E-Commerce

The methodologies include theoretical classes to introduce key concepts, case studies of e-commerce platforms, practical activities using e-
Commerce tools as well as virtual store configuration workshops. Group projects and simulations reinforce the practical application of
knowledge, while continuous feedback ensures student monitoring and evolution.

In the digital era, e-commerce has transformed the business world, allowing companies to reach new markets and customers with optimized
strategies. This curricular unit enables students to plan, develop and evaluate e-Commerce strategies applied to different digital platforms
and markets. Students will develop skills in data analysis, digital campaigns and use of specific tools for e-commerce, such as Google
Shopping, SEO for marketplaces and automation in e-Commerce systems. Additionally, they will explore emerging topics such as privacy,
sustainability and future trends in e-Commerce.

Fundamentals of E-Commerce
1.1 Introduction to e-commerce and its evolution
1.2 Online consumer behaviour on e-commerce platforms
2. Strategic Digital Planning for E-Commerce
2.1 Customer acquisition strategies in e-commerce
2.2 Building an optimised user experience for online shops
2.3 Planning specific campaigns for e-commerce conversions
3. E-Commerce Techniques and Tools
3.1 SEO and SEM
3.2 Social Commerce
3.3 Automation in e-Commerce: automated workflows
3.4 Integrating e-Commerce into digital platforms
4. Data Analysis in E-Commerce
4.1 Specific metrics
4.2 Reports and Dashboards
5. Payment Methods in E-Commerce
5.1 Introduction
5.2 Types
5.3 Integration
5.4 Security
5.5 Trends and Innovations
6. Challenges and Trends in E-Commerce
6.1 Ethics and privacy in digital transactions
6.2 Sustainability in e-commerce operations
6.3 Impact of e-commerce on consumer behaviour

NAO