MKTG07126 2021 eCommerce

General Details

Full Title
eCommerce
Transcript Title
eCommerce
Code
MKTG07126
Attendance
N/A %
Subject Area
MKTG - Marketing
Department
MKTS - Marketing, Tourism & Sport
Level
07 - NFQ Level 7
Credit
05 - 05 Credits
Duration
Semester
Fee
Start Term
2021 - Full Academic Year 2021-22
End Term
9999 - The End of Time
Author(s)
David O'Halloran, Mr. John Kelleher, Suzanne Ryan
Programme Membership
SG_BMKTG_B07 202000 Bachelor of Business in Marketing SG_BMARK_H08 202000 Bachelor of Business (Honours) in Marketing
Description

This module will introduce students into the world of e-commerce. It will take on a practical and theoretical format. It will introduce students to the factors underpinning the e-commerce sector while highlighting the present and future economic importance of e-commerce.

The practical element of the module will involve the students build fully operational e-commerce sites. This will be completed as group projects using open source software, like WordPress and WooCommerce. 

The module will work in conjunction with the Sales Practice module, MKTG07127 and will share assessments.

Learning Outcomes

On completion of this module the learner will/should be able to;

1.

Display knowledge of the importance of the e-commerce business environment and evolution of the sector.

2.

Identify the foundations of the various e-commerce business models and analyse the application of these models.

3.

Derive a business plan and appreciate the value of project management.

4.

Demonstrate how marketing, payment systems, the legal framework and security are used to support e-commerce.

5.

Construct an e-commerce solution for the business environment.

Teaching and Learning Strategies

Students will engage with the content of the module through a combination of classroom based delivery, either online or offline and computer laboratories. Students will undertake individual and group based work.

Joint mid term progress interviews and end of term project presentations will take place with the Sales Practice Module, MKTG07127.

 

 

Module Assessment Strategies

Online Quizzes: Two worth  15% each

Mid Term Progress interview: 10% (joint with MKTG07127)

End of Term Presentation: 10% (joint with MKTG07127)

Final project delivery 50%

Repeat Assessments

Students will be required repeat any failed elements of the module. This may include:

Online Quizzes: Two worth  15% each

Mid Term Progress interview: 10%

End of Term Presentation: 10%

Final project delivery 50%

Indicative Syllabus

Display knowledge of the importance of the e-commerce business environment and evolution of the sector. LO1

  • Define e-commerce
  • Contribution of e-commerce to the Irish economy / international economy
  • Change in consumer behaviour
  • Evolution of e-commerce pre and post the dot com bust
  • Advantages and disadvantages of e-commerce

Identify the foundations of the various e-commerce business models and analyse the application of these models. LO2

  • Differentiate EC from traditional business models
  • Identify the key components of a e-commerce business model
  • Analyse the various business models using examples & case studies
    • B2C
    • B2C
    • C2C
    • etc..

Derive a business plan and appreciate the value of project management. LO3

Business Plan

  • Identify
    • Define target audience
    • Legal structure of the business (company description)
    • Market analysis
    • Staffing
    • Funding
    • Market / sales strategy
    • Role out strategy

Project Management

  • Define project management
  • Project management objectives
  • Project management techniques, Gantt & Pert

 

Demonstrate how marketing, payment systems, the legal framework and security are used to support e-commerce. LO4

Marketing

  • Online Vs Traditional 
  • Define online marketing
  • Online marketing strategies
    • SEO
    • Content Marketing
    • Adwords
    • SM marketing
  • Marketing metrics
  • Google Analytics
  • Marketing Ethics

Payment Systems

  • Identification of the steps & players involved ina payment system
  • Choosing the correct payment system
  • Critique the main payment systems offerings
  • Electronic payments Security

Legal Issues

  • General Data Protection Regulation, GDPR
  • Consumer rights
    • Data storage
    • Data accessibility
    • Right to return, etc
  • Vendor responsibility
    • Compliance with GDPR
    • Dealing customer data
    • Return policies
    • Terms & conditions, etc
  • Copyright issues

E-Commerce Security

  • Define online security
  • Identify the main e-commerce security threats
  • Apply e-commerce security solutions using software like Wordpress / WooCommerce

 

Construct an e-commerce solution for the business environment. LO5

  • Appreciate the development life cycle
    • Life cycle steps
    • Site design considerations
  • Content creation:
    • Text, graphics, audio
  • Construct an e-commerce site using software like:
    • Wordpress
    • WooCommerce
  • Apply marketing marketing strategy
    • Setting / analysing marketing metrics using Google Analytics

 

 

Coursework & Assessment Breakdown

Coursework & Continuous Assessment
100 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Online Multiple Choice Quiz Continuous Assessment Assessment 15 % Week 4 1,2
2 Online Multiple Choice Quiz Continuous Assessment Assessment 15 % Week 9 2,3
3 Mid Term Group Progress Interview Continuous Assessment Interview 10 % Week 6 3
4 Group Project Presentation Continuous Assessment Interview 10 % Week 14 4,5
5 Group Project (eCommerce Site) Continuous Assessment Group Project 50 % Week 14 4,5

Full Time Mode Workload


Type Location Description Hours Frequency Avg Workload
Lecture Lecture Theatre Formal Lecture 2 Weekly 2.00
Laboratory Practical Computer Laboratory Practical class 2 Weekly 2.00
Independent Learning Not Specified Independent learning 3 Weekly 3.00
Total Full Time Average Weekly Learner Contact Time 4.00 Hours

Required & Recommended Book List

Required Reading
2019-01-31 E-Commerce 2019 Pearson
ISBN 0134998456 ISBN-13 9780134998459

Revised edition of the authors' E-commerce 2018, [2017]

Recommended Reading
Wordpress: The Missing Manual: The Book That Should Have Been in the Box O'Reilly

Module Resources

Non ISBN Literary Resources
Journal Resources

MIS Quarterly, https://www.misq.org/

 

URL Resources

Google Analytics Academy https://analytics.google.com/analytics/academy/

Data Protection Commission https://dataprotection.ie/

Enterprise Ireland

Retail Ireland

CSO

Wordpress Org  https://wordpress.org/

Youtube... various channels https://Youtube.com

Other Resources
Additional Information