《商务英语－电子商务》课程教学大纲.docx

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1、商务英语一电子商务课程教学大纲一、课程基本信息课程代码：课程名称：电子商务（英）英文名称：Introduction to Electronic Commerce课程类别：专业课学时：32学分：2适用对象：本科英语专业三四年级学生考核方式：笔试先修课程：当代商学概论二、课程简介随着互联网在上世纪末的快速发展，越来越多的企业通过网络平台来加强与 用户、商业伙伴以及员工之间的交流，提高企业生产管理效益。商务英语一电 子商务作为电子商务的入门课程，旨在为对网络商务感兴趣的同学提供系统学 习的机会，开阔他们的视野，帮助他们初步了解电子商务在各个商业领域的应用, 并通过实操进一步了解电子商务领域涉及的一些

2、管理和技术动向。本课程主要介 绍电子商务的性质、电子商务的实现和管理、电子商务给企业带来的契机、以及 电子商务的局限和风险等。除电子商务领域的基本知识外，学生将接触电子商务 领域一些实用性强、具有创新性和前瞻性的观点，并有机会策划创建自己的电子 商务网站。本课程是一门面向本科英语专业三四年级学生的选修课，每次讲授一个学 期，每周2学时，共32学时，学生根据兴趣和时间安排自由选择参加。授课方 式以教师讲解为主，学生主题发言、学生讨论和练习为辅。课堂教学采用中国高 等教育出版社和美国Pearson Education出版集团出版的电子商务。由于时间 有限，部分章节的内容可根据具体情况合并或省略。W

3、ith the phenomenal growth of Internet over the last decade, having an online presence has become a primary concern of todays business management that endeavors to reach out to its customers, collaborate with its partners and support its employees in most efficient fashion. Introduction to Electronic

4、 Commerce serves as an introductory course that aims to provide those who are interested in online business with a broad overview and an insightful exploration of the roles of E-business in a modern corporation from different perspectives. The purpose of this course is to describe what EC is; how it

5、 is being conducted and managed; and its major opportunities, limitations, issues, and the risks. Apart from being introduced the fundamental EC notions and applications, students will be exposed to innovative and practical E-commerce ideas and allowed chances to design their own E-commerce solution

6、 through in-class and out-of-class activities, plus a basic set of hands-on skills in developing a pilot E-commerce website.them for future contributions to larger purposes of the nation.(二)教学内容1、主要内容1) Major types, characteristics, methods and strategies of Web advertisement;Web advertisement measu

7、rements and implementation issues.2、基本概念和知识点Web advertisementa. Internet advertising terminologyWhy Internet advertisementb. Objectives and growth of the Internet advertisementTargeted (one-to-one) advertisementc. Types of Internet advertisementAdvertisement methodsa. BannersSplash screenb. Spot lea

8、singURL (Universal Resource Locators)c. E-mailChat roomsd. Other formsAdvertisement strategiesa. Considerations in the Internet-based ad designPassive pull strategyb. Active push strategyAssociated ad display strategyc. Ads as a commodityImplementing the strategiesd. Customizing adsInteractive ad st

9、rategiese. Comparison ads as a medium of advertisementAttracting visitors to a sitef. Online events, promotions, and attractionsPush technology and intelligent agentsa. Push technologyPush on the Internetb. The future of push technologyIntelligent agents1) Economics and effectiveness of advertisemen

10、tExposure models that are based on CPMsa. Click-throughInteractivityb. Actual purchaseOther models2) Online catalogsEvolution of online catalogsa. Comparison of online catalogs with paper catalogsAdvertising in online catalogs vs. electronic mallsb. Customized catalogsSpecial advertisement topicsa.

11、How much to advertise?b. Auditing and analyzing Web trafficInternet standardsc. LocalizationThe major Web ad players3) Managerial issues3、问题与应用（能力要求）Discuss managerial issues related to Web advertisement implementation to get a better picture of how to use EC to help an organization enhance its pres

12、ence.（三）课后练习Questions for Review1. Questions for DiscussionInternet Exercises2. Team Exercises（四）教学方法与手段课堂上以教师的精讲为主，以学生的主题发言、课堂讨论和实际操 练为辅，课外布置学生完成相关练习，以巩固所学知识。第六章 Business-to-Business Electronic Commerce（一）目的与要求Upon completion of this chapter, the students will be able to:1. Describe the application

13、s of B2B EC;Identify key technologies for B2B EC;2. Classify the architectural models of B2B EC;Describe the characteristics of the supplier-oriented marketplace;3. Describe the characteristics of the buyer-oriented marketplace;Describe the characteristics of the intermediary-oriented marketplace;4.

