NORTHERN VALLEY REGIONAL HIGH SCHOOL Office of Curriculum and Instruction. BUSINESS EDUCATION DEPARTMENT Demarest and Old Tappan

Transcription

1 NORTHERN VALLEY REGIONAL HIGH SCHOOL Office of Curriculum and Instruction BUSINESS EDUCATION DEPARTMENT Demarest and Old Tappan E-Commerce Pre-requisite: Marketing and Advertising 11 th and 12 th Grade Page Unit 1 History, Nature, and Impact of E-Commerce 1 Unit 2 You and E-Commerce 3 Unit 3 Business Structures and the Business Plan in E-Commerce 4 Unit 4 Web Site Development 5 Unit 5 Marketing in the Digital World 7 Textbook recommendation: E-Commerce Glencoe Marketing Series/McGraw Hill James E. Miles, Chip Dolce` Copyright /2007

2 Unit 1: The History, Nature, and Impact of E-Commerce 1. How is e-commerce defined, and how does it differ from e-tailing? 2. Are there limits on Internet selling? 3. What are the advantages and disadvantages e-tailing? 4. In what ways does e-tailing differ from traditional buying and selling? 5. How is globalization defined in e-commerce? 6. What steps are recommended in the preparation for a job in e-commerce? 1. Explore the key components and basic ways to use the Internet.* 2. Define how search engines help users locate businesses and services.* 3. Discover how e-commerce evolved from electronic communications. 4. Enumerate the characteristics and examine the purpose of e-commerce.* 5. Delineate how e-commerce can increase a business s revenues. 6. Define the advantages of e-commerce over traditional ways of doing business. 7. Discuss the problems unique to e-commerce.* 8. Analyze how today s retailing environment is a customized self-service experience. 9. Identify components of a successful e-commerce business, by evaluating major merchandising issues, payment options, as well as security and privacy issues. 10. Examine the effects of globalization on e-commerce and its impact on society. 11. Discover the cultural issues that must be considered when businesses globalize.* 12. Discuss how trade polices work in a global e- commerce marketplace and how quotas affect trade A. 1, 3, 5-7, C C 1, E 5, 6, 8 Dell Computers: E-business vs. Traditional Business Compare retail vs. specialty online presence. Analyze Amazon.com s B2C features. Examine the use of merchandising clues in retail websites. Evaluate websites in different languages. How does an International company s web presence change from country to country? 1

3 Workbook applications Compare and contrast six Internet search engines. Create a Venn-diagram to determine the benefits and characteristics of e-commerce and e-business. Evaluate seven common models of e-commerce. Merchandise Motivation examine visual cues in popular retail sites, finding examples of cross-selling and up-selling. Prepare a brochure with key terms and helpful hints for someone who is new to online shopping. Worksheet on cultural diversity. Teacher guided presentations Chapter 1: The Internet and E-commerce Chapter 2: The Nature of E-commerce Chapter 3: Retailing on the Internet Chapter 4: Global E-commerce Assessment: 2

4 Unit 2: You and E-Commerce 1. Do you need more or less training/education for a career in e-commerce vs. a more traditional career? 2. What do copyright and patent laws protect? 3. What is a trademark? 4. Why is privacy and security important considerations in E-commerce? 5. Why is children s online privacy especially important? 1. List strategies for finding e-commerce jobs.* 2. Describe common traits that employers desire in e A. 1, 3, 5-7, 9 commerce workers.* 3. Explore sources available to provide job and career information.* 4. Discover why laws are necessary in the online world C 1-3 and how cyber law is designed to protect companies and people. 5. Explore how copyright and patent law protects against C 1, 2 the misuse of original work. 6. Examine why online companies collect personal E 5, 6, 8 information from their customers.* 7. Determine what government legislation protects individuals and children s rights and privacy online.* 8. Explore how to protect computer systems of all sizes from illegal acts and how firewalls can protect important data. Privacy: Perils and Promise of Online Schmoozing Examine Patented Business Processes on the Internet Workbook applications Learning about an E-Commerce Job Cyber crime The Costs of Internet Security Teacher guided presentations Chapter 5: Basics of the E-commerce Workplace Chapter 6: Ethical, Legal, and Social Responsibilities in E-commerce Guest speakers to discuss the value of ethics and privacy on the Internet Assessment: 3

