E-Business Module Guide

Business School

Business School Undergraduate Courses Module Number: Module Title:

U50034

E-Business

Module Guide

Semester 2, 2010-11 Module Leader: Dr Diana LimburgRoom: C130 (Wheatley) Telephone: 01865 485939 Email: [email protected]

Business School, Oxford Brookes University

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CONTENTSContents ......................................................................................................................... 2 Module introduction ......................................................................................................... 3 Semester plan synopsis .................................................................................................. 4 Module syllabus .............................................................................................................. 7 Recommended reading list.............................................................................................. 9 Upgrade Study Advice Service ................................................................................... 12 Week 1 Introduction to e-Business ............................................................................. 13 Week 2 Guest lecture: The Digital Economy (by Chris Blake) (TBC) .......................... 14 Week 3 e-Marketing ................................................................................................... 15 Week 4 Guest lecture: e-Retailing (Stephan Saunders) ............................................. 16 Week 5 Business to Business (B2B) .......................................................................... 17 Week 6 Webdesign .................................................................................................... 18 Week 7 Guest Lecture Web Analytics by from Site Intelligence (TBC) .................... 19 Week 8 Intranets: eBusiness inside the organisation ................................................. 20 Week 9 Guest lecture e-Government (Dr Bernard Gudgin) ........................................ 21 Week 10 M-commerce ............................................................................................... 22 Week 11 Teleworking: how internet changes the way we work .................................. 23 Week 12 Hand-in of individual assignment ................................................................. 24 Assessment details ....................................................................................................... 25 Coursework................................................................................................................... 26 Task 1: eBusiness Background report and presentation (group work 15 marks) ........ 27 Task 2 eMarketing report and presentation (group work 15 marks) ......................... 31 Group Coursework (task 1 and task 2) - Card System for e-Business ........................... 35 Task 3 Individual integrative report (individual work 70 marks) ................................ 38 Regulations ................................................................................................................... 44 Cheating ....................................................................................................................... 46 A note on equal opportunities and diversity ................................................................... 47 Student evaluation of the module .................................................................................. 49 Appendix 1 Assessment criteria grid .......................................................................... 50

Module Guide eBusiness 2010-11S2


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MODULE INTRODUCTIONIntroductionInformally, and rather inaccurately, e-business is doing business over the Internet. A business person must have been blind and deaf over the last few years not to have noticed the interest in all things e: the Internet, the World Wide Web, e-commerce, e-business, eretailing Management gurus have proclaimed the birth of the Information age or the New Economy. Dot.com enterprises arrived, grew phenomenally, and in many cases collapsed equally spectacularly1. Most companies now have a website. Now that a lot of the early hype has subsided and e-business is becoming more of a mainline business activity it seems therefore a good time to attempt a cool, critical appraisal of the current and potential use of Internet technology in business. This is what U50034 Ebusiness tries to do.

Past student comments on the module

Good introduction to e-business. Good to collaborate with a wide range of students. Too many students. An interesting new topic, well presented.

Module leader contact detailsName: Room: Telephone: eMail: Office hours: Dr Diana Limburg C130, Wheatley Campus 01865 485939 [email protected] TBA please check PIP for updates

Seminar leader contact detailsPlease write these down during your first seminar Name: Room: Telephone: eMail: Office hours: _______________________________________ __________, Wheatley Campus 01865 48_______ [email protected] _______________________________________

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For example, eToys, an online Toy retailer went bankrupt in 2001 with major debts. eToys had grown from nothing to a peak stock market valuation of $10 billion.



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SEMESTER PLAN SYNOPSISWeek/ Date 1 Topic for the Lecture Introduction to e-Business Seminar activity Deadlines & homework Brookes Virtual and Wiki Selection of the organisation (each organisation can only be used by one group) should be announced on Brookes Virtual Adding links to background material on wiki (ongoing)

Exercise on eBusiness models (Rappa) Teams to be formed for teamwork during the seminars and for assessed exercises Explanation of first coursework Explanation of use of wiki

Each group needs to select an organisation that will be central in their work. Each group prepares a short report on the e-business background of their chosen organisation and prepares a short presentation (see assessment section for more details). Deadline: the seminar in week 4 Read Radiohead case study for next week (seminar guide)

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Guest lecture The Digital Economy by Chris Blake

Radiohead case study. Impact of Internet on industry Apply SWOT, P5F, PESTEL etc. (business background) Use of wiki

Each group needs to select an organisation that will be central in their work. Each group prepares a short report on the e-business background of their chosen organisation and prepares a short presentation (see assessment section for more details). Deadline: the seminar in week 4 Prepare case study for next week (seminar guide)

Add choice of organisation to Brookes Virtual if not done before Sections on different aspects of business background added to wiki

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eMarketing

eMarketing case study/exercise

Presentations/report due next week.

Continuous use of wiki to share sources and develop report and presentation Business background report and presentation added to wiki (compulsory)

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Guest lecture e-Retailing Stephan Saunders

Minipresentations of each team on eBusiness Background Peer feedback on presentation (no presentation/ feedback = 0 marks; all members need to participate)

Hand in of e-business background report and slides (will be marked for 15% of mark) Peer feedback on presentation (handed to presenting group) Prepare case study for next week (seminar guide) Start work on eMarketing report and presentation (deadline week 7) Continue work on eMarketing report and presentation (deadline week 7)

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Business-toBusiness (B2B)

B-Webs exercise (B2B)

Continuous use of wiki to share sources and develop report and presentation



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Lecture Webdesign

Webdesign analysis examples of good, mediocre and bad design.

Tutor feedback and mark on business background report/slides handed back Continue work on eMarketing report and presentation (deadline next week) Hand-in of report on eMarketing All students are required to attend the seminar to provide the peer feedback Prepare peer feedback on report for next week

Continuous use of wiki to share sources and develop report and presentation.

