MGT/MKT 422.01W Spring 2018 1 The syllabus/schedule are subject to change. Texas A&M University-Commerce MGT/MKT 422.01W: Electronic Commerce PROFESSOR INFORMATION Dr. Zhi Pei Office Location: BA 326 Office Hours: Tuesday 4-6pm; Wednesday noon-2pm (by appointment only) Office Phone: 903-886-5692; fax: 903-886-5693 Email: [email protected](the best way to contact me) Preferred Form of Communication: Email is the preferred communication in this class, emails will be sent to students Texas A&M-Commerce account ONLY. Students must routinely check email. ***To contact me, email should be sent through your Leo account. Email subject should begin with “MGT/MKT 422.01W”. Email with the right format can expect response within 24 hours, otherwise it is more likely to be missed due to overwhelming emails*** COURSE INFORMATION MGT/MKT 422.01W Electronic Commerce Spring 2018 Jan 16- May 11, 2018, 3 Credit Hours Online Course COURSE TEXT Gary Schneider, Electronic Commerce, Tenth Edition. ISBN-13 978-1-1335-2682-7 COURSE DESCRIPTION This course addresses key business and strategic management applications relevant to the use of Internet technologies, including but not limited to Internet business models, customer interface, market communications, and valuation. Some exposure to technical issues will also be provided. Specific topic coverage includes: Introduction to Electronic Commerce Technology Infrastructure: The Internet and the World Wide Web Selling on the Web: Revenue Models and Building a Web Presence Marketing on the Web Business-to-Business Online Strategies Online Auctions, Virtual Communities, and Web Portals The Environment of Electronic Commerce: Legal, Ethical, and Tax Issues Web Server Hardware and Software Electronic Commerce Software Electronic Commerce Security Payment Systems for Electronic Commerce Planning for Electronic Commerce COURSE OBJECTIVES Demonstrate an understanding of e-commerce for managers and strategists. Identify the basic technology of the Internet and the Web. Understand the strategy formulation for online firms.
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Texas A&M University-Commerce PROFESSOR · PDF fileSpring 2018 Jan 16- May 11, 2018, 3 Credit Hours Online Course COURSE TEXT Gary Schneider, Electronic Commerce, Tenth Edition
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Demonstrate an understanding of the following infrastructures: technology, capital, media, and public
policy.
Understand the importance of ethics and its impact on e-commerce.
COURSE EVALUATION/ GRADING
The following scale will be used to grade the student:
90% =< A
80-89.9% B
70-79.9% C
60-69.9% D
60% below F (Failure)
(12) Discussion Boards (10 points each for a total of 120 points)
(6) Quizzes (40 points each for a total of 240 points)
(2) Individual Case Analysis (70 points each for a total of 140 points)
(1) Group paper (200 points)
Total (700 points)
PLEASE NOTE: All discussions, quizzes, case studies, and group paper must be completed on the due
dates. Any late discussion, quiz, and paper will be graded to zero. No extensions or make-ups will be
allowed unless the absence is cleared by the instructor prior to the day the assignment is due. All work is
to be neat and typed with proper attention to grammar, punctuation, and spelling.
COURSE REQUIREMENTS
Discussion Board: Students discuss topics all were posted on the Discussion board in eCollege portal.
Please note the deadline for Discussion board is Sunday midnight (11:59pm) OF EACH WEEK.
Discussion grading:
The following rubrics will provide students a detailed look into how materials are graded.
Criteria Unacceptable
0-2 Points
Acceptable
2.1-6.0 Point
Good
6.1-8.0 Points
Excellent
8.1-10.0 Points
Initial
Assignment
Posting
Posts no
assignment.
Posts adequate
assignment with
superficial thought and
preparation; doesn’t
address all aspects of
the task.
Posts well developed
assignment that
addresses all aspects
of the task; lacks full
development of
concepts.
Posts well developed
assignment that fully
addresses and develops
all aspects of the task.
Follow-Up
Postings
(response to
other
postings)
Posts no follow-up
responses to others.
Posts shallow
contribution to
discussion (e.g., agrees
or disagrees); does not
enrich discussion.
Elaborates on an
existing posting with
further comment or
observation.
Demonstrates analysis of
others’ posts; extends
meaningful discussion by
building on previous
posts.
Content
Contribution
Posts information
that is off-topic,
incorrect, or
irrelevant to
discussion.
Repeats but does not
add substantive
information to the
discussion.
Posts information
that is factually
correct; lacks full
development of
concept or thought.
Posts factually correct,
reflective and substantive
contribution;
advances discussion.
MGT/MKT 422.01W Spring 2018
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The syllabus/schedule are subject to change.
References &
Support
Includes no
references or
supporting
experience.
Uses personal
experience, but no
references to readings
or research.
Incorporates some
references from
literature and
personal experience.
Uses references to
literature, readings, or
personal experience to
support comments.
Clarity &
Mechanics
Posts long,
unorganized or
rude content that
may contain
multiple errors or
may be
inappropriate.
Communicates in
friendly, courteous and
helpful manner with
some errors in clarity
or mechanics.
