E-C. Development of mobile commerce

SchoolofManagement(PG)AssignmentCoverSheetLearningOutcomes:Whenansweringtheexamquestion,thestudentshouldreflectonhis/herlearningtohelpframehis/heranswer:*OutcomeTypeTeachingPlanOutcomeReferenceLearningOutcome1.K&U2.ICS3.PPSFT/1PT/1DL/1Int/1A1.Understandthehistoricalcontextofthechangesinbusinessandtechnologicalenvironmentsthathaveledtotheemergenceofe-commerce.2.Synthesisekeypointsoflectureandapplytheminthegroupdiscussiontoevaluatetheapplicabilityoftheorytopractice3.Conductingresearch,workingaspartofagroup,discussingandreachingagreementonthetask1.K&U2.ICSFT/2PT/2&3DL/1Int/1B1.Understandthemajorcharacteristicsofthedigitaleconomyanditsimplicationsonbusinessfunctionsandprocesses.2.Relateandusetheories/conceptsdiscussedinthelecturetoevaluatePINorStudentID903DateDue6thMay2004StudentNameWanxinZhangNoofWords5,000ProgrammeandCentreMBAVirtualDelterWordLimit5000Tableofcontents&listofreferenceswillnotbeincludedinthewordcount.Theuseofappendicesisnotpermittedinassignmentsandstudentsshouldbeawarethatworksubmittedasanappendixinanexamprojectwillnotcounttowardsthefinalmarkoftheexamproject.3.PPSchangestothetraditionalvaluechainforagivenindustrye.g.travel/tourism3.Conductingresearch,workingaspartofagroup,discussingandcompilinggrouppresentation1.K&U2.ICS3.PPSFT/3PT/3&4DL/2Int/1C1.UnderstandthemajorB2Cbusinessmodels,criticalsuccessfactorsofdirectmarketingandmanagerialissues2.Criticallyappraisethemodelstoidentifytheirgeneralisabilityinagivenindustrye.g.supermarkets3.Abilitytoconstructane-marketingplanforasmalltomediumsizedcompany;teamworkingandPower-pointpresentationskills1.K&U2.ICS3.3.PPSFT/4PT5&7DL/2Int/2D1.Understandthetheoriesoftechnologyacceptanceasappliedtoe-CommerceandtheirapplicabilityinexplainingECtake-up,consumerdecisionmakingandbehaviour.2.RelateandevaluateB2Ce-Commerceissuesinitsappliedcontext3.TeamworkingandPower-Pointpresentationskills1.K&U2.ICS3.PPSFT/6PT/8&9DL/3Int/2E1.Understandtheobjectives,types,levelsandmethodologiesofECmarketing,advertisementsandpromotions,includingoperationalandethicalissues2.Synthesisetheories&conceptsfromthelectureandvideocasestudy3.Abilitytoworkindependentlyandtopresentownargumentsforopendiscussion1.K&U2.ICS3.PPSFT/7PT/10DL/3&4Int/2&3F1.UnderstandB2Be-Commerce,types,characteristicsandconceptsofoutsourcingandcollaborativeEC.2.Usingtheoriesandconceptslearnt,relateandevaluatetheECstrategyofaspecificgivencase3.Abilitytoworkindependentlyandtopresentownargumentsforopendiscussion1.K&UFT/8G1.Comprehendthevariouse-2.ICS3.PPSPT/11DL/4Int/3businessmodels2.Abilitytoapplyconceptualmodelstoreal-lifeexamples3.Demonstratethroughactiveparticipationinanopenforum,reflexivelearning.1.K&U2.ICSFT/9PT/12DL/5Int/3H1.Haveagoodunderstandingofcurrentandpotentialmarket,environmental,legalandtechnologicalconstraints/enablersofEC.2.IdentifycurrentandfuturedevelopmentsintheECfieldModule:E-Commerce–ExaminationProject(100%)Overthepastdecade,mobilephoneshavebecomepopulararoundtheworld.Japanhasledtheway,Europehasfollowed,andnowevenAmerica(previouslyheldbackbyindustryfragmentation)andAfricaarecatchingon.Butformanymobileoperators,thepricehasbeenhigh:particularlyinEurope,wheretheyrackeduphugedebtswhilebiddingwildlyforthird-generationlicenses(whichpromisedtodeliverthemobileinternetfaster).MobilecompaniessuchasVodaphoneandEricsson,andevenNokia(Europe’ssuccessstoryofthe1990s)arefloundering.Accusationsthatoperatorshavecarried‘price-fixing’havenothelped.Still,theindustrycantakecomfortthatpeopleareusedtopayingformobileservices(unlikeinternetservices).Asaresultseveralservices,suchasmobilegames,multi-mediamessaging(sendinggraphicsorphotos),‘push-to-talk’(a‘walkie-talkie’mode)andwirelesse-mailaretakingoff,asisdigitalcashviaphone.ExtractfromEconomist.com(11July,2003)1.Researchtheliteratureandforwardaworkingdefinitionofmobilecommerceanditsbusinessapplications.Citeexamplesforexistinguseandgivescenariosofpossibleuse.2.Giveabriefexplanationofthedevelopmentofm-commerce,identifyingthereasonsforitsperceivedsuperiorityovertraditionale-commerce.3.Conductareviewofcurrente-commercemodelsandexaminetheirapplicabilitytothem-commerceindustry.4.Discussanyhuman,strategic,operationalormarketissues/limitationsandsuggestoptionstoovercomethem.Cite‘real’examplestosupportyourarguments.5.ConcludebydemonstratinghowthisnewtechnologymightbeutilisedspecificallyintheB2Bsector.Chooseaspecificorganisationtoillustrateyourpoints.BasisofAssessmentMarkersarerequiredtoputcommentsinallthesectionsWeighting%PresentationandStyle(B1)Marker’scomment/sAneasytoread,wellpresentedpaperwiththecurrentreferencingstyle.10EvidenceofReadingandResearch(B2)Marker’scomment/sThereisgoodevidenceofreadingandresearch–moreimportantly,thatthishasbeenputtogooduseinsupportingyourarguments.30UseofappliedexamplesinContext(B3)Marker’scomment/sAppliedexamplesarerelevantandinteresting–althoughIwouldhavelikedtoseemoredrawndirectlyfromcurrentbusinesspracticeratherthansecond-handfromotherpublishedaythors.25DiscussionandInsight(B4)Marker’scomment/sThereisevidenceofdiscussionandinsight.25Conclusion(B5)Marker