COIT20250 E-Business System: E-Commerce Marketing and Advertising

This portfolio provides a comprehensive overview of key aspects of e-business systems, focusing on building an e-commerce presence, ensuring security and effective payment systems, developing sound business strategies, and implementing marketing and advertising techniques. It begins by detailing the process of establishing an e-commerce presence, emphasizing the importance of a mission statement, target audience, timeline, and budget, alongside SWOT analysis. The portfolio then addresses e-commerce security, highlighting potential threats and mitigation strategies, including policies, procedures, and technology maintenance. Furthermore, it explores various e-commerce business strategies, such as value proposition, revenue models, and competitive environment analysis. Finally, it discusses e-commerce marketing and advertising, emphasizing the advantages of online ads and the significance of understanding consumer behavior. This portfolio underscores the importance of strategic planning and execution in creating and maintaining a successful e-business.

Running head: E BUSINESS SYSTEM
E business system
Name of the Student
Name of the University
Author Note

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Secret URL as generated:
https://mahara.cqu.edu.au/view/view.php?t=UfV653zSkAYjQNTLumpE
Week 3: Building an E-Commerce Presence
The week 3 learning involved a clear understanding of the process of building and e
commerce presence. The learning outcomes of this week included a clear understanding of the
different processes associated with the e commerce presence. The class discussion included the
objective of FT in re designing its online presence and the associated considerations. In order to
successfully create an e commerce presence, it is essential that the idea and vision includes a
mission statement, target audience, development time line and preliminary budget. Proper
estimation of all these factors will result in creating a successful e commerce presence. The
lectures of this week have provided the importance of an e commerce presence as in today’s
business world, only having the web presence is not enough (Lu, Fan & Zhou, 2016). An online
business has become a necessity for ensuring the success of a business. However, there are
certain crucial aspects of building an e commerce presence that has to be kept in mind. Not only
the idea of e commerce present will help in growth of the business but it is very essential to
undergo a SWOT analysis in order to understand the importance of the different strengths and
weaknesses of the idea. The cost consideration is important as well. And e commerce presence
indicates setting up of a website that will be a key to the increase the customers’ reach. The
development and go live of the website should further include a proper milestone and timeline
for the project. In setting up of an e commerce presence, there are certain factors that are needed
to be considered (Han, Min & Lee, 2016). The main factors to consider include management,

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hardware architecture, software and design needs of setting up of an e commerce presence. The
telecommunication and the human resources need are also to be considered in ensuring the
project success. Since one of the major factors in ensuring the successful implementation of e
commerce presence is proper planning of the same, it is essential to consider proper planning of
having an e commerce presence. The different steps of successful implementation of an e
commerce presence by developing a website includes the phases such as systems analysis and
planning, system design, building the system, testing and implementation. This week’s lecture
have provided with a detailed understanding of the importance of proper planning in
development of an e commerce presence in form of business website (Calefato, Lanubile &
Novielli, 2015). The development of the website should be proper and therefore it is essential to
make a proper choice of development of the website. It is to be understood whether and in house
development of the website or a complete outsourcing will be required based on the need of the
business. The class discussion further includes an understanding of the value that Weebly offer
in small business. Weebly makes creating the website for and e commerce presence quite easy
and therefore it adds great value to the existing business. After development of the website,
proper testing of the same is essential as well.
References
Calefato, F., Lanubile, F., & Novielli, N. (2015). The role of social media in affective trust
building in customer–supplier relationships. Electronic Commerce Research, 15(4), 453-
482.

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Han, S., Min, J., & Lee, H. (2016). Building relationships within corporate SNS accounts
through social presence formation. International Journal of Information
Management, 36(6), 945-962.
Lu, B., Fan, W., & Zhou, M. (2016). Social presence, trust, and social commerce purchase
intention: An empirical research. Computers in Human Behavior, 56, 225-237.
Week 4: E-Commerce Security and Payment Systems
After successful creation of an e commerce presence, it is very essential to evaluate and
ensure proper e commerce security and payment system. The lectures of week 4 have provided a
detailed understanding of the e commerce security and the security of the payment systems
associated with an e commerce web presence. This week’s learning has given a detailed idea of
the scope of an e commerce crime associated with an e commerce website along with the key
security threats associated with an e commerce environment. These security threats can be
properly mitigated by making an accurate use of the technology. The main areas of concern

