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  1. 1. Alexander Institute of Technology Electronic Commerce and Marketing II UNIT TITLE: Electronic Commerce and Marketing II HOURS/WEEK: 4 (2 hour lecture and 2 hour lab) Unit Description The unit covers the development of strategic planning and marketing approaches for electronic commerce initiatives in organisations. Appropriate methodologies, tactics, tools and techniques that can be used in developing electronic commerce strategies will be a focus theme for the unit. Significant use will be made of case studies to illustrate e-commerce strategies and Internet marketing methods. The analysis of Web strategies will include extensive use of the World Wide Web as a research tool and for analysing Web site strategies from a strategic and marketing perspective. Objectives On successful completion of this unit, the students will be able to: • Explain the role of strategic planning in relation to the electronic commerce; • Understand effective marketing approaches and techniques for Internet commerce; • Analyse a comapany’s e-business strategy and marketing techniques; • Use the Internet as a research tool to gather information. The skills developed in the unit: Research skills, presentation skills, report writing skills, business analysis skills, technology skills (Internet searching, email). 1
  2. 2. Unit Content Lecture Introduction 1 Introduction to business analysis. The role of the business systems analyst. Philosophical foundations - Systems Approaches and Methodologies for Business Analysis 2 The history of soft management science: from hard systems thinking to soft systems thinking. Focus on the Soft Systems Methodology (SSM) as a business analysis technique. Strategic Options Development & Analysis (SODA) 3 The concept of a system. The nature of systems thinking. Philosophical foundations of methodologies. Business Process Re-Engineering 4 A Process View Business Process Re-engineering (BPR) Organisational Issues and Business Analysis 5 Changing Business Environment Values and the Company Changing organisational structures 6 Guided Learning Week 7 Presentation of assignment 1 Submit assignment 1 E-Business Analysis 8 Internet Commerce Development Methodology (ICDM) E-business and business analysis 9 No class - Guided learning week Submit these questions by email by Friday 5pm of week 9. businesses Virtual Organisations Environmental Scanning via the Web Accounting and Finance Perspectives on Business Analysis 10 Accounting and finance perspectives of business analysis. 11 Presentation of assignment 2 12 Presentation of assignment 2 13 Presentation of assignment 2 14 Guided learning week Submit the assignment 2 2
  3. 3. Significant Information Sties brief info but sometimes useful Others Software Sites – Examples for review - Data visualisation software Process analysis software Business Intelligence Software Software Based Upon Balanced Scorecard Method 3
  4. 4. Weekly Readings and Questions WEEK 2 Systems Approaches Readings Soft Systems Andrew Finnegan has put quite a bit of information on the Web on Soft Systems and systems thinking. Systems Thinking and SODA Andrew’s page has a link to the following site on Systems Thinking (just in case his site is down). This site covers the wider view of Systems Thinking Approaches. We can’t cover them all but take a look at the Systems Thinking Practice map for an overview of the area. In particular, look at the overview of “Strategic Options Development and Analysis” (SODA). Other readings (If you can get them) Checkland, P. (1981). Systems thinking, systems practice. Chichester: Wiley. Checkland, P. and Scholes, J. (1990). Soft systems methodology in practice. Chichester, Wiley. For an overview read either: Beynon-Davies, P. (1998). Information Systems Development. Hawryszkiewycz, I. (1998). Systems Analysis and Design. Prentice Hall. Covered in many other IS development texts. Week 2 Questions 1) Explain the stages that are part of the Soft Systems Methodology. 2) What is a rich picture? 3) What is a root definition? 4) How does a systems (soft systems) approach differ from a hard systems approach? 5) How can Soft Systems Methodology be used as a business analysis approach? 6) Explain the “Strategic Options Development and Analysis” (SODA) Methodology. 7) How does SODA differ from the Soft Systems methodology? 8) What are the strengths of both approaches from a business analysis perspective? 9) What are the weaknesses with both approaches from a business analysis perspective. 10) Try and read a case study of one of the approaches in action and be prepared to discuss it. 4
  5. 5. WEEK 3 Systems Thinking and Philosophical Foundations Readings I will provide these readings. Jackson, M. (1995). Beyond the Fads: Systems Thinking for Managers. Systems Research, 12(1), pp. 25-42. Klein, H. K. & Hirschheim, R. (1991). Rationality Concepts in Information System Development Methodologies. Accounting, Management & Information Technologies, 1 (2) pp. 157-187. (This is in the library also). Week 3 Questions and tasks 1) Read the article by Jackson. 2) Which approaches does Jackson describe as fads? 3) Why does he class them as fads? Do you agree with him? 4) What are the main contributions he proposes that Systems Thinking can make as a business analysis methodology? 5) Read the paper by Klein and Hirschheim. 6) What is meant by rationality in this context? 7) Which are the main systems development methodologies they examined? 8) How do these methodologies differ in relation to their underlying rationality? 9) What are the implications for business analysis approaches and methodologies in business? WEEK 4 Business Process Re-Engineering This site has a wealth of information about BPR. Selectively read some of the articles to gain an overview of the approach. The brint site has many articles. In the book of readings: Talwar, R. (1996). Re-engineering - A Wonder Drug for the 90s. In (Ed. C. Coulson-Thomas). Business Process Re-engineering. London: Kogan Page. Week 4 Questions 1) Explain the concepts behind business process re-engineering as a business analysis methodology. 2) Identify some critical success factors (articles from brint) for BPR projects. 3) Identify the various types of BPR approaches – are they all same? 4) Find and analyse a BPR case study (from the Web – e.g. brint). Be prepared to give an overview of the case study and the major issues covered in relation to BPR. What lessons can be learnt from this? (5 minute informal presentation and discussion). 5) What is the main contribution of BPR to business analysis, particularly, in relation to information systems? 5
