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FYCS

The document outlines a syllabus for a course on E-Commerce and Digital Marketing, emphasizing the significance of these fields in modern business. It covers various topics including the introduction to E-Commerce, its environmental factors, trends, and the implications of digital marketing strategies across social media platforms. The syllabus also addresses the challenges and opportunities presented by E-Commerce and Digital Marketing in different sectors.

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3 views60 pages

FYCS

The document outlines a syllabus for a course on E-Commerce and Digital Marketing, emphasizing the significance of these fields in modern business. It covers various topics including the introduction to E-Commerce, its environmental factors, trends, and the implications of digital marketing strategies across social media platforms. The syllabus also addresses the challenges and opportunities presented by E-Commerce and Digital Marketing in different sectors.

Uploaded by

rohankoroth240
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© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Vipul’s’ E-COMMERCE /AND ) DIGITAL a MARKETING SYLLABUS ves: ‘fo understond increasing significance of E-Commerce and its applica Various Sectors. tions in Business and ro provide on insight on Digital Marketing activities on various Social Media platforms and its ‘emerging significance In Business, ‘To understond Latest Trends and Practices in E-Commerce and Digital Marketing, along with its Challenges and Opportunities for an Organisation. Module / Units No. of Lectures Introduction to E-Commerce: = Ecommerce: Meaning, Features of E-commerce, Categories of E- le commerce, Advantages and Limitations of £-Commerce, Traditional Commerce and E-Commerce. Ecommerce Environmental Factors: Economic, Technological, Legal, Cultural and Social, «Factors Responsible for Growth of E-Commerce, Issues in implementing E-Commerce, Myths of E-Commerce. © ~\Ampact of E-Commerce on Business, E-commerce in India. . Trends in E-Commerce in Various Sectors: Retail, Banking, Tourism, Government, Education. © \ Meaning of M-Commerce, Benefits of M-Commerce, Trends in M-Commerce. 15 E-Business and Applications: le © \ E-Business: Meaning, Launching an E-Business, Different Phases of Launching an E-Business. * ,/\mportant Concepts in E-Business: Data Warehouse, Customer Relationship Management, Supply Chain Management, Enterprise Resource Planning. «Bricks and Clicks business models in E-Business: Brick and Mortar, Pure Online, Bricks and Clicks, Advantages of Bricks and Clicks Business Model, Superiority of Bricks and Clicks E-Business Applications: E-Procurement, E-Communication, E-Delivery, E- Auction, E-Trading. : © \Alectronic Data Interchange (EDI) in E-Business: Meaning of EDI, Benefits of EDI, Drawbacks of EDI, Applications of EDI. Website: Design and Development ‘of Website, Advantages of Website, Principles of Web Design, Life Cycle Approach for Building a Website, Different Ways of Building a Website 15 Digital Marketing: Payment, Security, Privacy and Legal Issues in E-Commerce: : ~ Issues Relating to Privacy and Security in E-Business. «© vElectronie Payment Systems: Features, Different Payment systems: Debit Card, Credit Card, Smart Card, E-cash, E-Cheque, E-wallet, Electronic Fund Transfer. = Payment Gateway: Introduction, Payment Gateway Process, Payment Gateway Types, Advantages and Disadvantages of Questi Payment Gateway. ee ‘© Types of Transaction Security. © \- ECommerce Laws: Need for E-Commerce laws, E-Commerce Laws in India, Legal Issues in E-commerce in India, IT Act 2000. 1s Q1 “© \ Introduction to Digital Marketing, Advantages and Limitations of Digital Marketing. * Various Activities of Digital Marketing: Search Engine Optimization, Search Engine Marketing, Content Marketing and Content Influencer Marketing, Campaign Marketing, Email Marketing, Display Advertising, Blog Marketing, Viral Marketing, “Podcasts and Vodcasts. ‘© \ Digital Marketing on various Social Media platforms. Online Advertisement, Online Marketing Research, Online PR. Web Analytics. Promoting Web Traffic. Latest developments and Strategies in Digital Marketing. __. Total E-Commerce v3 wT 1 MODULE - I: Introduction to E-Commerce Chapter | E-Commerce Meaning (A 1.2 Features of E-Commerce (> 1.3. Categories of E-Commerce Business 1.4 Sub-Categories of E-Commerce Business. 1.5 Advantages and Limitations of E-Commerce 1.6 Traditional Commerce v/s E-commerce ( 1.7. E-Commerce Environmental Factors: Economic, Technological, Legal, Cultural and Social<* 1.8 Factors Responsible for Growth of E-Commerce’? 5\ 1.9 Issues/Challenges in Implementing E-Commerce w\ba 1.10 Myths of E-Commerce 37° (9\( 1.11. Impact of E-Commerce on Business 13\¢. 