MGT645: Electronic Commerce
Fall 2001
Instructor: Lee, Jae Kyu Rm: S206, Tel:958-3612,
jklee@kgsm.kaist.ac.kr
Teaching
Assistant:
Sung
Class
Hour: T, Th
Language:
English
1. Course Objectives
This course learns about doing business with the Internet. Lectures will be delivered to teach the fundamental concept, strategies, and key trends in e-commerce. It will cover exchanges, e-tailing, e-procurement, B2B supply chain, e-payment and other important topics. However, this area changes so rapidly that cultivating students the skill to learn by themselves is even more important. To facilitate the self-learning, cases will be discussed with students¡¯ interactive participation and the team role-play will be preformed and presented.
To help the understanding about the
e-commerce industry in
Concerning the term project, MBA students are welcome to in depth study on any interesting topics. They can perform the project in-group of three at most. However, MS and Ph.D. student¡¯s projects are required to include the review of at least five self-selected academic papers concerning the topic, and the paper review should be submitted individually although they may perform the project as team.
2. Assignments
1) Reading Assignments: Textbook and Handouts.
2) Role-Play Game:
Students are required to play a role among the suggested topics, and establish a business strategy. Each team will present their strategies in the class and classmates will challenge to their strategies. The classmates will score each team¡¯s presentation. Students are expected to cultivate a real world problem.
3) Term Project: Survey the literature, software, and case
Possible topics of term projects are a review of literature, solutions, cases, or commercial sites on a selected subject. It may be related with the topic of role-play.
MBA students can perform the project in-group of three at most.
MS and Ph.D. students are required to review at least five self-selected academic papers to cultivate the term project, and required to prepare the paper individually.
3. Grading Policy
In Class Final Examination 25%
Role Play Presentation 15%
Role Play Report 15%
Term Project Reports 25%
Class Activities 20% _________________________________________________
Total 100%
4. Prerequisites
This course will assume the students have taken the prerequisite course of MIS or equivalent.
5. Text Book and Reading Materials
1) Textbooks:
Turban, Lee, King and Chung, Electronic Commerce: A Managerial Perspective, Prentice Hall, 2000, Version 1 (Denoted by Ch**)
Turban, Lee, King and Chung, Electronic Commerce: A Managerial Perspective, Prentice Hall, 2001, Version 2 (Denoted by T**)
Lee, et al., Principles of Electronic Commerce, Bupyoung Publishing Co, 1999
(Denoted by L**, In Korean)
2) Handouts
Papers and additional materials may be distributed in the class. Please keep a copy of syllabus file and modify the list as the additional materials are collected.
3) Online Resources:
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BtoB Magazine: www.netb2b.com
InternetWeek: www.internetwk.com
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InformationWeek: www.informationweek.com
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TechWeb: www.techweb.com
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CIO: www.cio.com
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McKinsey Quarterly: www.mckinseyquarterly.com
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AMR Research: www.amrresearch.com
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Forrester Research: www.forrester.com
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Gartner: www4.gartner.com
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eMarketer: www.emarketer.com
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eCommerce Times: www.ecommercetimes.com
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InfoWorld: www.infoworld.com
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Computer World: www.computerworld.com
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Internet: www.internet.com
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News.com : news.cnet.com
6. Course
Composition
1) Lectures:
17 units
Introduction and relationship with
MIS
e-Strategies
Direct Marketing and Manufacturer¡¯s
e-Transformation
Retailing and Consumer¡¯s Behavior
EC Technologies and XML
Search, Comparision and Agent
Based Commerce
Auction and Reverse Auction
Exchanges and B2B Portals
SCM, Private Exchange and
Collaborative Commerce
E-Procurement and BPR/ERP
E-Payment and Security
E-Service Industries
Community, Advertisement, and
M-Commerce
Implementation of EC Systems
Other Issues
2) Case
Discussion: 3 units
Exchange
SCM
E-Procurement
3) Role-play:
7 units
3 Persons per team * 20 teams
See the appended list for the selection
of topic.
