Course Syllabus and Schedule Spring, 2012

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Course Syllabus and Schedule Spring, 2012 MET AD 648 INTRODUCTION TO ECOMMERCE BOSTON CAMPUS - HYBRID DR. KIP BECKER (www.bu.edu/goglobal)

Hybrid Format The course will meet in CAS room 326, Met Computer lab (808 commonwealth Ave.) and online. The hybrid format is designed to combine the flexibility and technology features of on line education with the personal instruction advantages of the classroom. The class will meet in the classroom, computer lab and will have on line sessions. We will have class sessions, online sessions and lab sessions. Be certain you keep track of the location of each meeting.

COURSE OBJECTIVES: The objective of the course can be summed up quickly as helping you to appreciate the rapid growth associated with internet enabled business as well as some of the difficulties. It is my objective to introduce you to the general issues, technical (security, WEB and Internet systems, payment mechanisms, etc) and non- technical (strategy, marketing, business development, etc.). In addition I will want you to become acquainted with some development tools. One such tool is the Blogger which is a general communications tool. Blogger is being used by teenagers and private publishers to discuss everything from a teen’s favorite record to comments by private individuals (and now companies) concerning your company. Politicians, TV anchors and firms have underestimated the power of the Blog. Several have been very sorry for this underestimation. Blogs are easy and kind of fun. They are a rapidly growing national and international communications medium and something you should understand. Throughout the course the student is introduced to the Ecommerce environment relating to B2B, B2C as well as B2G. We will also briefly discuss the controversial, and rapidly growing, area of P2P. In pursuing these objectives, the course will employ the following:

1. On line Lectures reviewing text information in a valued added manner with enhanced discussions of chapter topics 2. Present Ecommerce related simulations to assist in the better understanding of specific Ecommerce issues. 3. Development of a Blog 4. Interaction in discussion groups to communicate about on-going text, lecture and discussion questions. 5. Development of a draft ecommerce website (for profit or not for profit) with explanations of the design, purpose, audience and interactions. 6. Readings from text, cases and recent information sources In an effort to: 1. Combine theory and practice 2. Combine the strategic with the tactical 3. Use relevant concepts to analyze and assess complex Internet enabled business situations. 4. Gain an understanding of the different areas of the company that are affected by internet enabled technologies.

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KIP BECKER Dr. Kip Becker is an Associate Professor and the Chairman of the Department of Administrative Sciences. He has published over thirty articles and book chapters both nationally and internationally in the areas of international management, Electronic Commerce, strategy, marketing and global service sector issues. He is on the Board of the International Management Development Association and the Editor of the Journal of Transnational Management. He is on the editorial review boards of: Advances in Competitiveness Research. International Journal of Organizational Analysis,PRAGYAA – Journal of Management, Strategic Outsourcing, The Journal of Teaching in International Business, and the Journal of Business and Information Technology. He has owned a waterfront restaurant and is president of Northwind Management International which conducts management training and consulting with companies, governments and associations worldwide. Prior to entering academe' Dr. Becker's experience included positions with: TDX systems of Cable and Wireless Ltd. in marketing, the U.S. Department of Justice, a special task force in the Regan administration and as a U.S. army helicopter pilot during Viet Nam and Desert Storm. He holds a second degree black belt in TKO Karate. For a complete resume with publications see: www.bu.edu/GoGlobal

COURSE MATERIALS: I am very much aware of the climbing cost of text so have attempted to reduce your costs by reducing the number of books we will use and offering online digital text and options in ordering. The material for the textbook and cases is provided below and the University Bookstore has the text and cases. I do want to point out a caution should you decide to order a used text online. I have found that ordering times can greatly vary if you are not ordering directly from source. In some cases students have not received text or they have been too late to be of use. Be careful if you select to go to other sources for your text that you are sure that you will receive it in sufficient time for the course. You must have the book the first day of class as we start off with a lengthy reading assignment the first week. No excuses! There is some merit to checking with the sender as to when you will receive the book if time is short. Text: E-commerce: Business, Technology,Society (2011) Laudon and Traver 7th edition ISBN: 10: 0-13-609119-9 ISBN: 13: 978-0-13-609119-6 CASES: (COURSE PACKAGE FROM BU BOOKSTORE) NOTE: You MUST have this material by the beginning of the course as # 1 is required reading for the first week.) 1. "Ford Fiesta Movement: Using Social Media and Viral Marketing to Launch Ford's Global Car in the United States (INSEAD 510-015-1) (01-2010-5664) 2. “Sunsilk Gang of Girls: Crafting a Brand Positioning with Reference Groups” (Ecch 510-123-1) 3. Lady Gaga: Born this way? (Ecch 311-099-1) COURSE GRADING: Your final grade will be based upon the following: Note: some weeks have two discussions or assignments and in those cases they will be averaged to provide one discussion or assignment grade for the week. 1. In Class and On-Line: blog, written assignments & discussions 25% 2. Web Project to include functional design and lab class participation 20% 3. Exams (2 exams: 1st 25%, 2nd 30%) 55%

