ME486 -- Retailing and Electronic Commerce

Retail Management and Technology Specialization

ME 486
Retailing and Electronic Commerce

Course Outline

Dr. Robert A. Lupton, Associate Professor
Office: Shaw/Smyser 201
Office Hours: Varies by Quarter. Call or e-mail Dr. Lupton.
Office Telephone: 509.963.1789
CWU E-Mail: luptonr@cwu.edu
Dr. Lupton's Home Page: www.cwu.edu/~luptonr
E-Commerce Support Web Page: http://courses.cwu.edu

COURSE TITLE
ME 486. Retailing and Electronic Commerce (4) Credits

PREREQUISITES/CO-REQUISITES

ME 330

Access to the Computer/Internet

Basic knowledge of the Internet (E-mail, downloading, etc.)

COURSE DESCRIPTION
This course examines the progress and potential of the WWW for the management, marketing, selling, promoting, and distributing of retail goods and services. Topics will include:

History of e-commerce and the impact on today's retailing environment

Social impact of retailing e-commerce

Retail strategies on the Internet

Technology issues, including basic infrastructure, security, and agents

Shopping and search and their implications for retailing strategies and structures

Pricing, packaging and distribution of information goods

Business-to-consumer (B2C) commerce

On-line customer service

Financial markets and payment systems

PURPOSE OF COURSE
The technology revolution has provided retailers with tremendous opportunities for increasing the efficiency and effectiveness of doing business. The class will introduce the student to the many ways in which basic retailing functions can be enhanced through effective use of information technology and the Internet. The course will explore electronic commerce from a theoretical and applied perspective. The area of emphasis will be retailing on the Internet.

COURSE OBJECTIVES
We will develop an awareness and understanding of the relevant issues, advantages and disadvantages, and specific techniques involved in using the Internet to assist in the production and marketing of retail goods and services and providing service to our stake holders.

Upon completion of this class, you will be able to:

Describe the history of the Internet and retail electronic commerce

Understand the driving forces of retail e-commerce

Understand how the Internet can be helpful in the marketing and service of your retailing products and/or services

Understand how the Internet can be used to provide better service to your stake holders; customers, suppliers, owners, employees, etc.,

Describe the different capabilities of the Internet and how each one can be used to redesign retailing practices. The technology revolution has provided retailers with tremendous opportunities for increasing the efficiency and effectiveness of doing business. The class will introduce the student to the many ways in which basic retailing functions can be enhanced through effective use of information technology and the Internet.

Describe how the Internet works, what it can and cannot do well, retail site security, etc.

Understand the social impact of e-commerce retailing

Apply your retail business and Internet skills by developing a personal e-commerce business

METHODS OF INSTRUCTION
This course is taught using a variety of methods, with hands-on activities and group discussion emphasized. In addition, independent study activities, demonstrations, guest speakers, lectures, and the Internet/WWW will be utilized.

RESOURCES

Readings will be handed out in class and assigned via the web. Please note that some of the web-based readings require a PDF (Portable Document Format) viewer, which is available for a number of different platforms from Adobe Systems Incorporated; Look under the heading Adobe Acrobat. http://www.adobe.com/Acrobat/Acrobat0.html

Readings - Cyber Articles and Hardcopies

Internet/WWW/Journal Articles

Power Point Handouts

Textbook - Pending

E-Commerce Support Web Page http://courses.cwu.edu

LEARNER OUTCOMES AND PERFORMANCE INDICATORS
Upon completion of this course, you will be able to:

Learner Outcome Performance Indicators

1. Acquire knowledge and understanding of the history of e-commerce and its impact on retailing of the 21st century. Participate in class discussions and complete homework assignments which demonstrate knowledge and understanding of e-commerce concepts.

2. Acquire knowledge and understanding of the framework of e-commerce and its special characteristics. Participate in class discussions and complete homework assignments which demonstrate knowledge and understanding of e-commerce.

3. Critic the e-commerce of small, medium, and large web-based retailers. Review, compare and analyze various Internet web sites that promote retail e-commerce.

4. Describe and apply the steps in setting up a e-commerce retail business. Develop and present a personal e-commerce retail business web site.

5. Consult and create a web-based e-commerce site with a local retail business. Develop and present a personal e-commerce retail business web site.

6. Describe and understand e-commerce retail pricing concepts and strategies. Identify and provide examples of how retail businesses price products and services on the web.

7. Describe and understand the elements involved in a business's web-based communication with its customers. Identify and provide examples of how retail businesses communicate with their customers via the web.

8. Discuss and identify unique aspects of the e-commerce service retailing. Identify and provide examples of web-based service retailing.

9. Describe the advantages and disadvantages of posting web-based electronic resumes. Demonstrate competence in posting a resume to the WWW/Internet.

10. Competent in the use of electronic mail, web page development and Power Point presentation. Demonstrate competence in the use of electronic mail, web page development and Power Point.

11. Incorporate technology into presentations and assignments. Demonstrate and provide evidence of technology in presentations and written assignments.

12. Understand how computers and the World Wide Web can be used in retail business. Demonstrate the ability to use the Internet/WWW to locate information provided by businesses and government agencies, as well as develop a small business web page.

Web Business Mock Development Project:
The students will develop a web site for a mock retail business. This will include a short paper discussing the following:

Needs assessment

Identify target audience

WWW mission statement

Objectives for the web site

Assess the domain of information required

Develop a working web site (Applied project)

Client presentation (Present to Class via Internet and Power Point)

This project will take the entire quarter, and the class will be structured around developing this
project. The class will be broken into two parts: the discussion of retail e-commerce issues and the development of a retail e-commerce web site.

