Web Marketing and E-Commerce

The discussion and analysis of the different case studies mentioned above allow the student not only to concentration and involvement in
the process of acquiring knowledge as well as bringing it closer to reality. Likewise, the study of scientific texts as support for practical work
aims to motivate the research activity.

In the digital age, companies face an ever-changing world. Adapting to new realities brought by globalization involves creating new products
and services in order to reach new customers and new markets. The Web Marketing allied to the Electronic Commerce allows to reach
these new objectives. The student learns to develop an online presence based on a website, on social networks and through the
development of mobile applications. This presence is supported by a digital marketing plan to be fulfilled. In order to assess and validate the
results of the implemented strategies, web analytics metrics are used and analyzed.

1. Introduction to e-commerce (EC)
2. EC fundamentals
3. Electronic business models and strategy
4. EC Infrastructures
5. The internet, the web and mobile platforms
6. Business Models (BM) in EC
– Introduction
– Elements of an electronic BM
– B2C Model
– B2B model
– EC impact: strategy, structure and process
7. Develop an e-commerce presence
– Analysis
– Planning
– Project
– Implementation
– Test and Maintenance
– Analysis and optimization of website performance
8. Online Marketing and Advertising
– Online consumer: Audiences and behaviors
– Digital marketing: Strategies and tools
– Digital marketing technologies
– Cost/benefit analysis of Digital Marketing communications
9. Social, mobile and local marketing
– Introduction
– Social Marketing
– Mobile Marketing
– Local Marketing
10. Web Marketing and EC Project
-Development of a digital marketing campaign about an innovative product/service supported by a web and mobile platform

NAO