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BA - ECA - Course Outline

The E-Commerce Analytics course at LM Thapar School of Management is a 2-credit course designed for the Fall 2025-2026 semester, consisting of 30 contact hours over 24 sessions. It aims to equip students with essential knowledge in e-commerce from a marketer's perspective, covering both B2C and B2B markets, digital marketing strategies, and online transaction mechanisms. Course outcomes include understanding e-commerce fundamentals, analyzing internet applications in business, and applying digital marketing strategies to enhance online performance.

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8 views2 pages

BA - ECA - Course Outline

The E-Commerce Analytics course at LM Thapar School of Management is a 2-credit course designed for the Fall 2025-2026 semester, consisting of 30 contact hours over 24 sessions. It aims to equip students with essential knowledge in e-commerce from a marketer's perspective, covering both B2C and B2B markets, digital marketing strategies, and online transaction mechanisms. Course outcomes include understanding e-commerce fundamentals, analyzing internet applications in business, and applying digital marketing strategies to enhance online performance.

Uploaded by

tanmaymahendru99
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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LM Thapar School of Management

Master of Business Administration


Course Outline

Course Title E-Commerce Analytics


Course Code BA62XX
Course Credits 2 credits
Total contact hours or equivalent 30 hours
Number of Weeks 24 sessions
Sem/Term Fall
Year 2025-2026
Name of the instructors and contact details

Introduction: The course is designed to help you master the essential disciplines in Electronic
Commerce. This course challenges students to explore the realities and implications of
internet business (i.e., e-commerce) from a marketer's perspective. Business-to-consumer
(B2C) and business-to-business (B2B) e- commerce markets are examined. The course
introduces students to a wide range of electronic commerce issues for marketers, as a
foundation for continual learning in the dynamic e-commerce environment.

Pedagogy: This course is designed to achieve its aim through lectures and seminars, including
problems, case analysis, and discussion. The lecturers and seminars assure a variety of teaching
and learning methods, interim knowledge assessment, supply of cases & learning material to
students and discussions of individual and group work in class, during and after the class.

Course Outcomes (CO):


Upon successful completion of the course, the students should be able to:
CO1: Understand the fundamental concepts of E-Commerce, including its origin, business and
technological dimensions, models, and value chains.
CO2: Analyze the role of the internet in E-Business, including web applications, Electronic Data
Interchange (EDI), online payment mechanisms, and website development.
CO3: Apply digital marketing strategies such as SEO, social media marketing, content marketing,
and analytics to optimize online business performance.

Thapar Institute of Engineering & Technology 1


Course Syllabus:

Module 1: CO1: Fundamentals of E-Commerce and E-Business: Origin, need, and factors
influencing E-Commerce, Business and technological dimensions of E-Commerce, E-Commerce
frameworks and models, Value chains in E-Commerce

Module 2: CO2: Internet, E-Business Applications, and Online Transactions: Internet,


intranet, and extranet applications in business, World Wide Web, internet architectures, and
online shopping, Electronic Data Interchange (EDI) and its components, IT infrastructure,
online payment mechanisms, and payment gateways, Website promotion tools and electronic
payment systems (credit/debit cards, plastic money)

Module 3: CO3: Principles and Strategies of Digital Marketing: Defining and setting
objectives for digital marketing, Search Engine Optimization (SEO) and Google AdWords,
Social Media Marketing (Facebook, LinkedIn, YouTube), Display advertising, content
marketing, and blogging, Lead generation strategies, email marketing, and video marketing,
Responsive design and analytics (Google Analytics)

Suggested Reading:
1. E-Commerce Strategy, Technologies and Applications, Whitley, David, Tata McGraw Hill.
2. Electronic Commerce. , Schneider Gary P. and Perry, James T ,Thomson Learning.
3. E-Commerce: The Cutting Edge of Business, Bajaj, Kamlesh K & Nag, Debjani , McGraw
Hill
4. E-Commerce: Business, Technology, Society, Laudon and Traver, Pearson Education
5. Designing Systems for Internet Commerce, Treese G. Winfield & Stewart C. Lawrance

Thapar Institute of Engineering & Technology 2

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