AKTU E-Business and Digital Marketing (BMLS403) Syllabus PDF – MBA (Logistics & Supply Chain Management) 4th Semester

Course Objectives

The course aims to:

1. Remember and understand the foundational concepts of digital business models and Industry 4.0/5.0 technologies, and their relevance to modern organisations
2. Analyse the concept of technological infrastructure supporting e-business, including security, privacy, and legal concerns.
3. Apply tools, platforms, and automation technologies to plan and execute effective digital marketing strategies
4. Create and evaluate digital business models using strategic thinking in a competitive and evolving digital marketplace
5. Understand and apply innovations in digital procurement, logistics, and supply chain management driven by emerging technologies

Unit I: Introduction to Digital Business and Industry 4.0 (5 Hours)

Overview of digital business and e-commerce fundamentals; E-Business models: B2B, B2C, C2C, B2G; Marketplace analysis and consumer behavior in digital markets; Drivers of digital business growth and emerging trends; Industry 4.0 and 5.0 concepts, technologies (IoT, AI, Big Data), and business impact; Latest updates and emerging trends in e-business.

Unit II: Digital Business Infrastructure and E-Business Environment (10 Hours)

Components of digital business infrastructure: Cloud computing (SaaS, PaaS, IaaS), Web services, APIs, Virtualization, SOA; Electronic Data Interchange (EDI) basics; Selecting and managing hosting/cloud providers, security challenges; Social, ethical, and legal factors influencing e-commerce adoption; Privacy, trust, intellectual property, and e-commerce laws;

Electronic contracts, digital signatures, and payment mechanisms.

Unit III: Digital Marketing Fundamentals and Automation (8 Hours)

Digital marketing channels: SEO, SEM, Social Media, Email, Content, PPC, Affiliate marketing; Social media platforms strategy and content creation; Digital branding, reputation management, and customer engagement; Campaign management, lead generation, CRM automation; Digital marketing analytics and performance measurement; Emerging trends: influencer marketing, video marketing, AI in marketing; .Unit IV: Digital Business Strategy and Competitive Analysis (10 Hours) Digital business strategy formulation and implementation; Digital channel strategy, omnichannel and mobile-first approaches; Competitive environment analysis: threats, co-opetition, competitor mapping; Business, revenue, and service model innovation in digital markets; Marketplace restructuring and supply chain digital capabilities; Resource-advantage and digital ecosystem strategy

Unit V: E-Procurement, E-Logistics, and Emerging Technologies (7 Hours)

Digital procurement processes and participants; Drivers, benefits, and challenges of e-procurement adoption; Push and Pull supply chain models in digital environments; E-logistics technologies: ASN, GPS, GIS, Barcoding, RFID, IoT-enabled tracking; Blockchain role in supply chain transparency and security; Integration of digital technologies in procurement, logistics, and supply chain management Practical:

Working on SEOs, Content Writing, Use of Marketing automation tools and platforms, Google Analysis of digital marketing strategies of various companies.

Working on various analytics tools

Course Outcomes

Suggested Readings

1. Bhaskar, B. (2018). Electronic commerce: Framework, technologies and applications (4th ed.). McGraw-Hill Education India.
2. Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing (7th ed.). Pearson Education.
3. Dave Chaffy, Digital Business and E commerce Management – Strategy, Implementation and Practices (Pearson)
4. Efraim Turban, Jae Lee, David King, H.Michael Chung, “Electronic Commerce–A Managerial Perspective", Addison-Wesley
5. Elias. M. Awad, " Electronic Commerce", Prentice-Hall of India Pvt Ltd.
6. Gerhard Oswald & Michael Kleinemeier, Shaping the Digital Enterprise: Trends and Use Cases in Digital Innovation and Transformation (Springer)
7. Joseph, P. T. (2019). E-commerce: An Indian perspective (5th ed.). PHI Learning Pvt. Ltd
8. Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. Wiley.
9. Laudon, K. C., & Traver, C. G. (2023). E-commerce 2023: Business, technology, and society (17th ed.). Pearson Education.
10. RaviKalakota, Andrew B. Whinston, "Electronic Commerce-A Manager's guide", Addison-Wesley.
11. Saini, A., & Saini, R. (2021). E-commerce and digital marketing. Kalyani Publishers.