E-Commerce and Web Technologies

Transcription

1 GRADUATE SCHOOL OF MANAGEMENT ST. PETERSBURG STATE UNIVERSITY Course Outline E-Commerce and Web Technologies Lecturer: Yablonsky Sergey, PhD, Information Technologies in Management Department, Bachelor & Magister Program in Management, Spring Semester 2008/2009 Academic Year Course Summary This is a 4th year Bachelor Program and 1 st year Magister Program course Course Prerequisites: Informatics, Mathematics, Statistics, Fundamentals of Management, Information Technologies for Management. Course Layout: Upon completion of the course students should be able to understand the concepts, terminology and technologies related to e-business and e-commerce. Students would prepare a paper and presentation based on a marketing plan, a mission and values statement, a business and project plans of starting e-business. Students will have hand-on practice in e-business solutions. Magister students will develop a project Launching a Personal Online Business: from business model to Internet implementation. General Course Goals and Objectives The Internet and related technologies are changing the way companies do business. As a result, new ways of managing, communicating and trading have been opened up. Companies can be managed in new ways, new channels are being formed, supply chains are being reconstructed. The course provides an introduction to e-business and e-commerce business and commerce that take place online. Today known as nextgeneration electronic business, mobile business and commerce (m-business and m- commerce) enables users to access the Internet without needing to find a place to plug in. So the new information technologies are giving birth to the new ways companies do business. That is what this course is about. E-business is increasingly important in our networked world of global transactions and global competition. The course offers an introduction to the basics of electronic business and includes understanding of the concepts, terminology and technologies related to e-business and e-commerce. The course focuses on how e-business is carried out, including marketing, web design, and electronic retailing, as well as the advantages and disadvantages of this form of commerce, the IT technology and infrastructure in place to support this type of electronic business, and the global economy within which it takes place. We will focus on the way companies, markets, transactions and supply chains can take advantage of these changes, and how we can manage them all.

2 Overall Course Objectives Some objectives for the course are as follows: 1. Develop an understanding the value of Electronic Business. 2. Identify and explain the variety of e-business models, i.e., business to business, business to customer, consumer to consumer and others; 3. Determine an appropriate e-business model and apply it to a specific business; 4. Explain the benefits and limitations of using e-business models in relation to traditional models; 5. Explain the Communication and Software technologies and Architectures to support electronic business; 6. Identify and explain the Web and Mobile Business and the Social Applications; 8. Practice in preparing a paper and presentation based on a marketing plan, a mission and values statement, a business and project plans of starting e-business plus practice of Oracle/IBM/SAP/Yahoo!/Google etc.(to be discussed) e-business solutions usage. Topics Covered Topic 1. Brief Introduction to Electronic and Mobile Business (EB/MB) and Commerce (EC/MC). History: brief synopsis of evolution. Classification and description of e-business models. Topic 2. Main EB/EC actors and the structure of e-marketplace. E-business providers, producers and consumers/clients. Marketplaces: Structures, Mechanisms, Economics, and Impacts. Topic 3. Business-to-Business (B2B). Consumer Behaviour, Market Research, and Advertisement. Public B2B Exchanges and Support Services. Selling and Buying in E-Markets. Topic 4. E-Supply Chains, Collaborative Commerce and Corporate Portals. Definition of the e-supply chain. Distribution of the collaborative planning and Collaboration. Topic 5. From Retailing to E-tailing. Definition of the electronic retailing (e-tailing) and its characteristics. Description of the primary e-tailing business models. Discussion of the online employment market, real estate services, stock-trading services, cyberbanking and online personal finance. Topic 6. Customer-to-Customer. Description of e-government initiatives: to citizens (G2C), to businesses (G2B) and to others. Discussion of the online publishing, e- books, and blogging. Description of the e-learning and virtual universities. Description of the knowledge management and dissemination as an e-business. Topic 7. Introduction to Mobile Commerce. Definition of the mobile commerce and understand its relationship to e-commerce. Understanding the mobile computing environment that supports m-commerce. Description of the major types of wireless telecommunications networks. Discussion of the m-commerce applications in finance, advertising, and provision of content. Description of the application of m-commerce within organizations. Description of the supply chain management applications of m- commerce. Topic 8. E-Auctions. Description of the various types of e-auctions and some unique e-auction models. Description of the various services that support e-auctions and the future directions of mobile e-auctions. Topic 9. Electronic Payment Systems. Description of new noncash and online payments, key players and processes involved in using credit cards online. Discussion of the different categories and potential uses of smart cards and various online alternatives to credit card payments and identify under what circumstances

