ELECTRONIC BUSINESS Spring 2006

* PLACE Marmara University-Göztepe Campus

* INSTRUCTOR : Prof. Dr. Şule Özmen

sozmen@marmara.edu.tr http://suleozmen.marmara.edu.tr

OBJECTIVE:

The objective of the course is to have a general understanding of e-business phenomenon and especially clarify the issues about e-commerce by introducing the basic concepts. A framework of e-business will be identified and on the basis of this framework, various aspects of this new business platform will be evaluated in general through the topics listed on the schedule of the course. Specifically, e-commerce will be identified and evaluated. New economy, e-business strategies, opportunities and threats, on line marketing, electronic customer relationship management, technical issues in general and security and payment systems are the basic topics to be covered. Our aim is to evaluate the necessity of e-commerce and analyse the basic necessary steps for initiating e-commerce -from managerial point of view- for companies producing either goods or services. World wide e-commerce applications, progress and potential of e-commerce for our country will be one of our main concerns.

COURSE APPLICATION & REQUIREMENTS

In every lecture hour a specific topic will be discussed in the class. Students should get prepared for the disscussions by visiting the given Web sites and searching the topics on Web. We will have two class discussions, two assignments, midterm exam and a final project.

TEXT BOOK:

E-Commerce by Kenneth C. Laudon and Carol Guercio Traver; 2001; Addison Wesley

REFERENCE LIST:

Efraim Turban; David King; (2003) Introduction to E-Commerce; Prentice Hall

Efraim Turban; (2002) Electronic Commerce, A Managerial Perspective; Prentice Hall

Ali Farhoomand, Peter Lovelock ; (2001); Global E-Commerce; Prentice Hall

Dave Chaffey; (2002); E-Business and E-Commerce Management; Prentice Hall

Steve Elliot; (2002); Electronic Commerce; John Wiley

GRADING

10 % Assigments (5 % each)

10 % Class Discussions (5 % each)

40 % Midterm Exam

40 % Final Project (30 % project report, 5 % Proposal,5 % Presentation of final project)

SCHEDULE OF E-BUSINESS COURSE

WEEKS & CALENDER	LECTURE TOPICS
1^st week	Introduction Overview of the topics
2^nd week	The New Economy, E-business, E-commerce Internet and globalization First-Mover Advantages
3^rd week	E-Business Hype: Myths and Realities For myths and realities please visit http://www.informationweek.com/712/12iumyt.htm
4^th week	Web site features. Type of information available on main page of the site, links to other pages or sites. Information, interaction, transaction stages of Web site
5^th week	E-Business Models ..........(1) B2B, B2C, C2C, C2B E-Commerce market mechanism Auctions
6^th week	E-Business Models ..........(2) Types of electronic markets: Electronic storefront, electronic mall, marketplaces, Information portals
7^th week	E-Marketing Consumer behavior, customer service, and advertising,
8^th week	Customer Relationship Management (CRM) One to one marketing and personalization Permission marketing
9^th week	Laws, ethics and cyber crime, privacy, abuse of Internet Internet Security
10^th week	Financial Services Payment Services Providing
11^th week	Student Presentations of Final Projects (1)
12^th week	Student Presentations of Final Projects (2)
13^th week	Student Presentations of Final Projects (3)

Assignment 1: General Web Site Features (5 %) Due date: 24 March

Visit shopping sites, portals, e-marketplaces, banks etc, and list the general features which a Web site should possess like about us, contact us FQA. Briefly explain by one or two statement the necessity of each of these features.

Class Discussion 1: 31 March

Class discussions will take place in class

Discuss E-business models, e-business strategies and verify the contribution of e-applications on achieving the objectives. You are expected to investigate different e-business models which can not be utilized unless there is connectivity provided by networks. Besides you should give examples from e-business strategies including functions like marketing, production etc.

Class Discussion 2: 28 April

Discuss the contradictory issues between privacy, customer relationship management and permission marketing

2 pages research about the concepts CRM, Permission marketing, Privacy define them by giving references Last page should be your interpretation

Assignment 2: 12 May

CRM, Data Warehousing and Data Mining

Do CRM applications over Internet need an establishment of warehouse and utilizing data mining techniques? Why and How? Explain by giving CRM application examples to show why datawarehouse is needed and how data mining techniques can be utilized for concerning CRM application

Midterm exam: ????? Date will be announced

Final Project and Presentations Due date:

Attention: Students are expected to give the topic of their projects and a brief proposal about what they are going to do. Due date of this progress report is the date of midterm exam. This is 5 % of the final project.

Due date of final project is the presentation date of the last group.

Projects should be prepared individidually. In last few weeks of the semester, students will present their studies in addition to handing over a written comprehensive project report document.

The subject of the projects can be as follows

· A start-up project of a new business on internet . You can establish a virtual company

· Evaluation of the company that you know or that you work for or that you would like to examine. Analyse the company with respect to e-business initiatives and inhibiting factors and develop the e-transformation strategies. Transformation process of Small and Medium Enterprises (SMEs) is preferred as you have the opportunity to make contributions to their e-business transformation

Evaluate a Turkish enterprise by evaluating its Web site. You better choose a SME to make contribution to their e-business strategies development process. You are expected to describe their e-business activities first and then make comments on further applications.

Sources that you can use:

· Visit the Web site of the company thoroughly

· Access to the supplementary materials about the company by searching through search engines like Google. You can access news, information about them, check whether they are members of e-marketplaces.

· You can e-mail them and ask some more information if you need or visit and make interview.

Objective of the evaluation:

· Products/services they offer

· Main activity, revenue models

· Whom they are serving

· You are also expected to criticize to what extent they seem to be successful in achieving their goal by being present on the Web and by accomplishing e-applications

Written presentation format of your projects

Business definition and business model: In this section, the reason of the existence of the organization is expected to be mentioned. You should focus on the reason of its establishment and the goal of the organization. Evaluate the mission and vision of the company and develop if they are lacking. State the reason why they should be an e-business or transform themselves to e-business.

Products/services they offer: Explain their offers. Which products and services they offer. How they offer. What are the services they offer for Internet user to ease transactions.

Assessment of e-transformation stage of the company

In this section you are expected to place the organization in one of the following stages by evaluating their Web site thoroughly.

1-a-Information provider: Web presence is rather for providing various information to the user and visitor. There is no interaction or transaction over the Web.

b-Interaction: Existence of features providing interaction with the users. These users may be customers or suppliers.

c-Transaction: Providing transaction opportunity, on line buying and selling, payment systems, real time tracking of orders, monitoring stcok levels etc.

Comments ans contributions: After describing the business you are expected to make contribution in terms of what else they need to do to succeed in cyber world.