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6. Course Plan and Schedule (of M-WB) |
Course and Lecture Plan/Time Schedule/Required Readings
lecture 1:
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Introduction to the course, Conceptual Framework for E-services.
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| lecture 2: |
Conceptual Framework for E-Services, Business Models on the Web I,
Case Study: The Search Engine Market.
Required Readings:
Text Book Chapters:
1. Introduction
2. Business Models
Articles:
- Amazon.com: Marching Toward Profitability.
- Searching For Revenue On The Internet: Yahoo!AcquireOverture.
- Pricing and Branding on the Internet
Optional Articles/Reports:
- BUSINESS MODELS ON THE WEB, Michael Rappa
- eBay and Google: A Coopetition Perspective
Learn by Doing it, Evaluate: GOOGLE
Things to read:
Articles:
- What is Google AdSense
- What Are Google AdWorks
- Search Engine Advertising, Lecture Notes
- Evaluate Google Web Site: Use the framework presented by MICHAEL RAPPA
Learn By Doing: Evaluate Yahoo! and eBay
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| lecture 3: |
Conceptual Framework for E-Services, Business Models on the Web I,
Case Study: The Search Engine Market.
Required Readings:
- Text Book Chapters:
3. Section 3.5 Internet & Web: Features
13. Auctions, Portals, Communities
Articles:
- AOL: The Emergence of an Internet Media Company.
- DoubleClick and Internet Privacy
Learn By Doing: Evaluate Yahoo! and eBay (cont.),
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| lecture 4: |
Business Model for the Web II will be next lesson!
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| lecture 5: |
Business Model for the Web II, Case Studies
Required Readings:
Text Book
10. Retailing on the Web
11. Online Service Industries
14. Online Content Providers
Articles:
- Internet Taxation
- SAP and the Online Procurement Market
- NIKE - Channel Conflict
- Gap.com
- Disintermediation in the U.S. Auto Industry
Learn By Doing: Amazon.com, ITUNES MUSIC STORE
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| lecture 6: |
Mid Term Project Progress Reports and Presentations
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| lecture 7: |
Implementation Strategies I, Channel Conflict, Case Studies
Required Readings:
Text Book/Case Book:
Case Book Sections:
1. P&G
2. Avon
3. Reed
8. WebMed
10. RealNetworks
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| lecture 8: |
Performance and Metrics, Intellectual Property, Trust, Data Privacy, Ethics
Required Readings:
Text Book:
9. Ethical, Social, Political Issues
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| lecture 9: |
Implementation Strategies II, Digital Markets, Case Studies
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| lecture 10: |
Customer Interface, Commerce and Branding, Case Studies
Required Readings:
Text Book:
7. Marketing Concepts
8. Marketing Communications
Optional Chapter:
4. Building E-commerce Web Sites
Optional Articles:
- E-Commerce Building Blocks
- Karen Brown
- What Is RSS
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Final Reports, Deadline 12 o'clock.
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E-Commerce Resources 
