This is a good page to bookmark.
The links on this syllabus will take you on divergent paths. I
don't expect any of you to read -- or to need -- all of it. However, if you're
going to progress towards the course
objectives, I do expect all of you to read -- and to need -- much of it.
It's up to you to balance your learning style against these resources.
We have 18 class sessions. For 9 of them, you will be making
individual and group presentations. One near the end will be a trouble-shooting
workshop. For the other 9, I will lecture for the first hour and we will have
hands-on computer skills building for the second hour.
Teacher presentations
April 11
Introduction to E-Commerce
April 13Marketing Research
April 18Marketing Site Features
May 2New Media Development Process
May 4Disruptive Technologies
May 9The 4 P's on the Web
May 11Open Marketing in the New Economy
May 30Publishing the Web Site
June 1team work sessions
Student presentations
April 25, 27Site Tours
May 16, 18Features Tours
May 23, 25Panel Discussions
June 6Marketing Plans and Site Maps
June 8Prototype Webs
June 13Project Analysis
Resources
readings
InternetWeek's Transformation of the
Enterprise feature, especially Part 2: Transforming Business Process.
95 Theses from
The ClueTrain Manifesto
by Chris Locke, 1999
Internet
Apocalypso, chapter one of The ClueTrain Manifesto
by Christopher Locke
Gonzo Marketing: Winning
Through Worst Practices
by Christopher Locke
Release 1.0, February 2000
Early reviews
of the book are coming in and the author isn't shy about sharing them with you.
Not one to just bash Industrial Age thinking, he also practices Digital Age
thinking at Personalization.com.
In a recent Slashdot, Jason Bennett reviewed the book.
This excerpt from the review summarizes Internet Apocalypso, chapter
one of the book, which you should read.
Basically, commerce as we know it is a lie. For most of
human history, trade has been about interacting with other people. Going to the
market, seeing your friends, checking out the various stalls, conducting
business, and generally doing the important things of life. Craftsmen proudly
displayed their wares to all who would see, touch, and smell them. People
discussed which merchants were fair, who had the best quality, and so on. The
market was the center of human interaction, where politics, society and business
merged (see the Greeks for an excellent example).
The Industrial Revolution changed all that, however. With the advent of mass
production and economies of scale, production and consumption became all
important. Craftsmanship was discarded in favor of turning out as much
interchangeable product as possible, using interchangeable workers in
interchangeable factories. The marketplace ceased to be a conversation, and
became a one-way street, aimed directly at the consumer.
The rise of mass media completed the transformation from conversation to
lecture. No longer did customers roam the marketplace, but instead consumers
were lulled, bribed and manipulated into buying the latest and greatest, because
TV told them so. The idea of the interchangeable consumer came to be the
industrial ideal. Nothing was left to chance: You could get anyone to buy
anything made by anyone, and all that mattered was the money. This ideal never
totally came to pass, of course, but it was the driving force behind many
decades of business.
The Control
Revolution: How The Internet is Putting Individuals in Charge and Changing
the World We Know
by Andrew L. Shapiro
Choose the excerpts link from the top frame. Read the
Introduction and first chapter as well as the Short Takes.
21st Century
Markets: From Places to Spaces
by Peter Fingar, Harsha Kumar and Tarun Sharma
First Monday, volume 4, number 12, December 1999
The
Attention Economy and the Net
by Michael H. Goldhaber
First Monday, April 1997
The growth of cyberspace heralds a new kind of economy, and
with it, a new kind of economics, both based on the characteristics not of
material, mass- produced goods, nor of money, nor of information, but of
attention.
ShoeStory
How Nordstroms quickly claimed the "shoe space" on the
Web. The site is a Microsoft promotional piece, but it has a lot of insight into
the process of making a first-class bullet-proof industrial strength site
quickly. Look especially at the Strategic IT section. First, you might want to
visit NordstromShoes.com.
"the world's biggest shoe store."
Bplans.com
How does the internet change a business plan? What about
business plans for pure Internet plays?
The Information Economy
by Hal Varian
How much will two bits be worth in the digital marketplace? Read
Chapter
One on Barnes&Noble's site. Then read the chapter summaries. This list of themes links to the
book's Table of Contents.
