Marketing in the
Information Age
A 4th year undergraduate course at
University of Toronto at Scarborough
updated 2013 Feb 13
| MGTD06
Jan - Apr 2013
Marketing in the Information Age A 4th year undergraduate course at University of Toronto at Scarborough updated 2013 Feb 13 |
Prof.
W. Tim G. Richardson CONTACT
|
bb | course textbook
|
The methods through which products are typically advertised, distributed, ordered, accounted for, designed and tested are, since the late 1990’s, undergoing the greatest change in the history of Marketing. While the core tenets of Marketing theory will be applicable to the new world of electronic business, the ways by which actual business is accomplished will change. The competitiveness of firms will depend on how they can successfully address these changes and incorporate the new understandings.
The
course begins with a grounding in the
o
Benefits to organizations that use e-Commerce
o
Benefits to consumers that use e-Commerce
o
Benefits to society (when consumers and business use e-Commerce)
o
Limitations of e-Commerce (e-Business)
o
Technical Limitations
o
Nontechnical Limitations
Reference
is continually made to marketing in the information age in the context
of how basic marketing fundamentals are challenged: such as the “Environments”.
Understanding, and applying reasoning, as to how the rapid changes in these
environments influence marketing in the information age, is a key
learning objective.
o
Political and Legal Environment
o
Sociocultural Environment
o
Technological Environment
o
Economic Environment
o
Competitive Environment
There
is also considerable discussion of what an organization needs to do to
be successful. Various “units” will be studied such as
“Things
to be convincing about”
and
“Do’s
and Don’ts”
Objectives: The main objective of the course is to become conversant with the implications and implementations of internet related changes on business. Students are taught how to understand and reason about a variety of topics which all have fast moving time lines and involve a strong degree of personal investment in monitoring current media (newspapers and online sources). The primary way this experience will be gained is by critiquing the Web sites of particular companies in the context of the traditional marketing principles. We try to understand which principles stand and which have to be amended as the technological environment and the economic and competitive environment create circumstances in which companies heretofore never faced.
Course Format: The information will be delivered in weekly lectures based on assigned chapters from a chosen textbook and additional articles (online and offline) and URLs (web sites). Class sessions will rely on asking questions of the students to build understanding of the key topics and identify key points in traditional marketing theory and how it is applied or changed in the context of the Internet. Students will be involved in both individual activities as well as group projects. Course grades will be based on a quiz to determine how the participants are grasping the material at the beginning of the term followed by a mid-term exam. There will be extensive preparation for a large final project which will be done in group format and hosted on a web page.
Text:
There
is no mandatory text in 2011, 2012 or 2013
IT Requirements:
Since success in this course requires regularly accessing the WWW, it is necessary that you have easy access to a computer which has a modem, internet account etc. Specific recommendations will be reviewed in class. Whether you use Office 97, or Office 2000 is not critical. Your browser can be Internet Explorer or Netscape, but, make sure you have the latest version which will allow you to view java script and java applets, flash,
Cases:
There will be one graded case study which you will do in a group. Specific
instructions will be handed out in class, as well as available on the professor’s
website.
http://www.witiger.com/universityoftoronto/MGTD06/assignmentsMGTD06.htm
Grading Structure:
Described
in detail at
http://www.witiger.com/universityoftoronto/MGTD06/gradingMGTD06.htm
Honor
Code: All students are expected to behave ethically. Unethical behavior
includes failing to attribute outside sources or breach of copyright standards
in the compilation of assignments and projects. “Cutting and Pasting” text
from web sites, without footnoting, or otherwise providing attribution,
will be deemed unethical.
Explanation of Grading and Assignment Descriptions:
See http://www.witiger.com/universityoftoronto/MGTD06/assignmentsMGTD06.htm
This Case Study is worth 25% of the final mark and due in the last class.
The assignment is designed in such a way that one should, as you attend the lectures, and go through the web site, collect information which will be used in this assignment. You should be working on this assignment from the first class and try to gather, as you go along, all the information you will need so that when you write the assignment in November, you will have covered all the required points.
This assignment can be done as an individual, or as a group. The maximum number of persons in a group is 3. There cannot be 4 group members or more since experience shows this is too difficult for group members to set meeting times and work effectively and equally on completing the tasks.
If
there is more than one person working on this assignment, it is necessary
(obviously) that you include all the group members names on the cover page.
Furthermore, if you do this assignment as a group you should verify that
each group member contributed equally and, as far as it might be possible,
identify which group member provided particular information/activity to
completing the assignment.
INSTRUCTIONS:
1.
Pick a Case
2.
Read the Case and search for additional information, online and offline,
web which would help you
understand
the context and scenario of the Case. If it serves your purpose, you can
add to the background information of the case scenario (just make sure
you explain what the additional background is when you write out your answers)
3.
Write the answers to the questions for the Case
4.
Hand the Case in , in class 3rd week in November
5.
The assignment will be typed on paper and handed in as a text document.
It will not be emailed or produced online.
6.
There will be no time extensions for this assignment
This
Case Study assignment must be done on time in order to be marked in time
for the end of term.
Extensions
will be granted only for a student who has an "extreme" personal medical
situation - of which verification must be provided
Questions
to be dealt with by the Case Study
1.
How could an e-business solution change the competitiveness of the organization?
2.
What components of an e-business solution, are most relevant to use to
further the business and marketing objectives of this company? (this
is not a simple question and your answer should be quite long and broken
down into sub-sections)
3.
Identify, and explain some of the barriers or challenges that might exist
in developing an e-business solution for this company?
Course
Topics in Detail:
see
http://www.witiger.com/universityoftoronto/MGTD06.htm for the most up-to-date
version
| Section A | Section B | Section C | Section D |
| Interdisciplinary nature
The 5(6) Environments v 4
P's - 6 E's YouTube VIDEO
YouTube
Video
YouTube Video
------------------------------------- (noted
Jan 24 in the context of extremely cold weather)
(watch this video on your own) |
- Strategies
- Business Models ( ) - Channel conflict
Co-creation Business Model
( mentioned
)
Domain Name Videos (Feb
14)
|
Place: Location
Considerations
intro 2 m-Commerce () Mobile ? Wireless business using WWW M-commerce ? GPS() WTGR re: GPS on CTV
GPS explained to MGTD06 at
UTSC
M-commerce Killer
Ap()
M-technology
Bluetooth()
o issues
o Video
2012-Part 1
-------------------------------------
Responding
Security Strategies
|
CRM CustomerRelationship
Management Online Communities (read this and work into your case) -------------------------------------
PayPal video by Neda 2010 o credit
card fraud
making sure the prof knows your name |
| Jan
10th 2013
Jan 17 Jan 24 2009
TA comments on Test 1
|
Jan
24
Jan 31 TEST 1 (no class taught after the test Jan 31 - prof sick) Feb 7 Feb 14 Feb 17 - 23 break week |
Feb
28
Mar 7 Mar - Dev Basu guest speaker - SEO ranking Mar
14 MID TERM
|
Mar 21 - project presentations Mar 28 - project presentations CASE
STUDY report DUE last day of classes for the term - i will pick it up in
our last class time slot April 4th
|
..
|
Mandatory in
the 2005 Sept term
Title: MARKETING IN THE INFORMATION
AGE
Available in the UTSC campus
bookstore
CLICK ON THE BOOK FOR FUTHER INFO |
