E-Business in the Digital Age
Dates: 29 July - 16 August, 2013
The organisation of contemporary economic activities and practices is profoundly affected by the increased used of e-business and related activities to support, enact and create new and better economic opportunities. The complexity of this new economic scenario has challenged academics and practitioners over the last two decades and the results of deploying these online initiatives have not always been successful. Sufficient evidence has accumulated over the years for authoritative explanations to be given concerning the e-business phenomenon and its associated challenges.
This course presents an up-to-date analysis of the management, economics, information systems and marketing aspects and theories concerning the use of e-business technology. This is a management information systems course and not a technical course and is mainly directed at undergraduate students. It focuses on the effective application of this powerful and pervasive technology in business. Internet-based systems have dramatically changed the way businesses operate and compete in the global marketplace and it is important for future executives and policy-makers to understand the implications of these changes. Students will gain a good understanding of how successful companies are taking advantage of e-business, as well as an understanding of the main challenges and risks associated with the various e-business models and strategies.
The course covers a broad spectrum of today's management opportunities and risks in virtual markets, including:
■The management and economics of e-business – theoretical background and emerging new business models;
■Strategic management for e-business - competitive advantage online, management of technological legacies and organisational aspects
■Online marketing - creating an effective Web presence, customer relationship management
■Organisational strategy - change management, assimilating e-business into the organisation
■New organisational forms - virtual organisations, open innovation, markets and hierarchies
■Business-to-Business strategies - global supply chain management, electronic markets
■Business-to-Consumer strategies - online consumer behaviour, regional and cultural differences
■E-business environment - legal, ethical and security issues
■Lessons from the dot.com boom and bust
■Web 2.0 opportunities
Chaffey, D., e-Business and e-Commerce Management, (Fourth Edition) Harlow, England: Prentice Hall, (2009)
The course will also make extensive use of case studies and practical exercises.
Lectures: 36 hours Classes: 12 hours
Assessment: A written examination and coursework.
Contenido del curso: 12 horas de clase semanales por las mañanas y conferencias y seminarios por las tardes en función del curso elegido.
Precio total: 3.980 €