Course Title

E-Commerce Marketing

Course Description

This is a course of study in the development of communication and marketing strategies for effective electronic commerce to take place. The primary focus is how to: market products/services, use the Internet, identify markets, and communicate with them. This course provides an overview of the marketing activities businesses need to perform in order to maximize return and meet customer expectations with electronic purchases. Students will develop leadership traits and identify their leadership potential through participation in the DECA (an association of marketing students) student organization.

Contact

Ida Fryhover
Program Specialist
405-743-5473
ifryh@okcareertech.org

OCAS Codes	OHLAP Credit	Course Length	Prerequisites
8342	No	120 Hours This course is given credit for the Carnegie Unit. This course is taught 175 days at 50 minutes per class period at the lowest common denominator in the high schools and 55 minutes per day in the Technology Center. (120 is based on a Carnegie Unit, which accounts for 175 forty-five(45)minute class periods per school year.)	Marketing Fundamentals (or) Web Design.

Knowledge and Skills

Explore concepts and procedures needed for basic computer operations.
Describe technology infrastructure used in e-commerce activities
Identify web server hardware
Identify web server software
Compare different types of electronic commerce software
Identify ways that technology impacts business
Demonstrate basic search skills on the web
Identify the components of a URL
Explain the importance of search engines in locating information
Demonstrate basic word-processing skills
Demonstrate basic presentation skills
Demonstrate basic database skills
Demonstrate basic spreadsheet skills
Demonstrate basic desktop publishing functions
Create and post webpage
Describe tools used in website creation

Explore fundamental business concepts that affect business decision making.
Identify key business and marketing elements of electronic commerce
Identify business-to-business strategies on the web
Identify business-to-consumer strategies on the web
Apply e-marketing fundamentals
Explain the impact of the Internet on marketing-information management
Discuss the impact of the Internet on the distribution function
Describe the impact of the Internet on the pricing function
Explain the impact of the Internet on product/service management
Discuss the impact of the Internet on the financing function
Explain ways the Internet impacts the promotion function
Describe ways the the Internet impacts the selling function

Explore fundamental economic principles and concepts.
Analyze global trends in e-commerce
Explain the economic impact of e-commerce
Explain the relationship between e-commerce and inflation
Discuss how e-commerce enables small businesses to compete on an international basis with large businesses
Describe the impact of e-commerce on international trade

Explore financial concepts and tools used in making decisions.
Research payment systems for electronic commerce

Explore the concepts, processes, and systems needed to determine and satisfy customer needs/wants/expectations.
Research online selling strategies
Explain how the role of the customer is different in online sales than personal sales
Explain the impact of data access on online selling
Describe the difference between online sales environments and personal sales
Identify types of online customer-support techniques
Describe advantages and disadvantages of online customer-support techniques
Explain the importance of reviewing FAQs
Manage an e-commerce marketing campaign
Develop marketing strategies to create a web presence
Discus the internet as a marketing tool
Explain the importance of brand names
Identify and implement marketing support activities

Explore the concepts, processes, and systems needed to meet business goals/objectives and create new product/service ideas.
Conduct a market analysis
Apply entrepreneurial concepts to e-commerce marketing
Optimize a business website placement with major search engines and directories
Explain how web page optimization relates to positioning
Discuss why web page optimization should be an ongoing process
Demonstrate procedures for optimizing website placement with major search engines and directories

Explore concepts, systems, and tools needed to access, process, maintain, evaluate, and disseminate information for business decision making.
Identify and compare online auctions, virtual communities, and web portals
Identify and implement marketing support activities
Explain how email marketing aids in meeting a businesses objectives
Explain capabilities of email as a marketing tool
Explain the importance of accuracy in maintaining a customer database
Identify components of a customer database that need to be maintained
Describe steps in maintaining a customer database
Demonstrate procedures for maintaining a customer database
Identify data available through online tracking methods
Explain the use of data mining

Explore the concepts and processes needed to move, store, locate, and/or transfer ownership of goods and services.
Process incoming merchandise
Identify stock-handling activities involved in the receipt of merchandise
Describe methods for processing incoming merchandise
Explain the importance of following company procedures when processing incoming merchandise
Explain how to determine the contents of a shipment
Process return/damaged products
Describe the importance of using appropriate paperwork when processing returns
Demonstrate procedures for processing returned/damaged goods
Explain the role of ethics in processing returns to vendors
Explain the importance of accuracy in storing merchandise
Describe ways by which goods are sorted when received and stored in a warehouse
Explain how demand can affect the grouping of merchandise in a warehouse
Describe the purpose of handling and packaging labels in a warehouse
Identify different procedures for storing merchandise based on product type
Demonstrate procedures for fulfilling orders
Explain the importance of accuracy in completing shipping documents
Describe techniques for tracking/tracing shipments
Explain procedures for packing orders
Identify documentation that should be completed when fulfilling orders
Explain the nature of inventory control systems
Distinguish between the different types of inventory control systems

