BUAD 884: Marketing and Electronic Commerce (Network Commerce) Fall 2001

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Last updated, October, 2001

Contact Information

Class Webpage: http://learn.at/buad884
Alex's Webpage: http://www.udel.edu/alex
Class Discussions
Class Dictionary of Terms
Work in Progress

Instructor: Alex Brown
Phone: 610-255-5762
Email: alex@udel.edu

Course Description

Business is experiencing a significant transition. This transition is based on the fact that we are now in a networked environment. Old business models are no longer valid, new business models are beginning to emerge. Things are changing. This course is designed to familiarize students with the emergence of a new economy. The course will give students a clear understanding of the field of electronic commerce (as we understand it now) as well as the skills to develop electronic commerce applications (on the web.)

Guest Speakers

I will try to get as many relevant guest speakers as possible to help keep this class current. If you know of anyone that you think would be able to add value to this course, please let me know. Previous guest speakers have included Eric Raymond (Open Source Institute), Jeff Peterson (DuPont), David Shepherd (Emeron.com), Chip Weldon (WingsanBank), Hugh Tammassia (ESPCard) and Carl Jacobson (UD).

Course Schedule

The following course schedule is tentative and you need to expect it to change.

Session Number and Theme Session Title Readings Tasks Addendum
1, Thursday, August 30 MEDIA Introduction, History and Infrastructure of the Internet Readings Buy Texts
2, Internet and Web Readings
3, Marketing Medium: Advertising
Web Development and Design 		Readings Complete Resume
4, Promotion on the Web, Banners and Affiliates Readings
5, Retailing; Communities on the web. Readings
6, Economics of Networks 1 Readings Submit Portal Proposal
7 Economics of Networks 2 Readings Submit Presentation Outline
8, The Product: Development, Platforms, Copyright, Open Source and Incubators. Readings
9, Transitioning Traditional Business to the Web.
Virtual Business and Intranets 		Readings
10, Business Models: Auctions, Communities, Portals.
Entrepreneurship and Venture Capital 		Readings
11, PRESENTATIONS Priceline (IO), iWon (AM), Buy.com (DS), Microsoft (KH), Ebay (MB), Napster (MKVF), MySAP (TW), Amazon.com (DB), Knight Ridder (JC), Dell (QB)

Course readings

The required books for the course are:
  1. Cluetrain Manifesto, Rick Levine, Christopher Locke, Doc Searls, David Weinberger
  2. High Stakes, No Prisoners, Charles Furguson
  3. Information Rules, Shapiro and Varian
Each book is of real interest to you for this class, and beyond. While we may not cover each chapter of each book (actually less that half of the books will be used for the class) I hope you will continue to refer to the books beyond the scope of this class.

You are also required to subscribe to Knowledge@Wharton (its free!)
You should also become very familiar with: Slashdot.org and/or Technocrat.net ... discussions from these sites will be used in class to better understand the growing open source movement, and its implications on business.

For additional readings, you are encouraged to subscribe to Redherring, Business 2.0 and Wired Magazines (in that order!) Fast Company is also somewhat relevant.
All texts should be purchased from the Class Bookstore.

Various readings will also be assigned prior to the classes. If there is an assigned reading for a session number, the reading must be completed before the session.

Additional Resources for Web Development


Web/HTML Guides: WebMonkey | A Beginner's Guide to HTML | The Bare Bones Guide to HTML | Web Site Garage
Graphics: CopyRight Free Graphics | Web Safe Colors Chart
WWW Counter:Web Counter

Course Assignments

Assignment 1: Develop a resume to be posted on WWW.
This assignment serves two purposes.
  1. It familiarizes you with writing web documents.
  2. It will augment your impending job search (full-time students).
This assignment should be completed by the third session of the semester. For additional information on writing your web document and hosting it on your own account you can use the following Web Publishing Resources.
The following are additional html/design links:
HTML Tips: 1, 2, 3, 4, 5, 6
XML: XHTML: An Introductory Tutorial, XML Tutorial
Design Tips: 1, 2
Usable Information Technology

If you are a part-time student, and do not wish to develop your web-resume, then you should create a phantom resume.
No grade, but must be completed in order to receive the resource grade.

Assignment 2: Develop a Portal
Develop a portal that focuses on a particular type of business/interest/hobby.

The portal should include links to appropriate sites with a descriptive statement regarding the site as a resource. The portal must link to at least 10 resources. It can focus on a particular industry, product, hobby or country. The choice must be approved by me.
20% class grade

Portals under development.

Assignment 3: Project Presentation
WWW business analysis
You are responsible for analysing a nomimated web business. You should summarize its history, analyze its current strategy, complete an exhaustive competitive analysis, and make recommendations for its future.
20% class grade.

Assignment 4: Paper
After reading the book, ClueTrain Manifesto, write a 5 page paper either critiquing the book, or applying the themes of the book to your own (work-related) experiences. This is worth 30% of hte course grade.

30% of your course grade is based on your participation on the discussion boards, and more importantly, how you added value to your classmates learning. I will poll each student after session 7, and at the end of the course. 15% of the grade will be applied to the first poll, 15% to the second poll. We should all learn from each other.