City University of Hong Kong

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1 City University of Hong Kong Information on a Gateway Education Course offered by Department of Information Systems and Department of Management Sciences with effect from Semester A in 2013 / 2014 Part I Course Title: Course Code: Course Duration: Conducting Online Commerce in China GE2242 One Semester Proposed Area: (Please insert 1 for the single primary area, and 2 for the secondary area if applicable. Students will only earn credit units from the primary area.) X Arts and Humanities Study of Societies, Social and Business Organisations Science and Technology No. of Credit Units: 3 Level: Medium of Instruction: Medium of Assessment: Prerequisites: (Course Code and Title) Precursors: (Course Code and Title) Equivalent Courses: (Course Code and Title) Exclusive Courses: (Course Code and Title) B2 English English Part II 1. Abstract As China s consumer market continues to grow, it is critical for students to learn about how to target China s consumer markets. This course provides students the introductory managerial concepts on how to start an online business, with specific focus on the Chinese market. The vital managerial topics covered include inventory management, product pricing, product promotions, website design and consumer analytics, etc. 1

2 Students will be exposed to the major online commerce platforms in China, including Taobao, the biggest consumer to consumer online commerce platform in China. Utilizing the managerial knowledge covered in the class, students will practise their skills by proposing business plan and designing online stores based on the Taobao or another platform. Experts from Taobao will share their successful experiences, advices and tips on how to conduct online commerce targeting Chinese consumers from Hong Kong. 2. Course Aims This course aims to Describe the contemporary theories of conducting online commerce from the operations management, information systems, marketing, and management perspectives. Discussion of China specific online commerce business models, including the critical challenges faced by Hong Kong merchants. Discuss how to utilize technologies and data to understand and fulfill customer requirements in China. Discussion of the impacts of business environments, political policies, and consumer trends on online business. Design and implement online stores using Taobao platform to gain practical experience with online commerce. 3. Course Intended Learning Outcomes (CILOs) Upon successful completion of this course, students should be able to: No. CILOs Weighting (if applicable) 1. Explain the different key concepts related to online commerce, specifically in the areas of online business models, supply-chain systems, IT infrastructure, and marketing approaches. 2. Describe the key issues related to conducting online commerce, with specific focus on China. 3. Apply appropriate practical knowledge to conduct online commerce, with specific focus on China 4. Teaching and Learning Activities (TLAs) (designed to facilitate students achievement of the CILOs - Some TLAs may address more than one CILO.) This course will be taught as a seminar, blending presentations by the instructor with in-class discussions. Students will be required to complete individual projects on online commerce. TLA1: Lectures In-class lectures, seminars conducted by external visitors who are familiar with online commerce in China. 2

3 TLA2: Group Discussions Group discussions aim to cultivate critical thinking and applications of the online commerce strategies in China. TLA3: Hands-on Skills Students are expected to conduct practical online commerce exercises through group projects that will enhance their understanding of online commerce in China. Students will design and create real-world online stores. Presentations will be given to show knowledge and creativity on the hand-on knowledge. TLA CILO No. Hours/week (if applicable) CILO 1-2 TLA1: In-class lectures, seminars conducted by external visitors who are familiar with online commerce in China. TLA 2: Group discussions aim to cultivate critical thinking and application of the online commerce strategies in China. TLA 3: Students are expected to conduct practical and hands-on online commerce exercises that will enhance their understanding of online commerce in China. CILO 1-2 CILO Assessment Tasks/Activities (designed to assess how well the students achieve the CILOs Some assessment tasks/activities may address more than one CILO.) Type of Assessment Tasks/Activities CILO No. Weighting (if applicable) CILO % AT1: Examination (one 2-hour examination) is given to assess students analytic skills in relation to conducting online commerce. AT2: In-class discussions and assignments to assess students critical thinking in relation to online commerce issues. AT3: Group project to examine students practical and hand-on knowledge in performing online commerce. CILO % CILO 3 50% Remarks Examinations Students will be presented with different online commerce scenarios to test their understanding of the different business and managerial concepts learned in the class. In-class discussions Students are expected to participate in in-class discussions on the different online commerce topics covered in the class. Students will also be evaluated for their participation during the presentations by the external guests. Group Project Students are expected to conduct a group project that would require the utilization of their online commerce knowledge in conducting online commerce. Students are expected to provide several brief presentations to report the progress of their project during the semester. The students will present their developed online store, together 3

4 with proposals of how to manage and conduct the online business, at the end of semester. Students will be evaluated based on the validity of their business models, the robustness of their business plan, and the technicality of their online store. ** Students must pass both coursework and examination in order to get an overall pass in this course. ** 6. Grading of Student Achievement: Refer to Grading of Courses in the Academic Regulations. AT 1 and AT 2: Grading Criteria of Assessment Task: Examination and In-class discussions Excellent A+ A A- Good B+ B B- Adequate C+ C C- Marginal D Strong evidence of comprehensive Evidence of good knowledge in online Evidence of sufficient critical knowledge in Evidence of marginal knowledge in online knowledge in commerce and online commerce and commerce and online commerce demonstrate good demonstrate demonstrate some and demonstrate critical thinking sufficient critical evidence of critical superior critical ability in the thinking ability in the thinking ability in the thinking ability in interpretation and interpretation and interpretation and the interpretation analysis of online analysis of online analysis of online and analysis of commerce issues commerce issues commerce issues online commerce issues AT 3: Grading Criteria of Assessment Task: Hands-on Project Excellent A+ A A- Good B+ B B- Adequate C+ C C- Capable of Capable of Capable of designing designing and designing and and implementing implementing implementing online online commerce online commerce commerce store of store of reasonable store of excellent good quality quality quality Marginal D Capable of designing and implementing functional online commerce store Part III Keyword Syllabus: Key Concepts in Online Commerce - Basic online commerce models - IT infrastructure of online commerce - Logistic and supply chain issues of online commerce - Sourcing and stock replenishment strategy - Online consumer behavior - Virtual pooling, delayed customization and quick response - Scope of product coverage/mix; products to carry or outsource - Online consumer behavior analysis; marketing campaigns for online commerce - Business environments, political policies, 4

5 Practical Knowledge on Online Commerce in China - Case studies on successful and failure cases in Taobao - Knowledge on how to setup Taobao stores - Online marketing customizations - Online Storefront design - Online payment systems and fulfillment process - Online order tracking - Rules and regulations (taxes) of operating online commerce in China - Proposing valid business plan for online commerce Recommended Reading: Text(s): Course materials prepared by instructors. Online Resources: Translated materials from 5

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