UNIVERSITI TUNKU ABDUL RAHMAN (UTAR)

FACULTY OF ACCOUNTANCY AND MANAGEMENT (FAM)

ACADEMIC YEAR 2021

JANUARY 2022

Course Plan

1. Course Code & UKAI3013 eCommerce

Course Name:
2. Programme(s) Bachelor of International Business (Honours)
of Study: Bachelor of Economics (Honours) Global Economics
Bachelor of Accounting (Honours)
Bachelor of Building Property and Management (Honours)

3. Year of study Year 1/2/3

4. Year and 202201

semester
5. Credit Hour: 3 credit hours
6. Lecturing hours 4-hour lecture per week for 7 weeks
and tutorial 2-hour tutorial per week for 7 weeks
hours
7. Name(s) of Lecturer(s):
Academic Staff: Lead Lecturer
Pn. Ezatul Emilia Binti Muhammad Arif (ezatul@utar.edu.my)

Tutor(s):
Pn. Ezatul Emilia Binti Muhammad Arif (ezatul@utar.edu.my)
Miss Chin Wai Yin (chinwy@utar.edu.my)
Ms. Loh Yin Xia (lohyx@utar.edu.my)
9. Moderators: Dr. Farah Waheeda Jalaludin (farah@utar.edu.my)
10. Mode of Lecture
Delivery: There will be a 2-hours lecture twice per week for a total of 7 weeks. Lecture will
cover the topics indicated in the tentative lecture program. To enable a more
meaningful discussion and encourage active learning, students are advised to go
through the lecture readings a week before attending the lecture.

Tutorial
There will be 2-hour tutorial once a week for a total of 7 weeks. Tutorial serves as a
good channel to seek clarification on any queries students may have regarding the
topics covered in lectures. Group discussions are particularly encouraged during
tutorials.
11. Course Learning On completion of this unit, a student shall be able to:
Outcome(s): CLO 1 – Understand the importance of e-commerce infrastructure and technologies
that facilitates the digital transformation of economy and businesses.
CLO 2 – Describe the role of consumers in shaping digital marketplaces with
innovative products and business models.
CLO 3 – Foresee changes in requirements of skillsets, work patterns and
culture that contributes towards employability in the digital economy.
Course Plan UKAI3013 E-Commerce (Jan 2022) ` 1
 12. References:  Main References:
1. Alibaba Global eCommerce Talent (GET) Learning Materials
2. Global eCommerce Talent (GET) Program: Academic Framework and
Syllabus. Alibaba.com; Alibaba Business School.
3. Laudon, K. C., and Traver, C. G. (2018). ECommerce: Business,
Technologies, Society (14th ed.). Upper Saddle River, NJ: Pearson
Education International.

 Additional References:
1. Larsson, T. (2016). ECommerce evolved: The essential playbook to
build, grow & scale a successful ECommerce business. Reno, NV:
CreateSpace Independent Publishing Platform.
2. UNCTAD Digital Economy Report 2019
3. KPMG and AliResearch, Embracing the Global Digital Wave: 2018
Global Digital Economy Development Index Report
4. McKinsey and Company, China’s digital economy – a leading global
force, 2017.
5. Harvard Business Review: Why some platforms thrive and others
don’t, 2019
6. Deloitte University Press, Introduction to Business Ecosystems come
of age, 2015.
7. Taobao Villages: Research Report on China’s Taobao Village
8. BCG & AliResearch, What China Reveals about the Future of
Innovation
9. PWC, Global Consumer Insights Survey 2018 – New business models
in the e-commerce era
10. World Bank Group, The changing nature of work, June 2018.
13. Assessment No Delivery C/A/P & Total
Methods: CLO P Method Taxonomy
L Level
O PRESENTAT
PORTFOLIO

QUIZ

ION

Lecturer Tutorial
1 CLO1 2 P2 20% - - 20%
Lecturer
Tutorial, Self-
2 CLO2 6 directed C4 30% 10% 10% 50%
Learning

