Atkinson Graduate School of Management s1

Atkinson Graduate School of Management Willamette University Managing Modern Business Processes (E-commerce and E-government: Strategy and Implementation) GSM651 Spring 2006 Course Syllabus (Draft: December 15, 2005)

Instructor Dr. Kenneth E. Murphy (Ken)

Classroom/Time AGSM 301/Tuesday and Thursday 12:00-13:20 Office 314 Office Hours T,TH 13:30-14:30, 16:00-17:00 and by appointment Phone 503.370.6238 Email [email protected] Course Webpage http://agsm.willamette.edu/courses/

Required “Electronic Commerce 2004: A Managerial Perspective”, Turban, King, Materials Lee and Viehland, Pearson Education, Upper Saddle River, NJ, 2004. (Buy this book USED on the web!)

Case reading packet from Harvard Business School Publishing, Harvard University. See last page for specific case studies. (This is available from the administrative assistant.)

Course Rational Organizations exist to provide value to their customers through the delivery of goods and services. Today, a new channel, The Internet and other network technologies, for goods and services delivery is broadly available, and it has already been widely implemented in order to carry out informational and physical transactions with customers, fellow employees and a host of other stakeholders. The electronic channel for transacting with clients has proved to be far more than just a technology to automate existing processes. It has created entirely new industries and completely redefined many existing ones. Almost every organization today has at least a web presence in which its activities are described, and these same entities are often expected to also be able to consummate their service and product delivery via the Internet. At the same time companies are using these same technologies to learn more about their customer’s behaviors and buying habits in order to develop unique combinations of product offerings.

This course is comprised of three components, the first of which consists of a study of the building blocks and technologies of the Internet and of corporate Internet infrastructures. In this component the student will become conversant in the basic language of Internet technology. The middle portion of the course will present key strategies and implementation issues in B2C, B2B and e-government initiatives. The goal is to present

1 some of the key realities that make the Internet a competitive advantage for those organizations who implement it well. The final component addresses some special topics that are relevant for today’s managers including social networking and outsourcing as well as ethics. .

Course This course will provide an in-depth introduction to students seeking an Description understanding of electronic business in the private, public and not-for-profit sectors. The student will obtain an understanding of the Internet based technologies underpinning product and service delivery through a hands-on interactive application development project. Strategies for B2C, B2B and G2x implementation will be presented and student teams will be responsible for developing their own e-implementation vision and strategy in a real organization. Internet payment systems, security, ethics and privacy will also be covered.

Learning A student successfully completing this course will be able to: Outcomes 1. Understand basic e-commerce definitions and terminology 2. Be aware of the Internet history and the physical components making up the Internet 3. Describe the basic technological components required for implementing e-commerce and e-government initiatives 4. Create a simple website that includes dynamically generated web pages and simple forms for capturing data 5. Understand and have been exposed to basic usability strategies and web site evaluation metrics 6. Be knowledgeable of successful e-commerce business models 7. Be aware of relevant complexities in successfully implementing e- commerce in commercial settings 8. Be aware of considerations for implementing e-commerce in public and not-for-profit environments 9. Understand how payment systems work on the Internet 10. Have been introduced to various levels of security on the Internet and understand how these can be circumvented 11. Have been exposed to common privacy policies for managing client information ethically 12. Have taken part in a team project implementing an e-initiative in a real organization

Course Format A detailed course schedule is shown below for all class periods. Class periods will consist of either informal presentations by the instructor, instructor-led student discussions of the case studies or technical labs. The instructor’s presentations are in some cases designed to correspond with and supplement the material in the course textbook. The textbook should provide additional useful material for the projects, the homework assignments and for background. The business cases are based on field research in real organizations and represent management situations that one

2 might expect to encounter as a business professional. This combination of lectures and case discussions is designed to both present basic knowledge and to allow for practical application of the tools in the e-commerce arena.

Students will be graded on their participation in the case discussions, their performance on homework assignments and on two class projects. In this course there is no attendance policy, but students absent from class will not be given the chance to repeat or makeup any graded work from that particular class. Students attending class, e.g., a case discussion, are responsible for reading all materials assigned for that particular class period.

