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University
of San Francisco, School of Business Administration
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August 31 |
Why Internet Business? |
Lecture:
Introduction & Overview
Why Internet Business?
The Five Secrets of Success
September 7 |
Technology, Market Research |
Team 1: Internet Business News
Team 12: Application Brief
on Internet Usage Statistics
What are some good sources of information on Internet users and usage
patterns? What do they measure and how is the data collected?
Guest: Andrew Edelson, AudioBasket.com
The Yankelovich Monitor research on
consumer values: major findings and their implications for Internet businesses.
Course Project opportunities at AudioBasket.com.
Assignment due: Complete student questionnaire
September 14 |
E-Commerce Systems, Web Design |
Team 2: Internet Business News
Team 11: Application Brief
on Internet Analysts
Forrester, Jupiter, IDC, and other analysts predict future Internet market sizes
and trends. Who are the major analysts, what are their specialties, and
what are there strengths?
Lecture: Basic
Internet Technology,
How does the Internet work and how does the design influence business and
marketing applications?
Guest: Geoff Peck, Peck
Labs, Inc.
Basic Web design. How do you create a usable Web site?
September 21 |
Portals |
Team 3: Internet Business News
Team 10: Application Brief on Search Engines
Teams 4, 5, 6:
Portals
Describe the business models of Yahoo!, AOL/Netscape, and @Home/Excite.
Lecture: Web Site Navigation
Lecture: Just Enough Networking
Lecture: E-Commerce
Systems
What are the building blocks of e-commerce systems and how do they fit together?
Assignment due: each Team is to create their own Web site
Assignment due: Project proposals
September 28 |
Developing an Internet Marketing Plan |
Team 4: Internet Business News
Team 9: Application Brief on Internet Service Providers (ISP)
Guest: Doug Case, BZC
Associates
How do you create an Internet based marketing plan and how does an Internet plan
differ from a conventional marketing plan?
October 5 |
Security & Privacy |
Team 5: Internet Business News
Team 8: Application Brief on Server Log Analysis
Lecture: Security
& Privacy
What are the major security risks and countermeasures?
Assignment due: Web site reviews
October 12 |
Development Process |
Team 6: Internet Business News
Team 7: Application Brief on Web Site Monitoring
Teams 1, 2, 3: Business
to Consumer
Describe the business models of major consumer sites.
Guest: Ken Manning, Razor Fish
What is the process of creating and maintaining a Web based service?
Assignment due: Good, Bad, and Ugly Web sites.
October 19 |
Internet Advertising |
Team 7: Internet Business News
Team 6: Application Brief on Payment Services
Guest: Elisa Thompson
from 24/7 Media and Steven Comfort from e-groups
Does Internet Advertising work? How do you implement it and what are the
benefits? How much does it cost or pay?
October 26 |
Internet Vendors |
Lecture: Networks and Web Hosting
Team 8: Internet Business News
Team 5: Application Brief on Marketing Systems
Teams 10, 11, 12:
Internet Vendors
Describe the business models and positioning of Commerce Server Vendors,
E-Business Services, and Online Procurement Systems.
November 2 |
Community Based Marketing |
Team 9: Internet Business News
Team 4: Application Brief on e-mail handling systems.
Guest: Dan Dement,
Clearstation.com
Using PR, tradeshows, and Guerilla Marketing to establish the ClearStation brand
and grow the customer base.
Assignment due: Marketing Plan
November 9 |
EDI and E-Commerce |
Team 10: Internet Business News
Team 3: Application Brief on Personalization Systems.
Guest: Rohit Kanna,
Harbinger Corp.
What do managers need to know about implementing and managing EDI for business-to-business e-commerce
using the Internet?
Assignment due:
Marketing Plan Evaluations
Each team will evaluate the marketing plan developed by another team. This
evaluation should include a brief written summary of strengths, weaknesses and
suggestions for improvement.
November 16 |
Business-to-Business |
Team 11: Internet Business News
Team 2: Application Brief on Direct Marketing Systems
Teams 7, 8, 9:
Business-to-Business
Describe the business models of certain major business-to-business companies.
November 23 |
Presentations I |
Teams 8, 10, 12, 6 present their Marketing Plans and Web sites.
November 30 |
Presentations II |
Teams 7, 9, 11, 3, 5, 1, 2, 4 present their Marketing Plans and Web sites.
December 7 |
Future Panel |
Team 12: Internet Business News
Team 1: Application Brief on Web Enabled Call Centers
Future Panel Guests:
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Dmitri Ragano, Razorfish |
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Rohit Khanna, Harbinger |
| Patty Zablock-Macy, The Institute for the Future and Procter & Gamble |
The class and a panel of guests will discuss the future trends for Internet Business and Marketing.