3 CLO3 3 Lecturer Tutorial A3 - 20% 10% 30%

50% 30% 20% 100%

Grand Total

Constructive Alignment table

Course Plan UKAI3013 E-Commerce (Jan 2022) ` 2
 No. Assessment Methods Total
1. 100% Coursework consist of:
1. Portfolio of Evidence - 50%
2. Quiz - 30% 100%
3. Presentation - 20%

14. Remark: ACADEMIC REGULATIONS

Attendance
Attendance at all lectures and tutorials is compulsory. Students must meet a
satisfactory percentage of attendance. Students must give reasons for their absence
by providing the supporting evidence(s) (e.g. medical certificate, letter from
parents/guardians & etc.) and apply for leave of absence from the respective Head of
Department. Poor attendance without any approved leave of absence may prompt
the faculty to take disciplinary action, which may include being barred from sitting for
the final examination.

Plagiarism
Plagiarism is defined as the submission or presentation of work, in any form, which is
not one's own, without acknowledgment of the sources. If a student obtains
information or ideas from an outside source, that source must be acknowledged.
Another rule to follow is that any direct quotation must be placed in quotation marks
and the source immediately cited. Plagiarism is also defined as copy of all or part of
the work of another student(s) of current or previous batch of this University or
another higher learning institution. The University's degree and other academic
awards are given in recognition of the candidate's personal achievement. Plagiarism
is therefore considered as an act of academic fraudulence and as an offence against
University discipline.

Intellectual Property
Copyright must be seriously protected. The University takes a strong stand against
any illegal photocopying of textbooks and any other materials by students. Students
are forewarned of the consequences and the penalty that may be meted out if they
are "caught in the act".

Mode of Referencing
Students are advised to incorporate proper academic modes of referencing. The
normally acceptable mode of academic referencing is the American Psychological
Association (APA) system; please refer to the attached APA referencing system
document for detailed usage.

Fieldwork Clause (where applicable)

Students are reminded of the importance to consider their personal safety when
conducting research in the field. You will be exposing yourself in new situations and
meeting with people who are unknown to you. It is important that you are aware of
potential dangers and take the necessary safety steps. You have to be extra careful
and cautious if you are going to interview or conduct survey with small, unknown
organizations or individuals 'on site'.
        
You should ensure you have the full details (full name, job title, organization name,
address and telephone numbers) of anyone or organization you intend to conduct the
field research. You should establish the credibility of these respondents before your
groups visit them. The field research should be made in groups not alone. Leave
word with your fellow classmates on your field visit (details of place, contact numbers,
person you are interviewing or conducting survey with, expected time of return, etc).
The field work should be at office hours.
Course Plan UKAI3013 E-Commerce (Jan 2022) ` 3
Teaching Plan

Week Lecture Topic CLO Tutorial Topic Reference

1 Course and Assessment

Briefing Tutorial 1: Alibaba GET
Lecture 1 Ice-breaking session and Network –
(24 Jan 2022 introduction to online AliClass
– Topic 1: Digital Economy CLO 1 resources.
30 Jan 2022) Additional
Element 1.1: Continuous Assessment references
Embracing the Digital Briefing provided in
Economy WBLE

 Industrial revolution COURSEWORK READING

 Main components of digital PROGRESS: LIST
economy Tasks to complete in Week
 Measuring digital economy 1:
development 1. Forming of assignment
 Potential for leapfrogging groups.
 Example case: China
leapfrog 2. Case study discussion:

Identify and understand

** THE FIRST WEEK
LECTURE SLOT WILL BE
USED TO EXPLAIN THE
COURSEWORK BRIEF. YOU
MAY ACCESS THE LINK TO
THE RECORDED LECTURE
THAT HAS ALREADY BEEN
MADE AVAILABLE VIA
WBLE **
2 Topic 1: Digital Economy
Lecture 2 Element 1.2
(31 Jan 2022 The Development of the
– Digital Economy
6 Feb 2022)
 Alibaba and Digital China
PUBLIC  PEST Framework
HOLIDAY - Political factors
CNY - Economic factors
(1 – 2 Feb
- Social factors
2022)
- Technological factors
Course Plan UKAI3013 E-Commerce (Jan 2022) ` 4
all the features of digital
economy and its benefits.
Choose 1 feature for you
to further research on.
3. Choose the company you
are going to help
transform from the list
given in WBLE
OR
if you have a company of
your own choice, confirm
and fill in the company
information into the same
list mentioned earlier
CLO 1 Additional
Tutorial 2: references
PEST Activity provided in
WBLE
COURSEWORK
PROGRESS: READING
Tasks to complete in Week LIST
2:
1. Understand what is
required in task 1.
2. By this week, you should
have secured and
contacted the company.
i- Explain what you’ll be
 Week Lecture Topic CLO Tutorial Topic Reference

doing throughout this

engagement with them.

