E-Commerce and Marketing Technologies

The course is a complete review of the key business and technologies related to doing business on the Internet ? commonly referred to as e-Commerce or e-Business. The business aspect of e-Commerce will be discussed from a Marketing perspective, utilizing both Michael Porter and Phillip Kotler?s theories and principals of markets and marketing, respectively and will include the history as well as the future trends and directions. The course is designed to follow the business model methodology which will give context to the technical discussion. A basic understanding of business and marketing is assumed. Throughout the course there will be exercises to evaluate the students understanding of how the technology enables business to operate efficiently using the Internet as well as providing a competitive advantage. A final team project, which is developed by the students throughout the course, will be presented at the end of the course to demonstrate the student?s mastery of the topics presented. The purpose of the course is to give students an introduction to all aspects of what is required to do business on the Internet and to understand the motivators for leveraging e- Commerce. The course will use practical lessons and situations to demonstrate how these technologies are applied to achieve particular benefits, including what to avoid. By the end of the course, students should be able to participate actively in a discussion of how to apply these technologies strategically and to access which efforts should be pursued as a priority, related to marketing goals and objectives. The course should provide the students with the working knowledge necessary to actively participate in a discussion about where and how a business can and should leverage e-Commerce to improve its operation and competitive advantage.