This intensive training will expose students to advance level of e-business that utilises extensive research, strategic frameworks, a methodological toolset and original real-world case studies to link e-business to overall corporate strategy. It builds awareness and sharpens students' analytical understanding of how companies have developed and implemented electronic and mobile commerce strategies in the real world and the issues and challenges that e-commerce strategies and applications present.
This training covers three major courses: 1. E-Business Strategy I (24 hours); 2. E-Business Strategy II (24 hours); 3. Case Studies in E-Business Strategy (32 hours).
1. E-Business Strategy I (24 hours)
This course enables students to understand and build the e-business strategy framework by using a systematic approach that helps students to analyze the external and internal environments of e-business. Topics include the five forces framework, the trends in the macro-environment, the segmenting markets and targeting market in e-business, the internet-impacted value chain, the fundamentals of competitive advantage in e-business, the landscape of strategy options for e-business, the ICDT framework, and the sustainable competitive advantage for e-business.
Prerequisite: E-Business I or equivalent.
Description of Modules
|Chapter 1||The evolution of e-business|
|Chapter 2||Overview of the e-business strategy framework|
|Chapter 3||External analysis: the impact of the Internet on the macro-environment and on the industry structure of e-business companies|
|Chapter 4||Internal analysis: e-business competencies as sources of strengths and weaknesses|
|Chapter 5||Strategy options in e-business markets|
|Chapter 6||Sustaining a competitive advantage over time|
|Chapter 7||Exploiting opportunities of new market spaces in e-business|
2. E-Business Strategy II (24 hours)
This course is the second part of E-Business Strategy that gives the student to create and capture value through e-business by using the value-process framework. Students will learn to choose the appropriate strategy for internal organisation of e-business, for interaction with suppliers, and for interacting with users. Students will be able to create a roadmap for e-business strategy implementation and apply the optimum strategies in their most immediate business challenges.
Prerequisite: E-Business Strategy I or equivalent.
Description of Modules
|Chapter 1||Creating and capturing value through e-business strategies: the value-process framework|
|Chapter 2||Choosing the appropriate strategy for internal organisation of e-business activities|
|Chapter 3||Choosing the appropriate strategy for interaction with suppliers|
|Chapter 4||Choosing the appropriate e-business strategy for interacting with users|
|Chapter 5||Moving from wired e-commerce to mobile e-commerce|
|Chapter 6||A roadmap for e-business strategy implementation|
|Chapter 7||Strategy in action|
3. Case Studies in E-Business Strategy (32 hours)
This course encourages the student to build e-business competence through concepts, frameworks, and cases. Students will upgrade their creativity and analytical ability from case studies as a context for the analysis of e-business issues, the application of e-business concepts, and the creative e-business strategies. The course combines research and projects and is based on team participation and case studies.
Prerequisite: E-Business Strategy II or equivalent.
Description of Modules
|Case 1||From A(pples) to Z(oom lenses): extending the boundaries of multichannel retailing at Tesco.com|
|Case 2||IBX (Northern Europe): expanding B2B e-purchasing from indirect to direct goods and services|
|Case 3||Nettwerk: digital marketing in the music industry|
|Case 4||NTT DoCoMo (Japan): moving from a mobile phone operator to a lifestyle service provider|
|Case 5||From e-banking to e-business at Nordea (Scandinavia): the world’s biggest clicks-and-mortar bank|
|Case 6||Ducati (Italy) vs. Harley-Davidson (USA): innovating business processes and managing value networks|
|Case 7||American Well – the doctor will e-see you now|
|Case 8||M-PESA (Kenya): mobile financial services for the financially excluded in society|
This course has in-class exercises weights 25%, assignments weighs 50%, and one final project weigh 25% toward the final grade.
Instructors have the discretion to make changes to the marking scheme deemed necessary. For details, please refer to individual class syllabus.
|A||94 – 100%||C+||75 – 79%|
|A-||90 – 93%||C||70 – 74%|
|B+||86 – 89%||D||60 – 69%|
|B||83 – 85%||F||0 – 59%|
|B-||80 – 82%|
Total Training Hours: 80 hours
Training Frequency: 3 hours at one time; twice a week; schedule with trainers
Training Duration: 14 weeks
Delivery Method: On-Campus or On-Sit (send trainers to participants’ workplace)
Tuition Fee: $8,300
Instructors / Trainers: Jeff Chiang / TBA
· On-campus Training: Maximum 15 students per class
· On-site Training: Maximum 10 students