UNIVERSITY OF MAKATI

J.P. Rizal Ext. West Rembo, Makati City

COURSE OUTLINE

COLLEGE OF BUSINESS AND FINANCIAL SCIENCE

DEPARTMENT OF HUMAN RESOURCE MANAGEMENT

COURSE TITLE COURSE CODE

E-COMMERCE AND INTERNET MARKETING MKTG 6

COURSE PREREQUISITE/CO-REQUISITE UNITS

COURSE DESCRIPTION
This course covers the e-commerce and internet marketing that will provide education to the students in enhancing the
competitiveness of an organization by developing innovative information and communications technology. This includes
the e-commerce and internet marketing strategy, procurement, supply chain management and customer relations
management.

COURSE INTENDED LEARNING OUTCOMES

Upon completion of the course, the students will be able to:
 To learn the e-commerce and internet marketing.
 To learn the importance of e-commerce and internet marketing in any organization.
 To analyze and evaluate the e-business environment, strategy, supply and customer relations
management.
 To create their own e-business and able to market their products using internet marketing.
To assess and analyze the how to manage their e-business using social media.

WEEK SESSION CONTENT

UMAK’s Vision and Mission
Expectation on class decorum/ requirement
 Groupings/ assignment
1 1  Overview of the subject
 Checking of CORs

CHAPTER 1
Introduction to e-business and e-commerce
 Introduction and history and definitions of internet, e-business and e-commerce.
 Definition of e-business and e-commerce
 Difference between e-commerce and e-business
2 2-3  Three definitions of the relationship between e-commerce and e-business.
 Definition of e-marketing or internet marketing
 Definition of buy-side e-commerce and sell-side e-commerce.
 Definition of intranets, extranets and the internet.

CHAPTER 2
E-business and e-commerce: Impact, opportunities and risk
 The impact of the electronic communication on traditional businesses.
 E-business opportunities
3 4-5  Business adaption of digital technologies for e-commerce and e-business
 E-business risks and barriers to business adoption
 Management responses to e-commerce and e-business

CHAPTER 3
E-Commerce Environment
 Online Marketplace analysis
6-7  Elements of the Online Marketplace map
4-5
8-9 1. Customer segments
2. Search Intermediaries
3. Intermediaries and media sites
4. Destination sites
The CCMD acknowledges all academic efforts and serves as a repository of academic learning plans of the teacher-contributor and the department chair-editor.
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 UNIVERSITY OF MAKATI
J.P. Rizal Ext. West Rembo, Makati City
 Location of trading in the marketplace
 Different places for online representation
1. Seller-controlled
2. Seller-oriented
3. Neutral
4. Buyer-oriented
5. Buyer-controlled
 Commercial Mechanisms and online transactions
1. Negotiated deal
2. Brokered deal
3. Auction
4. Fixed-price sale
5. Pure markets
6. Barter
 The importance of multi-channel marketplace models
 Different types of online intermediary
1. Access portal
2. Blog
3. Directory
4. Geographical
5. Horizontal or functional portal
6. Marketplace or auction
7. Price comparison site or aggregator
8. Publisher site
9. Search engine
10. Media type
11. Vertical intermediary

CHAPTER 4
Business models for e-commerce
6 10-11
 8 Elements of the Business models required by Investors
1. Value proposition
2. Market or audience
3. Revenue models and cost base
4. Competitive environment
5. Value chain and marketplace positioning
6. Representation in the physical and virtual world
7. Organizational structure
8. Management
 11 Different types of business model that can be facilitated by the web
1. E-shop
2. E-procurement
3. E-malls
4. E-auctions
5. Virtual communities
6. Collaborations platforms
7. Third-party marketplaces
8. Value-chain integrators
9. Value-chain service integrators
10. Information brokerage
Trust and other services

CHAPTER 5
Alternative Perspective on Business Models
 Marketplace position perspective
 Revenue model perspective
Online Publisher and intermediary revenue models
1. CPM display advertising on site
2. CPC advertising on site (per-per-click text ads).
12-13 3. Sponsorship of site sections or content types (typically fixed fee for a period)
7-8 14-15 4. Affiliate revenue (CPA, but could be CPC)
5. Transaction fee revenue
6. Subscription access to content or services.
7. Pay-per-view access to documents
8. Subscriber data access for e-mail marketing
 Commercial arrangement perspective
 Calculating revenue for an online business
o Number and size of ad units

