Introduction to E-Business and Online Commerce

Course Objective

Learning Outcomes

By the end of this course, students will have developed foundational skills to analyze, design, and manage e-commerce operations effectively, utilizing digital tools to innovate and compete in the evolving online marketplace.

Bridging Theory & Practice

Knowledge: Demonstrates theoretical and empirical knowledge concerning relevant areas in international business administration.

After successfully completing this course, students can:

• Explain current e-business practices, developments, and challenges.
• Understand relevant e‐business theories from information systems.

Application: Can propose solutions to international real-life business problems by applying relevant theories and methodologies.

After successfully completing this course, students can:

• Apply theories to e‐business challenges and decision-making.
• Explain the impact of e‐business on traditional business practices and the creation of new business models.

Course Content

Course Overview

This course provides an in-depth understanding of the dynamics of e-business and online commerce, emphasizing strategic and operational insights through structured lectures.

Course Content

1) Foundations of Digital Commerce:

• Core definitions: e-commerce vs. e-business
• Technological foundations: cloud computing, APIs, digital platforms, security technologies
• Market dynamics and trends: mobile commerce, social commerce, emerging tech impacts
• Challenges and opportunities in e-commerce

2) Service Design:

• Core concepts of service design
• Service blueprint methodology
• Principles of designing effective digital services

3) Digital Platforms:

• Definition and types of digital platforms (innovation, transaction, information platforms)
• Mechanisms driving platform success: network effects, scalability
• Key considerations in platform governance and monetization

4) Business Models & Revenue Models:

• Components of business models: customer segments, value propositions, revenue streams, channels
• Revenue model types: subscription, freemium, transaction-based, advertising-based
• Analyzing real-world examples (e.g., Spotify, Instagram)

5) Marketing & Gen Z:

• Key marketing concepts: digital marketing channels, consumer decision-making process
• Gen Z marketing strategies: micro-influencers, user-generated content, ethical marketing
• Creating a digital marketing strategy

6) Data, Privacy, Security & Ethics:

• Types of data used in e-commerce (behavioral, transactional, PII)
• Core concepts of data privacy and security (GDPR, CCPA)
• Ethical considerations in handling customer data and preventing breaches

7) Emerging Technologies:

• Characteristics and business impact of emerging technologies
• The Metaverse and its e-commerce implications
• Artificial Intelligence and automation in e-commerce: personalization, predictive analytics, operational efficiencies

8) Multi-Level Marketing & Influencers:

• MLM structure, benefits, risks, and ethical concerns
• Influencer marketing: roles of micro and macro-influencers, ethical implications, regulatory considerations

Additional Information Teaching Methods

Lectures:

• Contact Hours: 2 hours per week
• Attendance: Highly recommended
• Details: Lectures will provide theoretical frameworks, real-world examples, and guest speakers from industry when applicable.

Tutorials/Workshops/Group project:

• Contact Hours: 20-minute individual consultation slots within a blocked timeframe per week
• Attendance: Mandatory (minimum of three sessions required)
• Details: Individual consultations to support students in their group projects and provide tailored guidance.

Method of Assessment

Individual Assessment: Reflection and Video

Students will find a relevant TikTok/reel/YouTube short aligned with lecture content, reflect on the chosen content, and create a "learning nugget" to demonstrate understanding and analytical capability.

Group Assessment: Presentation

Students collaboratively develop a digital business idea for either

a) Start-up concept
b) Sustainable cause aligned with an SDG

Groups will deliver a comprehensive proposal through:

• Market research
• Service design (user journey, wireframes/mockups)
• Revenue model justification
• Marketing strategy including digital channels

Final deliverable: a 10-minute voice-over PowerPoint and a 3-minute pitch video

Entry Requirements

Literature

Additional Information Target Audience

Course Registration

Tutorial Enrolment: Tutorials will require signing up on an individual basis. Students will have a block of a 2-hour slot in their schedule but will attend only a 20-minute personalized consultation. Specific details will be provided during class sessions.