Spring 2001 California
State University
Extension MKTG 7000 Hayward
Campus
Introduction to eBusiness
Class Schedule: March 27,
29, April 2, 4, and 5
Lecture Time:
6:00-9:45 p.m.
Office Hours: by
appointment
Subject: MKTG 7000
Extension
Final Exam: TBA
Instructor: Bernt R.
Wahl
Email: csuh@wahl.org
- put MKTG 7000 and title in email subject heading
Home Phone: (510)
548-8677
Office Hours: on request
Course description (as stated in the course catalog):
This is an introduction to
e-business and is a prerequisite for all courses in the e-business certificate
program. The course follows the origin and growth of e-Business; differences
and similarities between e-business and traditional commerce. It will cover all
the nuances and challenges of doing business on the Internet today. The course
will cover the following specific aspects of e-business: Marketing, Finance,
Sales, Technology and Business Development.
Course Requirements: Students are required to attend at least four out of the
five class sessions, as a minimum. After the first class session, students are
expected to develop a business plan from what they have learned from each quest
speaker. The business plan should be an outline for their Internet business. It
should be no more than 5 pages typed, double-spaced. The business plan is due
at the beginning of class on 4/5/01. During the last class, students will give
an oral presentation regarding their business plans. Classmates will then be given
a chance to answer questions to each student presentator.
Course format: In class
sessions there will be in-depth discussions covering the given readings and
assignments. You will be called upon to provide insightful analysis on assigned
topics. You are encouraged share personal work experiences on the relevant
topic were appropriate.
Class participation - it is
important to come to class prepared (ex. having read the case) so you can
comprehensively contribute to discussion topics and case studies. This is a
time for lively debates and to share with others your knowledge with in your
areas of expertise. If there are current topics that you want to bring up
please feel free to let me know.
Required
Text: Jaclyn
Easton (1999). Striking It Rich .com (1st ed.). San
Francisco, CA: McGraw-Hill.
Cases: Harvard
Business School
Readings: Articles
handed out in class
Publications: Wall
Street Journal, Business Week, eCompany, Forbes, Fortune
Web Sites:
MarketWatch, Yahoo, IRS, AOL, eBay, MSNBC, Napster, CSUHayward
Grading:
Prerequisites: Internet knowledge and desire to
contribute to it
Day 1 Tuesday March
27 Overview
of eBusiness
Introduction: what is expected and grading
policies
Classification: Internet Site Types and Purpose
Choose 3 three favorite Internet sites. Be prepared to discuss
their purpose.
Compare Models:
eBay vs. Christies Auction
Amazon vs. Barnes and Noble
Travelocity vs.HotWire
Yahoo vs. AOL
Schwab vs. e*Trade vs. Merrill
Lynch
MSNBC vs. CNN
Building a Site:
Project Assignment: Form teams
(3-4 in a group) to design and build a site with a business plan based on a
sustainable revenue model – presentation due last class.
Day 2 Thursday March
29 Business
Development/Marketing
Case Discussion: Yahoo!:
Business on Internet Time
Reading Assignments: Read a
chapter in Striking It Rich .com and report on the firm’s business model
– only one report given per firm.
Discussion Topics: Changing
markets and revenue models (e.g. what went wrong with prior models like
GO.com), taking existing business online, evolving models (e.g. peer-to-peer)
and what is next.
Day 3 Monday April 2 Site
Development Technology
Case Discussion: Leadership
Online- Barnes & Noble vs. Amazon.com
Discussion Topics: Internet
technologies – web design tools, commerce programs, databases, server
technology, online security, credit card services, and shipping integration.
Project Assignment: Prepare a
5-minute individual mini-presentation on an Internet technology or application.
Day 4 Wednesday
April 4 Organizations/Finance/Legal
Case Discussion: DJLdirect:”Putting our
Reputation Online”
Discussion Topics: How to …
Case Discussion: Webvan:
Groceries on the Internet
Project Assignment: give a
15-minute in class presentation of your online business. The talk should
include market analysis, financial projection and a site mock-up. Mini-business
plan should be 3-5 pages long including 1 page for financials.
Other: wrap-up and evaluations
Internet newsletters:
1. www.thestandard.com ---
The Industry Standard magazine (and online newsletter). The Bible of what’s
going on in the Internet.
2. www.internetworld.com ---
Internet world magazine (and online newsletter).
3. www.iconocast.com ---
eMarketing Intelligence for Intelligent Marketers.
4. www.o-a.com ---- Online
Advertising Discussion forum (peer-to-peer online discussion).
5. www.clickz.com --- Online
ebusiness information site.
6. http://www.nua.ie/surveys/subscribe.html
--- NUA Internet Surveys
7. www.business2.com ----
Business 2.0 magazine (and online Newsletter)
8. www.redherring.com
---- Red Herring magazine (and online newsletter—great source for the latest in
VC news).
9. www.wsj.com ---- The Wall
Street Journal, check out the free newsletter section.
After you complete CSUH Extension e-Business Certificate Program, here is a
list of technology job sites that recruiters/HR managers use:
1. www.dice.com
2. www.craigslist.org
3. www.headhunter.net
4. www.monster.com
5. www.hotjobs.com