The CCMD acknowledges all academic efforts and serves as a repository of academic learning plans of the teacher-contributor and the department chair-editor.
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 UNIVERSITY OF MAKATI
J.P. Rizal Ext. West Rembo, Makati City
o Capacity to sell advertising
o Fee levels negotiated for different advertising models
o Traffic volumes
o Visitor engagement

MIDTERM EXAM
9 16-17 Coverage: Chapter 1-5

CHAPTER 6
E-Business Infrastructure
 5 five-layer Model E-Business Infrastructure Components
1. E-business services-application layer
-CRM, supply chain, management, data mining, content management systems
2. Systems software layer
-Web browser and service software and standards, networking software and
database management system
10 18-19 3. Transport or network layer
-Physical network and transport standards (TCP/IP)
4. Storage/physical layer
-Permanent Magnetic storage on web servers or optical backup or temporary
storage in memory (RAM)
5. Content and data layer
-Web content for intranet, extranet and internet sites, customers’ data, transaction
data, clickstream data

CHAPTER 7
E-Business Strategy
Definition of Strategy
3 Form of Strategy
1. Strategy in General
2. Corporate Strategy
3. Competitive strategy
Definition of e-business strategy
Elements of Strategic Objective setting for the e-business
E-business Strategy
1. E-channel strategies
2. Multi-channel e-business strategy
3. Alternative strategy process models
11 20-21 o Parallel corporate strategy model
o Sequential marketing strategy model
o Prescriptive Strategy
o Emergent Strategy
Stage models of e-business development
Capability Maturity model of the adoption of e-business
Threats of E-Business
1. Competitive Threats
2. Sell-side Threats
3. Buy-side threats
E-business strategy implementation success factors.
Reasons for E-business failures

CHAPTER 8
Supply Chain Management
 Definition
 The benefits of supply chain management
 Players of Supply Chain Management
1. Upstream Supply Chain
2. Downstream Supply Chain
Using technology to Support Supply Chain Management
12 22-23
 3 Phases
1. Early Implementation
2. Electronic Trading gateway
3. The move towards internet commerce
Simple Model of Supply Chain
 Vendor-Managed Inventory (VMI)
 Push and pull supply chain models
Example of a typical Supply Chain for B2B company

The CCMD acknowledges all academic efforts and serves as a repository of academic learning plans of the teacher-contributor and the department chair-editor.
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 UNIVERSITY OF MAKATI
J.P. Rizal Ext. West Rembo, Makati City
The Value Chain (VC)
The Alternative Models of Value Chain
a. Traditional Value Chain
b. Revised Value Chain model
Technology Option and standards for supply chain management

CHAPTER 9
E-Procurement
 Definition of E-procurement
 Process flow analysis for traditional procurement
 Process flow analysis for new procurement
 Participants in Online Procurement
 Risks and impact of e-procurement
o Organizational Risks
o Technology Risk
13 24-25  Implementing e-procurement
o Different types of e-procurement system
 The growth in adoption of web-enabled e-procurement
 Integrating company systems with supplier systems.
 The three main e-procurement model alternatives for buyers
1. Sell-side
2. Buy-side
3. Independent marketplace
Advantages and disadvantages

CHAPTER 10
E-marketing
 Definition of e-marketing
 Distinguishing between e-marketing, e-business and e-commerce
 E-marketing plan
26-27 o Situation analysis
14
o E-marketing objectives
o Strategies for target markets
o Tactics for marketing mix
o Actions, control and monitoring
 Characteristics of new-media marketing communications

CHAPTER 11
Customer Relationship Management (CRM)
 CRM definition
 Importance of CRM
 Different stages the classic customer lifecycle
 Characteristic of effective website as reported by industry manager
 4 Marketing activities that comprise CRM
 Marketing applications of CRM
 E-CRM
 Important e-CRM Challenges and activities
 Benefits of e-CRM
 Customer Profiling
 The Online Buying process
15 28-29  Existing behavior of B2C and B2B
 The net promoter score (NPS)
 Facilitating online advocacy
 Managing inline detractor
 The characteristics of interactive marketing communications
 Online Marketing communications
1. Search engine marketing
2. Online PR
3. Online Partnership
4. Interactive Advertising
5. E-mail Marketing
6. Viral Marketing
 E-commerce Customer retention Management goals
 Improving Online Service Quality

