NYU C20.0038Fal2007 Electronic commerce STErn Tuesday-Thursday SCHOOL OF BUSIN Professor Anindya ghose aghose@stern. nyu. edu, (212)998 0807 Llll.ly u.C Course dates September 2007 through December 2007 Location KMC 4-60 Meeting time Tuesday and Thursdays, 2: 00 to 3: 15 PM Overview The Internet and the World Wide Web are revolutionizing the way people, businesses and governments transact business via electronic commerce. This process is just beginning and will have enormous impact on our activities and the way we relate to people and organizations. This course will examine the major trends and technologies in electronic commerce(e-commerce), including economics, marketing, and social issues. Aside from various Internet marketing strategies and applications, the course will cover the business implications of social media that lead to user-generated content such as blogs, opinion forums (like online reviews and reputation systems)social networks, search engine auctions and other kinds of emerging online communities and applications. The topics will include issues that affect firms in EMT (Entertainment, Media and Technology )industries such as movies, and books. The objectives of the course include 1)Understanding how the presence of IT mediated markets will alter marketing, retailing and business practices by using quantitative analys 2) Discussing new strategic initiatives by firms engaging in internet commerce and how that changes industry structure 3)Discussing relevant economics theory and understanding new emerging techniques like Economining that can be useful in making strategic decisions in online markets and communities The course is complemented by cutting-edge research projects and various business consulting ignments that the Instructor has been involved in with various companies over the last few years Students will work with real life datasets from firms such as Amazon, Microsoft, Yahoo, and google, and learn to use STATA 10. We will relate these to the fundamentals of information technology and its impact on business and society. Some of the topics covered will correspond to those chapters in the textbook, "E commerce: Business, Technology and Society(3 Edition) "by Kenneth C Laudon and Carol Traver, but a big chunk of the course will be based on in class lecture slides and additional readings made available on Blackboard or distributed in class
Professor Anindya Ghose aghose@stern.nyu.edu, (212) 998 0807, http://pages.stern.nyu.edu/~aghose/ Course dates: September 2007 through December 2007 Location: KMC 4-60 Meeting time: Tuesday and Thursdays, 2:00 to 3:15 PM Overview The Internet and the World Wide Web are revolutionizing the way people, businesses and governments transact business via electronic commerce. This process is just beginning and will have enormous impact on our activities and the way we relate to people and organizations. This course will examine the major trends and technologies in electronic commerce (e-commerce), including economics, marketing, and social issues. Aside from various Internet marketing strategies and applications, the course will cover the business implications of social media that lead to user-generated content such as blogs, opinion forums (like online reviews and reputation systems) social networks, search engine auctions and other kinds of emerging online communities and applications. The topics will include issues that affect firms in EMT (Entertainment, Media and Technology) industries such as movies, and books. The objectives of the course include: 1) Understanding how the presence of IT mediated markets will alter marketing, retailing and business practices by using quantitative analysis 2) Discussing new strategic initiatives by firms engaging in internet commerce and how that changes industry structure. 3) Discussing relevant economics theory and understanding new emerging techniques like Economining that can be useful in making strategic decisions in online markets and communities by using quantitative analysis. The course is complemented by cutting-edge research projects and various business consulting assignments that the Instructor has been involved in with various companies over the last few years. Students will work with real life datasets from firms such as Amazon, Microsoft, Yahoo, and Google, and learn to use STATA 10. We will relate these to the fundamentals of information technology and its impact on business and society. Some of the topics covered will correspond to those chapters in the textbook, "E- commerce: Business, Technology and Society (3 rd Edition)" by Kenneth C. Laudon and Carol Traver, but a big chunk of the course will be based on in class lecture slides and additional readings made available on Blackboard or distributed in class. C20.0038 Fall 2007 Electronic Commerce Tuesday-Thursday
