JAIPURIA INSTITUTE OF MANAGEMENT

POST GRADUATE DIPLOMA IN MANAGEMENT

FOURTH TERM (2014-16)
Course Code: IT403

Course Title: E-Commerce

Course Overview
E-Commerce is creating new electronic markets where prices are more transparent, markets are
global. Electronic commerce is having a direct impact on the firms relationship with suppliers,
customers, competitors and partners. Electronic commerce can be used to reduce supply chain costs,
increase production efficiency and tighten the relationship with customers. This course is designed to
help students analyze the various business models. We will also explore the reasons why the early eCommerce ventures failed and the strategic, financial, marketing and organizational challenges they
faced.
The course is designed to make the students understand the internet and E-commerce technology,
security systems and the payment mechanisms without which E-commerce could not have existed
successfully.
E-commerce is not just about business and technology but also about the impact it has on society as a
whole. E-commerce and Internet technology has important social consequences (both positive as
well as negative) which business leaders cannot ignore.

Learning Outcomes
After undergoing this course, the participants will be able to:
1. Understand basic concepts relevant to E-Commerce and E-Business;
2. Understand the use of electronic channels to make business more effective;
3. Analyze the various E-Commerce websites, their features and performance;
4. Create small E-Commerce applications for various business processes;
5. Align the concept and applications of E-Commerce with other business domains;
List of Topics/Modules
Topic/Module
Introduction to E-Commerce and E-Business

Contents/Concepts
This module brings out the difference and
similarity between E-Commerce and E-Business
as well impart learning on various e-commerce

Technology Infrastructure for E-Commerce:

business models.
This module exposes students to the various
1

infrastructural requirements for setting up of an

Business Concepts and Social Issues:

e-Commerce venture.
This module develops the skills to identify the
key features of Internet audience with basic
understanding of consumer behavior and

E-commerce in Action:

purchasing decisions.
The module develops an understanding of the
current environment in which online retail sector
operates and identify the challenges faced by
different types of online retailers.

Evaluation Criteria
Components
Description
%Weightage
Quizzes
There will be three announced quizzes. The quizzes would
10
consist for multiple choice questions and/or fill in the blanks.
The best two quizzes would be considered for assessment.
Assignment
Student will be evaluated individually and/or in groups. It is
10
(Class presentation/
based on how well students participate individually/in groups in
Class participation/
the case analysis activities or questions put up in the class.
Case assignment/
Case problem /
Lab assignment)

Project
Assignment
Mid Term
Examination
End Term
Examination

Students will be required to complete an assignment/ project as

20
a part of their individual/group assessment component.
This will consist of cognition and application based situational
20
questions coupled with small analytical questions.
This will consist of case study and application based situational
40
questions wherein students will reflect and correlate their
learning with problems in question.
Exemption or deferral of a quiz, assignment is not permitted. Any student who either misses a
quiz, or does not hand in an assignment, will have zero marks for that component. There will be
no makeup provisions.
In case of absence from mid-term or end-term, the students absence will be treated as per
examination norms.
It is expected that all students will make a significant contribution to the group assignment
wherever required, failing which, marks may be awarded accordingly. Assignment not submitted
on the due date will not be graded.
Recommended/Reference Text Books and Resources
Text Book

Kenneth C. Laudon and Carl Guercio Traver, E-commerce: Business, Technology, Society,
2

Pearson Education, 2009,(Fourth Edition)

References

Parag Kulkarni, Sunita Jahirabadkar, Pradip Chande, E-Business, Oxford University Press,
2012,(First Edition)
Gary P. Schneider, E-Commerce: Strategy, Technology and Implementation, Cengage
Learning, 2009,(Fifth Edition)
Jonathan Reynolds, E-business: A management Perspective, Oxford University Press, 2010,
(First Edition)
Session Plan
S.N.