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include the importance of policies, procedure and the proper maintenance of the e commerce
payment systems (Chaudhry et al., 2016). The electronic billing and the payment systems are
more prone to security attacks and therefore proper concentration is needed in this field. The
class discussion included the differences between hacking and cybercrime, the knowledge of
which is very important in understanding the different security issues associated with creation of
e commerce presence (Trautman, 2015). There has been a considerable increase in the
cybercrime rate and therefore it is essential to have a clear idea of the different security issues
associated with the e commerce websites. An average total cost of the data breach to US
Corporation was nearly $4 million according to a survey of 2016. Therefore, it is essential to
achieve a good level of security in e commerce website by making use of new technologies and
the organizational policies and the procedure. These factors are associated with the industry
standards and the government laws. The other factors that are needed to be considered in
developing a secure website is cost of security and potential loss associated with the project. The
main vulnerability associated with the use of the e commerce environment is present in client,
server and communication pipeline. The presence or infusion of a malicious code in the program
can be a major security risk associated with the website. The exploits that can be present in such
website includes viruses, worms and the ransomware (Nilashi et al., 2015). The potentially
unwanted programs associated with development of the website include the adware, spyware and
the browser parasites. This can further make the payment system of the website quite vulnerable.
A e commerce website is further associated with the risk of phishing that includes any deceptive
online attempt of the third party in obtaining the confidential information of the website and
making use of the same in gaining a confidential information. Other significant security risks
associated with an e commerce website include hacking, cybervandalism and hacktivism. The

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data breaches associated with the use of website results in the loss of important information from
the website that can be a result of the identity fraud or data theft. This week’s learning has
security risks of spoofing, pharming and spam websites.
References
Chaudhry, S. A., Farash, M. S., Naqvi, H., & Sher, M. (2016). A secure and efficient
authenticated encryption for electronic payment systems using elliptic curve
cryptography. Electronic Commerce Research, 16(1), 113-139.
Nilashi, M., Ibrahim, O., Mirabi, V. R., Ebrahimi, L., & Zare, M. (2015). The role of Security,
Design and Content factors on customer trust in mobile commerce. Journal of Retailing
and Consumer Services, 26, 57-69.
Trautman, L. J. (2015). E-Commerce, Cyber, and Electronic Payment System Risks: Lessons
from PayPal. UC Davis Bus. LJ, 16, 261.

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Week 5: E-Commerce Business Strategies
This week’s learning have provided with a clear understanding of the e commerce business
strategies. A proper business models include business model, business plan and the e
commerce business model. The eight key elements of the business model includes value
proposition, revenue model, market opportunity, competitive environment, competitive
advantage, market strategy, organizational development and the management team. The
value proposition addresses one of the most significant questions which is “Why should the
customer buy from you?”. A successful e commerce value proposition can only be achieved
with the personalization and customization of the website according to the requirements of
the customers (Chaffey, 2015). The class discussions further gave an overview and insight of
the foursquare including the revenue models used by Foursquare along with the privacy
issues and concerns associated with the location based mobile services. For generation of a
successful e presence, it is very essential to understand the market size, a particular
organization intend to serve. One of the essential business strategies is proper evaluation of
the competitive environment (Mazzarol, 2015). This is because it is essential to investigate
the number and size of active competitors that can influence the business of the particular
organization. The market share of the competitor is needed to be analyzed as well in order to
develop a proper business strategy. The knowledge about the pricing of the competitors’
goods on the website is essential for understanding the requirements. The competitive
environment associated with a business is mainly influenced by the number and size of the
active competitors. The competitive advantage of the business organization is needed to be
evaluated as it helps in understanding the strengths of the organization. Proper knowledge of
the strength and weaknesses of an organization is essential for designing the business

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strategy in a particular manner. The lecture of this week gave a proper idea of the
organizational development which is an integral business strategy of the project. A strong
management team is further essential for actually making the business model work. This
week’s learning has provided a proper idea and insight on business and overview and
importance of crowdfunding in designing the business strategies of the organization. In order
to establish an e presence an organization is needed to establish a B2C model or content
provider. The class discussion further gave a proper knowledge about the value that internet
of things have for business and the impact of IOT on content industry (Ngai, Tao & Moon,
2015). A B2C business model is associated with the revenue models and the variations that
are required for proper designing of the different business models. There are certain
characteristic of B2B models that should be considered while creation of an e presence. It is
the responsibility of the organization to determine which type of e commerce website the
organization will be requiring in order to increase its customers reach. However, the business
strategies should consider disruptive technologies and digital disruption associated with the
use and development of such website.
References
Chaffey, D. (2015). Digital business and E-commerce management. Pearson Education Limited.
Mazzarol, T. (2015). SMEs engagement with e-commerce, e-business and e-marketing. Small
enterprise research, 22(1), 79-90.
Ngai, E. W., Tao, S. S., & Moon, K. K. (2015). Social media research: Theories, constructs, and
conceptual frameworks. International Journal of Information Management, 35(1), 33-44.

