OBJECTIVE

This course seeks to develop an understanding of the way internet business is affecting management and marketing of goods and services. Students will undertake a critical analysis of the new challenges that e-commerce poses to managers. Finally, students will learn how traditional paradigms about marketing, and business management are affected by the unique features of e-commerce. Some topics that will be covered are:

1. Understanding consumer behavior on the Internet. How traditional consumer behavior patterns are affected on the internet? How to segment the consumers in these emerging markets?
2. Understanding issues of advertising on the internet. Understand new measures of advertising effectiveness that have been developed for the internet.
3. E-commerce and how it affects competitive strategies.
4. How to conduct market research using the internet?
5. The importance of brand management
6. Managing distribution chains and supply chains
7. Managing pricing strategies and related issues.
8. Electronic payment systems
9. Virtual organizations

There are four key elements of instruction:

1. Learning by doing: You will develop a business plan for a specific e-commerce business.
2. Learning through lectures and discussion
3. Learning through case studies.
4. Learning through electronic media