1.12 E-Commerce in India ~ 1.13 Trends in E-commerce in various Sectors: Retail, Banking, Tourism, Government, Education 1.14 M-Commerce: Meaning, Advantages, Limitations and Trends 1.15 Questions = ————X—X—————_—_ ET vipa ecommerce nd Deal Marketing 1 MEANING: ; ce or Electronic commerce is conducting bus hoon the electronic medium. It is performance of Trade ee rrade on online platforms using the internet. Tran ares junds data and performance of Services Over the ink Exn also be referred as E-Commerce if it involves the mo Ecommen Stieys worth. Examples of Ecommerce websites incugg Nowe, ipkart, Shopify, Myntra, eBay, Quikr, and Qj jusines to Business (B2B), Business to Customer (B2C), Cust fo customer (C20), and Customer to Business (C2B) are examples of E-Commerce (C28). 1.2 FEATURES OF E-COMMERCE: (Nov. 16, () Ubiquity: E-Commerce is known for its ubiquity. It: pervasive and universal. It is available and accessible and 365 days in a year. Its available anywhere and any as long as the internet connection is available. The reach of ecommerce is what makes it so unique ‘ appealing (2) Interactivity: Technologies used in e-commerce consumer interactions easy and seamless. This adds to at individual's experience. It helps in engaging and retaining consumers attention and interest on the platform, algorithms used by the make the low contact e-commerce filled with interesting features. @) Personalization: Technologies within e-commerce allow the personalization and customization of marketing sroups or individuals receive. For example, prod recommendations based on a user's search history on a We site that allows individuals to create an account. (@ Information: E-Commerce provides a world of i about products, its variants, features, benefit consumers to make a purchase detsion, It aley their feedback which helps other shoppers in their purchase | decisions, This makes the shopping. experience more authentic and genuine. A mix of positive and negative reviews can help create more transparency in the purchase process. Product Comparisons: Product comparison enhances shopping experience and leads to more fulfilling purchase journey for the consumers. It also increases website traffic and resulting into high sales. Consumers are able to assess the ‘characteristic features of the product side-by-side, instead of Visiting several stores. Live Chat: Live chat acts a human voice to assist the transactions over the internet. It can be used effectively in closing the sale. Customer queries & doubts can be solved on a real time basis, There are several live platforms that solve customer queries and leads to higher tumaround of sales. It also fulfils the human element that is missing in the e-commerce transaction. Product demos: Video based product demos help in educating the consumer about the products It is informative and reduces return rates. It helps consumers make an informed decision about their purchases and solves any. doubts or queries about the usage, features or benefits gained from the product. 3 CATEGORIES OF E-COMMERCE BUSINESS: E-commerce companies can be divided into two major tegories on the basis of online and offline presence. It is as pllows: ft) Pure click companies: Pure click companies represent one end of the continuuum in terms of medium of transactions. Such organisations do not have any physical existence where ‘customers can visit the store and do shopping. They have an e-existence ie. their presence is only online through a ‘website. Search engines, content sites, commerce sites, GPE vipat eComnercean Data Marengo transaction sits 08 Companies. For example Brick and Click companies: Brick and click compan opresent the midale ground of the continuum in termy 9 we tjom of trancactions. Brick and mortar Fepresent the i sae these companies enjoy thebestof both the worlds. Tha) presence is seen physically and electronically. For exam Shoppers stop, Global Desi, Tata CLiQ, et. Ecommerce companies can also be divided into several depending upon the buyer and seller. They are as follows: (a) Business to Business (B2B): When the commer transaction between two business organisations take place fan online mode, then it is known as B2B e-commer Flectronic Data Interchange (EDI) enables fulfilment of su transactions For example, [Link] ‘ome of the type of Pure iF Flipkart, Obx etc. ‘i @ (@) Business to Consumer (B2C): B2C is the most common mo. of business in which the organisation and consumer en into a transaction. For example, [Link], amazon, [Link], etc. @) Consumer to Business (C2B): This is a unique busi ‘model in which the consumer determines the prices of goods Tt uses the reverse pricing model. For example, the erstwhil e-bay model, Shutterstock, Fiverr, etc. (4) Customer to Customer (C2C): This type enables two or consumers to enter into transaction with each other in electronic