EXAMINATION: Spring Semester 2013

Module Code: CC3003NI

Module Title: E-Business & E-Commerce Management

Module Leader: Zaffar Naik (Islington College)

Date: ???????

Day / Evening: ??????

Start Time: ???????

Duration: 2 Hours

Exam Type: Unseen, Closed

Materials supplied: Answer Book

Materials permitted: Writing equipment only

Warning: Candidates are warned that possession of unauthorised materials in an examination is a serious assessment offence.

Instructions to candidates:

Please Note: Inclusive of this cover page, this examination paper consists of 5 pages and 4 sections>. Candidates should answer any THREE questions. All questions carry equal marks student must complete all sections.This examination accounts for 40% of your total module grades.

You are to return this examination paper, BEFORE you leave the examination room.

DO NOT TURN PAGE OVER UNTIL INSTRUCTED

© London Metropolitan University

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Q.1 a) Explain E-Business and its dependency on buy and sell side of e-commerce along with suitable examples and diagrams.

[3 marks]

b) Discuss the various types of revenue model deployed by online publisher and intermediary website

[8 marks]

c) The diagram below provides interlock between various elements in an online marketplace. Use the diagram to answer the following questions.

I. Explain the terms below within the context of an online marketplace. Provide sub-categories for each of these elements when necessary

Customer Segments Search Intermediaries Intermediaries and media sites Destination Sites

[8 marks]

II. Explain the relevance of the diagram by mapping customer’s journey in

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online market place by citing an example

[6 marks]

d) ‘Web services’ or ‘software as a service (SaaS)’ refers to a highly significant model for managing software and data within the e-business age. With reference to the statement, explain

I. The benefits and challenges of deploying such a service model II. ‘Virutalisation ’ as an approach to manage SaaS model

[8 marks]

[Total: 33 marks]

Q.2 a) Discuss the impact of internet on a business using Michael Porter’s five main competitive forces

[10 marks]

b) Distinguish the terms below by providing a definition for each of the following

I. Business Model II. Revenue Model

III. Online Value Proposition IV. Briefly summarize the business model and revenue model undertaken

by the following companies

Google Amazon

[10 marks]

c) Security is a principal concern for all e-business managers. Given the extent of the security risks, many organisation has adopted international standard ‘Information security policy’ as ISO / IEC 17799. In reference to this, answer the following question

I. What are the various process steps recommended by aforesaid security framework

II. Briefly discuss the various areas of Information security management that needs to be defined within such a framework

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[13 marks]

[Total: 33 marks]

Q.3 a) The table below provides various parameters to measure traditional and online brand equity.

S.N

Traditional brand equity

Online brand equity

1 Price Premium Order fulfilment2 Satisfaction/ Loyalty Communities3 Perceived quality Website logs4 Leadership Popularity Quality of brand relationships5 Perceived Value Interactivity6 Brand personality Site design7 Organisational

associationsOnline brand experience

8 Brand awareness Relevance9 Market Share Customer Service

10 Market price and distribution charges

Customization

I. Match the parameter under column ‘Traditional brand equity’ with its corresponding parameter under column ‘Online brand equity’

II. Differentiate the terms – ‘brand experience’ and ‘brand equity’.

[9 marks]

b) As an IT consultant in a product company, you strongly advocate the benefits of eCRM. What are the top 5 eCRM benefits you would highlight to the stakeholders? Discuss the benefits in detail.

[10 marks]

c) What are the main types of online marketing communications for traffic building? Provide relevant examples for each category.

[6 marks]

d) Search engine optimization (SEO) involves a structured approach used to increase the position of a company or its products in search engine. Explain top 4 factors that influence search engine rankings in

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approximate order of importance.

[8 marks]

[Total: 33 marks]

Q.4 a) What are the top five problems in Supply Chain Management (SCM) and how e-business can reduce these problems?

[12 marks]

b) What are the key activities performed at upstream and downstream side of SCM. Briefly summarize the usage of e-commerce technologies by Tesco to transform its SCM.

[10 marks]

c) Design a typical IS infrastructure for SCM by highlighting Supply Chain planning systems, Supply Chain execution systems, Enterprise Resource Planning database and data warehouse.

[5 marks]

d) The three fundamental models for location of B2B e-commerce are sell side, buy side and marketplace based. With reference to these three models, briefly explain the options for introducing e-procurement in each of the model.

[6 mark]

[Total: 33 marks]

---End of Examination Paper---

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