01.00DEMONSTRATE KNOWLEDGE OF THE INTERNET TO ENHANCE WORKPLACE PERFORMANCE—The student will be able to:
01.01Explain the history of the Internet and development of e-commerce. / Explain the impact of the Internet on marketing. / 20.08 Discuss history and emerging trends.
01.02Discuss the social, economic, and political impact of the Internet on society. / Explain the impact of the Internet on purchasing. / 20.06 Discuss political, ethical and legal issues of using the Internet.
20.10 Discuss social impact of the Internet (commerce, relationships, gathering personal research, validity of data).
01.03Explain the relationship between the Internet and the World Wide Web.
01.04Identify accepted Internet etiquette (i.e., netiquette). / 20.07 Define and discuss netiquette. (July 2001)
01.05Identify and describe Web terminology. / 20.01 Define the Internet and industry related terms.
01.06Identify the differences between the Internet, Intranet and WWW.
01.07Describe and demonstrate the use of the different methods by which information may be accessed on the Internet/Intranet (browser, FTP, gopher, telnet, server). / 20.02 Identify services the Internet provides (file transfer protocol, newslists, e-mail).
01.08Explain the main elements of Web Browsers (example: status bar, refresher button, toolbar tabs, scroll bars, location field, title bar, bookmarks). / 20.12 Discuss principles of navigating a browser (e.g., Netscape, Internet Explorer).
01.09Copy information from the Internet/Intranet, save, and print using a Web browser.
01.10Identify and use search engines to locate information. / Demonstrate basic search skills on the Web. / 20.13 Discuss search engines (Yahoo, Excite).
01.11Define Web robot/bot/spider and identify its advantages.
01.12Explain the difference between a search engine and a web directory.
02.00DEMONSTRATE KNOWLEDGE OF E-COMMERCE PRINCIPLES.—The student will be able to:
02.01Define Electronic Commerce (e-commerce).
02.02Explain domain name and why it is important to e-commerce sites. / 20.15 Identify process for securing a domain name.
20.16 Discuss copyright and registered trademark issues in securing a domain name.
02.03Identify and describe the difference between ‘brick-and-mortar’ and ‘click-and-mortar’ businesses. / Identify ways that technology impacts business.
02.04Describe business-to-business e-commerce. / Identify ways that technology impacts business.
02.05Describe business-to-consumer e-commerce. / Identify ways that technology impacts business.
02.06Define the scope of business-to-consumer e-commerce. / Identify ways that technology impacts business.
02.07Identify the components of a successful business-to-consumer e-commerce site. / Identify ways that technology impacts business. / 27.05 Discuss the changing hardware and software environment as it applies to Internet marketing.
02.08Identify and discuss issues associated with business-to-consumer e-commerce. / Describe unique aspects of Internet sales.
02.09Describe the difference between e-tailing and wholesaling. / Describe the nature of retailing.
Explain the nature of e-commerce.
02.10Explain how e-commerce is similar to and/or different from traditional commerce. / Explain the role of business in society. / 21.10 Compare and contrast Internet law with traditional business law.
02.11Identify types of businesses most likely to succeed online. / 21.04 Identify products best suited for Internet marketing.
03.00DEVELOP AN AWARENESS OF CAREER OPPORTUNITIES AND OPTIONS IN E-COMMERCE AND THE CRITERIA FOR ENTERING THOSE FIELDS—The student will be able to:
03.01Identify entry-level positions in e-commerce.
03.02Identify education, skills, and training requirements for possible career pathways in e-commerce.
03.03Identify present and future employment opportunities. / Explain employment opportunities in e-commerce. / 26.06 Discuss impact of e-commerce on business world and job market.
03.04Compare salary ranges and benefit packages.
03.05Design a personal career ladder in e-commerce with a time-line for career advancement. / 27.01 Develop a plan for pursuing a specific career in Internet marketing, including training and educational requirements, needed skills and abilities, and steps for reaching career goals in the chosen career.
03.06Identify professional organizations in the area of e-commerce.
03.07Define the role of a webmaster.
03.08Identify job titles and describe the job functions of a web development team.
04.00PERFORM E-MAIL ACTIVITIES.—The student will be able to:
04.01Describe e-mail capabilities and functions.
