UNIVERSITY OF WALES LAMPETER PRIFYSGOL CYMRU LLANBEDR PONT STEFFAN

Department of Management and Information Technology

E-business Strategy IM Pathway MBA0210 Term 2

MBA0210 e-business Strategy IM Pathway

Autumn 2010
Department of Management and Information Technology E-business Strategy Module Code: MBA0210
Level: M (7) Term Taught: 2 No of Credits: 10 Methods of assessment: Written essay (50%), Presentation (50%) Teaching Method(s): Lectures, seminar and case studies. Pre-requisite(s): Co-requisite(s): Incompatibles: Taught through the medium of Welsh NO Lecturer/Coordinator: Roisin Mullins Contact hours: 20 Lectures per week: 1 Agreed Teaching Slot(s): To be confirmed

AIM(S) to develop and improve the students ability to analyse and evaluate ebusiness strategy in a range of organisational contexts; to choose and critically appraise appropriate conditions where a particular strategy is appropriate. The module is not designed to discuss technical implementation issues Syllabus: Strategy E-business Strategy E-business Models Formulating E-business Strategy. Strategic Analysis E-business application portfolios Supply Chain Management. Customer Relationship Management BPR and Enterprise Resource Planning Performance measurement
Learning Outcomes:

By the end of this module the student should be able to: demonstrate a critical appreciation of business strategy and models. critically reflect on the issues involved in the development of an ebusiness strategic plan; research into and critically evaluate appropriate analytical frameworks to aid the formulation of an e-business strategy; demonstrate a comprehensive and systematic understanding of a
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bespoken methodology for e-business strategy;

Transferable and other skills involved Analytical and evaluation skills Problem-solving skills Team and project management skills Written communication skillss Main recommended texts: Chaffey, D (2007), E-business and E-commerce Management, 2nd edition. Tawfik Jelassi and Albrecht Enders (2008), Strategies for E-Business: Creating Value Through Electronic and Mobile commerce (Concept and Cases), Pearson Prentice Hall, Stephen Chen (2005), Strategic Management of E-Business, Wiley. Afuah et al (2003), Internet business models and strategies: texts and cases Turban, et al (2006), Electronic Commerce: a Managerial Perspective 2006. Pearson Prentice Hall, New Jersey Robson (1997), Strategic Management and Information Systems, An Integrated Approach 2nd Edition, Financial Times Press. John Ward and Joe Peppard (2002), Strategic Planning for Information Systems, 3rd Edition, Wiley. Papers and Articles: Osterwalder & Pigneur (2001), An e-business model ontology for modeling ebusiness, 15th Bled Electronic Commerce Conference Dubosson et al (2001), eBusiness Model Design, Classification and Measurements, Thunderbird International Business Review, January 2002, vol. 44, no. 1: 5-23 Hackbarth, Gary (2000), Building an e-business strategy. Angehrn, Albert (1997), Designing mature internet business strategies: the ICDT model.

Module Overview Over the course of this module, students will study the issues involved in the planning and implementation of e-business strategies through the analysis of case studies and current practice. Students will be applying relevant theory and principles to a variety of scenarios. Students will study the following:

the E-business Logic Triangle, which defines an E-business into three levels: Strategy, Business Model, and Process & Infrastructure; the formulation of business strategy for e-business, using various toolkits for strategic analysis; operative strategies for an e-business (such as e-marketing strategy) the e-business model, e-business performance measurement; application portfolios, and

enterprise resource planning, BPR and e-business application portfolios Supply Chain Management, customer relationship and performance measurement

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MBA0210 E-business Strategy Electronic Business offers real and abundant opportunities for small, medium and large companies throughout the world. These firms use electronic technologies to buy and sell products and services; to stay connected with customers, internal workforce, suppliers and business partners; to reduce costs; to speed up business processes; to create more efficient supply chains; to expand their business efficiently; and for many more reasons too numerous to list here. Although thousands of companies worldwide are already using e-commerce business solutions and getting positive results, it rarely happens easily and never without some degree of planning. That is when strategy counts! When undertaking a new method or way of doing things, it is always wise to define your strategy first. Each business needs a strategy to determine its intentions within the marketplace. This module is well designed based on the E-business Logic Triangle, which define an E-business into three levels: Strategy, Business Model, and Process & Infrastructure. This module is mainly about formulating business strategy for ebusiness, using various toolkits for strategic analysis, In addition to this, a discussion of operative strategies for an e-business (such as e-marketing strategy) will be also covered. This module will also explore the e-business model, e-business application portfolios, and performance measurement. The module is designed to put participants in the role of IT management consultant; it is not designed to discuss technical implementation issues. The module is taught using a combination of lectures, case studies, seminar, independent reading, and team work. Small student teams will be given the opportunity to analyze e-business projects of their choice in detail and present them in class, as a part of the module assessment. The purpose of the group work is to explore and discuss new cutting-edge e-business approaches.

