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MAM2110 E-Commerce 2

Intermediate · 1 credit · BIT - Business, Admin, Finance and IT

Description
Students will enhance their understanding of e-commerce as a marketing strategy and design an e-commerce Web site with special effects and additional content to attract customers and increase customer satisfaction. Note: The e-commerce Web site that is designed does not need to be published on the Internet; it can be operational on a local machine/network, if necessary.
Prerequisite
MAM1040: E-Commerce 1
Parameters
Access to an appropriate computer work station, word processing software, Web site design software, the Internet and support materials.
Supporting courses
ENT2030: Marketing the Venture Web Design course Multimedia Authoring course Electronic Publishing course

Outcomes The student will:

  • 1 describe strategies that attract customers to an e-commerce Web site

    • 1.1 outline Web site improvements that encourage customers to visit the e-commerce Web site including:

      • 1.1.1 additional content

      • 1.1.2 special effects

      • 1.1.3 navigation methods

    • 1.2 identify how Web sites can provide superior customer service by:

      • 1.2.1 keeping the Web site up-to-date and indicating “What’s New”

      • 1.2.2 providing detailed product information including side-by-side charts comparing the company’s products to its competitors’ products, a database allowing online shoppers to investigate products in-depth and showing products in a favourable light

      • 1.2.3 providing the ability to trace the status of orders; e.g., in-house database or connect to shipper’s database

      • 1.2.4 establishing and/or refining company policies for returns, security and privacy

      • 1.2.5 providing access to staff e-mail addresses to route customer questions to correct departments

      • 1.2.6 using distribution lists to send copies of one message to numerous customers or employees; e.g., flag problems, share good news

      • 1.2.7 providing incentives (added value) for customers to buy or register through the Web site; e.g., sales, discounts, quizzes, contests

      • 1.2.8 providing the option to customize the home page

      • 1.2.9 providing links to free information; e.g., current news, stock prices

    • 1.3 demonstrate current best practice when developing the Web site; e.g., accessibility, World Wide Web Consortium (W3C) standards

    • 1.4 describe benefits of strategic partnerships, including that the partner:

      • 1.4.1 can offer quality information and/or online services that complement the products/services on the e-commerce Web site

      • 1.4.2 can provide high-quality and credible information on the products/services available through the e-commerce Web site

      • 1.4.3 can generate income based on hits and/or purchases

      • 1.4.4 is willing to place advertisements on its Web site; e.g., usually free

    • 1.5 list various ways that an e-commerce business can advertise on partners’ Web sites; e.g., banner ads, name identifiers

    • 1.6 list methods of paying for purchases online including:

      • 1.6.1 credit and debit cards

      • 1.6.2 electronic cash; e.g., e-cheques, smart card, electronic wallet

    • 1.7 chart advantages and disadvantages of different arrangements for handling payment systems securely including:

      • 1.7.1 terminal identification

      • 1.7.2 digital certificates

      • 1.7.3 digital signatures

      • 1.7.4 encryption

      • 1.7.5 protocols for secure information transfer through the Internet

  • 2 describe ethical issues, security threats and current legislation related to e-commerce

    • 2.1 outline examples of how an e-commerce Web site could deal with ethical issues and other challenges; e.g., unsolicited mail, online activism, access for people with disabilities

    • 2.2 describe security threats and potential solutions; e.g., virus attacks, password guessing, credit card fraud, spoofing (intruder appears to be someone else), denial of service attacks (crashing system, using up resources, flooding network with bogus requests), sniffing (grabbing passwords by monitoring network traffic), operating system exploitation (bugs or known flaws that allow entry), phishing

    • 2.3 summarize key features of legislation and tort law that impact e-commerce; e.g., electronic contracts, intellectual property law, copyright, patents, trademarks, domain registration

  • 3 analyze content-related features of effective e-commerce Web sites

    • 3.1 examine if:

      • 3.1.1 the home page shows the main components of the Web site effectively

      • 3.1.2 the search function allows efficient access to information

      • 3.1.3 company information is included; e.g., name of company, address, telephone number, fax number, e-mail contact, list of key personnel, video of key staff

      • 3.1.4 company policies on privacy, security and terms of business are clearly stated

      • 3.1.5 products and services are effectively displayed; e.g., name, code, description, price, option to buy, link to shopping cart, detailed product information

      • 3.1.6 the shopping cart indicates purchase name, code, price, discount, shipping cost, taxes and total cost

      • 3.1.7 the shopping cart provides options to delete the purchase(s), continue shopping or check out with a link to shipping choices

      • 3.1.8 the shipping choices (courier, postal service, bus, rail, air, truck) and costs are clear and there is a link to payment choices

      • 3.1.9 the payment choices are clear; e.g., credit card, debit card, electronic cash

      • 3.1.10 forms to gather customer information are well-designed

      • 3.1.11 incentives to register are clear and attract attention

      • 3.1.12 drop-down menus assist in filling out forms

      • 3.1.13 additional content is offered to attract customers; e.g., detailed product/service information, frequently asked questions, “What’s New,” newsroom, forum, Web site tour, thank-you page, games

      • 3.1.14 text is appropriate for potential customers

      • 3.1.15 text is accurate; e.g., no errors in spelling, punctuation, grammar

  • 4 analyze design- and technical-related features of effective e-commerce Web sites

    • 4.1 examine if:

      • 4.1.1 special effects have been added and are appropriate; e.g., pictures, photographs, graphics, sound, borders, audio, animation, video, marquee, 3-D graphics, 3-D animation

      • 4.1.2 the home page provides clear links to other pages of the Web site

      • 4.1.3 navigation methods are effective; e.g., menus, bars, links such as text, icon, banner ad, hover button, image map

      • 4.1.4 navigation throughout the Web site is efficient; e.g., three or fewer “clicks”

      • 4.1.5 after the home page, navigation links are positioned in a standard location

      • 4.1.6 the organization of information is efficient; e.g., least used at “back” of Web site

      • 4.1.7 the processing speed is acceptable throughout the Web site

      • 4.1.8 the domain name (URL) is indicative of the products/services offered

      • 4.1.9 viewers have the option to register and the ability to ask questions, request information and give feedback

      • 4.1.10 viewers have the option to control viewing choices; e.g., text only, view videos, turn off sound, enlarge/reduce picture size, customize the home page, select language

  • 5 design an e-commerce Web site with special effects and additional content

    • 5.1 complete the process of building an e-commerce Web site by:

      • 5.1.1 planning the Web site

      • 5.1.2 developing the Web site including content-related features and design- and technical- related features

      • 5.1.3 testing and presenting the Web site

      • 5.1.4 modifying and publishing the Web site

  • 6 apply consistent and appropriate work station routines

    • 6.1 demonstrate good health and safety; e.g., posture, positioning of hardware and furniture

    • 6.2 employ practices that provide security for hardware, software, supplies and personal work

    • 6.3 apply effective decision-making strategies when using the Internet

    • 6.4 use related terminology to describe basic protocols, processes and tools

  • 7 demonstrate basic competencies

    • 7.1 demonstrate fundamental skills to:

      • 7.1.1 communicate

      • 7.1.2 manage information

      • 7.1.3 use numbers

      • 7.1.4 think and solve problems

    • 7.2 demonstrate personal management skills to:

      • 7.2.1 demonstrate positive attitudes and behaviours

      • 7.2.2 be responsible

      • 7.2.3 be adaptable

      • 7.2.4 learn continuously

      • 7.2.5 work safely

    • 7.3 demonstrate teamwork skills to:

      • 7.3.1 work with others

      • 7.3.2 participate in projects and tasks

  • 8 identify possible life roles related to the skills and content of this cluster

    • 8.1 recognize and then analyze the opportunities and barriers in the immediate environment

    • 8.2 identify potential resources to minimize barriers and maximize opportunities

Program of Studies 2015. Source document, © Alberta Education.