Elektronik Dagang (E-Commerce)

1. BJIB3143 Elektronik Dagang (E-Commerce) Semester II 09/10: Kumpulan A Kolej Perniagaan UUM

2. Tenaga Pengajar: Kumpulan A • No Pekerja 3298 • Faisal bin Zulhumadi • Kolej Perniagaan UUM • Telefon Bilik: #4596 (04 928 4596) • H/P: 019 442 1430 (SMS – tiada layanan) • Bilik: 3109, Bangunan FPT • E-mel: faisal@uum.edu.my • Laman Web: Cari sendiri!

3. Penilaian Kursus • Kerja Kursus / Penilaian Berterusan (60%) • Kerja Individu (20%) • Kerja Kumpulan (10%) • Projek (25%) • Presentation (10%) • Report (15%) • Kuiz (5%) – Minggu 5 • Peperiksaan Akhir (40%) • Soalan Subjektif

4. KAEDAH PENGAJARAN • Kuliah 42 jam kredit dengan alat bantuan mengajar berkomputer • Syarahan dan perbincangan: 3 jam seminggu • Dua kelas: Ahad & Rabu 8:00 – 9:30 • Bahasa pengantar – Bahasa Kebangsaan & Bahasa Inggeris • Tiada kelas makmal komputer

5. Elektronik Dagang (E-Commerce): Sesi 1

6. SINOPSIS KURSUS • Kursus memfokuskan kepada • penggunaan teknologi komputer khususnya dalam perniagaan berteraskan Internet. • Teknologi Internet dalam pemasaran WWW menjadi satu cara utama di mana • organisasi memasarkan produk mereka dengan lebih pantas dan global.

7. SINOPSIS KURSUS • Oleh yang demikian, E-Dagang adalah komponen penting dalam penyediaan perancangan bagi • sektor korporat dalam sektor pemasaran seperti • perniagaan kepada perniagaan (B2B) & • perniagaan kepada pelanggan (B2C).

8. OBJEKTIF KURSUS • Apabila menamatkan kursus ini, anda berupaya untuk: • menerangkan secara amnya akan fungsi-fungsi dan peranan teknologi dalam domain perdagangan • mengenalpasti kaedah-kaedah penyelidikan pemasaran dan gelagat pelanggan dalam konteks perdagangan bersifat global • menggunakan kemahiran perisian komputer dalam membangunkan pangkalan data dan halaman web yang mempunyai ciri-ciri e-dagang

9. RUJUKAN • Dann, S. and Dann, S. (2001) Strategic Internet Marketing. John Wiley & Sons Australia Ltd, Melbourne. • Kalakota, Ravi, and Andrew B. Whinston. (1997). Electronic Commerce: A Managers Guide. Addison-Wesley • Kotler, P. & Keller, K.L. (2006)Marketing Manegement, Edisi ke-12. New Jersey: Prentice Hall. • Rockwell B. (1998) Internet World: Using the Web to Compete in a Global Marketplace. John Wiley & Sons Canada. • Turban, E., King, D. Viehland, D. and Lee, J. (2006). Electronic Commerce: A managerial Perspective. US:Prentice Hall.

10. Rujukan Tambahan • Darie, C., Balanescu, E., & Bucica, M. (2006). Beginning PHP and PostgreSQL E-Commerce. New York: Springer-Verlag. • Loshin, P. & Vacca, J. (2004). Electronic Commerce(4th ed.). Massachusetts: Charles River Media. • Singh, M. & Waddell, D. (Eds.). (2004). E-Business Innovation and Change Management. Hershey: Idea Group Publishing.

11. Minggu 1 Pengurusan Pemasaran Dan Perancangan Strategik Yang Berorientasikan Pasaran • Konsep pemasaran, pengurusan pemasaran dan pemasaran strategik • Nilai, kualiti dan pengekalan pelanggan • Hubungan pelan pemasaran dan perancangan strategik perniagaan

12. Minggu 2 Pengurusan Organisasi Pemasaran • Organisasi pemasaran • Kawalan dan penilaian • Audit pemasaran • Sistem maklumat pemasaran

13. Minggu 3 Revolusi Teknologi • Pengenalan kepada revolusi teknologi • Definisi dan domain Internet

14. Minggu 3 Konsep Dan Terminologi • Konsep siber dan maya • Pengenalan kepada sistem rangkaian • Jenis-jenis sistem rangkaian komputer • Model perniagaan baru dan dunia digital • Pelbagai sistem perniagaan elektronik • Aplikasi teknologi dalam perniagaan elektronik