3 they are best used. Description of the processes and parties involved in e-checking. Topic 10. E-Support Services. Description of the role of support services in EB. Definition of the EC order fulfillment and describe the EC order fulfillment process. Description of the ecrm implementation and tools. Topic 11. E-Business Security. Description of the trends in computer and network security attacks. Basic elements of EC security. Description of the common mistakes that organizations make in managing security. Discussion about some of the major technologies for securing EC communications. Description of the major technologies for securing EC networks components. Topic 12. E-Business Strategy. Description of the strategic planning process. Description of the purpose and content of a business plan. Definition of how EB applications are formulated, justified, and prioritized. Description of the strategy implementation and assessment, including the use of metrics. Evaluation issues involved in global EC. Analysis of the impact of EB on small and medium-sized businesses. Topic 13. Introduction to Information technologies in Electronic and Mobile Business. Networks. Service-Oriented Architectures. Mobile Services and Architectures. Portals. Web Site Monitoring and Optimization. Parts of this topic will be present in all sessions. Group Project & Presentation: Students will complete a group project based on a marketing plan, a mission and values statement, a business and project plans of starting e-business (4-5 students per project). The group will give two presentations to the class regarding their project the Midterm Group Presentation and the Final Group Presentation. In the Midterm Group Presentation, the group needs to report their initial thinking and project progress to the class. In the Final Group Presentation, the project results will be presented to other members of the class. The "deliverable" to the tutor is the PowerPoint presentations of the project with references. Class members will also evaluate the final presentations. The tutor will use class evaluations as one of the measures of performance prior to assigning a final project grade. Midterm and Final Group Presentations should both be approximately minutes in duration. Individual Presentation: Students will also give an Individual Presentation. In this presentation, he/she needs to introduce his/her favorite website to the class. The history, development and current performance of the chosen e-business should be covered in the presentation. The relevant e-business model applied, and the pros and cons of utilizing the specific e-business model (appraisal of business model) should be further analyzed and discussed in the presentation. Hand-on practice in e-business solutions Students will have hand-on practice in developing e-business solutions using Oracle, IBM, SAP, Yahoo!, Google, Adobe applications..

4 Outline of Overall Course Structure Topic 1. Brief Introduction to Electronic and Mobile Business and Commerce. Session 1. Pre-Course Assignment Reading Assignment for Session 1: Paper 1 from Compendium and Chapter 1 from the book Afuah, A., C. Tucci. Internet Business Models and Strategies, McGraw Hill, Basic categories of business models. 1. Define electronic and mobile business (EB) / commerce (EC) and describe its various categories. 2. Describe and discuss the content and framework of EB/EC. 3. Describe EB/EC business models. 4. Describe the major types of EB/EC transactions and the benefits and the limitations of EB/EC to organizations, consumers, and society. 5. Define different types of nets (Internet, Intranet, Extranet). Practice Review of different types of Internet Browsers. Introduction to the Web Page Design and Construction together with Adobe Creative Suite 3 Master Collection. Development of design graphics with Adobe Photoshop CS3. Development of the Personal business site with Adobe Dreamweaver CS3. Assignment for Session 1 Chapter 1, 2 from Afuah, Allan, and Christopher L. Tucci (2003) Internet Business Models and Strategies: Text and Cases, 2nd Edition, The McGraw Hill Companies, Inc. ISBN ; Chapter 1, 2, 3 from Gary Schneider Electronic Commerce, Course Technology Ptr, Fourth Edition, 624 pages ISBN- 10: , ISBN-13: Tasks and exercises: prepare well-structured page configuration of the Personal business site and presentation based on a marketing plan. Session 2. Launching an Online EB/EC Project 1. Understand the requirements for initiating an online business and describe the process of initiating and funding a start-up e-business.