4) Industrial
Speakers: 2 units
Guest Speaker
ICEC Workshop
5) Final
Examination: 1 unit
Illustrative
Topics of Role Play Projects
Direct
Marketing Manufacturer:
Dell Computer, Cisco, LG and Samsung Electronics
Automobile
Marketing
Direct vs. Indirect (in cooperation with dealers) in the USA
Covisint, Toyota Aftermarket Private Exchange
e-Retailer
and Department Store:
Hansol CS Club, Amazon.com, Wal-mart.com
Search Engine Portal
Yahoo, Google
Comparison
Agents
Personalogic
Exchanges
e-Steel, Covisint, Chemmatch, GlobalNeteXchange,
Auction
and Reverse Auction
e-Bay, Auction Ltd.,
Supply Administration ROK for governmental acquisition
Supply
Chain Management
I2, mySAP, RetailLink
e-Procurement
Ariba, Commercial One, mySAP, MS Market, Kosa, Cisco
B2B
Solution Models
CommerceOne, Ariba, i2, mySAP, Siebel
Delivery
UPS, FedEx
Electronic
Payment
Credit Card, Debit Card, Electronic Cash
Smart
Card and E-Cash
KACH, Transportation Card
CyberBanking
Citibank, Wells Fargo, H&CB, Kukmin Bank
Certificate
Authority
Official CA and private CA as a partner of VeriSign
Cyber
Stock Market
E*Trade Korea vs. Daeshin Securities
Insurance
Industry
Realty
Travel
Agency and Ticketing
Any
Other Good Applications
7. Course Schedule
1.
(Sept 4, T) Overview
2.
(Sept 6, Th) Overview
Taxonomy
Key Trends
e-MP Structures
Clicks and Mortar
Relationship with MIS
Ch 1, [Refer: Ch11: Infrastructure; Appendix A and B] [L1, 7]
Cases Ch 1:
Intel, Happy Puppy (Game)
A1.1: Egghead
A1.2: Walmart (CFAR)
A1.3: HBO (Intranet)
A1.4: FedEx
A1.5: FDA (Document)
Real: Grocery
3.
(Sept 11, T) e-Tailing
Market Structure of e-Tailing
Disinter mediation & Re-intermediation
Business Models
Stages of e-Tailing
Ch 2 [T3], [L2, 3, 7]
Cases Ch 2.1: Amazon and BarnsandNoble.com
A2.1: Auto,
Ch 2.5 Direct Marketing : Dell, Ford
Ch 2.7 Intermediary: Cyber CD
Ch 2.8 Reactive Department Stores: JC
Penney
Real World : Buy.com
e-Tailing Case Discussion
Amazon and Barnes & Noble
Wal-Mart
K-Mart
Case Ch12: Music by N2K
A12.1: Amazon and Barnes
& Boble
A12.2: Competition in books,
music and video
4.
(Sept 13, Th) Internet
Consumer¡¯s and CRM
eCustomers Behavior Modes
Demographics
CRM; Data Warehouse, Data Mining
One-to-One Marketing
Ch 3 [T4]
Case Ch 3.1: Ritchey¡¯s Bike Online
A3.1: Honda Motor
A3.2: America Airline Personized
A3.3: Canadian Tire Acceptance
Integrated Call Center
A3.4: 1-800-Flowers Customer Service
A3.5: Marketing Research on the Internet
A3.6: Brithish Telco Data Mining
Real: Kansas City Power and Light Co.
5.
(Sept 18, T) B2B EC & Exchanges
B2B EC Overview
Exchanges: Public, Private
Key Trends
Extranet
Ch 6, Ch 7, [L9]
Lee, ¡°B2B EC¡±, Encyclopedia of Information Systems, forthcoming
[T6, T7]
Ch6.1: GE¡¯s TPN and Ch 6.6
A6.1: Marriot International¡¯s Extranet
A6.2: MasterCard¡¯s Procurement Card
Ch6.7: Boeing¡¯s PART
Ch6.8 FedEx InterNetShop
A6.3: National Semiconductor¡¯s On-time Delivery
A6.4: FreeMarket
Real: Fruit of the Loom¡¯s Distributors
6.
(Sept 20, Th) Exchange Case Discussion
7.
(Sept 25, T) SCM
Business Models of SCM
Evolution of SCM
T15, [L10]
Case T15.1 The Y2K Toys Order Fulfillment Problem
A15.1: Grocery Supermarket (Woolworths of Australia)
A15.2.
Can Fish Survive Online Logistics?
A15.3. Littlewoods Stores improved its SCM
A15.4. Getting Suppliers Online (Caltex)
A15.5. UPS provides Broad EC Services
A15.6. Warner-Lambert applies an Integrated Supply Chain
A15.7. mySAP.com
Real:
Quantum Corp streamlined its supply chain
Dell Computer provides superb customer service
8.
(Sept 27, Th) SCM Solutions and Case
9.
(Oct 2, T) Thanksgiving
day
No Class
10. (Oct 4, Th) eProcurement
Lee and Turban, ¡°Planning B2B E-Procurement Marketplace¡±, Handbook
of e-Biz, CRC Publishing, 2001
[T6] [L8]
11. (Oct 9, T) eProcurement Case
Discussion
12.
(Oct 11, Th) => (Oct 12, Friday) ICEC Workshop
Attend ICEC Workshop on eTransformation at Oct. 12 (9:00 am – 5:00
pm) that will be held in KAIST.
Submit Report about Workshop Attendance.
