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Introduction
The
ability to reach worldwide customers with multimedia interactive
communication media makes E-commerce one of the hottest buzzes during
the past couple of years. Online business has unique strengths and
weaknesses when compared to its conventional off-line counterpart. Until
recently, almost all online business were greeted with the warmest
welcome by the financial and business industry, reaping profits and
cashes from the stock markets, not from their operations. With millions
of websites now entering the cyberspace, the financial and investment
community now has become much more sensible and selective, as evident by
recent failures of so many major websites. Only online business that is
created from a solid business and marketing concept will survive.
This
course is aimed at providing the students with an insight into the
Online business development process starting from the most fundamental
stage until the website is generated and successfully launched into the
market. A detailed investigation into all concerned elements together
with numerous real-world websites will be discussed during the course.
Each students is expected to able to identify and develop an Online
business model based on sound business and marketing fundamentals as the
semester project.
Contents
The
following description provides a general overview of topics covered by
the course.
Introduction to the topic
The
decision to step into the Internet using this new medium as a marketing
tool requires a sound understanding of its nature and function in
today's business environment. This section provides an overview of the
internet and its "child" and explains the trends to be expected over the
next years.
* What is
the Internet
* The 7
Cybertrends
* What is
eBusiness
Business
Aspects
The
Internet is about business, not technology. This section outlines the
underlying business aspects of any Internet approach and explains why
business strategies, business processes and corporate strategies are the
cornerstones of a successful Internet business.
* Why we
lose or win customers
* Customer
Relationship Management (CRM)
* Trends
in traditional business and impact of the Internet
* Market
Strategies
* The 9
Performance Variables
* Sales
and Marketing in the Internet
Technology
Aspects
Successful
Internet business requires solid and reliable technology. The decision
for the "right" technology must cover business needs and technological
requirements alike. This section outlines the main considerations
concerning technology management and the general IT architecture.
*
Technology Management
* IT
architecture
Strategy
Aspects
Companies
must carefully consider their Internet approach before entering the
Cyberworld. The choice between a "simple" information site, B2B, B2C or
C2C services demands for a diligent analysis. This section discusses the
pro's and con's of such strategies.
*
Corporate Sites
* Business
to Business (B2B)
* Business
to Customer (B2C)
* Customer
to Customer (C2C)
Realization
The actual
production of the site and its pages follows the strategic business
decisions and must deliver on real results. This section discusses
different ways and tools to design the page in a way to attract
customers and keep them on the site as long and as often as possible.
* Planning
and Concept
* Content
Management
* Design
* Online
Shops
* Web
Portals
* eMail
Marketing
*
Newsletters
* Virtual
Sales Assistants
Implementation
Business
alignment and process-oriented implementation are the key words for
successful realization of the Internet marketing approach. This section
explains particular steps of an implementation and the impact on a
company's business.
* Project
Contents
* Process
oriented Implementation
*
Controlling and Maintenance
The
Internet Marketing Plan
The
complexity of the Internet Marketing requires a proper planning. This
section provides students with a guideline and checklist when producing
the Internet Marketing Plan.
* Business
Overview
* Market
Statistics
*
Communication Strategies
*
Marketing Task Force
*
Marketing Program Implementation
*
Marketing Budget
Remarks
The
instructor wishes to encourage creative thinking and participation from
the students in order to make this class an “active” class. |