Recommended reading: Chapter 5 Daily Life in What Will Be by Michael Dertouzos, Harper, 1997.
Assignment due: Final Marketing Plans and Web sites
Assignment due:
Individual Post-Mortem Analysis
A personal assessment of the development process for the Plan and Web site, how
well the deliverables meet the client's needs, and identifying any known defects
in analysis or design.
You are responsible for your learning and for helping your classmates. We will take a cooperative approach to researching and sharing information.
This course will improve your ability to:
| Use a consulting approach to analyze a situation, evaluate alternatives, and create an action plan that includes follow-up or measurement techniques. |
| Think creatively using business, marketing, and technology skills. |
| Communicate effectively and concisely. |
| Evaluate user interface designs. |
Internet use will be an integral part of this course including:
| The class Web site at www.ehrlichorg.com/mba659/ contains course materials, class notes, references, assignments, and other information. |
| E-mail for questions and assignments. |
| Collaboration tools for project work. |
Teams will take turns preparing, presenting and leading the discussion of the Internet Business News for the week. Prepare a brief presentation (5 minutes max) covering significant news items regarding Internet businesses, technology, regulation, etc. with analysis or comment on the significance of the news.
Each team will be assigned one Application Brief on a specific topic listed in the class schedule. Each Brief should include a short presentation (5 minutes max) and a short paper (max 5 pages) answering the questions given in the assignment.
Each team will be assigned on Business Brief on a specific topic listed in the class schedule. Each Brief should include a short presentation (5 minutes max) and a short paper (at most 5 pages) answering the questions given in the assignment.
Each team will create a Web site for themselves. These sites should:
Each team will develop a marketing plan for an organization. Real organizations are preferred and we will have some companies and University organizations soliciting your help.
Marketing plan topics must be approved in advance.
Each team will develop a Web site to that supports their marketing plan.
Each team will present their marketing plan and the supporting Web site just as if they were consultants presenting their deliverables to the client. The class will take the role of clients and colleagues in providing feedback and suggestions for improvement.
Guest speakers will discuss their experience with e-commerce. What you learn will extend from your ability to ask relevant questions. Please review the background information and prepare questions in advance of each guest speaker's visits.
This course will not be graded on a curve. Grades will be determined based on:
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15% |
Oral class participation, preparation, active discussion contribution, self assessment |
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35% |
News, Application Brief and Business Brief |
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5% |
Team Web site |
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5% |
Marketing Plan critique |
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40% |
Marketing Plan and Marketing Web Site including the written report and presentation |
Written assignments will be graded on proper use of Business English as well as on content.
All members will receive the same grades for Team assignments. You are responsible for assuring that everyone contributes to the success of your team.
Preparation and class participation for case analysis and other discussions. Your participation is important and your participation grade will depend on these criteria:
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Are comments relevant to the discussion? |
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Do comments increase the level of knowledge? |
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Do comments show a willingness to test new ideas? |
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Do comments build upon other comments, interact with class members, and show participation in the process? |
· Organize your ideas into a structure that suits the assignment and emphasizes the points you want to make.
· Use American business English with proper grammar, spelling, and punctuation as if you were writing for a consulting client.
· Neatness counts. All assignments are expected to be legible with 12-point type.
· Label the first page with the title, names of all team members in alphabetical order (by last name), course number, and date. Subsequent pages should include team member names, date and page numbers.
· Papers should be stapled or fastened with metal binder clips. Please, no notebooks, fancy covers, bindings, report covers, etc.
All written assignments and presentation materials will be posted to the class Web site for the benefit of other students. Please e-mail assignments before class and follow the file naming convention described below.
Please use this standard file naming convention for assignments that you submit:
| letter b as in business |
| due date as MMDD |
| hyphen |
| team number (two digits) |
| standard Microsoft Office extension: .doc or .ppt |
A Word document from team 2 due on September 1 would be b0901-02.doc
It is also helpful if you update the Title and Subject properties for Microsoft Office documents. You can access these fields by going to the File menu and selecting Properties and the Summary tab.
Any material quoted from another source (including Web sites) must be properly identified as a quote and cited according to MLA style. See The Essentials of MLA Style by Joseph Trimmer, Houghton Mifflin, 1996, starting on page 14.
The USF Policy on Academic Honesty applies to this class.
Discussion and participation in class are essential parts of this course. Students who miss more than two classes may be penalized.
My slides and materials will be posted to the Web site before each class. I will also post materials from guest speakers who are willing to provide copies. If anyone wants to share their class notes, e-mail them to me and I will post them.
Any papers that include company confidential information should be clearly marked as confidential. Confidential papers will not be posted on the Web site.
This syllabus provides a general plan for the course. Things happen and changes may be necessary. Check the class Web for the latest information.
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