Published by National Vocational and Technical Training Commission Government of Pakistan Headquarter Plot 38, Kirthar Road, Sector H-9/4, Islamabad, Pakistan www.navttc.org Author Rabia Nawaz Khan, Instructor, TEVTA Punjab Responsible Director General Skills Standard and Curricula, National Vocational and Technical Training Commission National Deputy Head, TVET Reform Support Programme, Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH Layout & design SAP Communications Photo Credits TVET Reform Support Programme URL links Responsibility for the content of external websites linked in this publication always lies with their respective publishers. TVET Reform Support Programme expressly dissociates itself from such content. This document has been produced with the technical assistance of the TVET Reform Support Programme, which is funded by the European Union, the Embassy of the Kingdom of the Netherlands, the Federal Republic of Germany and the Royal Norwegian Embassy and has been commissioned by the German Federal Ministry for Economic Cooperation and Development (BMZ). The Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH in close collaboration with the National Vocational and Technical Training Commission (NAVTTC) as well as provincial Technical Education and Vocational Training Authorities (TEVTAs), Punjab Vocational Training Council (PVTC), Qualification Awarding Bodies (QABs)s and private sector organizations. Document Version July, 2013 Islamabad, Pakistan Foreword The National Vocational & Technical Training Commission (NAVTTC) developed a National Skills Strategy (NSS) after extensive research and consultation with experts and stakeholders including policy makers and representatives from Industry, Academia and the Provincial Government departments dealing with technical and vocational training. The strategy aims at establishing a regime that facilitates competency-based and demand- driven training and assessment. NAVTTC has developed competency-based training programs with the technical support of TVET Reform Support Programme (TVET-RSP), which is funded by the European Union, the Kingdom of the Netherlands, the Federal Republic of Germany and the Royal Norwegian Embassy. The Programme has been commissioned by the German Federal Ministry for Economic Cooperation and Development (BMZ) and is being implemented by the Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH in close collaboration with NAVTTC. These vocational training programs have been approved by the National Curriculum Review Committee (having representation from all over the country from TEVTAs and industry) for implementation in Public and Private Training institutions. The purpose of developing competency-based training programs is to equip the learners with modern skills and knowledge for each of the trades to meet the requirements of local as well as international markets. These training programs include competency standards, qualification, curriculum, assessment material and teaching & learning material that will aid in implementation of competency-based and demand driven training in the country. This Teaching and Learning Material is part of the competency based training program exclusively developed to support the implementation of CBT curricula. This Material is intended for the use of learners undertaking training in National Vocational Certificate Level-4 in Marketing and Advertising (E-Commerce) under the guidance of experts and appropriate trainers. This Teaching and Learning Material has been designed in consultation with industry, academia and researchers to ensure that the material is relevant and current. On behalf of the Federal Government/NAVTTC, I wish to express my sincere appreciation and gratitude to all subject matter experts, industry representatives and TVET-RSP experts who have diligently contributed in producing this valuable Teaching and Learning Material. Executive Director National Vocational & Technical Training Commission (NAVTTC) Introduction E-commerce or Electronic Commerce is an area of business or occupation in which buying and selling of goods and services, or the transmitting of funds or data, through internet are carried out. E-commerce has gained substantial importance in recent years and have opened opportune for learners to become entrepreneur by getting knowledge and skills required. The National Vocational & Technical Training Commission (NAVTTC) has developed a national qualification entitled, “National Vocational Certificate Level-4 in Marketing and Advertising (E-Commerce)”. Relevant industry and employers were consulted in the design and validation processes in order to come up with a national qualification that fulfills the requirements of the sector in general