Course MKT 6322-501 Internet Business Models

Professor Yu Wang, Ph.D. in Marketing

Term Fall 2010 (Aug. 19 – Dec. 15)

Meetings Time: Thursday 7:00 PM – 9:45 PM

Location: SOM 2.801

Professor’s Contact Information

Email Address yuwang@utdallas.edu
Office Phone 972-883-4741
Office Location SOM 3.621
Office Hours Tuesday 4 – 5 PM or by appointment
Other Information
Teaching Assistant César Zamudio (czamudio@student.utdallas.edu)
Course Website https://elearning.utdallas.edu/
Note: The course website will be used to distribute notes, reading
materials, and your grade for course assignments.
Course Pre-requisites, Co-requisites, and/or Other Restrictions
Marketing Management (MKT 6301)
Course Description
The Internet has dramatically altered the way marketing is done. In fact, most companies use the Internet as a
part of their overall marketing strategy. The objective of this course is to train students to effectively market
their products using the Internet. Students will be exposed to the new concepts, technologies, opportunities and
the limitations of these strategies in conducting e-business. Topics that will be covered include e-business
strategy, different revenue models, online consumer behavior, customer interface, advertising, branding,
community building, and other online marketing tactics.
Student Learning Objectives / Outcomes
Upon completion of this course, students are expected to learn the following:
Develop a complete business model defining the value proposition, marketspace offering, resource
model, and financial model.
Develop a marketing plan for attracting, targeting and retaining profitable customers online using
communities, personalization, permission marketing, viral marketing and other strategies.
Understand key topics in e-commerce such as Web 2.0, auctions, click stream analysis, and social and
ethical responsibility of virtual organizations.
Required Textbooks and Materials
Required Textbook
Internet Marketing & e-Commerce (2007) by Ward Hanson and Kirthi Kalyanam, Thomson South-Western,
ISBN 13: 978-0-324-07477-2 Used: $140.25; Rent $84.15; New: $188.95
Required Materials
Case packet of Harvard Business School Cases (5 cases) $46.75
Google Inc. HBS 9-910-036
HubSpot: Inbound Marketing and Web 2.0 HBS 9-509-049
UnMe Jeans: Branding in Web 2.0 HBS 9-509-035
Molson Canada: Social Media Marketing HBS 908A14
Blogging at BzzAgent HBS 9-508-102

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Textbook and case packet can be ordered online through Off-Campus Books or the UTD Bookstore. They are
also available in stock at both bookstores. The required textbook is on reserve at the McDermott Library with
limited check-out time. However, the students are encouraged to buy/rent their own copy.

Assignments and Academic Calendar (tentative)

Date Topics / Lecture Reading Activity Due Date

1. Aug 19 Course Overview Ch. 1 Student Information
Introduction Sheet
2. Aug 26 Digital Environments Ch. 2 Practice Case: Form groups
Networks Ch. 3 Google Inc.
3. Sep 2 How Internet Affects Marketing? Guest Speaker 1
Customer Interface Topic TBD
4. Sep 9 Online Customer Behavior Ch. 4
5. Sep 16 Online Branding Ch. 6 Group Case: Case Report (odd
UnMe Jeans numbered groups)
6. Sep 23 Business Models Ch. 5
7. Sep 30 * Exam 1
Personalization Ch. 9
8. Oct 7 Traffic Building Ch. 8 Group Case: Case Report (even
HubSpot numbered groups)
9. Oct 14 Creating Commitment Ch. 10
10. Oct 21 Pricing in an Online World Ch. 12 Guest Speaker 2
Topic TBD
11. Oct 28 New Product Development Ch. 11 Group Case: Case Report (odd
Online Research Ch. 16 BzzAgent numbered groups)
12. Nov 4 Online Retailing Issues Ch. 13
Ch. 14
13. Nov 11 Social Responsibility and Ethical Group Case: Case Report (even
Issues Molson Canada numbered groups)
14. Nov 18 * Exam 2
Nov 25 No Class – Thanksgiving
15. Dec 2 ---- Group Project Group Project Reports
Presentations Group Peer Evaluation

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Course Requirements and Grading Policy
Breakdown of Course Score
Exam 1 20 %
Exam 2 25 %
Group Case Analysis 1 10 %
Group Case Analysis 2 10 %
Group Project 25 % (p-weighted)
Class Participation 10 %
Total 100 %
“p-weighted” stands for peer-weighted, which means this grade is multiplied by the weight group
members assign to each individual’s contribution.
Grading criteria
Numerical Score Letter Equivalent
85 – 100 A
75 – 85 B
60 – 75 C
Less than 60 F
Accessing Grades
You can check your grades on eLearning by clicking “My Grades” under Course Tools after the grade for each
assessment task is released.

