Online Business and E-commerce

TEACHING UNIT 1. HOW TO PLAN AND DEVELOP A STRATEGIC E-COMMERCE PLAN

1. Strategic analysis of e-commerce: background, development and trends
2. E-commerce business models
3. SWOT Analysis: E-commerce (Spanish)
4. E-consumer segmentation: Profiles, cluster analysis, economic valuation and demand analysis
5. Market/product strategies: Product development, market development, specialisation or research and development
6. Critical Success Factors in e-commerce
7. Positioning of e-commerce companies and analysis of the product range
8. Marketing mix: product, distribution, promotion and pricing policies
9. Balanced Scorecard in online business

TEACHING UNIT 2. GETTING STARTED: HOW TO SET UP OR ADAPT AN ONLINE BUSINESS (I): BACK END

1. Technology architecture: three-tier model
2. Workflow design and systems integration
3. The importance of the terms ‘invoicing’ and ‘collection’
4. Customer service: CRM, contact centre, outbound marketing, after-sales service
5. Tracking
6. Case Study: ya.com

TEACHING UNIT 3. GETTING STARTED: HOW TO BUILD A SUCCESSFUL E-COMMERCE WEBSITE? (II): FRONT END.

1. Catalogue and =Contents:= verification, processing, catalogue tool
2. Usability, shopping experience, design and management of front-end tools
3. Cash flows and financing
4. Hotspots
5. User area
6. Shopping trolley

TEACHING UNIT 4. LEGAL ASPECTS OF E-COMMERCE

1. LOPD
2. Indirect taxes
3. LSSI

TEACHING UNIT 5. FINANCING E-COMMERCE PROJECTS

1. An idea for an idea
2. Business plan and marketing plan
3. Own sources of funding: friends, family, ourselves
4. External sources of funding: business angels, venture capital, investors. How can you win them over?
5. Implementation and reporting of results
6. Sale of paid content
7. Digital products: How they are sold
8. From free to pay-per-view
9. Downloads, RealMedia, internet TV, Second Life… Is Web 3.0 the answer?

TEACHING UNIT 6. CUSTOMER ACQUISITION STRATEGIES FOR E-COMMERCE

1. Customer acquisition policy: just branding?
2. Cross-marketing initiatives: leveraging offline channels to boost online growth
3. Most effective tools: email marketing, SEM, SEO, affiliate marketing, campaigns on related websites…

TEACHING UNIT 7. CUSTOMER LOYALTY IN E-COMMERCE: HOW TO INCREASE SALES FROM CUSTOMERS

1. Creating effective loyalty schemes
2. Successful online programmes
3. In-house affiliate networks: How do you set them up?
4. Redeeming points, e-bonuses, cash, prizes, prize draws – which is the most effective?

TEACHING UNIT 8. HOW TO CONDUCT INTERNATIONAL E-COMMERCE

1. Customer characteristics by country: Where do we sell the most?
2. What do we sell?
3. International payment methods
4. Legislation by country: Applicable direct and indirect taxes
5. Claims procedures and international customer service
6. Export of products
7. International distribution

TEACHING UNIT 9. HOW TO MANAGE LOGISTICS AND FULFILMENT IN E-COMMERCE

1. The importance of logistics in e-commerce
2. Express delivery in e-commerce
3. Data management
4. Supplier management and production floor management
5. Procurement, warehousing, dispatch logistics and reverse logistics
6. How to manage the logistics of virtual and physical products
7. Key features and applications of virtual product distribution
8. Challenges in distribution within the context of e-commerce
9. Logistics in e-commerce
10. Integrating logistics and information technology to create added value
11. Online tracking information

TEACHING UNIT 10. SECURITY IN ONLINE PAYMENT METHODS

1. Non-integrated payment systems
2. Integrated payment systems – payment gateway
3. Credit cards: Magnetic stripe, smart cards and multi-service cards
4. 3D Secure
5. Mobile Internet Payments
6. Business models of the various stakeholders
7. Workflow and operation of a mobile payment system

TEACHING UNIT 11. E-COMMERCE IN A B2B ENVIRONMENT

1. Business models of e-marketplaces
2. Horizontal / vertical aggregators
3. From catalogues to e-catalogues
4. Channel conflict