MKTG07126 2021 eCommerce

Display knowledge of the importance of the e-commerce business environment and evolution of the sector.

Identify the foundations of the various e-commerce business models and analyse the application of these models.

Derive a business plan and appreciate the value of project management.

Demonstrate how marketing, payment systems, the legal framework and security are used to support e-commerce.

Construct an e-commerce solution for the business environment.

Students will engage with the content of the module through a combination of classroom based delivery, either online or offline and computer laboratories. Students will undertake individual and group based work.

Joint mid term progress interviews and end of term project presentations will take place with the Sales Practice Module, MKTG07127.

Online Quizzes: Two worth  15% each

Mid Term Progress interview: 10% (joint with MKTG07127)

End of Term Presentation: 10% (joint with MKTG07127)

Final project delivery 50%

Students will be required repeat any failed elements of the module. This may include:

Online Quizzes: Two worth  15% each

Mid Term Progress interview: 10%

End of Term Presentation: 10%

Final project delivery 50%

Display knowledge of the importance of the e-commerce business environment and evolution of the sector. LO1

• Define e-commerce
• Contribution of e-commerce to the Irish economy / international economy
• Change in consumer behaviour
• Evolution of e-commerce pre and post the dot com bust
• Advantages and disadvantages of e-commerce

Identify the foundations of the various e-commerce business models and analyse the application of these models. LO2

• Differentiate EC from traditional business models
• Identify the key components of a e-commerce business model
• Analyse the various business models using examples & case studies
  • B2C
  • B2C
  • C2C
  • etc..

Derive a business plan and appreciate the value of project management. LO3

Business Plan

• Identify
  • Define target audience
  • Legal structure of the business (company description)
  • Market analysis
  • Staffing
  • Funding
  • Market / sales strategy
  • Role out strategy

Project Management

• Define project management
• Project management objectives
• Project management techniques, Gantt & Pert

Demonstrate how marketing, payment systems, the legal framework and security are used to support e-commerce. LO4

Marketing

• Online Vs Traditional 
• Define online marketing
• Online marketing strategies
  • SEO
  • Content Marketing
  • Adwords
  • SM marketing
• Marketing metrics
• Google Analytics
• Marketing Ethics

Payment Systems

• Identification of the steps & players involved ina payment system
• Choosing the correct payment system
• Critique the main payment systems offerings
• Electronic payments Security

Legal Issues

• General Data Protection Regulation, GDPR
• Consumer rights
  • Data storage
  • Data accessibility
  • Right to return, etc
• Vendor responsibility
  • Compliance with GDPR
  • Dealing customer data
  • Return policies
  • Terms & conditions, etc
• Copyright issues

E-Commerce Security

• Define online security
• Identify the main e-commerce security threats
• Apply e-commerce security solutions using software like Wordpress / WooCommerce

Construct an e-commerce solution for the business environment. LO5

• Appreciate the development life cycle
  • Life cycle steps
  • Site design considerations
• Content creation:
  • Text, graphics, audio
• Construct an e-commerce site using software like:
  • Wordpress
  • WooCommerce
• Apply marketing marketing strategy
  • Setting / analysing marketing metrics using Google Analytics