Transcript Course Intro.

Introduction:
Strategic Internet Marketing:
Managing E-Business
For use with Strategic Electronic Marketing:
Managing E-Business
Copyright 2001 South-Western College Publishing
Introduction Slide: 1
Active Learning Approach
• Strategic and critical thinking skills are the result of
a strong foundation of basic knowledge of terms and
concepts integrated with theory and practice.
For use with Strategic Electronic Marketing:
Managing E-Business
Copyright 2001 South-Western College Publishing
Introduction Slide: 2
Hierarchies of Learning
Strategic
and Critical Thinking
Vignette, Cases, and
Thinking Strategically
Knowledge Integration (Liking theory and practice)
Active learning exercises, Current Events
Basic Knowledge
Terms and Concepts
For use with Strategic Electronic Marketing:
Managing E-Business
Copyright 2001 South-Western College Publishing
Introduction Slide: 3
Organization of Text (1)
 An opening vignette is designed to
illustrate the major issues found in each
chapter with compelling real-world issues.
 Thinking Strategically sections following
the opening vignettes and chapter cases
provide thought-provoking questions and
exercises which sharpen student’s problemsolving abilities.
For use with Strategic Electronic Marketing:
Managing E-Business
Copyright 2001 South-Western College Publishing
Introduction Slide: 4
Organization of Text (2)
 nSites broaden students’ understanding of
issues by inviting them to think beyond the
text material.
 New terms and concepts are defined in the
margins to facilitate learning.
 Major terms and concepts sections are
included at the end of each chapter along
with comments and questions for review.
For use with Strategic Electronic Marketing:
Managing E-Business
Copyright 2001 South-Western College Publishing
Introduction Slide: 5
Organization of Text (3)
 Active Learning Exercises act as a basis
for verbal analysis and discussion, allowing
for a rich learning environment by
integrating the "real" world into the
classroom.
 Web Search – Looking Online also found
at the end of each chapter, provide
immediate hands-on practice.
For use with Strategic Electronic Marketing:
Managing E-Business
Copyright 2001 South-Western College Publishing
Introduction Slide: 6
Web Site Support (1)
• The Course Web Site:
(http://swcollege.kleindl.com) supports:
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Table of Contents from text
Preface
Glossary (broken down by chapter)
URL Index (broken down by chapter)
Chapter links to the "Websearch -- Looking
Online" end-of-chapter sections
For use with Strategic Electronic Marketing:
Managing E-Business
Copyright 2001 South-Western College Publishing
Introduction Slide: 7
Web Site Support (2)
 Internet Exercises.
 Quizzes that will be comprised of 10-15
questions per chapter along with feedback for
the correct answers. These will be true/false and
multiple choice with page references.
 Hot topics including links to other sites -- this
will include updates to text material.
 Links to Web page and multimedia
development
For use with Strategic Electronic Marketing:
Managing E-Business
Copyright 2001 South-Western College Publishing
Introduction Slide: 8
Internet Marketing
Syllabus
• INSTRUCTOR:
• Email: @.edu
• Textbook: Brad A. Kleindl, Strategic Internet
Marketing: Managing E-Business, South-Western
College Publishing.
• Course Web Site: http://instructorscourse.edu
• Textbook Web Site: http://swcollege.kleindl.com
• I. COURSE DESCRIPTION:
For use with Strategic Electronic Marketing:
Managing E-Business
Copyright 2001 South-Western College Publishing
Introduction Slide: 9
E-business Project
• Written paper will explores some aspect of
the e-business system
– For example, the project could be a proposal for
a new venture startup, the development of a
Web site for a business, and Intranet, or the
creation of a database for a business.
– If you design a Web site it is recommended that
you use actual businesses when possible. This
will allows you to enhance your resume.
For use with Strategic Electronic Marketing:
Managing E-Business
Copyright 2001 South-Western College Publishing
Introduction Slide: 10
Project Format (1)
I. Identification Of A Managerial Problem
And Executive Summary
– Purpose of the paper: Give a brief summary
of the purpose of the paper. This will help you
narrow your focus. (Be sure this has been
cleared with you instructor in advance.)
– Executive Summary: Give a short history of
the business or the area leading to the problem.
– Justification for the Problem: Explain why it
is important to pursue this project.
For use with Strategic Electronic Marketing:
Managing E-Business
Copyright 2001 South-Western College Publishing
Introduction Slide: 11
Project Format (2)
II.
Information Requirements:
– Clients: Who are the current customers,
proposed customers, and future customers of
this business or concept? What are their
information, product and service needs?
– Competitive Environment: Use the Web and
other sources to investigate the competitive
environment in which you will be operating.
Indicate what can effect the development of a
strategy for your business
For use with Strategic Electronic Marketing:
Managing E-Business
Copyright 2001 South-Western College Publishing
Introduction Slide: 12
Project Format (3)
III. Interactive Design:
– Thumbnail: A quick sketch rendering of the
interactive component of the project.
– Justification: You must be able to justify what
you are presenting in terms of the market
segments served and the goal of the business.
– Rough of Presentation: The rough of the
presentation is a working model of the
interactive project.
For use with Strategic Electronic Marketing:
Managing E-Business
Copyright 2001 South-Western College Publishing
Introduction Slide: 13
Project Format (4)
IV. Strategy Implementation
– Strategy: Describe how this project adds value
to the business. Indicate what other value chain
components can be added to give the business a
competitive advantage.
– Constituencies: Who are the players inside and
outside of the business? What influence do they
have on the change process? Who can help and
hinder the process?
For use with Strategic Electronic Marketing:
Managing E-Business
Copyright 2001 South-Western College Publishing
Introduction Slide: 14
Project Format (5)
IV. Strategy Implementation
– Key Leverage Points: Are there any key areas
in this process that can act as a leverage point?
What is the one area of success that you feel
can be achieved?
– Key Benefits You Hope to Gain: How will
you know that you have a success? What do
you hope to achieve? Can this be quantified?
For use with Strategic Electronic Marketing:
Managing E-Business
Copyright 2001 South-Western College Publishing
Introduction Slide: 15
Individual E-business Project (1)
I. Goals: Describe What You Want To
Communicate
– Identify the main communication goals.
II. Information Requirements
– Develop a profile of your target audience.
Research and explain what information is
available on the development of interactive ads
to guide your development work
For use with Strategic Electronic Marketing:
Managing E-Business
Copyright 2001 South-Western College Publishing
Introduction Slide: 16
Individual E-business Project (2)
III. Interactive Design
– Include a thumbnail of your design for the
interactive ad.
– Give a justification for the design that you
propose.
– Develop a storyboard and indicate how the ad
will flow. Also indicate where the links will go
For use with Strategic Electronic Marketing:
Managing E-Business
Copyright 2001 South-Western College Publishing
Introduction Slide: 17
Individual E-business Project (3)
IV. Draft Of Ad
– This will be a rough version of how your
presentation will look and work.
V. Final Version Interactive Presentation
Of The Ad
– You will present your ad to the class at the
same time you present your group project.
For use with Strategic Electronic Marketing:
Managing E-Business
Copyright 2001 South-Western College Publishing
Introduction Slide: 18