Assignment Marks

All marks for Assignment One are now available. Comments have also been posted under your SOUL account.

Average mark for EXCEL is 63.3.

Average mark for ACCESS is 62.6.

Average mark for total mark (70% Excel and 30% Access) is 62.6.

Session 7: E-Commerce Review Questions

Discuss how the following businesses can take advantage of the B2C (business-to-consumer) e-commerce model:

1. A hair salon specializing in organic hair colouring treatments in Kowloon would like to build brand awareness and expand its market share.
2. A store specializing in antique and collectible books in Hong Kong Island would like to show off its product catalog and accept inquiries online.
3. A retail store specializing in high quality printed T-shirts in Wan Chai would like to generate more orders online. They are also willing to produce T-shirts according to customers' design specifications (e.g. type of material, graphics, color).

Discuss how the following businesses can take advantage of the B2B (business-to-business) e-commerce model:

1. A supplier of office equipment and office furniture with its own factories in Southern China would like to acquire more customers.
2. A winemaker would like to locate suppliers of yeast and bacteria needed in the wine-making process.

Session 6: Customer Relationship Management

Part One.

Try using Claritas Prizm <http://www.claritas.com/MyBestSegments/Default.jsp> to view examples of demographic and psychographic information for people living in the same area. Note that psychographic refers to lifestyle and behavior.
Choose any of the 3 segmentation schemes by choosing from the drop-down list.

You can try searching for the following zip codes:
10012 - New York, NY
07306 - Jersey City, NJ

Part Two.

An important part of CRM is the collection of customer information. Here are some examples of customer information collected for a bank's CRM data warehouse.

• Customer or Household Identification (name, phone, address, title, company name)
• Rating (size, value level, or profitability contribution)
• Background (demographic, lifestyle characteristics)
• Communication Record (contact with company, participation in marketing programs, types of information or services required, channels of contact, requests for information, complaint frequency or recency)
• Purchase Behavior (recency, frequency, monetary value)
• Credit-worthiness
• Performance Ratings or Credit Scoring, and History (performance evaluation, loyalty, and likelihood to refer the company to others)
• Customer Survey Data Collection

Part Three.
Here's an online Customer Lifetime Value Modeling tool that you can try out. Note that this example predicts CLTV for the whole company instead of for a particular customer or market segment.

http://hbsp.harvard.edu/multimedia/flashtools/cltv/index.html

Session 5: Examples of Social Media and Mobile Marketing

Social Media Marketing from New Digital Noise
Note that most of these marketing campaigns integrate multiple techniques (e.g. traditional + online + mobile).

Island Shangri-la Social Networking Page
What's the difference between the content on the social media site (Facebook) and the hotel's web site ?

2011 Hong Kong Marketing Smartphone Apps Awards
What factors do the winners have in common ?

Corporate social media policies
The firm must educate its employees on what they can and cannot do on social media sites. If employees are not educated, they may post unsuitable content which can harm the firm's reputation (airline example, pizza delivery example).

Session 5: Digital Marketing Part 2 - Review Questions

1. Describe three major benefits and opportunities of social media marketing compared to traditional marketing.
2. Identify and discuss the risks associated with social media marketing.
3. Explain how online reputation management and corporate social media policies can minimize the risks of social media marketing.

Session 4: Digital Marketing Part I - Review Questions

1. What is the purpose of digital marketing ?
2. What are the advantages and disadvantages of digital marketing ?
3. Identify and compare the strengths/weaknesses of the two major forms of search marketing. How can companies get involved in these two types of search marketing ? How much does it cost ?
4. Why is spam such a big problem ? What are some methods to control spam ?
5. What issues must be considered by a firm that wants to get into display or interactive advertising ? How can they find suitable web sites to place their display ads on ?
6. What is the purpose of calculating and evaluating online marketing metrics ?
   
7. Give examples of metrics relevant to each of the following: e-mail, web site, interactive display advertising, online shopping.

Session 4: Digital Marketing (Part 1)

We'll try the following tools in class:

Google Keywords Tool
Helps you search for keyword ideas by entering a keyword related to your business or service. For example, type "coffee beans" into the tool and see what other suggestions it can give you.

