Electronic Commerce: The Strategic Perspective

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Electronic Commerce: The Strategic Perspective Description


Electronic commerce is a revolution in business practices. If organizations are going to take advantage of new

Internet technologies, then they must take a strategic perspective. That is, care must be taken to make a close link between corporate strategy and electronic commerce strategy.

In this course, we address some essential strategic issues, describe the major themes. Among the central issues we discuss are defining electronic commerce, identifying the extent of a firm’s Internet usage, explaining how electronic commerce can address the three strategic challenges facing all firms, and understanding the parameters of disintermediation. Consequently, we start with these issues.

This course contains eight chapters. 

Chapter One: Introduction

Introduces the key themes.

Chapter Two: The technology of electronic commerce

Deals with the technology that underlies electronic commerce. Specifically, we discuss the methods that computers use to communicate with each other. We compare and contrast:

• the Internet (which is global in nature and has the potential to communicate with multiple stakeholder


• the intranet (which focuses on internal communications within the organization–such as communication

with employees);

• the extranet (which concentrates on exchanges with a specific business partner).

At present, the majority of electronic commerce concerns business-to-business relationships and is strongly linked to this last category.

Also introduces the security issues associated with electronic commerce. Security is important both for organizations and for consumers.

Chapter Three: Web strategy

Introduces elements of electronic strategy. In particular, we describe business practices that evolve because of the way that the Web changes the nature of communication between firms and customers. We describe attractors , which firms use to draw visitors to their Web site, including sponsorship, the customer service center, and the town hall. We discuss different attractor strategies that are appropriate, depending upon what material an organization wants to put on the Web. We describe the strategies behind various services that organizations can provide in cyberspace.

Chapter Four: Promotion

This is the first of a series of five chapters that discuss the four major functions of marketing: promotion, price,

distribution, and product (service). As the Web is a new communications medium.

Chapter Five: Promotion and purchase

Describes new methods for measuring communication effectiveness in cyberspace. Specifically, we discuss the Internet as a new medium, in contrast to broadcasting and publishing. Currently, Web users perceive this

medium to be similar to a magazine, perhaps because 85 percent of Web content is text. Other capabilities of the Web (e.g., sound) are not extensively used at this point. In this, we present several metaphors for thinking

about what the Web can be, including the electronic trade show and the virtual flea market. We link the buying

phases to Web functions and capabilities (such as identifying and qualifying prospects). Measurement is a key theme in the chapter, so we describe the role of the Web in the marketing communications mix and introduce several formulas for measuring the success of Internet communications. Measurement of advertising effectiveness is a long-standing issue in marketing research. In some ways, this issue of communications effectiveness is almost impossible to answer

Chapter Six: Distribution

The advent of electronic commerce has the potential to transform logistics and distribution. Today, a small software firm in Austin, Texas, can deliver its product (via the Web) to a customer in Seoul, South Korea. The economic landscape is altered dramatically. 

Chapter Seven: Service

Services are more and more important in the U.S. economy. In this chapter, we describe how electronic

commerce comes to blur the distinction between products and services. Traditionally, services are a challenge to market because of four key properties: intangibility, simultaneity, heterogeneity, and perishability. 

Chapter Eight: Pricing

Price directly affects a firm’s revenue. Chapter Eight describes pricing methods and strategies that are effective

in cyberspace. We take a customer value perspective to illustrate various price-setting strategies (e.g., negotiation, reducing customer risk) and show how these strategies can be used to attain organizational objectives.

Chapter Nine: Postmodernism

The final chapter concentrates on societal changes that are encouraged by electronic commerce (and other related trends). Through the metaphors of modernism and postmodernism, we show how electronic commerce influences:

• perceptions of reality;

• notions of time and space;

• values;

• attitudes toward organizations.

Chapter Nine is future oriented and discusses electronic commerce as a revolutionary force that has the potential to transform society and transform consumers’ perceptions of business practice.

Course Content

course-lockIntroduction ElectronicCommerce course-lockElectronic Commerce defination course-lockDemand risk course-lockInefficiency risk course-lockKey themes addressed course-lockInternet technology course-lockBusiness services infrastructure course-lockEDI course-lockCoding or Encryption Techniques course-lockSigning-and-Electronic money course-lockDigital cash course-lockThe SET components course-lockWeb strategy course-lockThe Entertainment Park course-lockThe Club course-lockAttractiveness factors course-lockSustainable attractiveness course-lockPersonalized attractor course-lockInternet technology for supporting marketing course-lockNews stories course-lockWord of moutM course-lockInternet and the World Wide Web course-lockAn electronic trade show and a virtual flea market course-lockThe role of the Web in the marketing communication mix course-lockWeb marketing communication: a conceptual framework course-lockWeb marketing communication a conceptual framework Part-II course-lockWeb marketing communication a conceptual framework Part-III course-lockCaching and undercounting course-lockDistribution Introduction course-lockWhat is the purpose of a distribution strategy course-lockThe homogenization of time course-lockThe death of distance and reassortment and sorting course-lockThe homogenization of time and routinization course-lockThe homogenization of time and searching course-lockThe irrelevance of location and routinization course-locklong-term effects course-lockService Introduction course-lockManaging intangibility course-lockManaging simultaneity course-lockManaging simultaneity Part-II course-lockManaging heterogeneity course-lockManaging perishability course-lockPricing Introduction course-lockWeb pricing and the dynamics of markets course-lockWeb pricing and the dynamics of markets Part-II course-lockFlattening the pyramid and narrowing the scope of marketing course-lockA return to one-on-one negotiation course-lockStage experiences course-lockEstablish electronic exchanges course-lockWhat is modernism course-lockWhat is post modernism course-lockFragmentation and the Web course-lockDedifferentiation course-lockHyperreality course-lockTime and space course-lockAnti-foundationalism

What You Need For This Course?

  • Access to Smart Phone / Computer
  • Good Internet Speed (Wifi/3G/4G)
  • Good Quality Earphones / Speakers
  • Basic Understanding of English
  • Dedication & Confidence to clear any exam

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Frequently Asked Questions

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The following course is fully online, and hence there is no need for any physical classroom session. The lectures and assignments can be accessed anytime and anywhere through a smart web or mobile device.

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As this is a purely online course program, you can choose to learn at any time of the day and for as much time as you want. Though we follow a well-established structure and schedule, we recommend a routine for you as well. But it finally depends on you, as you have to learn.

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