Marketing in the
Information Age
A 4th year undergraduate course at
University of Toronto at Scarborough
updated 2005 Aug 30
| MGTD06
Sept
- Dec 2005
Marketing in the Information Age A 4th year undergraduate course at University of Toronto at Scarborough updated 2005 Aug 30 |
Prof.
W. Tim G. Richardson CONTACT
|
bb | course textbook
|
The methods through which products are typically advertised, distributed, ordered, accounted for, designed and tested are, since the late 1990’s, undergoing the greatest change in the history of Marketing. While the core tenets of Marketing theory will be applicable to the new world of electronic business, the ways by which actual business is accomplished will change. The competitiveness of firms will depend on how they can successfully address these changes and incorporate the new understandings.
The
course begins with a grounding in the
o
Benefits to organizations that use e-Commerce
o
Benefits to consumers that use e-Commerce
o
Benefits to society (when consumers and business use e-Commerce)
o
Limitations of e-Commerce (e-Business)
o
Technical Limitations
o
Nontechnical Limitations
Reference
is continually made to marketing in the information age in the context
of how basic marketing fundamentals are challenged: such as the “Environments”.
Understanding, and applying reasoning, as to how the rapid changes in these
environments influence marketing in the information age, is a key
learning objective.
o
Political and Legal Environment
o
Sociocultural Environment
o
Technological Environment
o
Economic Environment
o
Competitive Environment
There
is also considerable discussion of what an organization needs to do to
be successful. Various “units” will be studied such as
“Things
to be convincing about”
and
“Do’s
and Don’ts”
Objectives: The main objective of the course is to become conversant with the implications and implementations of internet related changes on business. Students are taught how to understand and reason about a variety of topics which all have fast moving time lines and involve a strong degree of personal investment in monitoring current media (newspapers and online sources). The primary way this experience will be gained is by critiquing the Web sites of particular companies in the context of the traditional marketing principles. We try to understand which principles stand and which have to be amended as the technological environment and the economic and competitive environment create circumstances in which companies heretofore never faced.
Course Format: The information will be delivered in weekly lectures based on assigned chapters from a chosen textbook and additional articles (online and offline) and URLs (web sites). Class sessions will rely on asking questions of the students to build understanding of the key topics and identify key points in traditional marketing theory and how it is applied or changed in the context of the Internet. Students will be involved in both individual activities as well as group projects. Course grades will be based on a quiz to determine how the participants are grasping the material at the beginning of the term followed by a mid-term exam. There will be extensive preparation for a large final project which will be done in group format and hosted on a web page.
Text:
|
Mandatory in
the 2005 Sept term
Title: MARKETING IN THE INFORMATION
AGE
Available in the UTSC campus
bookstore
CLICK ON THE BOOK FOR FUTHER INFO |
IT Requirements:
Since success in this course requires regularly accessing the WWW, it is necessary that you have easy access to a computer which has a modem, internet account etc. Specific recommendations will be reviewed in class. Whether you use Office 97, or Office 2000 is not critical. Your browser can be Internet Explorer or Netscape, but, make sure you have the latest version which will allow you to view java script and java applets, flash, eg. Netscape 4.9
Cases:
There will be one graded case study which you will do in a group. Specific
instructions will be handed out in class, as well as available on the professor’s
website.
http://www.witiger.com/universityoftoronto/MGTD06/assignmentsMGTD06.htm
Grading Structure:
Described
in detail at
http://www.witiger.com/universityoftoronto/MGTD06/gradingMGTD06.htm
15%
Small Test, October , in class
25%
Mid Term Exam, early November, in class
25%
Case Study - broken down into 5% pre-report, 20% final Case
35%
Final Exam
Honor Code: All students are expected to behave ethically. Unethical behavior includes failing to attribute outside sources or breach of copyright standards in the compilation of assignments and projects. “Cutting and Pasting” text from web sites, without footnoting, or otherwise providing attribution, will be deemed unethical.
Explanation of Grading and Assignment Descriptions:
See http://www.witiger.com/universityoftoronto/MGTD06/assignmentsMGTD06.htm
This Case Study is worth 25% of the final mark and due in class 3rd week in November
The assignment is designed in such a way that one should, as you attend the lectures, and go through the web site, collect information which will be used in this assignment. You should be working on this assignment from the first class and try to gather, as you go along, all the information you will need so that when you write the assignment in November, you will have covered all the required points.
