May 01, 2024  
2015-2016 Undergraduate Academic Catalog 
    
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2015-2016 Undergraduate Academic Catalog [ARCHIVED CATALOG]

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MS 363 - e-Business Marketing Strategies

3 lecture hours 0 lab hours 3 credits
Course Description
This course examines the business and marketing decisions a firm faces when attempting to establish an electronic business presence on the Internet. E-business involves more than just Internet sales transactions. It affects an organization’s infrastructure, marketing channels, customers, and supply chain. Focus is on what a manager needs to know about Internet infrastructure, strategy formulation and implementation, technology concepts, public policy issues, and capital infrastructure in order to make effective business decisions. The course covers emerging e-business models, developing an Internet strategy, using the Internet for customer relationship management, conducting business through the Internet, and establishing a Web presence. (prereq: MS 361 )
Course Learning Outcomes
Upon successful completion of this course, the student will be able to:
  • Understand Internet technoogies and how they are used to transform existing busiess processes
  • Identify and implement new business models that have emerged due to the Internet
  • Have the knowledge to integrate marketing plans and marketing communications techniques for an eBusiness venture including performance measurements
  • Achieve an awareness of the complex social, legal, and public policy issues affecting e-commerce and eBusiness
  • Develop a comprehensive eBusiness plan to establish a Web presence for an existing organization
Prerequisites by Topic
  • None
Course Topics
  • Scope of e-commerce and eBusiness
  • Internet technology and infrastructure
  • Payment technologies and security issues
  • Market opportunity analysis
  • Value proposition
  • Online business models
  • Customer Interface using the 7Cs of design
  • Marketing communications framework
  • Branding
  • Organizational structures for eBusiness
  • Integrative resource systems
  • Metrics
  • Website development process
  • Website architecture
  • Human and financial resource allocation
  • Media transformation
  • Public policy and related issues including ethics and legal issues
  • Knowledge management
Coordinator
David Tietyen


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