Course Description
Learning Objectives
Text Book
Classes may involve lectures, videos, small group exercises, discussions, and
presentations. Students are expected to attend class, participate and contribute to
discussions, and keep up with e-business news.
Also, I would like to assure you that this course is an introductory course for e-
commerce. So do not panic!!! Although we will use English as a main
communication tool in class, we will also incorporate Korean to make sure that you
can fully understand the basic theories and concepts of the course. (Note: In this
class, two terms, e-commerce and internet business, are used interchangeably).
Class Participation
I assume you are taking this class because you are truly interested in E-Commerce,
and are seeking to develop your skills and understanding. This will require active
participation on your part, both in class and outside of class. Because of the nature
of the subject, we should be able to learn a lot from each other. In other words,
this course will be based on a high degree of "member-produced content.
* Attendance Policy: Attendance will be taken each class. No more than 3 absences
are permitted. Each additional unexcused absence will result in a 5 point lowering
of your final grade. In addition, 3 times late arrivals to the class will be counted as 1
absence.
100%
2
Changes
E-Commerce is extremely dynamic. This course syllabus and schedule are subject to
change pending notification in class.
Exams Description
The two exams (Week 8 and Week 15) will cover material from class lectures
and discussion, the textbook, and other readings. They will primarily consist of
questions in multiple choice or short answer format.
This personal mini project provides you with the opportunity to systematically
compare a foreign case and a domestic case. At the end of each chapter of the
textbook, there is a case study that reflects the weekly topic of the course. For
this project, (1) you will choose ONE chapter that interest you the most, (2)
read and analyze a case study that is introduced in the textbook, (3) find a
similar domestic (i.e., Korean) case, and (4) compare the two cases for
differences and similarities in terms of their respective market environment
and surviving strategies.
Topics for the choice will be selected on Week 2. The presentation must be
delivered on the day when the chapter is covered.
The first section, Background Analysis must describe (1) a summary of the
textbooks case study (2) an introduction of a chosen domestic case (3) your
rationales for choosing the cases.
The first section, Market Analysis must describe (1) its marketing environment,
(2) its main customer market, (3) its marketing mix, and (4) two or three of its
major competitors. Tools such as SWOT analysis and STEP analysis may be
applied. Primary and secondary research is expected. References are expected.
The second section, E-Commerce Rationale must present why the company or
organization should increase and improve its e-commerce activity, given the
particular nature of its marketing environment. You are expected to explicitly
draw on theories and concepts presented in class and in your readings, and to
apply them to the company's particular situation.
The final section, E-Commerce Critique and Recommendations must include (1)
critique of the company/organization's website and apparent e-commerce
activity, and (2) recommendations for improvement.
A detailed implementation plan is not expected, but you should provide enough
specifics to make the proposal a substantial foundation for practical follow-up
with the company. (This is especially important to those of you who aspire to
be successful e-commerce consultant!)
4
In-Class Presentation Criteria
The In-Class Presentation is an important opportunity for you and your group to
demonstrate your e-commerce understanding. The personal mini project
presentation should take about 15 minutes, leaving time for 5 minutes of
question and discussion. The group project presentation should take about 20
minutes following the same criteria. The presenters are expected to
demonstrate good organizational and verbal communication skills, using
appropriate audio and visual aids and technology.
Credit will be given for up to 3 reports; each report will earn 2 points and
added to your final numeric grade.
5
Week Weekly Lesson Plan Chapter
3 Infrastructure CH 2
The Internet and Technology
4 Business Models for Internet Business CH 2
8 Midterm Exam
9 E-Commerce Advertising II CH 7
11 Online Media: CH 9
Publishing & Entertainment Industry
12 Social Networking, Communities, & Actions I CH 10
15 Group Presentations
16 Final Exam