FACULTY OF BUSINESS , School of Marketing and e-Business

September  2001, E-business Marketing IEC 812


This is the second of two courses that concentrate on recognizing and explaining business processes and identifying and recommending  E-Business opportunities (including static and mobile e-commerce) that can enhance service quality and cost effectiveness. Topics include, but are not limited to, challenges, opportunities, and issues related to successfully conducting E-Business: such as;

Given the nature of this relatively new academic subject and the tendancy for major business actions to radically change the business "landscape" (eg. AOL / Time Warner merger, developments in XML, release of Netscape 6.0 etc.) we reserve the right to add in or delete some subject matter in order to make it as current and relevant as possible for the program participants.
Upon completion of this subject, the student should be able to:
  1. Distinguish, and understand, the difference between several business models used in click and mortar businesses.
  2. Describe and apply the fundamental factors of conducting E-commerce successfully
  3. Describe the important management and financial issues involved in conducting E-Business.
  4. Describe and apply the characteristics of brand development in an online marketing environment
  5. Describe and apply the principles of new product development
  6. Explore and evaluate the opportunities and risk factors involved in conducting E-Business.
  7. Understand how acquisitions, take-overs, and joint ventures, are shaping the arena of E-Business companies, (ie. AOL and Netscape, AOL and Time Warner) and secondly, how E-Business is effecting acquisitions, take-overs, and joint ventures among conventional large and medium size companies (ie. Mergers of Canadian financial institutions and the effect on their respective E-Business)
  8. Understand the role of Online Communities and describe how to apply them in the context of an e-business solution
  9. Recommend the relevance of using Online Contests as part of a Promotion Strategy to build a customer base
  10. Recognize the role that Domain Names play in developing business online; and understand some of the contemporary Domain Name issues and how they will effect business competitiveness and brand development
  11. Understand the role of Competitor Intelligence as a determining factor in beating the competiton in getting new products to the commercialization stage
  12. Analyze and evaluate how the various methods of traffic building and online advertising such as META TAGS, and banner ads
  13. Analyze and evaluate how the Internet, E-Commerce technologies, and E-Business concepts can assist an organization realize its goals and objectives.

  14. This includes understanding how the above mentioned, can impact on
      1. financing needs
      2. acquisitions
      3. takeovers
      4. joint ventures and consortiums
      5. human resource needs
Other Learning Outcomes
  1. Demonstrate, individually and in teams, the ability to locate, research, and produce information for a given task.
  2. Develop effective techniques for navigating the internet to find academic and business information
  3. Practice effective individual time management techniques (which is particular important given the responsibility for covering a lot of material which is not available in "traditional sources")
  4. Use available resources to improve the skills of listening, reading, note taking, studying, writing, and learning from past decisions.

Textbooks are listed as Required, Recommended, Suggested

for details see

Resources include a gallery of online media sites
Principles of Internet Marketing, by Ward Hanson of Stanford U. is a good book that has excellent chapters on Traffic and Brand  Building, Pricing Online, Internet Mktg Plans etc. It is a good book for people who want to concentrate on the marketing and business aspect of E-business. We will use several chapters from this book for IEC 802

ISBN 0-538-87573-9                430 pages, hard cover

Essential Business Tactics for the Net by Larry Chase. Chase is a well known internet personality who is the creator of Web Digest for Marketers. It is a very good strategy book and several chapters will be used in IEC 802  eg. Chpt 5 "Your Brand Image and the  Internet" 

ISBN 0471257222                 300 pages, soft cover 

Electronic Commerce This book's   publication date is listed as Nov 1999. Copies were reviewed in February 2000 and it is considered to be an excellent textbook. As part of the "Course Technology"family it is  well supported and the  accompanying web site is extensive The text has particularly good chapters discussing strategies. 

In IEC 802 we will use Chpts 8,9 and 10
380 pages, soft cover

Brand Building on the Internet by Martin
Lindstrom and Tim Frank Andersen  was published in March 2000 and Amazon just  began listing it August 25th, 2000
We will use this book in the section on brand
and traffic building in IEC 802. In particular, we will use 
Chpt 7 - why brands on the net 
Chpt 8 - building brands 
Chpt 10 - online communities 
Chpt 11 - creating traffic 

ISBN 0-749433-13-2                 310 pages, soft cover

Community Building: Secret Strategies for Successful Online Communities on the Web by Amy Jo Kim 
The author seems to have a genuinely strong personal experience in the subject area and this makes the content of the book very credible - at first  glance the book seems a great addition  to your e-business library if you need to focus on online communities. 
Companion Website at 
Amazon sells it [Nov 2000] for $24 USD 

ISBN 0-201-87484-9                 350 pages, soft cover


Class Participation 15%

Project 1 15% week 4

Test 1 15% week 6

Test 2 15% week 10

Exam 40% Final week

All work must meet Seneca College's standards for English language skills and usage. Marks will be deducted for grammar and spelling errors.


Cheating and/or plagiarism are offences which will not be tolerated by the College. Offences will be handled in accordance with Seneca Academic Policy. Students must be able to establish to the professor's satisfaction that all work is original. Students are especially cautioned about "cutting and pasting" information from the Internet and claiming it as their own. Group projects will have equitable participation or strict penalties will be applied. Submission of rough notes may be required throughout the semester.


All students and employees have the right to study and work in an environment that is free of discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Centre for Equity and Human Rights, Room 3141, Newnham Campus, 416-491-5050, extension 2078.

Prepared by Tim Richardson (February 2001)

APPROVED BY: ______________________________________________________

Chair, School of Marketing and e-Business (February 2001)