Ii- Inform them that you

will be conducting
interviews with them/
their employees and
you’ll also need to
secure a presentation
session with them in a
months’ time

iii- It would be good if

you could secure the
interview session 1 or 2
weeks earlier

3. Understand their
business industry,
products, operations,
competitors, customers
and digitalisation level.

**Consult your tutor if you

happened to have any
issues or difficulties**

4. Evaluate which of the

situation below suits
your team is facing.
Then only proceed with
Task 1:

a) The company of
your choice has
already had some
digital transformation.
Then you can produce
a case study and video
to tell the story of the
digital transformation
that they had
previously. But make
sure there are still
room for further digital
transformation where
you can help guide
them in task 2 and 3. If
the company agree to
participate, they need
to sign the
Consultancy Project
Consent Form.
Course Plan UKAI3013 E-Commerce (Jan 2022) ` 5
 Week Lecture Topic CLO Tutorial Topic Reference

b) The company that

you chose is a
traditional/ manually
operated company. If
you are in this
situation, you can
choose an existing e-
commerce platform-
based business for you
to create a case study
in task 1, describing
about the digital
economy features and
benefits the platform
can offer to the
company of your
choice. Then, in task 2
and 3, you are required
to use the platform that
you presented in task 1
as a solution to digitally
transform the company
of your choice. If your
team is in situation b),
you may do activity
no.3 on your traditional
company in week 6.

5. You can conduct use

any of these analysis
frameworks,
(whichever suitable)
PEST analysis, porter
5 forces, SWOT
analysis, identify the
major challenges faced
in the process of
digitisation.

If you need to interview the

company, you need to
secure the interview within
week 1-week2.

6. Please request for a

permission to record
your interview or
discussion session with
the company. You can
include the snippet of
this video into your
Course Plan UKAI3013 E-Commerce (Jan 2022) ` 6
 Week Lecture Topic CLO Tutorial Topic Reference

video case study.

7. Video storyboarding

8. Identify video creation

software

3 Tutorial 3:
Topic 2: The Features of CLO 1 Case Study: Alibaba GET
Lecture 3 Digital Economy One day-One Ecosystem Network –
(7 Feb 2022 AliClass
– Element 2.1
13 Feb 2022) COURSEWORK Additional
Platform Support PROGRESS: references
provided in
 Digital Infrastructure Tasks to complete in WBLE
Week 3:
- Payment
1. Video creation
- Logistic
READING
- Big Data and Cloud LIST
Computing

 Ecosystem Model

 Analysing a digital platform

4 Tutorial 4:
Lecture 4 Topic 2: Features of Digital CLO 1  Inclusiveness and Data Alibaba GET
(14 Feb 2022 Economy Driven Network –
–  Assignment Guided AliClass
20 Feb 2022) Element 2.2 Discussion
Inclusiveness Additional
COURSEWORK references
PROGRESS: provided in
 Technology WBLE
 Trade Tasks to complete in Week 4
 Finance READING
SUBMISSION DUE LIST
FOR TOPIC 1-2 VIDEO:
WEEK 4:
20th Feb 2022

SUNDAY
11.59PM

1. If you are in SITUATION

Course Plan UKAI3013 E-Commerce (Jan 2022)
a), then you might want to
show the video with the
company and ask for their
opinion. If they like your
video, ask if it is possible
to upload it into their
social media/ website.
` 7
 Week Lecture Topic CLO Tutorial Topic Reference

OR Upload into your

social media. Give a
CATCHY NAME to the
video upload to attract
viewers.

2. Upload a copy into the

MT Tutorial Class
Submission Folder

Refer to the Submission label

document to know how to
label your documents and
folders.

