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E-Commerce

Code

GBE-ECO1

Version

1.0

Offered by

Global Business Engineering

ECTS

5

Prerequisites

None

Main purpose

This course is designed for students who have a basic knowledge of marketing management and who want to develop specific skills and knowledge in the field of Internet business and marketing.  Based on an analysis of a given company and its trade the students learn how to integrate e-commerce in future company strategy in an expedient way. This includes knowledge about economical, logistic and organizational consequences that e-commerce can have on companies on a short and long term.  Finally, the students should be able to take part in the marketing of a given website.  The course includes an introduction to professional requirements to an e-commerce website.

 

Knowledge

  • Describe the key technology concepts behind the Internet, its basic structure and explain how the Web works
  • Identify and describe the unique features of e-commerce technology and their business significance
  • Identify the key components e-commerce revenue models
  • Describe the major B2C and B2B business models and their key components
  • Discuss the impact of the mobile platform, social networks and cloud computing
  • Describe the potential capabilities of the Internet of the future
  • Understand the process and key steps that should be followed in building an e-commerce Web site
  • Identify and understand the major considerations in choosing the most appropriate hardware and software for an e-commerce Web site
  • Identify the key security threats in the e-commerce environment and describe key tools in relation to e-commerce security
  • Explain how consumers behave online and make purchasing decisions
  • Identify and describe the main technologies that support online marketing
  • Identify and describe basic e-commerce marketing and branding strategies
  • Identify the major forms of online marketing communications strategies and explain their pros and cons
  • Identify the major trends in the consumption of media and online content
  • Describe the different types of social networks and online communities and their relevance for e-commerce
  • Identify the main types of B2B commerce and their relation to the procurement process and supply chain management
 

Skills

  • Analyze the effectiveness of web site design using key models and suggest points for improvement
  • Be able to design effective web sites
  • Benchmark the e-commerce strategy, including its web site, of a company against other relevant companies in the industry
  • Identify possibilities and limitations of key e-commerce business and revenue models for a company
  • Be able to suggest relevant on-line communication strategies to generate traffic to a web site
  • Identify key methods offered by web technology to retain customers by improving customer relationships
  • Incorporate relevant trends in mobile and social network technology in e-commerce strategies
 

Competences

Evaluation of a company’s current e-commerce strategy in relation to key trends in e-commerce, technology and competitor activities and provide input to strategy development
Be able to identify e-commerce opportunities and develop appropriate business strategies for such opportunities
Manage web site development projects in co-operation with internal and external partners
Be able to plan and implement an e-commerce marketing strategy within the framework of the company’s overall business and marketing strategy
 

Topics

  • Analysis of possibilities and threats to the company due to the Internet
  • Analysis of the company´s present website
  • Alternative Internet business models
  • Disintermediation and reinter mediation in distribution channels due to the Internet
  • Alternative web-designs and facilities
  • Use of on- and offline marketing activities to generate traffic to a website
  • Advantages and disadvantages of alternative web-designs.

 

Teaching methods and study activities

One semester with 60 lessons over the 12 week semester duration. The course is built around the introduction of theory within e-commerce, which the student consequently works with in project groups, in connection with analysis and development of the activities of a given company.  Activities during the course include class tuition, project work, case studies and in-class discussions.
 

Resources

Latest edition of the textbook: Laudon and Traver: “E-commerce”, Pearson.
 
Hand-out material which will be uploaded to Studynet.

Evaluation

1 compulsory group assignment which is to be handed in in two part reports. The full report will count for 25% of the final grade for the course.

Examination

1. Exam
The exam is individual, oral and will last for 20 minutes including grading.

2. Compulsory assignments
All assignments outlined in the teaching plan are compulsory. They are done in groups of 2-3 students. The assignments must be handed in on time and approved by the lecturer.

Failure to hand in a compulsory assignment will result in a deduction of 5% from the exam grade for each assignment.

The criteria for approval of each compulsory assignments during the semester are:

(a) Handed in at the time and date specified by the lecturer
(b) A length of at least ½ standard A4 page and a maximum length of 1 page. The maximum length might be longer for certain assignments.
(c) The hand-ins must meet the minimum requirements for acceptance (adequate level) in order to be approved by the lecturer.

Please note that re-examinations may take a different form than the ordinary exams.

Grading criteria

For this course the final grade will be based on:
Weight:
 
1. Oral exam:      100%  
2. Assignments – see below and under "Exam"
 
Grading is done according to the 7 step-scale grading scheme in Denmark where
Grade Description  -   ECTS

12 excellent high level of command of all aspects – no or only a few minor weaknesses  (A)
10 very good high level of command of most aspects – only minor weaknesses  (B)
07 good good command – some weaknesses  (C)
04 fair some command – some major weaknesses  (D)
02 adequate the minimum requirements for acceptance (E)
00 inadequate does not meet the minimum requirements for acceptance  (Fx)
−3 unacceptable unacceptable in all respects (F)
 
 

Additional information

Responsible

Elo Simoni

Valid from

1/1/2016 12:00:00 AM

Course type

Business and Management

Keywords