Requirements:
Readings/Case
Module I: Introduction to E-Commerce and E-Business
1
Introductory Session: Ice Breaking,
Text, Ch. 1, Pp.
Mutual Expectations, Course
6-18
Overview, Doing Business in the
Digital Economy, Introduction to Ecommerce and E-business

Date

Topic

E-Commerce solutions in business

organization, Types of E-Commerce,
Growth of Internet and the Web,
Impact on Society
E-Task 1: Choose an Ecommerce
site and assess it in terms of seven
unique features of Ecommerce
Digital communication Ways of
interaction with e-customer
/consumer, Assessing suitability of
products to be sold on Web

Case 1 / Hands
On
Text, Ch. 1, Pp.
19-28

Reference
(Reynolds),
Ch.6, Pp. 181199

Theory of planned behavior and

Technology Acceptance Model to be
used in e-commerce (online
shoppers, their needs and behavior)

Reference
(Reynolds),
Ch.6, Pp. 204234

Ecommerce Business Models:

Text, Ch. 2, Pp.
Business Model and revenue 66-74
model
Elements of a Business
Model
E-Task2: Prepare a business model

Learning Outcome

The student will be

able to differentiate
between E-Commerce
& E-business as well
as understand the
unique features of Ebusiness (LO 1)
The student will be
able to recognize and
describe Web 2.0
applications with hands
on exercise
(LO 1)

The student will be

able to understand the
dynamics of digital
communication and the
right products to be be
pitched online. (LO 2)
The student will be
able to understand the
behavioral side of Ecommerce. (LO 1 and
LO 2)
The student will be
able to identify the key
components of ECommerce business
models and their
utility. (LO 1)
3

for various organizations belong to

different sector.
6
Module Review Session
Module II: Technology Infrastructure for E-Commerce:
7
Search Engine Technique(SEO) and Polycopy
Web 2.0 Technologies

10

Web Site Quality Assurance

Introduction
Basic Features
Quality Assurance
Parameters

Guest Talk
Polycopy

E-Task 3: Study a website with

reference to webqual in order to
understand website quality index
Building an Ecommerce website:
Text, Ch. 4, Pp.
Approaches to building a
199-211
website
Planning
Analysis
Designing and Testing
Implementation and
Maintenance
Server Software
Choosing Hardware
E-Task 4: Visit at least 5 ecommerce sites and evaluate the
effectiveness of sites according
to the nine basic criteria list in
text. Choose the best site and
present your analysis.
Building E-commerce Website using Hands On
Wordpress/ Wix.com/ Google Docs/
Indiagetonline.com

11

Building E-commerce Website using

Wordpress/ Wix.com/ Google/
Docs/Indiagetonline.com

Hands On

12

E-store design- navigability,

Interactivity and Category
Management Issues, Web
consultancy issues

Polycopy

The student will be

able to understand the
current structure of
Internet. Upcoming
web technologies and
search optimization.
(LO 2)
The student will be
able to understand
overall web quality and
will be having a hands
on by using webqual
tool.

The student will be

able to understand the
process followed in
building E-Business
solutions and issues
related to outsourcing
of its development
&/or hosting.
(LO 3 and LO 4)

The student will be

able to design and
develop E-Commerce
website. (LO 4)
The student will be
able to design and
develop E-Commerce
website. (LO 4)
The student will be
able to learn about the
E-store design and the
4

13

E-Business Security Environment,

Security threats in E-business,
Technology Solutions

Text, Ch. 5, Pp.

257-294

14

Electronic Payment System:

Understanding Payment and
cyber security
Designing
Electronic
Payment Systems
Electronic cash
Electronic Cheque
Credit and Debit cards
Smart Cards
Electronic Payment System:
Electronic Fund Transfer
E-wallets
Micropayments
NEFT
RTGS

Case 3
Text, Ch. 5, Pp.
302-309

15

Hands On
Text, Ch. 5, Pp.
310-317

E-Task 5: Analyse various open

source payment gateways available
on Internet (viz. paytm, instacash,
paytm, zaacpay, oxicash payment
gateways) and choose a payment
gateway for your E-commerce
website.
16
Module Review Session
Module III: Business Concepts and Social Issues:
17
Ecommerce Marketing Concepts:
Text, Ch. 6, Pp.
Basic Marketing Concepts
336-363
Segmenting online customers
to make E-commerce
effective (some tools for
segmentation like clustering
using SPSS or Excel)

18-19

Ecommerce Marketing Concepts:

Internet Marketing
Technologies

Text, Ch. 6, Pp.

