Title: P  2 t~6e~~s UN 17:03
Author: N
Last saved by: cheng jiang
Company: ARRAY Development

University of Ottawa School of Management

ADM 6420
Seminar in Administration: Electronic Marketing
Fall 2003

Course Outline

Instructor | How to reach me | Face to face

Nahum Goldmann

Best through email:
Nahum.Goldmann@ARRAYdev.com
Will try to answer within 24 hours

Immediately before or after the class

Please note: If you have an important query that has to be resolved face‑to‑face, it is wise to email me for a personal appointment.  Outside of class hours I would generally prefer corresponding through email.

Course Materials

All course materials and announcements will be posted on http://www.ARRAYdev.com/commerce/uottawa/uottawa-1.htm

Course Description

•	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 intensive course, our lectures, class discussions and numerous student assignments will mainly concentrate on analyzing the differences between e‑marketing and conventional marketing methods.  Why some models work and others fail will be discussed in the context of profitability, market positioning, business networking and transactions costs.  Electronic Marketing does not necessarily mean increasing traffic to your corporate Web site.  Our goal is to understand how to best make decisions regarding improving product positioning as well as profitability, ROI, and chances for survival for the corporate profit center.

•	A limited number of lectures and self study will present a new fundamental concept of the Extranet Business Community and describe what it consists of, what makes it different from conventional ways of marketing a business, and how much it might cost.

Due to highly interactive nature of the class assignment, no final exam will be administered.

Course Evaluation

1st assignment (Transactional spreadsheet) 	30% (incl. presentation 5%)
3rd assignment (Research) 	40% (incl. presentation 10%)
Attendance/Interactive participation (Class + Online)	30%

The procedure for grade reevaluation is to email me after a suitable "cool down" period a description of why you think you should receive more points.  I will then evaluate your comments and get back to you with my decision.  Please note that asking for a reevaluation means that the entire assignment can be reevaluated and your grade could be adjusted down as well as up. 

Class participation: I hope for a lively discussions and exchange of ideas.  With the dot com bubble recently burst, we have to look at stubborn facts and evaluate risk factors before making credible decisions that might affect the livelihood of many people who depend on marketing for corporate survival. The participation grade will also be assigned according to your attendance and daily contributions to class discussion, including verbal presentations.  Because the course is case‑based and class discussion is critical, attendance is also critical.

Instructors Expectations

This course is not for timid.  To do well in this course you will need to:
●	Attend classes regularly and proactively participate in class discussions and exercises.
●	Aggressively participate in all assignments and presentations
●	Proactively reach out and act entrepreneurial

1st assignment
●	Transactional Spreadsheet: Any size, save in Office 97 Excel format only, no other formats are allowed, presentation 3 min each.

●	You have to read the article listed at:
http://www.arraydev.com/commerce/uottawa/uottawa-1.htm#TransactionalSpreadsheet
Follow the Money: Who's Really Making the Dough?, By Eric Leach and Bill Henslee, Electronic Musician, Nov 1, 2001
•	Create a spreadsheet based on the numbers in this article, conduct free analysis of data in your spreadsheet and make whatever conclusions these data tell you.

•	If you wish, you could also integrate to the spreadsheet all other materials that you can find, in particular another article listed in the same section, like:
	Looking Grim at the Grammys, By Lorraine Ali and David Gates, March 11, 2001

•	If you wish, you might also consider taxation.  In this case make reasonable assumptions on taxation rates, accounting and legislative requirements based on the jurisdiction that you are most familiar with.

●	Specify currency numbers clearly and differentiate them from volume values.

●	Make use of all numbers in the article.  We are not just trying to create a balance sheet for the company, but rather do an analysis of how profitable a transactional business really is.

●	A financial spreadsheet is an information instrument.  It has to talk to the readers or even scream to them.  What kind of conclusion the numbers are supposed to scream to us?  Don't put it necessarily in many words, numbers should be shown to speak for themselves.

●	Do not provide me with any explanations in the email or any other document, all the numbers including assumptions should be listed only in the spreadsheet itself.

●	Look at the examples in accounting books or at real financial statements to improve the look and feel of your spreadsheet so that it is presented as a polished financial statement.

Your key marketing objective is to either convince me to get into the CD music business or to stay away from it.  Who can profit from it and who conceptually can't?

Imagine that you are hired by a company to provide its executives with the analysis whether to be involved in this line of ecommerce.  If yes, how to make money from it and if no, why not.  It's actually quite a simple objective.  Thousands of marketing managers face it daily.

To win in this game you probably should put different hats on.  I.e., if I were an artist, an orchestra, production company, a lawyer, manager, distributor, etc., etc.  It's not just one business but a multitude of different businesses.  Who can conceptually win in any of these businesses and what are the conditions, who is unlikely to win and why?   On the other hand, please do not ask me to spend precious marketing money if your analysis proves that it is useless, i.e., that there is absolutely no potential to profit from it.

Should I become a media lawyer?  A singer?  Should I forget about CD business and concentrate on DVDs?  Or downloads only?  What's your advice to all of us?

You can also link it somehow to the information in the other articles listed below, although this is optional.  The first article analysis is the only one which is absolutely required.  Other articles can either complement it or provide different solutions; it is really up to you how deep you would like to dig into it.

Another interesting question is whether you can find a new marketing opportunity in this pile of problems.  Somebody who can turn the marketing situation around can make much money from destroying the old paradigm.  If you can find a solution, here is your own billion dollars.