Course web site Blackboard is a web-based application that houses online materials for enrolled students across NYU. You canaccessourcoursebyloggingintohttp://sternclasses.mu.edu(usingyourSternnetid/pAssWord),and choosing the course titled Electronic Commerce. We will be using blackboard extensively for this course so make sure that you log in and get familiar with the course web site as soon as possible Communicating with us electronically As far as is possible, rather than emailing us, you should post your questions on the relevant Blackboard discussion forum This is far more efficient than individual back-and-forth email There are two discussion forums currently active 1. Administrative questions about the course 2. General questions and comments about what we cover in class Before posting a question, make sure that you read through the course content on Blackboard, the requently-asked-questions, and the questions other students have posted. Often, you will find the answer to your question here. In the event that you feel the need to email us directly with a question, make sure you use C20: 0038 as the subject line, so that we recognize that it is from one of you, and so that our spam filters do not accidentally delete your message. Avoid sending email attachments Textbooks Kenneth Laudon, and Carol Traver ISBN:0-13-173516-0 Publisher: prentice hall Format: Hardcover; 992 pp Published: 03/22/2006 Deliverables, grading and class participation Student grades will be determined based on class participation, homework assignments, midterm exams, a final exam and a project. Component Percentage Homework assignments 20% Midterm Exam 1 Midterm exam 2 Final exam 20% Project
Course web site Blackboard is a web-based application that houses online materials for enrolled students across NYU. You can access our course by logging into http://sternclasses.nyu.edu (using your Stern netID/ password), and choosing the course titled Electronic Commerce. We will be using Blackboard extensively for this course, so make sure that you log in and get familiar with the course web site as soon as possible. Communicating with us electronically As far as is possible, rather than emailing us, you should post your questions on the relevant Blackboard discussion forum. This is far more efficient than individual back-and-forth email. There are two discussion forums currently active: 1. Administrative questions about the course 2. General questions and comments about what we cover in class Before posting a question, make sure that you read through the course content on Blackboard, the frequently-asked-questions, and the questions other students have posted. Often, you will find the answer to your question here. In the event that you feel the need to email us directly with a question, make sure you use C20:0038 as the subject line, so that we recognize that it is from one of you, and so that our spam filters do not accidentally delete your message. Avoid sending email attachments. Textbooks Kenneth Laudon, and Carol Traver ISBN: 0-13-173516-0 Publisher: Prentice Hall Copyright: 2007 Format: Hardcover; 992 pp Published:03/22/2006 Deliverables, grading and class participation Student grades will be determined based on class participation, homework assignments, midterm exams, a final exam and a project. Component Percentage Homework Assignments 20% Class participation 20% Midterm Exam 1 15% Midterm Exam 2 15% Final Exam 20% Project 10%
Each assignment and project will provide you with a set of instructions and guidelines. Examinations are closed book/notes/ computer/PDA/ iPod(the idea should be clear). We will discuss their format in due course Course Perspective and description The Internet and related information technologies have caused the cost of many kinds of interactions to plummet. As a result, new ways of organizing commercial transactions have emerged: electronic commerce. The most obvious changes are incremental -faster and less costly ways of doing the same things we now do. But the underlying transformation is more fundamental discovering entirely new things to do, and new ways in which to do them by Internet technologies. and to malyze the impact these technologies and business models have on led Our goal in this class is to discuss the new business models in electronic commerce that have been ena industries, firms and people. We will inform our discussions with insights from data and conceptual frameworks that can guide us We will begin with a review of current Ecommerce technologies. We will then introduce the most popula Ecommerce business models and the fundamental economic and marketing principles that drive the growth of Ecommerce. The main section of the course looks at how Ecommerce has changes the strategies of various firms and the structure of the industries that these firms are in Concepts drawn from economics and marketing(e. g, information asymmetries, efficient markets, transaction costs, switching costs, network effects, adverse selection) will be introduced and used to understand those impacts. to recognize how businesses can successfully leverage these technologies, we will therefore go beyond the technology itself and investigate some key questions. For example Which industries in the eMt domain are most threatened by the growing infrastructure for How does geography affect markets, industries, and firm strategies on the Internet? Which industries are most threatened by the growing infrastructure for e Commerce? How will increased transparency affect the balance of power between consumers and firms? How will internet markets affect the pricing, positioning and availability of products and the physical world? What type of channel conflict can arise on the Internet and how is it solved? How does Internet marketing differ from traditional marketing? What are the key factors in online advertising? What role can search engines play in this regard? What is the economic value of textual information in online markets? What is impact of electronic word-of-mouth and how can it be me What is the impact of online social networks and online communities on businesses How are online auctions affecting bu What are the key financial information systems used in electronic markets?
