Introduction to e-commerce (EEC101)
Vietnamese title: Nhập môn thương mại điện tử
Credits: 3

Description:
This course provides a comprehensive examination of the rapidly evolving digital marketplace through the tripartite lens of business, technology, and society. It establishes a theoretical framework for understanding how digital trade mechanisms have revolutionized traditional economic structures and continue to reshape global commerce.

In this course, students will investigate the foundational elements of the digital economy, ranging from technical infrastructures and security protocols to complex business models. The curriculum requires learners to analyze critical strategies in digital marketing and supply chain management while simultaneously evaluating the ethical, social, and political implications inherent in online commerce. Through this rigorous inquiry, participants engage with the practical realities of online retail, content delivery, and collaborative commerce.

Upon completion, participants will possess the analytical acumen necessary to evaluate diverse e-commerce initiatives and the technical insight required for establishing a robust digital presence. Graduates will emerge equipped with a strategic perspective that integrates commercial innovation with ethical responsibility, preparing them to effectively navigate and lead within the complexities of the global digital trade environment.

Learning outcomes:
Distinguish the fundamental business models and technological infrastructures of e-commerce to explain how they generate value and competitive advantage in the digital marketplace.
Interpret the essential principles of digital marketing, supply chain management, and online retail strategies to identify their roles in driving business growth and operational efficiency.
Apply basic business analysis frameworks to evaluate the usability, commercial viability, and customer experience of existing e-commerce websites and mobile platforms.
Analyze the managerial implications of security risks and payment systems to propose appropriate non-technical strategies for risk mitigation and consumer trust building.
Cultivate a professional awareness of legal compliance and ethical responsibility to address social and political issues arising within the digital trade environment.

Student tasks:
- Students must attend at least 80% of contact slots in order to be accepted to the final examination.
- Student is responsible to do all exercises and assignments given by instructor in class or at home and submit on time
- Use laptop in class for learning purposes

Tools:
- Text book and other required reading materials
- Internet
- Edunext system (https://edunext.fpt.edu.vn/)
- Vietnam's legal texts in press, information and communication sectors
- Corsera course: Generative AI: Impact, Considerations, and Ethical Issues (https://www.coursera.org/learn/generative-ai-ethical-considerations-and-implications#modules)

Materials:
description: E-commerce 2023-2024: business, technology, society
author: Kenneth C. Laudon and Carol G. Traver
publisher: Pearson
published_date: 2023
edition: Global edition 18th

Assessments:
category: Group Assignment
type: on-going
weight: 30.0
duration: Week 1 - Week 10
question_type: CLO3, CLO4, CLO5
no_question: Project
knowledge_and_skill: 1
grading_guide: Chapter 1-12 of book E-commerce 2023-2024: business, technology, society (18th edition)
note: Group Project: The E-commerce Go-to-Market Strategy

This group project requires students to simulate the role of a digital management team launching a new product or transitioning an existing physical product into the online marketplace. The objective is to synthesize the theoretical knowledge from the course into a cohesive, actionable business plan. Student groups should select a tangible consumer product and develop a four-stage strategy that covers the lifecycle of an e-commerce transaction, from product conceptualization to post-sales retention.

Project Requirements and Structure
- Stage 1: Product Selection and Business Model Definition
- Stage 2: Platform Selection and Infrastructure Strategy
- Stage 3: Digital Marketing and Customer Acquisition
- Stage 4: Post-Sales Operations and Customer Retention

Deliverable The group will present their strategy in a 20-minute presentation followed by a Q&A session. The presentation should clearly demonstrate the logical connection between the chosen product, the selected technology, and the managerial decisions made throughout the planning process.
category: Individual assignment
type: on-going
weight: 15.0
duration: 90'
question_type: CLO3, CLO4
no_question: Essay question
knowledge_and_skill: 1
grading_guide: Chapter 6 - 8 of book E-commerce 2023-2024: business, technology, society (18th edition)
note: In-class conducted;

Time Allotted: 90 Minutes
Format: Individual Written Memorandum (500–700 words)
Title: Integrated Digital Strategy and Ethics Audit