●	Email me your final versions and also bring them to the class on a floppy disk.

●	Also, in preparation for the class I suggest to find somebody to conduct a dry run, to convince in 3 min this person about potential profitability of being involved in various scenarios. 

2nd assignment (has been optional in this semester)
●	Article Review: Absolutely no more than 2 viewgraphs per person in PowerPoint format (provide your name but not a student number on the viewgraphs and exact bibliographic citation for the article), 2 min presentations + discussions.  

●	For assignment 2 select an article on page http://www.ARRAYdev.com/commerce/uottawa/indiv_present.htm and get my approval.  Take only articles that do not already have presentations linked to them.  If an article have already been taken, I will notify you and you will have to select another one.

•	What conclusions can you make from reading this and other similar articles?  Whatever it tells you loud and clear. 

•	You can also look at other similar articles to either support or challenge its statements.  Also do an Internet or library search on the subject of the article and Internet marketing, perhaps it would give you good ideas. 

•	The stronger your statements are, the better is the mark. 

●	Remember that you are absolutely not allowed to exceed the number of viewgraphs in your assignments 2 (no more than 2 viewgraphs).  Your marks will be reduced for any additional page above 2 that you would submit.

●	Make sure that you viewgraphs color choice is easy to read.  Also spellcheck and ensure the grammar is fine.

●	The viewgraph is not a long sentence dissertation; it should always consist of short bullets with the essence of what you are trying to tell and sell.  Look at:
http://www.arraydev.com/commerce/uottawa/uottawa-1.htm#Articles
http://www.kumc.edu/SAH/OTEd/jradel/Effective_visuals/132.html
http://www.majbill.vt.edu/history/hirsh/Presentation1.html
http://www.uow.edu.au/informatics/maths/post/talk.html
for more information on How to Make Good Presentations.

●	You have to convey not just the substance of the material but the importance of what is presented in this article.

●	When doing a presentation, always turn on a Rehearse Timing feature in the PowerPoint Animation menu.

●	I suggest you also make a 2-min dry‑run presentation to somebody who you trust and ask whether they understand the viewgraphs and your message well.   Ask them to tell you back the key messages they understood from it and readjust your presentation accordingly.

●	Email me your final versions and also bring them to the class on a floppy disk.

3rd assignment
●	Research Assignment: Book chapter or case study, 1 min per viewgraph presentation (provide your name but not a student number on the viewgraphs and exact bibliographic citation for the article) + discussions

●	For assignment 3 select a section in Research Topics listed on our site.  If the Section exceeds 7 subheading, select only half of this section.

●	Remember that you are absolutely not allowed to exceed the number of viewgraphs in your assignment 3 (no more than 1 viewgraph per section head and all subheadings).

●	Make sure that you cite on the corresponding pages all the publications and Web sites that you consulted, especially if you used various sources for different slides, which as a rule you should.

●	Assume that your boss is asking you what opportunities are in the B2C for our company.  He has heard that Amazon.com is already doing it and even making money.  Do they?  Should we also do it or better to skip?  What's new there?  What's substantive and what's a fad?  Should we spend money to do the same?  Give only conclusions on the viewgraph but be ready to support them in your presentation.

●	You have to briefly explain what it is that makes them profitable or original or totally unsuccessful and what's most important factors and pitfalls are there for an organization to consider when implementing.  Use history only if it helps you to cover these issues.

●	You have to convey not just the substance of the material but its importance.  Place a focus on the marketing and profitability of various concepts as the main criterion for their relevance.  Which ones are so far successful and who ones aren't and why?

●	Your emarketing definitions should be proactive or profit oriented.  Look at the recommended Internet marketing books to make it deeper.  You need original conceptual material.  Definitely read various points of view and select most credible, it is possible to find them on the Internet.

●	The key challenges that the industry faces is profitability, viability, ROI, and development of marketing channels.  New rules are there to resolve these challenges.  Pls reflect on it.

●	When doing a presentation, always turn on a Rehearse Timing feature in the PowerPoint Animation menu.

●	Try to make a dry-run presentation to somebody who you trust and ask whether they understand the viewgraphs and your message well.   Ask them to tell you back the key messages they understood from it and readjust your presentation accordingly.  Rather than mechanically reciting what is written elsewhere, if for each viewgraph you convey no more than the 3 most important messages that they have to take from it, you will succeed very well indeed.

●	Email me your final versions and also bring them to the class on a floppy disk.

Schedule

Due to the interactive character of this class, the enrollment is typically limited to 15-20 students.

Students
●	Transactional Spreadsheet
●	Research Assignment

Lecture

Discussions: Everybody

Note that the syllabus below might change due to availability of cases, guest speakers and other factors outside our control.

Date | Subject | Reading Assignment
2003-10-29 | Course introduction and overview.  Student introductions. Introduction to Emarketing | Web site materials and recommended books

2002-11-05

E-marketing challenges and opportunities 
Comparing Web to other marketing channels

143 Follow the Money: Who's Really Making the Dough?, By Eric Leach and Bill Henslee, Electronic Musician, Nov 1, 2001

2002-11-12 | e-Marketing Strategies: B2C, B2B, B2B2C, G2B | Web site materials and recommended books
2002-11-19 | Creating customer value online /3^rd assignment starts | Web site materials and recommended books

2002-11-26

Disintermediation and Reintermediation/
3^rd assignment

Web site materials and recommended books

2002-12-03 | e-Marketing Communication /3^rd assignment finishes | Web site materials and recommended books