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Guest lecture Web Analytics Site Intelligence

Mini presentations of eMarketing report Peer feedback on presentation (no presentation/ feedback = 0 marks; all members need to be present)

eMarketing report and presentation added to wiki and BV (for peer feedback).

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Intranets: eBusiness inside the organisation.

Briefing session for individual assignment;

Group puts feedback from peers (both on presentation and report) on wiki, and adds their comments/response to this. Tutor feedback and mark on business background report/slides handed back. Work on Individual report Work on Individual report. Individuals use the material collected on wiki as input for their report. Individuals use the material collected on wiki as input for their report.

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Guest lecture eGovernment Dr Bernard Gudgin M-commerce

eGovernment debate how good is your country? M-commerce exercise

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Easter Break 2 weeks 11 Teleworking: Internet changing the way we work Question session for the individual assignment Work on individual assignment due next week Individuals use the material collected on wiki as input for their report.

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TUESDAY 3 May! Deadline individual assignment (70% of mark; individual mark) Hand-in at Undergraduate Office Module Box (17:00) and upload to BV



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Assessment summary1) Teams (4 or 5 people; no exceptions) will be formed in the seminar in week 1 2) Week 4: a presentation and report on the e-business background for the chosen business 15 marks (group statement on equal contribution required) 3) Week 7: a report on eMarketing for the chosen business and peer review of two reports 15 marks (group statement on equal contribution required) 4) Week 12: individual report on the same business as chosen by the group, containing business background, eMarketing, Webdesign, B2B and one other topic (of choice) 70 marks (individual) The average mark for the group work and the individual mark both need to be over 40% to be able to achieve a pass mark.

Please read the assessment section of this student guide carefully before starting your work or asking questions.



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MODULE SYLLABUSModule numberU50034

Module titleE-Business

Module descriptionAn exploration of the business issues related to using Internet and Internet technologies for conducting business. The module investigates such issues as customer relations, business to business relations, new business models and organisational forms, and management and marketing in the global, multicultural Internet environment.

LevelAdvanced Module

Credit valueSingle Module For pre-requisites and fields for which the module is acceptable, see PIP.

Content

Internet Basics: the technology, organisations, and services. The growth and current developments of the Internet. The Internet and business E-Business and the supply-chain E-Business services to consumers Business to business applications Web design; how good website design supports a business Legal frameworks and ethical issues: Intellectual property, electronic payment and security, crime and fraud, contractual and legal settlements New business models, such as portals and aggregators, micro-payments, auctions and virtual organisations New organisational forms and new ways of working, such as virtual organisations and teleworking E-Business in the public sector: E-Government Applications of Mobile technologies: M-Commerce

Context Learning OutcomesKnowledge and understandingBy the end of this module, students will be able to: 1.1) Demonstrate awareness of current developments in E-Business 1.2) Evaluate the value of E-Business to business organisations and to business sector economies



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1.3) Have a multi-disciplinary approach to E-Business issues

Disciplinary and professionalBy the end of this module, students will be able to: 2.1) It is intended that students will be able to produce a business report in which they combine different aspects of E-Business into one advice. They will need to integrate information from a range of electronic and other sources.

Transferable skills Taught (T), Practiced (P), Assessed (A)Self-management: Learning skills: Communication: Teamwork: Problem solving: Information technology: Practiced Taught, Practiced Practiced, Assessed Taught, Practiced, Assessed Taught, Practiced, Assessed Taught, Practiced, Assessed

Student experience

Lectures providing the theoretical and conceptual framework for a study of e-Business from a business perspective Seminars with problem solving orientation, closely coupled with preceding lecture content Seminars to encourage practice in key skills and understanding of key issues Writing a business report individually and with a group, integrating different aspects of eBusiness into an advice to an organisation

Contact timeLecture: Seminar: Tutorial: Workshop/other: 11 11 -

AssessmentPercentage coursework 100 %U50034 is assessed 100% by coursework. There are two pieces of group work (deadlines weeks 4 and 7), each for 15 marks, and a final individual work for 70 marks. Full descriptions of all tasks can be found on page Error! Bookmark not defined..



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RECOMMENDED READING LISTThe main recommended text for this module is:

Electronic Commerce 2008, International EditionEfraim Turban, Jae Kyu Lee, Dave King, Judy McKay and Peter Marshall Publisher: Prentice Hall The paperback version is available on Amazon from around 25, although the standard price according to the publisher is just under 50. It pays to have a good look around!

Other recommended books and websites

CHAFFEY (2007) E-Business and E-Commerce Management, 3rd Edition Prentice Hall (LIBRARY REFERENCE 658.4038011 BVS). Another textbook-style book. Similar to Turban but with many different (non US) example cases and references, and more of an emphasis on strategy. See also the books website at www.booksites.net/chaffey TURBAN et al (2004/6) Electronic Commerce 2006: a Managerial Perspective, Prentice Hall. Previous editions of the course text. (658.054678 ELE) Laudon and Travor (2007), E-commerce. business.technology.society. Pearson. Yet another textbook (658.8002854678 LAV) Rayport and Jaworski (2003), introduction to e-commerce, McGraw Hill. Higher level perspective, looking into business models and markets (658.05467) KALAKOTA & ROBINSON (2000), e-business: Roadmap for Success, 2nd Ed, AddisonWesley (LIBRARY REFERENCE 658.054678 KAL). A good description of e-business, addressed to managers. OZ (2002) Foundations of E-Commerce, Prentice Hall (LIBRARY REFERENCE 658.054678 OZ). Another textbook-style book. Well written, good on technology but a little light otherwise. SCHNEIDER & PERRY (2006), Electronic Commerce, West. An American text that emphasises the technology underpinning E-Business. Its website at www.course.com/mis (searching for Electronic Commerce) links to many example web sites. (658.054678 SCH) Various books by Don Tapscott and co-authors. Especially: Tapscott, Ticoll and Lowy (2000), Digital Capital. Harnessing the Power of Business Webs. Nicholas Brealey Publishing, London. (658.054678 TAP) SHAPIRO & VARIAN (1999), Information Rules, Harvard Business School Press. Two economists argue persuasively that e-business does not alter the basic economic rules of business. Technology changes. Economic laws do not. Very good on the value/price of information, technological lock-in and the role of standards and contains a surprising number of practical business tips. Barnes and Noble at www.bn.com has the first chapter freely available online and Hal Varian runs www.sims.berkely.edu/resources/infoecon on this and related material. 338.470015 SHA. TASSABEHJI , R (2003), Applying E-Commerce in Business, Sage. Easy to read guide to business and technology. (658.054678 TAS) TIMMERS, P (2000), Electronic Commerce: strategies and models for business-tobusiness trading, John Wiley (LIBRARY REFERENCE 658.800183 TIM). A lot of good