ASSIGNMENTS/DISCUSSIONS WEB EXAMS BLOG Project + Posts Functional Design Mid Term Security Discussion Web Site design Final Social Network Presentation Web Presentation Social Networks Discussion

GRADING PROCESS: While there is no fixed absolute number of grades in any one level, it is important to note that high grades reflect an excellence in the understanding of class material and organization of thought. In addition, as an important aspect of any 2 of 17 2018 年 5 月 20 日 class, whether on line or in a classroom, is the shared thoughts and insights of the class members grades will also reflect an individual’s contributions to the class. I will follow the Boston University, Metropolitan College, recommendations concerning grading standards. As such, A and A- grades are awarded for superior class work and normally represent the top 20% of the class. Please note that the Department does not allow extra work to be used to change a course grade. This is considered “off syllabus” and not fair to the others in the class. Please do not ask for off syllabus work as you will be referred to this section of the syllabus.

Power Point Slides for Lectures: please note that I expect you to take notes in class. It is impossible to me to conceive that you could get a good grade in class without good notes. I do post some of the power point slides from the lectures on my website (http://www.bu.edu/goglobal) I suggest that you print these out BEFORE the class and use them as a means to pace your notes. It is a good format and provides much of the material so you can listen. Some of the slides are not present and, of course, the slides are only an outline and the background for the outline is in the class lecture.

Class Participation You are asked to keep up on a weekly basis. The essence of this course is learning a set of ideas and knowing how they apply in international business situations. Mastering the material requires you to assess, think, and form judgments, so high quality on line participation is essential. High-quality participation includes substantive contribution to case discussions, insights into topics we are discussing, questions regarding relevant topics, and on-line interactions with others. There is not much time to accomplish quite a bit so it is essential that you do not fall behind. Please see timely presentation section regarding assignments and due dates. I would recommend that you attempt to keep ahead to provide some individual flexibility in case a problem arises during the course.

Please note that I expect you to participate in the weekly class and when noted, online. Remember that online discussions should be like classroom discussions. That is to say they should be a discourse and on going throughout the week. Often students ask, “When should I post my discussion to the board?” The answer to that is you should be active throughout the week and post early to stimulate discussion and several additional times to respond to others. If everyone waited until the end of the week or Saturday, there certainly would not be much of a discussion. There would be a list of single postings. It would also not be possible to give much thought to other’s contributions. This would leave the discussion board without much enthusiasm or interactive spirit. I truly want you to be part of the Boston University community and the community of my classroom. I look forward to reading your postings when we are online for the week and learning from them. I know that the other students do as well.

On Informed Contributions: Informed discussion is not to be confused with opinion. Each student came into the class with an opinion on lots of things. I have rarely found a member of a class not to have opinions on most everything. Some are even strong opinions. Some of the opinions are founded in fact and some are treated as fact but are really judgments that have been formulated by association with printed or verbal inputs coming from newspapers, magazines, family and friends. Understanding what you believe is one important aspect of maturity. Understanding what others believe, and why they believe it, is equally (if not more) important and may be what education is really all about.

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Weekly Discussions Are Graded In the Following Manner

Discussion Description for Scoring Each Week’s Discussions Grading Rubric Actively responding to another student’s initial submission means entering at least one response to another student’s initial submission. Short responses such as ‘I agree’, will not be counted as a response. You must provide the rationale on why you agree or disagree with another student’s initial submission. (Additional information can be found in Appendix A)

Exceptional Participation – Met all of these conditions:  Submitted own initial contribution for each discussion topic.  Actively responded to several other students in week’s discussions for each topic of the week and did so in an A engaging and frequent manner. Student is engaged in discussions throughout the week and is commenting on others as well as submitting own work. The online behavior of the A level would be similar to a classroom student that is actively engaged, well prepared with weeks readings and involved throughout the class session. and Exceptional quality of comments – Exceptional level of discussion which brings value to the discussion while building on others insights. It is a highly valued added discussion which brings in new insights, material and many citations with references. A- Of particular importance was that participation was early enough to have been read by the class and provoked others to explore the topic further. Author has explored the comments of many others and made contributions to their postings. There have been made several Exceptional level contributions during the week and student is the top 15% of the section to be considered at the A level. This level may be divided into A and A-. High level Participation – Met all these conditions:  Submitted own initial contribution for each discussion topic.  Actively responded to several other students in week’s discussions for each topic of the week and did so in an engaging and frequent manner. Is involved actively throughout the week building on others discussions and making B+ own submissions.