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Week 6: E-Commerce Marketing and Advertising
The week 6 lecture gave an overview of the e commerce marketing and advertising. After
setting up a proper commercial website for the organization, it is essential to advertise it in order
to ensure greatest customers’ reach. This week’s learning gave a clear idea about the importance
of internet audience in establishing a proper e presence. The advertisements play a leading role in
establishing and marketing the brand value of an organization (Strauss & Frost, 2016). There are
certain advantages of the mobile ads over the traditional ads and possess certain risks as well.
The online advertisements provides a greater reach with the audiences as the growth with the
advancement of technology, majority of the households not only in US but also across the word
has internet as well as broadband access (Chen, Su & Widjaja, 2016). Therefore, an online
advertisement is expected to provide a larger audience reach in comparison to the traditional
advertisement. Furthermore, the household that does not have any broadband access has an
option to access the internet via mobile or other locations such as cyber café. Therefore, the
internet or online advertising definitely provides platform for promoting an organization.
However, one of the key requirements of successful advertising is proper study of the consumer
behavior. This will further help in creating targeted advertisements. The profile of the online

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consumers can be researched well in order to develop a targeted advertisement. Researches
prove that there are certain stages associated with the consumer decision process. This include
the awareness of need, search of the information, evaluation of the alternative, actual purchase
decision and post purchase contact with the firm. The general online behavior of the customers is
needed to be analyzed in order to understand the online purchase decision of the consumers
(Tanner & Raymond, 2015). With the emergence of technology, it is seen that there has been a
considerable increase in online and internet shoppers. It is seen that the online traffic influences
the offline brand shopping as well. This week’s lecture has provided an overview of the
important factors associated with shaping decision of online purchase. Trust and utility is
essential factors in shaping an influencing the factors that shape the decision of purchasing
online. The strategies and tools for advertising digital commerce include access o personalized
contents and the website should be more communal. There are certain considerations associated
with proper marketing of the goods. The different platforms are needed to be integrated in a
proper way in order to market the goods or the e presence of the organization in an effective
manner. The use of online advertising and online marketing is a good strategy in targeting the
digital markets and the users of the digital space. The advantage of online marketing and online
advertising is that those ad targets the individuals. Personalization of the services is possible with
the help of digital marketing. The tools for traditional online marketing and advertising tools
include the search engine marketing and advertising, display ad and marketing, email marketing,
affiliate marketing, viral marketing and lead generation marketing. However, there are certain
challenges associated with the online marketing such as span, poor targets and so on can differ
the result of online marketing and advertising.
References

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Chen, J. V., Su, B. C., & Widjaja, A. E. (2016). Facebook C2C social commerce: A study of
online impulse buying. Decision Support Systems, 83, 57-69.
Strauss, J., & Frost, R. D. (2016). E-marketing: Instructor's Review Copy. Routledge.
Tanner, J., & Raymond, M. (2015). Principles of marketing. University of Minnesota Libraries
Publishing.
Week 7: Social, Mobile, and Local Marketing
This week learning gave an overview of the social, mobile and the local marketing. It is
very essential to understand the differences between the traditional online marketing and new
social mobile local marketing platforms. The use of online marketing has increased in the recent
years with the increase in the number of internet audience (Tuten & Solomon, 2017). However, it
becomes very essential in understanding the capabilities of the local marketing campaigns. In
understanding the importance of the social, mobile and the local marketing it is essential to
understand the success of such marketing campaigns. Inline portals such as pinterest can engage
its users in traditional online marketing (Scott, 2015). The social, mobile and local marketing
concepts help in targeting a particular group of audience. This week’s learning has provided a

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detailed overview of the different concepts of social, mobile and local marketing along with their
advantages and disadvantages. The strong ties between the consumers of the social networks
considerably influence the shopping behavior of the consumers. The online marketing platforms
mainly include the mobile platform and the social media platform. However, it is very essential
to understand the traditional online marketing goals and social marketing goals in order to
understand their features (Rowles, 2017). The goal of social marketing is to encourage the
consumers in online purchase or online interaction with the brand. This in turn strengthens the
brand value. The researches prove that the most popular sites accounts for nearly 90% of the
social network visits which include the facebook, Google+, twitter, pintereset and tumblr. In
order to design a targeted social marketing it is essential to understand the basic features of these
social media platform. For example, the basic feature of facebook includes News Feed, Timeline
and search. The use of facebook as a platform for marketing helps in maximizing the connection
of a particular brand with its users. The lecture of week 7 has further provided an understanding
about the process of social media analytics that generally helps the companies in identifying and
attracting the customers. There are certain challenges associated with the use of social media as a
marketing platform and therefore, it is essential in measuring the effectiveness of the social
marketing campaigns. Twitter marketing has considerably increased over the years as it helps in
real time interactions with the consumers. There are almost 310 million twitter users worldwide
out of which 90% of the twitter users access twitter with the help of mobile devices. Therefore a
targeted mobile marketing can help an organization in reaching a larger audience base which is
vital for developing a successful e commerce presence. The marketing tools associated with the
social media platform of twitter are promoted tweets, promoted trends, promoted accounts,