MKTG7037 / MKTG2032 E-marketing

Course Structure Chapter 15 International marketing 21 May 12 Chapter 14 Relationship marketing 28 May 13 Chapter 13 Services marketing online 14 May 11 Chapter 12 Distribution 7 May 10 Chapter 11 Pricing strategies 30 April 9 Chapter 10 Promotion 2: the internet as a promotional medium 23 April 8 Chapter 9 Promotion: the internet in the promotional mix 2 April 7 Chapter 8 The role of product in internet marketing 26 March 6 Chapter 7 The internet in marketing strategy 19 March* 5 Chapter 6 Applications for business and non-business 12 March 4 Chapter 5 Creating cybercommunities 5 March 3 Chapter 4 Consumer behaviour 26 February 2 Chapter 3 Unique features of internet-based marketing 19 February 1 Topic(s)/Task(s) Week beginning Week No

Assessment Due Dates Task Weighting Due Tutorial/Lab Assessment 20 During semester Essay Registration 01 March 16 Solo Assignment 20 March 26 Group-Optional Essay 29 May 21 Final Examination 30 June

Task Weighting Due

Tutorial/Lab Assessment 20 During semester

Essay Registration 01 March 16

Solo Assignment 20 March 26

Group-Optional Essay 29 May 21

Final Examination 30 June

Solo Assignment Due: March 26, Monday Week 6, no later than 7pm. Electronic Upload via WebCT Topic: “Hype or Hope? The value of a new technology for marketing” This assessment item is a solo paper where the student examines value of a contemporary technology for marketing practice. The list of contemporary technology includes: RFID tags for marketing and marketing research m-commerce, including m-gaming, m-gambling and m-shopping MMORPG environments such as Second Life social media marketing online viral marketing You are expected to write between 1000 and 1500 words addressing the value of one of the five topic areas for marketing, using references to marketing theory, practice and internet theory. Full referencing is expected. Penalties apply for not using references.

Due: March 26, Monday Week 6, no later than 7pm.

Electronic Upload via WebCT

Topic: “Hype or Hope? The value of a new technology for marketing”

This assessment item is a solo paper where the student examines value of a contemporary technology for marketing practice. The list of contemporary technology includes:

RFID tags for marketing and marketing research

m-commerce, including m-gaming, m-gambling and m-shopping

MMORPG environments such as Second Life

social media marketing

online viral marketing

You are expected to write between 1000 and 1500 words addressing the value of one of the five topic areas for marketing, using references to marketing theory, practice and internet theory.

Full referencing is expected. Penalties apply for not using references.

Group-Optional Essay 500 word proposal Due Friday, Week 4, no later than 7pm 4000 word assignment Due: Monday Week 12 no later than 7pm. 1-4 people per group, Electronic Upload via WebCT

500 word proposal

Due Friday, Week 4, no later than 7pm

4000 word assignment

Due: Monday Week 12 no later than 7pm.

1-4 people per group,

Electronic Upload via WebCT

Possible Essay Topics “ This is not like TV, only better. This is life”. Discuss this quote in the context of passive consumption of push-media versus active consumption of internet media such as blogs, virtual worlds and self published website”

“ This is not like TV, only better. This is life”. Discuss this quote in the context of passive consumption of push-media versus active consumption of internet media such as blogs, virtual worlds and self published website”

Tutorials Forum based assessment 17 posters to Week 1. A good start What stopped the rest of you?

Forum based assessment

17 posters to Week 1.

A good start

What stopped the rest of you?

A little diversion into the internet Let us remember that there are multiple theories of Intelligent Design. I and many others around the world are of the strong belief that the universe was created by a Flying Spaghetti Monster. It was He who created all that we see and all that we feel. We feel strongly that the overwhelming scientific evidence pointing towards evolutionary processes is nothing but a coincidence, put in place by Him. http://www.venganza.org

Let us remember that there are multiple theories of Intelligent Design. I and many others around the world are of the strong belief that the universe was created by a Flying Spaghetti Monster. It was He who created all that we see and all that we feel. We feel strongly that the overwhelming scientific evidence pointing towards evolutionary processes is nothing but a coincidence, put in place by Him.

http://www.venganza.org

Talk like a pirate day Talk like a Pirate Day September 19

Talk like a Pirate Day

September 19

Snakes on a Plane Snakes on a blog http://www.snakesonablog.com/ Snakes. On. A PLANE. http://www.snakesonaplane.com/ Cobra Starship

Snakes on a blog

http://www.snakesonablog.com/

Snakes. On. A PLANE.

http://www.snakesonaplane.com/

Cobra Starship

All your base are belong to us http://allyourbase.planettribes.gamespy.com/ http://allyourbase.planettribes.gamespy.com/video3_view.shtml

are belong to us

http://allyourbase.planettribes.gamespy.com/

http://allyourbase.planettribes.gamespy.com/video3_view.shtml

Remix Culture

Ning Ning is the fast and free way to create custom Social Websites http://www.ning.com/ No idea what it does, but it looks kinda cool.