Explore concepts and strategies utilized in determining and adjusting prices to maximize return and meet customers perception of value.
Discuss reasons for having a variety of pricing models in e-commerce
Compare and contrast the utility of Internet pricing models
Explain one-to-one pricing models
Explain one-to-many pricing models
Explain many-to-many pricing models
Explain how the availability of information on the Internet affects pricing decisions
Describe the impact of the Internet on pricing decisions
Explain how venture capitalists' long-term view of Internet business investments affects pricing decisions
Discuss how taxation on Internet purchases affect pricing decisions

Explore the concepts and processes needed to obtain, develop, and improve product or service mix in response to market opportunities.
Describe the importance of merchandising plans to retailers
Identify components of merchandising plans

Explore concepts and strategies needed to communicate information about products, services, images, and/or ideas to achieve a desired outcome.
Describe design considerations for making a website user friendly
Explain page layout considerations
Design a website
Explain the necessity for clear communication when creating a website
Describe factors that contribute to the effectiveness of online ads
Describe benefits associated with online advertising
Explain how email marketing aids in meeting business objectives
Describe types of email marketing
Explain the difference between text and HTML messages
Explain the capabilities of email as a marketing tool
Write content for use on the Internet
Describe sales promotion techniques for e-commerce

Explore concepts and strategies needed for career exploration, development, and growth.
Analyze career trends in e-commerce
Identify education, skills, and certifications required for careers in e-commerce
Develop a career plan of study for e-commerce marketing
Research professional associations in the e-commerce industry

Implement business ethics, regulations, and safeguards to protect the business and create trust.
Understand implications of e-commerce ethics, laws, and regulations
Identify different forms of security for e-commerce transactions
Identify strategies for protecting a business's web site
Explain factors to consider in maintaining security at various levels
Describe types of viruses
Explain how viruses are introduced into a computer system
Describe strategies to limit viruses and increase security
Describe packet level firewalls
Describe application level firewalls
Describe how hackers access customer information
Explain misconceptions about SSL certificates
Identify methods used to protect private data
Describe the nature of attacks that fraud engines can prevent

Explore the value of participating in student organization to develop leadership skills and career development awareness.
Demonstrate team building skills
Share ideas for team development
Identify leadership skills necessary to develop a career in e-commerce
Lead others using positive statements
Develop team spirit
Enlist others in working toward a shared vision
Share authority, when appropriate
Value diversity
Recognize others’ efforts
Demonstrate leadership skills
Research purposes and goals of student organizations
Research scholarships available through a student organization
Identify opportunities for leadership training and development through student organizations

Accountability Measures, Assessments, or Evaluation Procedures

Required(1) Brainbench Certification:

• Marketing Concepts (or)
• Sales Concepts
• Computer Fundamentals
  

http://www.okcareertech.org/mkted/courseinfo/brainbench.htm

Recommended Additional Brainbench Certifications:

• MS Access
• MS Outlook
• MS PowerPoint
• Business Ethics Awareness
• Business Concepts
• Telephone Concepts
• Interpersonal Communications
• Listening Skills

Required ODCTE Certification:
Skills Standards
http://www.okcareertech.org/testing/Skills%20Standards/Marketing_Career_Cluster.htm

• Business, Marketing, IT Core
  
• Salesmanship

http://www.okcareertech.org/certify


Recommended Industry Certification:

• A*S*K Institute (MarkED)
  

http://www.askinstitute.org

Industry Alignments

Curriculum Resources

Ethics in the Workplace, Goree, 2007, Thomson/South-Western
Marketing 2E, J.L. Burrow, 2007, Thomson/South-Western
http://www.marketxtra.swlearning.com
Marketing Essentials, L.S. Farese, G. Kimbrell, C.A. Woloszyk, 2006, Glencoe/McGraw-Hill, Woodland Hills, CA
http://www.marketingessentials.glencoe.com
Marketing LAPS, (Learning Activity Packets), MarkEd, Columbus, OH
http://www.mark-ed.org
E-Commerce Marketing, Kleindl and J.L. Burrow, 2005, Thomson/South-Western
http://www.ecommkt.swlearning.com
JA Economics, Junior Achievement
DECA
http://www.deca.org
Virtual Business-Retailing, Knowledgematters, Inc.
http://www.knowledgematters.com

This Course Found In These Career Majors