mode. Generally, it uses auction-style model, of the examples of such model is [Link] 1.4 SUB-CATEGORIES OF E-COMMERCE BUSINESS: (2) Retail: In this the enterprise sels goods directly to co without any middlemen. For example, Titan selling it Watches through the website -[Link] @) Wholesale: In this scenario, the busifess sells goods in bi {ypically to a retailer that then sells them to consumers. €g: Alibaba - [Link] [Link]/ Ecommerce 13 cg (@) Drop shipping: In this the sale of a product, which is ‘manufactured and shipped to the consumer is done by a third party. For example, Zappos started as a drop shipping company then transitioned to handle their own inventory ‘once they wanted more control over their business. Crowd funding: This is a very popular technique to raise capital for a business. In this money is collected from customers in advance. The transfer of goods happens after collection of sufficient cash from the customers. For example, Catapooott founded by Satish Kataria is a crowd funding platform for startups to Parallel Cinema and from DJS Racing. Car to India’s leading political party. It has helped fund raisers bring to life creative, sports, and political projects, social enterprises and business startups. Subscription: In this the automatic repeated purchase of a product or service on a regular basis takes place until the subscriber chooses to cancel. Birchbox is a New York City- based online monthly subscription service that sends its subscribers a box of four to five selected samples of makeup, for other beauty related products. The products include skincare items, perfumes, organic based products, and various other cosmetic. Aggregator: In this a firm that does not produce or warehouse any items and collects or aggregates information fon goods/services from several competing sources at its website. The firm creates an environment which draws Visitors to its website and in designing a system that allows ‘easy matching of prices and. specifications. For example, la, Uber, Oyo, etc. are known as aggregator service providers Affiliate: Its a popular e-commerce transaction in which an enterprise agrees to pay an affiliate in exchange for providing an advertisement and link to the merchant's website, Each sale generated as a result of a customer “clicking through’ from an affiliate to the merchant results in a small ‘commission for the affiliate. This leads to a stream of revenue to affiliates. It also brings the host merchant new trafic. It is 5 @ SBR tery econ Dit ta gl she waters Fipkare jaring i ee eetnisons upto 15% on eve ‘hr the merchants and one could mg product sold. 15 ADVANTAGES AND LIMITATIONS E-COMMERCE: ADVANTAGES OF E-COMMERCE: (Nov. 1 E-commerce is equipped with a number of advantages wh induder (a) Global reach: E-Commerce reaches customers all over CEE they can make a purchase anywhere and any Thus offering maximum convenience at consi fngerpe. There are very few physical limitations for products to reach the consumers. 2) Lower cost and greater profit: The nature of E-Commi busines is such that the cost of office space at mult locations can be avoided. There is huge savings on real eta space. Also, due to online nature of business, the cost logistics and supply chain is relatively low. There are few or no intermediaries involved which again leads savings of cost. ©) Customer Insights: By tracking customers digital footprint and using advanced predictive analytics, the custome entire user journey can be studied to gain insights keywords for search advertising, user experience, marke message, pricing strategy, et (@ Information: In a physical store merchants can provide only limited amount of information on a product. On the ofhel hand, e-commerce websites allow the webspace’ to hi information such as demo videos, reviews, and ust testimonials to help increase sales, ©) Customisation: E-Commerce firms use artifical intel snd algritns fr proving cance cote Provides product. recommendations Wo its nei ecommerce ore 7 turnover. Showing the most relevant content to each visitor is 4 sure shot way of boosting sales inthe long run (6) Easy Scaling up: The expansion of an online company is not contingent on the availability of physical space. Inventory ‘management and logistics can be an issue if the business scales up but it won't be such a big problem in case ofa brick: and-mortar business. It is relatively easier for E-Commerce firms to scale up or down their operations. They can take advantage of the unlimited webspace depending on the ‘market trend and consumer demands. LIMITATIONS OF E-COMMERCE: (@) Security: E-commerce sites record all the important details about the customers. It is important to Keep it secured as it included erucial information like name, phone no, address, land bank details. Many businesses fall prey to the malicious hackers eho