Each assignment and project will provide you with a set of instructions and guidelines. Examinations are closed book/ notes/ computer/ PDA/ iPod (the idea should be clear). We will discuss their format in due course. Course Perspective and Description The Internet and related information technologies have caused the cost of many kinds of interactions to plummet. As a result, new ways of organizing commercial transactions have emerged: electronic commerce. The most obvious changes are incremental - faster and less costly ways of doing the same things we now do. But the underlying transformation is more fundamental - discovering entirely new things to do, and new ways in which to do them. Our goal in this class is to discuss the new business models in electronic commerce that have been enabled by Internet technologies, and to analyze the impact these technologies and business models have on industries, firms and people. We will inform our discussions with insights from data and conceptual frameworks that can guide us. We will begin with a review of current Ecommerce technologies. We will then introduce the most popular Ecommerce business models and the fundamental economic and marketing principles that drive the growth of Ecommerce. The main section of the course looks at how Ecommerce has changes the strategies of various firms and the structure of the industries that these firms are in. Concepts drawn from economics and marketing (e.g., information asymmetries, efficient markets, transaction costs, switching costs, network effects, adverse selection) will be introduced and used to understand those impacts. To recognize how businesses can successfully leverage these technologies, we will therefore go beyond the technology itself and investigate some key questions. For example: Which industries in the EMT domain are most threatened by the growing infrastructure for eCommerce? How does geography affect markets, industries, and firm strategies on the Internet? Which industries are most threatened by the growing infrastructure for eCommerce? How will increased transparency affect the balance of power between consumers and firms? How will internet markets affect the pricing, positioning and availability of products and services in the physical world? What type of channel conflict can arise on the Internet and how is it solved? How does Internet marketing differ from traditional marketing? What are the key factors in online advertising? What role can search engines play in this regard? What is the economic value of textual information in online markets? What is impact of electronic word-of-mouth and how can it be measured? What is the impact of online social networks and online communities on businesses? How are online auctions affecting businesses? What are the key financial information systems used in electronic markets?
Course norms and expectations We will use a variety of lectures in this course, and as such, it is crucial to appreciate that students in the class are co-producers of class discussions and collective learning. For this to happen, class members need to listen carefully to one another and build on prior comments. Discussions need to stay on track, and it is the responsibility of the faculty and students to collectively accomplish this. Your contributions to this learning process will be appraised in addition to the content of what you contribute Because this course relies heavily on class participation for its success, class norms and expectations regarding class behavior are very important Attendance at every class is important to enhance your learning. Please schedule other activities at times other than when this class meets. Please arrive on time and stay from the beginning of class to the end. If you must miss a class, please advise the Professor in advance. If you unable to attend a class, it is your responsibility to find out from your classmates what materials were covered, what items were distributed in class, and what key points were collectively advanced 2. The classroom discussion presents a unique opportunity for you to develop and enhance your confidence and skills in articulating a personal position, sharing your knowledge, and reacting to new deas. All of you have personal experience with electronic commerce that can enhance our understanding of the subject, and that we want to encourage you to share 3. The reading assignments will be posted on the course website, and or distributed in class. You are responsible for checking the course website before every class for announcements, assignments and schedule changes. HW assignments should be done individually. Late submissions will be accepted and graded, but you will only be given credit for 50% of your score. And your carriage may turn into a 4. Group projects should be done in groups of 3-4 students( the