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Internet Business:

Principles of Electronic Commerce

Date & Hour: Thursday 10:00-12:50 or 2:00-4:50
Class Room: TBD
Fall 2013

Dr. InSul Kim

College of Business
Hallym University
Tel: (010) 4945-8539

Personal Meetings are Available after Class or/and By an Appointment

Course Description

The growth of the Internet continues to have a tremendous influence on business.

Companies and organizations of all types and sizes are rethinking their strategies
and how they run their operations. This new course challenges students to explore
the realities and implications of internet business (i.e., e-commerce) from a
marketer's perspective. Business-to-consumer (B2C) and business-to-business
(B2B) e-commerce markets are examined. The course introduces students to a
wide range of electronic commerce issues for marketers, as a foundation for
continual learning in the dynamic e-commerce environment.

Learning Objectives

To gain an understanding of basic concepts, theories, and business models

underlying e-commerce
To apply e-commerce theory and concepts to what e-marketers are doing in
"the real world"
To improve familiarity with current challenges and issues in e-commerce

Text Book

E-Commerce 2012: Business. Technology. Society. (2012)

by Kenneth C. Laudon & Carol Guercio Traver, Person
*Available at most online bookstores such as Kyobo, Yes24, and others.
**Note: Additional readings and handouts may be assigned during the class if it is
Students are expected to keep themselves current with e-commerce developments
by reading newspapers, business magazines, and online e-commerce news sources
please refer to Extra Credit section on page 5.

Nature of the Class

Classes may involve lectures, videos, small group exercises, discussions, and
presentations. Students are expected to attend class, participate and contribute to
discussions, and keep up with e-business news.

Also, I would like to assure you that this course is an introductory course for e-
commerce. So do not panic!!! Although we will use English as a main
communication tool in class, we will also incorporate Korean to make sure that you
can fully understand the basic theories and concepts of the course. (Note: In this
class, two terms, e-commerce and internet business, are used interchangeably).

Class Participation

I assume you are taking this class because you are truly interested in E-Commerce,
and are seeking to develop your skills and understanding. This will require active
participation on your part, both in class and outside of class. Because of the nature
of the subject, we should be able to learn a lot from each other. In other words,
this course will be based on a high degree of "member-produced content.

* Attendance Policy: Attendance will be taken each class. No more than 3 absences
are permitted. Each additional unexcused absence will result in a 5 point lowering
of your final grade. In addition, 3 times late arrivals to the class will be counted as 1

Overview of Assessment Weight Deadline

Personal Mini Project 15% Select One based on Topic

Midterm Exam 25% Week 8

Group Project & Presentation 20% Week 14

Final Exam 25% Week 15

Attendance & Class Participation 15% Every Week



E-Commerce is extremely dynamic. This course syllabus and schedule are subject to
change pending notification in class.

Exams Description

The two exams (Week 8 and Week 15) will cover material from class lectures
and discussion, the textbook, and other readings. They will primarily consist of
questions in multiple choice or short answer format.

Personal Mini Project: Case Study based on PPT Presentation

This personal mini project provides you with the opportunity to systematically
compare a foreign case and a domestic case. At the end of each chapter of the
textbook, there is a case study that reflects the weekly topic of the course. For
this project, (1) you will choose ONE chapter that interest you the most, (2)
read and analyze a case study that is introduced in the textbook, (3) find a
similar domestic (i.e., Korean) case, and (4) compare the two cases for
differences and similarities in terms of their respective market environment
and surviving strategies.

Topics for the choice will be selected on Week 2. The presentation must be
delivered on the day when the chapter is covered.

Background Analysis 30%

Comparison 30%
Comments & Recommendations 20%
In-Class Presentation 20%

The project slides must follow a format of an analytical report:

The first section, Background Analysis must describe (1) a summary of the
textbooks case study (2) an introduction of a chosen domestic case (3) your
rationales for choosing the cases.

