©2006 Prentice Hall1-1 ELC 310 DAY 1

©2006 Prentice Hall1-1 Agenda Roll Call Introduction BlackBoard Overview Syllabus Review Contract on Classroom behavior Introduction to eMarketing

©2006 Prentice Hall1-1 INSTRUCTOR Tony Gauvin, Associate Professor of E- Commerce Contact info 216 Nadeau (207) or ext 7519

©2006 Prentice Hall1-1 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.

©2006 Prentice Hall1-1 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

©2006 Prentice Hall1-1 ELC 310 Outcomes (con’t) Understand how consumers use the Internet to research and purchase goods and services Plan an electronic marketing strategy for a small business or for an e-commerce initiative within a larger firm 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

©2006 Prentice Hall1-1 A Philosophy of Education Secondary Education Bloom level 1 (mostly) with some level 2 exposure 100 level course Bloom level 1 & level course Bloom level 2 & 3 & level course Bloom level 3 & 4 & level course (and graduate school) Bloom 4 & 5 & 6 ELC 310 at Bloom level 4, 5 & 6 My job is to get you to those higher level of cognitive ability Creating an eMarketing plan is at level 3, 4 & 5 Case Study analysis exposes you to level 4, 5 & 6 cognitive abilities The business management program is beginning to use Bloom taxonomy which is one of the most widely accepted models for student outcome assessment in higher education. The eCommerce program is based on Blooms taxonomy from the very beginning

©2006 Prentice Hall1-1 ELC 310 Survival Primer Read Material BEFORE the class discussion Check Blackboard 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

©2006 Prentice Hall1-1 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

©2006 Prentice Hall1-1 Blackboard Login name and password Help with Blackboard is available from Blake Library staff All quizzes and assignments will be administered from BlackBoard

©2006 Prentice Hall1-1 Syllabus review Requirements Grading Course outline Special Notes Subject to change

©2006 Prentice Hall1-1 Contract on Classroom Behavior Agreement between Professor and Students Most of Material in the Contract is from Taking Back the Classroom: Tips for the College Professor on Becoming a More Effective Teacher Dr. Delaney R. Kirk, Professor of Management, Drake University 10% of Grade Student and professor must agree to abide by contract

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©2006 Prentice Hall1-1 E-Marketing 4/E Judy Strauss, Adel I. El-Ansary, and Raymond Frost Chapter 1: Convergence

©2006 Prentice Hall1-2 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. 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.

©2006 Prentice Hall1-4 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 music-sales-main_x.htmhttp:// 04-music-sales-main_x.htm

©2006 Prentice Hall1-5 What will happen to the music industry? The actual cost of producing a CD is $ Value = benefits – costs Value of CD vs MP3 to consumer? Only $1.29 goes to the artist. Value of CD vs MP3 to 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?

©2006 Prentice Hall1-6 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.

©2006 Prentice Hall1-7 E-Business, E-Commerce, and E-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.

©2006 Prentice Hall1-8 The Internet A global network of interconnected networks. 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.

©2006 Prentice Hall1-9 The Web Is One Aspect of E-Marketing Internet UPC Scanner PDA Cell Phone Web PC Television Refrigerator Database Automobile

©2006 Prentice Hall1-10 Past, Present, and Future The first generation of e-business was like a gold rush. From , over 500 Internet firms shut down in the U.S. Almost 60% of dot-coms were profitable in the fourth quarter of Today, the Internet is mainstream in industrialized nations. 20 nations comprise 90% of all Internet users.

©2006 Prentice Hall1-11 E-Business Recovery Is Sweet

©2006 Prentice Hall1-12 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

©2006 Prentice Hall1-13 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.

©2006 Prentice Hall1-14 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

©2006 Prentice Hall1-15 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. Customer lifetime value Profit derived from customer - CAC

©2006 Prentice Hall1-16 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.

©2006 Prentice Hall1-17 WiFi at Train Station in France

©2006 Prentice Hall1-18 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.

©2006 Prentice Hall1-19 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.

©2006 Prentice Hall1-20 Internet-Time Analogy 1949 Atomic1929 Quartz Crystal1600’s Mechanical1583 AD Pendulum3500 BC Sundial Web is here in 2008