and the occupation in particular. This Teaching and Learning Material (TLM) is developed based on competency standards and curriculum of the E- Commerce national qualification. It carries a learning volume of 80 credits and includes five learning modules which are as under: Module 1: Business Analysis Module 2: Web Design / Development Module 3: Quality Assurance Module 4: E-Marketing Module 5: Legal and Ethical Aspects This TLM provides support for more effective training and productive learning. Each of the learning modules contains learning outcomes and information regarding learning elements in the form of knowledge, skills and attitudes. At the end of every learning module are Frequently Asked Questions (FAQs) and Test Yourself which will help learners in self-assessment before proceeding to modular or final assessment. Table of Contents Module Learning Unit Title Page Business Analysis 1 1 Concept and Terminologies 3 2 Market Intelligence 15 3 Requirement Analysis 19 4 Requirement Designing 21 1 5 Test Case Design 29 Summary of Module 34 Frequently Asked Questions (FAQs) 35 Test Yourself 36 Answer Key 38 Web Designing/Development 39 1 Software Language (Web Development) 41 2 Framework 53 3 Database 65 4 Security (HTTPS) 84 2 5 Payment Modes 91 Summary of Module 96 Frequently Asked Questions (FAQs) 97 Test Yourself 98 Answer Key 100 Quality Assurance 101 1 Validation and Verification 103 2 Testing 106 3 Summary of Module 129 Frequently Asked Questions (FAQs) 130 Test Yourself 131 Answer Key 132 E-Marketing 133 1 Search Engine Optimization (SEO) 135 2 Supply Chain Management (SCM) 150 3 Social Media Marketing 155 4 Summary of Module 162 Frequently Asked Questions (FAQs) 163 Test Yourself 165 Answer Key 167 Legal and Ethical Aspects 169 1 Ethics and Professional Conduct 171 2 Planning of Business Process Activities 176 3 Awareness to Rights 180 5 Summary of Module 183 Frequently Asked Questions (FAQs) 184 Test Yourself 186 Answer Key 188 Module 1: Business Analysis Module 1: Business Analysis Learning Outcomes After completion of this learning module, you will be able to: Understand the basic concepts of E-Commerce Use market intelligence to identify market demands Analyze and document requirements Create software design Develop test cases for requirements Teaching and Learning Material: Marketing and Advertising (E-Commerce) | 1 Module 1: Business Analysis 2 | Teaching and Learning Material: Marketing and Advertising (E-Commerce) Module 1: Business Analysis Learning Unit 1: Concept and Terminologies Overview E-Commerce is a concept applicable to any type of business or commercial transaction that involves the transfer of information via the Internet. After completing of this learning Remember unit, you will able to understand growth and development of E-commerce, E-tailing or E-commerce is all virtual storefronts, Electronic Data Interchange (EDI),Electronic Funds Transfer (EFT), about trust Categories of E-commerce Types of E-commerce sites and E-commerce related issues customers pay you like currency conversion, copy rights etc. for a product without being able to size up your store, employees or even your product. 1. Evolution of E-Commerce A timeline for the development of e-commerce is as under: E-Commerce 1979: Michael Aldrich invented online shopping. It is the buying and selling of goods and 1984: EDI, or electronic data interchange, was standardized through ASC X12. This guaranteed services, or that companies would be able to complete transactions with one another reliably. transmitting of funds or data over an 1992: Compuserve offers online retail products to its customers. This gives people the first chance electronic network to buy things off their computer. primarily the internet. 1994: Netscape arrived. Providing users a simple browser to surf the Internet and a safe online transaction technology called Secure Sockets Layer. 1995: Two of the biggest names in e-commerce are launched: Amazon.com and eBay.com. 1998: DSL, or Digital Subscriber Line, provides fast, always-on Internet service to subscribers across California. This prompts people to spend more time, and money, online. 1999: Retail spending over the Internet reaches $20 billion, according to Business.com. 2000: The U.S government extended the moratorium on Internet taxes until at least 2005. Do you know! 2005: First Internet Retail Conference and Exhibition. The final release of VirtueMart. Magento E-Commerce 2006: Google debuts google checkout. solution was launched by Varien 2010: Magento mobile is released allowing store owners to create native mobile storefront apps. in 2002. E-commerce gets serious about social media and more personal conversations taking place between business and consumer. 2013: US E-commerce