1

Department of Business Studies, BBS Karachi Campus

Course Outline
General Information

Program / Semester BBA-6 (4 years and 2 years)

Course Title / Code E-commerce – MIS-460
Instructor / Contact 03312317866
Email / Office Location muhammedshahzeb82@gmail.com
Class Timings / Room
Consultation Timings Weekdays: Friday 9:00 am – 12:00pm

Bahria Business School: Vision and Mission

Department Vision

To be the leading business school to develop professional acumen to engage and

serve organizations and business communities.

Department Mission

Creating conducive collegiate teaching, learning and research environment to

produce critical thinkers and leaders to address business and community challenges
through ethical and best practices.

Philosophy of Teaching and Learning

 Developing Communication Skills

 Retention of Knowledge and its Application
 Exposure to Calculations and Forecasting
 Agent of Change and Progressive Approach
 Management and Self-Sustaining

Program: Mission, Objectives and Learning Outco mes

Program Mission

To encourage learning of core business functions among students by offering

relevant business management education in an environment conducive to success.
Our instructional and intellectual initiatives will facilitate the career progression and
personal development of our graduates. The program empowers them to use
relevant business knowledge, think critically, solve problems, communicate, and
make decisions in an ethical and professional manner.
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Program Education Objectives (PEOs)

 To produce graduates equipped with the business knowledge and skills.

 To arouse curiosity of young minds to know the business issues as business

manager.

 To develop critical thinking on the business issues and for their pragmatic
solutions.

 To expose the students to the changing business environment in Pakistan and

abroad.

 To increase the pool of socially responsible Business executives in the society.

Program Learning Outcomes (PLOs)

 Graduates will be able to execute the concepts of businesses at the work place.

 Graduates will be able to participate actively in the business development of

firms.

 They will be able to become entrepreneur themselves or will be able to contribute

to the realization of entrepreneurs’ business vision.

 Our graduates will be able to promote work ethics in business organizations.

 Graduates will be able to pursue higher degrees in the field of education and
research in the national and international universities of repute.

Course Learning Outcomes (CLOs): After attending this course, the students
should be able to:
 Gain the ability to make connections between theory and application in the
context of technology oriented e-commerce businesses
 Comprehend the dynamics of the E-commerce industry and the development of
new products and services
 Learn the skills required for the analysis and development of E-commerce
businesses

Course Description

This course challenges students to explore the realities and implications of e-

commerce from a marketer's perspective. Business-to-consumer (B2C) and
business-to-business (B2B) e-commerce markets are examined. The growth of the
Internet continues to have a tremendous influence on business. Companies and
organizations of all types and sizes are rethinking their strategies and how they run
their operations.The course introduces students to a wide range of electronic
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commerce issues for marketers, as a foundation for continual learning in the
dynamic e-commerce environment.

