Course Syllabus and Schedule Fall 2006 MET TM 648 INTRODUCTION TO ECOMMERCE DR. KIP BECKER (www.bu.edu/goglobal) INFORMATION ON YOUR INSTRUCTOR: KIP BECKER
Dr. Kip Becker is an Associate Professor and the Chairman of the Department of Administrative Sciences. He has published over thirty articles and book chapters both nationally and internationally in the areas of international management, Electronic Commerce, strategy, marketing and global service sector issues. He is on the Board of the International Management Development Association and the Editor of the Journal of Transnational Management. He is on the editorial review boards of Marketing, The Journal of Marketing Channels and The Journal of Teaching in International Business.. He has owned a waterfront restaurant and is president of Northwind Management International which conducts management training and consulting with companies, governments and associations worldwide and holds a Black Belt in Tae Kwon Do. Prior to entering academe' Dr. Becker's experience included positions with TDX systems of Cable and Wireless Ltd. in marketing, the U.S. Department of Justice, served on a special task force in the Regan administration and as a U.S. army helicopter pilot during Viet Nam and Desert Storm. For a complete resume with publications see: www.bu.edu/GoGlobal
The Format of the Course
The student will be exposed to three different learning formats used in this course. These are (1) in class instruction, (2) lab sessions and (3) on line interactions which involves: instruction, between class on line interactions/discussions, videos and simulations. See syllabus for specific weekly format, location and topics.
Course Description MET TM 648 Introduction to Electronic Commerce
The course provides a detailed examination of how businesses can successfully use Internet and Web technology to enhance performance. Students are introduced to the concepts and problems associated with electronic commerce. Topics include comparison of ecommerce procedures, payment mechanisms, applications in different industry sectors, security, the challenges of starting and maintaining an electronic business site, as well as a comparison with traditional business practices. Students create an e-commerce Web site using such tools as Dreamweaver and will create a Bog using Blogger. The course does not require prior ecommerce or computer language or design ability. 4 credits
COURSE OBJECTIVES:
The objective of the course can be summed up quickly as helping you to appreciate the rapid growth associated with internet enabled business as well as some of the difficulties. It is my objective to introduce you to the general issues, technical (security, WEB and Internet systems, payment mechanisms, etc) and non-technical (strategy, marketing, business development, etc.). In addition I will want you to become acquainted with some development tools. The first is Blogger which is a general communications tool. Blogger is being used by teenagers and private publishers to discuss everything from a teen’s favorite records to comments by private individuals (and now companies) concerning your company. Politicians, TV anchors and firms have underestimated the power of the Blog and several have been very sorry for it. Blogs are easy and kind of fun. They are a rapidly growing national and international communications medium and something you should understand. The second tool is Dreamweaver which is a commercial grade applications tool. It is not too difficult to learn and is very powerful. Why do I want you to develop a WEB site? My answer is easy and short. I want you to do it so get a sense of how the site works, how almost every thing on it is important down to the picture location and the font size. Unless you have developed a site you will not really look at a site the way I want you to. I want you to leave this course thinking about sites. What makes a good one, a bad one and why that is so. As you start your development you will have to think about what color? Will there be pictures? How many clicks to get a job done are OK? What will keep the prospective buyer on my site? You do not get the same feel just looking at sites that you do when you develop one. Also for those of you that have not done site development this is something that you will feel good about. I always feel that being able to do something is very important as an outcome in every course I teach. Throughout the course the student is introduced to the Ecommerce environment relating to B2B, B2C as well as B2G. We will also briefly discuss the controversial, and rapidly growing, area of P2P. In pursuing these objectives, the course will employ the following:
1. On line Lectures reviewing text information in a valued added manner with enhanced discussions of chapter topics 2. Present Ecommerce related simulations to assist in the better understanding of specific Ecommerce issues. 3. Development of a Blog and a Web site 4. Interaction in discussion groups to communicate about on going text, lecture and discussion questions. 5. Readings from text and recent information sources In a effort to: 1. Combine theory and practice 2. Combine the strategic with the tactical 3. Use relevant concepts to analyze and assess complex Internet enabled business situations. 4. Gain an understanding of the different areas of the company that are affected by internet enabled technologies.
