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Marketing 245Principles of Electronic Commerce

Temple UniversityFall 2000

Dr. Susan Mudambi

Department of MarketingSpeakman Hall Room 337

Tel: (215) 204-351

!mail: "m#$am%i&"%m'temple'e$#

Home age: ttp:**+++'"%m'temple'e$#*,"m#$am%iffi.e Ho#r": T#e"$a/ T#r"$a/ 1-2 p'm'

Course Prerequisite

Marketing rin.iple" (MT 01)' MS 100 or MS 110 i" re.ommen$e$'

Required Text

Principles of Internet Marketing%/ ar$ Han"on So#te"tern #%li"ing 2000

ter re6#ire$ rea$ing" +ill %e a""igne$ generall/ aaila%le ia te .o#r"e +e%"ite'

Recommended:St#$ent" are e8pe.te$ to keep tem"ele" .#rrent +it e-.ommer.e $eelopment" %/

rea$ing ne+"paper" %#"ine"" maga9ine" an$ online e-.ommer.e ne+" "o#r.e"'

Course Description

Te gro+t of te nternet .ontin#e" to ae a tremen$o#" infl#en.e on %#"ine""'ompanie" an$ organi9ation" of all t/pe" an$ "i9e" are retinking teir "trategie"

an$ o+ te/ r#n teir operation"' Ti" ne+ .o#r"e in te Temple !-Marketing

program .allenge" "t#$ent" to e8plore te realitie" an$ impli.ation" of e-.ommer.e

from a marketer;" per"pe.tie'


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100A

i.k a goo$ or "eri.e tat /o# (or "omeone /o# kno+) are planning to p#r.a"e'Ti" .o#l$ in.l#$e pro$#.t" "#. a": "oe" me$i.ine to/" .loting ine"tment

a$i.e gro.erie" +e$$ing gift in"#ran.e "porting e6#ipment et.' Do BT

.oo"e .omp#ter ar$+are or "oft+are plane or eent ti.ket" or %ook" (te"eare too .ommon)' lea"e email me if /o# ae an/ 6#e"tion" a%o#t te

appropriatene"" of te pro$#.t t/pe /o# inten$ to .ompare an$ p#r.a"e'

Te mini pro>e.t report m#"t %egin +it a title page an$ a one page e8e.#tie

"#mmar/' Te %o$/ of te pro>e.t "o#l$ not e8.ee$ 7 page"'

Te fir"t "e.tion #"t on.eE o# $o o+eer nee$ to get far eno#g into te

p#r.a"e pro.e"" to %e a%le to "/"temati.all/ .ompare te fo#r p#r.a"e

e8perien.e" #"ing te ke/ p#r.a"e .on"i$eration" /o# i$entifie$ in te fir"t

"e.tion' ? "#mmar/ ta%le i" e8pe.te$'

Te final "e.tion Re.ommen$ation" i" a "#mmar/ of pra.ti.al

re.ommen$ation" for improing te p#r.a"ing pro.e"" (not te entire +e%"iteor "tore) of ea. of te fo#r p#r.a"e "ite"'

2 Mini Pro!ect Description( 2 3xc%anges

Ti" mini pro>e.t +ill elp in.rea"e /o#r #n$er"tan$ing of te range of


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of /o#r fir"t a""ignment" i" to +ork +it a me$i#m "i9e$ in$#"trial man#fa.t#rer

(SMM ompan/) tat i" in te pro.e"" of rei"ing it" e-.ommer.e "trateg/' ?"

l#.k a" it /o# kno+ er/ little a%o#t tat in$#"tr/ an$ nee$ to get #p to "pee$6#i.kl/' Spe.ifi.all/ SMM i" .on"i$ering >oining a e.t "o#l$ not e8.ee$ 7 page"' n a$$ition a li"tof referen.e" i" e8pe.te$ in "tan$ar$ format'

Te fir"t "e.tion e.t proi$e" /o# +it an opport#nit/ to in.rea"e an$ $emon"trate /o#r

#n$er"tan$ing of e-.ommer.e teor/ an$ pra.ti.e' T%e pro!ect is due be$ore

class on T%ursda&1 #o"ember 90.

Market ?nal/"i" 20A

!-ommer.e Rationale 30A

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!-ommer.e riti6#e Re.ommen$ation" 30A

St/le (.larit/ of +riting ei$en.e of re"ear.) 10A

n-la"" re"entation 10A100A

Relatiel/ fe+ .ompanie" or nonprofit organi9ation" effe.tiel/ #tili9e tenternet in teir marketing program"' Mo"t "mall %#"ine""e" "till $o not een

ae a +e%"ite' orking +it a gro#p of 3-4 "t#$ent" i$entif/ a .ompan/ /o#

%eliee +o#l$ %enefit from an improe$ e-.ommer.e program' @"e te .la""Fi"t"er to inform me of te mem%er" of /o#r gro#p te .ompan/ of /o#r

.oi.e an$ +/ /o# ae "ele.te$ it' +ill ten repl/ a" to +eter te

.ompan/ i" approe$' (Dea$line for /o#r initial re6#e"t i" T#r"$a/ Sept' 2)'

Te pro>e.t report m#"t %egin +it a title page an$ a one page e8e.#tie

"#mmar/' Te one page e8e.#tie "#mmar/ m#"t %e po"te$ #"ing te o#r"e

Fi"t"er %/ te Boem%er 30 $ea$line (or /o# +ill lo"e 2 point" off te pro>e.t

gra$e)'