  6. 6. WEEK 5 Readings Changing Organisational Forms and the Implications for Business Analysis You will need to read on organisational structures and forms and the changes taking place in this area. Management texts and organisational behaviour are the areas to look at. The expectation is that you will carry out some research in this area. From the unit Web site download this paper: Standing, C. & Krishnaswamy, G. (1999). Virtual Organisations and the Web Site Resource Proceedings of the IFIP 5.3 Conference on Infrastructures for Virtual Enterprises, Porto, Portugal, 471-480. From the book of readings: Howard, R. (1990), Values Make The Company. Harvard Business Review, 68 (5), 133-144. WEEK 5 Questions 1) Explain what is meant by the network organisation (management text books). 2) What changes are taking place in organisational forms and structures? 3) What impact do these changes have on business analysis from an IS perspective? 4) What role has the IS to play in facilitating the changes in organisational forms? 5) Should all organisations be moving in the same direction as far as organisational structure goes? 6) Do you think there a conflict in many organisations in relation to being more productive and the structure of the organisation? Explain your answer. 7) Find a case study that illustrates the issues surrounding how IT/IS is creating new organisational forms. 8) What implication has organisational values for business analysis? 9) What is the purpose of a business organisation? WEEK 6 Guided activity week Work on assignment 1 and be prepared to present your work in week 7. Analyse the role and functionality of a software system that can be used for business analysis. Business Intelligence Software, data warehousing, data mining, Workflow Analysis. WEEK 7 Prepare a ten minute presentation of assignment 1. WEEK 8 Readings Internet Commerce Development Methodology (ICDM) Standing, C. (1999). Internet Commerce Development Methodology. Australian Conference on Information Systems. E-business and business analysis The following questions should be used as a guide to help you research the area. Questions Week 8 1) How do e-commerce applications differ from traditional IS applications? 6
  7. 7. 2) Who should lead the development of e-commerce projects? 3) What are the strengths of the ICDM Methodology from a business analysis perspective? 4) Find and analyse an e-commerce case study. In particular examine the case from a business analysis perspective (the business issues and its relationship with IS). Be prepared to present and discuss this case. WEEK 9 No class this week but submit questions by email. Readings Environmental Scanning via the Web. Tan, S., Teo, H., Tan, B., Wei, K. (1998). Environmental Scanning on the Internet. Proceedings of the International Conference on Information Systems, 76-86. businesses - research topic. Virtual Organisations - research topic. Questions Week 9 1) What role can environmental scanning play in business analysis. 2) How can environmental scanning be carried out? 3) How effective is the Web for conducting environmental scanning? 4) What are the key lessons from the paper? 5) Explain what is meant by a business. 6) What is a virtual organisation? 7) Do these types of organisation require alternative forms of business analysis? Explain. WEEK 10 Readings In book of readings: James, D. (1999). Accounting for the Net: Beyond the Balance Sheet. Australian CPA, 69 (11), 22-23. Deegan, C. (1999). Triple Bottom Line Reporting. Charter, 70 (3), p. 38-41. Ross, P. (1999). Who Should IT report to in Your Organisation. Charter, 70 (9), 56-57. Pickering, M. (1999). Using Customer Profitability Information to Drive the Bottom Line. Charter, 70 (2), p. 32-35. Henderson, D. (1999). Performance Measurement: The Data Warehouse Supports Best Practices. ( (The Balanced Scorecard Method). Questions Read at least three of the five papers and be prepared to discuss them. 7
  8. 8. Assessment The assessment for this unit will be made up as follows: Presentation and report- Assignment 1 25% Case Study - assignment 2 50% Class contribution, demonstration of knowledge, answering of questions 25% Total 100% Class contribution The marks will be allocated according to the student's familiarity with the material (references), submission of answers to questions and contribution in class. Use of Lab For researching and analysing e-commerce strategies on the Web. They can also be used for reviewing software for assignment 1. (There is the option of demonstrating aspects of the software). 8
  9. 9. Assignment 1 You are required to review one software system that can be used for business analysis. In particular your report on the review should include: • The methodologies supported by the Software • The techniques included in the methodology • Examples of where the techniques could be used • Any weaknesses of the software • The types of situations the software would be most useful for The assignment should be completed in pairs. The report will account for 20% of the marks. The presentation or overview of the software accounts for 5% Demonstration of the software Of course, you will need to search for business analysis software. Any software that can broadly help in business analysis is applicable. It could be related to process analysis (BPR), data mining or warehousing, business intelligence software, presentation software (data visualisation), etc. A starting point is: - Data visualisation software Process analysis software Business Intelligence Software Software Based Upon Balanced Scorecard Method You may have access to software at work which you would like to review. You must agree on the software package chosen with your lecturer. (It must be related to business analysis and not purely systems development and it must not be the same as any other being demonstrated). Use of Lab The labs can be used for searching for business analysis software. 9
  10. 10. Assignment 2 You are required to develop a case study of a company's on-line e-commerce business strategy. The focus of the study should be to explain the strategies used by the organisation from a business analysis perspective. The typical stages of the assignment should include: • Research on e-commerce • Identifying a suitable organisation • Contacting the organisation (if possible) • Analyse e-commerce strategy • Assess how this relates to the organisation as a whole • Identify how the strategy has been carried over into the design • Analyse the competition that the organisation faces • Identify strengths and weaknesses of the e-commerce (on-line) strategy • Explain your approach (business analysis method) in analysing the business • Include a discussion and conclusion The report should include information on the background of company. The report must be presented in class time. The presentation will account for 10% of the marks. Dates and times of the presentation will be given at a later date. These will take place during weeks 11,12, and 13. The assignment should be handed in by the end of week 14. If you experience difficulty in accessing information on an organisation notify your lecturer. 10