Case Discussion Twenty-five percent (25%) of the overall course grade will be assigned for a Participation student’s participation in classroom discussions of the business cases and assigned readings. The graded class discussions are clearly listed in the course schedule towards the end of this document. The “Socratic” or “case” teaching method presents the opportunity for the student to find practical solutions to real business problems and to be able to defend these solution proposals among your peers. Case discussions cannot succeed without extensive preparation and participation on the part of the students.

For each business case discussion students will be evaluated on a 0-3 scale based on the depth and significance of the comments made in the course of the discussion. Quality of commentary (and NOT quantity) is the most important factor in determining discussion grades. The combination of all student participation will result in a single 0-3 grade for that discussion. The grading scale can be summarized as follows:

Discussion Grade Explanation 0 Student absent or did not participate 1 Some effort to participate 2 Active participation with quality comments 3 Significant participation with high quality comments

Students are not expected to receive the highest possible evaluation score for every case discussion, but over the course of the semester to receive significant marks for their participation effort. Lack of participation on a given discussion cannot be made up later for any reason, and there are no exceptions to this policy. Students who prepare in detail and actively participate should have no problem obtaining these points.

3 Technology To gain hands-on experience with some of the basic technologies of Project electronic commerce, each student will complete an individual technology project which will be worth twenty-five percent (25%) of the overall course grade. In this project students will learn first to develop static web pages, followed by forms for capturing data and finally to build dynamic web pages to display customer requests using (hopefully) easy to use technologies. In class computer labs will be given to help students begin to master these technologies. Students will then be responsible for creating their own website concept, web pages, forms and data file for capturing information. In the course of this project the student will be required to submit a series of deliverables culminating in a final website. Additional details concerning this project will be made available in an additional handout at the time at which it is assigned.

Tutorial In this project each student will be responsible for creating and introducing a Project brief tutorial related to the course topic. The tutorial or white paper will be a multiple page website document defining a subject clearly, presenting background and context for the study, explaining the current state of the art and finally providing references for the topic. In addition student will be required to stand up in front of the class and present a 10 minute introduction to their tutorial. This project will be worth 25% of the overall grade. Additional details concerning this project will be made available in an additional handout at the time at which it is assigned.

Consulting In the final class activity students will be assigned to perform a “consulting” Project activity either individually or as a team with a maximum size of 2 students. This project will also be worth twenty-five percent (25%) of the overall course grade. Each student/team will choose a real organization to study and be directed to provide a design and implementation plan for moving the organization forward with respect to the incorporation of technology or outside organization in support of a business process. The first component of the analysis is to document the current and desired strategy, organization design including processes and the supporting IT. Given this information the student/team will then propose possibilities for moving the organization forward and finally justify a specific choice.

In the course of the project the student/team will also be required to submit a series of deliverables culminating in a final report and presentation. Each student/team will be required to actively participate in the final project presentation, that is, each member of the team will be required to present a part of the results of their team’s analysis to the remainder of the class. Additional details concerning this project will be made available in an additional handout at the time at which it is assigned.

Homework There are no homework assignments in this course.

4 Quizzes There are no quizzes or tests in this course.

Academic We are a community of learners. Our professional commitment is to create Expectations an environment that advances the science and practice of managing organizations. As individuals, we conduct ourselves with honor and integrity, treat everyone with respect, take responsibility for our actions, and fulfill our promises.

Examples of conduct consistent with this expectation include:  Taking initiative  Crafting solutions  Completing assignments according to an agreed schedule  Offering constructive criticism and accepting it appreciatively  Taking responsibility for our own learning and that of others

We expect someone who observes or learns about behavior inconsistent with our expectations of conduct to initiate corrective action by clarifying the situation and encouraging the responsible party to act appropriately. In the case of a violation of School or University policies or the laws of relevant jurisdictions, notify the appropriate enforcement authorities.

Students with Students requesting accommodations for a disability must be registered and Disabilities certified through the Willamette University Disability Services Office (Bishop Wellness Center; http://www.willamette.edu/dept/disability/). Contact the Disabilities Services Office at 503-370-6471.

