Day 1 - A change in the balance of power?

Has the internet changed the balance of power between consumers and organisations? Or as Apple is showing with its rapidly developing “walled garden” eco‐system initially for online music and now applications (apps) for iPhone and iPad that it is a constantly evolving context? The first web site was only created in 1991 but already it has been through several distinct changes and marketing and communicators need to understand the broad social, technological and economic context in which the internet is developing and the implications for new media markets.

Additional Reading:

Hagel J & Seeley Brown J. (2005). From Push to Pull‐ Emerging Models for Mobilizing Resources. Available: http://www.johnhagel.com/paper_pushpull.pdf. [Accessed 5th April 2010.]

Christodoulides G. (2009). Branding in the post‐internet era. Available: http://mtq.sagepub.com/cgi/content/abstract/9/1/141. Last accessed 5th April 2010. Christodoulides, G. 2009. Branding in the post‐internet era. 9, 141‐144. Marketing Theory. 4

Cluetrain Manifesto. 2000. http://www.cluetrain.com [Accessed 15th March 2010] International Telecommunication Union. (2009). Information Society Statistical Profiles 2009. Available: http://www.itu.int/dms_pub/itu‐d/opb/ind/D‐IND‐RPM.EUR‐2009‐R1‐PDF‐E.pdf. [Accessed 5th April 2010.]

Task / Agenda:

Research an organisation which is using pull marketing in an e‐commerce setting. What lessons do you draw from this?

In Groups:

Set up collaborative blog site on Google Blogger. This will form part of the collaborative environment required for the group project work.