E-Commerce is creating new electronic markets where prices are more transparent, markets are global. Electronic commerce is having a direct impact on the firm’s relationship with suppliers, customers, competitors and partners. Electronic commerce can be used to reduce supply chain costs, increase production efficiency and tighten the relationship with customers. This course is designed to help students analyze the various business models. We will also explore the reasons why the early e-Commerce ventures failed and the strategic, financial, marketing and organizational challenges they faced.
The course is designed to make the students understand the internet and E-commerce technology, security systems and the payment mechanisms without which E-commerce could not have existed successfully.
E-commerce is not just about business and technology but also about the impact it has on society as a whole. E-commerce and Internet technology has important social consequences (both positive as well as negative) which business leaders cannot ignore.
E-commerce has challenged our concepts of privacy, intellectual property, boundaries and governance. The proliferation of digital piracy (sometimes encouraged by companies), raises the very important question on what is right and wrong, how and to what extent to introduce social control and regulation etc.
After undergoing this course, the participants will be able to:
Understand basic concepts relevant to E-Commerce and E-Business;
Understand the use of electronic channels to make business more effective;
Analyze the various E-Commerce websites, their features and performance;
Create small E-Commerce applications for various business processes;
Align the concept and applications of E-Commerce with other business domains;
List of Topics/Modules
Introduction to E-Commerce and E-Business
This module brings out the difference and similarity between E-Commerce and E-Business as well impart learning on various e-commerce business models.
Technology Infrastructure for E-Commerce:
This module exposes students to the various infrastructural requirements for setting up of an e-Commerce venture.
Business Concepts and Social Issues:
This module develops the skills to identify the key features of Internet audience with basic understanding of consumer behavior and purchasing decisions.
E-commerce in Action:
The module develops an understanding of the current environment in which online retail sector operates and identify the challenges faced by different types of online retailers.
Class participation and Reflective Notes
Each student will be required to maintain a separate notebook/sheet of class notes (reflective notes). The reflective notes will include only the ‘key learning and key take-away’ which the students got from the class for that session. The students will also write in that note about his/ her class participation in each class.
There will be four announced quizzes. The quizzes would consist for multiple choice questions and/or fill in the blanks. The best three quizzes would be considered for assessment.
Presentation/ Case analysis /Lab assignment/ E-tasks
Student will be evaluated individually and/or groups. It is based on how well students participate individually/in groups in the case analysis activities or questions put up in the class.
Students will be required to create an E-business website containing the following attributes: company profile, type of website, business model, products / services offered, consumer profile, payment mechanism, security policy, marketing communication tools, marketing strategies, customer relationship. This Project will be the part of their group assessment component along with E-Tasks given in the class, which will be submitted by the end of 20th session.
Mid Term Examination
This will consist of cognition and application based situational questions coupled with small analysis.
End Term Examination
This will consist of case study and application based situational questions wherein students will reflect and correlate their learning with problems in question.
Recommended/Reference Text Books and Resources
Kenneth C. Laudon and Carl Guercio Traver, E-commerce: Business, Technology, Society, Pearson Education, 2009,(Fourth Edition)
Gary P. Schneider, E-Commerce: Strategy, Technology and Implementation, Cengage Learning, 2009,(Fifth Edition)
Jonathan Reynolds, E-business: A management Perspective, Oxford University Press, 2010,(First Edition)
Module I: Introduction to E-Commerce and E-Business
Introductory Session: Ice Breaking, Mutual Expectations, Course Overview, Doing Business in the Digital Economy, Introduction to E-commerce and E-business, Unique features of E-commerce technology
Text, Ch. 1, Pp. 6-18
The student will be able to differentiate between E-Commerce & E-business as well as understand the unique features of E-business (LO 1)
E-Commerce solutions in business organization, Types of E-Commerce, Growth of Internet and the Web, Impact on Society
E-Task 1: Choose an Ecommerce site and assess it in terms of seven unique features of Ecommerce
Case 1 / Hands On
Text, Ch. 1, Pp. 19-30
The student will be able to recognize and describe Web 2.0 applications with hands on exercise
Digital communication – Ways of interaction with e-customer /consumer, Assessing suitability of products to be sold on Web
Reference (Reynolds), Ch.6, Pp. 181-199
The student will be able to understand the dynamics of digital communication and the right products to be be pitched online. (LO 2)
Theory of planned behavior and Technology Acceptance Model to be used in e-commerce (online shoppers, their needs and behavior)
Reference (Reynolds), Ch.6, Pp. 204-234
The student will be able to understand the behavioral side of E-commerce. (LO 1 and LO 2)
Ecommerce Business Models:
Elements of a Business Model
B2C Business Models
B2B Business Models
C2C Business Models
P2P Business Models
M-Commerce Business Models
Text, Ch. 2, Pp. 66-85
The student will be able to identify the key components of E-Commerce business models and their utility. (LO 1)
Impact of Internet and Web on business: Strategy, Structure, and Process.
