COURSE OUTLINE

I.Introduction
     A. General Industry Information 
     B. History
     C. e-Commerce key terms and concepts
     D. Activity 1
II. DM Planning Framework Revisited
III. e-Commerce: How it works
     A. e-Commerce Platforms
          1. Branded platforms
          2. White-label platforms
      B. Payment Getaways
      C. Fulfillment Models
      D. Activity 2
      E. Case Studies: e-Commerce executions of selected brands
      F. Merchandising/product presentation strategies for e-Commerce sites
      G. Marketing your e-Commerce site/page
      H. Customer service.support
      I. e-Commerce Analytics
IV. DM Planning Framework Applied to e-Commerce
     A. Planning
         1. Typical objectives marketers set for e-Commerce     platforms
          2. Example marketing plan part 1
      B. Creating your platform
          1. Typical channels that integrate well with e-Commerce platforms
          2. Example marketing plan Part II
      C. Publicizing
          1. Common practices to publicize your e-Commerce platform
          2. Example marketing plan Part III
      D. Analysis and Optimization
          1. e-Commerce analytics and typical analytical models
          2. Example marketing plan Part IV

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