't you do with the project that you wanted to?
What did you
have to do with the project that you didn't want to do?
I expect you to participate in both our physical classroom and our digital classroom. At a minimum, you should:
follow all the links on the syllabus
fill out and
send all the forms linked to the syllabus
email me a dozen times
post at
least a dozen messages to the online discussion forum
take
advantage of my online office on Saturday mornings
Your course grade will come from the presentations and the PowerPoint slides and web pages accompanying them. This is graduate school and this is a learn-by-doing course. There is no final exam or convergent skillset for you to master.
"This course is all about mistakes" is a phrase I hear in self-assessments from students who are voracious learners. That makes some students very nervous. They want to know the One Right Way of doing things and they are averse to taking chances. If I were using a more traditional grading method, you could not afford to make "mistakes" because you'd have a lower grade as a result. I try to reward mistakes and my biggest enemy is your fear of being hurt by a low grade. Thus:
If you do the presentations in class and make the content available on Ricci Street, you'll get an A- for the course. That's what I expect most of you to get. Note that I don't mention how well you do them. Because your work is public, I expect that your personal pride will motivate you more than a grade.
If you do the work with flair and enthusiasm, you may get an A. Your boss could show the web pages or presentation to a client or to the big boss as is. Your boss would remember them when discussing a promotion.
If you don't do one, you'll get no better than a B+ for the course. You will certainly be letting down your team members.
If you don't do two, we need to talk about whether you have time for the course.
My philosophy of learning and grading. Basically, I make it easy for you to get an A- and hard to get an A.
Policy | Because of the progression of the work, the groups, and the tight syllabus, I don't know how and where to fit in a realistic make-up of your oral presentations. Your web pages, however, can get revised as often as you want after the original due date.
In addition to these presentations, you have one other requirement. You must email a self-assessment when you have done all the other work for the course.
While I can make a case that grades are useless at best and statistically bogus, I'm a big fan of feedback, assessment, evaluation: better now than on the job and better from many sources than one. I expect you to seek feedback from your team and your classmates as well as from me. My evaluation of written and oral work asks four questions.
content Is it logical, insightful, and visually
interesting?
structure Is it easy to follow and learn from?
language Is it written, designed, and presented in an
appropriate business tone?
mechanics Is it free of error and attractive to look at?
In short, does your work exhibit a command of business communications and its conventions, especially new media's evolving conventions?
It comes down to this: If I were your boss, I would want to see documents, screens, and presentations that are attractive and accessible. Having your work available when I need it affects the quality component of my assessment. The quality of your writing can be important at raise and promotion time.
These criteria are loaded with ambiguous and subjective terms: easy, appropriate, attractive, flair, enthusiasm. Such holistic characterizations come from observations colored by assumptions and prejudices. However, there are some generally agreed upon professional standards. We will discuss them in class and at the Bistro before your first presentation.
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