Course Materials:
Readings (text and on-line news), cases, discussion. The first two text are available at the bookstore and on line. Be sure to obtain the correct edition by checking edition and ISBN. The dreamweaver text is available on line directly. Text (required):
1. Introduction to E-Commerce (2nd Edition) Jeffrey F. Rayport, Monitor / Marketspace Center Bernard J. Jaworski, Monitor / Marketspace Center Breakaway Solutions Inc., Breakaway Solutions Hardcover, ©2004, ISBN 0072865253 2. Publishing a Blog with Blogger: Visual QuickProject Guide (Visual Quickproject Series) Elizabeth Castro Peachpit Press, 2005 ISBN: 0-321-32123-5 3. Lynda: Dreamweaver 8 for purchase go to http://www.lynda.com or directly to this book at http://www.lynda.com/store/category.aspx?categoryID=332 These hands-on exercises, complete with insider tips and detailed color illustrations, teach you the latest techniques for designing Web sites with Dreamweaver 8. You'll learn to define a Web site, lay out pages effectively with CSS, use tables, create rollovers, and work with templates and forms. You'll also learn how to use the new features in Dreamweaver 8, including the new Unified CSS Panel, Style Rendering toolbar, guides, Zoom, and Code Collapse. Accompanied by a CD-ROM loaded with classroomproven exercises and QuickTime training videos, this book ensures you'll master the key features of Dreamweaver 8 in no time. 4. Simulations: We will be using several simulations and information relating to them will be provided in class. EBZ3113 – Managing B-2-B Relationships
This simulation will teach the student though several aspects of managing a business-to-business website. With an objective of streamlining the supply chain and production forecasting management, the learner will first make a decision on the type of b2b exchange that best suits the organizations requirement. The learner would then implement the exchange among component suppliers while ensuring that the decisions do not adversely affect any one of them. The learner should also ensure that a significant proportion of the purchases happen through the exchange. The learner will also have to address HR issues like non-usage and training.
EBZ3212 – Sustaining an E-business Venture
AN E-business needs to survive and sustain itself through adverse market conditions, constantly changing technical environments, and recurring security threats. Surviving in a growing Market is easy; the challenge is to survive in a mature market. Analyzing business requirements and formulating a robust online strategy before venturing into the e=business is essential for success. This simulation focuses on developing an online strategy, addressing legal and security concerns and exploring new markets for a game publishing company.
COURSE GRADING
Your final grade will be based upon the following: (1) On-Line and in Class participation 15%
Value added contributions to both on-line and in class discussions. On line discussions are as important as in class ones and provide a different type of learning experience in addition to keeping the class going throughout the week. Simulation participation is included in this grade portion. (2) Individual BLOG 15% (3) Team WEB SITE and individual contribution 30% (4) Midterm 20% (5) Final Exam 20%
GRADING PROCESS
While there is no fixed absolute number of grades in any one level it is important to note that high grades reflect an excellence in the understanding of class material and organization of thought. In addition, as an important aspect of any class, whether on line or in a classroom, is the shared thoughts and insights of the class members grades will also reflect an individual’s contributions to the class I will follow the Boston University, Metropolitan College, recommendations concerning grading standards. As such, a maximum of approximately 25 to 35 percent of the class would be in the A range (this is both A and A- grades). The remaining grades would be expected to fall in the B+, Band B- range. As grades are earned and not awarded, the College does give grades in the C+/C/C- range for work that is below average/standards. In graduate work a B+ is generally considered to reflect the average grade and A-/A grades reflect true distinction beyond the class norm.
Class Participation
You are expected to keep up on a weekly basis. The essence of this course is learning a set of ideas and knowing how they apply in international business situations. Mastering the material requires you to assess, think, and form judgments, so high quality on line participation is essential. High-quality participation includes substantive contribution to case discussions, insights into topics we are discussing, questions regarding relevant topics, and on-line interactions with others. There is not much time to accomplish quite a bit so it is essential that you do not fall behind. Please see timely presentation section regarding assignments and due dates. I would attempt to keep ahead to provide some individual flexibility in case a problem arises during the course.
