ARRAY Development University of Ottawa

University of Ottawa School of Management
Graduate Certificate in e-Commerce
Course ADM 6420
Seminar in Administration: Electronic Marketing


Nahum Goldmann <array (at)>

October 30 to December 11, Wednesdays, 16:00 to 19:00, VNR283
January 10 to February 14, Thursdays, 16:00 to 19:00, Lab VNR074


Course Description

 Course Outline

School of Management at the University of Ottawa is conducting a Graduate Certificate in e-Commerce Course ADM 6420 Seminar in Administration: Electronic Marketing. This highly interactive hands-on course will provide students with the theoretical and practical skills necessary to support marketing of an Internet commerce (iCommerce) enterprise.

In this highly intensive course, our lectures, class discussions and numerous student assignments will mainly concentrate on analysing the differences between e-marketing and conventional marketing methods.


Transactional spreadsheet (Assignment #1)

Background Information


Research Topics (Assignment #3)

(Explore and present through the prism of Profitability)

Part I: E-Marketing in Context Part II: E-Marketing Environment Part III: E-Marketing Strategy Part IV: E-Marketing Management Part V: Global Perspective

Business Plan: Key Questions

Note: Your overall presentation can never exceed 12 PowerPoint viewgraphs!

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# Key Questions Comments
1) Who are you? Outline the Management Team, esp. CEO, CMO and CFO capabilities, as well as your technological and communications resources. Stress your credentials-- general and in the business space that you plan to win at.
2) What is your business proposition and how to make it profitable? Stress profitability, uniquness and show how it is different from the leading offline incumbents -- besides being online. Describe how in this industry the new online ASP environment be able to replace the traditional face-to-face personal interactions,
3) Where are the main markets geographically and vertically? Please address whether you have found a business mechanism that replaces the old-paradigm face-to-face market intearction -- or a way to integrate it into interaction without incurring the labor costs. Do you absolutely have to partner with the traditional offline companies and how do you plan to approach then and to overcome barriers to such partnerships?
4) What is the state of the competition and who are your key competitors? Outline the overall environment and specify your top 3 leading offline and online competitors in the world. Note whether in the old (curent) paradigm any of the offline wholesalers /retailers dominate this commercial space or it is totally fractionalized and nobody dominates.
5) Why would you succeed where everybody else is failing? Stress differentiation and a business solution, not just a technology. If you plan to partner with the the leading offline incumbents specify how you would approach their key decision makers and why they would partner with you personally.
6) What do you need to get started and how do you plan to run? Provide 3 years Income Statement Projections (1 slide, first year on a quarterly basis, second and first annual only), and Start-up Expenses and Operating Capital (1 slide)


Individual Presentations


Frequently Asked Questions


VC Sources and Accelerators

  INFON - Venture Capital Database
  The University of Toronto Innovations Foundation
  Toronto Venture Group
  Canadian Venture Capital Association
  Ascenso Development Group
  The Entree Venture Capital Network
  Genesis Group - Venture Capital
  Decision Point International
  Green Tree Financial Services Corporation
  ideaPARK Inc.
  The Banyan Effect, the Canadian Bootcamp for Internet Startups
  Angel Society
  Angel Advisor


Web Sites

  Dot-com Failures -- a deathwatch for Internet companies Directory
  Social, Ethical and Environmental Investing and Corporate Accountability
  Business Week's top business graduate schools ranking and profiles
  Electronic Commerce in Canada
  The E-Commerce Advisor™
  MBA Jungle
  Ecommerce Times
  Competitive Intelligence


Articles and Reports

Hubs, Nodes, and Bypassed Places: A Typology of E-commerce Regions in the United States, By Matthew A. Zook, Public Policy Institute of California & University of Kentucky, Nov. 30, 2001
Top 50 Internet Companies, Internet World, September 15, 1999
Mika Grondahl, The Coming Commodization of [Programmer] Compensation, Baseline, September 2003, pp. 28-29.
  The New Ten Commandments, Business2, December 15, 2000
Where are SI Profits?
US market segmentation
Ecommerce revenues by categories, KMWorld, June 2000
Killer E-Business Apps,, October 11, 2000
Opportunity Matrix (produced by a leading ERP vendor), 1999
Attitudes towards advertisers using different Direct Mail media, 2002
6 Simple Steps To Promoting Your Intranet
The Caring Extranet: Implementing Extranet Business Communities By Nahum Goldmann,, Journal of Internet Banking and Commerce (JIBC), October 1999, vol. 4, no. 1 To rapidly restructure itself, an organization needs to establish a special framework, a multiphase program for managing the transition process. This article describes how to define such a framework. It introduces a new fundamental concept of the Extranet Business Community and describes what it consists of, what makes it different from conventional ways of running a business, and how much it might cost.
Implementing Extranet Business Communities, zipped rtf, By Nahum Goldmann,, The Journal of Electronic Commerce, 1999, vol. 12, no. 2, pp. 14-24
Communities of Practice Learning As A Social System, By Etienne Wenger
10 Critical Success Factors in Building Communities of Practice, By Richard McDermott, Ph.D.
The Critical Role of Independent Security Audits, By Nahum Goldmann and Ed Orton
Web Integrators Buy Online, By Jennifer D'Alessandro, VARBusiness, August 7, 2000 pp. 66-67,
Transaction Pricing, presented by Mary Bundy, EDS Canada Inc., 2002
Strategic Planning Presentations, 2002
Less is Better: Put the Visuals Together, By Jeff Radel , July 1999.
How to Make Good Presentations, By Richard Hirsh Professor, Virginia Tech Copyright 1997.
Good Presentations and How to Achieve Them, University of Wollongong, Australia
Effective Presentations, By Harry S. Wildblood, University of Illinois, Department of General Engineering



ARRAY Development Internet Journals



E-Marketing, Third Edition, by Judy Strauss, Adel El-Ansary, Raymond Frost Paperback: 608 pages ; Publisher: Prentice Hall; ISBN: 0130497576

Dan Janal's Guide to Marketing on the Internet: Getting People to Visit, Buy and Become Customers for Life (2000), by Daniel S. Janal.
Principles of Internet Marketing (2000), by Ward Hanson.
Internet Marketing, 3rd Ed. (2000), by Charles Hofacker.
Planning Your Internet Marketing Strategy: A Doctor Ebiz Guide, by Ralph F. Wilson.
Internet Marketing for Less Than $500 Year: How to Attract Customers and Clients Online Without Spending a Fortune, by Marcia Yudkin.
World Wide Web Marketing: Integrating the Web into Your Marketing Strategy, 3rd Edition (2001), by Jim Sterne.
Internet Marketing : Strategy, Implementation and Practice, by Dave Chaffey, Richard Mayer, Kevin Johnston, Fiona Ellis-Chadwick.
Marketing and the Internet (2001), by Eloise Coupey.
Strategic Electronic Marketing (2001), by Brad Kleindl.
E-Commerce (2001), by Rayport and Jaworski.
Internet Marketing (2000), by Paul Richardson.
Electronic Marketing (2000), by Reedy, et all.
High Tech Start Up : The Complete Handbook for Creating Successful New High Tech Companies, by John L. Nesheim
Technology Valuation Publications
Re-thinking the Network Economy, by Stan Liebowitz


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