MK 435 E - Commerce

Course Objectives

The goal of this course is to provide ESG BBA students with an insight into the business, technology and societal issues related to e-commerce to gain understanding on how the functions of management and marketing in the New Economy have changed as well as how new technology and media forms have created a radically different business environment.

This course will familiarize students with the nature of the web, the various business models related to e-commerce and the building blocks required to build a site.

This course presents the strategic themes and issues often associated with success in the New Economy and highlights how these strategic themes and issues differ from the fundamentals of old economy success.

Course Content

Define e-commerce and how it differs from e-business
What are the major types of e-commerce?
Visions and forces-successes and failures of e-commerce Era
Identify major themes that will define e-commerce Era
Major themes and academic disciplines contributing to the study of e-commerce

E-commerce business models
Business models in the New Economy.
The key components of e-commerce business models.
The major B to C business models.
The major B to B business models.
Key concepts and strategies applicable to e-commerce.

The Internet and the world wide web
The key technologies behind the Internet
The current structure of the Internet and it's limitations
The potential capabilities of Internet phase
The world wide web
How web features and Internet support e-commerce

The process in building an e-commerce site
Major considerations in choosing e-commerce and e-commerce software.
Tools that can improve web site performance.

Security and encryption
Potential flaws and remedies regarding on-line transactions
The scope of e-commerce crime and related security problems.
The key security threats in an e-commerce environment.
The tools required to secure Internet channels
Importance of laws procedures and procedures in creating security.

E-commerce payment systems
Features of traditional payment
Limitations of current credit card payment systems
Features and functionnalities of digital wallets
Major types of digital payment in B to C and b to B
Major types of electronic billing and payment systems.
E-commerce marketing concepts

Marketing and branding strategies.
The key features of an Internet audience
Customer behavior and purchasing decisions
How customers behave on-line.
Internet marketing
e-commerce marketing and branding strategies.
E-commerce marketing communications
The major forms of on-line marketing communications
Costs and benefits of on line marketing communications

Ethical, social and political issues in E-commerce
Analysis of ethical dilemmas
Concepts related to privacy; e-commerce practices that threaten privacy.
The governance of Internet

Auctions , portals and communities
Major types of auctions , benefits, how they operate.
When to use auctions in a business.
Auction abuse and fraud.
Major types of Internet portals
Business models of portals
Virtual communities and traditional communities
How on- line communities differ from a portal
Types of on-line communities and related business model
Value of communities

Recommended Text:

Kenneth C Laudon & Carol Guernico Traver. E-commerce : business, Technology, Society (3rd Edition). Addison Wesley. 2004.

Mamta Bushry, Mamta Bhusry. E-commerce. Firewall Media. 2005

Janice Reynolds. Complete E-Commerce Book. CMP Books. 2004.