eCommerce

Module title:

eCommerce

Module overview:

The objective of this module is to enable students to learn to:
Manage all aspects of Ecommerce project
Create Ecommerce website
Evaluate different business models in Ecommerce

E-commerce Is module that requires integration of knowledge on undergraduate study programme. This module teaches students all aspects of Ecommerce to formulate a business strategy for a concrete Ecommerce project, associated with defined objectives that are economically viable and achievable.

It is important for students to take this module in order to be able to manage Ecommerce projects and to understand specifics of user behaviour, marketing promotions, pricing and content creation for Ecommerce. The knowledge students acquire in this module will contribute to the overall skillset for their future employment as digital marketing specialists through practical work on a group project as well as analysis of important case studies.

In this module students will learn:
Introduction to E-Business
Information Architecture and Content
E-Commerce as a System
Supply Chain
Procurement, Distribution, Logistics
Market Research and Competition Analysis
E-Consumers
Digital Marketing and PR
Sales Funnel and E-Commerce Concepts
E-Commerce Platforms
E-Commerce Marketplaces
Legal Regulations
Online Payments
E-Commerce Security

Literature:

Required readings:
1. Laudon, K. C. and Traver, C. G. (2021) E-Commerce 2021: Business, Technology, and Society, 16th Edition, Harlow: Pearson
2. Google Inc. (2021) Think with Google [Online]. Available at: https://thinkwithgoogle.com (Accessed: 20 April 2021)
3. HubSpot (2021) HubSpot Blog [Online]. Available at: https://blog.hubspot.com/ (Accessed: 26 April 2021)
4. Smart Insights (2021) Smart Insights [Online]. Available at: https://www.smartinsights.com/ (Accessed: 05 May 2021)

Supplementary readings:
Chaffey, D. (2011) E-Business and E-Commerce Management: Strategy, Implementation and Practice, Hoboken, NJ: Prentice Hall
Rauland, P. (2019) Mastering WooCommerce 4: Build complete e-commerce websites with WordPress and WooCommerce from scratch, Birmingham: Packt Publishing
Tanner, L. (2016) Ecommerce Evolved: The Essential Playbook To Build, Grow and Scale A Successful Ecommerce Business, Reno, NV: BuildGrowScale
Ravensbergen, R. (2015) Building E-Commerce Solutions with WooCommerce, 2nd edn, Birmingham: Packt Publishing
Marketing Journal (2021) Marketing Journal [Online]. Available at: (Accessed: 27 April 2021)
Marketing Land (2021) Marketing Land [Online] Available at: (Accessed: 27 April 2021)
International Journal of Advertising, Taylor and Francis Online