Web marketing and e-commerce

Since this curricular unit belongs to the 6th semester, no specific training is required since the reference contents of Marketing and International Business were previously taught.

Classes are made up of two components, theoretical and practical, in order to provide the student with an acquisition of knowledge structured on theoretical foundations combined 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 teachers. Local and virtual computer support is important, it is present in all classes allowing the student a variety of means to access information adapted to digital reality.

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. Web Marketing allied to Electronic Commerce makes it possible to achieve these new goals. 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.

Introduction to e-commerce.
    E-commerce fundamentals.
    Electronic business models and strategy.
    E-commerce infrastructures.
    The internet, web and mobile platforms.
    Business models in e-commerce.

          6.1. Introduction.

          6.2. Elements of an electronic business model.

         6.3. B2C model.

         6.4. B2B model.

         6.5. Impact of e-commerce: strategy, structure and process.

   7 – Develop an e-commerce presence.

      7.1. Analyze

      7.2. planning

     7.3. Project

     7.4. Implementation

     7.5. Test and Maintenance

     7.6. Analysis and optimization of website performance.

  8- Online marketing and advertising

     8.1. Online consumer: Audiences and behaviors

    8.2. Digital marketing: Strategies and tools

    8.3. digital marketing technologies

    8.4. Cost/benefit analysis of Digital Marketing communications

  9- Social, mobile and local marketing

   9.1. Introduction.

   9.2. Social Marketing.

   9.3. Mobile Marketing.

   9.4. Local Marketing.

  10- Web Marketing and Electronic Commerce Project

  10.1. Development of a digital marketing campaign about an innovative product/service supported by web and mobile platforms.

NAO

E-commerce 2021–2022: business. technology. society., Pearson; 17th edition (July 13, 2021) Global Edition 17th Edition by Kenneth Laudon (Author), Carol Traver (Author), ISBN-13: 978-1292409313

Marketing Metrics (Pearson Business Analytics Series) 4th Edition, 2020 by Neil Bendle (Author), Paul Farris (Author), Phillip Pfeifer (Author), David Reibstein (Author), ISBN-13: 978-0136717133

Digital Business and E-Commerce Management, Pearson; 7th edition , 2019, by Dave Chaffey, Tanya Hemphill , et al. | ,ISBN-13: 978-12921933354.

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

The Digital Transformation Playbook: Rethink Your Business for the Digital Age, Columbia Business School Publishing (April 5, 2016), ISBN-13: 978-0231175449

Management Information Systems: Managing the Digital Firm, 16th edition, Kenneth C. Laudon, Jane P. Laudon, Published by Pearson (March 13th 2019), ISBN-13: 9780135191798