Ning is the fast and free way to create custom Social Websites

http://www.ning.com/

No idea what it does, but it looks kinda cool.

ZeFrank In the category of “I really should know better”, I present ZeFrank http://www.zefrank.com/snowflake/ The Show with ZeFrank http://www.zefrank.com/theshow/archives/2007/02/022207.html

In the category of “I really should know better”, I present

ZeFrank

http://www.zefrank.com/snowflake/

The Show with ZeFrank

http://www.zefrank.com/theshow/archives/2007/02/022207.html

Posting to the Forum A few points

Styles Pack leader Post an original topic, post it early Advantage: you set the agenda Disadvantage: You get the commentary, and have to defend your post Pack follower Post an original topic, post it late (after the third or fourth topic) Advantage: benefit from the experience of others Disadvantage: Must read the rest of the comments and threads, and make reference to where the others have already agreed with your position

Pack leader

Post an original topic, post it early

Advantage: you set the agenda

Disadvantage: You get the commentary, and have to defend your post

Pack follower

Post an original topic, post it late (after the third or fourth topic)

Advantage: benefit from the experience of others

Disadvantage: Must read the rest of the comments and threads, and make reference to where the others have already agreed with your position

Styles II Commentator Replies to post Actively engaged in debate with other users Needs to show that they’re integrating the debates from other threads into their position. Lurker Doesn’t post You’ll learn something, but no post means no marks

Commentator

Replies to post

Actively engaged in debate with other users

Needs to show that they’re integrating the debates from other threads into their position.

Lurker

Doesn’t post

You’ll learn something, but no post means no marks

Consumer Behaviour Online

Innovation and adoption Adoption of the really new product: The really new product (RNP) defines a new product category. RNPs represent development of a new technology incompatible with existing one. RNPs have a propensity to set standards. RNP is never an easy prospect for consumers to adopt because of the newness.

Adoption of the really new product:

The really new product (RNP) defines a new product category.

RNPs represent development of a new technology incompatible with existing one.

RNPs have a propensity to set standards.

RNP is never an easy prospect for consumers to adopt because of the newness.

Diffusion of innovations Rogers’ five features of innovations: Relative advantage Compatibility Complexity Trialability Observability

Rogers’ five features of innovations:

Relative advantage

Compatibility

Complexity

Trialability

Observability

Adoption of Internet users Innovators: Venturesome (try anything once) Early adopters: Respectable (the Net is hip – adopt now to be a social leader) Early majority: Deliberate (needs and wants) Late majority: Sceptical (ends up needing, not always wanting) Laggards: Traditional (want and adopt not)

Innovators: Venturesome (try anything once)

Early adopters: Respectable (the Net is hip – adopt now to be a social leader)

Early majority: Deliberate (needs and wants)

Late majority: Sceptical (ends up needing, not always wanting)

Laggards: Traditional (want and adopt not)

Rogers’ five categories of innovators Source: Rogers, M. R. 1983, Diffusion of Innovations , 3rd edn, Macmillan, London.

Internet user categories 1. Directed information seekers 2. Undirected information seekers 3. Bargain hunters 4. Entertainment seekers 5. Directed buyers

1. Directed information seekers

2. Undirected information seekers

3. Bargain hunters

4. Entertainment seekers

5. Directed buyers

Internet use behaviours Why people use the Internet: Anonymity and the non-corporeal body Communications: reach out and chat with someone Convenience Information seeking Global access

Why people use the Internet:

Anonymity and the non-corporeal body

Communications: reach out and chat with someone

Convenience

Information seeking

Global access

Internet use behaviours Why people use the Internet (contd): Community/sense of belonging/pursuit of common interests and goals Utility/necessity/fear of being left behind Recreation, leisure and pleasure Inherent merit

Why people use the Internet (contd):

Community/sense of belonging/pursuit of common interests and goals

Utility/necessity/fear of being left behind

Recreation, leisure and pleasure

Inherent merit

Internet use behaviours How people use the Internet – six common behaviours online: Search behaviours – involve how people explore the Internet Self-service technologies in e-commerce – where the consumer is engaged in self-service behaviour Self-representation – the creation of the user’s identity in CMEs

How people use the Internet – six common behaviours online:

Search behaviours – involve how people explore the Internet

Self-service technologies in e-commerce – where the consumer is engaged in self-service behaviour