5 2. Understand the process of adding EB/EC initiatives to an existing business and describe the issues and methods of transforming an organization into an e-business. 3. Describe the process of acquiring Web sites and evaluating building and hosting options. 4. Realize the importance of providing and managing content and describe how it is accomplished. 5. Evaluate Web sites on design criteria such as appearance, navigation, consistency, and performance. 6. Understand how search engine optimization may help a Web site obtain high placement in search engines. Practice Review of different types of search engines. Evaluation of different popular Web sites. Introduction to the Web Page Design and Construction together with Adobe Creative Suite 3 Master Collection. Development of design graphics with Adobe Photoshop CS3 (continued). Development of the Personal business site with Adobe Dreamweaver CS3 (continued). Assignment for Session 2 Chapter 2 from Afuah, A., C. Tucci Internet Business Models and Strategies; Chapter 3, 4 from Gary Schneider Electronic Commerce. Topic 2. Main EB/EC actors and the structure of e-marketplace. Session 3. E-business providers, producers and consumers/clients Upon completion of this part of session, students will be able to classify such e-businesses: 1. Business-to-Business (B2B); 2. Business-to-Consumer (B2C); 3. Business-to-Employee (B2E); 4. Business-to-Government (B2G); 5. Government-to-Business (G2B); 6. Government-to-Government (G2G); 7. Government-to-Citizen (G2C); 8. Consumer-to-Consumer (C2C); 9. Consumer-to-Business (C2B).

6 Marketplaces: Structures and Mechanisms Upon completion of this part of session, students will be able to: Define e-marketplaces and list their components. Define the major types of e-marketplaces, EB/EC intermediaries and describe their features/roles. Describe electronic catalogs, shopping carts, search engines, the various types of auctions, bartering and negotiating online and list their characteristics. Define m-commerce and explain its role as a market mechanism. Assignment for Session 3: Chapter 3, 4 from Afuah, Allan, and Christopher L. Tucci Internet Chapter 4, 5 from Gary Schneider Electronic Commerce. Tasks and exercises: prepare well-structured page configuration of the Personal business site (continued) and presentation based on a mission statement. Topic 3. Business-to Business (B2B). Session 4. Consumer Behaviour, Market Research, and Advertisement 1. Describe the factors that influence consumer behavior online. 2. Understand the decision-making process of consumer purchasing online. 3. Describe how companies are building one-to-one relationships with customers. 4. Discuss the issues of e-loyalty and e-trust in EB/EC. 5. Describe consumer market research in EB/EC. 6. Describe Internet marketing in B2B, including organizational buyer behavior. 7. Describe the major advertising methods used on the Web. 8. Describe ad management, permission marketing, localization, and other advertising-related issues. 9. Understand the role of intelligent agents in advertising applications. Assignment for Session 4: Chapter 4 from Afuah, Allan, and Christopher L. Tucci Internet

7 Chapter 5 from Gary Schneider Electronic Commerce. Session 5. Public B2B Exchanges and Support Services 1. Define exchanges and describe their major types. 2. Describe the various ownership and revenue models of exchanges. 3. Describe B2B portals. 4. Define dynamic trading and describe B2B auctions. 5. Discuss integration issues of e-marketplaces and exchanges. 6. Describe the major support services of B2B. 7. Discuss B2B networks. 8. Discuss issues in managing exchanges. 9. Describe the critical success factors of exchanges. Assignment for Session 5: Tasks and exercises: prepare well-structured page configuration of the Personal business site (continued) and presentation based on a values statement. Session 6. Selling and Buying in E-Markets 1. Discuss the characteristics of the sell-side marketplace, including auctions. 2. Describe the characteristics of the buy-side marketplace and e-procurement. 3. Explain how reverse auctions work in B2B. 4. Describe B2B aggregation and group purchasing models. 5. Describe other procurement methods. 6. Explain how B2B administrative tasks can be automated. 7. Describe infrastructure and standards requirements for B2B. 8. Describe Web EDI, XML, and Web Services. Assignment for Session 6:

