SAMPLE PAPER - SPRING 2008/9 Module code: Module title: Module leader: BS3051C/N E-Business Aditi Rawal

Date: Day / evening: Start time: Duration:

MAY 2009 Day

2 hours

Exam Type: Materials supplied: Materials permitted: Warning:

Closed Book Answer Book None Candidates are warned that possession of unauthorised materials in an examination is a serious assessment offence.

Instructions to candidates: Candidates should answer any THREE questions. All questions carry equal marks.

DO NOT TURN PAGE OVER UNTIL INSTRUCTED

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Answer ANY THREE questions. All questions carry equal marks.

1.

a)

Describe three different revenue models for a portal such as Yahoo!. (6 marks)

b)

What is meant by buy-side, sell-side and marketplace-based e-commerce and discuss the different mechanisms for online auctions? (12 marks) What are the advantages and disadvantages of the different revenue models for the site audience and the site owner? Discuss your answers. (15 marks) Total: 33 marks

c)

2.

a)

Explain the different layers of governance of the Internet. (8 marks)

b)

Describe Porters Five Forces Model with relevant examples of each. (10 marks)

c)

Evaluate whether reports from independent industry analysts such as Forrester represent a useful tool for managers to assess whether their company should adopt new technologies or business practices. (15 marks) Total: 33 marks

3.

a)

Define the term EDI and outline the difficulties associated with its adoption. (8 marks)

b)

Explain the four classical marketing activities (customer life cycle) of customer relationship management (CRM). (12 marks) Selecting best-of-breed applications from multiple system vendors for different e-business applications such as enterprise resource planning, customer relationship management, and supply chain management is a better approach for an effective e-business infrastructure than using a single-vendor solution. Evaluate this statement with help of arguments for and against it. (13 marks) Total: 33 marks

c)

4.

a)

Define e-marketing and which e-tools can support e-marketing. (8 marks)

b)

Outline the stages involved in developing a strategic e-marketing plan. (10marks)

c)

What different aspects of e-marketing should be monitored as part of controlling e-marketing? Discuss with examples of how technology can be used to assist monitoring. (15 marks) Total: 33 marks

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5.

a)

Explain the differences between intranet, extranet and the Internet from an e-business perspective. (6 marks) The B2B Company has found that after an initial surge of interest in its intranet and extranet, usage has declined dramatically. What would you suggest? (12 marks) Explain with the help of a diagram the information exchange between a web browser and a webserver. (15 marks) Total: 33 marks

b)

c)

END OF PAPER

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