The second section, Comparison must present similarities and differences in

terms of (1) organizational structure, (2) market environment, (3) e-commerce
activities (i.e., marketing, advertising, and other surviving strategies), and (4)
the focal points of the chapter that reviewed on that week of your presentation.
Remember, you are expected to explicitly draw on theories and concepts
delivered in your readings of that week you presenting that is the point of this
The final section, Comments & Recommendations, is a summary of practical
recommendations for improving the domestic case of your choice.

Group Project Description: PPT Presentation

This project provides you with an opportunity to increase and demonstrate

your understanding of internet business theory and practice. The project is due
Week 14.

Market Analysis 20%

E-Commerce Rationale 30%
E-Commerce Critique & Recommendations 30%
In-Class Presentation 20%

Relatively few companies or nonprofit organizations effectively utilize the

Internet in their marketing programs. Most small businesses still do not even
have a website. Working with a group, identify a company you believe would
benefit from an improved e-commerce program. Form a group, discuss a firm
that will be an appropriate case for this project and start brainstorming with
your group members in advance.

The project slides must follow a format of an executive report:

The first section, Market Analysis must describe (1) its marketing environment,
(2) its main customer market, (3) its marketing mix, and (4) two or three of its
major competitors. Tools such as SWOT analysis and STEP analysis may be
applied. Primary and secondary research is expected. References are expected.

The second section, E-Commerce Rationale must present why the company or
organization should increase and improve its e-commerce activity, given the
particular nature of its marketing environment. You are expected to explicitly
draw on theories and concepts presented in class and in your readings, and to
apply them to the company's particular situation.

The final section, E-Commerce Critique and Recommendations must include (1)
critique of the company/organization's website and apparent e-commerce
activity, and (2) recommendations for improvement.

A detailed implementation plan is not expected, but you should provide enough
specifics to make the proposal a substantial foundation for practical follow-up
with the company. (This is especially important to those of you who aspire to
be successful e-commerce consultant!)

In-Class Presentation Criteria

The In-Class Presentation is an important opportunity for you and your group to
demonstrate your e-commerce understanding. The personal mini project
presentation should take about 15 minutes, leaving time for 5 minutes of
question and discussion. The group project presentation should take about 20
minutes following the same criteria. The presenters are expected to
demonstrate good organizational and verbal communication skills, using
appropriate audio and visual aids and technology.

It is the responsibility of the presenters to encourage at least 2 questions or

comments from the audience.

* In-class Presentation can be delivered both in Korean and English.

Extra Credit: Optional (potential of up to 6 points added to final grade)

Current Articles (News Papers, Magazines, Blogs, Wikis, & Etc.)

E-Commerce is such a dynamic topic, with ever-changing issues, controversies,

companies, people, and company alliances. You are expected to help keep all
of us up to date by referring to relevant news articles in class.

To receive the extra credit:

(1) You must notify me at least one week in advance and submit the copy of
the article (No extra credit will be given on Week 8, Week 14, Week 15)
(2) The date you brought it up for the class discussion, you must bring the
article and a one-page report.
(3) A one-page report must include:
(a) A summary of the main points
(b) A discussion of how it relates to the internet business environment
(c) A personal reflection on the relevance of the event to you.

Credit will be given for up to 3 reports; each report will earn 2 points and
added to your final numeric grade.

Weekly Schedule: See next page.

Week Weekly Lesson Plan Chapter

1 Orientation: Overview of the Course

2 Introduction to Internet Business CH 1

3 Infrastructure CH 2
The Internet and Technology
4 Business Models for Internet Business CH 2

5 Internet Business & Marketing I: CH 6

Basic Marketing Concepts & Technology
6 Internet Business & Marketing II: CH 6
B2C and B2B Marketing and Branding Strategies
7 E-Commerce Advertising I CH 7

8 Midterm Exam

9 E-Commerce Advertising II CH 7

10 E-Commerce Retailing & Services CH 11

11 Online Media: CH 9
Publishing & Entertainment Industry
12 Social Networking, Communities, & Actions I CH 10

13 Social Networking, Communities, & Actions II CH 10

14 E-Commerce & Ethics CH 8

15 Group Presentations

16 Final Exam