04.02Explain how to setup an e-mail address.
04.03Explain the rules for using e-mail on the Internet.
04.04Describe the issues involved in sending and receiving documents as e-mail attachments.
04.05Use the Internet to perform e-mail activities. / Use e-mail functions.
04.06Utilize all applicable e-mail options and functions (forward, reply, attach, address book).
04.07Organize and manage e-mail messages.
04.08Explain some abbreviations, acronyms and emoticons used in e-mail.
04.09Explain the purpose of an e-mail signature and how to create one.
05.00IDENTIFY THE CHALLENGES AND ISSUES ASSOCIATED WITH E-COMMERCE BUSINESS MODELS —The student will be able to:
05.01Explain the scope of e-commerce and how it relates to business operations.
05.02Explain how the self-serve economy impacts e-commerce.
05.03Discuss the global impact of e-commerce. / 26.04 Discuss the risks of marketing across international borders (e.g., legal, distribution issues).
05.04Identify ways e-commerce sites can develop and enhance customer relationships to encourage repeat business and brand loyalty. / Explain the use of brand names in selling. / 21.12 Select optimum Internet marketing method(s).
05.05Explain why the main purpose of any e-commerce site is to transform surfers into customers.
05.06Identify the range of costs associated with developing an e-commerce site. / 21.11 Conduct a cost analysis.
23.05 Identify sites for linking strategy and determine associated costs.
05.07Identify security issues involved in developing a site (firewalls, sniffer programs, hacking, viruses, encryption, SSL, TSL, digital certificates). / Identify strategies for protecting business’s web site.
Identify strategies for protecting online customer transactions. / 20.09 Discuss security issues (firewalls, hacking, viruses, e-commerce).
05.08Explain why web site design is critical to the success of an e-commerce venture.
05.09Discuss advantages/disadvantages of using an e-commerce developer or an in-house web team to design and maintain a site.
05.10Define SET and compare it to SSL.
05.11Explain how PGP works.
05.12Define Structured Query Language (SQL).
05.13Explain how SQL enables users on the Internet.
05.14Define electronic payment. / 26.05 Discuss impact of electronic data interchange (EDI) on e-commerce.
05.15Discuss customer security and privacy issues when providing financial information on the Internet. / Identify strategies for protecting online customer transactions. / 22.06 Establish security measures (e.g., firewalls, backups, virus protection).
05.16Explain different payment methods available for online purchase (credit card, e-check, e-cash, smart card, electronic wallets, virtual credit cards). / 23.06 Identify steps for establishing e-commerce (e.g., securing credit card services, implementing security, database setting up shopping cart software and electronic malls).
05.17Explain the Electronic Funds Transfer Act and its application to online payments.
06.00DEVELOP AN ONLINE MARKETING PLAN—The student will be able to:
06.01Identify trends in e-marketing. / Describe Internet pricing models.
Describe the impact of the Internet on pricing decisions.
06.02Define marketing-related terms.
06.03Describe the affect of e-mail and spamming on marketing in e-commerce sites. / Explain the nature of e-mail marketing. / 20.05 Identify the differences between unsolicited commercial messages and opt-in e-mail.
06.04Identify legal, ethical and privacy issues in online marketing.
06.05Explain target marketing and niche marketing in relation to e-commerce. / 21.05 Identify target market for a select product.
21.06 Develop message for target market.
06.06Describe customer profiling and related issues. / 20.11 Discuss demographics of Internet users.
06.07Identify the various types of advertising options in e-commerce (links, banner ads, affiliate programs, pop-up windows, viral marketing, newsgroup postings). / Explain the nature of online advertisements. / 21.02 Assess current product marketing efforts (e.g., direct marketing, cable, print, media, newspaper).
06.08Describe electronic marketing techniques. / Describe sales-promotion techniques for e-commerce. / 21.08 Research and analyze current marketing methods including those of the competition.
06.09Identify types of and describe the use of databases in e-commerce sites. / Maintain customer database.
Explain the use of data mining. / 23.02 develop potential customer database (e.g., demographic, purchase references, address, e-mail).
06.10Explain how electronic catalogs work Internet sales.