The CCMD acknowledges all academic efforts and serves as a repository of academic learning plans of the teacher-contributor and the department chair-editor.
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 UNIVERSITY OF MAKATI
J.P. Rizal Ext. West Rembo, Makati City
CHAPTER 12
Change management
 Definition of change management
 Aspect of change
 The challenges of e-business transformation
 The challenges of sell-side- e-commerce implementation
 Different types of change in business
o Incremental change
16 30-31 o Discontinuous change
o Organizational change
o Anticipatory change
o Reactive change
 Different forms of organizational change
 Business Process Management
 Business Process Re-engineering
 Business Process Improvement

CHAPTER 13
Analysis and design
 Analysis for e-business
o Workflow Management
o Process mapping
o Task Analysis and task decomposition
o Process dependencies
 Design for e-business
 Architectural design of e-business system
 User-centered site design
 Elements of site design
 Evaluating Designs
17 32-33  Security design for e-business
o Common security threats and solutions for e-business
o Managing computer viruses
o Protecting computer systems against viruses
o Controlling information service usage
o Monitoring of electronic communications
o Email management
o Hacking
o Secure e-commerce transactions
o Approaches to developing secure systems
o Current approaches to e-commerce security
o Reassuring the customer

APPLICATION
 Require students to create an account as customer in any online business
 Require students to create an account as distributor/reseller
18 34-35
 Require an output on their experiences as a customer and distributor/reseller
 Identify system for e-business security protection.

FINAL EXAMINATION
19 30-31
Coverage: Chapter 6-13

REQUIRED READINGS (TEXTBOOK)

Chaffy, Dave. (2009) Fourth Edition, E-business and E-commerce Management: Strategy, Implementation and
Practice, England.

SUGGESTED READINGS
Chaffey, D., Ellis-Chadwick, F.,Mayer, R. and Johnston, K. (2009) Internet Marketing: Strategy Implementation and
Practice, 4th edn. Financial Times Prentice Hall, Harlow.

E-commerce Times (www.ecommercetimes.com) has ‘daily news e-business news and analysis’.

New Media Age (www.newmediazero.com) is a weekly new media magazine, with partial content online.

Revolution magazine (www.revolutionmagazine.com) a monthly UK magazine on new media – mainly sell-side e-

commerce. Fully archived on site.

The CCMD acknowledges all academic efforts and serves as a repository of academic learning plans of the teacher-contributor and the department chair-editor.
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 UNIVERSITY OF MAKATI
J.P. Rizal Ext. West Rembo, Makati City
International country government sites encouraging e-business adoption
Business.gov.sg (www.business.gov.sg) Singapore government portal for encouragement of e-business.

COURSE REQUIREMENTS
 Lecture/discussion
 Quizzes
 Group Project
 Assignments/ Exercises
 Major exams

GRADING SYSTEM
Midterm/Final Period - 40%
Recitation/Attendance - 20%
Quizzes - 20%
Seatwork/Assignment - 20%
Total ----------------------------- 100%
CLASSROOM POLICIES
Language of Instruction
The language of instruction is English.
Attendance
The University requires that every student to attend all classes regularly. Anyone who incurs 20 % (11 hours)
of the total hours of instruction may be given a failing grade, if majority of absences are unexcused. (University
of Makati, Student Handbook)
Honor, Dress and Grooming Code
All students are required to attend classes in their prescribed uniform:
For Male Students
White polo with patch sewn a little above the left side of the chest, Brown Slacks, Black Shoes, ID
For Female Students
White Blouse with school patch, Brown Pants, Black closed leather shoes, ID

Students shall at all time neat, clean and decent in their clothing, orderly, respectful, and courteous in their
conduct.
(University of Makati, Student Handbook)

All students of University of Makati are expected to conduct themselves properly, to respect the persons around
them and the rights of their
fellow students, faculty members, school administrators, school authorities and employees. Also, they should preserve
human dignity and uphold the good name of the University at all times. (University of Makati, Student Handbook)

CONSULTATION HOURS

During break time of the assigned professor.

COURSE PROGRAM

COURSE TITLE SCHEDULE TIME ROOM

FACULTY DEPARTMENT HEAD COLLEGE SECRETARY DEAN

Prof. ANALYN C.
Dr. FERDINAND PIANO Prof. LIZA G. RIVERA Dr. BERNIE BALMEO
DIONALDO

The CCMD acknowledges all academic efforts and serves as a repository of academic learning plans of the teacher-contributor and the department chair-editor.
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