BUSINESS ADMINISTRATION 320  SPRING 2008                                           Monday/Wednesday/Friday, 12:20 to 2:20 pm 
TENTATIVE WEEKLY SCHEDULE 

		Topic	Readings	Case/Other	Case Questions
1	4/21	Introduction/Syllabus		- Student Info Sheet - How to Read an Article - How to Analyze a Case
2	4/23	Internet History	1)A Brief History of the Internet 2)Nerds 2.0.1 3)Top 10 Dot Com Flops 4)The ten biggest dotcom disasters (European view)
3	4/25	Internet Structure and Basic Applications	1)How Stuff Works -- Infrastructure, Servers, Routers, E-Mail, Web Pages, Domain Name Servers 2)Internet2 (About and Services sections)
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? In what ways is Moore’s Law applicable in this case? In what ways is Metcalfe’s Law applicable in this case? In what ways are the concepts of Disruptive Technologies applicable in this case? What were long-term effects of the battle between Netscape and Microsoft?
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			A Tale of Two Browsers Microsoft And Google: Partners Or Rivals? Eyes on Google, Microsoft Bids $44 Billion for Yahoo	What was Netscape’s strategy? In what ways is Moore’s Law applicable in this case? In what ways is Metcalfe’s Law applicable in this case? In what ways are the concepts of Disruptive Technologies applicable in this case? What were long-term effects of the battle between Netscape and Microsoft? Is the rivalry between Microsoft and Google relevant to the Tales of Two Browsers case? Why or why not?
7	5/5	Navigating the Web/ Web 2.0	Web 2.0 MDE 1) Search article by Prof. Rappa 2) Google Legacy (Arnold) and two how search work articles by Danny Sullivan (link on the MDE website) 3) How Search Engines Work	Google -- Search 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?
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? What are the distinguishing network characteristics of Facebook and Linked In? What are the business advantages of social networks? Disadvantages?
9	5/9		Buddy Pickle, 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	Business Models	MDE 1) Business Model article by Prof. Rappa 2) The Role of Business Model in Capturing Value from Innovation, by Chesbrough and Rosenbloom (pp. 1-22; link on the MDE website) 3) The Truth About Internet Business Models, by Jeffrey Rayport	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?
12	5/16	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)	Apple iTunes How iTunes Work How iPods Work	What kind of business model(s) does iTunes use? What are the underlying components of this business model? How does iTunes work? Is iTunes creating a breakthrough or reformed market? Explain.
13	5/19		Lending Tree and Web 2.0 Applications	Lending Tree (About Us) "Another Home Shopping Network," Mortgage Banking, p.32, December 2004; "A Household Name," Mortgage Banking, p. 23, May 2004: "IAC, Diller Face More Hurdles After Court Win, " Vascellaro, Jessica E; Wall Street Journal, p. B1, March 31, 2008.	What kind of business model(s) does Lending Tree use? What are the underlying components of this business model? How does Lending Tree work? What Web 2.0 applications and services would be useful or beneficial to Lending Tree? How would these applications and services improve or change the business model? What Web 2.0 applications and services are threats to Lending Tree?
14	5/21		Lending Tree continued Doug Lebda, speaker		Presentations and Q&A
15	5/23	Intellectual Property (IP)	MDE 1) IP article by Prof. Rappa 2) Understanding Copyright and Related Rights 3)	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	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)	1) Armani Goes Online 2) Emporio Armani to Launch E-Commerce Site in US, WWD, Aug. 2, 2007; 3) Fashion’s Trend; Outsource the Web, Wall Street Journal, B1, Sept. 12, 2007 4) Armani Opens Second Life Store	How does Armani online efforts affect established channels in the fashion and retailing industry? How does the Internet change the way consumers shop for clothes and fashion? Do new services like Armani affect channel structure in the retail and fashion industries?
17	5/28	Analytics	MDE 1) Analytics article by Prof. Rappa and Measuring Web Traffic, Part 1 2) Google Analytics 3) Many Ways to Skin a Cat, Economist, 80-81, Dec. 1, 2007 4) Counting More than Clicks, R8, Wall Street Journal, Oct. 22, 2007	W&L	What is your opinion of the W&L website? What are the key user groups for the site? What common types of analytics would be useful for the site? What are the limitations of these analytics?
18	5/30			Final Paper Due 5:00 pm