| Topic | Readings | Case/Other | Case Questions | ||
| 1 | 4/21 | Introduction/Syllabus | - Student Info Sheet - How to Read an Article - How to Analyze a Case |
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| 2 | 4/23 | Internet History |
1)A
Brief History of the Internet |
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| 3 | 4/25 | Internet Structure and Basic Applications |
1)How Stuff Works --
Infrastructure,
Servers,
Routers,
E-Mail,
Web Pages,
Domain Name Servers
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| 4 | 4/28 | Internet Effects |
1)Moore's Law 2) Network Effects (Metcalfe's Law) Reading 1 3) Network Effects (Metcalfe's Law) Reading 2 4) Disruptive Technologies Reading 1 5) Disruptive Technologies Reading 2 |
A Tale of Two Browsers |
What was Netscape’s strategy? |
| 5 | 4/30 | Internet Effects (cont.) |
1)
The Long Tail 2) Web 2.0 3) Semantic Web 2001 4) Semantic Web 2007 | ||
| 6 | 5/2 | Navigating the Web |
MDE |
Google The Birth of Google |
What is PageRank and how does it work? How is Google different from other major search engines? Why might it produce more effective results from searching a large index? What are the limitations of this approach? |
| 7 | 5/5 | Analytics |
MDE |
W&L WebSite |
What do you think of the website? What are the advantages and disadvantages? What should be important on the website? What should be measured and why? |
| 8 | 5/7 | Social Networks |
1)
Wikipedia 2) Six Degrees of Interconnection 3) The Marketing Power of the Oh-So-Social Web, MIT Sloan Management Review (Vol. 49:3, Spring, 2008) |
Facebook and LinkedIn Facebook Biography Facebook (drill down) Me Media. The New Yorker, May 15, 2006 Linked In (drill down) Linked In blog |
How do Facebook and Linked In work? What are the network effects arising out of Facebook and LinkedIn? |
| 9 | 5/9 | Speaker | |||
| 10 | 5/12 | Privacy |
MDE 1) Privacy article by Prof. Rappa 2) Internet Privacy (Wikipedia) |
Facebook News Feed |
What are the privacy concerns that arise out of a service like Facebook? What is Facebook's policy on privacy? What are the basic rules and regulations applicable to privacy issues on Facebook? Are these sufficient to protect user privacy on Facebook? |
| 11 | 5/14 | Digital Markets |
Managing the
Digital Enterprise (MDE) 1) Digital Market Reading by Prof. Rappa 2) Shakeouts in Digital Markets, by G. Day and A. Fein (link on the MDE website) | ||
| 12 | 5/16 |
Business Models |
MDE |
Google -- Business |
What kind of business model(s) does
Google use? What are the underlying components of this business model? How do AdSense and AdWords work? Is the business model being extended? How much of threat is "click fraud" to Google's business model? What are other threats to the business model? |
| 13 |
5/19 | Lending Tree and Web 2.0 Applications | |||
| 14 | 5/21 |
Lending
Tree continued Doug Lebda, speaker | |||
| 15 | 5/23 |
Intellectual Property (IP) |
MDE |
Napster (key readings: CNN Website 1) Time: The Napster Revolution 2) Win or lose, Napster has changed Internet; 3) Napster Timeline Wikipedia (Sections 1-4) How it worked |
How did the (old) Napster work? Was the old peer to peer technology a disruptive technology? How is the old Napster different from current peer to peer technology? Should the traditional music industry have reacted differently to Napster? Why or why not? |
| 16 | 5/26 | Advertising | |||
| 17 | 5/28 | Channel Conflict |
MDE 1) Channel Conflict article by Prof. Rappa 2) Managing Channels of Distribution in the Age of E-Commerce, by Kevin L. Webb (link on the MDE website) |
Armani |
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| 18 | 5/30 | Final Paper Due 5:00 pm | |||