Workshop Proceedings
13. (Oct 16, T)
e-Strategies
Buyer Side
Seller Side
e-Market Ownership
Strategic Options
Evolutions in e-Solutions
Ch 9, [T 16]
Case Ch 9: IBM¡¯s e-Business Strategy
A9.1: Value Analysis Questions
A9.2: Lockheed Martin
A9.3: Marriot¡¯s Analysis Emphasize
Shareholder¡¯s Values
A9.4: Competitive Intelligence on the
Internet
A9.5: Examples of Market Leaders
A9.6: Strategic directions at Schubb
Corp
A9.7: AT&T Cyberspace Solution
Real: Wizards of the Coast
SkyMall¡¯s
EC Strategy
14.
(Oct 18, Th) Search and Comparison Shopping
Purchasing Procedure
Comparison Methods
Ch 2.10-2.11, [T3], [L4]
15.
(Oct 23, T) Agents & XML
Ch 3.8, Appendix C, A3, T9
Lee, ¡°UNIK-AGENT¡±, HICSS-97
[L11]
16.
(Oct 25, Th) Auction & Reverse Auction
T9, [L5]
Case T9.1
C2B Reverse Auctions: Dandelion Moving
& Storage
B2C and C2C Forward Auction: Dell
Computer
C2C Forward Auction: e
Bay
A9.1 Finding when and where an item is auctioned
A9.2 Issue in auction aggregation
A9.3 Reverse Mortgage Auctions in Singapore
A9.4 SOLD of Australia
Real: FreeMarkets.com
17.
(Oct 30, T) Role Play Slot 1
Move to Oct 27 (Sat)
18.
(Nov 1, Th) Role Play Solt 2
Move to Oct 27 (Sat)
19.
(Nov 6, T) e Payment & Security
e Payment
Security
Smart Card
Ch 8, [L12, 13]
Case Ch 8: SET
A8.1: Multiple Payment Options
A8.2: 10 tips of selecting CA
A8.3: Bank Online and Security Tips
A8.4: Mondex
A8.5: Smart Toll way - Highway 91
Real: Transportation Card
20.
(Nov 8, Th) Cyberbanking
Ch 5.7, [L14]
Case A5.6: Wells Fargo
A5.7: Security at Bank of America Online
Real: Intranet – Cushman and Wakerfield
Banking to Sea
21.
(Nov 13, T) e-Service Industry
Stock Trading
Travel Agent
Employment Placement
Real Estate
Ch 5, [L15, 16, 17, 18]
Case Ch5: Order Journals
A5.1: Carlson Travel and American
Express automate corporate travel
A5.2: Zeus Tours and Yatch Cruises
A5.3: Job Match in Philippines
A5.4: Finding Super Deals
A5.5: Collider¡¯s Arnold – the Realtor
22.
(Nov 15, Th) Community/Portal/Ad/Market Research
Ch 4, Ch 3.7, [L6]
Case Ch 4: CD-Max e-Mail List to Advertise
A4.1: Proter & Gamble¡¯s Interactive
Marketing
A4.2: Double Click¡¯s Targeted
Advertisement
A4.3: Entice Web Surfers to read
Internet Ads
A4.4: Fujitsu¡¯s Agents for Targeted
Advertisement in Japan
A4.5: AMP¡¯s Online Catalog
A4.6: Boise Cascade¡¯s B2B Electronic
Catalog
A4.7: Audit Report
Real: Chevron¡¯s Car
23.
(Nov 20, T) Role Play Slot 3
Move to Nov. 24 (Sat)
24.
(Nov 22, Th) Role Play Slot 4
Move to Nov. 24 (Sat)
25.
(Nov 27, T) Policy, Digital Economy, Regulation
Ch 10, [L19, 20]
Case Ch10: Contractual Issues in EC
A10.1: Microsoft and Geocities Privacy
Policies
A10.2: Copyright Protection and Free
Speech
A10.3: Ticketmaster¡¯s Suit
A10.4: David Lee was cheated by an
international investment group
A10.5: Internet Shopping Rights
Ch 12
A12.3: Small Business and Global Trade
A12.4: Korean Government
Real: Chemdex in Chemical Market
Dutch
Flower Market
26.
(Nov 29, Th) m-Commerce
Invited Speaker
T19
27.
(Dec. 4, T) Role Play Slot 5
Move to Dec 8 (Sat)
28.
(Dec. 6, Th) Role Play Slot 6
Move to Dec 8 (Sat)
29.
(Dec. 11, T) Role Play Slot 7
Move to Dec 8 (Sat)
30.
(Dec. 13, Th) Concluding Lecture
EC Implementation
Research Issues
Ch 9.6-9.6, Ch 12
31. (Dec.
18, T) Final Exam