Course Contents:
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Module 1: Introduction to E-commerce
- Major types of e-commerce
- Driving principles of e-commerce
- The opportunity of e-commerce in the airline industry
- The impact of e-commerce on the organization
- Definition and data sources
- The online consumer
- Types of online advertising with a focus on banner, email, and search applications
- E-marketing metrics
- Examples of online advertising and promotions
- Online branding and the role of domain names
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Module 3: Airline Website Distribution & Pricing Strategies
- The role of distribution costs
- E-commerce impact on airline distribution strategies
- Online agencies: partners or competitors?
- Factors driving online pricing objectives & strategies
- Overview of current website pricing strategies
- Determining your online price-service position
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Module 4: Customer Relationship Management & Service In Cyberspace
- Customer loyalty issues
- The role of CRM in e-marketing
- The role of internet marketing technologies
- Key issues in web customer service
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Module 5 : Key Issues In E-commerce
- Organizational challenges
- Globalizing your web presence
- Online security
- Website design and content management
- A look into the future
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Module 6: Implementation Strategies In E-commerce
Macro environmental analysis: linking trends to opportunity; Identifying real opportunities
Business environment analysis: competitive analysis, evaluating profit potential, creating and sustaining competitive advantage
Business” versus “corporate” strategy
- Generic business strategy types
- Business strategies to be avoided
- Corporate strategy alternatives
- Pitfalls in strategic planning
-Strategy implementation: the relationship between choice and action; organizing the team; building relationships and designing the right organization
- Relating controls and targets to strategy
- Dealing with resistance to change
- Case studies