This in-class individual assignment requires the student to assume the role of a strategic consultant analyzing a specific e-commerce retailer within a ninety-minute timeframe. The student should first examine the firm's marketing and advertising mechanisms by identifying specific deployments of behavioral targeting or personalization strategies to assess their effectiveness in customer acquisition. Following this analysis, the student should evaluate the integration of social, mobile, and local marketing initiatives to determine how well the firm leverages these platforms for community engagement and seamless user experiences. Concluding the audit, the student should conduct a critical risk assessment regarding information rights and data privacy, utilizing ethical frameworks to recommend strategic improvements that balance commercial objectives with strict consumer protection standards.
category: Participation
type: on-going
weight: 10.0
duration: Week 1-10
question_type: CLO5
no_question: - In-class performance of student;
- Case-study participation
knowledge_and_skill: All the course progress
note: Individual assignments are graded on a scale of 0-10, precise to one digit after the decimal, which will be contingent upon their participation and fulfill the other's requirements of the lecturer (can be homework, inclass excercise...).
category: Quiz
type: on-going
weight: 15.0
duration: 40'
question_type: CLO1, CLO2
no_question: Multiple choice questions
knowledge_and_skill: 30
grading_guide: Chapter 1,2,3,4 and 5 of book E-commerce 2023-2024: business, technology, society (18th edition)
note: In-class conducted;

'The given question will focus on the main content of the related chapters.
category: Final exam
type: Final exam
weight: 30.0
duration: 60'
question_type: CLO1, CLO2, CLO3, CLO4
no_question: Multiple choice questions
knowledge_and_skill: 50
grading_guide: The question will cover the lectures, class discussions, activities, exercises, and textbook.
note: Exam room conducted.

Schedule:
session: Introduce the general background of this subject, studying methods: textbooks, suggested readings, rules set out by Lecturer, syllabus, assessment;