High quality of comments – Student explored others comments and built on others insights. The contributions are outstanding and represent a highly valued added discussion which brings in new insights, material and references. Author builds on discussions of others and has many several high level contributions during the week. Average Participation – Met all of these conditions:  Submitted own initial contribution for each discussion topic.  Actively responded to a few other students in week’s discussions for each topic of the week. Tended to respond toward the end of the period so that it was more difficult for others to respond to the comments. B Average quality of comments – Author has been quite active in discussions during week and made many valuable contributions building on and enhancing other’s comments by providing contributions which include references and citations to works of others on the topic. These outstanding contributions would be considered to be in the top 70 to 80% of the class discussions for the week. Low Level Participation – Met all these conditions:  Submitted own initial contribution for each discussion topic but was not engaged in others submissions.  Limited responses to other students in week’s discussions for each topic of the week. Would be considered to be generally below the average contributions of the class. B-  Tends to be opinion rather than new material of a value added nature

Low quality of comments– Author has been active in discussions during week and made some valuable contributions building on and enhancing other’s comments by providing contributions which include references and citations to works of others on the topic. Minimal Participation  Submitted own initial contribution for each discussion topic and either of the following: . Did not respond to another student’s submissions C . and/or Low quality of comments

Minimal quality of comments – Author has been in the discussion during the week but tends to repeat others or make opinion related statements. Quite below Average postings. Inadequate Participation F  No participation or participation without contribution or recognition of others and would be considered failing level work.

Minimal quality of comments – Author is not active and postings would be considered to be of a person nature and do not contribute to the knowledge of the course. Postings are well below average as they restate or provide personal opinions.

4 of 17 2018 年 5 月 20 日 DISCUSSION AND ASSIGNMENT GUIDELINES

Over the course of the last several semesters of this course, we have found that discussion and assignment sections appeared to becoming a series of unrelated short papers. When President Lincoln was asked to give an address at Gettysburg he asked how long he would be required to speak. When the response was 20 minutes he agreed to the commitment saying “I can do that. I was afraid you were going to ask me to give a five minute speech and I just do not have the amount of time to necessary prepare for that.” To this end, discussions and assignments should be focused on quality not quantity. Remember that Discussions should be like classroom discussions. That is to say they should be a discourse and ongoing throughout the week. Often students ask, “When should I post my discussion to the board?” The answer to that is you should be active throughout the week and post early (By Wednesday) to stimulate discussion and several additional times (Throughout The Week) to respond to others. If everyone waited until the end of the week or Saturday, there certainly would not be much of a discussion. There would be a list of single postings. It would also not be possible to give much thought to other’s contributions. This would leave the discussion board without much enthusiasm or interactive spirit. I truly want you to be part of the Boston University community and the community of my classroom. I look forward to reading your postings and learning from them. I know that the other students do as well.

DISCUSSIONS: It has been observed that it seems students have escalated the amount of work in the discussion sections to beyond what was envisioned. Someone has four references so the next person gets six so in comes an eight. In an effort to a focus on an interesting quality based discussion, the following guidelines are provide to make the discussions more meaningful and reinforce that the contributions should be designed around quality not necessarily length.

a) To assure that we have discussions in the discussion section and move away from the posting of papers we will designate 60% of the grade for the first post and reward dialog by awarding 30% to your feedback to the initial posting of others. Note that posting feedback to others is part of the grade as we have seen students making comments to their own post instead to the posts of others. In the spirit of controlling length we are looking for a 250-300 word initial posts. Going outside the length will not necessarily enhance a grade. This is really not about length but quality. Increasing the quality of the post and responses to others will. That is about three paragraphs. Anything longer is heading toward the “short paper” problem and also is really too long for others to read and absorb. Initial posts want to be insightful, present some issues for others to consider and be referenced accordingly. The APA format for references is reasonable and at this point should really be automatic. It just is an accepted standard.

b) In the discussion questions there are often have many different “little” questions. This is done to stimulate your thinking and did not really mean for a student to respond to every individual question within the topic. I want you to think about the topic, select those aspects of the question that are of most interesting to you and develop your respond to those.

c) You are to make your first posting by Wednesday. If you waited until the end of the week or Saturday, it does not allow enough time for your colleagues to have a discussion with you. Also, you need to participate in at least three different threads to meet the minimum requirements. As noted already, the discussions should be focused on quality and value added.

