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.

Goals:

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

The introduction of Artificial Intelligence in the strategy for developing an online presence allows not only support in the creative component, but also in the adaptive and automatic analysis of different consumer profiles on different digital channels.

Skills:

Know how to develop an online presence using different digital channels, from different perspectives, B2C and B2B.

Use different SEO tools – Search Engine Optimization in order to optimize and increase the online visibility of the content developed,

Plan and develop digital content for social networks through an integrative platform using Artificial Intelligence tools in a balanced and considered way.

The integration of this “know-how” into an online campaign development project allows students to be adapted to the new realities of the digital economy.

1. Introduction to e-commerce.
2.  E-commerce fundamentals.
3.  Electronic business models and strategy.
4. E-commerce infrastructures.
5. Impact of Artificial Intelligence on e-commerce and marketing,
6. 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

1. E-Commerce 2023: Business, Technology, Society, 17th edition, Published by Pearson (May 1, 2023) © 2024, Kenneth C. Laudon, New York University,, :ISBN: 9781292449722
2. Sales, Marketing, And Service With Artificial Intelligence: Crafting an Exceptional User Journey Throughout Every Interaction by Laurie MacBride (Author) , ‎ Independently published ,2023), ISBN-13 ‏ : ‎ 979-8393168230
3. 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
4. Digital Business and E-Commerce Management, Pearson; 7th edition , 2019, by Dave Chaffey, Tanya Hemphill , et al. | ,ISBN-13: 978-12921933354.
5. 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
6. The Digital Transformation Playbook: Rethink Your Business for the Digital Age, Columbia Business School Publishing (April 5, 2016), ISBN-13: 978-0231175449
7. Management Information Systems: Managing the Digital Firm, 16th edition, Kenneth C. Laudon, Jane P. Laudon, Published by Pearson (March 13th 2019), ISBN-13: 9780135191798