The growth of the Internet continues to have a tremendous influence many aspects of human life. One area this impact is most widely felt is commerce, where Internet has not only transformed existing market structures but also given rise to new markets. Some of these effects include emergence of Internet and mobile commerce, reorganization of supply chains, peer-to-peer markets and social commerce.
This course focuses on building a set of strategic and analytical tools that will give students a systematic approach to analyzing and understanding digital markets and how they interact with physical channels. The course will develop a core framework that focuses on customer behavior, firm and channel competition, and the effect of technology on these market forces. The framework will be used to answers questions such as:
- How are digital products and services fundamentally different?
- What are the differences between Internet and Brick-and-mortar retail and how do they interact with each other?
- How does digital commerce affect B2B applications?
- How do consumers make choices between different channels and how should firms respond to phenomenon such as show rooming?
- What is the impact of digital commerce on developing countries like India and China? What are differences between digital commerce in these countries vis-a-vis the western world?
This course will include the following topics:
E-commerce Business Models
Understand the behavioral foundation of various e-commerce business models, including Internet retail, e-commerce marketplaces, subscription commerce, curated commerce, etc.
Pricing in Digital and Physical Channels
Strategies that be used to price in digital channels, such as freemium pricing, subscriptions, dynamic pricing. You will also learn how pricing leads to interaction between digital and physical channels, and how to perform data analysis to price in these channels.
Improving the Supply Chain
Explore and discuss how companies can leverage e-commerce for performance gains like profitability, market share and improved customer service. Understand how to opportunities, limitations, issues, and risks presented by e-commerce.
Recommender Systems and User Generated Content
Understand the impact of recommender systems and reviews on product assortment and profitability. Learn about different recommender system design and how they change the product mix.
Analytics for Digital Commerce
Learn how the enormous amount of data being collected through Digital commerce can be used improve the 4P’s of marketing.
Case studies and guest lectures supplement the lectures. Guest speakers from Microsoft, IBM and PNC Bank have been invited in past semesters. Some of the previous case study topics include: Microsoft’s competitive disadvantage in Search and Search related advertising; Should LinkedIn enter social networking, or stay clearly focused on the professional market, RFID implementation in manufacturing setting and comparison of e-business technology standards.