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ASSIGNMENTS: You will have different types of assignments in this class. Some will be for class discussion (e.g. cases), some will be turned in and there will be online discussions and assignments. Be sure to keep track of what assignments are due and if they are written or for discussion. Check the assignments section of the syllabus as well as the assignment area of the online course management system (vista). Timely Presentation of Materials Due Please Note: All work requests (Tests, assignments, paper etc.) have due dates. These are the LAST DATES that stated material is due. This means that it is a good idea to personally target dates before that date as your personal completion date to avoid difficulties. Please consider this a fact and not a subject for discussion. Dates are often viewed by students as the date to turn in an assignment. I view assignment due dates as the LAST DATE in which to turn in an assignment. With this warning please note that I am not inclined to accept late work and if late work should be accepted it will only be done only after considerable weighting of rationale and with penalty. THE ONLINE WEEKS OF THE HYBRID Please Note: The online weeks of the hybrid class DO NOT run Tuesday to Tuesday as the face-to-face weeks do. They run Monday morning and end Sunday night at 12pmET. It is important that you note that assignments dates may be different for online weeks and discussions start Monday morning and end Sunday at midnight. You will see that your first posts are due by Wednesday of the week. Note assignment dates carefully. Exams : There will be a Mid Term test and a second c Comprehensive Exam. These exams will cover information from lectures, discussions, videos, cases and readings. Each exam is closed book/closed notes and (please note) closed on line material. The course overall and the exams will be structured to promote and reward learning, thinking and understanding. This will require memorization of important issues and terms as well as the ability to discuss concepts in an informed manner. The test will contain both true/false, fill in blanks and Short Answer responses. Please note that you certainly need to take notes in class if you expect to do well on the exam. Be organized; take notes and study as the semester progresses (not the few days before an exam) and you will do well. Do not and it is difficult for me to envision you will. It is important to keep up with the reading, refer to the back of the chapter for important terms and concepts and learn as you go along. There is too much material to try to learn it at the end of the class. Think ahead and be prepared as there are no “off syllabus” ways to raise a grade. Such accommodations are unfair to others in a class whom would not have the same opportunity. On Memorization: I would expect you to represent what you have learned from this course well (as well as representing me well) in the future. Since I would not expect you to carry notes or the text once you complete the course it is paramount that you either tattoo on your body, or impress in your mind, important concepts so you can speak and act intelligently once we have parted. As tattoos are awkward to refer to and often not viewed positively by most business cultures that leaves me not many alternatives other than requesting you put to memorization important material. Many students tend to commiserate with each other claiming they will only forget. I can only respond that I will admit that I have forgotten a lot of what I learned. I will also acknowledge as well that it is difficult for me to speak intelligently about things that I have not learned.

REQUESTS FOR MAKE UP EXAMINATIONS OR LATE ASSIGNMENTS: I strongly advise you to avoid requesting a make-up exam as it is a disservice to others in the class who have organized their schedules to assure the timely presentation of materials and examinations. Requests for a make-up exam (see above) are rarely acceptable and are handled on a case-by-case basis. Since written or presented material can be (and should be) done in advance there would be no situation that I can think of that would allow this material to be late. Please consider the dates for assignments to be the last date that this material can be presented and not the day that it is to be presented. This will help you to make deadlines should unfortunate situations arise at the last minute. I recognize that, infrequently, devastating situations arise that could make it essential to miss the exam. Any request to make up the examination must relate to a fairly catastrophic event which made fulfilling the requirement impossible. Such requests will be reviewed, by me, on an individual basis and verification of the incident will be expected to be submitted at the time of any such request. I hope that you will understand that I do not do this to penalize any individual student but to attempt to assure that there is a level playing field and the total class feels confident that no one has a unique or unfair advantage.

Academic Conduct and Intellectual Honesty – I expect students in my class to act according to the academic codes of Boston University and Metropolitan College. I consider submitting work that is not your own on any assignment or test in this course to be a serious issue and would take the necessary actions should this be suspected. As such, you are expected to do your own work in any aspect of this course. In cases of copying another’s work unreferenced, accepting or giving help on exams and assignments both students (the one giving and the one receiving assistance) will receive a zero for the work with the possibility of the case being forwarded to the Metropolitan Student Conduct Committee. This course will strictly follow the Code of Academic Conduct of Boston University. Please keep this in mind. Academic conduct promoting the desired educational environment of the College involves behavior which refrains from cheating on exams, plagiarism, misrepresentation or falsification of data, theft or destruction of examinations or papers, or alteration, forgery, or knowing misuse of academic

6 of 17 2018 年 5 月 20 日 records or documents or other similar behavior. The internet has made plagiarism even easier, and be aware that simply copying text from the Internet is a bona fide form of plagiarism that could result in dismissal from Boston University. This applies in any course at Boston University.

WEEKLY ASSIGNMENTS ECOMMERCE TM 648 Spring 2012, Course Calendar and Assignments WEEKLY SCHEDULE OF COURSE CALENDAR AND ASSIGNMENTS

CLASS LOCATIONS: The locations are listed by week but since we are in three different location here is a quick “where to meet” chart

CLASSROOM CAS 326 ONLINE http//vista.bu.edu COMPUTER LAB 808 comm January 17 February 7 January 31 January 24 March 6 February 28 February 14 March 27 March 20 April 10 April 3 |April 17 April 24

NOTE ON DUE DATES: The items listed in each week are due for that week. When assignments are listed in the syllabus please note that these are the LAST DATES that material is due. This means that it is a good idea to personally target dates before that date as your personal completion date to avoid difficulties.

CLASS TOPICS, READINGS AND REQUIREMENTS

WEEK 1 – January 17 (Classroom CAS 326) INTRODUCTION TO HYBRID STRUCTURE, USE OF VISTA AND FRAMEWORK FOR E- COMMERCE

You MUST have a BU login, password and email to take this class and you need it for the first class (Today). You can establish an account through http://www.bu.edu/pcsc. You can forward your BU email to another address using the simple forwarding instructions found at that pcsc address. If you do not have these I would suggest that you accomplish this prior to the first class meeting. The university service to establish this will be open through the night of our first class to assist you in setting up your login etc. but it is frequently quite busy during the first week of classes. Course requirements, overview of course and topics to be covered as well as assignments and expectations. Introduction to Ecommerce :When Assignments are due, discussions on line expectations and Grading Discussion of Hybrid http://vista.bu.edu (note no www in address) Online expectations and Vista demonstration and Lab exercises for introduction to hybrid, vista, on line. Vista demo: Postings in vista for communications, discussions & assignments. Chapter reading: Preface to text. REVIEW: Online work and discussion criteria This week: Go online to Vista and do introduction. http://vista.bu.edu