3. Observe GENUINE
likes/upvotes/shares ON
WEEKLY BASIS
1.
5 Topic 2: Features of Digital Tutorial 5:
Lecture 5 Economy CLO 1 Understanding Digital
(21 Feb 2022 Consumers Alibaba GET
– Element 2.3 Network –
27 Feb 2022) Data driven AliClass
COURSEWORK
 Big data PROGRESS: Additional
 Data to value creation references
 Big data application Tasks to complete in Week 5 provided in
(Begin Task 2) WBLE

1. If you are in situation a),

then you may proceed READING
with identifying their LIST
market audiences,
existing customers and
marketing strategies
used so far.
2. If you are in situation b),
understand their
business industry,
products, operations,
competitors, customers
and digitalisation level.

3. Identify their existing

customers and potential
new customers – YOU
HAVE TO INTERVIEW
THEIR SALES
DEPARTMENT/
CUSTOMER SERVICE
FOR THIS.

4. Collect your data about

the company and their
products so that you can
Course Plan UKAI3013 E-Commerce (Jan 2022) ` 8
 Week Lecture Topic CLO Tutorial Topic Reference

compile questions for

your survey and
consumer interviews.

5. Prepare the questions

accordingly. Refer to
your background
research outcome on the
company.

6. Discuss and get your

survey questions
checked by your tutor.

Task 1 Video Case Study:

Make sure you are still
observing GENUINE
likes/upvotes/shares on the
video you have uploaded.
Tutorial 6:
6 Topic 3: Business Paradigm CLO 2 - Case study
Lecture 6 Shift Alibaba GET
(28 Feb 2022 - Understanding online Network –
– Element 3.1 consumers AliClass
6 Mac 2022) The New Digital Consumer COURSEWORK
PROGRESS: Additional
 Have consumer changed? Task to complete in Week 6: references
- Technology (Task 2: Topic 3 & 4) provided in
empowerment WBLE
- Globalisation 1. Once approved, start
- Supply > Demand sending out the survey READING
 How have consumers questions. Don’t forget LIST
changed? to add a question that
- Changes in consumer require consumer’s
segments information and contact
- Changes in brand number. This is for you
values to conduct consumer
- Changes in ways of interview for your
receiving information consumer persona next
week. Ask them if they
would like to participate
in a consumer interview
regarding the product
and company.

2. Allow 3-5 days to receive

responds. For this task
you need to receive a
minimum of 30
respondents. Refer to
the interview information
you received from the
sales/ customer service
employee.

Course Plan UKAI3013 E-Commerce (Jan 2022) ` 9

 Week Lecture Topic CLO Tutorial Topic Reference

Task 1 Video Case Study:

Make sure you are still
observing GENUINE
likes/upvotes/shares on the
video you have uploaded.

7 Topic 3: Business Paradigm CLO 2 Tutorial 7: Alibaba GET

Lecture 7 Shift - Understanding new EC Network –
(7 Mac 2022 business models AliClass
– Element 3.2
13 Mac 2022) The B2C model and It’s COURSEWORK Additional
Constraints PROGRESS: references
Tasks to complete in provided in
 B2C model constraints Week 7: WBLE
 Example case (Task 2: no. 1)
Element 3.3 READING
From B2C to C2B 1. Upon receiving the LIST
survey responds, you are
 Transforming from B2C to required to sort them into
C2B consumer type. Refer to
 Three critical factors of C2B consumer persona
lecture to understand
Innovation
how to sort them into
 Shortened Lifecycle categories. By doing this
 Agile Product Development you will be able to identify
B2C vs C2B model the consumer persona of
this company.

2. Create consumer
persona (you can use
any consumer persona
template from the internet
but make sure it is a
detailed version-template
that require further
information on the
persona)

3. Check what are the

information that are still
lacking in your consumer
persona. Create interview
questions based on the
information that are still
lacking.

4. Collect all the data from

your task 1 video
observation. Create the
summary of viewership
on the video. Analyse
the views/likes/shares of
the video you’ve
uploaded in your social

Course Plan UKAI3013 E-Commerce (Jan 2022) ` 10

 Week Lecture Topic CLO Tutorial Topic Reference

media. Write up a
summary of viewership
based on your analysis.

