E-business in the European market

This course is part of the training Bachelor in Business Management.


Course level

Course prerequisites (start competences)
o Knowledge of English (at least level B2 Common European Framework of Reference for Languages)
o Basic knowledge of marketing
o Basic knowledge of Internet
o 3rd year students with business or office management background
o Being open minded, flexible, critical...
o Team player willing to function in a multicultural environment
o Knowing how important is the international experience

Course description & goals (final competences)
E-commerce, business and technological issues are tightly intertwined. Although this course recognises the importance of both sets of issues, it does not require prior knowledge of the underlying technologies. The course will give an overview of e-technologies, best practices and strategies, trends. Furthermore, during the courses the impact of e-technologies will be analysed.

Goals (final competences)
o The students will understand the issues underpinning today’s best practices in commerce and e-business.
o The students will be aware of innovative strategies in the field as well as future trends, including the advent of mobile e-commerce (or m-commerce).
o The students will understand the increasing impact of e-business solutions in e-government.

Table of contents
1. Key terminology and evolution in e-business
2. E-business Facts and figures in Europe
3. E-business
o e-commerce (scope and definition)
o online marketing
o e-mail marketing
o e-communication
4. Markets for e-business
5. Value creation in e-business
o The internet-impacted value chain
6. Impact of the internet on horizontal boundaries of a firm
o Concept of economies of scale and scope
o Timing Market Entry
o Early-mover advantages
o Early-mover disadvantages
7. Impact of the internet on vertical boundaries of a firm
o Make-or-buy decisions in e-business
o Value-chain deconstruction through the internet
8. Internal organization of a firm’s e-business  activities
o Choosing options for online interactions with customers
o Choosing online/offline distribution channels
o Choosing the right organizational structure
9. E-business strategy formulation

Teaching method
o group discussions
o cases
o presentation
o group work
o term paper
o assignments
Overview: website research (15 ECTS),
 website research presentation (3 ECTS),
 European regulation on email (3ECTS),
 preparation of case discussion (6 ECTS),
 preparation of case (15 ECTS)

Course material
Book: Strategies for e-business, Jelassi & Enders, Prentice Hall, 2005-05-19, 100€

Examination and assessment method
Term Project   (see below) 45%
Case analysis, presentations and reports (to be done in groups)  35%
Presentation + Research + analysis internet survey 20%

The term project can be carried out individually or in self-composed groups (of 2 members maximum).  It can follow one of the following formats:
A. A research paper investigating an e-commerce or m-commerce theme (for example, Internet-based customer relationship management (CRM), pricing strategies for web-based goods and services, peer-to-peer (P2P) e-commerce, e-security and data privacy issues, killer applications in m-commerce, etc.); or
B. A case study documenting and assessing an actual e-commerce/m-commerce  strategy and its implementation in an organizational setting, or an e-learning/e-government strategy, its impact on public administration and how this addresses digital divide issues, or
C. A consulting report/business plan suggesting an e-commerce/e-business strategy for a given organisation that leverages the wire line or wireless Internet capabilities.

o Distance learning
o New assignment (paper), to be made at home and to be sent to Arteveldehogeschool for correction

Information lecturer
ImageTeacher: Sofie Hondeghem

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