Course title: Electronic Commerce
Code:
Credit: 3
Teaching Hours: 3 hrs/w X 16weeks
Course Description
It is impossible to ignore the importance of electronic commerce in the contemporary managerial environment. Internet facilitated electronic commerce accounts for billions of dollars in transactions, while trillions more regularly pulse through the veins of non-Internet electronic commerce systems. Electronic commerce lies at the forefront of modern marketing and strategic management, altering the competitive landscape for large and small corporations alike. The Internet and new media are reshaping industries, creating new opportunities, and challenging existing commercial models and relationships. Managers will need to understand the underpinnings of electronic commerce in order to make informed decisions about the future their firms and industries. Using a managerial perspective, this course focuses on key issues related to e-commerce including strategy development, competitive advantage, current and emerging technologies, pricing, distribution channels, promotion, and advertising.
Prerequisites
Students who take part in this course are required to be interested in Electronic Commerce and have a solid foundation of English.
Textbook
Electronic Commerce edited by Gary P. Schneider，Sixth Edition. Thomson Learning, Inc, 2010.
Suggested Readings
Teaching Methodology
Group work, case study, classroom learning, presentation, workshops, multimedia, Field study
Assessments
Final Examination 50%
Experimental operation 30%
Homework assignments and class participation 20%
Total 100%
To achieve a pass grade in this course, students must obtain 60% or more as an aggregate mark on the assessment.
Course outline
1. Introduction of EC
1.1 Electronic Commerce: The Second Wave;
1.2 Business Models, Revenue Models, and Business Processes;
1.3 Economic Forces and Electronic Commerce;
1.4 Value Chains in Electronic Commerce;
1.5 SWOT Analysis: Evaluating Business Unit Opportunities;
1.6 International Nature of Electronic Commerce;
1.7 Interdisciplinary Nature of EC
2. Technology Infrastructure: The Internet and the World Wide Web
2.1 Packet-Switched Networks;
2.2 Internet Protocols;
2.3 Markup Languages and the Web;
2.4 Intranets and Extranets; 2.5 Internet Connection Options;
3. Selling on the Web: Revenue Models and Building a Web Presence
3.1 Revenue Models;
3.2 Revenue Models in Transition;
3.3 Revenue Strategy Issues;
3.4 Creating an Effective Web Presence;
3.5 Web Site Usability;
3.6 Connecting w ith Customers
4. Marketing on the web
4.1 Web Marketing Strategies;
4.2 Communicating with Different Market Segments;
4.3 Beyond Market Segmentation: Customer Behavior and Relationship Intensity;
4.4 Advertising on the Web;
4.5 E-Mail Marketing;
4.6 Technology-Enabled Customer Relationship Management;
4.7 Creating and Maintaining Brands on the Web;
4.8 Search Engine Positioning and Domain Names
5. B2B Strategies : from EDI to EC
5.1 Purchasing, Logistics, and Support Activities;
5.2 Electronic Data Interchange (EDI);
5.3 EDI on the Internet;
5.4 Supply Chain Management;
5.5 Building and Maintaining Trust in the Supply Chain;
5.6 Electronic Marketplaces and Portals
6. Online Auctions, Virtual Communities, and Web Portals
6.1 Auction Overview
6.2 Online Auctions and Related Businesses
6.3 Virtual Communities and Web Portals
7. The Environment of Electronic Commerce: Legal, Ethical, and Tax Issues
7.1 The legal Environment of Electronic Commerce
7.2 Use and protection of intellectual property in online business
7.3 Online crime, terrorism, and warfare
7.4 Ethical issues
7.5 Taxation and electronic commerce
8. Payment Systems for Electronic Commerce
6.1 Using Payment Cards Online;
6.2 Smart Cards;
6.3 Stored-Value Cards;
6.4 E-Micropayments; E-Checking;
6.5 The Sales Tax Issue;
6.6 Electronic Bill Presentment and Payment;
6.7 B2B Electronic Payments;
6.8 Order Fulfillment and Logistics
9. Planning for Electronic Commerce
9.1 Planning Electronic Commerce Initiatives
9.2 Strategies for Developing Electronic Commerce Web Site
9.3 Managing Electronic Commerce Implementation