HOLY CROSS OF DAVAO COLLEGE Sta. Ana Avenue, Davao City

Bachelor of Science in Business Administration (BSBA)

Major: Marketing Management

COURSE OUTLINE

E-Commerce and Internet Marketing

I. Course Number: MM-E5 Credit: 3 units

II. Course Title: E-Commerce and Internet Marketing Pre-Requisite: MM 2; CL 2

III. Course Description:

This course is designed to support the study of e-Commerce and Internet Marketing through the enhancement of ones understanding and appreciation of the use of technology to fulfill the needs of both Net-enhanced Organizations (NEOs) and consumers. Further, this course allows for the examination of electronically interactive designs, processes and transactions involved in satisfying the needs of consumers, NEOs, and governments through marketing planning, consumer research, segmentation and implementation of marketing strategies in order to accomplish corporate objectives.

IV. Course Objectives:

At the end of the course, the student should be able to:

1. Describe the key features of the technological infrastructure in order to fulfill marketing functions.

2. Define and explain the role of e-commerce technologies, and how security, trust and payment issues impact the use of the said technologies.

3. Relate the e-commerce models and approaches to neos confronted with challenges of the traditional and digital environment.

4. Cultivate appropriate values of internet marketing ethics and social responsibility among students.

5. Develop the students ability to strategize using key e-commerce models and insights. 6. Prepare e-marketing plans that will enable the company in combining offline and online

marketing activities.

V. Course Outline No. of Hours

A. Course Introduction 13.5 hours

1. Electronic Commerce 2. Internet Marketing

B. The Online Environment

1. Electronic Business Models and Strategic Planning

2. E-Marketplaces: Structure, Mechanisms, Economies and Impacts 3. Legal and Ethical Issues in E-Commerce and Internet Marketing

C. Internet Marketing and E-Tailing

1. Niche Markets 2. The Retail Website 3. The Checkout Process Fulfillment 4. Bricks and Clicks: Integrated Retailing

No. of Hours

D. Retailing in Electronic Commerce: Products & Services 13.5 hours

1. Internet Marketing & Electronic Retailing 2. E-tailing Business Models 3. Travel & Tourism (Hospitality) Services Online 4. Employment Placement and the Job Market Online 5. Real Estate, Insurance and Stock Trading Online 6. Banking & Personal Finance Online 7. On-Demand Delivery of Products, Digital Items, Online Entertainment and Gaming 8. Online Purchase Decision Aids 9. Issues in E-tailing

E. Permission Marketing

1. Customer Relationship Management 2. Use of Email as Medium 3. Newsletters, Wikis and RSS Feeds 4. Personalization 5. Mobile Marketing

F. Online Consumer Behavior, Market Research and Advertisement 13.5 hours

1. Learning about Consumer Purchasing Online 2. Personalization, Loyalty, Satisfaction and Trust in EC 3. Market Research for EC 4. Web Advertising 5. Online Advertising Methods 6. Advertising in Social Networks and the Web 2.0 Environment 7. Special Advertising Topics

G. E-Commerce Security & Fraud Protection

1. The Information Security Problem

2. Basic E-Commerce Security Issues & Landscape 3. Technical Attack Methods 4. Phishing, Financial Fraud and Spam 5. The Information Assurance Model & Defense Strategy

H. Social Media Marketing

1. Consumer Generated Content 2. Social Networks and Online Communities 3. Blogging 4. Viral Marketing 5. Online Public Relations and Reputation Management

I. Electronic Commerce Payment Systems 13.5 hours

1. The Payment Revolution 2. Using Payment Cards Online 3. Smart Cards 4. Stored Value Cards 5. E-micropayments 6. E-checking

J. EC Strategy and Implementation: Justification, Globalization, SMEs and Regulatory & Ethical Issues

1. Strategy; Planning and Implementation of Electronic Commerce 2. Justification and Cost-Benefit Analysis 3. Global E-Commerce 4. E-Commerce in Small & Medium-Sized Enterprises 5. Intellectual Property & Other Regulatory Issues 6. Ethics in E-Commerce 7. Privacy, Violation & Protection and the Conflicts with Free Speech

VI. References

A. Bibliography a. Books

Albee, A. (2010) E-Marketing Strategies, 1st Edition, Marketing Interaction, Inc. Charlesworth, A. (2009). Internet marketing: a practical approach.Oxford: Butterworth-Heinemann.

Huang, W.W., et.al (2008). Global Mobile Commerce, 1st Edition. 161 Global Laudan, K.C. and Traver, C.G. (2012) E-Commerce 2012 8th Edition. Pearson Education Unlimited, Harlow, England Lehman, C.M. and Dufrene, D.D. BCOM3 2011-2012 Edition South-Western Cengage Learning Miletsky, J. (2010). Principles of Internet marketing: new tools and methods for web developers. Boston, MA: Course Technology, Cengage Learning. Orcullo, W. A (2010) Principles of eCommerce/ eBusiness, 1st edition Rex Bookstore , Inc. Smapaloc Manila Szetela, D. and Kerschbaum, J. (2010) Pay Per-Click Search Engine Marketing: An Hour a Day. 1st edition. Wiley Publishing Inc. Indianapolis, Indiana Turban, E., et.al. (2011) Introduction to Electronic Commerce, 3rd edition. Pearson Education, Inc. Upper Saddle River, New Jersey

b. Online Journal

ProQuest: International Journal of Internet Marketing and Advertising; Olney. ProQuest: International Journal of Cases on Electronic Commerce; Hershey. ProQuest: International Journal of Electronic Commerce; Armonk.

VII. Course Requirements

A. Quizzes B. Periodic Examinations C. Graded Class Participation D. Student Blogs E. Written Analysis of the Case F. Graded Reporting G. Webpage

VIII. Grading System

Midterm Grade Tentative Final Grade Prelim Examination 25% Semi-final Examination 25% Midterm Examination 25% Final Examination 25% Class Standing 50% Class Standing 50% Total 100% Total 100%

Midterm Grade + Tentative Final Grade Final Grade = 2