steal customer information from their database Not only could this have legal and financial implications but also reduce customer trust. No personal touch: One of the biggest limitations for e-commerce is the lack of personal touch in the buying process. Many consumers prefer visiting a physical store and interacting with sales associates. Such personal touch is important to make the buying process experiential and allow ‘the consumer to inspect the product IT infrastructure: IT infrastructure is the backbone on which the e-commerce transactions are based. Availability of internet, computer or mobile, servers, etc. is an important, clement for e-commerce. But it acts as a hindrance for consumers due to poor internet penetration, and secured IT ‘Quality concerns: What is shown is not what is sold. This has become a challenge faced by several consumers. Sometimes first copy or duplicate products are also sold on the genuine and popUlar e-commerce sites, Sub-standard quality of goods sold on e-commerce deters many from buying online, @ @) @ o © srr wesrroremninesitiatanl country, comme’ delivered on time: Also, they are not abi meee oRoane mers have 1 PY cre bent of Jw pes Sommers ses f ane or etn products: Certain goods require anata ft rm the consumer ut from ther en seeker oto ine ad ney Bast Be spent fey rs use cecion 50 ve 10 no ispection azapsing he prc, many consumers prefer fi a prado cngories ke ges and evel Sore cston ee 1.6 TRADITIONAL COMMERCE v/s E-COMMERCE: (Oct. 18; Nov. 1! [se ts of Traditional E-Commerce No. | Comparison. Commerce 1 | Definition: | Traditional- E-Commerce isa Commerce isan | modem form of oldest form of face to | electronic buying {face buying and _| and selling of goods selling of goods and_| and services via services in a physical | internet. store. 2 | Time or The duration of [It is available round. ‘Accessibility: | business operations, | the clock - 247 is stipulated by law |365, There is no and is dependent on. | imitation of time on| the type of business. |its business wr ° Processing of Transactions: [The give and take of goods or services and payments is ‘manual and time The give and take of | goods or services land payments is online, automatic consuming, and time saving. [The touch and feel of | The touch and feel of the product is the product is not possible in possible in e- traditional commerce as it permits the physical inspection of goods or services. commerce as it does ‘not permit the physical inspection ‘af goods or services. [Customer in traditional In e-commerce there interface or commerce there is _|is no face to face contac | face toface interaction with interaction with customers. In fact, customers. These are | there is screen to face high contact services. interaction. These are low contact services. Coverage or | Traditional E-Commerce has a Reach of {commerce has local | worldwide coverage Business: |orlimited lorreach ofthe geographical reach. _|business. Delivery: | Traditional E-Commerce commerce facilitates | facilitates distant instant and real time | delivery of goods. It delivery of goods. | [Link] least couple cof days for good or services to be delivered to [consumers. Variety: | Traditional E-Commerce Commerce does not | provides variety of provide variety due | goods and services. to the physical ‘There are limited s a straints of the Sore size and the and Dal Marketing mt | physical store size Tateoductions:| business, product Srents required | the investments investments Te forit. required for it, > [Product _|intwaditional In e-commerce, tig Pitreductions take lot |a product on a Sreme and money. It] website and obtain simpler to introduc, of intermediaries, overhead, inventory, and limited sales reduce the | organization's profit mediate cust waytne aa emerge _|fedback rape ie atomet Oa E car Jincoventnal [commer big 10 |Oreteete [mere the cons the Dusines fo increase profits by increasing sales, decreasing exp ‘and streamlining operations 1.7 E-COMMERCE ENVIRONMENTAL — FACTO} ECONOMIC, TECHNOLOGICAL, — LEGAL ‘CULTURAL AND SOCIAL: Businesses operate in a dynamic environment. This ext business environment is composed of Economic, Technolo Legal, Cultural & Socal factors. The extemal envir conditions that have an impact on a company are typicall beyond the control of management and are (1) Economic Factors: Economic factors interest rates, foreign exchange rates, economic pattems, FDI etc. It directly influences the ‘operations in terms of demand, supply, pricing, revenue and profits. The overall economic prosperity of Organizations target developed countries as developing economies for higher internet-based (Nov. 16, 1 constantly changing. include inflation onstraintsofa FO" ror a ‘The globalization has encouraged the development of asingle market for trade and commerce across boundaries. The impact of the