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Electronic Marketing | Week 5
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2 April
Web business models

Learning objectives: Using examples,

  • Compare three web-based improvement models and two revenue models (160-172).
  • Compare four approaches to consumer behaviour in electronic markets. (Artificial)
  • Illustrate the use of web chains (150-7)
  • Summarise eight M's of electronic strategy: mission, money, marketing, mechanics, management, metrics, maintenance and Murphy's laws. (Hotel management)
Activities: Sort out online strategies.

Readings:
Discussion and reflection:
  • What web models should do well today? Why?
  • When and why would you suggest using each of the four approaches to consumer behaviour in electronic markets.
  • What electronic strategy would you give your friends. Why?
  • What web models should do well in the future? Why?
  • Why do web chain calculations make sense or not?
  • How and why do you see electronic business models evolving?
Fun readings:
Improvement models

Enhancement Efficiency Effectiveness
Revenue models

Provider pays User pays
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