06.11Explain database-driven system and describe its advantages over a static catalog. / Identify data available through online tracking methods.
06.12Analyze e-commerce solutions including shopping carts, electronic malls, order entry systems, full cost display and smart cards. / 22.07 Analyze e-commerce solutions (e.g., shopping cart software, electronic malls, order entry systems, smart cards).
06.13Identify, define and discuss shipping options for an e-commerce web site.
07.00DEMONSTRATE AN AWARENESS OF THE ISSUES INVOLVED IN A GLOBAL/INTERNATIONAL E-COMMERCE ENVIRONMENT.—The student will be able to:
07.01Define and discuss the advantages of global/international e-commerce. / Explain the economic impact of e-commerce. / 26.01 Identify global marketing trends in the Internet marketing industry.
07.02Describe the implications of trade barriers on global e-commerce. / Describe the impact of e-commerce on international trade. / 26.04 Discuss the risks of marketing across international borders (e.g., legal, distribution issues).
07.03Describe the effect of currency exchange rates on international e-commerce.
07.04Identify cultural attitudes and practices in the USA that could inhibit successful business operations in another country.
07.05Describe changes in American business practices required for success in the global marketplace. / 26.02 Analyze impact of global Internet marketing on traditional marketing methods.
07.06Identify and discuss import, export, and international tax laws and their affect on e-commerce trade. / 21.09 Determine legal issues that may affect on-line marketing (e.g., where a sale is located, privacy issues, collecting and paying sales tax across sate or international borders, emerging Internet laws).
07.07Analyze multi-cultural influences on global e-commerce. / 26.03 Analyze multicultural influences on global Internet marketing trends.
08.00RESEARCH THE PLAN AND DESIGN OF AN E-COMMERCE WEB PAGE.—The student will be able to:
08.01Research web site design principles and explain how each contributes towards an effective web site. / 23.01 Identify role of website in marketing mix (e.g., marketing department, human resources, public relations, customer service and support, database references, file transfer protocol, sales, newsletters).
08.02Compare and contrast positive and negative features of different web sites.
08.03Identify elements of a web page.
08.04Plan the goals, structure and design of the web site.
08.05Determine business goals for the e-commerce site.
08.06Determine product assortment, incentive, pricing, payment and shipping options.
08.07Develop a storyboard for the web site. / Write content for use on the Internet. / 22.02 Develop and test market storyboard for the message (e.g., interpret test market results and modify design changes).
08.08Explain the importance of loading time as an element of web site design.
08.09Define HTML, DHTML, XML, VRML, WEB PAGE DESIGN SOFTWARE and how each can be effectively used in creating an e-commerce web site / 22.01 Research and analyze software and hardware requirements (e.g., Java, Hypertext Markup Language (HTML), Cold Fusion, Flash).
08.10Explain the role of browsers in reading files on the World Wide Web (text only, frames, no frames, hypertext). / Optimize business’s website placement with major search engines and directories.
08.11Identify how different browsers affect the look of a web page.
08.12Explain various scripting languages (JavaScript, Visual Basic).
08.13Visit a web site and indicate ASP scripts.
08.14Visit web sites with site maps and critique the organization, simplicity, clarity, and impact on the surfer.
08.15Visit web sites and critique the contents organization, interest, related links, and whether or not it was entertaining to the surfer.
08.16Visit web sites and critique the FAQ page/s for clarity and organization.
08.17Explain the economic impact of having surfers and customers use FAQ’s.
08.18Explain how bandwidths affect data transmission and on-screen image.
08.19Discuss software availability in web site design. / Integrate software applications. / 27.03 Demonstrate proficiency in software and hardware related to the student’s selected marketing career plan.
08.20Identify, describe and explain the use of a variety of design tools including navigation bars, hyperlinks and navigation aids.
08.21Explain how the proper use and placement of each element is critical to the site’s impact to attract surfers and potential customers. / 26.07 Explain impact of the shifting of the purchasing function from the supplier to the purchaser.
08.22Explain how content presentation determines if surfers become customers.
08.23Discuss reasons why surfers visit web sites and may become eventual customers.
08.24Evaluate online catalog implementation methodologies.
09.00CREATE AN E-COMMERCE WEB SITE―The student will be able to:
09.01Create a business for an e-commerce site.
