Course Outline

Programme PGDM Batch-31

Core/ Elective Core
Course Code and title C407, Digital Commerce
Credits 1.5
Term and Academic Year Term 3, AY 2022-23
Course Pre-requisite(s) NA
Course Instructor and sections Prof. Rupinder Goel (VF) Sections: A, B
Prof. Shilpi Jain Section: C (Coordinator)
Course Instructor Email rupigoel@yahoo.com, shilpijain@fsm.ac.in
Course Instructor Phone (Office) 011-4648 5545
Student Consultation Hours Thursdays 3:30-4:40 pm
Office location B-305, 3rd floor, FSM

1. Course Overview
The rapid and phenomenal growth of digital platforms has changed the way organizations do
their business. The course aims to introduce the concept of Internet Technologies and Digital
Commerce to students and explain how important it has become in today’s businesses. The
course will introduce topics like Internet Working, Net Neutrality, Convergence, Semantic
Web, E-Commerce, M-Commerce, Social Commerce, Digital Markets, Digital Goods,
Digital Commerce Vendors, Digital Media, Internet Advertisement, SEO, SEM, and Web
Analytics. The concepts will be explained further with the contextual case studies. This
course is therefore a pre-requisite for students interested in information technology jobs.

2. Course Learning Outcomes (CLOs)

After undergoing this course, students will be able to:

CLO1: To evaluate the application of digital technologies in business.
CLO2: To compare and contrast emerging digital technologies.

3. Mapping of CLOs with PLOs

PLO 1 PLO 2 PLO 3 PLO 4 PLO 5 PLO 6

CLO1
E
CLO2
I
(I - Introduce, R – Reinforce, E - Emphasis)

3. Pedagogy
▪ Lectures
 ▪ Discussion on relevant research articles and case studies

▪ End Term Project

5. Evaluation Components

Component Description Weight CLO

Group Project & A group project will involve the study of the 20% CLO2
Presentation pre and post-performance of a company that
has transformed from bricks to clicks
Quizzes/assignments There will be three quizzes conducted during 20% CLO1
the course consisting of MCQ (s). The best
of the two will be considered for evaluation.
Class Participation Students’ regularity in class, their level of 10% -
preparedness for each class, and his/her
participation in the class discussions will
form the basis of evaluation for this
component.
End-term The end-term question paper would consist 50% CLO1,
Examination of conceptual questions, application-based CLO2,
questions, and a case study to assess the
application and analytical ability of the
students.

6. Recommended/ Reference Text Books and Resources

Text Book:
Digital Business and E-Commerce Management Paperback by Dave Chaffey, Tanya Hemphill, and David
Edmundson-Bird, Publisher: ‎Pearson; 7th edition (14 June 2019)

7. Session Plan

Session Topic Readings/ Cases Learning Outcomes

No.
1,2 Internet & Networking Chapter 3 ● Introduction to Internet &
Technologies Case 3.1 Networking Technologies:
Innovation at Google ● Net Neutrality (Why or Why not
(Page 103) Net Neutrality and Types of Net
Case 3.2 Neutrality)
New architecture or just ● Internet of Things and its
new hype? Applications (Features,
(Page 159) Components, Advantages and
Disadvantages and few
Applications)
● Convergence of Networks (What
do we understand from
convergence and why it is
important?)
 ● Semantic Web and its
applications in business
(Definition, and Applications
from domains like travel, retail,
education etc.)

CLO1
3 Overview of Digital Chapter 1 Overview of Digital Commerce that
Commerce Case 1.1 includes:
(Page 19) ● Definitions of e-Commerce,
A short history of m-Commerce, Social Commerce,
Facebook and e-Governance
Case 1.2 ● E-Commerce Business Models
North West Suppliers and Concepts such as B2B, B2C,
extends its reach online C2B, C2C, C2E, E2C, B2E and
(Page 34) E2B
Case 1.3
eBay-the World’s largest CLO1
Business
(Page 40)

4,5 Securing e-Commerce Chapter 2 ● E-Commerce infrastructure- the

infrastructure, and Case 2.1 internet web and mobile platform
studying value chain I-to-I, a global marketplace ● e-Commerce security and payment
models for a startup company systems
(Page 81) ● What are digital goods and
Case 2.2 services?
Zopa launches a new ● Why Digital Markets are
lending model important?
(Page 85) ● E-Commerce Value Chain
A brief introduction to
Chapter 4 e-Commerce Supply Chain
Case 4.1 including reverse supply chain
The implications of with case studies
globalization for consumer
attitudes
(Page 218) CLO1
6 Digital Commerce Chapters 5 & 9 Digital Commerce Channels and
Channels Case 3.2 Marketing Concepts:
Tesco.com increases ● How online (digital) marketing is
product range and uses different from conventional
triggered communications marketing?
to support CRM ● Digital Strategy, content strategy
(Page 519) ● Introduction to affiliate marketing

7 SEM and SEO Chapter 9
Case 9.2, Arena Flowers
Online Communication
pages (471-476)
CLO2
Search Engine Optimization (SEO)
and Search Engine Marketing
● Learn about key phrases, link
popularity, meta-tagging, and
website analysis
 ● Search Engine Marketing
(SEM) will cover planning,
bidding, ranking, tracking, and
tools
● Digital / Social Media Channels
● Social Media Marketing (How it
is different from SEM?)

CLO2
8 Introduction to Web Chapter 12 Introduction to Web Analytics
Analytics Case 12.1 Why analytics are important in digital
Learning from Amazon’s commerce and how organizations are
culture of metrics leveraging them? Discuss examples.
(Page 673) ● Alternatives for acquiring
e-business systems
● Development of web-based
content and maintenance
● Web analytics measuring and
improving the performance of
e-business services.
CLO2
9, 10 Project presentations Learning practical perspectives on the
theory and concepts studied during
the course

CLO1 and CLO2

8. Rubrics
A. RUBRICS FOR QUIZ & CLASS PARTICIPATION (CLO1) mapped to PLO1

Competency Below Expectations Meets Expectations Exceeds Expectations

goals 0-4 points 5-7 points 8-10 points

Decision Identifies and Identifies and gathers Identifies and gathers relevant
Making gathers relevant data relevant data for making data for making decisions and
for making decisions and weighs the weighs the pros and cons of
decisions. pros and cons of each each option before making a
option before making a decision and can explain the
decision. rationale for a decision.

Organizatio Understands how Understands how the Understands how the new
nal the new digital new digital technologies digital technologies are being
Awareness technologies are are being used by used by different
being used by different organizations organizations, resolving the
different and how the challenges challenges in the adoption of
organizations. are resolved. new technologies, and how the
integration of technologies
takes place.
 Global Understanding the Understanding the Understanding the global
Mindset global reach of global reach of digital reach of digital platforms and
digital platforms. platforms and challenges faced once
challenges faced once information is online. How to
information is online. resolve these challenges.

PLO1: Demonstrate decision-making ability to enhance organizational performance in a global context

Case Requisition Format

Programme: PGDM Batch-31

S. No. Title, Author & Product No. of Total No. of cases Visiting
Publication details No. Pages registration required for faculty
Students copy (if
required)
1 NIL

Faculty Guidelines for Case requisition:

A maximum of four (04) Cases can be recommended by a faculty for core/elective courses.

Course Faculty: Prof. Rupinder Goel, Visiting Faculty Area Chair: Prof. Shilpi Jain
& Prof. Shilpi Jain

Professor-in-charge (AACSB Accreditation)

Manager (Academics-I) Dean (Academics)