Exams
The two exams will be close-book and consist of a combination of multiple-choice, calculation, and short
answer questions. Put together, the exams will account for 45% of your total score. Exam 1 will be on
Thursday, September 30, and Exam 2 will be on Thursday, November 18. Both exams will take place in
our regularly scheduled classroom, SOM 2.801, at regular class time.
Exam policy: NO make-up exams are allowed.

Group Case Analysis

We will be discussing 5 cases over the course of the semester, starting with a practice case. The practice case is
intended to provide you with an exposure to case analyses and give you an idea of the kind of analysis expected.
Students will form groups at the beginning of the semester. Each group will be assigned a number.
Odd numbered groups will do in depth analysis of two cases, namely, UnMe Jeans and BzzAgent.
Even numbered groups will do in depth analysis of two cases, namely, HubSpot and Molson Canada.
That is, each group will work on two cases, each accounting for 10% of the total score. For each assigned case,
a group will submit a written report that provides analysis and solutions to the issues raised in the case. The
group will also orally present their analysis in class.
Written case reports must be turned in at the beginning of the class on the day they are scheduled to be
discussed. Late submission will not be accepted. Case analysis is graded on both the quality of the written
report and the quality of the oral presentation.
All students are expected to read all 5 cases before coming to class, as group case presentations will typically be
followed by class discussions.
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Guidelines for Case Reports

Case analysis report should be 5 – 10 pages double spaced 12 pt. (exhibits, figures, and tables can be attached
to the report, if necessary). Note the following guidelines for case analysis:
1. You should analyze the case as though you were the company.
2. Divide the analysis into 5 main sections (not every case will call for every subheading from the list; also
other subheadings may be appropriate in some cases):
a. Problem statement (1/2 page)
b. Issues:
i. Consumer and demand analysis
ii. Competitor analysis
iii. Company SWOT analysis
c. Alternative strategies:
i. Economic evaluation
ii. Qualitative evaluation
iii. Marketing implications
d. Recommendations (spell out details):
i. Who to attract / retain
ii. How to attract / retain them (value proposition)
e. Plan of action (i.e., implementation of your proposed strategy through 4Ps)
3. Your analysis should lead to a recommendation and a plan of action. Make a commitment and do not
waffle.
4. DO NOT REPEAT CASE FACTS WITHOUT ANALYZING THEM OR SAYING SO WHAT!
5. Spelling errors and poor sentence construction will result in lower grade. Keep in mind you are creating
a managerial report.
6. In preparing for class skim the case one time. At the end of it, you should have a pretty good idea of the
problem(s) facing the management team. Go back and read more carefully looking for facts and details
that could help address the problems identified. Does the problem concern a big part of the firm or a
small part, an established part or a new one, does it have to do with things going wrong or taking
advantage of an opportunity? If necessary, organize data into a note or EXCEL chart. To help your
learning think what is it that is puzzling, what information or knowledge you don’t have but you would
have liked to have. See if the case turns on any principle you have learnt or if the case is similar to
another in some ways. At the end of the class you should expect to get some take away lessons or ideas
or concepts.

The written case report will be graded on the following criteria. Presentations are evaluated in a similar
manner.
Problem statement 10 %
Understanding online behavior 10 %
Understanding competition 10 %
Firm’s SWOT analysis (strengths, weaknesses, opportunities, threats) 10 %
Pros and cons of alternative strategies to resolve the problem in the case,
25 %
Analysis of possible solutions
Marketing plan, Recommendations & Plan of action 25 %
Quality of discussion and report 10 %
Total 100%

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Group Project
Each group will prepare a marketing and business plan for an online business. This group project accounts for
25% of your score. Unlike the group case analysis, all students in the same group will not receive the same
grade for the project, as each individual student’s grade will be adjusted using peer evaluation of his / her
contribution. Written group project reports are due at the beginning of our last class, and all groups will present
their projects during that class.
More details will be available in a separate handout.

Class Participation
Your participation in class discussions is an important part of your learning. You can participate effectively by
a) reading the textbook, cases, and other assigned materials prior to class, b) thinking about the new concepts
and technologies, and c) paying attention to various Internet marketing activities while you are shopping,
watching television, reading newspapers and business publications, and also while surfing online!
You will be evaluated not only based on your volume of participation, but also the quality of participation.
Quality is defined on three dimensions: 1) Are you paying attention in class, i.e., do your comments maintain
continuity of the discussion? 2) Do your peers pay attention to your comments? 3) Are you able to address the
issues raised by your peers and/or by me regarding your comments?