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insights, sometimes densely argued, with a good mix of US and European case studies. Website: http://users.pandora.be/paul.timmers links to a useful summary of his business models classification.

Online resources

www.cio.com/research e-business and other topics. Recommended. www.mckinseyquarterly.com and www.brint.com are similar to cio.com http://digitalenterprise.org An online open courseware resource from Professor Michael Rappa at North Carolina State University. Highly Recommended. www.dti.gov.uk/bestpractice is the UK governments site, which aims to encourage ebusiness in the UK; also check http://www.businesslink.gov.uk/bdotg/action/layer?r.s=tl&topicId=1073861197 Australia is a fore runner in eBusiness; http://www.e-businessguide.gov.au/ is a very comprehensive guide to every aspect of eBusiness. The journal Business 2.0 (www.business2.com) often features e-business articles. http://news.ft.com/reports/ftit is the Financial Times IT review page, with several eBusiness stories. http://www.w3.org/ The international consortium where Member organizations, a full-time staff, and the public work together to develop Web standards; specifically, look at: http://www.w3.org/TR/2005/WD-WCAG20-20050630/ for the latest accessibility guidelines, that explain what can be done to make websites as accessible as possible.

http://www.imrg.org/: interactive media in retail group, the industry body for global e-retailing. Formed in 1990, IMRG is a membership organisation that works hard to advance the online retail industry for the benefit of all. There are several online sources of Internet and other interactive media news, such as http://www.nma.co.uk/, http://www.internetnews.com/, http://www.computerweekly.com/, http://www.informationweek.com/, http://www.wired.com/ (especially recommended!), etcetera.

And of course: it is always a good idea when youre researching a specific topic, to use a good search engine (and use good keywords!), such as www.google.com (or www.scholar.google.com for academic resources). Please be aware that there is a lot of rubbish published on the Internet, so check whether a source is reliable before you use it!

General introductions to business, as recommended by various Business School lecturersThose of you without any academic background in business should read some primer study material, particularly on Business functions, such as:

David Campbell, Business for Non-Business students Naylor, Management Needham (1997), Understanding Business Studies (LIBRARY REFERENCE 658) The Letts series on Business Eyre & Pettinger, Mastering basic management, MacMillan Wilkinson et al, Business Studies, Heinemann Chambers, Hall & Squires, Business Studies. 658 CHA



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General introductions to internet technology

www.whatis.com, www.netlingo.com, www.webopedia.com for explanations of technical and e-business terms http://www.vts.rdn.ac.uk/tutorial/business-manager/ for a tutorial on Internet Information Skills aimed at Business Managers, http://www.vts.rdn.ac.uk/tutorial/bus for a tutorial aimed at Business Studies students, or http://www.vts.rdn.ac.uk/tutorial/ict for ICT students www.prenhall/turban Appendix A, Infrastructure for EC on Internet technology www.netskills.ac.uk for TONIC, a comprehensive set of online tutorials www.learnthenet.com concentrates on using the Internet

There will also be references added to Brookes Virtual U50034; some stories will be there from the start of the module, some will be added when they appear during the semester. You should check Brookes Virtual regularly, for updates and news.



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UPGRADE STUDY ADVICE SERVICEUpgrade is the university's confidential study advice service for anyone who wants advice on

Statistics or maths Study skills: planning and writing essays, assignments and dissertations - and more

Just email us to book a 30 minute tutorial. You can take a chance and drop in (especially at Wheatley, Harcourt Hill and Marston Road), but it is always better to book first. Bring your work and Module Handbook with you. Check the website for current opening times http://www.brookes.ac.uk/services/upgrade/timetable.html and further information. Campus Headington Location Library Entrance foyer Days Monday - Friday Tues, Weds*, Thurs twilight Wk 4 11 Marston Road* Pooled computer room Monday* Tuesday* Harcourt Hill* Refectory Tuesday* Thursday* Wheatley Costa Cafe Simon Williams Undergraduate Centre *Study skills only Remember to bring your work and Module Handbook with you. Email [email protected] Checkout the Study Advice online, and Study Skills A/Z for some start points. Tuesday Thursday Times 11.00 1.30 4.15 5.45

11.45 1.15 12.15 1.15 11.30 1.30 4.00 5.30 12.00 1.30 11.45-1.45


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WEEK 1 INTRODUCTION TO E-BUSINESSLearning outcomesAfter attending this lecture you will be able to:

Define e-business and its various categories Appreciate the drivers and potential inhibitors of e-business

Lecture notes

E-Business defined Classification of e-Business activities Attractiveness of and drivers for the use of Internet for Businesses New Business Models

Seminar tasksTeams will be formed for the group work. Students will study the e-Bay case study.

Reading/activity

Turban & King Chapter 1.1, 1.2, 1.5, 1.6, Chapter 2 (focus on types and models) Background reading on basic Business functions and/or Internet technology as required.