7 of 17 2018 年 5 月 20 日 WEEK 2 January 24 (Classroom) FRAMEWORK FOR E-COMMERCE, INTERNET HISTORY AND TECHNOLOGY Discussion of “Invention” of the Internet, reasons for its development, individuals involved, evolution and the infrastructure structure Text:  Chapter 1. The Revolution is just beginning  Chapter 3. The Internet and world wide web: E-commerce infrastructure

WEEK 3 January 31 (Computer Room 808 2nd Floor) BLOGS FOR COMMUNICATIONS LAB SESSION Lecture on Blogs and Individual Development of Personal Blog and design of Blog PROJECT: Development of a personal WEB BLOG NOTE: See assignment 1 and Appendix A for full description of assignment BLOG ASSIGNMENT Dates Please follow the instructions in the Assignment section about your posting of your blog site location. You will post your blog address AS A HYPERLINK in the Discussion Section noted as “Discussion 1 in vista “Posting of Blogs and Comments” PLEASE post as a hyperlink using the LINK features (HTML on). If you do not do this your classmates will have to cut and paste rather than clicking on a link to get to your blog. Trust me, this will not be pleasing. On Line Readings:  World of Blogs Assignment Blog design. URL Posted to discussion 1.2 by Saturday Noon: handout and Online assignment details On line assignment: Post your comments of others blogs to 1.1Starting Friday and closing Sunday evening. The discussion assignment is to enter each of your section “mates” blogs get to know them and make a post to the blog Pass/Fail graded requirement of going into section mates blogs to get to know them. Required: one visit per student blog with a posting to their blog.

WEEK 4: Week of February 7 (Online) SECURITY, POLICY ISSUES AND LEGAL ISSUES: ROLE OF GOVERNMENT AND INTERNATIONAL INTERNET ISSUES On Line Readings:  Epayments and Security  The role of Government and International Issues  Regulation of the Internet TEXT  Chapter 5, online security and payment systems  Chapter 8, Ethical, Social and political issues in Ecommerce Online Discussion: Security discussion question: you are to have an initial value added post and then comment a minimum of two additional times to other’s first posts. This is meant to be like a classroom discussion.

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WEEK 5 – February 14 (Classroom) LECTURE: SECURITY, POLICY ISSUES AND LEGAL ISSUES: ROLE OF GOVERNMENT AND INTERNATIONAL INTERNET ISSUES

Security and payment issues Discussion of how the internet has been affected and has shaped Public Policy See reading from online security/policy week be prepared to discuss

February 21 go to Monday classes ON LINE ASSIGNMENT: Team Case Assignment (see Case Assignment Requirements for specific tasks Appendix B). Each student will be assigned to a team (generally of 5) to explore in depth one of social networking cases. Case analysis posting is done as a PowerPoint presentation but can have added any media form (wiki, YouTube, etc.) so long as (1) size of the PowerPoint of no more than 10 mgs with voice, and that a video, if added, is no more than 5 mgs and (2) it covers the analysis requirements of the case. Substance of the case analysis is critical. The presentation for the case is to be posted by Sunday night March 4th (11:59 PM ET) in the discussion forum area of Vista named “Social Networking Case Analysis Posting.” Review Appendix B for more details about guidelines and expectations. CASES: Ford Fiesta Movement: Using Social Media and Viral Marketing to Launch Ford's Global Car in the United States Sunsilk Gang of Girls: Crafting a Brand Positioning with Reference Groups” Lady Gaga: Born this way?

WEEK 6 February 28 (Computer Lab)

TOPICS: Begin WEB design instruction: Learn about file structure, design of a site, posting, construct a home page and post that home page to the department website. Bring a flash drive to class to store your in class assignment the lab machines are wiped out weekly and your material can be lost so save to a personal drive We will discuss the functional design elements and get started with web design. NOTE: Posting deadline for PowerPoint assignment March 4th .These are presented by teams and posted to the specific case location in the discussion section. Only the teams are to post comments to the specific case locations. Discussions of the cases in week 7 will be to a separate discussion area. Note: function design requirement for you to think about your project are located in appendix C

NOTE: PowerPoints are posted to week 7 Social Networking Case Analysis Posting Discussion area for teams by Sunday evening March 4

WEEK 7 March 6 (On Line) SOCIAL NETWORKS,MARKETING ISSUES AND BUSINESS MODELS Assignment: Social Networks - complete the written assignment on line for the week and participate in the discussion on line. On Line Readings: Strategy Website metrics Text Chapters

9 of 17 2018 年 5 月 20 日  Chapter 6Ecommerce Marketing Concepts  Chapter 7 Ecommerce Marketing Communications  Chapter 2. E-commerce business models