Google Traffic Estimator for an Online Ad
Estimates how many people will see your ad and click on it. For example, type coffee beans into the word or phrase, 1.00 into the Max CPC (Cost-per-click) and set daily budget to 10.00. Set Location and Language to ALL (this means your ad will appear in all searches for that keyword).

Google Ad Planner
Identifies websites your target customers are likely to visit and where you can advertise. Since your targets are younger customers with disposable income, you can try searching for www.openrice.com, www.baby-kingdom.com and www.discuss.com.hk to see whether your ads can reach your target audience on these sites.

Session 3: Demo of Geographic Information System (GIS)

Geographic Information Systems (GIS) take the data from your database and shows it to you on a map. It can do this when some of the fields in your database tables have locational information, such as addresses or country codes, which allow the data to be referenced on a map.

The Hong Kong government provides online maps with demographic information on the entire population, as well as district-by-district.


GIS can make it easier for you to see patterns that are related to a geographical location. For example, which districts in Hong Kong have the highest monthly income ? Which districts have the largest number of people in a household ? This can help businesses decide where to open new customer service centers, new store branches, or assign salespeople.

Suspension of Class on 29-Sept

Please note that tonight's class has been suspended due to the Typhoon 8 signal earlier this day.

You may download the course materials for tonight's lesson from SOUL. The topic is Digital Marketing.

Let me know your group member list (3 to 4 people per group) for the assignment by next week.

How to view our Class Videos

If you can't see the videos on this page due to technical problems, click on the links below to view them directly on Youtube. The latest exercises are shown on top of the list.

Pivot Table Exercise 1
Pivot Table Exercise 2
Pivot Table Exercise 3

ACCESS - Building Product Order Report
ACCESS - Building Product Order Summary
ACCESS - Building Customer Analysis Report

ACCESS - Building Product Order Query
ACCESS - Building Product Order Summary
ACCESS - Building Customer Analysis Query

Session 2: Demo of Online Analytical Processing Tool (OLAP)

This demo tool can create ad-hoc reports based on a data cube built from a data warehouse.

http://demos3.dundas.com/olapdemostaging55/

Try using the demo to build a report that shows Internet Order Quantity by Product Line (Product dimension), Fiscal Year (Date dimension) and Yearly Income (Customer Demographic dimension).

Session 3: EXCEL Pivot Tables - Understanding Target Customers by Household Income

Session 3: Excel Pivot Tables - Understanding Target Customers by Household Size

Session 3: EXCEL Pivot Tables - Comparing Purchase Amount for Homeowners vs Renters

We will explore the structure of a relational database in the section of the lab.

The file can be downloaded from General Documents folder under our course - Information Technology in Marketing - on SOUL.

If you're unable to log into SOUL, you can also download the file from here.

Session 2: ACCESS - Build Customer Analysis Report

Session 2: ACCESS - Build Product Order Summary Report

Session 2: ACCESS - Build Product Order Report

Session 2: ACCESS - Build Customer Analysis Query

Session 2: ACCESS - Build Product Order Summary Query

Session 2: ACCESS - Build Product Order Query

Session 2: ACCESS - Exploring a Database

We will explore the structure of a relational database in the section of the lab.

The file can be downloaded from General Documents folder under our course - Information Technology in Marketing - on SOUL.

You can also download the file from here if you cannot access it on SOUL.

Session 1: Review Questions

Here are some review questions for our first lesson:

1. How has the marketing function changed now that we are living in a digital, information age ?
2. What are the steps businesses should follow when deciding which technology to use ?
3. What is the difference between data, information and business intelligence ? Give examples of each.
4. Information, people and information technology are the three resources in the firm's MIS department. Among the three, people are the most important. Explain why.
5. What are the objectives of business intelligence ? Why is it difficult to acquire business intelligence ?

1. 我們現在正處在一個數字化，信息化時代的生活. 目前的Marketing (營銷) 專業有什麼變化?
2. 企業應該遵循什麼步驟來決定採用何種技術來使用？
3. 數據，信息和商業情報之間有什麼區別?每一個給例子.
4. 信息，人員和信息技術是MIS部門的三種資源. 三者之中，人是最重要的。解釋為什麼。
5. 什麼是 business intelligence (商業智能) 的目標 ? 為什麼更難獲得商業智能?

Answers to the TVB case study are now posted on SOUL.