CTSPlanner
Sign-in not configured
← Management & Marketing

MAM3120 E-Commerce 3

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

Description
Students will investigate and expand strategies to gather customer information and design e-commerce Web sites that take advantage of technological advances. Note: The e-commerce Web site that is designed may or may not be made operational.
Prerequisite
MAM2110: E-commerce 2
Parameters
Access to an appropriate computer work station, software, the Internet and support materials.
Supporting courses
ENT2030: Marketing the Venture Multimedia and Web Authoring course Electronic Publishing course Web design course

Outcomes The student will:

  • 1 research the challenges of obtaining customer information

    • 1.1 identify methods of obtaining (data mining) customer information, including geographic, demographic, psychographic and behavioural information

    • 1.2 outline possible uses of customer data; e.g., greeting customers by name, modifying the information presented to customers, providing recommended buying lists and information on sales and discounts, providing personal shopping representatives to assist customers

    • 1.3 identify various databases that can be obtained to support:

      • 1.3.1 customer information

      • 1.3.2 order tracking

      • 1.3.3 e-mail addresses

      • 1.3.4 product-related or technical-related information

    • 1.4 list data fields and field properties to include in a registration form; e.g., geographic, demographic, psychographic

    • 1.5 describe how cookies work to identify customers and their habits and outline information that can or cannot be retrieved

  • 2 research financial considerations when developing and maintaining an e-commerce Web site

    • 2.1 compare different ways of hosting e-commerce Web sites in terms of degree of control of operations and improvements, developmental and transactional costs and processing speed

    • 2.2 list potential income-generating opportunities including:

      • 2.2.1 sales of goods and services

      • 2.2.2 partnerships

      • 2.2.3 auctions; e.g., general consumer, specialty consumer

    • 2.3 identify technological advances in e-commerce Web site development including:

      • 2.3.1 connection options with customer, network, e-commerce Web site and browser

      • 2.3.2 software

      • 2.3.3 hardware

      • 2.3.4 wireless mobile devices

      • 2.3.5 security and privacy systems

  • 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/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(s), discount, shipping costs, taxes and total costs

      • 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 the overall impact of the Web site is positive and motivating

      • 4.1.2 the Web site aligns with potential customers’ interests and needs

      • 4.1.3 the pages are consistent in format, text size, font, headings and colour

      • 4.1.4 colour contrast helps items stand out or blend in

      • 4.1.5 the background is effective

      • 4.1.6 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

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

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

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

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

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

      • 4.1.12 the processing speed is acceptable throughout the Web site

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

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

      • 4.1.15 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 that obtains customer information

    • 5.1 design a registration form to obtain customer information that contains text entry boxes and form validation; e.g., field masks that limit type of entry or space for text when applicable; hidden fields displayed with an asterisk (*); check boxes to indicate one or more chosen options; pop-up menus and scrolling menus to provide choices; plain push buttons or more creative buttons such as SUBMIT to send form data to the server and RESET to clear all form fields

    • 5.2 list possible incentives to motivate the customer to register; e.g., free items, discounts, rewards, contests

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

      • 5.3.1 planning the Web site

      • 5.3.2 developing the Web site including: content-related features, design- and technical-related features

      • 5.3.3 testing and presenting the Web site

      • 5.3.4 modifying, publishing and documenting 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 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 create a transitional strategy to accommodate personal changes and build personal values

    • 8.1 identify short-term and long-term goals

    • 8.2 identify steps to achieve goals

Program of Studies 2009. Source document, © Alberta Education.