This assignment can be done as an individual, or as a group. The maximum number of persons in a group is 3. There cannot be 4 group members or more since experience shows this is too difficult for group members to set meeting times and work effectively and equally on completing the tasks.
If
there is more than one person working on this assignment, it is necessary
(obviously) that you include all the group members names on the cover page.
Furthermore, if you do this assignment as a group you should verify that
each group member contributed equally and, as far as it might be possible,
identify which group member provided particular information/activity to
completing the assignment.
INSTRUCTIONS:
1.
Pick a Case
2.
Read the Case and search for additional information, online and offline,
web which would help you
understand
the context and scenario of the Case. If it serves your purpose, you can
add to the background information of the case scenario (just make sure
you explain what the additional background is when you write out your answers)
3.
Write the answers to the questions for the Case
4.
Hand the Case in , in class 3rd week in November
5.
The assignment will be typed on paper and handed in as a text document.
It will not be emailed or produced online.
6.
There will be no time extensions for this assignment
This
Case Study assignment must be done on time in order to be marked in time
for the end of term.
Extensions
will be granted only for a student who has an "extreme" personal medical
situation - of which verification must be provided
Questions
to be dealt with by the Case Study
1.
How could an e-business solution change the competitiveness of the organization?
2.
What components of an e-business solution, are most relevant to use to
further the business and marketing objectives of this company? (this
is not a simple question and your answer should be quite long and broken
down into sub-sections)
3.
Identify, and explain some of the barriers or challenges that might exist
in developing an e-business solution for this company?
Course
Topics in Detail:
see
http://www.witiger.com/universityoftoronto/MGTD06.htm for the most up-to-date
version
| Section A | Section B | Section C | Section D |
| Interdisciplinary nature
The 5(6) Environments . Advantages/Disadvantages of e-commerce benefits-limitations.htm ------------------------------------------- "Who" is E-commerce - understanding customers - e-commerce stats - mkt research - women online - CFIB ---------------------------------------- - CDN - U.S. comparisons - CDN Internet use growth - Organizations & Assoc . - views - dos and don'ts - things to be convincing . Chpt 2 Turban book - the consumer's perspective - winners, losers - Impacts on Business Process and Organizations ---------------------------------------- GUEST SPEAKER 2003 witiger.com....Ipsosreid.htm Ipsos-Reidppt at .witiger.com/powerpoints |
Strategy and Planning
- GOPST - SWOT analysis --------------------------------------------. Chpt 3 Schneider book - Strategies - Business Models online - Channel conflict - Cannibalization --------------------------------------- Chpt 3 Turban book - Business models -------------------------------------- Search Engines o issues o ranking -------------------------------------- Chpt 6 Turban book B2B business 2 business . Supplier Oriented . Buyer Oriented . Intermediary Oriented eBusiness B2B models powerpoint B2BExchanges by Sector ----------------------------------------- Chpt 7 Turban book Intranets Extranets
|
Chpt 6 Internet Mktg Plan
. Promotional Mix Online . Mass Selling . Advertising . Banner ads . Sales Promotion . Personal Selling --------------------------------------- Amazon.com video --------------------------------------- Measuring Advertising Effectiveness --------------------------------------- Chpt 8 Schneider book Creating Brands Online Branding ---------------------------------------- e-Payment Systems and credit card fraud ----------------------------------------- Domain Names o registering a domain o marketing issues o domain scams --------------------------------------- CRM CustomerRelationship Management Online Communities |
o Viruses
o Scams -------------------------------------- dot.com failures . Chpt 7 Schneider book Legal Issues o Privacy Issues o Identity Theft o Bill C-6 o Bill 88 --------------------------------------- intro 2 m-Commerce Mobile & Wireless business using WWW . M-commerce & GPS . M-commerce Killer Ap . location determinant location indeterminant . Bluetooth . m-commerce intern'ally -------------------------------------- Online Shipping --------------------------------------- Internet future needs . Holiday shopping online |
| Sept
15 2005
Sept 22 |
Sept
29
Oct 6 Test 1 (to be confirmed) Oct 10th Thanksgiving Oct 13th |
Oct 20th
Oct 27 Mid-Term Exam (to be confirmed) Nov 3 Nov 10 Nov 11 Remembrance Day |
Nov 17th
Nov 24th last class Classes end Dec 1st Case Study Due Nov 24th Dec 3-8 Study Break FINAL EXAM |