8 Topic 3: Business Paradigm CLO 2 Tutorial 8: Alibaba GET

Lecture 8 Shift - Importance of personas Network –
(14 Mac 2022 - Identifying personas AliClass
– Element 3.4 COURSEWORK
20 Mac 2022) Consumer Personas & PROGRESS: Additional
Insights Tasks to complete in references
Week 8: provided in
 Representation of an Ideal (Task 2: no. 1) WBLE
Customer
 Traditional demographics vs 1. Contact the persona READING
representative that you LIST
Consumer Persona
have identified from the
 Importance of Consumer survey.
Persona
 From Consumer Research to 2. Conduct the interview
Application session with them to
 Issues and Considerations complete the persona
template.
SUBMISSION DUE
FOR TASK 1 (Summary)

WEEK 8:
27th Mac 2021

SUNDAY
11.59PM

SUBMISSION:
MT Tutorial Class Folder

9 Topic 4: CLO 3 Tutorial 9: Alibaba GET

Lecture 9 Transformation of the - New organisational Network –
(21 Mac 2022 Organisation structure AliClass
– - Gig economy
27 Mac 2022) Element 4.1 - Digital skills Additional
Changing Work Pattern COURSEWORK references
 Corporate structures PROGRESS: provided in

Course Plan UKAI3013 E-Commerce (Jan 2022) ` 11

 Week Lecture Topic CLO Tutorial Topic Reference

 Start-up Tasks to complete in WBLE

 USB-stick Talent Week 9:
 New Employment Trend (Task 2: no. 2) READING
 Platform-based employment LIST
1. Identify mind mapping
Element 4.2 software/ tool available
Changing Working Field for free and learn how to
use it
 Diminishing
 Emerging 2. Interview the company to
 Transforming know how technology has
impacted their business
Element 4.3 operation and employees.
Implications on Individuals Identify their current
 Skills for digital economy marketing/sales methods,
exposure to platforms
 Workplace transformation & and how they use them,
interdisciplinary skill-set potential product
 Talents advance development and many
 Unilever Entry-Level Hiring more. Get your
Process questions approved by
your tutor first during
the weekly progress
check before you
conduct the interview.

3. Interview the company to

know how ready they are
to transform digitally by
exploring their
organisational structure
and work culture. Get
your questions
approved by your tutor
first during the weekly
progress check before
you conduct the
interview.

4. Remember to set an
appointment to pitch your
project’s results to the
company in week 11.

Tutorial 10:
10 Topic 5: New Retail CLO 1 - HEMA Case Study Alibaba GET
Lecture 10 Network –
(28 Mac 2022 CLO 2 COURSEWORK AliClass
 Traditional Retail PROGRESS:
–
3 Apr 2022)  Disadvantaged of Additional
Tasks to complete in
traditional retail Week 10: references
 Changes in traditional retail provided in
model (Task 2: no. 2) WBLE
 O2O model
1. Based the information READING
 Smart Retail LIST
Course Plan UKAI3013 E-Commerce (Jan 2022) ` 12
 Week Lecture Topic CLO Tutorial Topic Reference

 Case Study: China acquired from the

 Moms and Pops store interview, create a mind
map to summarise (2)
and (3) (refer
assignment)

2. Recommendations and
prepare slides for
presentation to present to
the company.

3. Reconfirm the
presentation date to pitch
your research outcome
and recommendations to
the company in Week 11.
Don’t forget to record the
pitch session.

(Task 3)

4. Develop a presentation of
a digital transformation
case from one of
industries that could
assist their digital
transformation process.

5. In task 2 you have given

several
recommendations, so in
this section, you are
required to provide a
step-by-step approach/
strategy of how to
execute the
recommendation.

6. Compile this information

into your presentation
slides.