DeadlinesWork on Task 1 deadline week 4; each team needs to choose an organisation to analyse, and declare their choice on Brookes Virtual.


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WEEK 2 GUEST LECTURE: THE DIGITAL ECONOMY (BY CHRIS BLAKE) (TBC)Learning outcomes

Understand Digital Economy and its main features and effects Describe the main consequences of digitalisation of businesses

Lecture notes

What is the Digital Economy, and where does it come from Impacts of digitalisation Economic consequences Internet paradox Business models

Seminar tasksRadiohead case study impact of eBusiness on industry structure; using generic models (Porters 5 forces, SWOT, PESTEL, etc) to analyse this.

Reading/activity

Turban, King Chapters 1.3, 1.4, 1.7

Deadlines(Work on Task 1 deadline week 4) Teams are fixed from this point onwards. Each team will need to publish their choice of organisation on Brookes Virtual as soon as possible first come, first serve: each organisation can only be done by one team!


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WEEK 3 E-MARKETINGLearning outcomesAfter attending this lecture you will be able to:

Understand what the e-marketing is Appreciate the value of Internet and Internet technologies for marketing Consider some tools for e-marketing Recognise some of the pitfalls of emarketing

Lecture notes

Marketing and the difference the e makes 5 Pso o o o o

Product Price Promotion (web-advertising) Process Physical evidence

Targeting

Seminar taskseMarketing exercise/case study

Reading/activity

Turban and King, Chapter 3.1, Ch 4.1-5, Ch 4.7-10

DeadlinesNext week (week 4) is the deadline for task 1.


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WEEK 4 GUEST LECTURE: E-RETAILING (STEPHAN SAUNDERS)Learning outcomesAfter attending this lecture you will be able to:

Understand the scope for e-business for suppliers in retailing goods and services. Identify the factors that make a good retailing website. Appreciate the potential for legal and taxation problems in selling globally through the Internet.

Lecture notes

Retailing via the internet:o o o o o

Physical goods Services via the Internet Digitised goods What can be digitised? The problem of duplication and copyright.

What categories of goods sell well via the Internet, and which sell poorly? Good and bad shopfronts for e-tail. Intermediaries in e-tail. Adding information content to basic products. How can the Internet compete with the shopping experience of bricks and mortar stores? The problem of linking e-shopfronts to back-office systems. Potential for legal and taxation problems.

Seminar tasksMini presentations of each team of their business background and models (key findings). Peer assessment of and feedback on the presentations. All students need to participate, failure to attend leads to 0 marks. Feedback and mark from tutor follow in week 6.

Reading/activityTurban and King, Chapter 2.2-4; Ch 3.1-2 and 3.11

Deadlines(work on Task 2 deadline week 7) Put peer feedback on wiki.


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WEEK 5 BUSINESS TO BUSINESS (B2B)Learning outcomesAfter attending this lecture you will be able to:

Define Business-to-Business e-Business Distinguish different sub-types of B2B o o o Seller Buyer Exchange

Lecture notes

Basic B2B concepts Difference between B2B and B2C Types of B2B e-Commerce o o o o Sell-side Buy-side Exchange Collaborative commerce

Seminar tasksB2B case study

Reading/activity

Turban and King, Chapter 4.6, Ch 5.1-5.7, Ch 6.1-2, Ch 6.6, Ch 7.1

DeadlinesHand-in of the report on Task 1 as well as the presentation slides. Put slides and report on team wiki. (work on Task 2 deadline week 7)


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WEEK 6 WEBDESIGNLearning outcomesAfter attending this lecture you will be able to:

Explain and apply key requirements for good website design Appreciate the importance of accessibility for website design

Lecture notes

Introduction into criteria of accessibility and usability for website design ways to test accessibility and usability reference models for accessibility

Seminar tasksWebdesign analysis exercise in computer rooms. TBC

Reading/activity

TBA

DeadlinesNext week (week 7) is the deadline for task 2.


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WEEK 7 GUEST LECTURE WEB ANALYTICS BY FROM SITE INTELLIGENCE (TBC)Learning outcomesContents to be confirmed

Lecture notesContents to be confirmed

Seminar tasksPeer feedback on the eMarketing report. Each group needs to have assessed the reports of the other groups in their seminar (available on BV). In the seminar, duos of each team discuss each others feedback. So each team will receive and give feedback from/to each other team.

Reading/activityMini presentations of each team of their eMarketing report (key findings). Peer assessment of and feedback on the presentations. All students need to participate, failure to attend leads to 0 marks. Feedback and mark from tutor follow in the Easter Break.

DeadlinesHand-in of the report on Task 2 as well as the presentation slides. Put slides and report on team wiki. Put report on BV for peer review. (work on Task 3 deadline week 12)


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WEEK 8 INTRANETS: EBUSINESS INSIDE THE ORGANISATIONLearning outcomesAfter attending this lecture you will be able to:

Understand what the Internet is Distinguish Intranets Internet Extranets Describe main applications of Intranets Consider the use of Intranets as a valuable business tool

Lecture notes

Internet technology What is an intranet? Intranet functionalities and application areas Corporate portals Teleworking and virtual organisations

Seminar tasksThis seminar focuses on the requirements for the individual assignment, the difference between a good, mediocre and weak assignment and questions from the students about the assignment. It is recommended that you prepare for this session by making an outline for your assignment and consider any questions you may have. Please make sure you carefully read the brief as well.

Reading/activity

Turban and King, Chapter 7.7-8

Deadlines-


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WEEK 9 GUEST LECTURE E-GOVERNMENT (DR BERNARD GUDGIN)Learning outcomesAfter this lecture you will be able to: Define and understand the importance of e-Government for: o o o Citizens Government Businesses

Lecture notesUK government structure and finance History and development of e-Government in the UK Definition, functions and types of e-Government Importance and impact of e-Government Government IT International e-Government

Seminar taskseGovernment debate a lively and essential debate on eGovernment in different countries and its contribution to running countries well.