5 Unit 3: Business Structures and the Business Plan in E-Commerce 1. What are the basic business ownership structures? 2. What is a market economy? 3. How does e-commerce affect state and local economies? 4. What are economic indicators? 5. How does the revenue model for a service company differ from that of a company selling a product? 6. Why are business plans important for all businesses? 1. Identify and discuss the key differences between business structures.* 2. Discover how the market economy affects e-commerce consumers.* 3. Examine what economic indicators contribute to the understanding of e-commerce. 4. Define different types of revenue models* and how they are developed. 5. Identify e-commerce models and how they operate. 6. Identify the major components of an e-commerce business plan.* 7. Explain the necessity of an e-business plan A. 1, 3, 5-7, C C 1, E 5, 6, 8 Ben and Jerry s private companies transforming into public corporations. The Business Plan Amazon Workbook applications What do statistics really reveal? Creating a road map for an e-business Teacher guided presentations Chapter 7: Product and Price Decisions Chapter 8: Sports Market Research and Outlets Guest speakers Assessment: 4

6 Unit 4: Web Site Development 1. What is the purpose of a home page? 2. What is a hyperlink? 3. What does HTML stand for and what does it do? 4. How important are design elements in the creation of a business website? 5. Why is positioning a website in a search engine important? 6. What is back-end management? 1. Know why it is important to organize a web site.* 2. Identify the function of a home page.* 3. Create site maps, storyboards and navigation schemes. 4. Identify ways for customers to find, access and contact a website.* 5. Examine how web pages are designed and created. 6. Understand how hyperlinks can be used effectively.* 7. Identify which common files are used to create websites.* 8. Explain how graphics, audio, and video can affect a web page and how visual considerations affect web page planning.* 9. Discover how websites are positioned in search engines. 10. Identify how good back-end management can lead to a successful e-commerce business A. 1, 3, 5-7, C C 1, E 5, 6, 8 Real Networks the evolution of web content. Terrafly a web site success in the real estate business. Pros and cons of hiring a designer in web site creation. Analyze product placement in a retail store vs. a retail website. Workbook applications Planning a successful e-commerce website Design it! Sun Microsystems the Java logo and website. Back-end management Teacher guided presentations Chapter 9: Creating a Website Chapter 10: Building a Website Chapter 11: Website Management Guest speaker: The impact of a well-designed web page on a small business. 5

7 Assessment: 6

8 Unit 5: Marketing in the Digital World 1. What are the differences in marketing, advertising and promotion as they relate to E- commerce? 2. What do e-tailers learn from market research? 3. Why is good E-CRM (Electronic Customer Relationship Management) so important to online businesses? 4. What major advantages do E-tailers face that traditional stores do not, regarding customer service? 5. Where and how should E-tailers advertise to maximize their exposure to potential customers? 1. Explain what marketing means in E-commerce.* 2. Understand marketing challenges faced by E-commerce businesses.* 3. Examine how market research provides information about customers and their wants.* 4. Explore the varied types of research conducted by E- commerce business. 5. Define what distribution means in E-commerce.* 6. Identify common methods of distribution used by E- commerce businesses.* 7. Examine how E-CRM works to resolve problems.* 8. Know why good customer service is vital to E- commerce success.* 9. Identify methods e-businesses use to acquire and keep customers. 10. Understand the role marketing plays in E-commerce.* 11. Examine how businesses encourage customers to make online purchases.* 12. Understand the importance of dynamic content to a website s appeal. 13. Examine how businesses assess traffic at their sites A. 1, 3, 5-7, C C 1, E 5, 6, 8 Using comparison websites for online shopping Differentiating market segmentation Powells.com: How shipping costs affect online business Use of rating guides as a customer management tool Workbook applications Shop Till You Drop No More! School Spirit: Design an e-zine for Northern Valley The Customer Wants Delivery Now! Customer service at school Branding new products for the Internet 7

9 Teacher guided presentations Chapter 12: Fundamentals of Internet Marketing Chapter 13: Distribution in E-commerce Chapter 14: Customer Service and Web Site Personalization Chapter 15: Advertising for E-commerce Interdisciplinary opportunity school radio station, all-school musical Assessment: * identified as essential, minimal learning s for special education students. 8