E Business
E BUSINESS1
This training will expose students to a variety of issues facing managers who are involved in eBusiness initiatives. A major objective of this course will be to emphasize the use of sound strategic analysis techniques in assessing opportunities or operations within an online environment. Towards that end several business cases will be used to expose students to a variety of situations involving eBusiness issues in start-ups as well as established firms in various industries. Although the course is focused on companies which are involved in eBusiness initiatives, the issues explored are not necessarily focused on information technology. The fundamentals of case analysis (e.g. financial analysis, managerial accounting principles, and strategic analysis) will be emphasized in analyzing cases.
This training covers three major courses: 1. E-Commerce (30 hours); 2. Online Business Management (30 hours); 3. Case Studies in E-Business (20 hours).
1. E-Commerce (30 hours)
Course Description
This course enables students to understand three major driving forces behind e-commerce: business development and strategy, technological innovations, and social controversies and impacts. Topics include marketing products on the Internet, systems integration, virtual organizations, electronic payment systems, privacy and security concerns, intellectual property, customs and excise issues, emerging issues in telecommunications, and Internet issues where government regulation has been contemplated.
Prerequisite: None
Description of Modules
| Chapter 1 | E-Commerce business models and concepts |
| Chapter 2 | E-Commerce infrastructure: the internet, web, and mobile platform |
| Chapter 3 | Building an e-commerce presence: websites, mobile sites, and apps |
| Chapter 4 | E-commerce security and payment systems |
| Chapter 5 | e-commerce marketing and advertising concepts |
| Chapter 6 | Social, mobile, and local marketing |
| Chapter 7 | Online retail and services |
| Chapter 8 | Online content and media |
| Chapter 9 | Social networks, auctions, and portal |
| Chapter 10 | B2B e-commerce: supply chain management and collaborative commerce |
2. Online Business Management (30 hours)
Course Description
This course is a research and project course where students will prepare a business proposal for a company that wishes to market products or services on the Internet. A complete strategy for online business will include market research, a cost-benefit analysis, coverage of technical and operational issues such as logistics and promotion, legal requirements, and human impact issues.
Prerequisite: E-Commerce or equivalent.
Description of Modules
| Chapter 1 | Introduction to e-business plan |
| Chapter 2 | Brainstorming and goal analysis |
| Chapter 3 | Audience analysis and priority analysis |
| Chapter 4 | Project management overview |
| Chapter 5 | Launching a successful on-line business |
| Chapter 6 | Building e-commerce application and infrastructure |
| Chapter 7 | Implementation plans, schedule, and milestones |
| Chapter 8 | Content management, site maintenance, and site evolution |
| Chapter 9 | Online marketing and advertising: website and host metrics |
| Chapter 10 | Return on investment |
3. Case Studies in E-Business (20 hours)
Course Description
This course encourages the student to examine current case examples of internet trade and e-business. The course combines research and projects and is based on team participation and case studies. Case Studies will include success stories, failures and new and evolving business.
Prerequisite: Online Business Management or equivalent.
| Case 1 | Google – searching the world |
| Case 2 | eBay – the world’s auction place |
| Case 3 | Cars4u |
| Case 4 | BlackBerry |
| Case 5 | Airbnb |
| Case 6 | TD Canada Trust |
Marking Scheme
This course has in-class exercises weights 25%, assignments weighs 50%, and one final project weigh 25% toward the final grade.
Instructors have the discretion to make changes to the marking scheme deemed necessary. For details, please refer to individual class syllabus.
Grading scale:
| A | 94 – 100% | C+ | 75 – 79% |
| A- | 90 – 93% | C | 70 – 74% |
| B+ | 86 – 89% | D | 60 – 69% |
| B | 83 – 85% | F | 0 – 59% |
| B- | 80 – 82% |
Total Training Hours: 80 hours
Training Frequency: 3 hours at one time; twice a week; schedule with trainers
Training Duration: 14 weeks
Delivery Method: On-Campus or On-Sit (send trainers to participants’ workplace)
Tuition Fee: $3600.00
Instructors / Trainers: Jeff Chiang / TBA
Class Capacity:
· On-campus Training: Maximum 15 students per class
· On-site Training: Maximum 10 students
E BUSINESS 2
This intensive training will expose students to advance level of e-business that utilises extensive research, strategic frameworks, a methodological toolset and original real-world case studies to link e-business to overall corporate strategy. It builds awareness and sharpens students' analytical understanding of how companies have developed and implemented electronic and mobile commerce strategies in the real world and the issues and challenges that e-commerce strategies and applications present.