Reading/activityTurban and King, Chapter 8.1-2

Deadlines(work on Task 3 deadline week 12)


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WEEK 10 M-COMMERCELearning outcomesAfter attending this lecture you will be able to:

Define Mobile commerce Describe the characteristics and attributes of m-commerce Describe the drivers of m-commerce Understand some supportive technologies and their capabilities

Lecture noteso o o o o o o o Definition and advantages of M-commerce (mobile commerce) Terminology and standards Attributes of M-Commerce Business mobility Supporting mobile employees Intranet applications Mobile consumer applications Location based commerce

Seminar tasksSales and Customer Service exercise

Reading/activityTurban and King, Chapter 9.1-8

Deadlines(work on Task 3 deadline week 12)


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WEEK 11 TELEWORKING: HOW INTERNET CHANGES THE WAY WE WORKLearning outcomesAfter this lecture you will be able to: o o o Understand some of the ways organisations can use internet technologies for new ways of working Appreciate advantages and disadvantages of teleworking Know some of the practical implications of teleworking

Lecture notesTBA

Seminar tasksIn-class feedback for each team (including marks) on their eMarketing reports. Also discussion of generic feedback this is essential as input to Task 3!

DeadlinesNext week, Tuesday 3 May (17:00) the paper copy of the individual report is due (Task 3). Please note that queues at the printers are likely (it caused at least 15 students to hand in late in semester 1), so ideally do your printing before the day of the deadline!


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WEEK 12 HAND-IN OF INDIVIDUAL ASSIGNMENTDeadlinesThe paper copy of the individual report (Task 3) is due on Tuesday 3 May 2011 (17:00). Please note it is due on the TUESDAY, not Wednesday. Please note that queues at the printers are likely (it caused at least 15 students to hand in late in semester 1 last year), so ideally do your printing before today!


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ASSESSMENT DETAILSThis module follows the principles of the Universitys Assessment Compact, developed in conjunction with the Student Union, to ensure good practice and transparency in assessment and feedback processes. The Assessment Compact can be found on your Fields Brookes Virtual site.


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COURSEWORKLearning outcomes assessedThe coursework assesses the following learning outcomes in the area of knowledge and understanding: 1.1) Awareness of current developments in E-Business 1.2) Ability to evaluate the value of E-Business to business organisations and to business sector economies 1.3) Having a multi-disciplinary approach to E-Business issues Also, the business and professional outcome is assessed, being the students ability to produce a business report in which they combine different aspects of E-Business into one advice, including the integration of information from a range of electronic and other sources. Finally, some transferable skills are assessed, being communication, teamwork, problem solving and information technology.

Overall view on the tasksThe coursework consists of three tasks: two group tasks (for 15 marks each) and one (final) individual task (for 70 marks). Completion of all three tasks leads to an in-depth and broad multidisciplinary analysis of the eBusiness activities of an organisation of the teams choice. Teams for the group tasks will be formed in the first seminar. Teams contain 4 or 5 people, preferably from different disciplines (computing/business mix).


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TASK 1: EBUSINESS BACKGROUND REPORT AND PRESENTATION (GROUP WORK 15 MARKS)Assignment Task: ReportContent The report should provide a clear general and eBusiness background to the organisation of your choice. You should address:

A brief description and background to the organisation, including major eBusiness activities and achievements. What goods/services does this business provide to what market(s)? What is their basis for competing, how do they make a profit or contribute to society? What are the dynamics of the business sector it is in? For example, you may want to do a Five Forces analysis (see seminar guide). Reflect on the influence of Internet Technologies. What is your analysis of the current position and potential for this business? For example you may want to do a SWOT analysis. Reflect on the influence of Internet technologies. To what extent is the organisation an e-business; which of Rappas eBusiness models is/are employed?

Requirements and tips Use theories and frameworks to structure your analysis. Provide evidence, for example by using screenshots or references to the organisations internal publications (including their website) or external publications (newspaper and journal articles, Mintel reports, etc). Make good use of the library and online search facilities to find as much information about the organisation as you can. Put links and references you find in your wiki. Make sure you distinguish between reliable and unreliable sources, and make sure you reference properly. Dont just copy from your sources, but use the material to create your own analysis. Use appropriate referencing of your sources. Appendices can be used to support your analysis (and reduce the word count).However, you need to make sure that everything that is essential for your analysis is actually in the body text, and that appendices are explicitly referred to in the body text (otherwise they dont count!). Each report should use the academic conduct form as its front cover you should fill this in, and sign it, as a team (so each member should sign the form).

Assignment Task: Presentation The presentation time is 5 minutes maximum, followed by questions. The presentation should bring out the key findings from the business background report. The presentation (including the slides) is an integral part of the report and its marking. Teams are required to provide each other with feedback; a key part of the assessment approach is that teams and individuals can learn from each other.


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Assessment criteriaSee the Assessment Criteria Grid on page 50 and the Assignment Feedback Form below.

Group work processesEach team needs to attach a review of the group work process to their report (it should also be on your wiki). This note should address: - when did you have meetings, where, and who attended? - what was discussed at each meeting? - who contributed what to meetings and discussions? - were deadlines met? - did you have discussion/information exchange via email, on the wiki or otherwise? Was this effective? - a conclusion on the general effectiveness of your team work - were contributions equal, were there any issues, how were these handled? If you feel your group does not function well, you should address the problems as soon as they appear. Please read the section Group Coursework (task 1 and task 2) - Card System for e-Business for advice on how to deal with group work issues.

