Department of Marketing Management
Course Title: E-Marketing
Course No. : MkMg 431
Credit /Hrs: 3
Program: BA Degree in Marketing Management
Prerequisite: MkMg 211, MkMg 372, MkMg 362, MkMg 321, MkMg
352, MkMg 311, MkMg 252, MkMg 222
Co-requisite: None
I. COURSE DESCRIPTION
As e- commerce and rows across industries worldwide businesses are
building web sites for presence as well as for on line business college
programs are adding e- commerce IT courses at the undergraduate levels
but there is still a lack of consensus in terms of what an e-commerce course
should cover.
II. COURSE OBJECTIVES/LEARNING OUTCOME
At the end of the course, students will be able to:
Be acquainted with the basics of e- commerce
Describe the role of digital marketing in improving businesses’ success
Distinguish traditional business operations from e-commerce, e-
marketing, &/or digital marketing
Identify the e-business models that are of great help for e-marketers
Develop an e-marketing plan
Describe e-auction and mobile commerce
Assess the opportunities and the challenges /constraints available to
domestic and foreign marketers operating in Ethiopia and compared to
the foreign nations
III. COURSE CONTENT
Chapter 1: Introduction to Electronic Commerce
1.1.Origin of Commerce
1.2.Definition of Electronic Commerce
1.3.E-Commerce Vs E-Business
1.4.History of E-Commerce
1.5.Unique Features of E-Commerce
1.6.Benefits and Limitations of E-Commerce
Chapter 2: Business Model for Electronic Commerce
2.1. Key Elements of Electronic Commerce
2.2. Business Model based on Relationship of Transaction parties
2.3. Business Model based on the Relationship of Transaction Types
Chapter 3: Electronic Commerce Payment Systems
3.1. Properties and Types of Electronic Payment Systems
3.2. Credit Card E-Commerce Transaction
3.3. E-Commerce Digital Payment Systems in the B2C Arena
Business-to-Business Payment Systems
Chapter 4: E- Marketing Concepts
4.1. The Internet Audience and Consumer Behavior
4.2. B2B and B2C Marketing and Branding Strategies
Chapter 5: Retailing on the Web
5.1.The retail Sector
5.2.Analyzing the Viability of Online Firms
5.3.E-Tailing Business Models
5.4.Problems with E-Tailing
Chapter 6: Ethical, Security and Legal Issues in E-Commerce
6.1. Understanding legal and Ethical issues
6.2. Understanding security dimensions, threats and technology
solutions
IV. TEACHING METHODOLOGY
The principal teaching methods are lectures (including lectures of guests,
if possible), discussion, and assignments with presentation. The lectures
will be devoted to discussion of the topics depicted on the course syllabus
as detailed as necessary and possible. The students are expected to
come up with ideas about every class sessions’ lessons from the
recommended references and other related literatures (if any) and
actively participate in the class discussion.
V. METHOD OF ASSESSMENT
The modes of evaluation shall include, but not limited to and not exactly
the same as, the following:
1. Tests and Exam
As is common to other marketing courses, one of the modes of
assessment for digital marketing would be tests of various kind (25%)
and final exam (30%).
2. Project work (to be done by forming teams of 3-6 students in each)
The project work (25%) would constitute conducting analysis of the
changing business environment as it relates to e-marketing with
specific and special focus on the following:
The cultural, infrastructural and literacy rate challenges to be
faced by e-marketers operating in Ethiopia
The possible privacy concerns of Ethiopian consumers that
would be raised by the use of technological breakthroughs to
e-marketing operations.
3. Pilot Survey
The student taking this course are also expected to conduct a pilot
survey ( 10%) on how far the Ethiopian giants (like The Ethiopian
Airlines in its booking systems, online research and other services and
The Ethiopian Telecommunications) are exploiting opportunities by
utilizing e-marketing technological breakthroughs and taking the lead
to other businesses in Ethiopia.
4. Internet Exercise
The Students need to surf the Internet (10%) on daily (or at every-
short possible time intervals) basis looking for various up-to-date
pieces of information /articles and discussion groups to chat with about
marketing, e-business and B2B (www.business2.com), general
information about computing and the Net (www.cnet.com), breaking
news stories on e-business and free e-main newsletters
(www.crn.com); news stories about electronic commerce from a
technical perspective, supply chain, Web development, security, and IT
services (www.internetweek.com).
VI. TEXT BOOK
Joseph P.T. (2004), E-commerce: A Managerial Perspective, Prentice-
Hall of India Pvt. Ltd. New Delhi
VII. REFERENCE
Strauss Judy, El-Ansary Adel, and Frost Raymond (2004), E-marketing 3rd
edition Prentice-Hall of India Private Limited, New Delhi
Rayport F. Jeffrey and Jaworski J. Bernard (2001), e-Commerce McGraw-
Hill/Irwin MarketspaceU, New York
Krishnamurthy Sandeep (2003), E-Commerce Management: text and
Cases Vikas Publishing House, Singapore
Napier H. Albert, Judd J. Philip, Rivers N. Ollie, and Wagner W. Stuart (2001),
CreatingAWinningE-Business Course Technology Thomson
Learning, Canada,
Richardson Paul, Internet Marketing (2001): Readings and Online
Resources McGraw-Hill Irwin, New York.
Whiteley David (2001), E-Commerce: Strategy, Technologies, and
Applications Tata McGraw-Hill Publishing Company Limited, New
Delhi