Exams
There will be a mid term and comprehensive final exam. Each exam will cover information from lectures, videos, cases, readings. The exams are closed book/closed notes/closed on line material. The course overall and the exams will be structured to promote and reward learning, thinking and understanding. This will require some memorization as well as the ability to discuss concepts in an informed manner. Tests will contain both true/false, fill in blanks and short essays. On Memorization: I would expect you to represent yourself well (as well as representing me well) in the future. Since I would not expect you to carry notes or the text once you complete the course it is paramount that you either tattoo on your body, or impress in your mind, important concepts in order to speak, and act, intelligently once we have parted. As tattoos are awkward to refer to and often not viewed positively by most business cultures that leave me not many alternatives other than requesting you put to memorization important material. Many students tend to commiserate with each other claiming they will only forget. I can only respond that I will admit that I have forgotten a lot of what I learned. I will also acknowledge I remember everything of what I have not learned. Bear with me on this as while you are learning this now I really intend you to put it to use later. On Informed Manner: Informed discussion is not to be confused with opinion. You came into the class with an opinion on lots of things. I have rarely found a member of a class not to have opinions on most everything. Some are even strong opinions. Some of the opinions are founded in fact and many are the critically uninformed judgments that have been formulated by association with printed or verbal inputs
coming from newspapers, magazines, family, friends and educational institutions. Many of the exercises you will encounter in the class will require you to present an analytical presentation from at least two different perspectives. Understanding what you believe is one important aspect of education. Understanding what others believe, and why they believe it, is equally (if not more) important.
Timely Presentation of Materials Due Please Note: All work requests from me (Tests, assignments, paper etc.) have due dates. These are the LAST DATES that stated material is due. This means that it is a good idea to personally target dates before that date as your personal completion date to avoid difficulties. Please consider this a fact and not a subject for discussion. An assignment date is often viewed by students as the date to turn in an assignment. Please be advised that assignment dates are the LAST DATE to turn in an assignment. With this warning please recognize that I am not inclined to
accept late work and if late work should be accepted it will only be done with penalty.
REQUESTS FOR MAKE UP EXAMINATIONS : I strongly advise you to avoid requesting a make-up exam unless you have an extremely good reason as it is a disservice to others in the class who have organized their schedules to assure the timely presentation of materials and examinations. I recognize that, infrequently, devastating situations arise that could make it essential to miss the exam. Any request to make up the examination must relate to a fairly catastrophic event which made fulfilling the requirement impossible. Such requests will be reviewed, by me, on an individual basis and verification of the incident will be expected to be submitted at the time of any such request. I hope that you will understand that I do not do this to penalize any individual student but to attempt to assure that there is a level playing field and the total class feels confident that no one has a unique or unfair advantage.
A Word On Academic Conduct and Intellectual Honesty –
REMEMBER EXAMS AND PROJECTS ARE TO REPRESENT YOUR WORK.
Please do not forget that there are serious ethical issues pertaining to using other's work without references as you write the paper. You are to review my comments concerning
submitting work that is not your own on any assignment or test in this course. I consider it a serious issue and would take the necessary actions should this be suspected. It is a simple thing to reference work. Remember – this does not mean that you can cut a section from another work. It means that you can reference ideas that are not yours. When you quote someone’s work make certain that you follow the APA guidelines concerning spacing, indenting and length of work. The University, College and I consider submitting work that is not your own on any assignment or test in this course to be a serious issue and would take the necessary actions should this be suspected. Keep in mind that I also consider providing assistance on work that is to be your own also not acceptable and worthy of the same consequences and receiving assistance. This course will strictly follow the Code of Academic Conduct of Boston University. Please keep this in mind. Academic conduct promoting the desired educational environment of the College involves behavior which refrains from cheating on exams, plagiarism, misrepresentation or falsification of data, theft or destruction of examinations or papers, or alteration, forgery, or knowing misuse of academic records or documents or other similar behavior.* The internet has made plagiarism even easier, and be aware that text from the Internet is a bona fide form of
