The course will give students the opportunity to:
become acquainted with the different activities businesses can perform online to drive their organizational goals and the tools and technologies they can make use of to perform those activities;
define example e-business activities;
analyze data collected from e-business activities and assess the activities’ success;
identify applicable issues with e-business activities and propose means to address those issues; align e-business activities with an overall e-business strategy and use economic and non-economic arguments to justify their use.
Overview of E-business
The changing face of business
E-business and E-commerce
Justifying E-Business Investment
Reasons and difficulties in justifying an e-business approach
Methods and tools for evaluation and justification
Launching an E-Business
Creating a Web site for e-business
Adding e-commerce with a Web store
Develop a E-Business Strategy
Organizational strategy: concept and overview
Strategy initiation, formulation and implementation
Marketing and Advertising
• Interactive marketing online
• Search and Website advertising
Retailing
• Electronic retail
• Business-to-Business E-commerce
Payment and Order Fulfillment
• The e-payment revolution
• E-logistics and supply chain management
Social Commerce
• Doing business via social networks
• Social network marketing and advertising
Mobile Commerce
• Mobile applications and the mobile Web
• Location based e-commerce
Video Commerce
• Online video marketing and advertising
• T-commerce: e-business with interactive television
Regulatory, Social and Ethical Issues
• Doing e-business globally
• Ethical concerns and pitfalls in e-business
• Intellectual property law and copyright
• Fraud and other illegal activity
- Teacher: Kelly Kong 孔冬秀