E-Task 2: List three companies in India that offer B2B services in travel business and study their strategic positioning.
Text, Ch. 2, Pp. 98-106
The student will be able to understand key business concepts and strategies applicable to E-Commerce (LO 1 and LO 2)
Module II: Technology Infrastructure for E-Commerce:
Network infrastructure for electronic business, Markup Languages, Search Engine Technique(SEO) and Web 2.0 Technologies
Text, Ch. 3, Pp. 138-174
The student will be able to understand the current structure of Internet. Upcoming web technologies and search optimization. (LO 2)
The student will be able to compare and contrast the usage of traditional and E-Commerce payment mechanisms.
Electronic Payment System:
Electronic Fund Transfer
E-Task 5: Analyse various open source payment gateways available on Internet (viz. paytm, instacash, paytm, zaacpay, oxicash payment gateways) and choose a payment gateway for your E-commerce website.
Text, Ch. 5, Pp. 310-317
The student will be able to describe the features and functionality of electronic billing presentment and payment systems with hands on exercise.
(LO 3 and LO 4)
Module III: Business Concepts and Social Issues:
Ecommerce Marketing Concepts:
Basic Marketing Concepts
Segmenting online customers to make E-commerce effective (some tools for segmentation like clustering using SPSS or Excel)
Text, Ch. 6, Pp. 336-363
The student will be able to identify the key features of Internet audience and customer segmentation with basic understanding of consumer behavior and purchasing decisions.
Ecommerce Marketing Concepts:
Internet Marketing Technologies
Text, Ch. 6, Pp. 364-380
The student will be able to understand the usage of Internet marketing technologies and related strategies.
Ecommerce Marketing Concepts:
B2C and B2B E-business Marketing and Branding Strategies
Online Market Research
E-Task 6: Come up with an idea for a new business that will sell a product or service on the Web and then attempt to find a "good" domain name for the business. Evaluate the strengths and weaknesses of the name you ultimately chose in terms of the criteria for a good domain name. You have secured a domain name and established a Web site for the company. Now its time to advertise your products and services online. Find five Web sites that would be appropriate places for you to advertise and investigate the advertising options they provide. Then create a presentation summarizing your findings and choose 2 sites on which you will advertise from among the five, explaining the reasons for your choices.
Case 4 / Hands On
Text, Ch. 6, Pp. 381-400
The student will be able to understand the main technologies that support online marketing with basic understanding of E-Commerce marketing and branding strategies with hands on exercise.
The student will be able to understand the current environment in which online retail sector operates and identify the challenges faced by different types of online retailers. (LO 5)
Online Retailing and Services:
Online Financial Services
Online Travel Services
Text, Ch. 9, Pp. 585-602
The student will be able to understand the major features of online and offline service sector and financial service industry. (LO 5)
Social Network, Auctions , and Portals:
Social Networks and Online Communities
Text, Ch. 11, Pp. 698-723
The student will be able to understand different types of social networks and online communities and their business models. The student will be able to understand major types of auctions, their benefits and costs, and how they operate.
Social Network, Auctions , and Portals:
Portal Business Models
Text, Ch. 11, Pp. 726-740
The student will be able to understand the major types of Internet portal and their respective business models. (LO 5)