Faculty of Business: Marketing
Credit points: 6 cp

Subject level: Undergraduate

Result Type: Grade and marks

Requisite(s): 24108 Marketing Foundations
These requisites may not apply to students in certain courses.
There are also course requisites for this subject. See access conditions.

Handbook description

This subject introduces emerging electronic business environments. It presents an overview of the technological elements of electronic environments using the Internet as an exemplar for emerging electronic business initiatives within the World Wide Web. It emphasises the ways in which organisations are rethinking their building of customer relationships and explores, at an introductory level, the legal, social and organisational issues related to the development of virtual communities and corporations within emerging electronic environments.

Subject objectives/outcomes

On successful completion of this subject students should be able to:

1. Understand the nature and scope of electronic business.
2. Understand assessment, implementation and valuation of electronic business models and initiatives.
3. Understand an overview of electronic infrastructure.
4. Demonstrate awareness of contemporary electronic business developments.
5. Develop and analyse a basic business-oriented website.

Contribution to graduate profile

This unit introduces students to emerging electronic business environments. An overview of the technological elements of electronic environments is presented. Using the Internet as an exemplar for emerging electronic business, students are introduced to electronic business models, concepts and tools. Students will gain substantial first-hand experience in researching, communicating and developing their own electronic business initiatives within the World Wide Web. There will be emphasis on organisations rethinking ways that they build relationships directly with customers. Students will explore at an introductory level legal, social and organisational issues related to the development of virtual communities and corporations within emerging electronic environments.

Teaching and learning strategies

The subject uses lectures, workshop discussions and exercises to allow students to build their understanding of the impact of electronic business on organisations. Students will be asked to develop electronic business initiative by the means of preparing a Customer Interface Project. Workshop discussions will encourage students to explore current electronic business issues and developments. Regular in-class tests throughout the semester will facilitate learning and knowledge integration. The UTS web-based communication tool (UTS Online) will be used to share information and encourage interaction between staff and students.

Content

• Introduction to E-Commerce and business frameworks
• Converged digital technology infrastructure and capital infrastructure
• Definition, evolution and evaluation of business models and analytical frameworks
• Customer Interface development and implementation
• Evolution of B2B marketplaces and systems
• E-Business marketing information infrastructure including the framework for 'marketing knowledge', one-to-one marketing, customer relationship management (CRM)
• Legal and regulatory issues associated with public infrastructures
• Emerging e-business technologies, issues and scenarios.

Assessment

Seminar Topic Presentation (Group)	10%
All students will be placed in groups of 2-3 students to deliver one Topic Presentation nominated from the Seminar List. The Lecturer will determine the scheduling of Seminars based on the number of Groups and Seminar Topics selected. This addresses objectives 1, 2, and 4.
Project Report (25% Individual and 20% Group)	45%
The Electronic Business Interface Project is designed to enable students to design and prototype an effective Electronic Business Interface, plus to develop a functional specification or requirements document to pass onto a Technical Group for implementation. The four stages to the Project are: Stage 1 – Website Design Proposal (Individual - 5%) Stage 2 – Website Prototype (Individual - 20%) Stage 3 – Customer Interface Analysis Final Report (Group - 15%) Stage 4 – Customer Interface Analysis Presentation (Group - 5%) This addresses objectives 2 and 5.
In-Class Tests (Individual)	45%
In-Class Tests will be spread through the tutorial program and are designed to test the student's knowledge and understanding of concepts and issues progressively and close to appropriate lecture topics. This addresses objectives 1–4.

The assessments will be secured through a combination of peer assessment of individual contributions, updating of assessment tasks across semesters and/or plagiarism detection software.

Recommended text(s)

Rayport, Jeffrey F., Bernard J. Jaworski (2004), Introduction to E-Commerce – 2nd Edition, McGraw-Hill Irwin/MarketspaceU, Boston.

Pattinson, Hugh (Ed.) (2004), Business And Marketing For The Digital Economy: Readings, UTS Printing Services, Sydney.

Indicative references

Carr, Nicholas G. (Ed.)(2001), The Digital Enterprise, Harvard Business School Press, Boston.

Greenberg, Paul (2001), CRM At The Speed Of Light, Osborne McGraw-Hill, Berkeley Ca.

Pattinson, Hugh M., David R. Low (Eds.)(2003), E-Business Marketing, McGraw-Hill Custom Publication, Sydney.

Strauss, Judy, Adel El-Ansary, Raymond Frost (2003), E-Marketing – Third Edition, Prentice Hall, Upper Saddle River NJ.

Turban, Efraim, David King, Jae K. Lee, Dennis Viehland (2004), Electronic Commerce 2004: A Managerial Perspective (3rd Edition), Prentice Hall International Inc., Upper Saddle River NJ.