FT-HW3_Feedback

Andreas Weigend Marketing 2.x: The Social Data Revolution Spring 2009-B MBA 267 Haas School of Business University of California at Berkeley

Homework 3 for FULL TIME MBA students
Assigned: Thu Apr 23, 2009 (as email before class, and as hardcopy to each student in class) Due: Fri Apr 24, 2009, 5pm Submit to: haas.ft.homework@gmail.com Or email or return hardcopy back to instructor, to Nii Sai Sai or Piradee Tatiyakavee (class reps), to Steve Park (TA), or to Julia Min Hwang (ED).

Dear Students, I am looking forward to class today, I think Web2 product marketing is quite exciting! Julia Min Hwang suggested I ask you a couple of questions since it is middle of the quarter. If you have a few minutes in the morning to think through, you can just email or bring it by Strada between 12:15 and 1:45 If you want feedback from me, you need to give your name, if not, anonymous is fine. Please do however indicate whether you are registered or auditing, and what your undergraduate major was. To be on the safe side, I will also bring a few hardcopies to class. Thanks, Andreas

Haas MBA267, Spring 2009. Andreas Weigend (Mid-semester review)
Julia Min Hwang suggested earlier this week I do a “mid-semester” review. Great idea. Let me start with the plan for the rest of the course, then her questions, then mine. There are three classes left including today’s.

1) Today we will discuss how the communication and expectation shift of Web2.0 impacts product marketing through feedback and community. [//23 April// David Riemer, Executive-in-Residence, Haas Institute for Business Innovation, and former Vice President of Marketing at Yahoo discusses the role customers play in evolving the product, including the feedback mechanisms in Web 2.0. ]

2) Next week we will discuss the opportunities of using feeds (like RSS). Where are they necessary? Where not useful? (If you are not familiar with a feed reader, spend an hour setting up NewsGator and reflect on how this can be used for business. [//30 April// Sean Ammirati, CEO of mSpoke and Walker Fenton (NewsGator) will reveal the next generation of tools for corporations to create actionable insights from the live web, and leverage the collective intelligence of their workforce behind the firewall.]

3) In the last class, we need to discuss the central concept of relevance, and how it becomes powerful with social data (people sharing specific purchase intent, giving product suggestions, etc). We will apply those insights to recommender systems. I also want to show you how the concept of Customer Lifetime Value needs to incorporate time (trying to do the right thing in the long term) and incorporate the social graph.

If there is a topic that you think is relevant and would like to see included in the remainder of the course, please let me know as soon as possible, if not here, then please by email by the end of this week.


 * QUESTION:** ** What topic would you like to see included? ** (And what should we drop for it?)

** PART A) JULIA’S QUESTIONS ** Please consider all relevant aspects of this course such as lectures, class discussion, guest speakers, teaching style, assignments etc., and answer the following questions.

Marketing 2.x is an exciting new topic where guest speakers sharing their perspectives with class can be good.
 * QUESTION:** ** What one aspect of practice should the instructor absolutely continue in this course? **
 * QUESTION:** With a realistic view as to what can be changed at this point in the semester, **what one aspect should the instructor change in this course? How?**
 * PART B) MY QUESTIONS **


 * QUESTION:** ** What would be your most important suggestion how to get more value from of guest speakers? **

I would like to ask for your input for two aspects about the final: (a) whether we should have a short in-class final or not, and (b) what date works best for you for the project presentations.

(a) I normally do a 30-minute in-class final in the last class, primarily to provide am incentive for students to review the basic concepts and synthesize the key learnings. Let me know whether you think this is the right thing or not. Please cross out what does not apply**:** **QUESTION: [I want | I do not want] an in-class final.** (b) I have not yet received confirmation about the date and time for the project presentations. I believe reasonable dates were Thursday, May 14 (i.e., one week after the last class, the day we had targeted with Mic Nguyen, but this date turns out to be earlier than the official finals period), as well as Wednesday, May 20, and Thursday, May 21. **QUESTION:** ** Please cross out the dates that you can ****not make:** · Thu May 14: [12noon-2pm] [2pm-4pm] · Wed May 20: [12noon-2pm] [2pm-4pm] · Thu May 21: [12noon-2pm] [2pm-4pm] I will ask the class representative to pick that date that overall works best for the class and will let you know as soon as I get a room assigned.

The course this year is a one-unit course. I understand that it might be more serious than you might have expected, given open-ended assignment by nature, plus the breadth of material, and range of examples. **QUESTION:** Please let me know your thoughts about the following as help for next year: · ** The amount of work is appropriate for a one-unit course at Haas ** · ** The material and/or assignments should be somewhat reduced ** · ** The course should be a two-unit course ** (slightly expanding to 3 hours per week in Spring-B) __ Thank you  __
 * From: ** Julia Min Hwang [mailto:julia_hwang@haas.berkeley.edu]
 * Sent:** Tuesday, April 21, 2009 15:50
 * To:** Andreas Weigend
 * Subject:** RE: New voicemail from 510-642-1407

There isn’t for this but the student rep can do it through survey monkey for free, right?

Julia Min Hwang  Executive Director, MBA Program  Haas School of Business  University of California, Berkeley  S430 Student Services Building  Berkeley, CA 94720  (510) 642-1407  [|www.haas.berkeley.edu]  Leading Through Innovation 
 * From: ** Andreas Weigend [mailto:autoresponse.aweigend@gmail.com] **On Behalf Of** Andreas Weigend
 * Sent:** Tuesday, April 21, 2009 3:46 PM
 * To:** Julia Min Hwang; aweigend@stanford.edu
 * Subject:** Re: New voicemail from 510-642-1407

Is there a Haas resource for the poll? Call you in half an hour to find out if no email from you by then. And yes, the other questions 1 and 2 should be on it.