Foundations of E-Commerce
开始时间: 04/22/2022
持续时间: Unknown
课程主页: https://www.coursera.org/course/ntuecom
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课程详情
In
today’s digital landscape, companies do not have the luxury to treat IT as a
mere support or enabler only. Building digital business models is increasingly
becoming a pre-requisite to survive in the information economy. Digital
strategies and technology platforms must become core to a business, supplementing
and if needed even replacing the bricks and mortar of old economy. This course addresses issues of how companies
can move from “place to space” and compete in the digital economy.
The
course is built around the following three main themes:
- Internal Digital Transformation: transforming the company’s products and
processes.
- Customer Digital Transformation: changing interactions with customers such
that every touch-point has a digital component and leveraging customer data and
information for gaining deep insights into consumer behavior and customer
acquisition and retention.
- Sustaining Digital Transformation: digital strategies are more visible and thus
prone to faster imitation. Protecting a
digital business model through networks, ecosystems and legal means is thus
vital.
课程大纲
Part 1 (Internal Digital
Transformation)
Week 1 - Digital Business Models:
- How
can companies become more digital?
- How
can they build digital business models to supplant or strengthen their physical
bricks-and-mortar models?
- What are the essential
components of an effective digital model?
- What guidelines can a company follow to understand what parts of their
existing business can benefit most from going digital?
Week 2 - Digital Products:
- How
are digital goods different from physical goods?
- What are the economics of digital goods and
why do they pose pricing and distribution challenges?
- How do digital goods create
externalities?
- What role do standards
play in how digital goods can be differentiated and appropriate value?
- Do traditional first-mover advantages still
hold in the information economy
Part 2 (Customer Digital Transformation)
Week 3 - Online Consumer Experience:
- What
kinds of online platforms can companies build?
- What are the best practices related to web site design?
- What social media experiences can brands
leverage?
- How can every touch point with
the customer have a digital component?
- How can companies leverage consumers as evangelists and brand
ambassadors to become a channel and spread the word?
Week 4 - Personalization and Targeting:- What
is the “Internet of Things?”
- How can companies take advantage of ubiquitous
data collection and repositories to do personalization and targeting?
- What are the privacy issues involved in such
data analytics?
- What analytical methods are most applicable for different
industries, including online sites, and can some of these methods be legally
protected?
Part 3 (Sustaining Digital
Transformation)
Week 5 - Networks and Platforms:
- Why
are platforms critical in the digital space?
- What are the characteristics of successful platforms?
- What role do proprietary and open standards
play in creating and expanding platforms?
- What path and strategies can companies adopt to transform from nodes to
networks to platforms to ecosystems?
Week 6 - Intellectual Property Rights:
- How does IP differ from physical property?
- What are the key tenets of IPR?
- What are the legal precedents and evolving
paradigm in online issues related to trademarks, copyrights, and patents?
- What assets can companies protect through IPR
and can companies achieve complete protection?
- How can companies recognize their digital assets and decide on the most
appropriate legal protection for them?
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课程简介
The aim of this course is to understand issues that companies need to address when moving from being offline to online and learn how companies can craft business models where IT is embedded as an integral part of products, processes and customer interactions. You would get to appreciate how IT is changing the way companies create value through networks and ‘coopetition’.
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