Social Commerce is an introductory course in an emerging, quickly developing field which utilizes social media, including Web 2.0 tools and social network sites, to conduct e-commerce, e-marketing and other e-business activities. The course covers the areas of buyer behavior, social media marketing, social enterprise (Enterprise 2.0), social government, crowdsourcing, social entertainment and gaming, social strategy, market research and analytics, Facebook commerce (f-commerce), and several other critical topics. The course is managerially-oriented and it includes many social media applications as assignments. The pre-requisites are: Basic knowledge of introduction to MIS, marketing and e-commerce. (Primers on e-commerce and e-marketing are included in the book).
Upon completion of this course the student will be able to:
• Understand the essentials of social commerce and its strategic value.
• Define social media and describe their composition and tools.
• Explain the major supporting theories behind social commerce.
• Describe the components of social commerce
• Explain how social media are used in marketing communication (including advertising, reputation management and company-owned social media content.).
• Discuss how social media can engage customers in social commerce activities.
• Describe the major models of social shopping.
• Explain social CRM and the use of social media to support it.
• Describe the content of social enterprise (Enterprise 2.0) and its benefits and business models.
• Explain crowdsourcing and collective intelligence and relate them to social commerce activities (e.g., idea generation).
• Be familiar with many applications of social commerce such as social entertainment, social government and social learning.
• Describe social strategy, performance and analytics, including competitive strategy and innovation application.
• Assess the implementation and deployment issues involved in social commerce.
• Understand the importance and major capabilities of Facebook commerce.
Student Learning Strategies
• Learn the important terminology for this emerging field, as presented in the book's extensive glossary.
• Follow links within each chapter to learn more deeply about many of the topics.
• Read case histories within each book chapter and answer challenging questions about the company's social media strategies.
• Use end-of-chapter review questions for evaluating chapter learning.
• Engage in the social commerce topics with end-of-chapter activities: discussion, debates and Internet exercises.
• View videos and answer relevant questions about them.
• Dig more deeply into chapter topics with end-of-chapter team assignments and activities.
• Solve interesting, current case problems selected for each chapter by the award winning Case-Mate (available on many mobile devices).