Econ 139A Syllabus - Spring 2018 PDF

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E-Commerce Syllabus with Professor Steve Owen...

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University*of*California,*Santa*Cruz** * * Economics*139A*-*The*Economics*of*E-Commerce* Room:**Classroom*Unit*1* * * * * Lectures:**Tue*&*Thurs*5:20-6:55pm* * * OfSice*Hours:**Tue*&*Thurs*4:00-5:00pm* * *

Spring*Quarter*2018* Steve*Owen* Phone:*459-5080*(no*voicemail)* Email:*[email protected]* OfSice:*411,*Engineering*2*

The$Economics$of$E-Commerce$$ (Econ$139A)$ I.$Course$Description$$ E-Commerce*is*all*around*us*and*digital*business*has*changed*the*corporate* landscape*forever.**This*course*explores*the*economics*of*e-commerce*and*digital* business*as*well*as*practical*and*topical*issues*related*to*them*in*the*world*today.* Study*will*include*an*analysis*of*the*broad*spectrum*of*issues*affecting*commercial* uses*of*the*Internet*and*the*corresponding*growth*in*big*data.**The*understanding*of* privacy*and*regulatory*issues*in*the*space*will*be*explored.*

II.$Course$Materials$ Required:$$$ E-commerce,*14th*edition,*by*Kenneth*Laudon*&*Carol*Traver,*Pearson,*2018.** (Referred*to*below*as*EC)* Optional:$$$ • Measuring0the0Digital0World,*by*Gary*Angel,*Pearson,*2016.* • Alibaba:00The0House0That0Jack0Ma0Built,*by*Duncan*Clark,*HarperCollins,*2016.* • The0Everything0Store:0Jeff0Bezos0and0the0Age0of0Amazon,*by*Brad*Stone,*Little,* Brown*and*Company,*2014.*

III.$Lectures$and$Sections* Lectures$ Each*class*will*consist*of*a*lecture*on*text*material,*a*discussion*of*an*E-Commerce*topic,*a* group*activity/discussion,*an*in-class*assignment*or*some*combination*of*these*activities.** Students*are*expected*to*complete*any*assigned*reading*in*advance*of*the*lecture.**We*will* be*using*iClickers*in*lecture,*participation*will*be*tracked*and*there*may*also*be* opportunities*to*earn*bonus*points.**Use*of*other*electronic*devices*during*class*is*not* permitted*apart*from*times*clearly*indicated*by*the*Instructor.* Sections$ In*addition*to*lectures*twice*a*week,*there*will*also*be*discussion*sections*conducted*by*our* Teaching*Assistants.**These*sections*will*review*key*material*from*lectures,*homework*and* quizzes,*provide*an*opportunity*for*enhanced*discussions*as*well*as*guidance*on*the*Final* Paper.**Attendance*at,*and*participation*in*sections*is*expected*and*will*be*graded.*

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IV.$Course$Requirements$ Lecture$Attendance$&$Section$Participation/Attendance$ Lecture*and*section*attendance*is*expected*for*this*course*and*together*represent*20%*of* the*grade*for*this*course.**Please*come*to*class*and*sections*well*prepared*to*join*in* discussions*and*to*ask*relevant*questions.**Section*participation*is*important*to*enhance*a* positive*learning*environment*and*to*prepare*you*for*the*business*world*after*graduating* UCSC.**In*class*activities*(group*and/or*individual),*may*be*part*of*select*sections*and* lectures*and*are*due*at*the*end*of*the*class*period.**The*lecture*attendance*&*section* participation/attendance*portion*of*your*grade*will*be*scored*based*on*student*attendance,* level*of*discussion*participation,*iClicker*points*and*any*in*class*activities.**Each*weekly* section*has*a*value*of*20*points*(180*points*total),*with*20*points*also*available*from*the* lectures*of*this*course.* Homework$ Homework*will*be*assigned*periodically*during*the*course*and*will*be*due*before*the*start* of*the*lecture*on*the*designated*date.**Assignments*turned*in*after*the*scheduled*due*date* or*start*of*class,*will*be*eligible*for*a*score*no*higher*than*75%*of*the*total*points*available.** No*late*assignments*will*be*accepted*if*submitted*more*than*2*class*days*beyond*the* scheduled*due*date*(except*by*prearranged*consent*of*the*Instructor).**During*the*quarter* there*will*be*four*homework*assignments*worth*25*points*each,*for*a*total*of*100*points* available*for*the*homework*portion*of*your*grade.*** Quizzes* As*part*of*selected*lectures,*quizzes*will*be*given*on*recently*covered*topics.**If*quizzes*are* assigned*for*completion*outside*of*class,*they*are*subject*to*the*same*submission* requirements*as*homework,*as*described*above.**The*quiz*portion*of*your*grade*will*also* encompass*100*available*points.**We*will*have*six*quizzes*worth*20*points*each*with*your* lowest*scoring*quiz*being*dropped,*leaving*100*points*available*from*the*Sive*highest* scoring*quizzes.* Exams$ As*part*of*this*course,*there*will*be*two*Midterm*Exams*covering*key*course*material* drawn*from*our*textbook*(EC)*and*topics*delivered*and*discussed*in*Lectures*and*Sections.* The*Sirst*Midterm*is*scheduled*for*the*fourth*week*of*the*course*and*second*Midterm*is* scheduled*for*the*ninth*week.* E-Commerce$White$Paper* Instead*of*a*Final*Exam,*this*course*will*use*a*White*Paper*as*the*preferred*method*to* assess*students’*overall*grasp*of*the*concepts*explored*during*the*quarter.**The*ECommerce*White*Paper*is*an*opportunity*for*students*to*show0what0they0know*and*explore* how*a*real*company*goes*to*market*in*the*digital*world*and*how*the*economics*of*ecommerce*impact*their*planning,*strategy*and*ultimately*the*success*or*failure*of*the* chosen*company.**The*guidelines*for*the*E-Commerce*White*Paper*are*described*in*more* detail*on*page*six*of*this*syllabus.!