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MBA0210 E-business Strategy Programme

Wee k 1 2 3 4 5 6 Introduction to E-business In class case study for week 1 (Second Life) E-business Strategy and Strategic In-class case study for week 2 Analysis. Tools for Strategic Analysis. The development of (Covisint) In-class Case study for week 3 Lecture Content Seminar/Tutorial

(Ducati vs Harley) E-business In-class Case study for week 4 (Nordea bank) In-class case study for week 5

Strategy E-business model (1) E-business model (2)

(Sony BMG) In-class case study for week 6 (Online file sharing in the music industry) Students are invited to form groups undertaking formatively on assessed ongoing

group work Enterprise Resource Planning, BPR Formative assessment and E-business application group work Formative group work assessment portfolios Supply Chain Management,

on

ongoing

Customer Relationship Management Performance Measurement

Submission of group projects & Power point slides for follow-up presentations Formative assessment on group projects & group presentations

10

Formative assessment: Group presentations

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MBA0210 E-business Strategy Assignment 1 - Review Paper (2000-2,500 words) This assignment is worth 50% of the module mark All manuscripts should be accompanied by a copy of the article on disk. Task Write a briefing document for the Managing Director of an e-Business organisation of your choice to explain the emergence of a disruptive technology in its industry. Illustrate the strategy options available in relation to new entrants and incumbents. Marking Criteria Clarity of explanation of the technology and its possible application 30% Contextual evidence from within the organisations sector and relevant current and potential future applications from other sectors 30% Conclusions and Identification of Key Trends 25% Professional presentation, clarity of writing style, use of appropriate and up to date references from credible sources. ` 15% Presentation
The manuscript should be printed and submitted as a Word document on disk, formatted with double spacing and wide margins. As a guide, articles should be between 1,500 words in length. A title should be provided. A brief abstract of 100-150 words. Up to six keywords should be included which encapsulate the principal subjects covered by the article. An introduction and conclusion must be provided. Headings must be short, clearly defined and not numbered. Notes or Endnotes should be used only if absolutely necessary and must be identified in the text by consecutive numbers, enclosed in square brackets and listed at the end of the article. Figures, charts and diagrams should be kept to a minimum. They must be numbered consecutively using Arabic numerals with a brief title and labelled axes. Tables should be kept to a minimum. They must be numbered consecutively with roman numerals and a brief title. A minimum of 20 references should be cited. References to other publications should be complete and in Harvard style. They should contain full bibliographical details and journal titles should not be abbreviated. For multiple citations in the same year use a, b, c immediately following the year of publication. References should be shown within the text by giving the author's last name followed by a comma and year of publication all in round brackets, e.g. (Fox, 1994). At the end of the article should be a reference list in alphabetical order as follows: 1. for books surname, initials and year of publication, title, publisher, place of publication, e.g.Casson, M. (1979), Alternatives to the Multinational Enterprise, Macmillan, London. 2. for chapter in edited book surname, initials and year, "title", editor's surname, initials, title, publisher, place, pages, e.g.Bessley, M. and Wilson, P. (1984), "Public policy and small firms in Britain", in Levicki, C. (Ed.), Small Business Theory and Policy, Croom Helm, London, pp.111-26. Please note that the chapter title must be underlined. 3. for articles surname, initials, year "title", journal, volume, number, pages, e.g. Fox, S. (1994) "Empowerment as a catalyst for change: an example from the food industry", Supply Chain Management, Vol 2 No 3, pp. 29-33. If there is more than one author list surnames followed by initials. All authors should be shown.

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4. Electronic sources should include the URL of the electronic site at which they may be found, as follows: Neuman, B.C (1995), "Security, payment, and privacy for network commerce", IEEE Journal on Selected Areas in Communications, Vol. 13No.8, October,pp.1523-31. Available (IEEE SEPTEMBER) http://www.research.att.com/jsac/

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Assignment 2 E-Business Strategy Group Presentation (20-25 minutes) This assignment is worth 50% of the module mark Task Your task is to read papers and articles relating to E-business strategy. Use various toolkits for strategic analysis, use them to evaluate the existing e-business practices of a company, recommend potential changes & improvements to its current practices, and formulate a new e-business strategy or plan. To complete this project, 3-5 of you need to form a project team, make a name for your team and complete the following tasks: Assume that your project team is a management consulting team being involved for the process of Internet business strategy formulation. Your team will analyse the impact of the Internet on the banking industry. The goal of this project is to develop an analysis of the firm and the industry in which it is situated, and develop an ebusiness action plan that would allow the firm to succeed. You will need to choose a firm to study, and ensure that you have access to information about the firm You are encouraged to use a specific structured methodology (i.e. a strategy process model). You are expected to select various models or techniques for strategic analysis, and ideally apply them in the appropriate stages of the structured methodology. You also need to justify the choice of the combination of the models or techniques, convince others of its value, and use various models to

Comprehensively evaluate the current e-business or e-commerce practice of the firm, and develop a new internet business plan to the firm as the recommendation from your project team.

The analysis should contain both Internal and external analysis. You will need to study the industry and the company as well as the factors determining success. You should also develop the performance measures to ensure the success of the strategy implementation. In addition to above, on your own initiatives, your e-business plan may also include the plan of an operative strategy (such as Marketing Strategy, Supply Chain Strategy or another operative strategy); your plan could also include the specific business processes the firm should focus on in order to stay competitive.
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Submission For this presentation you must use PowerPoint slides including graphics (either from Illustrator, the Internet or wherever you feel you would get the best results) and WordArt. Try to utilise the various features of PowerPoint to make your presentation clear, interesting and to the point. The number of slides included in the presentation is up to you, but time your presentation, and provide the slide explanation and annotations with your report. Your slides must be handed in on hard copy to the College Admin. Office and sent as an email attachment to your Lecturer - by the deadline date. Presentation You are now required to present the project finding to the company managers. You will have 15 minutes for your presentation to first introduce and sell your e-business plan. Marking Criteria The choice of the combination of the models or techniques and the justification to the choice 20% The use of models for analysis (depth and appropriateness) 40% Recommendation (the e-business plan) 20% The organisation, presentation and delivery of the material 20%

Marks for the presentation will based upon the students individual performance as part of the group. This will be assessed as part of the presentation using the above criteria and also by a short interview/discussion following the presentation to establish the particular individual contributions made by the different members of the group.

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