| Course Aims | Recently, a number of business ventures and transformations of traditional processes have been shedding more light on best practices e-business strategies and opportunities in e-commerce and e-business. This course is intended to expose students to these cases and to provide them with an in-depth understanding of the business opportunities and threats as well as the strategic and management issues that companies and managers face in the e-world.
The module aims to:
Gain an understanding of business drivers in the new Internet-centric environment
Learn various management strategies necessary to implement e-Business applications
Consider the future of e-business and have a better understanding of the e-business strategy formulation
We will also briefly review some of the technology upon which electronic commerce is based, but only as much as is necessary to understand the implications for strategy and management. This is not a technical course and technologies will be examined at a strategic level. Throughout this course the Internet will serve both as an object of study as well as a resource for students.
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| Learning Outcomes | On completion of this module, students should be able to:
LO1 Analyse critically the business model of various case firms, determining the role that the Internet (and related technologies) can play in supporting this model.
LO2 Explain the potential of emerging technologies to impact on selected case organisations
LO3 Differentiate and criticise the components of successful E-Business strategies and models.
LO4 Explain how E-Business strategies can achieve competitive advantage in changing marketplaces.
LO5 Critically analyse how e-business changes selected aspects of business (e.g. HRM, marketing, internal communications etc.)
LO6 Construct a business plan for an E-business.
LO7 Understand the role of design within a strategic context. |
| Presentation | The module is taught using a combination of lectures, case studies’ discussions, group works, and student review on case studies, presentations and independent readings/research. Relevant theory will be introduced by formal lectures.
A typical class will typically include exposure to appropriate E-commerce issues. Where appropriate there will be case discussion or short Internet based activities, requiring you to search the web for examples putting the theory into practice.
Students taking this module are expected to be fully “internet-literate” and ideally should have at least a basic understanding of the technical issues and constraints facing e-businesses. Care will be taken to illustrate the pertinent concepts through examples, handouts and topic cases, however this is not a technical course and students will not be taught the technicalities of building a website, nor will they be expected to build one.
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| Reading Recommended | ANDERSON, C. (2007), The Long Tail: How Endless Choice is Creating Unlimited Demand, Random House Business Books, England.
AFUAH, A. & TUCCI, C. L, (2003), Internet Business Models and Strategies text and cases, 2nd edition, Boston, USA: McGraw-Hill.
CHAFFEY, D (2004), E-Business and E-Commerce Management, 2nd Edition. FT-Prentice Hall – Pearson Education, Essex, England.
EL-ANSARY, A., FROST, R. and STAUSS, J (2005), E-Marketing, 4th edition, Prentice Hall, England.
JACKSON, P, HARRIS, L and ECKERSLEY P (2003), e-Business Fundamentals, London – Routledge.
JELASSI, TAWFIK & ENDERS, A. (2005), Strategies for e-Business – Creating value through electronic and mobile commerce, FT-Prentice Hall – Pearson Education, Essex, England.
WILSON, R & GILLIGAN C (2001), Strategic Marketing Management, Butterworth-Heinemann, Oxford.
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| Weekly Schedule | Overview of the Course and E-Commerce
Types of E-marketplaces and Economic Impact
Assessing the quality of a web site
Launching a Successful Internet Business
Market Segmentation, Targeting and Position
Consumer behaviour online,
EC strategy and implementation
Models of B2B, One-to/from-many, Auctions, Procurement, Infrastructure
Pricing strategies for E-Business
Promotional strategies for E-Business
E-Supply chain and Logistics
eCRM, Customer Service, Loyalty,
Managing security
Business Plan presentations
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