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

Upon successful completion of this course, students will be able to:

  • 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

Schneider, G. P. (2017). Electronic commerce (12th ed.). Boston, MA: 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: Video Presentation 15%
Assignment 2: E-Government 15%
Assignment 3: EC Payment Solutions 15%
Assignment 4: 10 Best Reflection Posts 10%
Quizzes 10%
Final Project* 35%
Total 100%

* Mandatory

Open Learning Faculty Member

An Open Learning Faculty Member is available to assist students. Primary communication is through the Learning Environment's "Mail" tool. Students will receive the necessary contact information when starting the course.

Search To Top