专业方向介绍系列之六: Managing Electronic Commerce

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专业方向介绍系列之五: Management
尽管MBA 申请不象其它master program那样强调专业方向, 但由于每个申请人的工作背景和职业目标还是多有确定的取向的; B-School在录取人的特点上以及课程设置上也充分考虑到专业发展方向的问题. 下面继续给大家介绍B-School一般的专业课程设置.

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The Internet is offering a fundamentally new way of conducting business, creating tremendous opportunities and risks for organizations. E-commerce and computer-mediated interaction have transformed business by providing instantaneous large-scale nearly free commercial communications. This has changed vendor management and the nature of the supply chain and consumer and business marketing. It provides opportunities for customizing products, services, and advertising and promotional initiatives. Firms are able to measure the impact of marketing programs and supply-chain decisions as never before. Electronic commerce for many organizations also represents a new and unique path to the marketplace, leading to complex and innovative opportunities for distribution and for pricing. It raises important public policy issues related to privacy and the control, value, and use of information.

This Managing Electronic Commerce major is intended to provide an in-depth foundation for those interested in pursuing ventures specifically focused on the Internet (such as electronic retailing, providers and packagers of information or communication, etc.) as well as traditional product/service firms that are attempting to define the appropriate role for electronic commerce. It also provides a useful basis for consulting to both these types of organizations. Non-majors interested in an overview of business and policy in the electronic commerce area should also find selected courses from this major of interest.

The purpose of the major is to highlight those principles that will meet the following two objectives:
They will be timeless, based on sound theoretical principles; the recent collapse of dot-coms and much of the first generation of eCommerce firms underscores once again the importance of this.
They will be current and immediately applicable, and thus will prepare our graduates for leadership positions in industries attempting to deal with the impact of electronic commerce and information-based strategies. Key strategic choices will be in the areas of online pricing, degree of individualized or customized products and services, and the choice of online, traditional, or hybrid distribution channels.
The major provides an interdisciplinary approach to several decision areas, including advertising/communication, electronic retailing, information structures for large organizations, pricing, product and service design, and supply chain management. It builds on faculty and courses from departments such as Management, Marketing, Operations and Information Management, and Business and Public Policy.


Since a large number of elective courses are available for this major, and since the courses span multiple departments (and schools), several "tracks" within the major are also described. The student need not select one single such track to complete the Managing Electronic Commerce major. However, the set of courses for each track is intended to provide important guidance to the student interested in that particular area within electronic commerce.