364-380

issues involved in the

process. (LO 2 and LO
3)
The student will be
able to understand
scope of E-Business
related crime and
security problems.
(LO 2 and LO 3)
The student will be
able to compare and
contrast the usage of
traditional and ECommerce payment
mechanisms.
(LO 3)

The student will be

able to describe the
features and
functionality of
electronic billing
presentment and
payment systems with
hands on exercise.
(LO 3 and LO 4)

The student will be

able to identify the key
features of Internet
audience and customer
segmentation with
basic understanding of
consumer behavior and
purchasing decisions.
(LO 5)
The student will be
able to understand the
usage of Internet
5

Google Adwords
Google adsense
Banner Ads
Marketing Strategies

marketing technologies
and related strategies.
(LO 5)

E-Task 6: Come up with an idea for

a new business that will sell a
product or service on the Web and
then attempt to find a "good"
domain name for the business.
Evaluate
the
strengths
and
weaknesses of the name you
ultimately chose in terms of the
criteria for a good domain name.
You have secured a domain name
and established a Web site for the
company. Now its time to advertise
your products and services online.
Find five Web sites that would be
appropriate places for you to
advertise and investigate the
advertising options they provide.
Then
create
a
presentation
summarizing your findings and
choose 2 sites on which you will
advertise from among the five,
explaining the reasons for your
choices.
20
Module Review Session
Module IV: E-commerce in Action:
21
Online Retailing and Services:
Guest Talk
The Retail Sector
Text, Ch. 9, Pp.
552-572
E-tailing Business models

22

Online Retailing and Services:

Online Financial Services
Online Travel Services

Text, Ch. 9, Pp.

585-602

The student will be

able to understand the
current environment in
which online retail
sector operates and
identify the challenges
faced by different types
of online retailers. (LO
5)
The student will be
able to understand the
major features of
online and offline
service sector and
financial service
industry. (LO 5)
6

23

Social Network, Auctions , and Text, Ch. 11, Pp.

Portals:
698-723
Social Networks and Online
Communities
Online Auctions
E-commerce Portals
Portal Business Models

24

Concluding Session

Summing up

The student will be

able to understand
different types of social
networks and online
communities and their
business models. The
student will be able to
understand major types
of auctions, their
benefits and costs, and
how they operate.
(LO 5)
Summing up

The course instructor will conduct two guest talks.

Contact Details:
Name of the Instructor:
Office Location:
Telephone:
Email:
Teaching Venue:
Website:
Office Hours:
Online Links (Link to
Blackboard etc.):

Prof. Lalit Sharma

Noida
9999033509, office ext. (329)
lalit.sharma@jaipuria.ac.in
www.jaipuria.ac.in/noida
9:30 a.m. to 5.30 a.m.
None

Case Bank: Suggested questions

Case1: P2P Network Rock, Music Industry Rolls
1) How can P2P file-sharing networks make money if they do not sell music?
2) Into which category or categories of e-commerce do P2P file-sharing networks fall and why?
3) What social issues are raised by P2P file-sharing protocols and programs such as BitTorrent?
Is the record Industry justified in attempting to shut them down? Why or why not?
4) What difference would it make if the existing music labels disappeared for lack of revenue?
What legitimate function do the music labels perform in the creation and distribution of
original music?

Case2: B2C Model at Aradhana Tours

1) Analyse the blue ocean strategy of Aradhana Tours with particular reference to B2C models.
2) Compare and describe B2B and B2C models in the travel and tour business?
3) Study the impact of e-business on Aradhana Tours.
Case3: Online Payment at Hotel Bizcomfort
1) Discuss the advantages and disadvantages of online payment with reference to the hospitality
industry.
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2) Why did Hotel Bizcomfort incur losses due to the introduction of advanced payment system?
3) Discuss e-business models for the hospitality industry.
4) Discuss the role of reservation system and associated e-business system for the hospitality
industry.
Case4: Liquidation.com: B2B Marketing Success Story
1) Why is Liquidation.com able to compete against eBay?
2) How did Liquidation.com build trust in its sites and services?
3) Why would retailers rather have a site dedicated to finding wholesalers rather than use the
existing Liquidation.com site?
4) What are the key elements in Liquidation.coms core product and how does it create an
augmented product?
Case 5: A sharp focus on C2C commerce helps OLX India achieve pole position.
http://yourstory.com/2013/08/naspers-backed-olx-claims-to-have-60-market-share-in-indian-onlineclassifieds/