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V.$Evaluation$and$Grading$ Your*evaluation/grade*will*be*determined*by*your*performance*in*the*following:* Lecture*Attendance*&*Section*Participation/Attendance* * Homework* * * * * * * * Quizzes* * * * * * * * Midterm*Exam*#1** * * * * * * Midterm*Exam*#2* * * * * * * Final*Paper* * * * * * * * Total$ $ $ $ $ $ $ $ $

200*points* 100* * * 100* 200** 200* 200* 1,000$points$

*

*

Grade$Scale$ A** A-* B+* B* B-* C+* C* C-*

=** =* =* =* =* =* =* =*

94-100%* 90-93.9%* 87-89.9%* 83-86.9%* 80-82.9%* 77-79.9%* 73-76.9%* 70-72.9%*

Note:**Students*are*welcome*to*meet*with*the*Instructor*and*TAs*during*the*quarter*for*a* review*of*their*performance.*

VI.$OfVice$Hours$and$Sections$ The*Instructor’s*ofSice*hours*are*4-5pm*on*Tuesdays*and*Thursdays*in*411*Engineering*2.** If*you*need*to*contact*the*Instructor,*please*do*so*via*email:**[email protected].* The*Teaching*Assistants*for*this*course*are*Baizhu*Chen,*Eilin*Francis,*and*Arshad*Mirza.* Section*times*and*locations*are:* A* B* C* D* E* F*

Mondays** Mondays* Tuesdays* Thursdays* Wednesdays* Fridays*

TA$OfVice$Hours:$ Baizhu*Chen* * Eilin*Francis* * Arshad*Mirza***

5:20-6:25pm* * 6:40-7:45pm* * 1:30-2:35pm* * 11:40am-12:45pm* 2:40-3:45pm* * 9:50-10:55am*

Social*Science*2,*363** Social*Science*2,*363** Social*Science*2,*363** Social*Science*2,*363** Social*Science*2,*363** Social*Science*2,*363**

Thursdays*2-4pm*403F* Thursdays*12-2pm*403F* Mondays*1-3pm*in*403G*

* * *

* * *

Baizhu*Chen* Arshad*Mirza* Eilin*Francis* Baizhu*Chen* Eilin*Francis* Arshad*Mirza*

[email protected]* [email protected]* [email protected]*

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VII.$Disability/Accommodation$ UC*Santa*Cruz*is*committed*to*creating*an*academic*environment*that*supports*its*diverse* student*body.**If*you*are*a*student*with*a*disability*who*requires*accommodations*to* achieve*equal*access*in*this*course,*please*submit*your*Accommodation*Authorization* Letter*from*the*Disability*Resource*Center*(DRC)*to*me*privately*during*my*ofSice*hours*or* by*appointment,*preferably*within*the*Sirst*two*weeks*of*the*quarter.**At*this*time,*I*would* also*like*us*to*discuss*ways*we*can*ensure*your*full*participation*in*the*course.**I*encourage* all*students*who*may*beneSit*from*learning*more*about*DRC*services*to*contact*DRC*by* phone*at*(831)*459-2089*or*by*email*at*[email protected].**If*you*wish*to*exercise*your*testing* accommodation,*you*must*notify*me*as*your*instructor*at*least*7*days*prior*to*the*exams*so* that*we*can*secure*testing*space*and*a*test*proctor.**Requests*made*inside*7*days*may*not* be*able*to*be*accommodated.*

VIII.$Academic$Integrity* Academic*integrity*is*expected*of*all*students*and*misconduct,*such*as*cheating,*will*not*be* tolerated*and*will*be*swiftly*managed*per*campus*policy.* https://www.ue.ucsc.edu/academic_misconduct*

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Economics$139A$Course$Schedule$ $ Week$&$Dates$ 1.** April*3*&*5* * * *