Hand-in date and instructionsThe deadline for this work is the start of the seminar in week 4. Each team needs to hand in a hardcopy of their report, and a copy of their slides, to their seminar leader at the start of this seminar. Each team also needs to upload the report and presentation to their wiki page.

Word count800 words.

TaskThis is a group task.

FeedbackShort feedback (on presentation and report) and a mark (15%) will be provided in week 6 on the teams wiki and in the seminar. Peers will provide feedback on the presentation (written, in week 4). This feedback needs to be published by the receiving team on their wiki please comment on the feedback received.

Feedback form Task 1 Task 1 (group)0 10 20

Mark:30 40

/100 (15% of overall mark)50 60 70 80 90 100


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Report

Excellent/very good: all context issues have good content and analysis Good: but some relevant issues poorly or not covered Unsatisfactory: several relevant issues poorly or not covered Unsatisfactory Good Excellent

CRITERIA quality of coverage of: Goods/services and markets Sector dynamics Current state of business Current state of e-business Scope of study Overall presentation of the report References Comments:

Presentation CRITERIA Clarity of explanation: how well does the overall presentation make sense? Comments

Appropriateness and quality of analysis: are the ideas superficial and general, or deeper and more focussed on the business concerned? Evidence of research. Are sources of information and ideas used and acknowledged?


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Presentation and exposition (selling): the quality of the verbal delivery, visual aids and organisation in the presentation Comment:

Any other general comments


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TASK 2 EMARKETING REPORT AND PRESENTATION (GROUP WORK 15 MARKS)ReportContent Using eMarketing frameworks and theories (as provided in the course textbook, the lecture, seminars, other textbooks and other academic sources), the team should analyse the eMarketing aspects of their organisation. Please address at least the following questions: What is the organisations eMarketing strategy? What eMarketing activities does the organisation undertake assess the quality of these activities (do they fit with the strategy and are they executed well)? How do the organisations eMarketing activities compare to those of their competitors?

You should aim to adjust your analysis to any peculiarities of your organisation. Requirements and tips Use theories and frameworks to structure your analysis. Provide evidence, for example by using screenshots or references to the organisations internal publications (including their website) or external publications (newspaper and journal articles, Mintel reports, etc). Make good use of the library and online search facilities to find as much information about the organisation as you can. Put links and references you find in your wiki. Make sure you distinguish between reliable and unreliable sources, and make sure you reference properly. Dont just copy from your sources, but use the material to create your own analysis. Use appropriate referencing of your sources. Appendices can be used to support your analysis (and reduce the word count).However, you need to make sure that everything that is essential for your analysis is actually in the body text, and that appendices are explicitly referred to in the body text (otherwise they dont count!). Each report should use the academic conduct form as its front cover you should fill this in, and sign it, as a team (so each member should sign the form).

Presentation The presentation time is 5 minutes maximum, followed by questions. The presentation should bring out the key findings from the business background report. The presentation (including the slides) is an integral part of the report and its marking. Teams are required to provide each other with feedback; a key part of the assessment approach is that teams and individuals can learn from each other.

Assessment criteria


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See the Assessment Criteria Grid on page 50 and the Assignment Feedback Form below.

Group work processesEach team needs to attach a review of the group work process to their report (it should also be on your wiki). This note should address: - when did you have meetings, where, and who attended? - what was discussed at each meeting? - who contributed what to meetings and discussions? - were deadlines met? - did you have discussion/information exchange via email, on the wiki or otherwise? Was this effective? - a conclusion on the general effectiveness of your team work - were contributions equal, were there any issues, how were these handled? If you feel your group does not function well, you should address the problems as soon as they appear. Please read the section Group Coursework (task 1 and task 2) - Card System for e-Business for advice on how to deal with group work issues.

DeadlineThe deadline for this work is the start of the seminar in week 7. Each team needs to hand in a hardcopy of their report, and a copy of their slides, to their seminar leader at the start of this seminar. Each team also needs to upload the report and presentation to their wiki page. The report also needs to be uploaded to Brookes Virtual (exact procedure will be announced in an email/on BV)

Word count800 words.

TaskThis is a group task.

FeedbackShort feedback and a mark (15%) will be provided on the teams wiki and in the seminar both team specific and generic feedback will be given. Peers will provide feedback on the presentation (written, in week 7). This feedback needs to be published on their wiki by the receiving team please comment on the feedback received.

Feedback Form Task 2 eMarketing analysis (group task):Report

/100

(15% of total mark)


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0

10

20

30

40

50

60

70

80

90

100

Very good - good content and analysis Good: some scope for improvement Unsatisfactory: major scope for improvement Unsatisfactory Good Excellent

CRITERIA Comprehensiveness Application of relevant e-business theory Relevance to business (area) being studied Evidence of research Clarity and presentation Comments:

PresentationCRITERIA Clarity of explanation: how well does the overall presentation make sense? Comments

Appropriateness and quality of analysis: are the ideas superficial and general, or deeper and more focussed on the business concerned? Evidence of research. Are sources of information and ideas used and acknowledged?