Te fir"t "e.tion Market ?nal/"i" i" a 3-4 page "#mmar/ of te .ompan/ it"marketing enironment it" main .#"tomer market it" marketing mi8 an$ t+o or

tree of it" ma>or .ompetitor"' Tool" "#. a" ST anal/"i" ST! anal/"i"

an$ orter;" 5 Gor.e" ma/ %e applie$' ?$$itional information ma/ %e pla.e$ inan appen$i8' Primary and secondary research is expected.Referen.e" are

e8pe.te$'

Te "e.on$ "e.tion !-ommer.e Rationale i" a 4-5 page rationale a" to +/ te.ompan/ or organi9ation "o#l$ in.rea"e an$ improe it" e-.ommer.e a.tiit/

gien te parti.#lar nat#re of it" marketing enironment' You are expected to

explicitly draw on theories and concepts presented in class and in yourreadings, and to apply them to the company"s particular situation.

Te final "e.tion !-ommer.e riti6#e an$ Re.ommen$ation" i" a 4-5 page.riti6#e of te .ompan/*organi9ation;" +e%"ite an$ apparent e-.ommer.e

a.tiit/ an$ re.ommen$ation" for improement' Te "#mmar/ i" to $etail +at

te .ompan/;" e-.ommer.e prioritie" "o#l$ %e an$ /o#r propo"al for o+ te

.ompan/*organi9ation "o#l$ pro.ee$' ?$$itional information ma/ %e pla.e$ inan appen$i8' ? $etaile$ implementation plan i" not e8pe.te$ %#t /o# "o#l$

proi$e eno#g "pe.ifi." to make te propo"al a "#%"tantial fo#n$ation for

pra.ti.al follo+-#p +it te .ompan/' (Ti" i" e"pe.iall/ important to to"e of/o# +o a"pire to %e "#..e""f#l e-.ommer.e .on"#ltant")E In making the

recommendations, you are expected to explicitly draw on theories, concepts and

readings.

Te n-la"" re"entation i" an important opport#nit/ for /o# an$ /o#r gro#p to

$emon"trate /o#r e-.ommer.e #n$er"tan$ing' Te pre"entation "o#l$ take

a%o#t 10 min#te" leaing time for 5 min#te" of 6#e"tion an$ $i".#""ion' t i"

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n or$er to en.o#rage te $eelopment of /o#r o+n marketa%ilit/ &ou areeligible $or an extra credit o$ one %al$ o$ one percentage point on &our $inal

numeric grade $or t%e course $or eac% course*appro"ed usiness ,+areness

3"ent or Mareting Club speaer &ou attend' Botifi.ation of .o#r"e-

approe$ eent" +ill %e po"te$ on te o#r"e +e%page tro#g te o#r"e

Fi"t"er or anno#n.e$ in .la""' To re.eie te e8tra .re$it /o# m#"t "#%mit aone-page report on te eent in.l#$ing: (a) a "#mmar/ of te main point"C (%) a

$i".#""ion of o+ it relate" to te e-.ommer.e enironmentC an$ (.) a per"onal

refle.tion on te relean.e of te eent to /o#' Ti" report m#"t %e "#%mitte$ tome +itin one +eek of te eent to re.eie .re$it' Credit +ill be gi"en $or up

to 2 reports1 $or a potential total o$ 5 percentage point added to &our $inal

numeric grade'

Deadlines

?ll a""ignment" are to %e t#rne$ in be$ore classon te $a/ of te $ea$line'

?""ignment" t#rne$ in after te "tart of .la"" %#t %efore 5 p'm' on te $ea$line $a/+ill %e marke$ $o+n one letter gra$e' ?""ignment" an$e$ in after 5 p'm' on te

$ea$line $a/ +ill %e gien a gra$e of 9ero' Han$ing in a""ignment" a fe+ $a/" earl/i" igl/ re.ommen$e$'

Personal :ntegrit&

@"ing information from oter "o#r.e" an$ not .iting te "o#r.e i" plagiari"m a form

of .eating' en /o# are +orking +it oter "t#$ent" plea"e remem%er tat failing

to .ontri%#te a$e6#atel/ to te pro>e.t %#t taking f#ll .re$it for oter"I effort" i"H!?TBJ an$ +ill %e p#ni"e$ appropriatel/' lea"e refer to te Temple

@nier"it/ St#$ent Han$%ookI" $i".#""ion on a.a$emi. one"t/'

C%anges

!-ommer.e i" e8tremel/ $/nami.' Ti" .o#r"e "/lla%#" an$ ".e$#le are "#%>e.t to.ange pen$ing notifi.ation in .la"" te Fi"t"er or ia te .o#r"e +e%"ite' St#$ent"

are e8pe.te$ to .e.k te .o#r"e +e%"ite %efore ea. .la"" "e""ion'

-eel& Sc%edule: See ne8t page'

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Mareting 2)6

Principles o$ 3lectronic Commerce

Dr. Susan Mudambi1 Fall 2000

- Date Topic Readings

(a$$itional rea$ing"+ill %e a""igne$)

1 T *5 erie+ of !-ommer.e an$ te o#r"e Han"on '1 pp' 114-121 in '4

T *7 erie+ of !-ommer.e (.ont$')

2 T#e"' *12

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