E-Commerce Strategies

University of Rochester
Rochester, NY, United States

Course Format: Classroom | E-learning | Virtual Class | Online | On-site | Blended | Self-paced

Course Description:

'' This Certificate prepares students for a career in one of today’s most cutting-edge industries. The E-Commerce Strategies Certificate promotes an understanding of the technology and infrastructure needed to conduct e-commerce transactions, and offers insight into the new business models that utilize the unique aspects of the Internet. The program ultimately helps students create, manage, direct and analyze e-commerce initiatives.

Three foundational courses

STR 401. Managerial Economics

This core course applies the fundamental tools of price theoryconsumer and firm behavior, demand and supply, the allocation of resources, competition and monopolyto management decision making. Interaction of the firm with its customers, competitors and markets is discussed.

CIS 401. Information Systems for Management

This course focuses on the theoretical foundations underlying management information systems and their vital role in the modern business environment. Topics include: information economics; innovative models of e-business and the impact of the Web on organizational transformation; the nature and operation of large-scale-enterprise information systems; database and knowledge management systems; data communications; electronic commerce; business process reengineering; and information-systems analysis, design and control. The strategic and economic impacts of competitive information systems are emphasized. Assignments and cases introduce students to modern quantitative business modeling concepts and analysis, and to sophisticated business applications of the Web and databases.

MKT 402. Marketing Management

This course is our introduction to marketing. The viewpoint is that of a manager making marketing decisions in a variety of competitive and institutional settings. Considered are: consumer behavior, marketing research, product design, advertising, salesforce management, pricing and distribution channels.

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MKT 435. Distribution Channels and Salesforce Management

This course deals with the issues that arise in designing and managing distribution channels and salesforces. A central theme of the course is that these entities perform both a tactical/operational function as well as a strategic function and that both aspects need to be considered in their design and management. The course looks at a number of design options, ranging from direct distribution through a salesforce to a complex, multi-layered channel consisting of several layers of intermediaries such as wholesalers and retailers.

Managing a channel requires an understanding of the competitive and cooperative aspects of manufacturer-distributor relationships. The course evaluates the efficiency of contractual arrangements like exclusive territories, exclusive dealing requirements and resale-price maintenance from the manufacturers and the distributors point of view. Finally, an assortment of contemporary issues in channelssuch as everyday low pricing versus promotional pricing, slotting allowances, the shift in bargaining power from manufacturers to retailers for consumer goods, growth of store-labeled brands, the role of the Internet and new forms of retailingare discussed. In addition, a number of modeling and quantitative techniques are studied that help implement the strategies discussed in the course.

On the salesforce front, the course delves into a number of critical issues such as performance measurement, territory decision, quotas and compensation design.

Two advanced courses

ECM 437. Marketing on the Internet

This course examines the major issues involved in marketing on the Internet. Among the topics studied are: new product opportunities on the Internet; the changed role of advertising; the Internet as a two-way communication medium with consumers; targeting individual consumers; word-of-mouth among consumers on the Internet; the Internet as a distribution channel; and marketing research on the Internet.

ECM 440. Electronic Commerce Strategy

This new course covers electronic strategies for business to business and consumer e-commerce. This includes strategies for protecting market share by going online, ameliorating online competition using network effects and customer lock-in, positioning against other online presence, dealing dis-intermediation and re-intermediation, developing online communities for business or consumer e-commerce, and managing supply chain and customer relationships.

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Phone:(585) 275-3533

School Address:

William E. Simon Graduate School of Business Administration
University of Rochester
Rochester, NY 14627-0107 USA

Jobs & Resumes: Rochester
Houses & Roommates: Rochester

Effective Organizations
Financial Analysis
Health Science Management
Services Management
Operations Management
Service Management
Supply Chain Management
Process Improvement
Managing Health Care Operations

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