Digital Marketing Foundations

This course, E-Commerce & Web Analysis, deals with the emerging field of electronic commerce. The emphasis of the course is to examine the field of e-commerce as a whole while tying in key business functions of operations, marketing, supply chain, and finance that support this digital business model. The course covers economic and technological foundations, infrastructure, and the main technologies employed, as well as the various business strategies being used for electronic commerce (both business-to-consumer and business-to-business). 

This course also examines eCommerce web analytics and how this function provides performance measurement to website design, website marketing, and online user experience strategies. The focus will be on establishing the right metrics to measure the effectiveness of competitiveness, customer acquisition and retention efforts, as well as other key strategic objectives of an eCommerce channel. 

The course also offers the opportunity for students to get hands-on web analytics training and certification with Google Analytics & Google Academy, offered free for the students. https://analytics.google.com/analytics/academy/ In addition to assessing the skill, principles, and framework of eCommerce operations, marketing and strategy, this course will provide a theoretical grasp of the online marketplace taking place in the current environment of online consumer behavior, including external factors facing the industry. This course will equip students with foundational and critical thinking skills centered around how to compete and strategize in this emerging digital business model.

UPON COMPLETION OF THE COURSE, THE STUDENT WILL BE COMPETENT IN:

• Examining the various dynamics in the ecommerce industry that affect digital strategy.
• Understanding ecommerce website methods, design, and customer experiences.
• Evaluating digital business market opportunities and competitive advantages in ecommerce.
• Defining best practices in various business discipline functions and value chain that support ecommerce, including finance, supply chain, operations, marketing, customer service, and others.
• Discussing the framework of ecommerce strategy planning and execution.
• Examining the role of online customer behavior in ecommerce strategy.
• Demonstrating an understanding of how ecommerce fits into overall organizational strategy.
• Understanding the ethical impact and implications of various aspects of ecommerce in modern organizations.
• Applying ecommerce business strategic best practices with real-world case examples.
• Understanding the ecommerce market analysis and research methods needed to uncover new markets and customers.
• Identifying the role of ecommerce in supporting overall business strategy.
• Developing comprehension of ecommerce best practices in modern business.
• Demonstrating critical thinking, data analysis and decision making skills in the context of e-commerce and web analysis.
• Assessing how AI is leveraged in e-commerce and web marketing.

ACQUIRED SKILLS

• Critical Thinking
• Data Analysis
• Decision Making