Cursos / 1º Ciclo / Faculty of Economy and Business Management :: Business Management
COMÉRCIO ELECTRÓNICO - 2021/2022
3º curricular year
Semestralidade: 1st 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 course intends to convey the essential concepts related to eCommerce and its relationship with web marketing contemplating communication and marketing goods and services.
Specific Aims/Objectives
1. Understand the commerce in general and eCommerce in particular, evolution and disruptions.
2. Promote knowledge on eCommerce strategies, as well as the monitoring of their implementation;
3. Provide the students with knowledge and skills to enable them to make a practical application of marketing strategies and digital communication.
Skills to be acquired
1. Develop a digital marketing strategy based on an analysis of the environment, consumer and benchmarking;
2. Develop an online communication strategy covering the various specific tools to achieve the targeted public.
3. Implement, monitor and evaluate the actions of digital marketing and online communication.
Teaching Procedures
The classes will consist on theoretical and practical exposure of concepts related to E-commerce and digital marketing based in the bibliography on the application of the concepts given on theoretical and practical developing an eCommerce channel under teacher monitoring
Programme
1. eCommerce introduction
2. Planning: website vs eCommerce
3. eCommerce pillars
3.1. Logistics
3.2. Payments
3.3. Customer support
4. Mobile site and design sprint
5. eCommerce metrics
6. eCommerce performance
6.1. Search
6.2. Shopping
6.3. Social
6.4. Inbound marketing
6.5. Email marketing
7. eCommerce internationalization
Evaluation Type
The evaluation will be made on a continuous basis by performing a set of elements:
- Attendance and participation in class;
- 2 written tests
- 1 practical Work developed in group
Teaching Resources
Two teaching resources will be used:
- The presentations done and delivered by the teacher
- The bibliography recommended by the teacher.
Sustainability Objectives
Keywords
eCommerce, Digital marketing, e-commerce, online communication, digital consumer
Main Bibliography
Author | JONGEN, Wijnand |
---|---|
Title | The End of Online Shopping: The Future of New Reta |
Edition | 1ª |
Editor | World Scientific Publishing Company Pte. Limited |
Year | 2018 |
Author | FAUSTINO, Paulo |
Title | Marketing Digital na Prática |
Edition | 1ª |
Editor | Marcador |
Year | 2019 |
Author | MAIA, Vera; COSTA, Sónia; PEIXOTO, Nelson; PEIXOTO |
Title | 110 Erros que prejudicam a sua loja online |
Edition | 1ª |
Editor | Perfil Criativo - Edições |
Year | 2020 |
Complementary Bibliography
Author | DOMINGOS, Pedro |
---|---|
Title | A Revolução do Algoritmo Mestre |
Author | MARQUES, Vasco |
Title | Marketing Digital 360 |