E-Commerce and E-Marketing in Today's World
|Course Number:||BUSADMIN 3240|
|Course Name:||E-Commerce and E-Marketing in Today's World (Online)|
|Course Description:||This course will cover how a business can market its products, services and ideas using Internet technology. Topics will include - but will not be limited to - e-commerce as part of the marketing mix, search engine optimization, selling through the Internet, social networking, blogs, measuring results of the e-commerce strategy and e-mail as permission marketing.|
|Prerequisites:||BUSADMIN 2630 or AGBUS 2430|
Bachelor of Science in Business Administration
Bachelor of Science in Criminal Justice
NOTE: The information below is representative of the course and is subject to change. The specific details of the course will be available in the Desire2Learn course instance for the course in which a student registers.
Upon completion of this course, you will be able to
- Develop an e-commerce strategy.
- Explain the most important tools that are used in e-commerce.
- Design an e-commerce project utilizing current Internet tools.
- Set a budget, measure results, analyze ROI, evaulate analytics and apply financial analysis to an e-commerce strategy. This leads to producing deliverables that work!
- "Learned how to learn," that is, be able to take new tools and new strategies and implement them to achieve a desired result.
Course Organization and Assignment Descriptions
Unit 1: Introduction and Business Model
The first unit of this class covers the big picture of e-commerce and e-marketing. The Internet continues to evolve and we are into Web 3.0. New technologies roll out on a daily basis (or so it seems) and these technologies continue to evolve. For example, Pinterest has moved into the top 10 social media websites recently. No one had even heard of Pinterest a short time ago.
The way consumers use technology is changing as well. The rise of smart phones and tablet computers has changed the landscape of e-commerce and e-marketing. Devices will continue to evolve and create new opportunities. The successful e-marketer will harness the power of these devices and technology to achieve marketing objectives. Change is a constant and the successful e-marketer is continually adapting and changing.
All this change means that business models change as well. It is important that you understand the outcomes listed for the first unit. They set the stage for the remainder of the class.
Unit 2: E-Technology
The second unit of this class is very technical in nature. A marketer can have great online strategies and tactics but they need to be accessible and perform for the actual customer. Complicating this are the issues that occur with intellectual property, security, fraud, and unethical activities. A general understanding of the technology is needed so the marketer can work with designers/programmers/technical staff to design and implement the online strategy.
Once the programming is done, the online offering (website, social media, video, email, content, search, ads) goes "live" and is accessible to the market. Marketers and programmers need to work together to ensure that marketing objectives are achieved.
Mistakes can be very damaging to the business and the brand. For example, large retailers such as Target and Home Depot have had data breaches that damaged their brand.
The online environment is constantly changing in the competition, legal, regulatory, socio-cultural, and economic areas. Most notably, the technology for online e-Commerce/e-Marketing is constantly changing and marketers need to stay current and work closely with the technical side to achieve the business objectives.
Unit 3: E-Marketing
Once we have the business model, key strategies, and technology in place, we move into the actual development of the online marketing strategy.
We start with identifying the target customer and how they behave. One of the key advantages of marketing online is that we can measure every visit to the online offerings and track the results of the visit. We can follow the customer's activities while they are on our online platforms.
To this end, designing effective websites is a critical aspect of our online strategies. Once the website is developed, we can work on the content, search, e-commerce, advertising, social media, and other tool integration.
The marketer needs to be aware of and address the key ethical issues of intellectual property, privacy, security, and fraud. The ethical environment online is constantly changing. This unit will cover the issues that marketers will encounter online.
Unit 4: E-Commerce
Unit 4 covers online retail opportunities, content, media, social media, B2B, and supply chain applications. These areas wrap up the subject matter study of e-Marketing/e-Commerce. Aligning these areas with previously covered subject matter (such as business models) serves as a capstone exercise in the discussions.
The last unit of this class wraps up with actual development and implementation of the online strategy with the project. The students will complete their website and integrated marketing plan to drive traffic to their online offering.
Grading Criteria for Activities
*Points reflect the total for individual assignments, with the exception of the Twitter and Facebook posts.
|Quizzes (11 @ 10 pts. each)||110 points|
|Discussions (8 @ 20 pts. each)||160 points|
|Dropbox (9 @ 15 pts. each)||135 points|
|Twitter (10)||25 points|
|Facebook (10)||25 points|
|A||92% - 100%|
|A-||89% - 91%|
|B+||86% - 88%|
|B||83% - 85%|
|B-||80% - 82%|
|C+||77% - 79%|
|C||72% - 76%|
|C-||70% - 71%|
|D+||68% - 69%|
|D||60% - 67%|
|F||0% - 59%|