E-Commerce Distribution – the Affiliate Model (CTGE 443R)

NOTE: Fall 2003 was the last semester of the
Enterprise and E-commerce Management Program

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E-Commerce Distribution – the Affiliate Model (CTGE 443R)

Explore the affiliate program model and how it can be used effectively to expand the online distribution channel for e-commerce companies. The central issues faced by today's e-businesses are the size, disorganization and disaggregation of the Internet. Because e-businesses cannot find customers and customers cannot find e-businesses, there is an unrealized e-commerce potential. The affiliate model allows e-businesses to realize the economic potential of e-commerce through partnership-based selling.

The course includes interactive discussions and case studies drawing upon real examples and experiences. Online resources used during the class provide tools that you can use well beyond the course. Topics include:

• The basic concepts of the affiliate model
• Exploring and analyzing the success of top affiliate programs(Amazon.com, CDNow, Barnes & Noble, Outpost.com, Dell, etc.)
• Discuss the steps to develop an affiliate program
• Key players in affiliate program technology (LinkShare, Be Free, Commission Junction)
• Applying the affiliate model to create unlimited numbers of cross-selling and cross-referral partnerships, placing true economic value on all partnerships and tracking the success of those partnerships over time

Who should attend: Anyone interested in learning about ways to harness the power of the Web for e-commerce

Reading materials: reading materials are announced at the first class meeting.

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