E Commerce and Internet Marketing Course Outline

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The key takeaways are that the course outline describes an E-Commerce and Internet Marketing course that covers various aspects of online business models, marketing strategies, payment systems, security issues and more.

The main topics covered in the course include electronic business models, e-marketplaces, internet marketing, e-tailing of different products/services, online consumer behavior, social media marketing, payment systems, and strategy/implementation of e-commerce.

The assessment requirements for the course include quizzes, periodic examinations, graded class participation, student blogs, written analysis of case studies, graded reporting, and developing a webpage.

HOLY

CROSS OF DAVAO COLLEGE


Sta. Ana Avenue, Davao City

Bachelor of Science in Business Administration (BSBA)
Major: Marketing Management

COURSE OUTLINE

E-Commerce and Internet Marketing

I. Course Number: MM-E5



Credit: 3 units

II. Course Title: E-Commerce and Internet Marketing
Pre-Requisite: MM 2; CL 2

III. Course Description:


This course is designed to support the study of e-Commerce and Internet Marketing through
the enhancement of ones understanding and appreciation of the use of technology to fulfill the
needs of both Net-enhanced Organizations (NEOs) and consumers. Further, this course allows for
the examination of electronically interactive designs, processes and transactions involved in
satisfying the needs of consumers, NEOs, and governments through marketing planning, consumer
research, segmentation and implementation of marketing strategies in order to accomplish
corporate objectives.

IV. Course Objectives:

At the end of the course, the student should be able to:

1. Describe the key features of the technological infrastructure in order to fulfill marketing
functions.
2. Define and explain the role of e-commerce technologies, and how security, trust and
payment issues impact the use of the said technologies.
3. Relate the e-commerce models and approaches to neos confronted with challenges of
the traditional and digital environment.
4. Cultivate appropriate values of internet marketing ethics and social responsibility among
students.
5. Develop the students ability to strategize using key e-commerce models and insights.
6. Prepare e-marketing plans that will enable the company in combining offline and online
marketing activities.


V. Course Outline








No. of Hours

A. Course Introduction






13.5 hours

1. Electronic Commerce
2. Internet Marketing

B. The Online Environment

1. Electronic Business Models and Strategic Planning


2. E-Marketplaces: Structure, Mechanisms, Economies and Impacts
3. Legal and Ethical Issues in E-Commerce and Internet Marketing

C. Internet Marketing and E-Tailing



1. Niche Markets
2. The Retail Website
3. The Checkout Process Fulfillment
4. Bricks and Clicks: Integrated Retailing
















D. Retailing in Electronic Commerce: Products & Services



1. Internet Marketing & Electronic Retailing
2. E-tailing Business Models
3. Travel & Tourism (Hospitality) Services Online
4. Employment Placement and the Job Market Online
5. Real Estate, Insurance and Stock Trading Online
6. Banking & Personal Finance Online
7. On-Demand Delivery of Products, Digital Items, Online Entertainment
and Gaming
8. Online Purchase Decision Aids
9. Issues in E-tailing

No. of Hours
13.5 hours



E. Permission Marketing

1. Customer Relationship Management
2. Use of Email as Medium
3. Newsletters, Wikis and RSS Feeds
4. Personalization
5. Mobile Marketing

F. Online Consumer Behavior, Market Research and Advertisement

1. Learning about Consumer Purchasing Online
2. Personalization, Loyalty, Satisfaction and Trust in EC
3. Market Research for EC
4. Web Advertising
5. Online Advertising Methods
6. Advertising in Social Networks and the Web 2.0 Environment
7. Special Advertising Topics

G. E-Commerce Security & Fraud Protection

1. The Information Security Problem

13.5 hours


2.
3.
4.
5.

Basic E-Commerce Security Issues & Landscape


Technical Attack Methods
Phishing, Financial Fraud and Spam
The Information Assurance Model & Defense Strategy


H. Social Media Marketing


1. Consumer Generated Content
2. Social Networks and Online Communities
3. Blogging
4. Viral Marketing
5. Online Public Relations and Reputation Management

I. Electronic Commerce Payment Systems



1. The Payment Revolution
2. Using Payment Cards Online
3. Smart Cards
4. Stored Value Cards
5. E-micropayments
6. E-checking

13.5 hours









J.

VI.

EC Strategy and Implementation: Justification, Globalization, SMEs and


Regulatory & Ethical Issues

1. Strategy; Planning and Implementation of Electronic Commerce
2. Justification and Cost-Benefit Analysis
3. Global E-Commerce
4. E-Commerce in Small & Medium-Sized Enterprises
5. Intellectual Property & Other Regulatory Issues
6. Ethics in E-Commerce
7. Privacy, Violation & Protection and the Conflicts with Free Speech

References
A. Bibliography

a. Books

Albee, A. (2010) E-Marketing Strategies, 1st Edition, Marketing Interaction, Inc.

Charlesworth, A. (2009). Internet marketing: a practical approach.Oxford: Butterworth-
Heinemann.

Huang, W.W., et.al (2008). Global Mobile Commerce, 1st Edition. 161 Global

Laudan, K.C. and Traver, C.G. (2012) E-Commerce 2012 8th Edition. Pearson Education
Unlimited, Harlow, England

Lehman, C.M. and Dufrene, D.D. BCOM3 2011-2012 Edition South-Western Cengage
Learning

Miletsky, J. (2010). Principles of Internet marketing: new tools and methods for web
developers. Boston, MA: Course Technology, Cengage Learning.

Orcullo, W. A (2010) Principles of eCommerce/ eBusiness, 1st edition Rex Bookstore , Inc.
Smapaloc Manila

Szetela, D. and Kerschbaum, J. (2010) Pay Per-Click Search Engine Marketing: An Hour a
Day. 1st edition. Wiley Publishing Inc. Indianapolis, Indiana

Turban, E., et.al. (2011) Introduction to Electronic Commerce, 3rd edition. Pearson
Education, Inc. Upper Saddle River, New Jersey

VII.

b. Online Journal

ProQuest: International Journal of Internet Marketing and Advertising; Olney.

ProQuest: International Journal of Cases on Electronic Commerce; Hershey.

ProQuest: International Journal of Electronic Commerce; Armonk.

Course Requirements
A.
B.
C.
D.
E.
F.
G.







VIII.

Quizzes
Periodic Examinations
Graded Class Participation
Student Blogs
Written Analysis of the Case
Graded Reporting
Webpage

Grading System
Midterm Grade

Prelim Examination
Midterm Examination
Class Standing
Total


25%

25%

50%
100%

Tentative Final Grade

Semi-final Examination 25%


Final Examination

25%
Class Standing

50%
Total

100%




Final Grade

Midterm Grade + Tentative Final Grade





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