e-Marketing
CEEBS Programme
2010 Spring

Lecturer

István ESZES Ph.D.
Professor, Head of the Department Marketing Studies
Budapest Business School
 

Phone

+361 4677-852

Contact hours

Thursday, 13.30 - 14.30
Budapest Business School
1165 Budapest, Diósy L. u. 22-24.

Facsimile

+361 4071-559

Office

E228

e-mail 
(proposed way of communication)

eszes.istvan@bgf.hu

Pre-requisites

Welcome to the e-Marketing Module. The content assumes a basic knowledge of Marketing Principles, and also a basic experience of accessing the Internet. We will review those topics during the early part of the course.

Course description

e-Marketing is perhaps the most exciting development in business-to-business marketing, and consumer marketing, in the last 50 years. In only 5 years the amount of business transacted electronically has developed from minimal to a significant part of transactions - particularly in books, software, music and travel. Given this rate of growth, the future development promises to be even more dramatic and an essential tool without which businesses will wither. This module deals with the marketing aspects of e-commerce (such as communications, differentiation, strategy).
 

General Learning Objectives

On successful completion of this module students will be able to:

• Understand the role of information technology in establishing and maintaining different forms of competitive advantage within a range of key business sectors,

• Compare, contrast and distinguish critically between traditional Marketing Communications methods and digital applications such as the Internet and E-commerce.

• Propose strategic approaches that businesses can use to exploit the Internet and compile a typical Internet/e-commerce marketing plan,

• 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.

Course Requirements

• Everybody should register with Linkedin / Eszes eMarketing Group. The communication will run through it.
• Check your e-mail for course communication
• No late papers will be accepted in this class.
• This is a paperless course, most of the resources for this module will be available only electronically.

Learning Resources

• lectures (Simplified versions of the lectures in .pdf format can be later downloaded from here.)
• Chaffey, Mayer, Johnston, Ellis-Chadwick: Internet Marketing, Prentice Hall, 3rd Edition, 2005 (core manual)
• additional reading indicated on the course web site

Recommended reading

• Efraim Turban: Electronic Commerce - A Managerial Perspective 2008, Prentice Hall, 2008
• Start Your Own e-Business, Entrepreneur Press, 2007
• Tobias Kollmann: E-Business - Grundlagen elektronischer Geschaeftsprozesse in der Net Economy, Gabler Verlag, 2007
• Chris Anderson: The Long Tail: Why the Future of Business is Selling Less or More,  Hyperion 2006
• Don Tapscott - Anthony D. Williams: Wikinomics - How Mass Collaboration Changes Evereything, Portfolio, 2006
• Malcolm Gladwell:The Tipping Point - How Little Things Can Make a Big Difference, Little, Brown and Company, 2002
• Brad A. Kleindl:  Strategic Electronic Marketing, Thomson Learning, 2001
• Jeffrey F. Rayport – Bernard J. Jaworski :  e-Commerce, McGraw-Hill, 2001
•  Eszes István - Bányai Edit: Online marketing, Műszaki Könyvkiadó, 2002
• Daniel S. Janal : Online marketing Handbook - How to Promote, Advertise and Sell Your Products and Services on the Internet, International Thomson Publishing Inc.
• Bill Gates:  Business@ the Speed of Thought, Warner Books Inc., New York, USA
• R. Levine et al.: Cluetrain, Perseus Publishing (or online readable / download: http://www.cluetrain.com/book/index.html )

 http://www.adobe.com/products/acrobat/readstep2.html
 

Indicative
Assessment

40% - Seminar activity, presentations - GROUP WORK

60% - Exam - INDIVIDUAL WORK

Lecture program

 

Lecture / Workshop	Topics
March 10 08.30 - 12.00	Internet Marketing Fundamentals Current situation, terms, trends Digital Economy Assignments and presentations during the semester ONLINE MARKETING MANAGEMENT Product Price
March 17 08.30 - 12.00	ONLINE MARKETING MANAGEMENT The internet for distribution Online communication Marketing knowledge Consumer Behavior
March 24, 08.30 - 12.00	INTERNET STRATEGY DEVELOPMENT Internet marketing strategy Online marketing plan e-BUSINESS ACTIVITIES B2C B2B
April 14 08.30 - 12.00	INTERNET MARKETING: IMPLEMENTATION AND PRACTICE Web 2.0 Website design and structure SEO / SEM

 Each lecture / workshop will consist of two parts. The first part will be a dissemination of the theory underlying e- Marketing. It will generally be in the form of Power Point presentations.  A simplified version of the slides will be available for you in case you miss them. Do not rely on this and take the opportunity to miss a lecture as the actual lecture content will be substantially more than the framework on PPTs.

The second part of each session will be more interactive. We will have structured discussion groups on a related topic, or a presentation to evaluate some of the relevant websites.

At the first meeting the group will be structured into 4 groups (ALFA, BETA, GAMMA and DELTA. The tasks to be solved will be distributed among the 4 groups.

SEMINAR
ACTIVITY

Max. length of a presentation: 10 minutes

 What Makes a Good / Bad Website

All groups: 

We all want to know what makes a website good. Based on your experiences surfing the web each group should select a good and a bad example. In a short PPT presentation (max 10’) reveal for us your findings and opinion on the  chosen sites.

Some practical hints:

http://michaelhorowitz2.blogspot.com/2007/02/what-makes-good-website.html http://www.apis.ca/on_websites/what-makes-good-website.php
http://www.eberlin.co.uk/whatmakesagoodwebsite.html
http://www.webreference.com/greatsite.html

PRUDENT INTERNET COMPANIES

Download (from the intranet of ESSCA) and read through carefully the case studies of the companies (see table). Visit  and digest all the suggested links.

You have 2 different tasks to be solved:
1) The data in the case study may be outdated. Bring it to the latest stage.
2) Based on these information answer all the questions of the case study.
 

Alpha	Amazon.com
Beta	iTunes
Gamma	PayPal
Delta	PriceLine

Visit the following virtual community spaces:

• ALFA: MySpace
• BETA: Facebook
• GAMMA: Linkedin
• DELTA: Flickr

Based on secondary sources (online and offline) and on your personal experiences present the specific community space (history, target market, size: number of members, privat or public, specialization). What is the business model, the source of revenue?

ONLINE ADVERTISING

Each of the teams should look after and present an online ad-campaign using the following designated tools:

Alpha - e-mail marketing
Beta - Banner
Gamma - WOM
Delta - Viral Marketing

Simplified versions of the lectures in .pdf format ( more information during the lectures)

• UCLA World Internet Project: Digital Gender Gap, 2004

• An Introduction to Internet Marketing (Chapter 1)

• Myths and Realities of the High-Tech Economy

• Winning on the web

• Business Models
• How to create an e-commerce website?
• Price Levels and Price Dispersion on the Internet:A Comparison of Pure Play Internet, Bricks -and-Mortar, and Bricks-and-Clicks Retailers
• Cowboys or Cowards: Why are Internet Car Prices Lower?
• Promoting the website