POSSIBLE TOPICS OF DISCUSSION AND PAPERS:

Retail Marketing and the Internet

Direct Retail marketing on the internet

Measuring Advertising Exposure

Publishing on the Web

Disintermediation

Local IP/ISP

Retail Search Engines, Agents, and Filters

Servers and Networks

Electronic Payment Systems

Privacy

Retail Brokers

Auctions on the Web (eBay)

Intranets

Internet Advertising

Security

Relationship Marketing on the Internet

Pricing Strategies for Information Goods

Successful Retailing Models

Implications of the Web on International Retail Marketing

Web-based Retail Communities

Desktop vs. Internet-based Applications

Wall Street and the Internet

Internet TV Channel Metaphor

Censorship on the Web

Net Computer

Electronic Commerce with Agents

Personal Finance on the Internet (Investments)

On-Line Brokerage Business

On-line Banking

Internet Data Capturing

Web Advertising

Privacy and Security on the Internet

Smart Cards

Social Impact of E-commerce

Retail Strategy on the Internet

Return to Top

	ME 330
	Access to the Computer/Internet
	Basic knowledge of the Internet (E-mail, downloading, etc.)

	History of e-commerce and the impact on today's retailing environment
	Social impact of retailing e-commerce
	Retail strategies on the Internet
	Technology issues, including basic infrastructure, security, and agents
	Shopping and search and their implications for retailing strategies and structures
	Pricing, packaging and distribution of information goods
	Business-to-consumer (B2C) commerce
	On-line customer service
	Financial markets and payment systems

	Describe the history of the Internet and retail electronic commerce
	Understand the driving forces of retail e-commerce
	Understand how the Internet can be helpful in the marketing and service of your retailing products and/or services
	Understand how the Internet can be used to provide better service to your stake holders; customers, suppliers, owners, employees, etc.,
	Describe the different capabilities of the Internet and how each one can be used to redesign retailing practices. The technology revolution has provided retailers with tremendous opportunities for increasing the efficiency and effectiveness of doing business. The class will introduce the student to the many ways in which basic retailing functions can be enhanced through effective use of information technology and the Internet.
	Describe how the Internet works, what it can and cannot do well, retail site security, etc.
	Understand the social impact of e-commerce retailing
	Apply your retail business and Internet skills by developing a personal e-commerce business

	Readings - Cyber Articles and Hardcopies
	Internet/WWW/Journal Articles
	Power Point Handouts
	Textbook - Pending
	E-Commerce Support Web Page http://courses.cwu.edu

Learner Outcome	Performance Indicators
1. Acquire knowledge and understanding of the history of e-commerce and its impact on retailing of the 21st century.	Participate in class discussions and complete homework assignments which demonstrate knowledge and understanding of e-commerce concepts.
2. Acquire knowledge and understanding of the framework of e-commerce and its special characteristics.	Participate in class discussions and complete homework assignments which demonstrate knowledge and understanding of e-commerce.
3. Critic the e-commerce of small, medium, and large web-based retailers.	Review, compare and analyze various Internet web sites that promote retail e-commerce.
4. Describe and apply the steps in setting up a e-commerce retail business.	Develop and present a personal e-commerce retail business web site.
5. Consult and create a web-based e-commerce site with a local retail business.	Develop and present a personal e-commerce retail business web site.
6. Describe and understand e-commerce retail pricing concepts and strategies.	Identify and provide examples of how retail businesses price products and services on the web.
7. Describe and understand the elements involved in a business's web-based communication with its customers.	Identify and provide examples of how retail businesses communicate with their customers via the web.
8. Discuss and identify unique aspects of the e-commerce service retailing.	Identify and provide examples of web-based service retailing.
9. Describe the advantages and disadvantages of posting web-based electronic resumes.	Demonstrate competence in posting a resume to the WWW/Internet.
10. Competent in the use of electronic mail, web page development and Power Point presentation.	Demonstrate competence in the use of electronic mail, web page development and Power Point.
11. Incorporate technology into presentations and assignments.	Demonstrate and provide evidence of technology in presentations and written assignments.
12. Understand how computers and the World Wide Web can be used in retail business.	Demonstrate the ability to use the Internet/WWW to locate information provided by businesses and government agencies, as well as develop a small business web page.

	Needs assessment
	Identify target audience
	WWW mission statement
	Objectives for the web site
	Assess the domain of information required
	Develop a working web site (Applied project)
	Client presentation (Present to Class via Internet and Power Point)

	Retail Marketing and the Internet
	Direct Retail marketing on the internet
	Measuring Advertising Exposure
	Publishing on the Web
	Disintermediation
	Local IP/ISP
	Retail Search Engines, Agents, and Filters
	Servers and Networks
	Electronic Payment Systems
	Privacy
	Retail Brokers
	Auctions on the Web (eBay)
	Intranets
	Internet Advertising
	Security
	Relationship Marketing on the Internet

	Pricing Strategies for Information Goods
	Successful Retailing Models
	Implications of the Web on International Retail Marketing
	Web-based Retail Communities
	Desktop vs. Internet-based Applications
	Wall Street and the Internet
	Internet TV Channel Metaphor
	Censorship on the Web
	Net Computer
	Electronic Commerce with Agents

	Personal Finance on the Internet (Investments)
	On-Line Brokerage Business
	On-line Banking
	Internet Data Capturing

	Smart Cards
	Social Impact of E-commerce
	Retail Strategy on the Internet