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Presentation and exposition (selling): the quality of the verbal delivery, visual aids and organisation in the presentation Comments:



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GROUP COURSEWORK (TASK 1 AND TASK 2) CARD SYSTEM FOR E-BUSINESSAll student members of an e-Business team are individually and collectively responsible for submitting the reports and giving the presentations for tasks 1 and 2. All students in the team will receive the same mark for team-assessed assignment(s). Whilst working in teams it is useful to keep a record of events including attending meetings and the allocation of tasks and the deadlines by which tasks should be completed. You are encouraged to meet with the whole at least once a week either before or after the seminar, for example. Try to avoid sub-team meetings, as this can easily cause misunderstandings. Please be sure that minutes of each meeting are taken and signed by all members. Occasionally, however, not all team members give their full commitment to a task and this places an unfair burden on others. Dealing with dysfunctional team members is hard work, but it is very important to act early and adequately. No-one wants to see students getting marks for work they havent done themselves. But do not overreact! People have different work- and communication styles, which are the largest cause of issues in teams. Right from the start you should establish and agree a clear and open way of working with your team, so any issues can be discussed and dealt with. Managing dysfunctional venture members A dysfunctional member is defined as, a person who either actively or passively fails to give their full commitment to the activities of the team. Some examples of dysfunctional behaviour (not exhaustive) are: failure to attend meetings, allocated tasks not completed by the date agreed, failure to pro-actively communicate with other members outside of meetings, not contributing to meetings or ignoring others views. In the event of problems with team work, students are advised to: 1. Discuss issues within the team and try to agree a course of action that will deal with the problems, for example tighter deadlines, some extra support for the dysfunctional member, clearer task descriptions, etc. 2. When 1) doesnt work, notify the module leader (and/or the seminar tutor) as soon as possible prior to the assessment deadline and document any evidence and/or through minutes of their meetings. 3. Meet with the module leader (or seminar tutor) to discuss the issues. Following this meeting, students will agree a course of action and any deviations from the agreed course of action must be notified to the module leader. 4. Should a team decide that an uneven distribution of marks is appropriate, this can only be implemented after discussion with, and approval by, the module leader. The team and tutor together may apply the following penalties to the dysfunctional member: White Card: The offence is noted and the project team has voted for a white card. A recorded warning is issued without further penalty. The student will be advised that a further offence will incur a green card penalty. Green Card: An offence or a further offence(s) has been recorded, the project team, seconded by the module leader vote for a green card. The offending students assignment is penalised by having 5 marks deducted. The student will be advised that a further offence will incur a yellow card penalty.


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Yellow Card: An offence or a further offence(s) has been recorded, the project team, seconded by the module leader vote for a yellow card. The offending students assignment is penalised by having a deduction of 10 marks (in addition to any prior penalty applied). The student will be advised that a further offence will incur a red card penalty. Red Card: The venture team and the module leader deem the offending student: a) Not to have made any meaningful contribution to the venture b) To have behaved in a way that disrupted the efforts of the rest of the venture team The offending student will be awarded a zero mark for the assignment. While we would like to be able to discuss problems as soon as they arise, in cases where dysfunctional behaviour becomes apparent late in the module there is no obligation to give warning to an individual student before a penalty is applied. If you need further information or advice on this matter, or remain in any doubt to what is required or acceptable, please raise the matter with your Module Leader.


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Sample Warning Letter to student:Dear XXXXX, Re: U51094 Group Assignment. Your fellow venture team members believe that you have not contributed satisfactorily to the team project for the following reasons: a) b) c) d) e) Failure to attend agreed meetings... Failure to deliver on agreed tasks Disruptive behaviour.. Failure to make a significant contribution Other.

Your workshop leader has agreed that a penalty shall be applied as follows: Warning (complete as appropriate): White Card: The offence is noted and the group/module leader has voted for a white card. A recorded warning is issued without further penalty. You are advised that a further offence will incur a green card penalty. Green Card: An offence or further offence(s) has been recorded, the group, seconded by the module leader vote for a green card. Your assignment is penalised by having 5 marks deducted. You are advised that a further offence will incur a yellow card penalty. Yellow Card: An offence or further offence(s) has been recorded, the group, seconded by the module leader vote for a yellow card. Your assignment is penalised by having a deduction of 10 marks (in addition to any prior penalty applied). You are advised that a further offence will incur a red card penalty. Red Card: The group and the module leader deem the offending student: Not to have made any meaningful contribution to the group activity To have behaved in a way that disrupted the efforts of the rest of the group You will be awarded a zero mark for the assignment. Tutors initials

If you have good reason to appeal this decision then you must seek an immediate meeting with your seminar tutor. Signed: Name:. Date:


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TASK 3 INDIVIDUAL INTEGRATIVE REPORT (INDIVIDUAL WORK 70 MARKS)AssignmentWrite a business report on An Analysis of the Current and Future use of Internet Technologies of [the organisation that you have already used for the team work]

The report must contain: Executive summary (not included in page count) (10 marks), E-Business background (can be based on the teams report, improved on basis of the feedback, shortened and rewritten to fit in the integrated report; please note that we still require it to be based on theories and frameworks (such as Porters 5 Forces) (10 marks) eMarketing analysis (can be based on the teams report, but must be improved on the basis of the feedback and adjusted to fit in your own, integrated overall report) (10 marks) Webdesign analysis (15 marks) Business-to-Business (B2B) analysis (15 marks) and At least one other topic/aspect of your own choice (for example Mobile Commerce, Sales and Customer Service, Ethical aspects, Legal aspects, Operations, etcetera please check with your seminar leader if you are unsure about which topic to choose) (15 marks) Overall conclusions and recommendations (these should follow from the analysis) (15 marks) (the final 10 marks are for the overall appearance of the report, referencing, appendices, etc)

Requirements and tips Apply academic theories and frameworks and correctly reference those. Provide evidence, for example by using screenshots or references to the organisations internal publications (including their website) or external publications (newspaper and journal articles, Mintel reports, etc). Make good use of the library and online search facilities to find as much information about the organisation as you can. Make sure you distinguish between reliable and unreliable sources, and make sure you reference properly. Dont just copy sections from your sources, but use the material to support your own analysis. Creativity in the form of additional reading, interesting approaches and novel angles are encouraged and rewarded.


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Make sure you concentrate on the eBusiness aspects, and dont write a report that is too generic. The report should be analytical rather than descriptive. Appendices can be used to support your analysis (and reduce the word count).However, you need to make sure that everything that is essential for your analysis is actually in the body text, and that appendices are explicitly referred to in the body text (otherwise they dont count!). Each report should include the academic conduct form (which can be found on the eBusiness BV) you should fill this in and sign it.

