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
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