ONLINE DISCUSSION:  You are to review each of the three case analyses. These are presented by teams and posted to the specific case location in the discussion section for this week. Only the teams are to post comments to the specific case locations. You are to then provide the week’s discussion in the Social Networking Case Analysis Posting Discussion section for the week. The purpose of the discussion for the week is for you to provide an overall analysis of the three cases and how social network marketing has gained an important and significant role. CASES: "Ford Fiesta Movement: Using Social Media and Viral Marketing to Launch Ford's Global Car in the United States (INSEAD 510-015-1) (01-2010-5664) “Sunsilk Gang of Girls: Crafting a Brand Positioning with Reference Groups” (Ecch 510-123-1) Lady Gaga: Born this way? (Ecch 311-099-1)

Spring Break March 10 – 18 No class march 13 WEEK 8 March 20 – Midterm Exam: please review syllabus for format and content - Bring functional Specification hard copy to turn in

WEEK 9 March 27– (Computer Lab) WEB SITE DEVELOPMENT Have Web group organized by this class ( 1 to 6 people in a group) 2. Development of your WEB Site Basics of web design using Dreamweaver  You MUST bring a flash drive to save work to class.  Bring in 2 copies of functional specification to class. Turn in One &one to work from in lab class

WEEK 10 April 3 (classroom) BUSINESS MODELS AND STRATEGY FORMULATION Internal and external strategy development Review case readings Online Readings: Business Strategy Website Design Issues Metrics WEEK 11 April 10 (Computer Lab) WEBSITE DESIGN CONTINUED Complete you website in class with individual attention provided There will be a quiz on Dreamweaver this class  Teams are to have operational link to their website home page by end of class. Websites are posted with active links in the Team Website Links Discussion Area. The page can be a test page as this requirement is to assure you know web structure and how to connect a site to a server.

WEEK 12 – April 17 (Classroom) PRESENTATIONS: Web projects presented

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WEEK 13 – April 24 (Classroom)  Second Examination There will be a comprehensive second exam. The exam will cover information from lectures, discussions, videos, cases and readings. The exam is closed book/closed notes.

APPENDIX A CREATING YOUR BLOG WITH BLOGGER

You will design a simple personal blog site (a one-page blog) on which you will introduce yourself to your classmates. The purpose of the assignment is to introduce you to the world of blogging. Once you have created your personal site you will understand how simple and thus how elegant a blog site can be—and you will begin to appreciate how powerful they can be as well. This blog experience is a good introduction to simple web design, which we will then build on as we later work on the web site project. By experimenting with fonts, colors, pictures and formats you will begin to think about many of the complex issues that we will deal with later in the course. For this assignment, you should design your blog with an eye to introducing yourself to your group. You may take down your blog after it has been graded if you desire to do so for privacy reasons. I am sensitive to privacy concerns but you can post what you wish and I might suggest that you Google yourself and search whitepages.com, etc. You will, no doubt, find that whatever you might put up for this assignment is less than a person with an hour and $20 to spend could find out about you. For ten dollars I can most likely find out how much you paid for your house! What I want you to get from this exercise is what a blog, how they are used, and what their business implications might be. To really "get it" you need to set up a blog and start interacting with the world. You can set one up with your kids—they most likely already have a blog or a Facebook page. The goal of exposing you to the blogging community is not so much to have you to make a personal blog as to set up an assignment that is fun and interesting as you learn the concepts of blogging. Your blog will provide an interesting format for you to introduce yourself to the class—if you wish can provide pictures of your dog or of your kids, so we can get to know you better. Once you have done that you will appreciate how easy it is to blog, and how easy it is to affect a company's image or product status. Your blog is graded as an assignment and the grade is based on your design, value added enhancements and overall quality of the blog. You will find instructions on how to use Blogger in your class materials. I would also note that the “help” section of Blogger itself is very good and will answer most questions in a clear manner. It is interesting that there are lots of down loads on YouTube about how to do things so if you run into a problem you might want to check there as well.

BLOG ASSIGNMENT:

Development of a personal Blog with the (active) blog location http: address is to be posted to the internet by Friday evening of week 1. You will post your blog address AS A HYPERLINK in the “PERSONAL BLOG POSTING SITE”. PLEASE post as a hyperlink using the HTML and LINK features of the site. If you do not do this your classmates will have to cut and paste rather than clicking on a link to get to your blog. Trust me, this will not be pleasing. While the site must be up Saturday Noon, you may make changes as you may desire as a result of student feedback until Sunday Midnight. This is when the site will be reviewed by your facilitator for grading. We need to get the blog up Friday so your fellow classmates can get to know you personally before the start of the next week. The second aspect of the assignment is to comment on each of your section “mates” blogs in their blog site. Your comments should be positive in nature and can respond to

11 of 17 2018 年 5 月 20 日 the personal information (e.g. “Hi John, I am also from California and also work in the financial area”) and the blog itself (e.g. “nice use of colors to make your point. The theme and color structure enhance each other.)