Assessment criteriaSee the Assessment Criteria Grid on page 50 and the Assignment Feedback Form below.

DeadlineThe deadline for this work is week 12, Tuesday 3 May 2011, 5pm (17:00hrs). Please hand in your work at the Undergraduate Office in the box marked U50034. You should also upload your work onto the eBusiness Brookes Virtual (not the wiki!).

Word count2000 (excluding summary, appendices and references).

TaskThis is an individual task.

FeedbackIndividual feedback will be provided on the feedback form. Report with the feedback can be picked up from the module leader after the

Feedback Form Task 3 Feedback Form Task 3 (individual):Executive summary (10 %):

/100

(70% of total mark)

0

1

2

3

4Pass 4

5

6

7

8

9

10

Mo Unsatisfactory: major scope for improvement dul eUnsatisfactory CRITERIA: Clarity Nu mb er: U5Good: some scope for improvement

Excellent/very good: clear and concise summary of basics of the report

Good

Excellent


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Comprehensiveness Comment:

Business background (10%):

0

1

2

3

4Pass 4

5

6

7

8

9

10

Mo Good: but some relevant issues poorly or not covered dul Unsatisfactory: several relevant issues poorly or not covered e CRITERIA quality of coverage of: Unsatisfactory Good Nu Goods/services and markets Business model(s) mb Sector dynamics er: Current state of business Current state of e-business U5 Scope of study 00 Comment: 34

Excellent/very good: all context issues have good content and analysis

Excellent

Mo dul Topical sections e eMarketing (10%) Titl 0 1 2 3 4e: 5 6 EVery good - good content and analysis Bu Good: some scope for improvement Mo sin Unsatisfactory: major scope for improvement dul es Unsatisfactory CRITERIA e Comprehensiveness s Nu Application of relevant e-business theory Relevance to business (area) being studied mb Consistency with other parts of report er: U5 003 Stu 4 dePass

7

8

9

10

4

Good

Excellent


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Evidence of research Clarity and presentation Comments:

Topical sectionsWebdesign (15%)

0

1.5

3

4.5

6Pass

7.5

9

10.5

12

13.5

15

Very good - good content and analysis Good: some scope for improvement

4

Mo Unsatisfactory: major scope for improvement dul e Unsatisfactory CRITERIA Nu Comprehensiveness Application of relevant e-business theory mb Relevance to business (area) being studied er: Consistency with other parts of report U5 Evidence of research 00 Clarity and presentation 34 Comment: Mo dul e Topical sections Titl Business-to-Business e: 1.5 0 3 4.5 6 7.5 9 EBu Very good - good content and analysis sin Good: some scope for improvement Mo Unsatisfactory: major scope for improvement es dul s e Unsatisfactory CRITERIA Nu mb er: U5Pass

Good

Excellent

10.5

12

13.5

15

4

Good

Excellent


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Comprehensiveness Application of relevant e-business theory Relevance to business (area) being studied Consistency with other parts of report Evidence of research Clarity and presentation Comment:

Topical sectionsOther topic: _________________________________________________________

0

1.5

3

4.5

6Pass

7.5

9

10.5

12

13.5

15

4 Very good - good content and analysis

Mo dul e CRITERIA Comprehensiveness Nu Application of relevant e-business theory mb Relevance to business (area) being studied Consistency with other parts of report er: Evidence of research Clarity and presentation U5 Comment: 00 34Good: some scope for improvement Recommendations (15%):

Unsatisfactory: major scope for improvement

Unsatisfactory

Good

Excellent

Mo dul 1.5 0 3 4.5 6 e 7.5 9 10.5 12 13.5 15 Titl Excellent/Very good: concise list form of reasonable recommendations arising from the e: analysis Mo Good: mainly good recommendations, but some missed/ not justified/ not reasonable Edul not reasonable recommendations Unsatisfactory: many missed/ not justified/ Bu e sin Nu es mb s er:Pass 4

U5


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Comment:

Presentation of the report, overall impression (10%):

0

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6

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8

9

10

CRITERIA quality of: References Appendices Bibliography (if appropriate) Overall presentation of report Comment:

Unsatisfactory

Good

Excellent



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REGULATIONSLate submission of work / non-attendance at examsStudents who submit work late, or do not attend an examination, will receive a mark of ZERO for that element of assessment. If mitigating circumstances (for example, medical or personal circumstances) affect your ability to meet an assessment deadline or attend an examination then it is ESSENTIAL that you notify your module leader as soon as possible and in any case BEFORE an assessment deadline or the start of an examination. You will be required to provide satisfactory documentary evidence to support your claim. The only exception to this is for very short extensions (up to one week) to an assessment deadline, where you may be allowed to selfcertify your difficulties if there is a valid reason why you cannot provide evidence. If you submit a claim of mitigating circumstances later than an assessment deadline or the start of an examination, then you will not only need to demonstrate that you were affected by these circumstances but you will also need to provide evidence that you were unable to submit your claim by the deadline. For further details of the Universitys regulations for the consideration of mitigating circumstances please see: http://www.brookes.ac.uk/services/asd/registry/mitcircs.html Late submission regulations apply to both hard copy (paper) and electronic submissions, including electronic submissions to Turnitin where relevant.

Word count for coursework submissionsWork that is above the given word count will receive a 10% penalty for every 100 words it is above the word count. This will start at the point where the word count is clearly above the limit, and does not reflect extensive use of references etc.

40% ruleFor a pass mark, 40% must have been achieved for both the group work (average Task 1 and 2) as well as the individual work (Task 3). If either of these is below 40%, but the overall mark would be above 40%, a technical resit mark (39) will be given. See scenarios below. Scenarios: Team mark >40% >40% >40%

E-Business Module Guide

Documents

Transcript of E-Business Module Guide