8 Topic 4. E-Supply Chains, Collaborative Commerce and Corporate Portals. Session 7. E-Supply Chains, Collaborative Commerce and Corporate Portals 1. Define the e-supply chain and describe its characteristics and components. 2. List supply chain problems and their causes. 3. List solutions to supply chain problems provided by EB/EC. 4. Define c-commerce and list the major types. 5. Describe collaborative planning and Collaboration, Planning, Forecasting, and Replenishing (CPFR) and list the benefits of each. 6. Understand corporate portals and their types and roles. 7. Describe e-collaboration tools such as workflow software and groupware. Assignment for Session 7: Chapter 5 from Gary Schneider Electronic Commerce. Tasks and exercises: prepare well-structured page configuration of the Personal business site (continued) and presentation based on a business plan of starting e-business. Topic 5: From Retailing to E-tailing Session 8. Retailing in EB: Products and Services 1. Describe electronic retailing (e-tailing) and its characteristics. 2. Define and describe the primary e-tailing business models. 3. Describe how online travel and tourism services operate and their impact on the industry. 4. Discuss the online employment market, including its participants, benefits, and limitations. 5. Describe online real estate services. 6. Discuss online stock-trading services.

9 7. Discuss cyberbanking and online personal finance. 8. Describe on-demand delivery by e-grocers. 9. Describe the delivery of digital products and online entertainment. 10. Discuss various e-tail consumer aids, including comparisonshopping aids. 11. Identify the critical success factors and failure avoidance tactics for direct online marketing and e-tailing. 12. Describe reintermediation, channel conflict, and personalization in e-tailing. Assignment for Session 8: Topic 6. Costomer-to-Costomer (C2C) Session 9. From E-Government and E-Learning to C2C 1. Describe e-government initiatives: to citizens (G2C), to businesses (G2B) and to others. 2. Discuss online publishing, e-books, and blogging. 3. Describe e-learning and virtual universities. 4. Describe knowledge management and dissemination as an e-business. 5. Describe C2C activities. 6. Understand how peer-to-peer technology works in C2C. Assignment for Session 9: Tasks and exercises: presentation based on a project plan of starting e-business Topic 7. Introduction to Mobile Commerce. Session 10. Mobile Commerce and Pervasive Computing

10 1. Define mobile commerce and understand its relationship to e- commerce. 2. Understand the mobile computing environment that supports m-commerce. 3. Describe the major types of wireless telecommunications networks. 4. Discuss the value-added attributes and fundamental drivers of m-commerce. 5. Discuss m-commerce applications in finance, advertising, and provision of content. 6. Describe the application of m-commerce within organizations. 7. Understand B2B and supply chain management applications of m-commerce. 8. Describe consumer and personal applications of m- commerce. 9. Understand the technologies and potential application of location-based m-commerce. 10. Describe the major inhibitors and barriers of m-commerce. 11. Discuss the key characteristics and current uses of pervasive computing. Assignment for Session 10: Topic 8. E-Auctions. Session 11. E-Auctions 1. Define the various types of e-auctions and list their characteristics. 2. Describe the processes involved in conducting forward and reverse e-auctions. 3. Describe the benefits and limitations of e-auctions. 4. Describe some unique e-auction models. 5. Describe the various services that support e-auctions. 6. Describe the hazards of e-auction fraud and discuss possible countermeasures. 7. Describe bartering and negotiating. 8. Describe e-auction deployment and implementation issues. 9. Analyze future directions of mobile e-auctions. Assignment for Session 11:

