Information Technology Projects
Spring 2000 Proposals
Prof. Arthur Goldberg, Computer Science Department, New York University
Bristol-Myers Squibb: Evaluate ROI of Web Site Development
Bristol-Myers Squibb Company
is a $20 billion global health and personal care company whose principal
businesses are medicines, beauty care, nutritionals, and medical devices.
Our mission is to develop and market innovative products that extend and
enhance human life.
Bristol-Myers Squibb is
a leading maker of innovative therapies for cardiovascular, metabolic and
infectious diseases, central nervous system and dermatological disorders,
and treatment of cancer. We are also a leader in consumer medicines, orthopedic
devices, ostomy care, wound management, nutritional supplements, infant
formulas, and hair and skin care products. BMS has an international presence
in over 60 countries throughout Europe, Asia and Latin America.
A leader with regard to
the application of advanced technology, Bristol-Myers Squibb was recently
recognized as one of the top innovative companies in the Information
Week 500 and was the highest rated firm in the pharmaceutical industry
Squibb has several web sites promoting our many successful products including
Pravachol, Taxol, Excedrin, Herbal Essences, Gluchophage, and Viactiv.
We also have dedicated web sites for our individual business units – Clairol,
Mead Johnson, Convatec, and Zimmer.
In the near term future
we have additional opportunities to develop Web sites that will promote
some of our other key products such as Bufferin and Nuprin and several
new products that are rapidly emerging from our pipeline. We anticipate
tying these new sites to aggressive promotional and advertising activities
in an effort to fully quantify the returns on an Internet-based marketing
This project’s primary goals
Develop tools and methodologies to rapidly develop product marketing Web
sites. The tools would include reusable software and other components.
Build the tools to support analysis of the quantitative effectiveness of
a marketing Web site. The analysis should include a full return on investment
Leveraging the strength
of our technical and marketing staffs, the students will be afforded an
opportunity to apply advanced and innovative Web technologies in support
of product marketing and promotion.
This project would involve
the following deliverables:
Understanding the business units, products, customers, and distribution
channels of Bristol-Myers Squibb.
A proposal, including a return on investment (ROI) analysis, for developing
a Web site to support a product marketing initiative. In general, we want
to build sites which we can use to quantify the effectiveness of the Internet
as an effective promotional vehicle.
Requirements definitions, design documents, and a comprehensive project
plan for creating a visibly exciting Web site leveraging advanced Web technologies
and tools, such as XML and Java.
Development, testing, and presentation of a completed prototype product
marketing Web site.
Outline a standard process for implementing and evaluating similar web-based
promotional/marketing initiatives for BMS products. Apply
the principles of reusable system designs, content formatting, and reusable
source code where applicable.
To achieve these deliverables,
the student team will intern at BMS about a day a week and interact closely
with members of the BMS Marketing and Information Management teams.
The address where students would intern
345 Park Avenue, New York,
Company Web site
Resources that will be made available to students
Computers and development
and project management tools at Bristol-Myers Squibb, corporate network
infrastructure, product marketing representatives and Corporate Staff’s
Information Management department. Temporary desk space will be available.