09.02Create a web page. / Create and post basic web page.
Design website. / 22.04 Create website content.
09.03Create and apply a custom theme and a solid color background. / Describe tools used in website creation.
09.04Create a logo.
09.05Add clip art, graphics, images and/or photos and text. / 22.03 Design text and corresponding multi-media elements required by a storyboard (e.g., graphics, audio-visual).
09.06Add animation to text and objects using DHTML.
09.07Utilize navigation aids and plug-ins.
09.08Add graphic buttons.
09.09Add form elements.
09.10Add graphics as a form button.
09.11Link buttons and forms.
09.12Embed audio and video files.
09.13Add a host counter to display the number of times the web page has been visited. / 23.08 Establish means to identify your customer base and marketing profile (e.g., surveys, hit counters, on-site registration, log-in data analysis).
09.14Organize information using frames.
09.15Launch the web browser and view the page created.
09.16Test the website for effectiveness (loading time, graphics, link integrity). / 22.05 Test website for effectiveness (e.g., loading, graphics, view from different browsers, link integrity).
10.00APPLY SKILLS THAT WILL ENHANCE THE PRESENTATION, VALUE AND PROFITABILITY OF THE WEB SITE. —The student will be able to:
10.01Develop site personality (create useful site content). / Maintain/update website.
10.02Discuss the advantages and disadvantages of outsourcing vs. an in-house team to create and manage the e-commerce site. / 23.04 Subscribe to outside groups to enhance presence (e.g., usergroups, listservers, newsgroups, databases).
10.03Determine customer service options (e.g., e-mail, phone, fax). / Describe the nature of customer support for on-line sales.
10.04Determine the terms and conditions of sale, including warranties, after-sales service, and privacy assurances. / Identify strategies for protecting online customer transactions.
10.05Explain client-side application.
10.06Explain the purpose of forms in e-commerce web sites.
10.07Design forms for e-commerce web sites using different procedures for constructing forms (HTML tags, Software programs). / 27.02 Demonstrate competencies required at the career sustaining level in a chosen marketing position.
10.08Use JavaScript to validate data in form fields.
10.09Use programming tools to make web site more powerful and interactive. / Explain the use of personalization strategies in e-commerce activities.
10.10Explain the difference between dynamic and static web programming.
10.11Use programming language to support multi-tasking and exception handling. / Identify strategies for protecting business’s website.
10.12Create a site map and explain its importance.
10.13Create a Frequently Asked Questions Page.
SPS’s Covered in BST / Demonstrate basic word-processing skills.
Demonstrate basic presentation software skills.
Demonstrate basic database skills.
Demonstrate basic spreadsheet skills.
Demonstrate basic desktop publishing functions.
Performance Indicators Not Included
May be covered in E-Commerce Entrepreneurship /
Business Fundamentals
Place orders/reorders.Explain the concept of merchandising. / 20.03 Identify advantages and disadvantages of marketing on the Internet (e.g., cost, accessibility).
Warehousing/Stock Handling
Process incoming merchandise.Resolve problems with incoming shipments.
Process returned/damaged product.
Store merchandise. / 20.04 Identify forms of communication (website, e-mail, newsgroups, chat rooms).
Order Fulfillment
Fulfill orders. / 20.14 Discuss criteria for selecting an Internet Service Provider (ISP) (e.g., bandwidth, hard drive space).Inventory Control
Explain the nature of inventory control systems. / 21.01 Compare and contrast marketing options for a variety of products.21.03 Develop product business plan (e.g., sales revenue, projection, expenses, cash flow, profit).
21.06 Develop message for target market (e.g., niche market).
21.07 Determine optimum message delivery method.
21.13 Conduct a formal presentation of a market analysis and recommended solutions (e.g., supervisor to client).
23.03 Identify products or services appropriate for push-technology advertising.
23.07 Identify processes to improve visibility in search engines.
24.0 Manage an Internet Marketing Campaign—24.01-24.11
25.0 Apply entrepreneurial concepts to Internet marketing—25.01-25.06
26.05 Discuss impact of electronic data interchanges (EDI) on e-commerce).
27.04 Develop forms of documentation for inclusion in a marketing career portfolio.
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