elc 310 day 20. agenda questions? quiz 3 graded –2–2 a’s, 2 b’s and 2 c’s –1–1 quiz...
TRANSCRIPT
ELC 310
Day 20
Agenda
Questions? Quiz 3 Graded
– 2 A’s, 2 B’s and 2 C’s– 1 quiz left covering all of last text (Dec 8)
Market Plans Graded– 3 A’s, 2 B’s, 1 C’s– Had lots of great ideas but the ideas were poorly organized
Two major assignments Left– Case study analysis of an existing case
Week after break 10% (Nov 28 & Dec 1 )– Creation of a case study
16% on Finals Day Case Study Proposals Due Nov 21
– Less than one page on the company you will be writing a case study on and where you will be getting the research.
– Brick and mortar company that used a eMarketing strategy Starting today we will be in the text ebusiness.marketing
– Today, Nov 10 Chap 1 & 2– Tuesday Nov 14 Chap 2& 3 – Friday Nov 17 Chap 4
Discussion of Albert Text
Explores impact of technology on traditional marketing models
First 4 Chapters establish a conceptual framework for e-marketing and introduces analytic tools
Chap 5 -12 provide case studies of 8 different companies
Chap 13 & 14 explores the future of e-marketing and research methodologies
http://www.sandlight.com/albert/ebizNow.html
Case Study Analysis
Deliverables– 15 min oral presentation in front of class
Overview of Company Discussion of e-marketing goal or strategy Identification of primary Stakeholders Value Bubble analysis Discussion of perceived success or failure of e-Marketing goal or strategy
– 5 min question and answer period with classmates and Instructor As a minima the student should be able to define the Key Terms and answer the Questions to Ask at the end of
each case study – A PowerPoint presentation corresponding to the Oral Presentation
Expectations– Student should be able to demonstrate a mastery of the material covered in first four chapters of the
Albert Text and understand how the Case Study under analysis fits into the framework established in previous chapters.
– Students should have read the case studies being presented by the other students and be able to ask intelligent questions of the presenter of the case study.
– Every case study should prompt a class discussion of the issues raised in the Case Study
Grade Generation for analysis
Four Components– Class Grade for Presenter
25% of Total Grade Average of the grades submitted by students
– Presenter Grade for Class participation 25% of Total Grade Average of the grades submitted by presenter
– Instructor Grade for Presenter 25% of Total grade
– Instructor Grade for Class Participation 25% of Total Grade
Grading Rubric for Presenter– Demonstrated Mastery of Case Study 30%– Understanding of How Case Study Fits 30%– Presentation effectiveness 20%– Quality of PowerPoint 20%
Grading Rubric for Class Participation
– Subjective interpretation 100%
For next class
Look at Chaps 6-12 and decide which of these case studies you would like to analyze and present to the class– Students must collectively complete 6 of these
cases– I will do the remaining 2 cases on Nov 21
Expect to occupy 20 minutes of class time for your presentation and discussion
Schedule for last days of class
Today – Albert Chap 1
November 14– Albert Chap 2 & 3
November 17– Albert chap 4
November 21– Instructor presentation of
case study analysis (2) November 28
– Student Case study analysis presentations (3)
December 1– Student Case study
analysis presentations (3) December 5
– Albert Chap 13 & 14 December 8
– Quiz 4 December (11-15?) in
Finals week– Written Case study &
presentations Due
Some marketing terms
Direct marketing Branding Advertising Telemarketing Customer relations Public relations Channel Stakeholder
Marketplace Profiling Market research
– Demographics– Target market
NPD– New Product
development
Marketing Review
The 5 P’s of Marketing (sometimes only four!)– Product– Price– Promotion– Placement– Planning
Background
Why does e-Marketing exist? Role of Technology
– Enabler– Database– Internet
Overview of E-Business Marketing
Components of E-Business E-Business Marketing Concept Overview
– Process to Create and Deliver Goods, Services, and Ideas – Valuable Exchange Process – Multiple Group Involvement
Definition of e-Business Marketing Is History Repeating itself?
– Newer Technologies have faster adoption rates Understanding technology and Technology
Personnel– IT Departmental Orientation and Goals
E-Business Definition
Five Components– E-Commerce (EC)– Business Intelligence (BI)– Customer Relationship Management (CRM)– Supply Chain Management (SCM)– Enterprise Resource Planning (ERP)
E-Business Components (page 4)
E-Commerce Business Intelligence Customer Relationship Management
Above the line is the customers’ perspective
Below the line is a business perspective
Supply Chain Management Enterprise Resource Planning
Kotler 2000
Marketing is societal process by which individuals and groups obtain what they need and want through creating, offering and freely exchanging products and services of value with others
AMA 1995
Marketing (management) is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services to create exchanges that satisfy individual and organizational goals.
Harrell and Frazier 1999
According to the marketing concept (philosophy), the purpose of marketing is to understand the needs and wants of the customers and to create customer value through satisfaction and quality more effectively and efficiently than competitors.
3 Common Themes of Marketing
Process for creating and delivering goods, services and ideas to customers
Based on Exchanges that are valuable to both the customer and the company
Many groups involved in marketing concept
Marketing Concepts
Three common themes– creation and delivery
Customer service NPD Fulfillment
– value-laden exchanges Price Value Add Market Differentiators
– different groups (stakeholders) Integrated marketing communications Value Chain
Marketing Stakeholders
Customers and potential customers Employees Investors Suppliers Partners
Mix and match
Components– E-Commerce (EC)– Business Intelligence
(BI)– Customer Relationship
Management (CRM)– Supply Chain
Management (SCM)– Enterprise Resource
Planning (ERP)
Concepts– creation and delivery– value-laden exchanges– different groups
(stakeholders)
The P’s– Price– Product– Promotion– Placement– Planning
Definition
E-Business marketing is a concept and process of adapting the relevant and current technologies to the philosophy of marketing and its management.
Growth– One billion people online– 10 million web sites– 80% of traffic goes to 0.4% of websites
The paradox– mass-personalization– Consumer desire for privacy
Historical perspective– Radio 38– TV 13– Internet 5
Is History repeating Itself?
Radio in 1899– Beginning of mass marketing, Branding– 38 years for 50 million households
Televisions 1945– 13 years for 50 million households
PC 1960– 16 years for 50 million households– CRM and database marketing
Internet 1994– 5 years for 50 million households
Role of IT Departments
Importance Communication Task Forces/Committees
– shared goals
Seeks homeostasis Goal displacement