MBA student projects concerning the function of marketing might include the development of a marketing strategy for a company that conducts 100 percent of its business online. Marketing strategy projects involve conducting an analysis of the company's current e-commerce business practices, its market opportunities, internal strengths and weaknesses and potential market development alternatives. A target market is selected and defined. Advertising and promotional plans are developed as a part of the project, with specific measurable goals such as a quarterly 10 percent increase in sales revenue. Website design and functionality are included as part of the marketing strategy, particularly if it relates to improved features and benefits that will be used to increase market share in a certain population segment.
Projects related to the technology management component of e-business deal with designing hardware and software systems that support a company's online activities. Students examine the needs behind a company's proposed e-commerce activity, such as expected website volume. In turn they come up with software programs and hardware configurations that will meet those needs. For example, a small business that wants to employ data-mining techniques to increase sales through a more personalized relationship might want to incorporate customer relationship management software.
Operations management projects focus on developing distribution and order fulfillment strategies. An evaluation of available opportunities and distribution network structures is performed, ending in a selection of the best alternative that is congruent with the company's resources and overall strategy. For an online retailer, students will design an order fulfillment network that may include shipping and direct delivery through a third-party vendor. Inventory may be held in one or more warehouses that operates under a just-in-time (JIT) system.
Projects related to strategy management help define how e-commerce activities relate to a company's long-range corporate objectives. These projects are more research heavy and identify how participating in e-commerce business practices might make a corporation more competitive. For example, a project concerning a brick-and-mortar retailer who does not have an online presence might develop a case for one. The project's research would most likely uncover the need for online ordering based on target market demand and direct competitor activity. A strategy management project would also identify ways to differentiate the company through its e-commerce activity, depending upon its current resources.