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

COMÉRCIO ELECTRÓNICO - 2023/2024

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

Teórico-prática : 2 Horas
Orientação Tutorial : 1 Horas

Teaching Language

Portuguese

Main Aims/Objectives

This curricular unit has the general objective of transmitting the essential concepts related to Electronic Commerce, its forms and typologies and its relation with Web Marketing, contemplating the communication and commercialization of goods and services.

Specific Aims/Objectives

1. Understand the evolution and disruption of commerce in general terms and e-commerce in particular.
2. Promote the knowledge about the strategies applicable to Electronic Commerce, as well as the monitoring of its implementation;
3. Provide students with the knowledge and techniques to enable them to create 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. Develop an implementation strategy for the e-commerce channel (i.e. online shop), considering the various specific tools that allow reaching the defined public
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 E-Commerce and Digital Marketing 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

1. Introduction to E-Commerce and Online Sales Channels.
2. Planning: website vs eCommerce
3. Pillars of eCommerce
3.1 Logistics
3.2 Payments
3.3 Customer service
4. Mobile, Design and User Experience
5. eCommerce Metrics
6. eCommerce Performance
6.1. search
6.2. Shopping
6.3. Social
6.4. inbound marketing
6.5. Email marketing
7. eMarketplaces
8. Internationalization via eCommerce and eMarketplaces

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

Main Bibliography

Complementary Bibliography