Contributes valuable
information to
discussion with
minor clarity or
mechanics errors.
Contributes to discussion
with clear, concise
comments formatted in
an easy to read style that
is free of grammatical or
spelling errors.
Total Points Possible: 10
Quizzes: You will be quizzed over each chapter. There will be 6 quizzes. Each quiz will cover 2 chapters.
Quizzes are only open Wednesday through Friday of the week in which they fall for 72 hours. You will
have approximately 20 questions and 30 minutes to complete the quiz once you enter it. Each quiz is worth 40
points total.
Note: If you know you are going to be unable to take a quiz on the date listed it is your responsibility to contact
the professor and make other arrangements as agreed upon by the professor If you fail to notify the professor
ahead of time (with the exception of a real emergency) you will not be permitted to make up the quiz.
Individual Case Analysis
Please read 5 articles from each topic and work on the corresponding case studies. These articles can be
accessed using the library's electronic databases except for a couple of articles that Dr. Pei has uploaded in Doc
Sharing.
For each assigned case, questions will be provided for students to analyze and submit. These case questions can
be found under the 'Lecture' tab for the designated Week (Week 6 & 12). For example, Case Analysis Questions
for Case Study #1 can found in Week #6’s lecture tab and Case #2 questions can be found in Week #12’s lecture
tab.
Each student will be required to submit a 1-page (page restriction will be strictly observed) single-spaced type-
written case analysis (TEXT only, not including references or title page). Text written after the 1st page will not
be read nor graded. References should be included in a separate page, if utilized. To guide you in your case
analysis, be sure to read the appropriate lecture notes and/or readings (see Reading Materials below). Each case
study is worth 70 points.
To submit your analysis, be sure to upload your work in the designated “Drop Box”. Case 1- Deadeline: Sunday
midnight of Week 6. Case 2 – Deadline: Sunday midnight of Week 12. See the Cases due dates in Course
schedule. No late submissions!
Topic 1 - Internet Marketing: Porter, M. (2001), "Strategy and the Internet," Harvard Business Review, March, 2001, p.63-eoa [end-of-article]. Rohm, A & F. Sultan (2004), “The Evolution of E-Business," Marketing Management, Jan.-Feb., p. 32-eoa. Mullaney, T. (2004), "E-Biz Strikes Again," Bloomberg Businessweek, May, 10, p. 80-eoa.
MGT/MKT 422.01W Spring 2018
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The syllabus/schedule are subject to change.
“How Companies are Marketing Online: A McKinsey Global Survey,” The McKinsey Quarterly, July, 2007 (Uploaded in Doc Sharing). Eisingerich, A. & K. Tobias (2008), “In E-Commerce, More is More,” Harvard Business Review, March, p. 20-eoa. Reichheld, F. & P. Schefter (2000), “E-loyalty,” Harvard Business Review, July-August, p. 105-eoa. Case #1: "It's Pinterest - For Dudes" (Bloomberg Businessweek, April 29-May 5, 2013, p. 63-eoa) Topic 2 - Social Media: Constantinides, E & S. Fountain (2008), "Web 2.0: Conceptual Foundations & Marketing Issues," Journal of Direct, Data & Digital Marketing Practice," Vol 9 (3), p. 231-eoa. Moorman, C. (2011), "Integrating Social Media," Marketing Management, Winter, p.16-eoa. Vance, A. (2012), “The Making of 1 Billion,” Bloomberg Businessweek, Oct. 8, p. 64-eoa. Ramnarayan, S. (2012), “Why Social Media is Not Free,” Marketing Management, Summer, p. 19-eoa. "Hashtags and Infographics and Videos! Oh My!" Marketing Insights (Uploaded in Doc Sharing) Case #2: "Snapchat and the Right to be Forgotten" (Bloomberg Businessweek, February 11, 2013, p. 42-eoa) Cases will be evaluated base on the following: (1) Use of existing case facts to validate your recommendations/suggestions - 35 points (2) Integration of lectures' concepts and reading material into the analysis. - 35 points CASE Grading Rubric: 70 points
Criteria: Needs improvement Proficient Exemplary
Use of existing case facts
Student did not effectively use case information in the analysis. 0-15 points
Student identified & utilized some case information in the analysis. 16-25 points
Student identified & effectively utilized relevant case information in the analysis. 25-35 points
Integration of relevant reading concepts
Student did not demonstrate the ability to integrate current/ previous concepts & readings in the analysis. 0-15 points
Student utilized some readings & related concepts in the analysis. 16-25 points
Student effectively utilized and integrated readings & related concepts in the analysis. 25-35 points
IMPORTANT CASE SUBMISSION RULES: 1) Be sure to type and save your case submissions in Word document form using Office 2010 or earlier. Any work submitted that cannot be opened/read by your instructor will NOT be graded and awarded a zero.
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2) Page limit of 1 page is to be strictly followed. You will be penalized (at least 5 points worth of deduction) if the page limit is not followed. 3) To submit your case, go to “Dropbox” and upload the case by using the appropriate case title. Proper case submission process is critical to ensure timely grading. Failure to assign proper “Dropbox” association will result in significant delays OR your case submission may NOT be graded!
