MODULE SPECIFICATION TEMPLATE
MODULE DETAILS
Module title
Module code
Credit value
Level
Mark the box to the right of the
appropriate level with an ‘X’
E-Commerce and Online Behaviour
IT384
20
Level 4
Level 5
Level 6
Level 0 (for modules at foundation level)
X
Level 7
Level 8
Entry criteria for registration on this module
Pre-requisites
none
Specify in terms of module codes or
equivalent
Co-requisite modules
none
Specify in terms of module codes or
equivalent
Module delivery
Mode of delivery
Taught
Other
Pattern of delivery
Weekly
When module is delivered
Brief description of module
content and/ or aims
Overview (max 80 words)
Module team/ author/
coordinator(s)
School
Site/ campus where
delivered
X
Distance
Placement
Block
Other
Semester 1
Other
Semester 2
Online
Throughout year
X
X
This module enables students to analyse and evaluate electronic commerce
systems and constructs. We explore the role and impact of e-commerce
technologies and also focus on some of the main concepts used in understanding
online behaviour in the marketplace. It considers how individuals behave as
consumers in online settings. A knowledge and understanding of these
processes is useful in all business disciplines that need to design strategies to
take account of online behaviour.
Susan Holland and Clare Millington
Brighton Business School
Moulsecoomb
Course(s) for which module is appropriate and status on that course
Course
BSc(Hons) Business and BSc(Hons) Business Management
BSc(Hons) Business and BSc(Hons) Business Management
with Marketing, Finance, Economics and HRM
Module descriptor template: updated Aug 2012
Status (mandatory/ compulsory/
optional)
Optional
Optional
MODULE AIMS, ASSESSMENT AND SUPPORT
Aims
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Learning outcomes
To equip students with the capabilities they will need to contribute
effectively to e-commerce projects and to participate in development
of business cases and e-commerce implementations from a business
perspective.
To provide the knowledge and understanding of consumer psychology
needed to enable students to undertake a meaningful analysis of
psychological factors underlying consumer choice in the online
environment.
To develop transferrable skills that will enable students to continue to
stay up-to-date with emerging information technologies.
On completion of this module students will be able to:
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Research and evaluate emerging technologies for e-commerce.
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Apply research and theoretical models to identify and analyse ecommerce and online consumer behaviour.
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Demonstrate an ability to apply and evaluate the psychological
structures and processes involved in consumer choice online.
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Develop an e-commerce and consumer behaviour strategy for a
specific organisation.
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E-Commerce systems – the systems landscape
Emerging technologies for e-commerce – identification and evaluation
of new and emerging technologies and related business opportunities
E-Commerce service delivery – sourcing options plus impact of
service resilience on e-business
E-Commerce benefits evaluation – frameworks for the analysis of
business benefits
E-Commerce fraud and security – precautions and strategies for
managing legal issues and risk.
B2B e-commerce – integration of systems, processes and business
practices across organisational boundaries
Consumer decision making online – online v offline behaviours;
factors influencing online behaviour
Self-concept and online identity – understanding self-identity in virtual
worlds
Group influence in the online environment – the role of collaborative
communities as reference groups and their impact on online
behaviour
Cultural and cultural meaning – creating cultural meaning amongst etribes
Online consumer needs and attitudes – factors affecting attitude
creation in an online environment
Web-based consumer research – online v offline consumer research,
benefits of online surveys and focus groups
Content
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Module descriptor template: updated Aug 2012
Learning support
Indicative Reading - Latest editions of:
Chaffey D. E-Business and E-Commerce Management, Prentice Hall.
Close AG (Ed), Online consumer behaviour; theory and research in social
media, advertising and e-tail, Routledge.
Haughtveldt, CP, Machleit.KA,& Yalch R, Online Consumer Psychology,
Psychology Press.
Jelassi & Enders Strategies for e-Business, Prentice Hall.
Laudon KC & Traver CG. E-Commerce: Business, technology, society,
Pearson.
Mooji, M, Consumer Behaviour and Culture, Sage.
OUP, The Oxford Handbook of Internet Psychology, Oxford University Press.
Turban E et al, Electronic Commerce: A managerial perspective, Prentice Hall.
Wood, NT & Solomon, MR, (Eds), Virtual Social Identity and Consumer
Behaviour, Society for Consumer Psychology.
Journals
Advances in Consumer Research
Electronic Commerce Research and Applications
Electronic Journal for Information Systems Evaluation
European Journal of Information Systems
Journal of Consumer Affairs
Journal of Consumer Culture
Journal of Consumer Psychology
Journal of Consumer Research
ICFAI Journal of Consumer Behaviour
Industrial Management and Data Systems
Information Systems Journal
Information Systems Management
Information Systems Research
Information Technology and People
International Journal of Consumer Studies
International Journal of Electronic Commerce
International Journal of Information Management
International Journal of Information Technology
Journal of Consumer Behaviour
Journal of Information Technology
Journal of Strategic Information Systems
Campaign
Marketing Week
Marketing – Chartered Institute of Marketing
Teaching and learning activities
Details of teaching and
learning activities
This module runs mostly online and is structured around a number of short
learning activities. These activities are supplemented by briefing meetings that
explain how the module runs, answer questions and provide a forum for
discussion of the final assignment.
Module descriptor template: updated Aug 2012
Each week students normally choose from a selection of learning activities thus
tailoring their study to areas of interest.
Students taking IT384 as an elective will not be able to take IT311 as an
elective
Allocation of study hours (indicative)
Study hours
Where 10 credits = 100 learning hours
SCHEDULED
This is an indication of the number of hours students can expect to
spend in scheduled teaching activities including lectures, seminars,
tutorials, project supervision, demonstrations, practical classes and
workshops, supervised time in workshops/ studios, fieldwork,
external visits, and work-based learning.
Online Activities
40 hrs
Briefing meetings
10 hrs
GUIDED INDEPENDENT
STUDY
All students are expected to undertake guided independent study
which includes wider reading/ practice, follow-up work, the
completion of assessment tasks, and revisions.
150 hrs
PLACEMENT
The placement is a specific type of learning away from the University
that is not work-based learning or a year abroad.
TOTAL STUDY HOURS
200
Assessment tasks
Details of assessment for
this module
An individual online portfolio of selected online learning activities from the
course - 50% of mark
A concise, individual proposal (1250 words) for the introduction of an ecommerce system for a chosen organisation. This proposal will include a
consideration of online customer behaviour to improve customer relationships 50% of mark
Types of assessment task1
% weighting
Indicative list of summative assessment tasks which lead to the award of credit or which are required for
progression.
(or indicate if
component is
pass/fail)
WRITTEN
Written exam
COURSEWORK
Written assignment/ essay, report, dissertation, portfolio, project
output, set exercise
PRACTICAL
Oral assessment and presentation, practical skills assessment, set
exercise
Module descriptor template: updated Aug 2012
100%
EXAMINATION INFORMATION
Area examination board
Refer to Faculty Office for guidance in completing the following sections
External examiners
Name
Position and institution
Date appointed
Date tenure
ends
See student central
QUALITY ASSURANCE
Date of first approval
Only complete where this is not the
first version
Date of last revision
Only complete where this is not the
first version
Date of approval for this
version
June 2013
Version number
1
Modules replaced
Specify codes of modules for which
this is a replacement
Available as free-standing module?
Module descriptor template: updated Aug 2012
Yes
No
x