Course Contents and Time Distribution

Wee Topic Activities Teaching
k Mode
1 Introduction (instructor, course,  Open House Online
rules/regulations) Session
Introduction to E-commerce  Lecture and
discussion
What is E-Commerce; Brief History of  Post Class
E-Commerce; E-Commerce vs. E- Assignment
Business; Why Study E-Commerce?; Mini-Cases
Eight Unique Features of E-Commerce  “Pinterest – A
Technology; Types of E-Commerce; Picture is Worth a
Growth of the Internet, Web and Mobile Thousand Words”
Platforms; Web 2.0  “PirateBay –
Chapter 1 (Laudon & Traver, 2017) Searching for Safe
Haven”
Chapter 1 (Laudon and
Traver, 2017)
2 E-Commerce Business Models and  Discussion on Pre- Online
Concepts Class Assignment
 Lecture and
E-Commerce Business Models; Eight discussion
Key Elements of a Business Model;  Post Class
Raising Capital; Categorizing E- Assignment
Commerce Business Models; Major Mini-Cases
B2C Business Models; Major B2B  “Tweet Tweet –
Business Models; E-Commerce Twitter’s Business
Enablers; How E-Commerce Changes Model”
Business: Strategy Structure and  “Pandora and
Process Freemium Business
Model”
Chapter 2 (Laudon & Traver, 2017)
Assignment # 1 - Case
Study – 1
 Analysis of e-
Business Models for
Digital Media Content
Harvard Business
Publishing for
Educators
(https://cb.hbsp.harvar
d.edu/cbmp/pages/ho
me)
3 Online Content and Media  Presentation and Online
class discussions on
Content Audience and Market; Media Assignment # 3
Utilization; Internet and Traditional
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Media; Media Revenues; Revenue  Lecture and
Models for Digital Content; Online discussion
Content Consumption; DRM and Walled  Post Class
Gardens; Media Industry Structure; Assignment
Media Convergence; E-books and Mini-Cases
Online Publishing; E-Book Business  “YouTube and
Models; Online Newspapers; Online the Emerging Internet
Newspapers Business Models; Online Broadcasting System
Entertainment (Movies, Music and (IBS)”
Games); Online Entertainment Industry  “Netflix – the
Structure; Virtual Worlds Next Blockbuster”
Chapter 10 (Laudon
Chapter 10 (Laudon and Traver, 2017) and Traver, 2017)
Quiz #3
4 E-Commerce Marketing and Advertising  Discussion on Pre- Online
Concepts Class Assignment
 Lecture and
Internet Traffic Patterns; Online discussion
Consumer Profile; Consumer Behavior  Post Class
Models; Online Shopping and Buying Assignment
Trends; Online Purchase Decision; Mini-Cases
Shoppers: Buyers and Browsers; Trust,  “Facebook –
Utility and Opportunism in Online Does Social Marketing
Markets; Website as Marketing Platform Work?”
and CRM; Traditional Online Marketing  “Instant Ads –
and Advertising Tools; Social, Mobile Real-Time Marketing
and Local Marketing; Multi-Channel on Exchanges”
Marketing; Other Online Marketing Chapter 6 (Laudon and
Strategies; Customer Retention Traver, 2017)
Strategies; Pricing Strategies; Long Tail Assignment #2- Case
Marketing; Internet Marketing Study – 2
Technologies; Web Transaction Logs;  Paid Search
Databases; Data Warehouses and Data Wars
Mining; Big Data and Hadoop; Online Harvard Business
Marketing Metrics; Online Advertising Publishing for
Effectiveness; Online Advertising Costs; Educators
Web Analytics (https://cb.hbsp.harvar
d.edu/cbmp/pages/ho
Chapter 6 (Laudon and Traver, 2017) me)

5 Online Retailing  Discussion on Pre- Online

Class Assignment
Retail Industry; Online Retailing; Multi-  Lecture and
Channel Integration; E-Tailing Business discussion
Models  Post Class
Chapter 9 (Laudon and Traver, 2017) Assignment
Case Study: “Amazon.com – Hidden Mini-Cases
Empire”  “Blue Nile
http://www.fabernovel.com/work/amazo Sparkles for Your
n-com-the-hidden-empire/ Cleopatra”
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Chapter 9 (Laudon and
Traver, 2017)
Assignment #3- Case
Study – 3
 Webvan
Harvard Business
Publishing for
Educators
(https://cb.hbsp.harvar
d.edu/cbmp/pages/ho
me)
6 Social, Mobile and Local Marketing  Presentation and Online
class discussions on
Introduction to Social, Mobile and Local Assignment # 2
Marketing; Social Marketing Players;  Lecture and
Social Marketing Process; Facebook discussion
Marketing; Twitter Marketing; Pinterest  Post Class
Marketing; Mobile Marketing; M- Assignment
Commerce; Basic Mobile Marketing Mini-Cases
Features; Mobile Marketing Tools and  “Facebook –
Ad Formats; Mobile Marketing Putting Social
Campaign; Measuring Mobile Marketing Marketing to Work”
Results; Local and Location-Based  “ExchangeHunt
Marketing; Location-Based Marketing erJumper.com:
Platforms; Location-Based Marketing Building a Brand with
Tools and Ad Formats; Location-Based Social Marketing”
Marketing Campaign; Measuring Chapter 7 (Laudon and
Location-Based Marketing Results Traver, 2017)

Chapter 7 (Laudon and Traver, 2017)

Case Study: “Facebook – the Perfect
Startup”