Extending existing copyright and patent law to apply to
digital technologies can only be a stopgap measure. Law appropriate for the
paper-based technology of the 18th century will not be adequate to cope with the
digital technology of the 21st century.
The evolving
world of e-tailing
by J. William Gurley
News.com, August 16, 1999
The e-commerce world is ... shifting to a bimodal value
state--those companies that efficiently aggregate and distribute physical
products, and those that excel at facilitating the customer purchase decision. Taking
an order and putting it in a shopping cart is already a commodity.
news
This annotated list of URLs will take you
to sites that have current news stories. Their archives are terrific for recent
events and most of them have search features.
hubs
This annotated list of URLs will take you
to sites that have articles about marketing topics that you should explore.
email newsletters
I recommend that you subscribe to all of these newsletters,
which will summarize the new articles at the various sites. By reading the
summaries every day, you can get a quick overview of what's going on. Then go to
the web sites and read only the articles that interest you.
ClickZ Today (daily)
E-Commerce Minute (daily or weekly)
Industry
Standard (18 choices, some daily, most weekly)
NewMedia Insider's Report (weekly)
Wired magazine's Wired News and Webmonkey newsletters
Larry Chase's Web Digest for Marketers (monthly)
Webmonster's Web Design (digest)
April 11
Introduction to E-Commerce
How do you make money online?
U.S. Commerce Department's definitions
The
Marketing Concept
Challenges
to Effective New Media Marketing
B2C
Marketing Models
B2B
Marketing Models
E-Sources
(providers of services to online businesses)
to do
Read InternetWeek's Transformation of the
Enterprise feature, especially Part 2: Transforming Business Process.
While you're reading, ask yourself whether anything in your professional
experience applies. At the Bistro, talk about
it before next Tuesday's class.
cognitive dissonance
People are intrinsically motivated to reduce inconsistent
cognitions.
cognitive load
Experts have schemes, that is, mental models that let them
categorize problems according to solution modes. Novices, without schemes, have
no alternative other than general techniques such as trial-and-error.
Mike Albers at Texas Tech has a readable article, Cognitive Strain as
a Factor in Effective Document Design, that defines it well.
April 13
Marketing Research
Gizmos, Inc., Marketing Research
to do
Fill out and submit the shopping form by April 17.
Fill out and submit the demographic
environment form by April 17.
April 18
Marketing Web Features
Sellers in any market thrive on convenience and imperfect
information. That's how airlines, hotels and booksellers price their products.
The Internet obliterates the companies' information advantage and hands it over
to the consumer. That's what e-commerce is really about: crushing the pricing
power of anyone selling a commodity product, which includes most goods and
services in this country.
source: How to
Succeed in Business on the Net
by Neil Barsky in Time Digital
job description
Gizmos, Inc.: Marketing on the Web and
The Online Store
concepts: sticky, magnetic
to do
Please (re)read the 95 Theses and Chapter One: Internet Apocalypso from The
ClueTrain Manifesto and Gonzo Marketing: Winning
Through Worst Practices from the February 2000 issue of Release 1.0.
I'm hoping that Locke's ideas will challenge some of the ideas about marketing
that you brought to the MBA program. Please talk about it at the Bistro.
Fill out and submit the Marketing Site Critique
form by April 24 so I can schedule your presentations
for the 25th and 27th.
Your team needs to select a project. By May 1, you should email
a gap analysis to Doug and Arup.
Sign up for a feature for the presentation
during the week of May 16 and an issue for the discussion
during the week of May 23.
April 25, 27
Site Tours
details and schedule
critique
form
summary
to do
One of the main ways I keep up with marketing online is through
the email newletters listed above, especially
ClickZ. Please send me proof that you are subscribing to at least that one by
either forwarding a recent issue or copying and pasting the header into an email
message. As in the example below, the first five lines are sufficient.
Subj: Behavioral Targeting: Is That Cool?
Date: 4/20/00 7:14:00 AM Eastern Daylight Time
From: ClickZ-gtmail@gt.clickz.com (ClickZ Today)
Reply-to: HelpMe@clickz.com
To: dougand@aol.com
If you can do the same for a couple of others, I'll be really
impressed.
