Description

This course provides a detailed overview of conducting business electronically. It emphasizes three driving forces behind the expanding field of e-commerce: technology change, business development, and social issues. It also covers how businesses engage with customers and stakeholders in a digital environment and develops skills in social media marketing. It provides a thorough understanding of digital and social media marketing theory and incorporates practical and contemporary examples. Introduces how firms can build value-enhancing strategies that leverage digital and social media channels.

Program

MBA

Objectives

• Upon successful completion of this course, students will be able to: • Understand the difference between e-business and e-commerce, EC features, types, and business models components. • Identify and describe e-marketing/advertising strategies, tools, technologies, challenges of e-tailers, and the major trends in online services. • Explain types of auctions, Internet portals, B2B benefits/challenges, and e-SCM. • Outline key concepts emerging from the digitalisation of marketing environments. • Critically analyse, plan, develop and monitor digital marketing initiatives. • Demonstrate understanding of today’s digital and social media marketing landscape. • Demonstrate how user-generated content can be collected and analysed. • Demonstrate the understanding of digital and social media analytics. • Understand issues related to launching a successful EC business. • Explain EC security threats and how technology secures transactions and e-payment.