The purpose of this course is to examine e-business case studies. The cases are presented in a problem/solution format. Other e-business aspects unrelated to the problem are examined as appropriate for each company. For example, customer relationship management (CRM) may be discussed in one case but not in another. This course will demonstrate how sites have been created or improved upon based on problems unique to each case. The students will access the Web site of the company in each case study to examine the e-business elements covered in the case. The intent is for students to generate ideas for their own e-commerce site.
The target student for this course is an individual who is seeking to create a presence on the Web for his/her company. The student has taken the course "E-Business: Fundamentals of E-Commerce" so they are familiar with what is involved in creating an e-commerce site.
Lesson objectives help students become comfortable with the course, and also provide a means to evaluate learning. Upon successful completion of this course, students will be able to:
- Recommend an e-business course of action to take for particular business situations.
- Analyze Web site effectiveness.
- Critique the use of e-business techniques such as personalization and collaborative filtering.
- Analyze supply chain management (SCM) issues.
- Critique customer relationship management (CRM) techniques.
Lesson 1: The Case of Amazon.com
- A Startup Company Competing Against an Established Market Leader.
- Enhancing the Customers' Overall Web Shopping Experience.
- Creating a Sound Relationship with Associates.
Lesson 2: The Case of Lands' End
- Duplicating a Successful Catalog Business on the Web.
- Employing Customer Relationship Management (CRM).
Lesson 3: The Case of Dell Computer Corporation
- Dell's Computer Supply Does Not Meet the Demand.
- Efficient SCM Creates a Zero-Inventory Business.
- Efficient SCM Facilitates Dell's Personalization Efforts.
Lesson 4: The Case of American Airlines
- American's Unstable Web Site.
- American Commits to a Back-End Upgrade.
- AAdvantage Program: Addressing the Target Customer.
Lesson 5: Explore an E-Business Model on Your Own