HomeMy WebLinkAboutBUS-107Bergen Community College
Division of Business, Arts, & Social Sciences
BUS-107 e-Tailing
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Course Description:
E-Tailing covers key critical success factors and business concepts serving as the foundation of the
fastest growing segment of the overall total retailing area. The course covers the unique approaches
of B2B, B2C, and C2B organizations. Web hosting alternatives, search engine optimization,
legal/ethical considerations, and supply chain factors are emphasized for their importance.
(lectures & Online,3 credits)
Student Learning Objectives:
1. Describe the fundamental characteristics of E-Tailing and the role it plays in the total
retail sector; “clicks” versus “bricks and mortar” retailing.
2. Analyze the critical factors involved in a successful E-Tailing organization.
3. Express the key benchmarking attributes and utilize them in reviewing existing electronic
retailing offerings.
4. Describe webhosting alternatives along with the features and benefits offered
5. Explain loyalty programs and recognize the critical role they play in success as well as
the pitfalls associated with not executing programs properly.
6. Describe advertising and how it generates business as well as revenue.
7. Recognize the role social networking sites can play in the business as well as the pitfalls
of not executing properly.
8. Discuss the pros & cons of significant factors creating unique opportunities for E-Tailing.
i.e. sales tax, shipping, data mining.
9. Recognize Legal & Ethical factors affecting E-Tailing
Course Content, Assessment, and Special Considerations.
Using Text, Online Video Support, Practice Quizzes, Discussion Forums, and Assessments, the student
will be exposed to different techniques to master the critical concepts provided in the course.
Students are expected to be proficient in using the computer and internet for research, writing reports,
taking tests, and other related tasks.
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Course Texts and/or Other Study Materials
Required Textbooks:
E-Marketing: The Essential Guide to Online Marketing: Rob Stokes
ISBN 978-1-4533-3342-6
Writing, and Critical Thinking Requirement(s)
Students will provide written reports, assessments, and discussion forums to demonstrate knowledge of
the key concepts involved in the course learning objectives.
Grading & Key Policies
Late Assignments: No work will be accepted after the due date. It is the responsibility of the student to
make sure that time is managed so that all tasks are accomplished in a timely manner.
Missed Exams: Students will be afforded the opportunity to take a comprehensive makeup for one exam
missed. No additional make-up exams will be given.
Class Policy: The outline will include a written statement regarding specific policy and explanation for
online testing (if used), class behavior, attendance, and other important matters.
Typical Grade allocations: (refer to Professor for detailed explanations)
Examinations – 75%
Term Project– 15%
Class Participation – 10
Total – 100%
Please review the following in your Student Handbook:
Code of Student Conduct
Statement on plagiarism and/or academic dishonesty.
Sexual Harassment statement.
Statement on acceptable use of BCC technology.
Statement on the purpose and value of faculty office hours.
Attendance Policy
BCC Attendance Policy:
All students are expected to attend punctually every scheduled meeting of each course in which they are
registered. Attendance and lateness policies and sanctions are to be determined by the instructor for each
section of each course. These will be established in writing on the individual course outline. Attendance wil
kept by the instructor for administrative and counseling purposes.
Student and Faculty Support Services
Students should be encouraged to make full use of the Sidney Silverman Library (in person and online
at http://www.bergen.edu/library/ ), the Tutoring Center (available in person in room L-125 and online
at http://www.bergen.edu/library/learning/tutor/ ), the Writing Center (available in person room L-125 and
online at http://www.bergen.edu/library/learning/write/ ). the Online Writing Lab at www.bergen.edu/owl,
the Smart thinking Tutorial Service at www.bergen.edu/library/learning/tutor/smart/index.asp
the Distance Learning Office for online courses (by phone at 201-612-5581, available in person at room C-3
or email at psimms@bergen.edu)
Course Outline and Calendar
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Session Topics: Suggested Plan based on 15 sessions at 3 hours
1 E-Tailing: Where it fits in the Retailing sector.
2 E-Tailing segments: B2B, B2C, and C2B characteristics
3 Internet Alternatives and Resources: Features and Benefits of Hosting Sites
4 Legal and Ethical Behavior
5 Marketing: Pricing & Merchandising on the Web
6 Advertising: Approaches by companies to support smaller E-Tailers using their infrastructure
7 Search Engine “Pay per Click” Algorithms and Programs
8 Search Engine “Pay for Clic” Algorithms and Programs: Search Engine Optimization
9 Customer Service: Bricks and Mortar versus E-Tailing. Similarities and Differences.
10 Loyalty Marketing and Customer Retention Programs
11 Evaluating, and Learning from, Competitive Sites
12 Retail Financial Statements & Investment Considerations
13 Managing the Supply Chain
14 Mobile & Smart Phone Marketing’s Explosive Growth and Challenges
15 Emerging Trends and Issues affecting E-Tailing
Students who require accommodations in accordance with the Americans with Disabilities Act (ADA) can
request these services from the Office of Specialized Services. To learn more about how to apply for services,
please visit them at: http://www.bergen.edu/oss .
Mara 2015
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