1. You are to create a BLOG using BLOGER. Why Blogger? Well first it is free and you have used up all your money buying books. Second it is easy and I am sure you will like that since we only have a very few days to absorb BLOGS and move on. Another reason to use a standard application is that I and others in the class can help you if you run into trouble and that by everyone using the same application it is easier to compare sites and discuss pros and cons. I do not want you to use Facebook because while this is very good for personal information it is not a viable tool to use to tell your story about a product or company you like or do not like to the general public. Blogs are better at that. A truly progressive company wise in the ways of internet awareness might wish to have a website, a blog, a social network action site. Each would be designed for a different reason and reach the specific intended audience in a different manner.

2. Blogger is found at http://www.blogger.com and it is pretty much straight forward. Kids are amazed at how even adults can do it! Think I kidding just ask one. You can get a digital address and post a blogger site to a more formal web but why? That is really what web sites are all about and that is what we are going explore later.

3. In order to complete this assignment: a. View the tutorial video to help you get started in signing up and using Blogger. b. Download and open the attached Assignment 1 direction sheet, assignment_makingYourOwnBlog.doc, found below. This sheet has detailed information on the blog assignment objectives and instructions. c. Post your blog site at Blogger.com. i. Post your site as an active link in the Discussion topic "Posting of Blogs and Comments,”. This will allow others in your group to go directly to your blog without having to cut and paste in a browser. ii. You will view each of your classmates' blogs first to learn more about who is in your group. This will also help you to think critically about what a good blog is and learn to recognize blogs that could use improvement. iii. The blog and your responses to other student Blogs are graded as an assignment grade by your facilitator who will review your blog, all the comments provided, and provide individual feedback. iv. Review the blogs of classmates and get to know them better. Try to leave a personal note on each site. v. Provide a comment on something you liked about the blog and something that might be improved (and how). Remember you are NOT evaluating the blog. You are simply trying to provide helpful insights. vi. By exploring different blogs, I want you to have an opportunity to really think about what you like and do not like in blog presentations from a more personal perspective.

12 of 17 2018 年 5 月 20 日 APPENDIX B SOCIAL NETWORK TEAM CASE ANSLYSIS GUIDELINES

This week you will work in a small team (5 members). Your task will be to organize a presentation for a case study that you will be assigned. The output is a presentation that:

1. Provides a case overview/summary 2. Presents the key points of the case discussing the central issue/problem, the manner in which this was addressed, unique features, approach followed to seek a solution/outcome. If there was a solution/outcome what was it? Who are the central players? What are their different roles? 3. Discuss the role of the internet in the definition, approach and outcome of the case 4. How is the approach used by the company/person different than what is normally used? 5. Reviewing the outcome would you believe the approach was successful? Why? Is there a model that could be used for others? 6. What do you see as difficulties/problems involved in executing the plan? What difficulties might exist for others who wish to use this model? 7. Additional insights and comments the team might wish to offer.

The presentation format

Your format will be a presentation. Case analysis posting is done as a PowerPoint presentation but can have added any media form (wiki, YouTube, etc.) so long as (1) Be sure to keep the number of slides to no more than 5 and the size of the PowerPoint with voice to no more than 10 mgs (2) it covers the analysis requirements of the case. Substance of the case analysis is critical. If you use PowerPoint then you are to use voice over to guide the viewer through the case presentation Please recognize that PowerPoint presentations have a propensity to be dull and boring. As such, use your imagination to present the material in an interesting and refreshing manner. The length of the presentation should not exceed five minutes. This will require significant preparation to assure you highlight major points but should offer ample time to design a meaningful product.

Posting your presentation

Your presentation is to be posted to the weekly discussion section no later than March 4th by Sunday evening. This will allow students (and you) to review all postings on the different cases the first days of week. Each case is to be posted either as an attachment or active link to the appropriate case title in the discussion section of week 6. That is to say if your case is “case X” then your posting would be located under the appropriate case ( Case X) discussion section. The individual case discussion area is for posting only. The actual discussion of the cases is done under the “Case Analysis” discussion title.

13 of 17 2018 年 5 月 20 日 APPENDIX C: FUNCTIONAL DESIGN ASSIGNMENT

For this assignment you will organize a draft of what your website will look like, who is the “consumer” of the site and what resources would be necessary. Your FS should include designs for the number of pages that the site will have and written material should discuss your whole site. You should provide drafts and/or drawings of the home page and for each additional page that the site will have. This will depend on how many individuals are in your group. Each person must complete two pages. The pages should demonstrate your overall understanding of FS documents and provide an mix of page types (home page, information pages, shopping cart pages, etc.). Your FS document should describe the company, its needs and the purpose of the site. It should then provide written documentation and drafts or drawings with detail for each of the four pages you have chosen to show. After reading the document a reader should understand what the company is attempting to accomplish and how the consumer/viewer will interact with the site in order to accomplish that. In addition, the document should include issues relating to the "back office" applications, such as security issues, database/matrix design, cookie management and shopping cart needs. Keep in mind that this assignment is NOT a complete functional design as the examples on the course website depict but a SHORT version of the functional design. As such you will provide a two page overview of the project and need only offer sketches of the proposed individual pages. These can be hand drafted and show where the placement of pictures, navigation bars and other page items will be. You need NOT actually have the actual text or pictures at this time.