exact number will be announced later) After you have posted your personal Blackboard page, your classmates will know you better, and this will help facilitate the group formation process. During the semester, we will give you a set of deta guidelines about working in teams. You will also be asked to evaluate the contribution of each of team members after the group project 5. During class sessions, you should turn off cell phones, beepers, laptops or other such equipment 6. Please bring your name card for each class. For the first several weeks, please try to sit in the same seat ch class with your name card in front of you. This will make it easier for me to get to know you and to make sure you get appropriate credit for your contributions
Course norms and expectations We will use a variety of lectures in this course, and as such, it is crucial to appreciate that students in the class are co-producers of class discussions and collective learning. For this to happen, class members need to listen carefully to one another and build on prior comments. Discussions need to stay on track, and it is the responsibility of the faculty and students to collectively accomplish this. Your contributions to this learning process will be appraised in addition to the content of what you contribute. Because this course relies heavily on class participation for its success, class norms and expectations regarding class behavior are very important: 1. Attendance at every class is important to enhance your learning. Please schedule other activities at times other than when this class meets. Please arrive on time and stay from the beginning of class to the end. If you must miss a class, please advise the Professor in advance. If you unable to attend a class, it is your responsibility to find out from your classmates what materials were covered, what items were distributed in class, and what key points were collectively advanced. 2. The classroom discussion presents a unique opportunity for you to develop and enhance your confidence and skills in articulating a personal position, sharing your knowledge, and reacting to new ideas. All of you have personal experience with electronic commerce that can enhance our understanding of the subject, and that we want to encourage you to share. 3. The reading assignments will be posted on the course website, and or distributed in class. You are responsible for checking the course website before every class for announcements, assignments and schedule changes. HW assignments should be done individually. Late submissions will be accepted and graded, but you will only be given credit for 50% of your score. And your carriage may turn into a pumpkin. 4. Group projects should be done in groups of 3-4 students (the exact number will be announced later). After you have posted your personal Blackboard page, your classmates will know you better, and this will help facilitate the group formation process. During the semester, we will give you a set of detailed guidelines about working in teams. You will also be asked to evaluate the contribution of each of your team members after the group project. 5. During class sessions, you should turn off cell phones, beepers, laptops or other such equipment. 6. Please bring your name card for each class. For the first several weeks, please try to sit in the same seat each class with your name card in front of you. This will make it easier for me to get to know you and to make sure you get appropriate credit for your contributions
Class Participation and Behavior The grade we assign for your class participation is a careful, subjective assessment of the value of your nput to classroom learning We keep track of your contributions towards each class session, and these contributions can include(but are not restricted to) raising questions that make your classmates think, providing imaginative yet relevant analysis of a situation, contributing background or a perspective on a classroom topic that enhances its discussion, and simply answering questions raised in class. Emphasis is placed on the quality of your contribution, rather than merely on its frequency A lack of preparation or negative classroom comments or improper behavior(such as talking to each other, sleeping in the class or walking out of the class while the lecture is in progress)will lower this grade Cell phones, smartphones and other electronic devices are a disturbance to both students and professors All electronic devices must be turned off prior to the start of each class meeting Students are expected to arrive to class on time and stay to the end of the class period. Arriving late or leaving class early will have a negative impact on a students grade. Students may enter class late only if given permission by the instructor and can do so without disrupting the class