14、 Discover the benefits of B2B EC in procurement reengineering from the GE case;Describe the importance of JIT delivery in B2B EC;5. Distinguish the characteristics of Internet-based EDI from traditional EDI;Design a method of integrating EC with back-end information systems;6. Analyze the role of ag

15、ents for B2B EC;Describe marketing issues in B2B;7. Specify the characteristics of the solution for B2B EC;Examples of Chinese companies (to be updated every semester) will be used to help & encourage Ss to analyze and think critically not only in matters of e-commerce, but also in life and future c

16、areer, and to help Ss to develop initiatives in their life and study, preparing them for future contributions to larger purposes of the nation.(二)教学内容.主要内容1) Major B2B EC applications, major B2B EC models and their characteristics.2) Procurement reengineering via the GE case.3) Differentiation betwe

17、en the Internet-based EDI and traditional EDI.4) Marketing and some managerial issues in B2B.1 .基本概念和知识点Major B2B activitiesa. PurchasingLogisticsb. SupportCharacteristics of B2B ECa. Supply chainEntities of B2B EC1) Models ofB2B ECSupplier-oriented marketplacea. Buyer-oriented marketplaceIn ter m e

18、d i ar y- or i en ted marketplaceb. Virtual corporation: networking between business partners e. Networking between headquarters and subsidiariesOnline services to business2) Procurement management using the buyer 5s internal marketplaceBuyers internal marketplacea. Issues in procurement managementI

19、nefficiency in procurement managementb. Goals of procurement reengineeringThe major solution: B2B ECc. Customers internal marketplace casesSupplier-oriented marketplacea. Case study: Cisco connection onlineBuyer-oriented marketplacea. Case study: GEs TPN case revisitedElectronic bidding processb. Be

20、nefits to buyersBenefits to sellersc. LessonsIntermediary-oriented marketplacea. Goal of intermediary-oriented marketplaceBenefits of intermediary-oriented marketplaceb. Benefits to customersJust-in-time inventorya. Why JIT delivery for B2B ECValue-added service to ensure the customers delivery comm

21、itmentb. Supporting customers tailored tracking systemBenefits to business3) Other B2B models, auctions, and servicesBusiness-to-business auctionsa. Managed interactive biddingFacilitating auctions and barteringb. Business-to-business servicesFrom traditional to Internet-based EDIa. Traditional EDII

22、nternet-based EDI4) Integration with back-end information systemsa. ERP - Enterprise Resource Planning system5) The role of software agents for B2B ECAgenfs role in the seller-oriented marketplacea. Agents role in the buyer-oriented marketplaceElectronic marketing in B2Ba. Direct marketing to reach

23、functional buyersRelationship marketingb. Audience strategy and mailing listsElectronic/interactive mediac. How to build e-mail lists and marketing databaseInternet marketing strategies6) Solutions of B2B ECManagerial issues2 .问题与应用（能力要求）Discuss B2B EC-related managerial issues to get a better pictu

24、re of how EC helps with the management to deal with its suppliers and business partners.（三）课后练习Questions for Review1. Questions for DiscussionInternet Exercises2. Team Exercises（四）教学方法与手段课堂上以教师的精讲为主，以学生的主题发言、课堂讨论和实际操 练为辅，课外布置学生完成相关练习。第七章 Intranet and Extranet（一）目的与要求Upon completion of this chapter,

25、the students will be able to:1. Describe the relationship among the Internet, intranet and extranet;Describe the role of firewalls for intranet extranets;2. Discuss the functions and applications of intranets;Discuss the industries that use intranets;3. Discover typical cases of intranet application

26、s;Identify the key elements of extranets;4. Identify the key technologies for tunneling;Discuss the applications of extranets;5. Describe typical industries that use extranets;Discuss the business models for extranet applications;6. Describe the architecture of embedded extranets;Examples of Chinese

27、 companies （to be updated every semester） will be used to help & encourage Ss to analyze and think critically not only in matters of e-commerce, but also in life and future career, and to help Ss to develop initiatives in their life and study, preparing them for future contributions to larger purpos

28、es of the nation.（二）教学内容.主要内容1） Intranet and extranet, their functions and applications.2） Embedded extranets.1 .基本概念和知识点Architecture of the Internet, intranet, and extraneta. The InternetThe intranet: an intra business delivery systemb. The extranetIntranet software1) Applications of intranetsGener

29、ic functions of intraneta. Intranet application areasIndustry-specific intranet solutions2) Considerations in intranet deploymentThe extranetsa. Basic concept of extranetsPotential of the extranet marketb. Planning extranets: coordination and securityThe structure of extranetsa. Elements of extranet

30、Extranet products and servicesa. Categories of extranet products and servicesExtranet tools and services providers3) Applications of extranetsBenefits of extranetsa. Industry specific extranet solutionsBusiness models of extranet applicationsa. Connect business customers to sell parts: AMPConnect de

31、alers kiosk: General Motorsb. Connect with suppliers for purchases: VHA, Inc.c. Tracking shipping status: CSX TechnologyReduce design cycle time by connecting suppliers: Adaptec, Inc.d. Reduce product development time by connecting suppliers: Caterpillar, Inc.e. Link the worldwide chains employees:

32、Kinkos, Inc.f. Link business partners: Countrywide Home LoanEmbedded extranet: FedExs extranet embedded in Ciscog. Connect with service institutions: IntraLoanManagerial issues2 .问题与应用(能力要求)Discuss the different networks that facilitate business operations and the related managerial issues to get a

33、better picture of how extranet helps with the management in an organization.（三）课后练习Questions for Review1. Questions for DiscussionInternet Exercises2. Team Exercises（四）教学方法与手段课堂上以教师的精讲为主，以学生的主题发言、课堂讨论和实际操 练为辅，课外布置学生完成相关练习，以巩固所学知识。第八章 EC Strategy and Implementation（一）目的与要求Upon completion of this chap

34、ter, the students will be able to:1. Describe the strategy planning process of EC;Understand the process of formulating EC strategies;2. Explain competitive intelligence on the Internet and in EC;Explain the steps and issues involved in EC implementation;3. Understand how to reassess EC projects;Exa

35、mples of Chinese companies （to be updated every semester） will be used to help & encourage Ss to analyze and think critically not only in matters of e-commerce, but also in life and future career, and to help Ss to develop initiatives in their life and study, preparing them for future contributions

36、to larger purposes of the nation.（二）教学内容.主要内容1） Strategy planning process of EC and the role of CSF.2） Some managerial issues in EC implementation.3） Competitive intelligence for EC.1 .基本概念和知识点Strategic planning for ECa. Industry and competitive analysisStrategy formulationb. Critical success factor

37、s for ECA value analysis approachc. Return on investment and risk analysisElectronic Commerce scenariosd. Strategic planning framework: competitive vs. cooperative strategiesElectronic commerce strategy in actiona. The steps to successful EC programsCompetitive intelligence on the Interneta. Using t

38、he Internet to conduct competitive intelligenceUsing push technology for competitive intelligence3) Implementation: plans and executionA pilot projecta. Electronic Commerce leadershipUncovering specific EC opportunities and applicationsb. Creating a Web team and assigning functional skills to subpro

39、jectsEvaluating outsourcingc. Web content designSecurity and control in EC4) Project and strategy assessmentNeed for assessmenta. Measuring resultsCollecting informationb. FinalizationManagerial issues3.问题与应用(能力要求)Discuss the different strategies, their implementation and related managerial issues t

40、o get a better picture of what need to be considered in EC strategy implementation.(三)课后练习Questions for Review1. Questions for DiscussionInternet Exercises2. Team Exercises(四)教学方法与手段课堂上以教师的精讲为主，以学生的主题发言、课堂讨论和实际操 练为辅，课外布置学生完成相关练习，以巩固所学知识。第九章 Public Policy, From Legal Issues to Privacy(-)目的与要求Upon com

41、pletion of this chapter, the students will be able to:1. List and describe the major legal issues related to EC;Understand the difficulties of protecting privacy and describe the measures taken by companies and individuals to protect it;2. Describe the intellectual property issues in EC and the meas

42、ures provided for its protection;Describe some of the ethical issues in EC and the measures organizations take to improve ethics;3. Understand the conflict between Internet indecency and free speech and the attempts to resolve the conflict;Describe the issues involved in imposing sales tax on the In

43、ternet;4. Discuss the controls over exporting encryption software and the issues of government policies;Differentiate between contracts online and offline;5. Describe the measures available to protect buyers and sellers on the Internet;Examples of Chinese companies (to be updated every semester) wil

44、l be used to help & encourage Ss to analyze and think critically not only in matters of e-commerce, but also in life and future career, and to help Ss to develop initiatives in their life and study, preparing them for future contributions to larger purposes of the nation.(二)教学内容.主要内容1) Legal, ethica

45、l and privacy issues related to EC and the measures taken by both companies and individuals to protect themselves to their best interests.1 .基本概念和知识点EC-related legal incidentsa. Contractual issues in ECCopyright infringement on the Web1) Legal, ethical, and other public policy issuesLegal and ethica

46、l issuesa. Ethical issuesProtecting privacya. Privacy issuesHow is private information collected?b. Privacy protectionProtecting your privacyc. Federal Trade Commission (FTC) auditMovement of advocate groups and industryd. Electronic Privacy Information Center (EPIC)Privacy policy basics2) Protectin

47、g intellectual propertyCopyrightsa. TrademarksPatentsb. Domain namesFree speech, Internet indecency, and censorshipa. The free speech vs. censorship issueProtecting childrenb. Controlling spammingTaxation and encryption policiesa. Taxation policiesEncryption policy3) Other legal issues: contracts, g

48、ambling, and moreElectronic contractsa. GamblingConsumer and seller protecting ECa. Fraud on the InternetBuyer protectionb. Internet shopping rightsThird-party servicesc. Authentication and biometric controlsSellers protection4) Managerial issues.问题与应用(能力要求)Discuss legal, ethical, privacy, intellectual property and other social issues online to get a better picture of how EC should be implemented with regard to the said issues.(三)课后练习Questions for Review1. Questions for DiscussionInternet Ex