7 E-Commerce Technology Infrastructure  Presentation and Online

-I class discussions on
Assignment # 1
Evolution of the Internet; Internet  Lecture and
Technology Concepts; Mobile Platform; discussion
Cloud Computing (SaaS and HaaS  Post Class
Models); Internet Protocols; Internet Assignment
Backbone; ISPs; Campus Area Mini-Cases
Networks; Intranets; Internet  “Google Glass –
Governance & Limitations; Future of Augmented My
Internet; First and Last Mile Reality”
Chapter 3 (Laudon and
The World Wide Web; Evolution of the Traver, 2017)
WWW; Hypertext; Markup Languages;  “Akamai
Web Servers and Clients; Web Technologies –
Browsers; Email; IMs; Search Engines; Attempting to Keep
Online Forums and Chatrooms; Supply Ahead of
Streaming Media; Cookies; Web 2.0; Demand”
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Mobile Apps Chapter 3 (Laudon &
Traver, 2017)

Chapter 3 (Laudon & Traver, 2017)

8 Online Auctions and Portals  Mid Term Exam Online

Review
Online Auctions; Internet Auction  Discussion on Pre-
Basics; Benefits, Risks and Costs of Class Assignment
Auctions; Types and Examples of  Lecture and
Auctions; Seller and Consumer discussion
Behavior at Auctions; E-commerce  Post Class
Portals; Types of Portals; Portals and Assignment
their Business Models Mini-Cases
 “eBay Evolves”
Chapter 11 (Laudon and Traver, 2017)
Chapter 11 (Laudon
and Traver, 2017)
Assignment #4- Case
Study – 4
 Alibaba Taobao
(A)
 Alibaba Taobao
(B)
Harvard Business
Publishing for
Educators
(https://cb.hbsp.harvar
d.edu/cbmp/pages/ho
me)
Mid Term Exam BU Policy
9 Social Networks and Virtual Worlds  Presentation and Online
class discussions on
What is an Online Social Networks?; Assignment # 4
Social Networks and Portals; Social  Lecture and
Networks and their Business Models; discussion
Social Networks Features and  Post Class
Technologies; Future of Social Assignment
Networks; Virtual Worlds and Mini-Cases
MMORPGs; Virtual Worlds and Virtual  “Social Network
Economies Fever Expands to
Other Professions”
Chapter 11 (Laudon and Traver, 2017) Chapter 11 (Laudon
and Traver, 2017)
Assignment #5- Case
Study – 5
 Making Virtual
Reality Real
Harvard Business
Publishing for
Educators
(https://cb.hbsp.harvar
 7
d.edu/cbmp/pages/ho
me)
10 Online Services  Presentation and Online
class discussions on
Online Financial Services; Online Assignment # 5
Mortgages and Brokerage; Online  Lecture and
Banking; Branchless Banking; Online discussion
Travel Services; Online Career Services  Post Class
Assignment
Chapter 9 (Laudon and Traver, 2017) Mini-Cases
 “Open Table –
Your Reservation is
Waiting”
Chapter 9 (Laudon and
Traver, 2017)
Assignment #6- Case
Study – 6
 Apple Pay
Harvard Business
Publishing for
Educators
(https://cb.hbsp.harvar
d.edu/cbmp/pages/ho
me)
11 E-Commerce Security  Presentation and Online
class discussions on
What is Good E-Commerce Security?; Assignment # 6
Dimensions of E-Commerce Security;  Lecture and
Security Threats in E-Commerce discussion
Environment; Social Network Security  Post Class
Issues; Mobile Platform Security Issues; Assignment
Cloud Security Issues; Protecting Mini-Cases
Internet Communities; Encryption;
 “CyberWar –
Securing Channels of Communications;
MAD 2.0”
Protecting Networks; Protecting Clients
and Servers; Security Plans; Role of Chapter 5 (Laudon and
Law and Public Policies Traver, 2017)

Chapter 5 (Laudon and Traver, 2017)

Quiz # 3
12 E-Commerce Payment Systems - I  Discussion on Pre- Online
Class Assignment
Types of Payment Systems; Payment  Lecture and
Systems Stakeholders; E-Commerce discussion
Payment Systems; Electronic Billing  Post Class
and Payment; Electronic Billing and Assignment
Payment Models Mini-Cases
“Online Payment
Chapter 5 (Laudon and Traver, 2017) Marketplace – Goat
Rodeo”
Chapter 5 (Laudon and
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Traver, 2017)
Assignment #7- Case
Study – 7
 Bitcoin&
Blockchain
Harvard Business
Publishing for
Educators
(https://cb.hbsp.harvar
d.edu/cbmp/pages/ho
me)
13 E-Commerce Payment Systems – 2  Presentation and Online
class discussions on
Mobile Payment Systems; Bitcoin Assignment # 7
 Lecture and
Chapter 5 (Laudon and Traver, 2017) discussion
 Post Class
Quiz # 4 Assignment
Mini-Cases
 “Insight on
Society – Bitcoins”
Chapter 5 (Laudon and
Traver, 2017)
Assignment #8- Case
Study – 8
 Voice War - Hey
Google vs. Alexa vs.
Siri
Harvard Business
Publishing for
Educators
(https://cb.hbsp.harvar
d.edu/cbmp/pages/ho
me)

