MKTG 4451: E-Commerce
Students examine how the internet is rapidly becoming one of the primary communication, marketing, and commercial medium for businesses in almost every industry, and how managers can effectively use this tool to execute their organization’s strategic plans. Topics include an overview of electronic commerce; e-marketplaces including auctions and portals; online marketing and consumer behaviour; business-to-business e-commerce; e-government; e-learning; social networks; search engine maximization; e-commerce security; payment solutions and order fulfillment; e-commerce security; e-commerce strategy and global issues; legal, ethical and tax issues; and launching an e-commerce business.
Learning outcomes
- Outline a basic model of the internet technology infrastructure
- Assess e-commerce strategies and applications, including online marketing, e-government, e-learning and global e-commerce
- Discuss the significance of Web 2.0 content and social networks in e-commerce
- Differentiate electronic marketplaces and give examples of e-tailing products and services
- Compare B2B and B2C e-commerce strategies, including market segmentation
- Categorize advantages and disadvantages of different online payment options
- Discuss common legal, ethical and tax issues in e-commerce
- Use the knowledge of online security issues to assess existing websites
- Use the knowledge of the major e-commerce revenue models to evaluate existing websites
Course topics
- Module 1: Overview of Electronic Commerce (EC) and Technology Infrastructure
- Module 2: EC Revenue Models and E-Tailing
- Module 3: Web 2.0 and Web 3.0
- Module 4: Marketing and Advertising for EC
- Module 5: B2B E-Commerce
- Module 6: E-Learning and E-Government
- Module 7: Social Networks and Mobile Commerce
- Module 8: EC Security
- Module 9: EC Order Fulfilment and Payment Systems
- Module 10: EC Strategy and Global EC
- Module 11: Laws, Taxes, and Ethics
- Module 12: EC Implementation
Required text and materials
The following material is required for the course:
- Schneider, G. P. (2017). Electronic Commerce (12th ed.). Cengage Learning.
Type: Textbook. ISBN: 978-1305867819
Additional requirements
Computer with Internet access is required.
Assessments
To successfully complete this course, students must achieve a passing grade of 50% or higher on the overall course, and 50% or higher on the final mandatory project.
| Assignment 1: E-Commerce Website Analysis | 15% |
| Assignment 2: Marketing in an Online Environment and E-Government | 15% |
| Assignment 3: The Legal and Ethical Component of E-Commerce | 15% |
| Assignment 4: Synthesis of Learning | 10% |
| Quizzes | 10% |
| Mandatory Final Project | 35% |
| Total | 100% |
Open Learning Faculty Member Information
An Open Learning Faculty Member is available to assist students. Students will receive the necessary contact information at the start of the course.