4) Format - The Question and Answer (Q & A) format is preferred. If using references, make sure it is properly cited in APA style.
Group Paper
Please do a research from A&M library or www.google.com to write a paper about “What are the marketing
strategies of Amazon?” (200 points). This group paper is due on May 8, 2018. Please submit your paper to
Dropbox under week 16. Please see the detailed group paper rubric 1&2 about how to write a paper in the next
page.
These papers are group projects. Papers (as a Word attachment) are to be submitted directly to the
DROPBOX. Late paper will not be acceptable. The maximum pages for the paper should be around 20 content
pages, double space, Times New Roman, 12 point font, and APA. In addition, you should cite at least 12
credible sources (i.e., Journal articles) in the paper and no more than 3 websites may be used. You will need to
include a title page with your name, table of contents, 20 pages of content, a reference list, table, figure, and an
appendix (if necessary). You are required to use APA format for the entire paper.
Each group consists of 1-5 members. Please select and form your own group members at your earliest
convenience. If you cannot find a group to work together, you need to work on the project by yourself.
Each group has ONE opportunity to ask my feedback on your paper draft. However, please double-check your
grammar and English writing before you send your project to me and ask my feedback.
IMPORTANT: No project will be accepted for grading if the turnitin.com percentage is greater than
30%. For an “A” project, its turnitin must be less than 20%. Paper must be in a good writing (without
major grammar errors), good transition, good structure, readable, and convincing.
Group Paper Rubric 1 - Please note: grading is on the whole paper, not on the individual section
Elements
Points
Possible
Points
Earned
Comments
Guidelines
Times New Roman Font 12, Single Spaced, 1” margins
all over the paper. Follow APA throughout the paper
which includes citations and references. Properly
validate the information discussed in the paper.
Table of contents: organized, pages numbered,
accurate.
10 Points
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Language Arts Skills
Spelling, grammar, punctuation, sentence
Structure. Follow proper transitions.
Please note: Major errors in structure, sentences, spelling,
grammar, paragraph transactions or APA formatting will
receive 0-5 points.
20 points
Executive Summary
10 points
Introduction
Company overview
Market opportunity overview
30 Points
Situation Analysis (Study internal and external
environment of the organization)
Industry sector description
SWOT Analysis
Target Market Analysis
Demographic characteristics of market
Psychographic characteristics of market
Behaviors of target market
Strategies appealing to market
50 Points
4Ps
Product Strategy (Product Mix)
Pricing strategy
Distribution plan
Promotional message
Media plan
Promotion & advertising plan
Positioning strategy
Competitive Analysis (Comparing organization with
Competitors’ Discuss the 4P’s of marketing mix with
competitors’)
Competitors’ strengths
Competitors’ weaknesses
Organization’s competitive advantage
60 Points
Challenges/ Contingency Plan (Analyses of internal
Minor errors in utilization of theories and concepts with limited application. (15-24 points)
Did not utilize or apply theories or concepts correctly (0-5 points)
30 Appropriately addressed ALL key requirements and/or questions of the assignment (25-30 points)
Addressed some of the key requirements and/or questions of the assignment (15-24 points)
Did not address the key requirements and/or questions of the assignment (0-5 points)
20 All members work together on ALL sections of the assignment (not divided among members). Members utilize the appropriate tools for distance group work and overcome communication and other group challenges. (15-20 points)
Most members worked together on most sections of the assignment (some division among members). Members had limited success in using the appropriate tools for distance group work with limited success in overcoming communication and other group challenges. (10-14 points)
Members divided the sections of the assignment up between themselves (complete division among members). Members failed to use appropriate tools for distance group work and failed to overcome communication and other group challenges. (0-5 points)
20 No errors in structure, sentences, spelling, grammar, or APA formatting (20 points)
Minor errors in structure, sentences, spelling, grammar, or APA formatting (6-10 points)
Major errors in structure, sentences, spelling, grammar, or APA formatting (0-5 points)
100 100 - 90 89 - 70 69 - 50
Peer Evaluation of Group Paper
Each group member is expected to contribute equally to your group work.
If you are satisfied with each of your group members, do not send me anything. If you are NOT satisfied, please
rank each of your group members and give the reason. Then type your evaluations in a Word document and
submit it to Dropbox of eCollege. The instructor reserves the right to adjust grades based on input from the peer
evaluations. If half of your group members complain about your contribution to group work, then your grade
will be deducted at least 40 points.
All works must be completed on time. Late works will not be acceptable.
COURSE SCHEDULE (Note: Spring Break is not counted as regular semester weeks)
Week Chapter(s) Activities
Week 1 eCollege Tutorial & Syllabus Review
Week 2 1 Discussion Board
Week 3 2 Quiz (Chapters 1& 2) / Discussion Board
Week 4 3 Discussion Board
Week 5 4 Quiz (Chapters 3 & 4) / Discussion Board
Week 6 5 Discussion Board and Case#1 due on Sunday 11:59pm