14 Ethical, Social and Political Issues in E-  Presentation and Online

Commerce class discussions on
Assignment # 8
Model for Organizing Issues; Basic  Lecture and
Ethical Concepts: Responsibility, discussion
Accountability and Liability; Analyzing  Post Class
Ethical Dilemmas; Candidate Ethical Assignment
Principles; Information Collected at E- Mini-Cases
Commerce Sites; Social Networks and  “Free Speech
Privacy; Mobile and Location-Based on the Internet –
Privacy Issues; Profiling and Behavioral  Who Decides?”
Targeting; Internet and Government  Google Books
Surveillance; Legal Protections; Private Settlement – Is it Fair?
Industry Self-Regulation; Privacy Chapter 8 (Laudon and
Advocacy Groups; Emerging Privacy
Traver, 2017)
Protection Business; Technological
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Solutions; Types of Intellectual Property
Protection; Copyright; Open Source
Initiative and Free Software Foundation;
Open Source and Closed Source
Software; Creative Commons; Copyleft;
Patents; Trademarks; Governance;
Taxation; Public Safety and Welfare;
Net Neutrality

Chapter 8 (Laudon and Traver, 2017)

15 Building an E-Commerce Presence  Discussion on Pre- Online
Class Assignment
What’s the Idea and Where’s the  Lecture and
Money?; Who and Where is the Target discussion
Audience?; What are the Market Assignment #9- Case
Characteristics?; Where’s the Content Study – 9
Coming From?; Conducting SWOT  GAFAM
Analysis; Developing E-Commerce  BATHX
Presence Map; Developing Milestones Harvard Business
and Timeline; How much will this Cost?; Publishing for
Systems Planning; Systems Analysis; Educators
Systems Design: Hardware and (https://cb.hbsp.harvar
Software Platforms; Systems Design In- d.edu/cbmp/pages/ho
house vs. Outsourcing; Systems me)
Testing; Systems Implementation and
Maintenance

Chapter 4 (Laudon and Traver, 2017)

Case Study: “GAFAnomics – New

Economy, New Rules”

Case Study: “GAFAnomics – Season 2”

Case Study: WeChat - the Shape of
Connected China

16 Course Review Online

Final Examination BU Policy

Teaching Methodology

A variety of teaching methodologies shall be put in practice for comprehensive

learning. For this purpose, students shall be involved in discussions, presentations,
group activities and reference studies. Students shall be distributed into groups for
mutual discussions; learn how to share works, prepare team based solution to
problems and develop arguments for presentation cum thesis. Developing
arguments shall be taken as core activities of the course on multiple topics for
conclusive outcomes.
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Course Reference Material

Laudon, K. C., & Traver, C. G. (2017). E-commerce 2017: Business, technology,

society (Thirteenth Edition). Pearson.

Manzoor, A. (2010). E-Commerce: An Introduction. Amir Manzoor.

Assessment Plan

Total Remarks
Marks Frequency Marks
Marks

Quizzes 4 (best three counted) 3.33 each 10 Student’s participation

in class activities
Report 1 5 5 counted in
Assignments 8 2.5 20 assignments and Plus
Final Project
Mid Term 1 15 15

Final Paper 1 50 50

University Policy of Fairness

 Bahria University follows strict policy of fairness in examinations,
assignments, other academic activities and conduct.
 The University appreciates decent behavior, acceptable moral norms and
respectful display of attitude towards others in the campus.
 Details of expected behavior and conduct are covered in students’ handbook
which is available on university website.
 It also covers in detail plagiarism and its consequent disadvantages to the
students as per HEC policies / rules.

Prepared by:

Muhammed Shahzeb Khan

0331-2317866