Introductory description

This module studies the specific technologies and processes that characterise the transactional aspect of digital commerce. They are a rapidly developing group of applications that maximise the advantage of transaction speed in today’s “connected” business environment. The module builds upon the Technical Process Block by detailing the technology and processes at the application layer.
The module will introduce the students to tools to build and optimise the customer experience. Looking at techniques to increase conversion through desktop and mobile application.
The module will include a syndicate exercise that will build upon the learning from the Business and Technical Process Blocks by developing an e-Commerce proposal and website, intentionally applying knowledge gained within the earlier part of this module. This syndicated work will be further developed within the Post Module Assignment and thus form a part of the formal assessment of the Module.

Module aims

Outline syllabus

This is an indicative module outline only to give an indication of the sort of topics that may be covered. Actual sessions held may differ.

• eCommerce Concepts
  o System Requirements
  o Theoretical Models
• Design for eCommerce
  o Usability
  o Information Architecture
  o Design
  o Customer Service
• eCommerce Building Blocks
  o Systems – key tools
  o Starting points
• eCommerce Promotion
  o Multi Channel
  o Site Promotion
• eCommerce Fulfilment
  o Delivery Systems
  o Transaction Systems
• Future Development
  o Mobile Technologies
  o Optimising the customer experience

Learning outcomes

By the end of the module, students should be able to:

• Original L Outcomes• To develop a comprehensive understanding of the fundamentals of eCommerce systems.
• To critically evaluate the key software and techniques used to conceptualise and achieve effective eCommerce implementations.
• To develop a comprehensive understanding of the key concepts and approaches in eCommerce practice to build customer experience and increase conversion.

Indicative reading list

• Chaffey D (2014). Digital Business and E-Commerce Management. Pearson.
• Laudon KC and Traver CG (2017). E-commerce: Business, Technology, Society. Pearson.
• Turban E, Outland J, King D, Lee J, Liang T, Turban D (2018) Electronic commerce 2018: a managerial and social networks perspective. Springer.
• Nahai N (2012) Webs of influence: The psychology of online persuasion. Pearson.
• Hunt B (2011) Convert! designing Web sites to increase traffic and conversion. Wiley Pub., Inc.
• Krug S (2014) Don't make me think, revisited: a common sense approach to web usability. New Riders.
• Larsson T (2016) Ecommerce Evolved: The Essential Playbook To Build, Grow & Scale A Successful Ecommerce Business. CreateSpace Independent Publishing Platform.
• Croxen-John D, van Tonder J (2017) E-Commerce Website Optimization: Why 95% of Your Website Visitors Don't Buy, and What You Can Do About it. Kogan Page.
• Goward C (2013) You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing. Sybex

View reading list on Talis Aspire

Subject specific skills

eCommerce, web development, cloud computing, digital marketing

Transferable skills

Presentation skills, research, teamwork, software development, critical thinking