Evaluation Final course evaluation will be based on a weighted average of scores on all evaluated work. The weights are: Total Participation on case discussions (8 out of 10) 25% Technology Project 25% Tutorial Project 25% Consulting Project 25% Total 100%

Final course grades will (tentatively) be assigned on the following scale: A 94-100 A- 91-93 B+ 88-90 B 81-87 B- 78-80 C 70-77 F <70

5 Tentative Schedule: E-Commerce and E-Government: Strategy and Implementation (GSM651)

Date/Time Topic Reading (for next class)

Part One: Foundations of Electronic Commerce and Internet Technology

Jan. 17 Principles of and Evolution to the Networked Turban Chapters 1, 2 Economy

Jan. 19 A Framework for Classifying Net-Enhanced Turban Technical App B Organizations

Jan. 24 Lab 1: Introduction to HTML Turban Technical App A

Jan. 26 Infrastructure (Part 1) Turban Technical App B

Jan. 31 Lab 2: Capturing Information on the Web Turban Technical App A

Feb. 2 Infrastructure (Part 2) TBD

Feb. 7 Lab 3: Querying on the Web Turban Chapter 3

Part Two: Net-Enhanced Business Processes and Strategy

Feb. 9 Retailing and Electronic Commerce Amazon

Feb. 14 Case 1: Amazon.com--2002 Turban Chapter 4

Feb. 16 Multi-Channel Retailing Canadian Tire

Feb. 21 Case 2: Canadian Tire Multiple Channel Retail Turban Chapter 5

Feb. 23 Marketing and Advertising Bankinter

Feb. 28 Case 3: Customer Acquisition at Bankinter Turban Chapter 6

March 2 Business to Business (B2B) E-Commerce Li & Fung

March 7 Case 4: Li & Fung Turban Chapter 7

March 9 B2B Exchanges and Portals Healthcare Exch. Canada

6 Tentative Schedule: E-Commerce and E-Government: Strategy and Implementation (GSM651)

Date/Time Topic Reading (for next class)

Part Two: Net-Enhanced Business Processes and Strategy (con’t)

March 14 Case 5: Global Healthcare Exchange Canada Turban Chapter 8

March 16 E-Supply Chains and Collaborative Commerce Eastman Chemical

March 21 Case 6: E-Supply Chain at Eastman Chemical Turban Chapter 9

March 23 Digital Government Electronic Srvc. Delivery

March 28/30 Spring Break-Enjoy your time off!

April 4 Case 7: Electronic Service Delivery Free Internet Initiative

April 6 Case 8: The Free Internet Initiative Turban Chapter 10

Part Three: Special Topics

April 11 Mobile Commerce (M-Commerce) and TBD Ubiquitous Computing

April 13 Guest Lecture: When and Why to Outsource Evergreen

April 18 Case 9: Evergreen Investments: Mobile CRM TBD

April 20 Guest Lecture: How to Choose a Outsourcing iPremier Partner

April 25 Case 10: The iPremier Co.: DOS Attack (A) TBD . April 27 Guest Lecture: How to Manage the Outsourced (None) Relationship

May 2 Consulting Project Presentations (None)

May X Consulting Project Presentations (if necessary)

Turban: “Electronic Commerce 2004: A Managerial Perspective”, Turban, King, Lee and Viehland, Pearson Education, Upper Saddle River, NJ, 2004.

7 Reading List: E-Commerce and E-Government: Strategy and Implementation (GSM651) Dr. Kenneth E. Murphy Spring 2006

Textbook Electronic Commerce 2004: A Managerial Perspective”, Turban, King, Lee and Viehland, Pearson Education, Upper Saddle River, NJ, 2004.

(Note: Buy this book used on the web.)

Cases and Articles (Harvard Business School Publishing) Product Number (In order of their assigned reading dates)

Case 1: Amazon.com--2002 9-803-098

Case 2: Canadian Tire Multiple Channel Retailing 902A14

Case 3: Internet Customer Acquisition Strategy at Bankinter 9-103-021

Case 4: Li & Fung (A): Internet Issues 9-301-009

Case 5: Global Healthcare Exchange Canada: Trade Exchange Adoption 902A23

Case 6: Constructing an e-Supply Chain at Eastman Chemical Co. HKU222 (2002)

Case 7: Electronic Service Delivery Implementation and Acceptance Strategy HKU223 (2002)

Case 8: The Free Internet Initiative in LaGrange, Georgia 9-302-041

Case 9: Evergreen Investments: Mobile CRM 9-605-057

Case 10: The iPremier Co.: Denial of Service Attack (A) 9-601-114

(These readings will be available for purchase as a packet from the administrative assistant on the 3rd floor of Atkinson.)

Additional readings when necessary will be made available for download in Class Tools or pickup from Jeanne Hobson (3rd floor Administrative Assistant).