e-Business Systems

This course does not require prior knowledge.
Introduction topics respond and constitute the knowledge base.

Classes are made up of two components, theoretical and practical in order to provide the student with an
knowledge acquisition structured on a theoretical basis and validated with practical application tools. The student will have access to the slides that the bibliography integrates as well as the study material developed by the teacher. Local and virtual computer support is important, it is present in all classes allowing the student a variety of ways to access information adapted to digital reality.

Goals:

Provide the student with scientific and technological skills to analyze, implement and innovate in the world
business, where these factors are essential elements of leadership and strategic vision. Automated trading processes are now crucial in a world where digital markets are open 24 hours a day. The analysis of the models and support structures of these markets is fundamental for the business expansion and reconversion strategy. In this reality, organizations are going through a digital transformation where elements such as cloud computing, artificial intelligence, “Big Data”, Internet of Things and “smart contracts”, among others, are decisive in creating a competitive advantage in added value, products and differentiating services where customer communities participate.

Skills:

Identify the different models and respective elements of the digital business.

Know how to analyze and implement different business digital transformation strategies.

Identify and know how to adapt the digital business strategy to different markets and their online characteristics.

Plan, structure and develop content for different social networks.

Develop mobile applications integrated into the online business presence.

Use CRM tools to optimize and automate customer relationship management.

Acquire analytical skills in order to optimize the main metrics of online business management.

1. Introduction.

1.1 – Scientific research and analysis with bibliometric support
1.2. Introduction to digital business.
1.3. Digital business models.
1.4. Digital markets.

2. Digital strategy and applications
2.1. Digital transformation.
2.2. Supply chain management.
2.3. Acquisition management.
2.4. Digital marketing.
2.5. Customer relationship management.

3 Design of an online presence: websites, social networks and mobile applications.

NAO

        Business in Action 9th Edition, by Courtland L. Bovee (Author), John V. Thill (Author), Pearson; 9th Edition (January 2, 2019), ISBN-13: 978-0135175477
        E-Commerce 2019: Business, Technology and Society, 15th Edition, Kenneth C. Laudon, New York University, Carol Guercio Traver, New York University – ISBN-13: 978-0134998459
        Business Communication Essentials: Fundamental Skills for the Mobile-Digital-Social Workplace, Kindle Edition, Courtland L. Bovee , John V. Thill, ASIN: B07Z1FZ1C5
      Management Information Systems: Managing the Digital Firm (16th Edition) 16th Edition, Kenneth C. Laudon , Jane P. Laudon, ISBN-13: 978-0135191798
        Marketing 4.0 -2017 – Philip Kotler, Hermawan Kartajava e Iwan Setiawan – isbn – 9789896942083
        Digital Business & E-Commerce Management, 6th ed. Strategy Implementation & Practice Illustrated Edition,Dave Chaffey, ISBN-13: 978-0273786542
        Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World (2nd Edition) (Que Biz-Tech),Chuck Hemann, Ken Burbary,2018,ISBN-13: 978-0789759603