social and the cultural differences between countries has reduced due to this. This has led to standardization of prices, reduction of intermediaries and given rise to varying models of businesses for e-commerce Various governments are open to this new form of e-commerce, They are encouraging breeding of e-commerce in their country due to obvious benefits to all the stakeholders Political and Legal factors: Political and Legal factors include tax policies for individuals and businesses, fiscal policy, trade tariffs, political ideology, stability in the economy, approach esses (pro or anti), laws of the land, ete. Legal very important for the businesses globally Non-compliance can result in financial losses, Joss of image and reputation. Any tussle with the law can be a costly affair. ‘That is one of the reasons that most e-commerce companies have a separate team to take care of the legal issues across different nations, The E-Commerce companies have to be careful about the applicable laws and compliance regionally, nationally and internationally. Countries are developing ethical code of conduct related to laws advocating the correct, use of the internet. One of the biggest concems of users is, the threat to privacy. It is a moral right every individual, enjoys from intrusion‘in their personal affairs. Consumers are very much concerned for the protection of their online identity as they share their personal and financial information. It is pertinent to protect contact information, consumer profile, and behavioural information of the users from hackers and industrial espionage. Organizations should commerce cor B eee Minanenccm 2 8 FACTORS RESPONSIBLE FOR GROWTH OF another pertinent Mevelopments in E-COMMERCE: (Nov. 17; May 19) thrives on the eo arent on een fomag) Eevee oy ESommete ut re The 2 ily depencommerce brands are Inq overnment of nia has promoted E-Portals or Websites for ecommerce including compulsory online reservation, applications, payments, auctions, and publie-procurement. For example, [Link] [Link] is India's Government to Business E-portal. The services include industrial license, company affairs, PAN and other CBDT (Central Board of Direct Taxes) related services, importer-exporter code, and state services like application of several industrial and other business establishment NOCs, MSME registration, and allotment of scarce raw-materials ike coal Digital India: It is one of the highly ambitious projects that focuses on transforming India into a digitally empowered land knowledge economy. The key areas are: (1) Build digital infrastructure as a core utility; (2) Service to government and the people; and (3) Enable digital empowerment of citizens. Start Up India: This programme is designed for building entrepreneurship eco-system that nurtures Innovation and Startups. The government of India has taken steps such as providing funding support through a "Fund of Funds” with a Corpus of INR 100 billion; a USS 15 billion ‘Start-up India hhub which would serve as a single point contact for the star ‘up ecosystem, tax exemptions for the initial three years and faster ext for start-ups. Make in India: This initiative is aiming for boosting India’s industrial development. The key steps taken by the Government of India are improving the business ‘environment in the country and enabling manufacturing, and Sllowing FDI in key sectors. Key pillars of this programme fare research, innovation and conducive business fe The reason that Amazon is fron Pers wo because itis technologically ahead of of the thas manage its customer experience so Wel hat opal i very hgh. In this way technoleBy 1s 8m Pepsin pusneses and in case of eo technological factors acquire a very special importance, (@ Soce-colturl factors: These factors determine poychographic profile ofthe economy. It considers rel ‘behaviour patterns, social class, influence of festivals, ete. Several e-commerce companies announce season sale or big billion-day sale around festive seasd®) Several consumers spend heavily during their reli festive times, India being a collectivist economy, the buying decisions are based on the opinions of family fiends. So, several e-commerce companies are capturing through their promotional content on television or pf Their ads are also leaning on the slice of life compon ‘exhibiting the joys of family and friends in being together ‘making decisions together. Social factors influence co! attitudes, values, ethics, and lifestyles. This in turn i ‘what, how, where, and when people purchase product services. It is difficult to predict, define, and measure as very subjective. These beliefs and attitudes also people pass through different life stages. Changing rol Fronght ere azn ino ores increasing family incomes, heightening demand for — soos snd evn

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