$

$ * *

$ * *

$ $ $ Topics$$ $ $ Introduction*to*E-Commerce*&*Digital*Business.*** Prep:*EC*Ch.*1** *

April*10*&*12* * * * * 0 0 0

* * 0

E-Commerce*Business*Models*&*Concepts.*** Prep:0EC*Ch.*2* HW0#10Distributed0and0Quiz0#10(4/12)0

3.* April*17*&*19* * * * * * 0 0 0 0 * * * * 4.* April*24*&*26* * Midterm(#1((4/26)* * 0 0 0 0 0 0 0 0 5.* May*1*&*3* * * * * 0 ( 0 0

* * 0 * * * 0 0 * * 0

Ethical,*Social,*and*Political*Issues*in*E-Commerce.** Prep:0EC0Ch.0800 0 HW0#10Due0(4/17);0Quiz0#20(4/19)0 * * E-Commerce*Infrastructure.** Prep:0EC0Ch.030 HW0#20Distributed0(4/26)0 0 0 0 0 0 0 0 Building*an*E-Commerce*Presence.** * * Prep:0EC0Ch.040 HW0#20Due0(5/1);0HW0#30Distributed0(5/3)0

6.* * * ( 7.* * 0 * 8.* * (

* * *

* * *

E-Commerce*Security*&*Payment*Systems.* Prep:0EC*Ch.*5* HW0#30Due0(5/8);0Quiz0#30(5/10)0

* * 0 * * * (

* * 0 * * * (

E-Commerce*Marketing*&*Advertising*Concepts.* Prep:00EC0Ch.060 HW0#40Distributed0and0Quiz0#40(5/17)0 * $ * * * * * * Social,*Mobile*and*Local*Marketing.** * * Prep:00EC0Ch.070 HW0#40Due0(5/22);0Quiz0#50(5/24)(

9.* May*29*&*31* * Midterm(#2((5/31)* $

* $

Online*Retailing*and*Services.* Prep:0EC0Ch.0900

10.* * *

June*5*&*7* * * * (

** * (

* * (

Online*Content*&*Media.** Prep:0EC0Ch.010* * Quiz0#60(6/7)0

11.* $

June**14* $ $

* $

* $

E-Commerce$White$Paper$Due,$4pm$June$14th$$ $ Soft*copy*emailed*and*hard*copy*submitted*to*your*TA.*

2.* * 0

May*8*&*10* * * * * $ $ May*15*&*17* * * 0 0 * * May*22*&*24* * * ( (

*

*

*

*

The*Instructor*reserves*the*right*to*modify*the*course*syllabus*as*the*need*arises.!

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E-Commerce$White$Paper$Guidelines* 1.*Due*on*or*before*4pm(on(Thursday(June(14th.*(Hard*copy*handed*in*and*soft*copy* emailed*to*TA)* 2.*Type*your*paper.* 3.*Your*White*Paper*should*be*at*least*3,000*words*and*no*more*than*3,500*words.*This*is* approximately*10*pages,*double-spaced*in*12*point*font,*not*including*Sigures*or*charts* (which*are*highly*recommended).* 4.*White*Paper*description*below:* Choose*a*company*and*evaluate*their*e-commerce*activities*through*economic*analysis.* You*have*complete*academic*freedom*here*and*can*choose*any*company*that*engages*in*ecommerce.**The*selected*company*should*be*one*you*are*interested*in,*potentially*one*you* might*like*to*work*for*in*the*future.**** If*you*choose*a*public*company,*be*sure*to*scrutinize*their*annual*reports*and*other*Silings* with*the*SEC*for*a*detailed*view*on*the*company’s*Sinancial*performance*and*disclosures.**If* you*choose*a*very*well*known*Sirm,*you*will*be*expected*to*provide*a*more*in-depth* analysis*or*some*fresh*insights*based*on*the*amount*of*public*information*available.** Analyze*the*current*strategy*and*future*options*for*your*company*while*considering* industry*factors*such*as*the*nature*of*brick-and-mortar*and*online*competitors,*barriers*to* entry,*economies*of*scale,*economies*of*scope,*economies*of*specialization,*Sirst*mover* advantage,*externalities,*reputation*and*the*pace*of*innovation*in*the*sector.**Consider*the* company’s*target*marketing,*product*customization/differentiation,*pricing,*bundling,* marketing,*supply*chain,*value*chain,*customer*lock-in*and*customer*segmentation.**Be*sure* to*explain*the*company’s*unique*selling*points,*as*well*as*how*it*creates*and*delivers*value.* Among*other*points,*your*conclusion*should*summarize*the*company’s*actual*or*potential* competitive*advantage(s)*and*assess*whether*it*is*sustainable.**Will*the*company*survive?*If* so,*how*well*will*it*do*and*would*you*invest*in*it?* Cite*your*references*and*footnote*any*direct*quotes.**Please*remember*to*adhere*to*UCSC’s* strict*academic*integrity*standards,*particularly*those*related*to*plagiarism,*when*writing* this*paper.

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