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MKT4270

eCommerce & Web Analysis

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).

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

  • 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.

Syllabi

Summer 2023 Download