Instruct students how to prepare, complete and submit their individual assignment and group assignment.
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session: Chapter 1: Introduction to E-Commerce
1.1 Why Should Study E-commerce
1.2 Introduction to E-commerce
1.3 Unique Features of E-commerce Technology
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session: Chapter 1: Introduction to E-Commerce
1.4 Types of E-commerce
1.5 E-commerce: A Brief History
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session: Chapter 2: E-commerce Business Strategies
2.1 E-commerce Business Models
2.2 Major Business-to-Consumer (B2C) Business Models
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session: Chapter 2: E-commerce Business Strategies
2.3 Major Business-to-Business (B2B) Business Models
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session: Chapter 2: E-commerce Business Strategies
2.4 How E-commerce Changes Business: Strategy, Structure, and Process
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session: Chapter 3: E-commerce Infrastructure
3.1 The Internet: Technology Background
3.2 Internet Infrastructure and Access
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session: Chapter 3: E-commerce Infrastructure
3.3 The Web
3.4 he Internet and Web: Features and Services
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session: Chapter 3: E-commerce Infrastructure
3.5 Mobile Apps
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session: Chapter 4: Building an E-commerce Presence
4.1 Imagine Your E-commerce Presence
4.2 Building an E-commerce Presence: A Systematic Approach
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session: Chapter 4: Building an E-commerce Presence
4.3 Choosing Software
4.4 Choosing Hardware
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session: Chapter 4: Building an E-commerce Presence
4.5 Other E-commerce Site Tools
4.6 Developing a Mobile Website and Building Mobile Applications
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session: Chapter 5: E-commerce Security and Payment Systems
5.1 The E-commerce Security Environment
5.2 Security Threats in the E-commerce Environment
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session: Chapter 5: E-commerce Security and Payment Systems
5.2 Security Threats in the E-commerce Environment (continue)
5.3 Technology Solutions
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session: Chapter 5: E-commerce Security and Payment Systems
5.4 Management Policies, Business Procedures, and Public Laws
5.5 E-commerce Payment Systems
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session: Review group project
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session: Review group project
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session: Quiz
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session: Chapter 6: E-commerce Marketing and Advertising
6.1 Consumers Online: The Online Audience and Consumer Behavior
6.2 Digital Commerce Marketing and Advertising Strategies and Tools
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session: Chapter 6: E-commerce Marketing and Advertising
6.3 Online Marketing Technologies
6.4 Understanding the Costs and Benefits of Online Marketing Communications
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session: Chapter 6: E-commerce Marketing and Advertising
6.5 Case Study: Programmatic Advertising: Real-Time Marketing
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session: Chapter 6: E-commerce Marketing and Advertising
AI Practicing - Building an E-commerce marketing and advertising concept
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session: Chapter 6: E-commerce Marketing and Advertising
AI Practicing - Building an E-commerce marketing and advertising concept
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session: Chapter 6: E-commerce Marketing and Advertising
AI Practicing - Building an E-commerce marketing and advertising concept
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session: Chapter 7: Social, Mobile, and Local Marketing
7.1 Introduction to Social, Mobile, and Local Marketing
7.2 Social Marketing
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session: Chapter 7: Social, Mobile, and Local Marketing
7.3 Mobile Marketing
7.4 Local and Location-based Mobile Marketing
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session: Chapter 7: Social, Mobile, and Local Marketing
7.5 Case Study: Exchangehunterjumper.com: Building an International Brand with Social Marketing (or any case found in Vietnam which is appropriate)
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session: Chapter 7: Social, Mobile, and Local Marketing
AI Practicing - Approach to Social, Mobile, and Local Customer
Assigning and guide the group assignment topic
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session: Chapter 7: Social, Mobile, and Local Marketing
AI Practicing - Approach to Social, Mobile, and Local Customer
Assigning and guide the group assignment topic
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session: Chapter 7: Social, Mobile, and Local Marketing
AI Practicing - Approach to Social, Mobile, and Local Customer
Assigning and guide the group assignment topic
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session: Chapter 8: Ethics and Law in E-commerce
8.1 Understanding Ethical, Social, and Political Issues in E-commerce
8.2 Privacy and Information Rights
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session: Chapter 8: Ethics and Law in E-commerce
8.3 Intellectual Property Rights
8.4 Governance
8.5 Public Safety and Welfare
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session: Chapter 8: Ethics and Law in E-commerce
Case-study: Case Study: Big Tech Firms: Are They Getting “Too Big”? (or any case found in Vietnam which is appropriate)
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session: Review group project (2)
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session: Individual assignment
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session: Individual assignment
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session: Chapter 9: E-commerce Retail and Services
9.1 Analyzing the Viability of Online Firms
9.2 The Retail Sector: Offline and Online
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session: Chapter 9: E-commerce Retail and Services
9.3 E-commerce in Action: Online Retail Business Models
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session: Chapter 9: E-commerce Retail and Services
9.4 The Service Sector: Offline and Online
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session: Chapter 9: E-commerce Retail and Services
9.5 Online Financial Services
9.6 Online Travel Services
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session: Chapter 9: E-commerce Retail and Services
9.7 Online Job Recruitment and Career Services
9.8 On-Demand Service Companies
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session: Chapter 10: Online Media
10.1 Online Content
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session: Chapter 10: Online Media
10.2 The Online Publishing Industry
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session: Chapter 10: Online Media
10.3 The Online Entertainment Industry
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session: Chapter 10: Online Media
10.4 Creators and User-generated Content
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session: Chapter 11: Online Communities
11.1 Social Networks and Online Communities
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session: Chapter 11: Online Communities
11.2 Online Auctions
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session: Chapter 11: Online Communities
11.3 E-commerce Portals
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session: Chapter 12: B2B E-commerce
12.1 An Overview of B2B E-commerce
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session: Chapter 12: B2B E-commerce
12.2 The Procurement Process and Supply Chains
12.3 Trends in Supply Chain Management and Collaborative Commerce
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session: Chapter 12: B2B E-commerce
12.4 B2B E-commerce Marketplaces: The Selling Side of B2B
12.5 Private B2B Networks
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session: Group assignment
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session: Group assignment
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session: Group assignment
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session: Group assignment
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session: Group assignment
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session: Group assignment
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session: Review for final exam
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session: Review for final exam
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session: Review for final exam
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