This training covers three major courses: 1. E-Business Strategy I (24 hours); 2. E-Business Strategy II (24 hours); 3. Case Studies in E-Business Strategy (32 hours).
1. E-Business Strategy I (24 hours)
Course Description
This course enables students to understand and build the e-business strategy framework by using a systematic approach that helps students to analyze the external and internal environments of e-business. Topics include the five forces framework, the trends in the macro-environment, the segmenting markets and targeting market in e-business, the internet-impacted value chain, the fundamentals of competitive advantage in e-business, the landscape of strategy options for e-business, the ICDT framework, and the sustainable competitive advantage for e-business.
Prerequisite: E-Business I or equivalent.
Description of Modules
| Chapter 1 | The evolution of e-business |
| Chapter 2 | Overview of the e-business strategy framework |
| Chapter 3 | External analysis: the impact of the Internet on the macro-environment and on the industry structure of e-business companies |
| Chapter 4 | Internal analysis: e-business competencies as sources of strengths and weaknesses |
| Chapter 5 | Strategy options in e-business markets |
| Chapter 6 | Sustaining a competitive advantage over time |
| Chapter 7 | Exploiting opportunities of new market spaces in e-business |
2. E-Business Strategy II (24 hours)
Course Description
This course is the second part of E-Business Strategy that gives the student to create and capture value through e-business by using the value-process framework. Students will learn to choose the appropriate strategy for internal organisation of e-business, for interaction with suppliers, and for interacting with users. Students will be able to create a roadmap for e-business strategy implementation and apply the optimum strategies in their most immediate business challenges.
Prerequisite: E-Business Strategy I or equivalent.
Description of Modules
| Chapter 1 | Creating and capturing value through e-business strategies: the value-process framework |
| Chapter 2 | Choosing the appropriate strategy for internal organisation of e-business activities |
| Chapter 3 | Choosing the appropriate strategy for interaction with suppliers |
| Chapter 4 | Choosing the appropriate e-business strategy for interacting with users |
| Chapter 5 | Moving from wired e-commerce to mobile e-commerce |
| Chapter 6 | A roadmap for e-business strategy implementation |
| Chapter 7 | Strategy in action |
3. Case Studies in E-Business Strategy (32 hours)
Course Description
This course encourages the student to build e-business competence through concepts, frameworks, and cases. Students will upgrade their creativity and analytical ability from case studies as a context for the analysis of e-business issues, the application of e-business concepts, and the creative e-business strategies. The course combines research and projects and is based on team participation and case studies.
Prerequisite: E-Business Strategy II or equivalent.
Description of Modules
| Case 1 | From A(pples) to Z(oom lenses): extending the boundaries of multichannel retailing at Tesco.com |
| Case 2 | IBX (Northern Europe): expanding B2B e-purchasing from indirect to direct goods and services |
| Case 3 | Nettwerk: digital marketing in the music industry |
| Case 4 | NTT DoCoMo (Japan): moving from a mobile phone operator to a lifestyle service provider |
| Case 5 | From e-banking to e-business at Nordea (Scandinavia): the world’s biggest clicks-and-mortar bank |
| Case 6 | Ducati (Italy) vs. Harley-Davidson (USA): innovating business processes and managing value networks |
| Case 7 | American Well – the doctor will e-see you now |
| Case 8 | M-PESA (Kenya): mobile financial services for the financially excluded in society |
Marking Scheme
This course has in-class exercises weights 25%, assignments weighs 50%, and one final project weigh 25% toward the final grade.
Instructors have the discretion to make changes to the marking scheme deemed necessary. For details, please refer to individual class syllabus.
Grading scale:
| A | 94 – 100% | C+ | 75 – 79% |
| A- | 90 – 93% | C | 70 – 74% |
| B+ | 86 – 89% | D | 60 – 69% |
| B | 83 – 85% | F | 0 – 59% |
| B- | 80 – 82% |
Total Training Hours: 80 hours
Training Frequency: 3 hours at one time; twice a week; schedule with trainers
Training Duration: 14 weeks
Delivery Method: On-Campus or On-Sit (send trainers to participants’ workplace)
Tuition Fee: $3600.00
Instructors / Trainers: Jeff Chiang / TBA
Class Capacity:
· On-campus Training: Maximum 15 students per class
· On-site Training: Maximum 10 students
