Jaipuria institute of management, noida

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FOURTH TERM (2013-15)

Course Code: IS403 Course Title: E-Commerce

Course Overview

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.

Learning Outcomes

After undergoing this course, the participants will be able to:

  1. Understand basic concepts relevant to E-Commerce and E-Business;

  2. Understand the use of electronic channels to make business more effective;

  3. Analyze the various E-Commerce websites, their features and performance;

  4. Create small E-Commerce applications for various business processes;

  5. 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.

Evaluation Criteria




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

Text Book

  • Kenneth C. Laudon and Carl Guercio Traver, E-commerce: Business, Technology, Society, Pearson Education, 2009,(Fourth Edition)


  • Parag Kulkarni, Sunita Jahirabadkar, Pradip Chande, E-Business, Oxford University Press, 2012,(First 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)

Session Plan




Requirements: Readings/Case

Learning Outcome

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

(LO 1)


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:

  • Business Model

  • 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.

Hands On

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)


Web Site Quality Assurance

E-Task 3: Study a website with reference to “webqual” in order to understand website quality index

Hands On

The student will be able to understand overall web quality and will be having a hands on by using webqual tool.


Building an Ecommerce website:

  • Approaches to building a website

  • Planning

  • Analysis

  • Designing and Testing

  • Implementation and Maintenance

Text, Ch. 4, Pp. 199-211

The student will be able to understand the process followed in building E-Business solutions and issues related to outsourcing of its development &/or hosting.

(LO 3 and LO 4)


Building an Ecommerce website:

  • Server Software

  • Choosing Hardware

E-Task 4: Visit at least 5 e-commerce sites and evaluate the effectiveness of sites according to the nine basic criteria list in text. Choose the best site and present your analysis.

Guest Talk 1

Text, Ch. 4, Pp. 212-230

The student will be able to identify and understand the major considerations involved in choosing web server and E-Commerce merchant server software with hands on exercise.

(LO 3 and LO 4)


E-store design- navigability, Interactivity and Category Management Issues, Web consultancy issues

Hand Outs

The student will be able to learn about the E-store design and the issues involved in the process. (LO 2 and LO 3)


Building E-commerce Website using HTML/Google Docs/Indiagetonline.com

Hands On

The student will be able to design and develop E-Commerce website. (LO 4)


Building E-commerce Website using HTML/Google Docs/Indiagetonline.com

Hands On

The student will be able to design and develop E-Commerce website. (LO 4)


E-Business Security Environment, Security threats in E-business, Technology Solutions

Text, Ch. 5, Pp. 257-294

The student will be able to understand scope of E-Business related crime and security problems.

(LO 2 and LO 3)


Electronic Payment System:

  • Understanding Payment and cyber security

  • Designing Electronic Payment Systems

  • Electronic cash

  • Electronic Cheque

  • Credit and Debit cards

  • Smart Cards

Case 3

Text, Ch. 5, Pp. 302-309

The student will be able to compare and contrast the usage of traditional and E-Commerce payment mechanisms.

(LO 3)


Electronic Payment System:

  • Electronic Fund Transfer

  • E-wallets

  • Micropayments

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.

Hands On

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.

(LO 5)


Ecommerce Marketing Concepts:

  • Internet Marketing Technologies

    • Google Adwords

    • Google adsense

    • Banner Ads

  • Marketing Strategies

Text, Ch. 6, Pp. 364-380

The student will be able to understand the usage of Internet marketing technologies and related strategies.

(LO 5)


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.

(LO 4 and LO 5)

Module IV: E-commerce in Action:


Online Retailing and Services:

Guest Talk 2

Text, Ch. 9, Pp. 552-572

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

  • Online Auctions

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.

(LO 5)


Social Network, Auctions , and Portals:

  • E-commerce 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)


Concluding Session

Summing up

Summing up

Contact Details:

Name of the Instructor:

Prof. Lalit Sharma

Office Location:



9999033509, office ext. (329)



Teaching Venue:



Office Hours:

9:30 a.m. to 5.30 a.m.

Online Links (Link to Blackboard etc.):


Case Bank: Suggested questions

Case1: P2P Network Rock, Music Industry Rolls

  1. How can P2P file-sharing networks make money if they do not sell music?
  2. Into which category or categories of e-commerce do P2P file-sharing networks fall and why?

  3. What social issues are raised by P2P file-sharing protocols and programs such as BitTorrent? Is the record Industry justified in attempting to shut them down? Why or why not?

  4. What difference would it make if the existing music labels disappeared for lack of revenue? What legitimate function do the music labels perform in the creation and distribution of original music?

Case2: B2C Model at Aradhana Tours

  1. Analyse the blue ocean strategy of Aradhana Tours with particular reference to B2C models.

  2. Compare and describe B2B and B2C models in the travel and tour business?

  3. Study the impact of e-business on Aradhana Tours.

Case3: Online Payment at Hotel Bizcomfort

  1. Discuss the advantages and disadvantages of online payment with reference to the hospitality industry.

  2. Why did Hotel Bizcomfort incur losses due to the introduction of advanced payment system?

  3. Discuss e-business models for the hospitality industry.

  4. Discuss the role of reservation system and associated e-business system for the hospitality industry.

Case4: Liquidation.com: B2B Marketing Success Story

  1. Why is Liquidation.com able to compete against eBay?

  2. How did Liquidation.com build trust in its sites and services?

  3. Why would retailers rather have a site dedicated to finding wholesalers rather than use the existing Liquidation.com site?

  4. What are the key elements in Liquidation.com’s core product and how does it create an augmented product?

Case 5: A sharp focus on C2C commerce helps OLX India achieve pole position.


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