By the end of the course the students will:
- Be able to distinguish between the various Internet business models.
- Understand the implications of Web 2.0 and the Long Tail
- Understand peer-to-peer and collaborative consumption
- Understand how to apply gamification and serious games to activate users
- Understand the basics of Web site structure and usability
- Understand the various tools available for eMarketing, and the pros and cons of each.
AGENDA FOR THE SESSIONS: Classes are held on Mondays and Wednesdays from 11:10 to 12:30.
Feb 9 Introduction - (Motivation / Entrepreneurs Profiling) - Easy/Hard traffic light PBF/DR
First Half
Feb 11 The Long Tail (update) PBF
Feb 16 Internet Business Models PBF
Feb 18 Spotify Case Study DR
Feb 23 IoT and Wearables DR
Feb 25 Platforms, Ecosystems, Crowdsourcing PBF
Mar 2 Google Case PBF
Mar 4 Mobile Business Models (guest speaker) Guest
Mar 9 Web Site Design and Structure DR
Mar 11 User Experience / Funnels (Workshop) DR
Mar 16 Gamification PBF
Mar 18 Tutorial PBF/DR
Mid-term PBF/DR
Mar 23 -27 Project Presentations of e-Business Company Project
Second Half
Mar 30 - Apr 6 Semana Santa - no class
Apr 8 Introduction to the Google Online Marketing Challenge PBF
Apr 13 Search Engine Optimization DR
Apr 15 Search Engine Optimization DR
Apr 20 Google Adwords Tutorial PBF
Apr 22 Google Adwords Tutorial PBF
Apr 27 Google Adwords Tutorial
Pre-Campaign Strategy Due PBF
Apr 29 Google Adwords Quiz / Campaign Launch! PBF
May 4 Google Analytics Guest
May 6 Google Analytics Guest
May 11 Marketing through Social Networks DR
May 13 Marketing through Social Networks DR
May 18 Collaborative Economy Guest
May 20 Collaborative Economy Guest
May 25 No class
May 27 Tutorial PBF
Finals
Jun 1 - 12 Final Presentations
Methodology
A. Reading assignments: read text assignments prior to class and be prepared to discuss the text material, answering instructor questions orally with well-organized thoughts and ideas.
B. Class attendance: you are expected to attend each class period, be on time and stay the full class period or be counted absent. You are responsible for all course material missed due to absence. The instructor does not provide class notes for classes missed.
Note: Absence from class for any reason will result as a 0 for that class unless you turn in a written summary of the materials for that day.
C. Group project. You should select your own group with whom you will work for the class duration for a major project. You will propose a new Internet-based business, including the following:
a. Who is your target market?
b. How will your business add value for the visitor?
c. How will you make money?
d. How will you differentiate yourselves from competitors?
Your final presentation (during the mid-term exam period) will detail the above, plus include a detailed analysis of your competitors, an estimate of your startup costs, and an implementation plan.
D. Google Online Marketing Challenge: The challenge is a global online marketing competition developed by professors from across the globe in collaboration with Google. It starts in February 2010 and is open to any higher education institution from anywhere in the world. Student groups will receive US$200 of free online advertising and then work with local (SLC) businesses to devise effective online marketing campaigns [using Google Adwords]. They will outline a strategy, run their campaign, assess their results and provide the business with recommendations to further develop their online marketing. Written documentation will be required during each step in the process. Global and regional winners will be announced by Google in July, 2010.
REQUIREMENTS, EXPECTATIONS, AND ASSESSMENT
PUNCTUALITY (respect for your time and that of others!) and active PARTICIPATION (of highest quality and building on the comments of your classmates) are two essential requirements for this course.
Your final grade consists of the following:
1. Class attendance and participation 30%
2. eBusiness Project presentation 35%
3. Google Online Marketing Challenge Project 35%
To successfully complete the course, you must have made the minimum required grade for passing on the two major projects - the eBusiness Company Project and the Google Online Marketing Challenge.
Identified cases of PLAGIARISM in individual or group submissions will lead to suspending the course.
Below are the evaluation criteria for each part:
1) Class Participation: Come to class ON TIME, PREPARED to take part in the case discussions and other activities. You will be assessed on the QUALITY of your comments and your ability to CONNECT with and build upon the comments made by your colleagues.
Note: Absence from class for any reason will result as a 0 for that class unless you turn in a written summary of the materials for that day. If you miss more than 7 classes without a valid excuse, you will receive a 0 for your overall participation grade.
2) Presentations: You will make several presentations during the course:
- Presentations will be evaluated based on the following main criteria:
o Introduction and Conclusion
o Contents
o Presentation materials
o Presentation style and execution
3) Readings: For textbook readings (mostly from Gallaugher), you are expected to be able to answer the questions at the end of each section. For the case studies, your task is to answer the questions. Follow the links on the page to the various articles and audio and video resources until you feel you´re able to answer the questions completely.
You may be given a surprise quiz at the start of class. These quizzes count as part of your participation grade.
4) Retake Exam
Consists of either or both of the following which you failed during the regular course: eBusiness Project and Google Online Marketing Challenge Project. The Google Challenge Project can be replaced with a re-take exam, but the eBusiness Project is a written analysis of an existing company following the guidelines on estudy. Your grade on the re-take will be the average of your final grade for the regular course and your grade on the re-take.
Recommended Textbooks
Gallaugher (2013) Information Systems: A Manager´s Guide to Harnessing Technology. Available online at http://catalog.flatworldknowledge.com/bookhub/reader/5425
Adwords:
The Student Guide - http://www.google.com/onlinechallenge/student_guide.pdf
The Guide to Setting Up Your AdWords Account -http://www.google.com/onlinechallenge/adwords_setup_guide.pdf.
The Guide to Running Your AdWords Account - http://www.google.com/onlinechallenge/adwords_guide.pdf
The Textbook - http://www.google.com/events/business_educators/files/MarketingAndAdvert...