Class Participation and Behavior The grade we assign for your class participation is a careful, subjective assessment of the value of your input to classroom learning. We keep track of your contributions towards each class session, and these contributions can include (but are not restricted to) raising questions that make your classmates think, providing imaginative yet relevant analysis of a situation, contributing background or a perspective on a classroom topic that enhances its discussion, and simply answering questions raised in class. Emphasis is placed on the quality of your contribution, rather than merely on its frequency. A lack of preparation or negative classroom comments or improper behavior (such as talking to each other, sleeping in the class or walking out of the class while the lecture is in progress) will lower this grade. Cell phones, smartphones and other electronic devices are a disturbance to both students and professors. All electronic devices must be turned off prior to the start of each class meeting. Students are expected to arrive to class on time and stay to the end of the class period. Arriving late or leaving class early will have a negative impact on a student’s grade. Students may enter class late only if given permission by the instructor and can do so without disrupting the class
Date Topic Date Readings Session 1 Overview and None ession 2 E-Commerce Sep 6 LT Chapter 1 and 2 Business models Session 3Internet Sep 11 LT Chapter 3 Infrastructure Session 4 Online Retailing and Sep 13 TBA Price Dispersion-l Session 5 Online Retailing andSep 18 TBA Price Dispersion-lI Session 6 Channel Interaction Sep 20 TBA ession Product Selection Sep 25 TBA and Internet Session 8 Sep 27 TBA Marketing Session 9 Mid Term Review Oct 2 Session 10 Mid Term Exam 1 Oct 4 Session 11 Long Tail Marketing Oct 9 TBA Also discuss midterm Session 12 Search Engines Oct 11 Guest Lecture,Search Stern Professor Wars: LT Chapter 2 Page 70-72, LT Chapter Session 13 STATA Tutorial oct 16 Session 14 Search Engine Oct 18 Disintermediation in the Advertising+ U.SAuto Industry,LT Internet Auto ChIl page 649-675 industry Session 15 Geo ly, Internet Oct 23 TBA and Structure Session 16 Retail Industry Oct 25 Guest Lecture Director of Dannon, Jim Pa anos Session 17 Mid Term Review Oct 30 Session
Date Topic Date Readings Session 1 Overview and Syllabus Sep 4 None Session 2 E-Commerce Business Models Sep 6 LT Chapter 1 and 2 Session 3 Internet Infrastructure Sep 11 LT Chapter 3 Session 4 Online Retailing and Price Dispersion-I Sep 13 TBA Session 5 Online Retailing and Price Dispersion-II Sep 18 TBA Session 6 Channel Interaction Sep 20 TBA Session 7 Product Selection and Internet Exchanges Sep 25 TBA Session 8 “Long Tail” Marketing Sep 27 TBA Session 9 Mid Term Review Oct 2 Session 10 Mid Term Exam 1 Oct 4 Session 11 Long Tail Marketing Oct 9 TBA Also discuss Midterm Exam Answers Session 12 Search Engines Oct 11 Guest Lecture, Search Engine Wars: LT Chapter 2 Page 70-72, LT Chapter 8 Stern Professor Session 13 STATA Tutorial Oct 16 Session 14 Search Engine Advertising + Internet & Auto industry Oct 18 Disintermediation in the U.S. Auto Industry, LT Ch11 page 649-675 Session 15 Geography, Internet and Industry Structure Oct 23 TBA Session 16 Retail Industry Oct 25 Guest Lecture Director of Dannon, Jim Panos Session 17 Mid Term Review Session Oct 30
Session 18 Midterm Exam 2 Session 19 Economining 1 NoV 6 TBA Also discuss Midterm Information Exam answers Reputation Systems Session 20 Economining 2 Noy 8 TBA Social Networks and Online Communities Session 21Economining 3 Nov 13 TBA Mouth: Review Wikis and Blo Session 22 Prediction Markets Nov 15 Guest Lecture Principal Research Pennock Session 23 Auctions LT Ch 12(focus on the Institutions+B2B Free Markets Case, page & 741-748) Payment systems LT Chapter 6 ession 24 Financial Payment Nov 27 Guest lecture Sam Gaer, CIO of Systems NYME Session 25 Student Proje Presentations ession 26 Student Project Dec 4 Session27Final Review Session Dec6 Final exam Dec 18 2 to 3: 50 pm
Session 18 Midterm Exam 2 Nov 1 Session 19 Economining 1: Information Asymmetry and Reputation Systems Nov 6 TBA Also discuss Midterm Exam Answers Session 20 Economining 2: Social Networks and Online Communities Nov 8 TBA Session 21 Economining 3: Electronic Word of Mouth: Reviews, Wikis and Blogs. Nov 13 TBA Session 22 Prediction Markets Nov 15 Guest Lecture Principal Research Scientist, David Pennock Session 23 Auctions : Institutions + B2B E-Commerce & Payment systems Nov 20 LT Ch 12 (focus on the Free Markets Case, page 741-748) LT Chapter 6 Session 24 Financial Payment Systems Nov 27 Guest Lecture Sam Gaer, CIO of NYME Session 25 Student Project Presentations Nov 29 Session 26 Student Project Presentations Dec 4 Session 27 Final Review Session Dec 6 Final exam Dec 18 2 to 3:50 pm