©2006 prentice hall1-1 elc 310 day 1. ©2006 prentice hall1-1 agenda roll call introduction webct...

©2006 Prentice Hall 1-1

ELC 310 DAY 1


Agenda

• Roll Call

• Introduction

• WebCT Overview

• Syllabus Review

• Introduction to eMarketing


INSTRUCTOR• Tony Gauvin, Assistant Professor of E-

Commerce

• Contact info• 216 Nadeau• [email protected]• (207) 834-7519 or ext 7519• WebCT (Tony Gauvin)

mailto:[email protected]


Instructional Philosophy

• Out-Come based education• Would rather discuss than lecture

• Requires student preparation

• Hate grading assignments• Especially LATE assignments

• Use class interaction, assignments, quizzes and projects to determine if outcomes are met.


ELC 310 Outcomes• Learn about the transformation of the traditional or physical

marketplace into the virtual marketplace through theoretical frameworks and applied practices and examples.

• Understand the Internet environment and the opportunities and challenges organizations ( profit and nonprofit) face while entering into the electronic age.

• Understand the following e-commerce components and be able understand the contribution of each component to electronic marketing

• Business intelligence

• Customer Relationship Management in electronic marketing

• Supply Chain Management

• Value Chains

• Enterprise Resource Planning


ELC 310 Outcomes (con’t)• Understand how consumers use the Internet to

research and purchase goods and services • Be able to analyze and present an existing Case

Study on electronic marketing• Be able to conduct research for, create and present a

Case Study on electronic marketing• Plan an electronic marketing strategy for a small

business or for an e-commerce initiative within a larger firm


ELC 310 Survival Primer• Read Material BEFORE the class discussion• Check WebCT Often• Use the additional resources identified in syllabus• ASK questions about what you didn’t understand in readings• DON’T do assignments and projects at last minute.• REVEIW lectures and notes• Seek HELP if you are having difficulties• OFFER feedback and suggestions to the instructor in a

constructive manner


Computer Accounts• Computer login

• Sys admin• Pete Cyr (x7547) or Art Drolet (x7809)

• Applications

• MSDN Academic Alliance• Free Stuff • See Dr Ray Albert

• Access Cards• $10 deposit• See Lisa Fournier


WebCT

• http://webct.umfk.maine.edu• Login

• First name. Last Name• John Doe John.Doe• Initial password is webct

• Help with WebCT available from Blake Library staff• All quizzes and assignments will be administered from

WebCT

http://webct.umfk.maine.edu/


Syllabus review

• Requirements

• Grading

• Course outline

• Special Notes

• Subject to change


E-Marketing 4/EJudy Strauss, Adel I. El-Ansary, and Raymond Frost

Chapter 1: Convergence


Chapter 1 Objectives

• After reading Chapter 1 you will be able to:• Explain how the Internet and information technology

offers benefits and challenges to consumers, businesses, marketers, and society.

• Distinguish between e-business and e-marketing.• Describe the Internet and the use of intranets,

extranets and the Web.


Chapter 1 Objectives, cont.

• Explain how increasing buyer control is changing the marketing landscape.

• Understand the distinction between information or entertainment as data, and the information receiving appliance used to view or hear it.


The Music Industry• File sharing programs, such as KaZaA, enable

consumers to illegally download music.

• The Recording Industry Association of America has sued over 400 consumers for piracy.

• 14% U.S. consumers still download illegal files

• CD sales plunged to $13 million in 1999; $10.6 billion in 2003

• Apple Computer introduced iTunes at .99 each.


What will happen to the music industry?

• The actual cost of producing a CD is $10.17.

• Only $1.29 goes to the artist.

• Online distribution makes sense.

• What do you think will happen to the music industry?

• What do you think will happen to the movie industry?


E-marketing Defined

• The use of information technology • to create, communicate, and deliver value to

customers.• for managing customer relationships to benefit the

organization.

• The result of information technology applied to traditional marketing.


E-Business, E-Commerce, andE-Marketing

• E-business is the continuous optimization of a firm’s business activities through digital technology.

• E-commerce is the subset of e-business focused on transactions.

• E-marketing is one part of an organization’s e-business activities.


The Internet

• A global network of interconnected networks.

• E-mail and data files move over phone lines, cables and satellites.

• Three types of networks form part of the Internet:• Intranet: network that runs internally in an

organization.• Extranet: two joined networks that share

information.• Web: how most people refer to the Internet.


The Web Is One Aspect of E-Marketing

E-mail

Internet

UPC Scanner

PDA

Cell Phone

Web

PC

Television Refrigerator

Database

Automobile


Past, Present, and Future

• The first generation of e-business was like a gold rush.

• From 2000-2002, over 500 Internet firms shut down in the U.S.

• Almost 60% of dot-coms were profitable in the fourth quarter of 2003.

• Today, the Internet is mainstream in industrialized nations.• 20 nations comprise 90% of all Internet users.


Technology Peak of Trough of Slope of Plateau of Trigger Inflated Disillusionment Enlightenment Profitability Expectation 1990-1996 1999 2000 2001 2002 2003 2004 2005 2006 Equity Times Debt Times Positive Cash Flow

Visibility

Dot-Com Peak

U.S. Recession

E-Business Becomes “Just

Business”

E-Business Recovery Is Sweet


E-Marketing Today

• Power shift from sellers to buyers

• Marketing fragmentation: mass market to one customer

• Death of distance

• Time compression

• Knowledge/database management is key

• Marketing and technology: an interdisciplinary focus

• Intellectual capital is important resource


Consumer Control

• New technologies such as personal video recorders (PVRs) and TiVo will increase consumer control. • Convergence of television, radio, print, etc. • Customer-controlled entertainment, and shopping

on demand.


Improved Internet Strategy Integration

• Organizations will integrate information technology seamlessly into marketing strategy.• Multichannel marketing: Web site, retail store, and

catalog• Integration of inventory databases• Integration of customer service across channels


Refined Metrics

• Internet provides great deal of data, not all of which is very useful.

• Tracking customer acquisition cost (CAC) and other key metrics is a critical marketing function still in its infancy.

• Future metrics will provide better measures of performance, return on investment, etc.


Wireless Networking Increases

• Cell phones, PDAs and laptops connect to the Internet via wireless modem worldwide.• Starbucks• Hotels and airports• Queen Mary II luxury liner• Amtrak train stations

• Customers will have information, entertainment and communication when, where and how they want it.


WiFi at Train Station in France


Appliance Convergence

• The receiving appliance is separate from the media type.• Computers can receive digital radio and TV.• TV sets can receive the Web.

• New types of “smart” receiving appliances will emerge.• Internet refrigerator is many digital appliances in

one.• Global position systems (GPS) allow in-car

communication and entertainment.


Semantic Web

The Semantic Web will utilize a standard definition protocol that will allow users to find information based on its type, such as:• The next available appointment for a doctor• Details about an upcoming concert• Menu at the local restaurant

• Represents the next huge advance: providing worldwide access to data on demand without effort.

• http://www.w3.org/2001/sw/


Internet-Time Analogy

1949 Atomic1929 Quartz Crystal 1600’s Mechanical1583 AD Pendulum3500 BC Sundial

Web is here in 2004

©2006 prentice hall1-1 elc 310 day 1. ©2006 prentice hall1-1 agenda roll call introduction webct...

Documents

electronic marketing

electronic marketingbe

electronic marketingplan

electronic age

marketing landscape

webct available

internet environment

webct tony gauvin1