1 Aims, learning outcomes and workload of the course

Course aims

This course demonstrates:

• how the Internet is creating value for customers and profits for companies (through e-commerce), 
• how e-Marketing fits into the rest of an organization's marketing strategy. 

Featuring the fundamentals (tools, tactics and skills) essential to suited e-business model, search engine optimization, social media, online PR, conversion optimization, web analytics, email marketing, internet advertising, mobility, payment systems, security, and more.

The student will apply the skills learned building and promoting his very own e-commerce webshop.
 

Learning outcomes

The student has to be able to identify and describe the unique features of e-commerce (incl. technology) and has to be able to discuss thier business significance

The student can:

1. describe the major types of e-commerce
2. understand the questions to ask and the steps to take in developing an e-commerce presence to expand business opportunities.
3. is able to create a qualitative e-commerce plan that describes objectives, target audience, marketing mix, budget, action plan and how success will be measured.
4. explain and apply the basic digital commerce marketing and advertising strategies and tools
5. understand and apply the key elements of a mobile marketing campaign
6. understand and identify the concepts related to privacy, information rights and legal boundaries
7. understand the scope of e-commerce crime and security problems
8. identify the key security threats in the e-commerce environment

Course workload