plagiarism that could result in dismissal from Boston University.* This applies to any course at Boston University. * From Metropolitan College “Code of Academic Conduct”
WEEKLY ASSIGNMENTS
ECOMMERCE TM 648
Course Calendar and Assignments
WEEKLY SCHEDULE OF COURSE CALENDAR AND ASSIGNMENTS WEEK 1 – SEPTEMBER 6 FRAMEWORK FOR E-COMMERCE, TECHNOLOGY & MARKET OPPORTUNITY Introduction to E-commerce Course requirements, overview of course and topics to be covered as well as assignments and expectations. Introduction to ecommerce WEEK 2 – SEPTEMBER 13 FRAMEWORK FOR E-COMMERCE, TECHNOLOGY & MARKET OPPORTUNITY Chapters 1 Framework for Ecommerce 2 Basic Technology of the Internet and Security View: video clips on line for discussion in class WEEK 3 – SEPTEMBER 20 BLOGS, EASY BUSINESS COMMUNICATIONS AND MEDIA TECHNOLOGIES MEET IN LAB Lab session on Blogs and begin individual design work TEXT: BLOGS: PROJECT: Development of a personal WEB BLOG See project development instructions under Projects section of syllabus WEEK 4: SEPTEMBER 27 ON LINE CLASS: Lecture on Blogs and Individual Development of Personal Blog BLOGS: posted to web and address for viewing posted to Class WebCT site. Students rate class member blogs using BLOG RATING FORM from Class web site. Do the following on line simulations
EBZ3212 - Sustaining an E-business Venture EBZ3111 – Developing a Business Website EBZ3113 – Managing B-2-B Relationships
WEEK 5 – OCTOBER 4 BUSINESS MODELS AND STRATEGY FORMULATION Chapters
3Market Opportunity Analysis - Business Models 4 Business Models Video Case : E-Dreams (View on line) WEEK 6 – OCTOBER 11 WEB SITE DEVELOPMENT AND DREAMWEAVER© ACTIVITIES MEET IN LAB Chapters 9. Website Development Process 10. Site Architecture Readings: Lynda material on Dreamweaver web development PROJECT: Development of a WEB Site using Dreamweaver See project development instructions under Projects section of syllabus Lynda Dreamweaver studio 8 WEEK 7 – OCTOBER 18 BUSINESS MODELS AND STRATEGY FORMULATION Chapter 1. Strategy Formulation: Customer Interface 12. Media Transformation WEEK 8 – OCTOBER 25 MidTerm Exam: WEEK 9 – NOVEMBER 1 DreamWeaver Lab WEEK 10 – NOVEMBER 8 PUBLIC POLICY ISSUES AND LEGAL ISSUES ON LINE CLASS Chapters 13. Public Policy and Laws NOTE: Thanksgiving holiday November 22 WEEK 11 – NOVEMBER 15 CONTINUED MARKETING COMMUNICATIONS AND METRICS Chapters 6 Market Communications and Branding 8. Metrics
WEEK 12– NOVEMBER 29 ON LINE CLASS DREAMWEAVER CONTINUED Complete Projects and Posted to WEB
Students post their and view other team’s blogs. There will be an on line discussion of each of the projects that all students will be expected to participate in. In addition all students will rate each of the projects as well as their team member’s level of participation. Refer to Projects section of syllabus for details. Web projects are posted to: http://www.ecommerceclass.org WEEK 13 – DECEMBER 6
Final Examination MORE ON ASSIGNMENTS:
BLOG ASSIGNMENT AND THE SUBMISSION OF THE BLOG: You are to design a BLOG site. This can be a business, person or a site for your kids. It is up to you. What I want you to get from this exercise is what a BLOG is (you could ask a 12 year old on the street but his is better for you and saves embarrassment), how they are used and the business implications of blogs. To really “get it” you need to set up a blog and start interacting with the world. You can set one up with your kids (They most likely already have one, sorry), you can set one up for the relatives to share your experiences, you can set one up to “spout off” about some issue that is important to you (maybe a not for profit you are involved with, maybe a political agenda you would like to tell the world about or just maybe a business issue. It is up to you. 1. You are to create a BLOG using BLOGER. Why Blogger? Well first it is free and you have used up all your money buying books. Second it is easy and I am sure you will like that given we have one week to absorb BLOGS and move on. 2. Blogger is found at http://www.blogger.com and it is pretty much straight forward. Kids are amazed at how even adults can do it! Think I kidding just ask one. You can get a digital address and post a blogger site to a more formal web but why? That is really what web sites are all about and that is what we are going to do next. 3. OK, Enough of blogs for now. For a more formal blogger discussion as well as the full requirements for your personal blog assignment you can go to the lecture for week three. WEB SITE DEVELOPMENT You will learn the profession web design tool, Dreamweaver, and design a corporate quality site. This site will be the combination of each teams site combined to make one full (and fairly wonderful) web site. Each individual will work with your team to make two web pages that will be combined with the other teams (sections) to produce a full site. Individuals are graded by the team, facilitator, instructor and other class members as to the quality of the team’s site and each team member’s participation in the development of the site. The team will receive a grade for their site in relation to the other sites. A team member’s grade can be less than the
team’s grade depending on the specific contribution to the site’s development. You will find the specific WEB development requirement under week four material.