Unit 29 Ecommerce Strategies
This unit starts by considering customers’ expectations of e-Commerce, because these will dictate implementation priorities. When planning an e-Commerce strategy, it is necessary to assess the current status of the business information and logistics systems because these will provide the foundation for e-Commerce. Preparations will also be necessary to meet the standards of support that e-customers expect. Marketing, promotion and supply chain management must all be considered, alongside the website, when developing an implementation strategy. In managing an e-Commerce strategy, considerations include protecting the intellectual property of the business and maintaining the integrity of its website. This will require considerations of risk and the implementation of appropriate security precautions. Finally in this unit learners will critically evaluate current developments in eCommerce.
To enable learners to understand how businesses and organisations develop e-Commerce strategies to remain competitive in the global market.
Common applications: types, e.g. payment systems, online shopping, shopping cart software, newsgroups, email.
Strategy: general, e.g., marketing, supply chain, electronic payment.
Internet strategy: hosting eg internal, sub-contracted; designing the website; maintaining 24/7 access.
Marketing strategy: methods, e.g., targeting market segments and interest groups, developing electronic ‘web-communities’, promotion strategies to target specific market segments, search engine optimisation, e-marketing software.
Supply chain strategy: methods, e.g., satisfying customer demand, responsive supply chain, managed in house or sub-contracted, developing ‘partnership’ relationships with suppliers.
Electronic payment: methods, e.g., online transaction processing, Commercial off the Shelf Software (COTS), security; other payment systems, e.g., PayPal, World Pay.
Be able to manage an e-Commerce strategy
Intellectual property: ownership e.g., domain name, company name, trademarks.
Assessment of security risks: risks e.g., risk of linking business systems to the Internet
Security measures: propose security measures to minimise risks, e.g., firewalls and use of intranets or extranets.
Current developments: areas, e.g., marketing, supply chain management, electronic payment
On successful completion of this unit a learner will:
LO1: Understand the impact of e-Commerce on business
LO2: Be able to plan an e-Commerce strategy
2.1 plan an e-Commerce implementation strategy for an e-Commerce business
LO3: Be able to manage an e-Commerce strategy
3.1 Criticallyassess the risks of linking business systems to the internet
This unit requires a range of skills and strategies to be employed for teaching and learning.
This is suitable for use for a range of sectors and should utilise the full range of skills developedthrough study of other units in the programme. These include planning, practical work, datahandling and processing, critical analysis and presentation skills.
The afore-mentioned can be achieved through the use of a number of teaching and learning tools such as class tutorials, group discussion, quiz, workshop, project management case studies, good practices scenarios, exercises and presentation skills.
This knowledge gained from this unit can be applied to a number of other units in the programme as well.
Assessment Methods -Summary
Key features of the assessment strategy for this unit is the critical discussions on various aspects of ecommerce strategies and the planning & managing of ecommerce strategy.
The assessment will consist of an individual report based on a case scenario chosen for the purpose to address all the learning outcomes and the implied assessment criteria.
The assessment will comprise of three key components – understanding the impact of ecommerce strategy, planning an ecommerce strategy and managing an ecommerce strategy.
A Milestones Approach will be used for this unit facilitated through an Assessment workshop which will be conducted every week. Milestones will be set in the workshop for tasks 1, 2 and 3 on weeks 3, 6 and 8 respectively. A formative assessment on their report will be conducted on the week 10.