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Purbanchal University

MBA II Semester

Course Title: E-Commerce and Digital Marketing

Course Code: EL527
Area of Study: Elective – IT
Credit Hour: 2
Lecture Hours (LH): 32

Course Objectives:

To provide the students with the theoretical background of e-commerce and its application in business and develop a working e-commerce site.

Unit I: Introduction to Electronic Commerce (LHS 4)

• E-Commerce and E-Business
• Comparison of E-Commerce with Traditional Commerce
• Advantages and Disadvantages of E-Commerce
• Media Convergence
• Business Applications of E-Commerce
• Need for E-Commerce and E-Business
• Basics of E-Commerce: Network and Electronic Transactions Today
• M-Commerce and its application

Unit II: Business Models of E-Commerce (LHS 4)

• Business Models and its Importance
• Business-to-Business (B2B) E-Commerce: uses and advantages/disadvantages
• Business-to-Consumer (B2C) E-Commerce: uses and advantages/disadvantages
• Consumer-to-Consumer (C2C) E-Commerce: uses and advantages/disadvantages
• Consumer-to-Business (C2B) E-Commerce: uses and advantages/disadvantages

Unit III: The Internet and WWW (LHS 3)

• Evolution and features of Internet
• Domain Names and Internet Organization (.edu, .com, .mil, .gov, .net, etc.)
• Types of Network: LAN, MAN, WAN
• Internet Service Provider
• World Wide Web

Unit IV: Internet and Extranet (LHS 5)

• Definition of Internet
• Advantages and Disadvantages of the Internet
• Information Superhighway (I-way) and its components
• Components of an Intranet Information Technology Structure
• Development of an Intranet
• Extranet and Intranet Differences
• Role of Intranet in B2B Application

Unit V: Security Framework (LHS 5)

• Secure Transaction
• Computer Monitoring
• Privacy on Internet
• Computer Crime (Laws, Types of Crimes)
• Threats
• Software Packages for Privacy
• Hacking
• Computer Virus: How it spreads, virus problem, virus protection
• Encryption and Decryption: Secret key Cryptography, DES, Public Key Encryption, RSA
• Authorization and Authentication
• Firewall
• Digital Signature: How it works

Unit VI: Electronic Data Interchange (EDI) (LHS 3)

• Concepts of EDI and Limitation
• Application of EDI
• Disadvantages of EDI
• EDI Model

Unit VII: Electronic Payment System (LHS 3)

• Introduction and Importance of Electronic Payment System
• Types of Electronic Payment Systems
• Payment Types: Traditional Payment, Value Exchange System
• Credit Card System and Working Principle
• Smart Card and its Working Mechanism
• Electronic Cash: Properties and Working Mechanism
• E-Cheque
• Electronic Funds Transfer

Unit VIII: Internet Marketing (LHS 5)

• Pros and Cons of Online Shopping
• Justify an Internet Business
• Internet Marketing Techniques
• The E-Cycle of Internet Marketing
• Personalization in E-Commerce

Case Studies:

• Visa Card
• Master Card
• PayPal
• Amazon Payments
• Google Wallets
• Apple Pay
• eSewa
• Pay Bill
• iPay
• Hello Paisa

Laboratory Work:

Based on the subject, students have to make an e-commerce site individually or in groups. A complete report needs to be submitted to the department via the subject teacher for their internal assessment marks.

References:

• Andrew B. Whinston and Ravi Kalakota, Frontiers on Electronics, Pearson, 1996, ISBN: 81-7808-357-5
• Electronic Commerce by Gary P. Schneider
• Kenneth C. Laudon, Carol G. Traver, E-Commerce: Business, Technology, Society, Pearson
• E-Commerce: Concepts, Models, Strategies by G.S.V. Murthy
• E-Commerce by Kamlesh K. Bajaj and Debjani Na