Course description
Overview: The purpose of this course is to examine e-business case studies. The cases are presented in a problem/solution format. Other e-business aspects unrelated to the problem are examined as appropriate for each company. For example, customer relationship management (CRM) may be discussed in one case but not in another. This course will demonstrate how sites have been created or improved upon based on problems unique to each case. The students will access the Web site of the company in each case study to examine the e-business elements covered in the case. The intent is for students to generate ideas for their own e-commerce site.
Prerequisites: This course is designed for the student who is familiar with browsing the Internet and is proficient working in the Windows environment. To ensure your success, we recommend you first take the following Element K course or have equivalent knowledge:
· E-Business: Fundamentals of E-Commerce
Performance-based objectives
Lesson objectives help students become comfortable with the course, and also provide a means to evaluate learning. Upon successful completion of this course, students will be able to:
* Recommend an e-business course of action to take for particular business situations.
* Analyze Web site effectiveness.
* Critique the use of e-business techniques such as personalization and collaborative filtering.
* Analyze supply chain management (SCM) issues.
* Critique customer relationship management (CRM) techniques.
Course content
Lesson 1: The Case of Amazon.com
A Startup Company Competing Against an Established Market Leader.
Enhancing the Customers' Overall Web Shopping Experience.
Creating a Sound Relationship with Associates.
Lesson 2: The Case of Lands' End
Duplicating a Successful Catalog Business on the Web.
Employing Customer Relationship Management (CRM).
Lesson 3: The Case of Dell Computer Corporation
Dell's Computer Supply Does Not Meet the Demand.
Efficient SCM Creates a Zero-Inventory Business.
Efficient SCM Facilitates Dell's Personalization Efforts.
Lesson 4: The Case of American Airlines
American's Unstable Web Site.
American Commits to a Back-End Upgrade.
AAdvantage Program: Addressing the Target Customer.
Lesson 5: Explore an E-Business Model on Your Own
The Business Model.