Self-representation – the creation of the user’s identity in CMEs

Internet use behaviours How people use the Internet – six common behaviours online (contd): Self-publication – the creation and publication of web content Cybercommuning – active involvement in web communities Flow behaviour – engaging in the flow state of Internet usage

How people use the Internet – six common behaviours online (contd):

Self-publication – the creation and publication of web content

Cybercommuning – active involvement in web communities

Flow behaviour – engaging in the flow state of Internet usage

Internet use behaviours How people use the Internet Self-service technologies (SSTs) SSTs are any form of technology that allows (or forces) a consumer to replace a personal service (e.g. banking) with a consumer-produced service alternative (electronic banking) SSTs are notable among the following types of businesses: Airline tickets Electronic banking Self-diagnosis medical systems

How people use the Internet

Self-service technologies (SSTs)

SSTs are any form of technology that allows (or forces) a consumer to replace a personal service (e.g. banking) with a consumer-produced service alternative (electronic banking)

SSTs are notable among the following types of businesses:

Airline tickets

Electronic banking

Self-diagnosis medical systems

Internet use behaviours How people use the Internet The key features of SSTs need to be as follows: Predictable Customisable Trialable Clearly useful

How people use the Internet

The key features of SSTs need to be as follows:

Predictable

Customisable

Trialable

Clearly useful

Flow state The flow state is a result of a consumer’s interaction with the Internet environment. A flow state experience can be measured by a series of factors or ‘symptoms’. Flow, being a naturally occurring phenomenon, is difficult to research in marketing.

The flow state is a result of a consumer’s interaction with the Internet environment.

A flow state experience can be measured by a series of factors or ‘symptoms’.

Flow, being a naturally occurring phenomenon, is difficult to research in marketing.

Flow state Factors that indicate a ‘flow state’: The merging of action and awareness A higher level of concentration on the task at hand A loss of self-awareness and self-consciousness, and a reduced attention to the opinion that others may hold of the individual

Factors that indicate a ‘flow state’:

The merging of action and awareness

A higher level of concentration on the task at hand

A loss of self-awareness and self-consciousness, and a reduced attention to the opinion that others may hold of the individual

Flow state Factors that indicate a ‘flow state’ (contd): Feelings of control and empowerment Enjoyment, pleasure and satisfaction from the flow state A sense of time distortion, or a loss of time A sense of telepresence

Factors that indicate a ‘flow state’ (contd):

Feelings of control and empowerment

Enjoyment, pleasure and satisfaction from the flow state

A sense of time distortion, or a loss of time

A sense of telepresence

Flow state Elements of flow: Control Attention focus Curiosity and perceived challenge Intrinsic interest

Elements of flow:

Control

Attention focus

Curiosity and perceived challenge

Intrinsic interest

Flow state Four common methods or ‘routes’ to the flow state from perceived challenges: Search/research/problem solving Reading/interaction Composition/creation Communication

Four common methods or ‘routes’ to the flow state from perceived challenges:

Search/research/problem solving

Reading/interaction

Composition/creation

Communication

Flow state What facilitates flow: An active involvement Immediate response A series of task-oriented activities

What facilitates flow:

An active involvement

Immediate response

A series of task-oriented activities

Flow state What inhibits flow: The nature of the flow state experience Speed of feedback Navigation errors, complications and failures Advertising mechanisms Self-consciousness Fun and enjoyment Boredom

What inhibits flow:

The nature of the flow state experience

Speed of feedback

Navigation errors, complications and failures

Advertising mechanisms

Self-consciousness

Fun and enjoyment

Boredom

Flow state Designing the Web for flow:

Designing the Web for flow:

Flow state (contd) Source: Rettie, R. 200, ‘ An exploration of flow state during Internet use’ , Internet Research: Electronic Networking Applications and Policy, vol. 11, no. 2, pp. 103–13.

Factors preventing full use of the Internet Cost: time and money Internet literacy Fear Lack of desire: no benefit, no consequence and no value Expectation gap: promised the earth, delivered a bucket of soil

Cost: time and money

Internet literacy

Fear

Lack of desire: no benefit, no consequence and no value

Expectation gap: promised the earth, delivered a bucket of soil

What can marketers do? Lower the barriers Lower the expectations: deliver more than promised Secure the Internet Accept rejection as a legitimate choice

Lower the barriers

Lower the expectations: deliver more than promised

Secure the Internet

Accept rejection as a legitimate choice

Discussion Questions for the Board Which one of Rogers’ (1985) factors do you believe was the most important for your adoption of the Internet and why?

Which one of Rogers’ (1985) factors do you believe was the most important for your adoption of the Internet and why?