11 Topic 6: Smart Logistics Tutorial 11: Alibaba GET

CLO 1 Cainiao Logistics Case Network –
Lecture 11 AliClass
 Reality of normal logistics
(4 Apr 2022 CLO 2
 Disadvantages of COURSEWORK
– Additional
traditional logistics PROGRESS:
10 Apr 2022) references
 Smart logistics provided in
Tasks to complete in
 Cainiao Logistics Network WBLE
Week 11:
 Logistic value chain 1. Present the outcome for
READING
 Last mile solution task 2 and task 3 to the
LIST
 Example case: Amazon company you have been
consulting.

Course Plan UKAI3013 E-Commerce (Jan 2022) ` 13

 Week Lecture Topic CLO Tutorial Topic Reference

2. Account for their

feedback via email/ text
message/ audio

3. Prepare a presentation to
share your vision on the
positive impact of
inclusive digital economy
to the future of Malaysia.
SUBMISSION DUE
FOR TASK 2 & 3

WEEK 11:
10th April 2022

SUNDAY
11.59PM

SUBMISSION:
MT Tutorial Class Folder
Tutorial 12:
12 Topic 7: New Finance CLO 1 Tasks to complete in Alibaba GET
Week 12: Network –
Lecture 12  The unbanked CLO 2 AliClass
(11 Apr 2022  Traditional finance Presentation Materials
–  Constraints of Finance Submission Additional
17 Apr 2022) inclusion and references
 What is goof finance? Class Presentation provided in
 Smart Finance (Round 1 of E-Commerce WBLE
 Blockchain as Boundaryless Challenge)
Money READING
WEEK 12 to 13: LIST
11th Apr 2022
To
24th Apr 2022

SUNDAY
11.59 PM

SUBMISSION:
MT Tutorial Class Folder

PRESENTATION

IMPORTANT NOTE:

1. PLEASE BE PREPARED
2. SORT OUT ALL
TECHNICAL ISSUES
BEFORE HAND
3. PREPARE A PRE-
RECORDING AS A
BACKUP IN CASE
YOUR GROUP MATE

Course Plan UKAI3013 E-Commerce (Jan 2022) ` 14

 Week Lecture Topic CLO Tutorial Topic Reference

HAS INTERNET ISSUES

ABIDE BY THE TIME GIVEN

SUBMISSION OF
SLIDES:
WEEK 13
(24th Apr 2022; Sunday;
11.59 pm)

CLASS PRESENTATION: Alibaba GET

13 Topic 8: New Manufacturing CLO 1 1. Conduct research and Network –
Lecture 13 read articles about digital AliClass
(18 Apr 2022  Introduction to economy and
– manufacturing CLO 2 inclusiveness. Additional
24 Apr 2022)  The decline of traditional references
manufacturing 2. Identify successful provided in
transformation, digital WBLE
transformation and
implementation of digital READING
economy locally and at LIST
global level.

3. By now you would have

understood the state of
digital inclusiveness in
Malaysia. Based on your
research and
observation, state your
vision on the positive
impact of inclusive digital
economy to the society,
culture and country

4. Compile the information

into presentation
software.
14 CLO 1 Tutorial 14:
Lecture 14
(25 Apr 2022 Topic 8: New Manufacturing CLO 2 Mock Test GDT QUIZ
–
1 May 2022)  Traditional supply chain Briefing GDT Quiz
 Smart Manufacturing execution
 Advantages of Smart
Manufacturing (Round 2 of E-Commerce
Challenge)
The winning team from
ROUND 1 will be
presenting to the Alibaba
Certified judges.

Course Plan UKAI3013 E-Commerce (Jan 2022) ` 15

 Week Lecture Topic CLO Tutorial Topic Reference

15

(2 May 2022 ALIBABA GDT QUIZ

– WEEK 8
8 May 2022) QUIZ EXECUTION:
WEEK 15 (2nd to 8th May
2022; Sunday; 11.59 pm)

This course plan is:

Prepared by: Moderated by: Approved by:

_________________________ ____________________ _________________

(Pn. Ezatul Emilia Muhammad Arif) (Dr. Farah Waheeda Jalaludin) (Miss Lim Wei Yin)

Course Leader Internal Moderator Head of Department

Date: 22/01/2022 Date: Date:

Note: The information provided in this course plan is subject to change. Students will be notified in advance
of any changes.

Course Plan UKAI3013 E-Commerce (Jan 2022) ` 16