15. Minggu 4 Infrastruktur Teknologi E-Dagang • Teknologi telekomunikasi: Rangkaian atas talian, tanpa wayar, streaming media dan communicating devices • Jalur lebar dan piawai antarabangsa • Teknologi Biometrik dan Business Avatars • Pelayar web: IE, Netscape, Opera dan lain-lain • Kolaborasi komuniti perniagaan: B2B, B2C dan B2G

16. Minggu 5 Pengurusan Komunikasi Pemasaran Bersepadu Dan Pengiklanan Produk • Proses pengurusan komunikasi pemasaran bersepadu Pengurusan Promosi Jualan Dan Perhubungan Awam • Mereka bentuk dan mengurus program pengiklanan • Mengurus promosi jualan • Mengurus perhubungan awam

17. Minggu 6 Pemasaran Berasaskan Internet • Evolusi pemasaran atas talian • Ciri-ciri Internet berbanding media lain • Adaptasi atas talian dan (on line) dan tutup talian (off line) • Revolusi pelanggan: Perubahan perspektif dan kelebihan pemasaran berasaskan Internet

18. Minggu 6 Strategi Pemasaran Di Internet • Pembentukan objektif pemasaran atas talian • Pembangunan pelbagai kaedah pemasaran • Segmentasi, integrasi dan lokasi • Kunci potensi strategi dalam Internet

19. Minggu 7 Analisis Pelanggan • Model gelagat pelanggan pengguna • Model gelagat pelanggan bisnes Gelagat Pelanggan Atas Talian • Inovasi Internet dan adaptasi penggunaan Internet • Adaptasi inovasi: ciri-ciri, personaliti, predisposition dan psychographics • Internet: Kategori pelanggan dan gelagat • Implikasi kepada pemasaran: Penghalang, keperluan dan keselamatan

20. Minggu 8 Analisis Industri Dan Pesaing • Analisis persekitaran pemasaran • Analisis pesaing • Mereka bentuk strategi perniagaan berdaya saing • Penyasaran pasaran

21. Minggu 9 Pengurusan Produk • Mengurus kitaran hayat produk • Pembangunan produk baru Pengurusan Strategi Produk • Mengurus campuran produk • Mengurus jenama

22. Minggu 10 Pengurusan Harga • Mengurus strategi dan taktik harga • Pelarasan harga Pengurusan Saluran Pengedaran • Pengurusan saluran pengedaran yang efektif • Pengurusan logistik pemasaran

23. Minggu 11 Penyelidikan Pemasaran • Peranan teknologi dalam penyelidikan pemasaran • Kaedah penyelidikan utama: Pendekatan Self-Report, eksperimen dan pemerhatian • Integrasi antara penyelidikan pemasaran, strategi dan perancangan • Pelaksanaan penyelidikan pemasaran atas talian: Focus groups, surveys, ethnography dan new routines

24. Minggu 12 Lombong Data Pelanggan Digital • Pengenalan kepada sumber data dan proses penemuan pengetahuan • Fasa-fasa pemprosesan data: Pencarian, pemprosesan, transformasi, analisis dan penyebaran • Lombong data: Penilaian dan interpretasi • Aplikasi teknologi dalam Lombong data • Klasifikasi dan model-model • Pembuatan keputusan

25. Minggu 13 Aplikasi Komputer Dalam Pembinaan Halaman Web 1 • Pengenalan kepada perisian pembinaan halaman web • Hands-On Tour: Pembinaan halaman web • Pembinaan halaman web: Rekabentuk struktur navigasi • Penambahan grafik • Hyperlinks dan image map • Kemasukan komponen form dan web • Eksperimentasi dengan kod HTML

26. Minggu 14 Aplikasi Komputer Dalam Pembinaan Halaman Web 2 • Pengenalan kepada perisian pangkalan data • Sistem pengurusan pangkalan data (DBMS) • Hands-On Tour: Perisian pangkalan data • Komponen-komponen pangkalan data dan tables • Dokumentasi dan kemasukan data • Jenis-jenis Hubungan • Rekabentuk pangkalan data: Cetakan biru ERD

27. Elektronik Dagang (E-Commerce): Sesi 2

28. Ekonomi Baru – “The New Economy” • Kelebihan pengguna daripada “digital revolution” termasuk: • Peningkatan kuasa membeli. • Penambahan kepelbagaian produk dan perkhidmatan. • Perkembangan maklumat. • Kemudahan membeli. • Lebih banyak peluang untuk membandingkan maklumat produk dengan produk yang lain.

