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Pre-requisites |
Welcome to the e-Business workshop. The content assumes a
basic knowledge of Marketing Principles, and also a basic experience
of utilizing the Internet. We will review those topics during the
early part of the course.
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Course description |
With the widespread diffusion of desktop computers,
the Internet, and the World Wide Web over the past decade, more and
more of what a modern enterprise does each day involves the movement
of electronic bits of information. From this vantage point, the
modern enterprise is becoming ever more "digital" in terms of what
it is and what it does. This course addresses the digital aspect of
the enterprise.
It
deals with the marketing aspects of e-business (such as different
forms of retailing, digital marketing,
online advertising, e-commerce, role of the government in the
legislation of e-commerce).
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General Learning Objectives |
On
successful completion of this workshop students will be able to:
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Understand the role of information technology in establishing and
maintaining different forms of competitive advantage within a
range of key business sectors,
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Compare, contrast and distinguish critically between traditional
Marketing Communications methods and digital applications such as
the Internet and E-commerce.
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Propose
strategic approaches that businesses can use to exploit the
Internet as a marketing communication channel
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Critically appraise Internet and e-commerce activities of
companies, from using the Website as a communications tool to the
impact of the Internet on distribution channels, marketplaces and
relationships with business partners.
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During
the course you will get a realistic insight into the everyday
work of some outstanding Hungarian e-business companies.
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Based
on your personal impressions and on the information collected
from online and offline sources you will prepare a case study
and a presentation about your findings.
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Course Requirements |
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Check your e-mail for
course communication
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This is a paperless
course, most of the resources for this module will be available
only electronically.
- Visit regularly the course website
- At the first meeting the group will be structured into
subgroups
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REPORT &
PRESENTATION
Hand-in date:
July 9, 2009
until 14.00 |
Each subgroup has to elaborate a task assigned to the subgroup at
the opening lecture.
All of your findings should be included
in a written report (25.000 characters)
fulfilling all the formal requirements of a scientific paper. At the
last meeting each subgroup should present the most
important findings of its work (max. 20 minutes / group)
Task1: ONLINE RETAILING
Based on your personal experiences and information collected during
the company visits (Bookline, G-Roby) analyze the following main
issues.
- Characteristics of the companies visited (history, size,
product mix, pricing strategy, promotion activity)
- Development (sales volume, marketshare, profitability) of
the visited companies.
- Biggest ompetitors on the market
- Target market, consumer attitude, purchasing habits,
segmentation of the consumer
- Delivery and payment methods
Task2: ONLINE MARKETING
COMMUNICATION
Based on your personal experiences and information collected during
the company visits (Adverticum, Kirowski) analyze the following main
issues.
- What is the digital marketing? What kind of online
promotional tools are utilized?
- What is the target market of the online marketing
communication services? Who are the biggest players on the
Hungarian online advertising market?
- What are the typical functions of the ad-server?
- Ad targeting and optimization
Task3: E-COMMERCE IN HUNGARY
When e-commerce began in the 1990s, everything was an innovation
and, by definition, everything was new and exciting. Now, there is
more consolidation and less innovation. Based on your personal
experiences and information collected during the company visits
(G-Roby, Bookline, Adverticum, Kirowski, Prime MInister's Office)
analyze the following main issues.
- Analyze the present situation of B2C e-commerce in Hungary,
compare the major e-commerce models, their advantages and
limitations.
- Comparing the Hungarian situation to other members of the
European Union.
- What is the role of the Government in the financial and
legal regulation of the e-commerce?
- How do they support the SME companies?
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Learning Resources |
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Online and offline
resources
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Company visits, meeting
with company managers
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Online company information
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Recommended reading |
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Efraim Turban: Electronic Commerce - A Managerial Perspective 2008, Prentice Hall, 2008
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Start Your Own e-Business,
Entrepreneur Press, 2007
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Chris Anderson: The Long
Tail: Why the Future of Business is Selling Less or More,
Hyperion 2006
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Don Tapscott - Anthony D.
Williams: Wikinomics - How Mass Collaboration Changes Everything,
Portfolio, 2006
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Malcolm Gladwell:The
Tipping Point - How Little Things Can Make a Big Difference,
Little, Brown and Company, 2002
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e-Library |
On the web site there is a
small electronic library containing
different publications related to Internet Marketing. With respect
to the large size of the different materials it is recommended to
download the files. A great part of the publications is in .pdf
format. The Acrobat reader can be downloaded free of charge from
this site:
http://www.adobe.com/products/acrobat/readstep2.html
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PROGRAMME, COMPANY VISITS
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June 23
14.00 - 16.00 |
Opening lecture ESSCA Building |
June 29,
Monday
13.30 - 16:00
Meeting at 12.30 in front of the ESSCA Building! (car) |
G-Roby Online -
Shopping comes to door ADDRESS: 1186 Budapest, Közdülő
u. 46 - 50.
Google Maps:
Nagyobb térképre váltás
HOMEPAGE
https://www.groby.hu/
THINGS TO READ
G-Roby
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June 30,
Tuesday
14:00 - 16:00
Meeting at 13.15 in front of the ESSCA Building! (car) |
Adverticum Address:
1118 Budapest, Ugron Gábor u. 35.
Google Maps:
Nagyobb térképre váltás
Things to read:
About the company:
http://www.adverticum.com/article.en/1000/
Most important product (Adverticum AdServer):
http://www.adverticum.com/article.en/954/
about adserving:
http://en.wikipedia.org/wiki/Ad_serving
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July 2,
Thursday
10:00 - 12:00
Public transport |
Prime Minister's Office
Senior State Secreteriat for InformaticsADDRESS: 1024
Budapest, Szilágyi E. fasor 11/b
Google Maps:
Nagyobb térképre váltás
THINGS TO READ
http://ekk.gov.hu/en/egc/greetings
Beyond legislation (ppt Presentation)
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July 2,
Thursday
14:00 - 16:00
Public transport |
Bookline
ADDRESS: 1097 Budapest, Ecseri út 14 -
16.
Google maps:
Nagyobb térképre váltás
HOMEPAGE:
http://bookline.ro/search/categories.action?id=hu-foreign_000&_v=English_Books
THINGS TO READ
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July 7,
Tuesday
14:00 - 16:00
Public transport |
Kirowski
ADDRESS: 1075 Budapest, Károly körút 9.
Google maps:
Nagyobb térképre váltás
HOMEPAGE:
http://www.kirowski.com/#introduction/about_us
THINGS TO READ
Kirowski Credentials
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July 9,
Thursday
14:00 - 16:00 |
Final meeting: hand-in of the Reports, Presentations of the
subgroups ESSCA Building |
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Useful links |
Route Planner
for Public Transport in Budapest
BKV Public Transport Company |
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Additional readings from e-library (.pdf) |
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