11 Tasks and exercises: Complete presentation of starting e-business (discussion) Topic 9. Electronic Payment Systems Session 12. Electronic Payment Systems 1. Understand the shifts that are occurring with regard to noncash and online payments. 2. Discuss the players and processes involved in using credit cards online. 3. Discuss the different categories and potential uses of smart cards. 4. Discuss various online alternatives to credit card payments and identify under what circumstances they are best used. 5. Describe the processes and parties involved in e-checking. 6. Describe payment methods in B2B EB/EC, including payments for global trade. 7. Discuss electronic bill and invoice presentment and payment. 8. Understand the sales tax implications of e-payments. Assignment for Session 12: Topic 10. E-Support Services. Session 13. Order Fulfillment, ecrm, and Other Support Services 1. Describe the role of support services in EB/EC. 2. Define EC order fulfillment and describe the EB/EC order fulfillment process. 3. Describe the major problems of EB/EC order fulfillment. 4. Describe various solutions to EB/EC order fulfillment problems. 5. Describe CRM, its methods, and its relationship with EB/EC. 6. Describe ecrm implementation and tools. 7. Describe other EC support services. Assignment for Session 13:

12 Tasks and exercises: Complete presentation of starting e-business (discussion) Topic 11. E-Business Security Session 14. E-Business Security 1. Document the trends in computer and network security attacks. 2. Describe the common security practices of businesses of all sizes. 3. Understand the basic elements of EB/EC security. 4. Explain the basic types of network security attacks. 5. Describe common mistakes that organizations make in managing security. 6. Discuss some of the major technologies for securing EB/EC communications. 7. Detail some of the major technologies for securing EB/EC networks components Assignment for Session 14: Topic 12. E-Business Strategy and Global EB Session 15.. E-Business Strategy 1. Describe the strategic planning process. 2. Describe the purpose and content of a business plan. 3. Understand how e-commerce impacts the strategic planning process. 4. Understand how EB/EC applications are formulated, justified, and prioritized. 5. Describe strategy implementation and assessment, including

13 the use of metrics. 6. Evaluate the issues involved in global EB/EC. 7. Analyze the impact of EB/EC on small and medium-sized businesses. Assignment for Session 15: Tasks and exercises: Some Topics for analytical overviews (papers &presentations): 1. Semantic Web technologies in EB/EC or MB/MC 2. Service-Oriented Architectures in EB/EC or MB/MC. 3. Mobile Services and Architectures in EB/EC or MB/MC. 4. EB/EC or MB/MC Web Site (Portal) Monitoring and Optimization. 5. Oracle Applications for EB/EC or MB/MC 6. SAP Applications for EB/EC or MB/MC 7. IBM Applications for EB/EC or MB/MC 8. EB/EC or MB/MC in law 9. EB/EC or MB/MC in marketing 10. EB/EC or MB/MC in education 11. EB/EC or MB/MC in finance 12. EB/EC or MB/MC in government 13. Social EB/EC or MB/MC 14. EB/EC or MB/MC Portals 15. EB/EC or MB/MC Auctions 16. EB/EC or MB/MC search engines 17. EB/EC or MB/MC advertisement 18. ecrm or mcrm 19. EB/EC security 20. EB/EC in transport 21. EB/EC in art Consultations: Sergey Yablonsky, Tuesday, , room 415. General Course Requirements Mid-term project results: Pre-examination tutorial: Final credit Final exam results: Deadlines for submitting assignments (exercises, projects, presentations etc)

14 Assessment output All types of current assessment procedures (midterm assessment, paper, presentations, exercises and tests in the class, homework). Final assessment credit/project + exam (Magisters). Grading requirements (indicate the percentage of the course grade that each assignment will be worth) 20 % - fulfilment of tasks, 10% -paper, 10% -presentation, 60 % -midterm + final credit. Basic Reading (not more than 3 core textbooks + compendium) 1. Afuah, Allan, and Christopher L. Tucci (2003) Internet Business Models and Strategies: Text and Cases, 2nd Edition, The McGraw Hill Companies, Inc. ISBN Gary Schneider Electronic Commerce, Course Technology Ptr, Fourth Edition, 624 pages ISBN-10: , ISBN-13: Compendium on the course. Supplementary Reading