MARK 404 Marketing and the Internet

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MARK 404Marketing and the Internet

• Tim Beal
• Session 1 8 July 2002

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Today

• Something about me
• Determine class knowledge
• Knowledge and experience of internet
• Access
• Coursepage and Blackboard
• Course outline and session structure
• Constructing a simple webpage

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Something about me

• Been mucking about with computers for 25 years
• Introduced web into teaching mid 90s as soon as
  it became available at VUW
• Maintain a number of websites including a couple
  of international ones
• Asian Studies Virtual Library on Asia Continent
• DPRK - North Korea

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Research SMEs and ICT

• Research interest in use of Information and
  Communications Technology (ICT) by Small and
  Medium Enterprises (SMEs)
• Conference papers and book chapters on links page
• Currently conducting survey in collaboration with
  Wellington Regional Chamber of Commerce

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Why ICT rather than Internet?

• Internet deals primarily with communication
  (email, websites)
• But communication has limited business use
  without information
• Eg databases of products, customers, etc
• Effective combination of 2 technologies PLUS
  marketing is the key
• Beware of technology fetishism!

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Why SMEs?

• Very important in all economies
• Most NZ companies are SMEs
• More interesting
• Cant throw money at problems and opportunities
• So have to analyse carefully and cleverly
• Focus on traditonal SMEs
• Ie not dot.coms

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Not dot.coms?

• Bit of a fashion couple of years ago
• Reflected in textbook
• Dot.comgtgtgtdot.bomb
• Basic problem?
• Bad business/marketing models
• Technology fetishism
• This course is about utilising the technology for
  marketing

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Dropouts

• People drop out of Internet use
• Especially e-commerce
• Internet has to add value to company-customer
  interaction
• Benefits must outweigh disadvantages
• Eg call centre rather than webpage
• pros and cons?

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Integration

• Vital that internet (ICT) is integrated with
  general business operation and marketing
• Eg Amazon.com
• What are its 4 basic functions?
• Information Inventory price/purchase delivery
• What happens if not integrated?

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My research

• SMES and ICT
• Global Internet use
• Especially AsiaKoreas
• More on personal page

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Class

• Email and urls
• Who knows what?

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Coursepage and Blackboard

• Coursepage
• Blackboard

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Course outline

• Course outline

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Session structure

• Start time
• E-marketing reports
• All to be prepared, 3-4 present
• Discussion of textbook chapter and themes
• In pairs
• Lead discussion, check links in textbook, find NZ
  example if appropriate
• List posted later in week
• Any dates impossible?

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Constructing a simple webpage

• Demystify the technology
• Guide

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Today and next week

• Looked at me, you, the course
• Looked at html
• Next week introduction to Internet and Internet
  use
• Chapter 1
• Ill present
• Thereafter you present