May 2
New Media Development Process
The Digital Development Process
(review of MBA 600 - March
9)
four basic processes:
one foot in the old world, one foot in the new
usability: data-based decision
making process
concept mapping: fitting
content to user
interface design: words,
images, graphics
rapid prototyping: FrontPage
at its best
Large Business Case Study
marketing web development process: ShoeStory
Small Business Essentials
Level It
Ain’t
by Richard Hoy
ClickZ, April 14, 2000
How small businesses with limited resources can take
off-the-shelf stuff and put it together into a flexible solution ....
Essential systems any small business needs to get an e-commerce site up and
running. And, to make things more interesting, I'm going to stay within a total
budget of $6,500.
Small Business Case Study
Team progress reports: please address the client criteria
Donna Ioviero's Garden
of Earthly Delights
step one: gap analysis
step two: design concept
step three: concept map and interface sketches
step four: acquire digital assets (make, scan, buy, download)
step five: manipulate digital assets (edit, combine, compress)
step six: publish the web
to do
play with
Andy Foulds
try FireTalk - free
voice-chat, text-chat; one-to-one or forums
Coming to
America: How local Vietnamese refugees have remade their lives -- against
all odds
By Sandra Tan
Buffalo News, May 1, 2000
Sign up for a marketing site feature for the next presentation. The form is ready.
In addition to working on your team projects, each of you is
working with me on two topics that affect those projects. For both topics, you
are contributing to a web page.
1) marketing web site features
When you fill out the form, I will add the info
to the features page. For
the presentations in two weeks, we will go down that page, starting with Mary's
presentation of online catalogs. Before you fill out the form, I encourage you
to see what I've done already. Email me before you fill it out. After I add your
information to the page, email me again to make sure it says what you want it to
for your presentation.
2) panel discussion
The Port 80 Docks
neighborhood has a page on each topic. Again, you will use that page for your
presentation. Since it will be a group presentation, the page should reflect how
your group of three decides to structure the presentation.
Hint | Back-and-forth debate is good. Three
unconnected talking heads is not good.
Right now, the pages are whatever mess was left from last
semester. What should be added? What should be deleted? What should be moved?
What should the subheadings say? I'll do the mechanical page-making part; you do
the content and structure part. Because this is a group effort, the Bistro is a great
place to discuss the content and structure and to share ideas.
May 4
Disruptive Technologies
Business Week's Thumbnail History of
Disruptive Technologies
Bruce Sterling's Master-List Of Dead Media
summary
of Chapter 11 of Don Norman's The Invisible Computer
Clayton Christensen on disruptive technologies
Charts
illustrating some of Christensen's examples
Distruptive
Technologies by Howard Rheingold
Where Wires Meet Tires and Buyers: The Morphing of
Transportation, Technology and Financial Services
by Jim Kelly, Chairman and Chief Executive Officer of United Parcel Service
February 10, 2000
(It was at http://www.ups.com/news/speech/20000210wires.html
but is no longer there. UPS's Executive
Speeches section will give you a flavor of Mr. Kelly's similar thinking.)
UPS used to be trucking company with technology ... but is
now a technology company with trucks.
disruptive innovation
- "the world's premier new management and investment conference"
Some new media products. Disruptive? To whom?
Ceiva - the
Internet-connected picture frame
PCs Get
Ready To Speak -- And Listen by Fred Langa Byte.com, February 28, 2000
Microsoft
Speech API
21st Century
Eloquence
SpeechRecognition.com
May 9
The Four P's on the Web
Gizmos, Inc., The
Four P's on the Web
to do
Extra! Behind the Headlines
Predatory Pricing -
Microsoft's Modus Operandi
by William C. Spaulding
A detailed explanation of what got Microsoft in trouble with the
Justice Department.
May 11
Open Marketing in the New Economy
Paintings Direct
Donna's personalized
customer portfolio
Publish your Web pages -
preview of demo on May 30 or June 1
Gizmos, Inc., Marketing Information
Marketing Plan software
I am not a piece of
your inventory.
Gizmos, Inc., Open Marketing in the New
Economy
to do
Thank you very much for the responses during class on Tuesday
night. I did some light editing and posted most of them at the Bistro. Please
feel free to continue the conversation there. One way I can measure your
learning is to listen to how you use the vocabulary. So far, so good. I would
like to try it again tonight.
