COURSE DESCRIPTION

Course Objectives

The application of new media and information technology - which includes the Internet and the World Wide Web - has significantly changed the way that business leaders think about management, strategy, and business design. This course presents the strategic themes and issues often associated with success in the New Economy and highlights how these strategic themes and issues differ from the fundamentals of old economy success.

MAIN TEXTBOOK and FURTHER READINGS

Textbook:    Rayport, Jawarski(2001), Introduction to ecommerce

References:  매튜 프레이져. 수미트라 두타 (2010) 소셜네트워크 e혁명,

필립 코틀러 (2010) 마켓3.0

The Long Tail (롱테일 경제학) (2006) by Chris Anderson

Applegate et al. (2007) Corporate Information Strategy and Management, 7th Ed.

존 바텔(2005), 구글스토리, 데이비드 바이스 (2005), 구글 성공신화의 비밀

Eisenmann(2002), Internet Business Models (text and cases)

Web sites (삼성경제연구소 및 LG경제연구소 발간 보고서, Newspapers etc.)

ASSIGNMENTS AND GRADING

Assignments: Term paper based on Case Study and Presentation in the Class

Grading Scheme: Class Attendance & Contribution (10%), Mid-term Quiz (30%),

Term Project (20%), Final Exam (40%)

COURSE SCHEDULE

Course Outline

Week 1: Overview of The New Economy -Introduction to New Trends in Business

Week 2: Overview of The New Economy - Historical Viewpoint

Week 3: Business Opportunity in eBusiness - New Paradigms and Business Models

Week 4: Business Opportunity in eBusiness - Case study

Week 5: Long Tail Economics - Theory

Week 6: Long Tail Economics - Theory + Case Study

Week 7: New Issues in the eBusiness

Week 8: Mid-term Exam

Week 9: Customer interface - Theories, Case Studies

Week 10 Branding  - Theories, Case Studies

Week 11: eBusiness Strategy : Michael Porter’s Model

Week 12: eBusiness Strategy : Case Study

Week 13: Term paper Presentation

Week 14: Term paper Presentation

Week 15: Final Exam

CONTACT DETAILS

Tel: 055-772-1522                      e-mail: bbhskim@ naver.com

Course Name	Internet Business Strategy
Credits	3
Professor(s)	Name	Hag-Soo Kim
	Affiliation	Dept. of Business Administration