In Progress

Future Lectures - Work in Progress

* Disintermediation and channel conflict
* Financial services
* PC sales
* Realtors

* How does your customer search?
* How much work is it to buy from you?
* different search objectives, risk
* Access; filtering (compare to offline)
* Developing an internet marketing campaign

• Integration with offline marketing

* Search engine optimization, referral rings

• B2B
  • Online marketplaces
  • Supply chain management
  • EDI and internet transactions; XML; extranets
  • Sourcing solutions

• Narrowcasting
  • Winner take all markets
  • Why is there so much pornography on the internet?
  • Issues
    • Piracy and rights management
  • New technology
    • Internet TV

• User Generated Content, Web 2.0 etc.
  • The importance of the network effect
  • Networking sites
    • Social: MySpace, Facebook
    • Professional: LinkedIn
    • Dating sites
      • What does eHarmony tell us?
  • Communities

• Other Topics - place holder
  • eBay, Amazon shops. other online retail auctions
  • Priceline, hotels.com etc.
  • Airline pricing and yield management
  • Payment systems - PayPal
    • Why did we need PayPal?
  • Economies of scale
    • Amazon's web services
  • Why so many things are free on the internet - Hotmail, gmail, etc.
    • The importance of lock-in (switching costs)
  • Job search sites
  • The mobile internet
  • Open source
  • Economics of search
  • Customer feedback
  • Characteristics of networks - small world effect
  • User communities
  • Dell and online configuration
  • Remote applications - surgery
  • The IT industry - selling pans to gold miners
    • Arms race
  • Internet strategy - leveraging asymmetries
  • Online learning
  • Price discrimination and yield management
  • Portals (WebMD etc.)
  • Blogs
  • Wikipedia, "wikinomics"

Ideas for Improvement

• Be more explicit about the pure internet businesses
  • How they generate such large market caps
  • Why they're so attractive to investors (particularly high growth rates)
• Explain more about the role of venture capital and the startup process
• Consider some history of the internet
  • Timeframes, evolution
• Make the content and the key messages tighter
  • Sometimes the key message gets obscured in the details
  • Customer acquisition cost needs to be clearer earlier
• Tighten references and citation standards
• Explain business research methods earlier
• Start group project earlier
• Put long tail effect earlier - in retail section
• Students really struggled with market size - need to explain what that is and where the information comes from (and why its important)
  • Explain that it's just the sum of revenues of companies in the industry
• Some (most?) didn't really get 5 Forces - need to introduce basic tools earlier
• Need to explain competitive strategy better - lots of people couldn't tell the difference between competitive strategy and marketing strategy
• Startup/entrepreneurial endeavours
  • Cash flow, financing
  • People wanted to understand this!
• Explain most used tools more clearly - hotmail, google — in terms of the basic functions in business: communication, search
  • could talk about skype
  • Tv - produce it and get it to you
• do more on web site design: how it works, why it is important, what it involves, what it costs
• what web sites have had the biggest impact on your life and why
• more standard stuff e.g. online banking
• more to come

Project Ideas

• Brightcove
• Television
• Apparel retailing online
• Logistics
• Internet banking
• Internet gaming (gambling)
• Social networking - making money from it
• Wireless internet business opportunities
• Selling clothing on the internet
• Movie rental business
• Outsourcing
• Buying groceries on the internet
• Second Life and Virtual Worlds
• Customer service and the internet
• Cloud computing
• Something involving internet survey
• Internet business plan