Several responses asked for more information about the difference between atoms
and bits. The Gizmos, Inc., Toolkit seemed the best place to address it.
For the presentations next week, you might want to take a look
at the 2D catalogs
section of the Online Store page. Mary may make more changes over the weekend,
but it's in good shape right now. She'll be able to follow that section when she
makes her presentation. Then it will be your turn.
Please read the gap analysis for your project, now listed at
Ricci Green's Show and Tell
Theater. Submit changes and updates to me. Note that the next item is an
outline of your marketing plan. Note also the form and email links, the
opportunity for anonymous feeback.
Tip | To get some feedback, you have to give some
feedback.
in the news
House
Approves 5-Year Ban on Net Taxes
By Kathleen Murphy
InternetWorld News, May 10, 2000
The U.S. House of Representatives voted Wednesday to extend
the ban on new, multiple, and discriminatory taxes on the Internet.
The bill, H.R. 3709, would create a five-year moratorium that may give
policymakers time to create a sales and use tax system for remote sales made
over the Internet. The bill extends to 2006 an existing moratorium -- due to
expire in October 2001 -- on access taxes and other discriminatory taxes. It
passed in the House by a vote of 352 to 75.
learning quotation
Learning is not like assembling flat-pack furniture. There
is no reason to suppose that, if the teacher provides all the pieces and clear
instructions, anybody (or anybody with the requisite 'ability' who makes the
necessary 'effort') ought to be able to put it together without too much
difficulty. Comprehension is not a process of adding little pieces of
information one-by-one to an expanding structure of knowledge, or assembling
'mastery' out of a regime of carefully defined and practised component skills.
Much learning involves exhilarating spurts, frustrating plateaus and upsetting
regressions. That's why resilience is so important.
by Guy Claxton
Visiting Professor in Psychology and Education
Director of the Research Programme on Culture and Learning in
Organizations
University of Bristol, U.K.
You'll find a provocative summary of Claxton's views in Brainy Reading.
May 16, 18
Model Features Tours
details and schedule
form
to do
Please take a look at the tables
comparing your marketing plan outlines.
May 23, 25
Marketing Issues on the Web
details and schedule
branding and partnering
Port 80: Docks page
Panel: Mary, Sandy, Julie
Issues: ownership, liability, taxation
advertising and promoting
Port 80: Docks
page
Panel: Sheldon, Kim, Michelle
Issues: push vs pull
making accessible
Port 80: Docks
page
Panel: Cris, Linh, Pat
Issues: physical, gender, language
personalizing and customizing
Port 80: Docks
page
Panel: Justin, Pam, Crystal
Issues: security and privacy
building community
Port 80: Docks
page
Panel: Toni, Ward, Nadra
Issues: anonymity, online presence
May 30
publishing web pages with WS_FTP
Gizmos, Inc.'s Anatomy of a Web Site
June 1
H225
Team meetings
Project troubleshooting
graphics: cropping, resizing, optimizing with Paint
tables tips and tricks - list of WebReference
resources; oldies (1996) but goodies from Webmonkey
June 6
Marketing Plans and Site Maps
Alumni Room
team presentations - schedule TBA - unless someone has a better
idea, we'll do these in the same order as we do the June 8 presentations.
details
project
gateways at Show and Tell Theater
June 8
Prototype Webs
team presentations - schedule TBA
Tentative schedule - please let me know about potential problems
and conflicts. I'd like to freeze this ASAP.
Alumni Room
6 - 6:30 - Hoffman Collision
6:30 - 7 - Jurek Plantations
7 - 7:30 - Roadside Wonders
7:30 - 8 - Travelling Workshop
8 - 8:30 - First Presbyterian
details
project
gateways at Show and Tell Theater
June 13
Project Analysis
White House
team presentations - schedule TBA
details
A Note about Paper
We will not use a common dead-tree version of a textbook for
this course. Why? It typically takes two years for a traditional paper publisher
to turn a finished manuscript into a textbook ready for the first day of class.
To be ready for class in Fall 1999, the manuscript would have frozen in the
summer of 1997. That's okay if the subject is Shakespeare or accounting.
Shakespeare hasn't written anything new in the past two years. Rest assured that
the Generally Accepted Accounting Principle are still generally accepted.
However, quite a bit has happened in the way organizations use information.
The Syllabus