29. Ekonomi Baru – “The New Economy” • Kelebihan organisasi daripada “digital revolution” termasuk: • Saluran promosi baru. • Dapatan penyelidikan yang lebih mendalam. • Peningkatan komunikasi pekerja dan pelanggan. • Kebolehan untuk mengubahsuai promosi mengikut situasi (“customise promotions”).

30. What is MARKETING/PEMASARAN? • Pemasaran ialah berkenaan dengan pengurusan perhubungan pelanggan yang membawa untung • Menarik perhatian pelanggan baru • Mengekalkan dan membesarkan pelanggan sedia ada • “Marketing” is NOT synonymous with “Sales” or “Advertising”

31. What can be marketed? • Goods • Services • Places • Ideas • Events • Persons • Properties • Organisations • Information • Experiences • Many, many more!

32. Marketing Defined • Kotler’s social definition: “Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others.”

33. Marketing Defined • The AMA managerial definition: “Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.”

34. The Marketing Process A Five-Step Process • Understand the marketplace and customer needs and wants • Design a customer-driven marketing strategy • Construct a marketing program that delivers superior value • Build profitable relationships and create customer delight • Capture value from customers to create profits and customer quality

35. Target markets and market segmentation Marketplace, market-space, metamarkets Marketers & prospects Needs, wants, demands Product offering and brand Value and satisfaction Exchange and transactions, & Relationship and networks Marketing channels Supply chain Competition Marketing environment Marketing program Marketing Concepts

37. Needs, wants, and demands Marketing offers: including products, services and experiences Value and satisfaction Exchange, transactions and relationships Markets Need (“Keperluan”) State of felt deprivation Example: Need food Wants (“Kehendak”) The form of needs as shaped by culture and the individual Example: Want a Big Mac Demands (“Permintaan”) Wants which are backed by buying power Understanding the Marketplace Core Concepts

38. Core Marketing Concepts • Needs describe basic human requirements such as food, air, water, clothing, shelter, recreation, education, and entertainment. • Needs become wants when they are directed to specific objects that might satisfy the need. (Fast food) • Demands are wants for specific products backed by an ability to pay.

39. Needs, wants, and demands Marketing offers: including products, services and experiences Value and satisfaction Exchange, transactions and relationships Markets Marketing offer Combination of products, services, information or experiences that satisfy a need or want Offer may include services, activities, people, places, information or ideas Understanding the Marketplace Core Concepts

40. Needs, wants, and demands Marketing offers: including products, services and experiences Value and satisfaction Exchange, transactions and relationships Markets Value Customers form expectations regarding value Marketers must deliver value to consumers Satisfaction A satisfied customer will buy again and tell others about their good experience Understanding the Marketplace Core Concepts

41. Core Marketing Concepts • A Product is any offering that can satisfy a need or want, while a brand is a specific offering from a known source. • When offerings deliver value and satisfaction to the buyer, they are successful.

42. Needs, wants, and demands Marketing offers: including products, services and experiences Value and satisfaction Exchange, transactions and relationships Markets Exchange The act of obtaining a desired object from someone by offering something in return One exchange is not the goal, relationships with several exchanges are the goal Relationships are built through delivering value and satisfaction Understanding the Marketplace Core Concepts

43. Core Marketing Concepts • Exchange involves obtaining a desired product from someone by offering something in return. Five conditions must be satisfied for exchange to occur. • Transaction involves at least two things of value, agreed-upon conditions, a time of agreement, and a place of agreement.

44. Core Marketing Concepts • Relationship marketing aims to build long-term mutually satisfying relations with key parties, which ultimately results in marketing network between the company and its supporting stakeholders.

45. Needs, wants, and demands Marketing offers: including products, services and experiences Value and satisfaction Exchange, transactions and relationships Markets Market Set of actual and potential buyers of a product Marketers seek buyers that are profitable Understanding the Marketplace Core Concepts

47. Core Marketing Concepts • Shopping can take place in a: • Marketplace (physical entity, Giant) • Marketspace (virtual entity, Dell) • Metamarkets refer to complementary goods and services that are related in the minds of consumers. • Marketers seek responses from prospects.

48. Other Marketing Concepts • Marketers can enhance the value of an offering to the customer by: • Raising benefits. • Reducing costs. • Raising benefits while lowering costs. • Raising benefits by more than the increase in costs. • Lowering benefits by less than the reduction in costs.

49. Marketing Channels Communication channels Distribution channels Service channels Deliver messages to and receive messages from target buyers. Includes traditional media, non-verbal communication, and store atmospherics. Other Marketing Concepts

50. Marketing Channels Communication channels Distribution channels Service channels Display or deliver the physical products or services to the buyer / user. Other Marketing Concepts