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E Commerce Marketing

Course CodeBIT100
Fee CodeS3
Duration (approx)100 hours
QualificationStatement of Attainment

Learn about Electronic Marketing -You can't ignore it! 

  • Manage commercial transactions electronically
  • Promote products and services over the internet
  • Connect with customers over computers or mobile devices.
While the course is concerned with marketing, management and processing; the primary concern is marketing. E commerce is short for “electronic commerce”. It is anything concerned with doing business electronically. E commerce includes commerce conducted over the internet, but also other forms of electronic commerce such as telephone banking, using a fax, or generating and managing accounting systems on a computer (without use of the internet). This course focuses on the internet; but covers other aspects of e commerce as well.

Lesson Structure

There are 8 lessons in this course:

  1. Introduction
    • What is e-commerce
    • Security
    • How to Protect a Business
    • Marketing on the Internet
    • Searching for Data on the Net
    • Contract Law
    • Warranty and Conditions
    • Sellers Liability
    • Consumer Laws
    • Manufacturers Liability
    • International Sales Contract Rules
    • Setting up a Business
    • Setting up an E Commerce Web Site
    • Bootstrap Sites
  2. Success & Failure What makes the Difference?
    • Introduction
    • Awareness of Technology
    • What makes an E Commerce Site Successful
    • Dotcom Failures
    • Site Visibility
  3. Promotional Strategies are different on the internet
    • Internet Code of Conduct
    • Analysing the market
    • Selecting Target Markets
    • Developing the marketing mix
    • Managing the marketing effort.
    • The Launch
    • Promoting an E Commerce Site
    • Marketing Strategies and Plan
  4. Optimizing Web Site Potential
    • Monitoring Visitors
    • Ground Rules Keep Changing
    • Meta Tags
    • Evaluation/Review Services
    • Paid Services
    • Search Engine Optimisation
    • Main Page Content
    • Searchable words
    • Use of important Key Words
    • Page Titles
    • Links:
    • Frequency of changes
    • Good URL Structure
    • Navigation
    • Capture of Visitors
    • Download Speed
    • Graphics
    • Targeting
    • Site Maps
  5. Increasing Web Site Exposure
    • Marketing Plan
    • Marketing Mix
    • Advertising
    • Personal Selling
    • Direct Marketing
    • Collateral Promotion
    • Channels of Distribution
    • Google Adwords
    • Search Marketing
    • Affiliate Marketing
    • Free Content
    • Web Banners
    • Social Media Optimisation
    • Digital Marketing
    • Creative Buzz
    • Community
    • Guerilla Marketing
  6. Automating Supply of Goods, Services and Cash flow
    • Payment
    • Ways to Supply Goods or Services
    • Drop Shipping
    • Outsourcing
    • Payment Gateways
    • SSL
    • Getting a Merchant Account for Credit Cards
  7. Managing Constant Change
    • Resource Planning
    • Constant Review & Development Strategy
    • Outsourcing
    • Understanding Technology
    • Bandwidth
    • Information Currency vs. Cash Currency
    • Keeping a Web Site Current
    • Web Analytics
    • Change Management and Corporate Structure
  8. Dealing with E Commerce Problems
    • Learning from Others Mistakes
    • Determining Where it Went Wrong
    • Legal Issues (eg. Privacy, Consumer Protection, Copyright, Patents)
    • Managing Risk
    • Charge back
    • Computer and Office Security
    • Insurance

Each lesson culminates in an assignment which is submitted to the school, marked by the school's tutors and returned to you with any relevant suggestions, comments, and if necessary, extra reading.


  • Recognise the nature and scope of e commerce.
  • Differentiate between successful and unsuccessful e commerce operations, and identify key factors in their success or failure.
  • Develop strategies for promotion of business activity using broad e commerce tools.
  • Monitor and adjust e commerce strategies on a web site in order to improve performance with respect to stated goals.
  • Develop strategies that will cause growth in Web Site exposure.
  • Distinguish between alternative e commerce tools for managing the supply of goods and services, and the flow of cash.
  • Develop methods for managing change within the e commerce context.
  • Manage risk within the e commerce context in order to minimise the impact of problems that emerge.

Learn More about Using Technology for Selling
Of course, many products today are sold online.  The internet has increased the market for many products exponentially. Where once a person could only sell in their town, village or may be their country without long journeys, today we can sell nearly anywhere in the world.
But even with such a massive market, online businesses can and do fail. 
Presentation is as important online as it is in a physical shop. Customers want to see a good, well organised, well lit and pleasant website.  They want to be able to see easily where to go to find what they want and be able to buy products quickly and easily. This is the same as in a shop, but many websites fail to offer this.  They may be confusing or make products hard to find. 
The first rule of any website is to make sure it is searchable.  This means that there is a search box where customers can enter a product they are looking for and find it easily.  This makes it easy for the customer to find what they want without having to go all over a website.  This is like a shop where there are overhead signs saying “bakery” or “toiletries” and so on. The customer knows where to go. On a website, the same applies, there should be simply headings so that customers can find what they want – Click here for toiletries. Click here for baking products. And so on.   
A good way for a person to evaluate their website is to ask other people to try and use it. The testers can then see if it works well, what doesn’t work, is it easy to use and quick to use and so on.
Staffing is still important on a website.  Staff will still be heavily involved from website designs, content writers, or small business people who do it all themselves. Larger businesses may also have people who deal with website problems, despatch orders and so on. So good staff are still important to ensure websites work well and then the products that are sent out are of good quality and sent out quickly.
Websites can make use of many different options encouraging people to buy. They can use special offers, such as 5% off. Or computer programming can help offer regular offers. For example, some pizza businesses will have special offers, such as Early Bird reduced rates between 4pm and 5pm. Or special two for one deals on slow nights and so on.  
Besides the website itself, there are other ways that online technology can be used. Social media can be used to bring people up to date with special offers, new products etc. Competitions can be run by businesses on social media, encourage people to “like” their page or get involved in the business.

Businesses may also do regular online newsletters or e-zines, where they keep customers up to date with their products and services and what is going on in their business.

Online purchases are usually made by customers putting their products into an online basket and then checking out in a similar way to the way they would in a show. But obviously they do so electronically. They will usually be asked to enter their credit or debit card details to make a payment. There are also merchant services from organisations that provide online payment services, which make it easy for customers to make payments.
A good website will encourage people to put things in their basket and follow through to the payment.  Some websites may not encourage people to buy or make it difficult or make it hard for them to purchase an item. The easier it is, the more likely a person is to buy. Some websites will offer the option that their credit/debit card details can be saved, so the customer does not have to re-enter them every time they make a purchase. This may save the customer time and increase the chances of them using the website to make an order again. 

Meet some of our academics

Denise Hodges Promotions Manager for ABC retail, Fitness Programmer/Instructor, Small Business Owner, Marketing Coordinator (Laserpoint). Over 20 years varied experienced in business and marketing. More recently Denise studied naturopathy to share her passion for health and wellness. Denise has an Adv.Dip.Bus., Dip. Clothing Design, Adv.Dip.Naturopathy (completing).
Dr. Sherif SakrResearch Scientist and University Lecturer in Computer Science and Engineering. Sherif has a PhD in Computer Science, MSc, BSc.
Josiane JoubranCSC consultant with IBM, Software QA Engineer, Course Writer and Tutor. Josiane is an I.T professional with extensive experience with computer hardware and engineering in Lebanon and Australia. Josiane has a B.Eng., Grad.Dip.I.T., Master Info.Tech., MCP, MCSE.

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