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Course Policies

Make-up Exams Not allowed

Late Work Not accepted

The University of Texas System and The University of Texas at Dallas have rules and regulations
for the orderly and efficient conduct of their business. It is the responsibility of each student and
each student organization to be knowledgeable about the rules and regulations which govern
student conduct and activities. General information on student conduct and discipline is contained
in the UTD publication, A to Z Guide, which is provided to all registered students each academic
year.
The University of Texas at Dallas administers student discipline within the procedures of
recognized and established due process. Procedures are defined and described in the Rules and
Student Conduct Regulations, Board of Regents, The University of Texas System, Part 1, Chapter VI, Section 3, and
and Discipline in Title V, Rules on Student Services and Activities of the university’s Handbook of Operating
Procedures. Copies of these rules and regulations are available to students in the Office of the
Dean of Students, where staff members are available to assist students in interpreting the rules and
regulations (SU 1.602, 972/883-6391).
A student at the university neither loses the rights nor escapes the responsibilities of citizenship.
He or she is expected to obey federal, state, and local laws as well as the Regents’ Rules,
university regulations, and administrative rules. Students are subject to discipline for violating the
standards of conduct whether such conduct takes place on or off campus, or whether civil or
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The faculty expects from its students a high level of responsibility and academic honesty.
Because the value of an academic degree depends upon the absolute integrity of the work done by
the student for that degree, it is imperative that a student demonstrate a high standard of individual
honor in his or her scholastic work.
Scholastic dishonesty includes, but is not limited to, statements, acts or omissions related to
applications for enrollment or the award of a degree, and/or the submission as one’s own work or
Academic
material that is not one’s own. As a general rule, scholastic dishonesty involves one of the
Integrity
following acts: cheating, plagiarism, collusion and/or falsifying academic records. Students
suspected of academic dishonesty are subject to disciplinary proceedings.
Plagiarism, especially from the web, from portions of papers for other classes, and from any
other source is unacceptable and will be dealt with under the university’s policy on
plagiarism (see general catalog for details). This course will use the resources of
turnitin.com, which searches the web for possible plagiarism and is over 90% effective.

The University of Texas at Dallas recognizes the value and efficiency of communication between
faculty/staff and students through electronic mail. At the same time, email raises some issues
Email Use concerning security and the identity of each individual in an email exchange. The university
encourages all official student email correspondence be sent only to a student’s U.T. Dallas email
address and that faculty and staff consider email from students official only if it originates from a
UTD student account. This allows the university to maintain a high degree of confidence in the
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 identity of all individual corresponding and the security of the transmitted information. UTD
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university personnel. The Department of Information Resources at U.T. Dallas provides a method
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These dates and times are published in that semester's course catalog. Administration procedures
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Class class. In other words, I cannot drop or withdraw any student. You must do the proper paperwork
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In attempting to resolve any student grievance regarding grades, evaluations, or other fulfillments
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that level, the grievance must be submitted in writing to the respondent with a copy of the
Student Grievance
respondent’s School Dean. If the matter is not resolved by the written response provided by the
Procedures
respondent, the student may submit a written appeal to the School Dean. If the grievance is not
resolved by the School Dean’s decision, the student may make a written appeal to the Dean of
Graduate or Undergraduate Education, and the deal will appoint and convene an Academic
Appeals Panel. The decision of the Academic Appeals Panel is final. The results of the academic
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Copies of these rules and regulations are available to students in the Office of the Dean of
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As per university policy, incomplete grades will be granted only for work unavoidably missed at
the semester’s end and only if 70% of the course work has been completed. An incomplete grade
Incomplete
must be resolved within eight (8) weeks from the first day of the subsequent long semester. If the
Grades
required work to complete the course and to remove the incomplete grade is not submitted by the
specified deadline, the incomplete grade is changed automatically to a grade of F.

The goal of Disability Services is to provide students with disabilities educational opportunities
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Wednesday, 8:30 a.m. to 7:30 p.m.; and Friday, 8:30 a.m. to 5:30 p.m.
Disability Services The contact information for the Office of Disability Services is:
The University of Texas at Dallas, SU 22
PO Box 830688
Richardson, Texas 75083-0688
(972) 883-2098 (voice or TTY)

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take the exam or complete the assignment within a reasonable time after the absence: a period
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Religious Holy
student who fails to complete the exam or assignment within the prescribed period may receive a
Days
failing grade for that exam or assignment.
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Off-Campus University policies and procedures regarding travel and risk-related activities. Information
Instruction and regarding these rules and regulations may be found at
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available from the office of the school dean.