A. PROJECT OVERVIEW

This will introduce your site proposal and set up the objectives. Among the items that should be included in the overview would be those listed below. Remember that a “real” functional design would go into depth on each of the items. You need only provide a very short description of each item to remain within the page limit (2 page overview plus sketches)

1. Company information 2. Goal of the site 3. Description of the organization's information culture (attitudes towards information, information sharing, information load, information politics, information norms) 4. Examination of how the physical setting affects information access and use 5. Definition of the primary audience and whether there are potential secondary users 6. Understandable demographics of the audience (age, sex, location if regional) 7. Psychographics (metrics, like behaviors or psychological aspects of consumers) 8. Discussion of the platform on which the site may be viewed (PC, netbook, phone, etc.) 9. Primary use of the product or service 10. Explanation of the role of the company’s current resources (e.g., librarians, records managers, information systems staff) in providing information for the site 11. Database needs of the site 12. Security needs of both the firm and consumer 13. A brief review of what types of content, pictures, links, etc., are planned, to provide an overview image of the site. 14. A discussion of whether to use cookies. Why would you or wouldn't you? The specific purpose for the cookies needs to be defined, as well as what data will be collected about the viewer. You should also cover how you intend to deal with personal security issues relating to this data.

14 of 17 2018 年 5 月 20 日 B. VISUAL & FUNCTIONAL DETAILS

Design the Site map

 Written material and drawings of screens  Pictures of any pop-ups that accompany pages  Provide locations and rationale for links which demonstrate how screens are connected  The site map should depict each of the site paths and how they are linked  Identify sets of major users and their information preferences  Review the work-related tasks and problems, including problem dimensions and information needs

Drafts of screens You should provide drawings of screens which provide a visual depiction of what each page will look like. This is important as it will quickly become clear when you draft screens if their "look and feel" is appropriate, and whether their ease of use, navigation features and usefulness to the consumer will accomplish the intended task.

Several common mistakes when creating a design document:

Note: Though the thoughts below were originally written for a team project in a game-building environment, they are equally applicable to your project.

According to Tim Ryan in "The Anatomy of a Design Document, Part 2" (http://www.gamasutra.com/features/19991019/ryan_01.htm) there are several common mistakes to look out for when creating a design document:

1. Insufficient details: The descriptions need to be specific enough to convey intent and function. Avoid using vague terms unless you follow up with specifics. 2. Patronizing material: You wouldn't give a chef a recipe that told him how to make a marinara sauce, so you don’t tell artists how to manage their 256 color palette or programmers how to define a particular data structure. Just list the facts important to the vision. Not only does it waste their time (and annoy them), but it wastes the writers' time. Such details are more appropriate for the technical specification anyway, which is written by the programmers. 3. Ambiguous or contradictory material: Watch for this. It clouds the vision, creates misunderstandings, and invalidates the functional specification. 4. The Design Document from Hell: Nothing stupid, nothing ambiguous, nothing lacking – it just is too damn much. Try to keep a mental total of how long the design is going to take to implement when fleshing out the specification. Cut extraneous, non-essential features and save them for the sequel; or be prepared to argue the merits of keeping the features and extending the ship date. 5. Getting too personal with the design: You are not your work. Your personal boundaries should not include the design. As I have stressed throughout this document, game design is a collaborative process. While you want people to take ownership and responsibility for their work, the functional specification should have joint ownership. This keeps people from feeling isolated and more a part of the process, and it makes the documents feel less like marching orders and more like a plan. The team members are also much more likely to read something that they helped put together. Criticism is then aimed at the design not the documenters who put is all together; thus making the team more comfortable and productive in offering their

15 of 17 2018 年 5 月 20 日 criticism.

6. Wandering vision: This may happen as you write the functional spec. Even with a good concept document and proposal championing the vision, there's still some room for interpretation. Creative folks have a wandering imagination and may be influenced strongly by whatever game they may be playing at the moment.

16 of 17 2018 年 5 月 20 日

EVALUATION CRITERIA:

The web site design will be evaluated according to the extent that it achieves the elements necessary for a successful functional specifications document. In addition to the items discussed above, reviewers will be considering:

1. How well does the FS document describe the company, its goals, and the purpose of the site? How well could the FS be used to provide a web site designer with a road map for site construction? 2. Site structure is logical, clear, and well aligned with the information environment of the organization. 3. Page designs facilitate information access and navigation.  Functional features or applications effectively support major sets of users, their information tasks and behaviors.  You have broken your project down into modules.  You have included a diagram of the technical structure of your project.  The steps that are needed to develop your software are well laid out (e.g., get video, develop quiz template, implement navigation system, etc.) 4. Functional features or applications effectively support the purpose of the site and are logical in their flow, design and application. 5. You have thought about any special considerations that will have to be made to have a successful project. 6. You have included the plans for implementation and anticipated any challenges that should be expected.

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