Cursos / 1º Ciclo / Faculty of Economy and Business Management :: Business Management

E-COMMERCE E E-MARKETPLACES - 2023/2024

3º curricular year
Semestralidade: 2nd semester
ECTS: 6

Teachers

Leading Teacher: Prof. Doutor Joel Vaz
Assistant Professor: Prof. Doutor Joel Vaz

Class type and School hours

Orientação Tutorial : 1 Horas
Teórico-prática : 2 Horas

Teaching Language

Portuguese

Main Aims/Objectives

This curricular unit has the general objective of transmitting the essential concepts related to eCommerce and eMarketplaces, its forms and typologies and its relation to the growth of digital sales and internationalisation, contemplating the communication and commercialisation of goods and services.

Specific Aims/Objectives

1. Understand the evolution and disruption of e-commerce and eMarketplaces.
2. Promote the knowledge about the strategies applicable to eCommerce and its complementarity with eMarketplaces, as well as the monitoring of its implementation;
3. Provide students with knowledge and techniques that enable them to create and manage a professional eCommerce channel.

Skills to be acquired

1. Develop a digital marketing strategy based on an analysis of the environment, consumer and benchmarking;
2. To draw up an implementation strategy for the e-Commerce channel itself (i.e. online shop) and on eMarketplaces, contemplating the various specific tools that allow the defined audiences to be reached.
3. Implement the theoretical and practical knowledge in the construction of an online shop

Teaching Procedures

The theoretical-practical classes will consist in exposing concepts related to eCommerce and eMarketplaces based on the bibliography of the course unit. These contents will be illustrated with case studies, encouraging reflection and discussion/debate by the students. The tutorial sessions will consist in applying the contents taught in theoretical and practical lessons by creating an online shop on Shopify platform with monitoring by the teacher.

Programme

Introduction to E-Commerce and Online Sales Channels.
2. eMarketplaces and Digital Internationalization
3. Pillars of eCommerce
3.1 Logistics
3.2 Payments
3.3 Customer Service
4. Mobile, Design and User Experience
5. Metrics in eCommerce and eMarketplaces
6. Performance in eCommerce and eMarketplaces
6.1. search
6.2. Shopping
6.3. Social
6.4. eMarketplaces ads.
6.5. Email marketing

Evaluation Type

The evaluation of the curricular unit will be made in a continuous manner through the following set of elements:
- Attendance and participation in class;
- 2 written tests
- 1 group work

Teaching Resources

The following didactic resources will be used:
- The lecturer´s expositions and respective presentations in digital format.
- The bibliography recommended by the teacher.
- Computer with internet connection in the construction of the online shop.

Sustainability Objectives

Keywords

eCommerce, eMarketplaces, Digital Internationalisation, Digital Marketing, online communication, digital strategy, digital consumer.

Main Bibliography

Complementary Bibliography