E-commerce

Introduction

Digitization opens the door to new e-commerce concepts that provide a number of new opportunities to offer goods and services to the market. To be successful, the retail business must develop e-commerce strategies that create value for customers in a cost-effective way - anywhere, anytime. The course gives students a practical introduction to how retail companies can develop and establish their e-commerce strategy where they meet their customers through digital channels in a seamless and consistent way. The course is mainly built around planning, implementation and effect evaluation of e-commerce strategy. During the course, the student must have acquired sufficient knowledge and skills to create a strategy plan for e-commerce, as well as a digital marketing plan that includes conceptual sketches for technical solutions. The student must be familiar with laws and regulations that regulate e-commerce, and be aware of ethical and sustainable issues related to e-commerce.

Course content

• Introduction to e-commerce
• Opportunity analysis for e-commerce
• Management of infrastructure for e-commerce
• Analysis of digital environment
• E-commerce strategy
• The supply chain
• Digital marketing
• CRM strategy
• Customer experiences and service design