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Essential Information

Offered:

  • SP1, 2010
  • SP2, 2010
  • SP3, 2010 (TBA)

Core Unit for:

Elective Unit for:

Assessment:

  • Assignment 30%
  • Examination 70%

Pre-Requisites:

  • None

UNIT 423: E-BUSINESS STRATEGY


Overview

This unit deals with the principles, practice and content of effective e-business strategy formulation and its translation into workable systems designs and, to a lesser extent, implementation plans. You will gain an understanding of the scope of e-business and its relationship to business in general. You will learn to use a straightforward but robust framework for developing and executing e-business strategy. Most importantly, you will be able to identify how to craft strategies that create intrinsic value and to plan to deploy them in risk-minimising ways.

Aims

After studying this unit you should be able to:

  • define and explain what e-business strategy is and in what contexts it is important
  • identify the kinds of business models used in e-business strategy, along with their broad enabling technologies, and explain how they enhance the value chain
  • use a robust framework for formulating specific and effective e-business strategic initiatives to help improve an enterprise's performance
  • participate in the translation of executive e-business strategic plans into realistic system design plans
  • incorporate effective knowledge management principles and techniques into your strategy and systems design proposals
  • recommend cross-functional e-business systems wherever feasible to maximise e-business initiative value
  • recommend practical ways to risk-manage an e-business initiative
  • recommend and implement suitable performance measurement and management systems and metrics to help ensure e-business initiatives deliver what is expected of them.

Topics

  • e-Business introduction
  • e-Business in practice
  • The e-business strategic plan
  • Design and implementation
  • Knowledge management
  • e-Chain management
  • e-Marketing
  • e-CRM
  • m-Business
  • e-Business performance management

Unit Chair

Tim Lyons
BBus (Marketing), M.Bus (Banking & Finance)

Tim has worked internationally as a lecturer in postgraduate management programs in France, China, Singapore, Vietnam and Hong Kong. He was Assistant Professor in Marketing at IESEG Business School, (Lille, France) and is now Assistant Professor at ISEG Business School (Paris, France). Tim has also lectured in marketing and international business courses throughout Australia—at Monash University, Latrobe University, RMIT and the Securities Institute of Australia in postgraduate, undergraduate and industry based programs.

Tim has extensive experience as a Senior Marketing Manager in Australia, Japan and the Philippines. He is currently completing his PhD in Marketing at the International School of Management in Paris and is Executive Director of Manage China, which has offices along the eastern seaboard of China. He currently resides in Hangzhou, China.

Study Guide Author

Neil Francis
BAppSci, MMktg

Neil has had an extensive career in medical research, the IT industry and marketing. In the IT sector, Neil has held roles across business analysis, software development, management of technical support, sales and marketing. Neil specified, developed, deployed and supported a number of Web and Intranet initiatives during this time. He also has extensive experience in market research. In his current marketing role, Neil consults though his own business to SMEs across numerous sectors. He also lectures in New Venture Marketing, Marketing Strategy and Project Management/New Product Development at the postgraduate level. His focus is on driving positive, measurable results in the practical and competitive business world.