The Internet has changed the way companies carry out their businesses and new opportunities arise for those companies that are able to adapt their business model or to create new business streams. The primary objective of this course is to introduce concepts, tools and approaches to electronic business and electronic commerce to undergraduate students. For doing so students will be asked to create a full strategic plan for a given e-Business.
Professors
None
By the end of this course, students should be able to have achieved the objectives set up for this course and have developed the competencies listed below. In summary, students will have acquired a deep understanding of a digital business project, knowing how to analyze all the fundamental aspects, create a business and make it possible to commercialize all this together with the general use of digital data that impacts a digital business.
Session 1
- Course introduction (people and program)
- Introduction to eBusiness and Business Models
- Introduction to the course methodologies.
Session 2
- BMC Presentation
- Public Objective Analysis
- Segmentation / Targetting / Empathy Map / Buyer
- Persona / CJM
Session 3
- Company Sittuation (Product, Price and Place) – Competitors Analysis (Benchmark)
Session 4
- PESTEL exercise - SWOT Analysis Conclusions - OnLine Value proposition - Price/cost analysis. Different techniques to fix prices
Session 5
- Setting eBusiness Objectives
- Financial Analysis & Strategy
Session 6
- Branding Development
- Final BMC
- Mid Term Wrap Up
Session 7-8
- e-Business design
Session 9
- Prototype Feedback
- MarCom Introduction
Session 10
- Go to Market (I)
- Awareness: attracting trafict to the digital asset: SEO/SEM/ASO
- Consideration: Content Marketing
Session 11
- Go to Market (II)
- Conversion: Increasing the digital asset conversion rate
- CRO: Concept and Best Practices
- Retention / Loyalty. How to make a loyal customers?
Session 12
- Go to market Budget
- CONTROL. KPI's summary at each part of the funnel. Dashboard’s strategy in front of different company stakeholders
- HR&Operations
- Financials final Scenarious
The course consists of three sessions per week. Classes will be a mixture between theoretical concepts and teamwork time to develop the backbone project. Students and professor(s) will perform collaborative exercises to further experiment with presented concepts, and work in groups on project development.
Additionally, there will be individual personal work sessions related to visits and case studies.
The aim of the course is to develop the student’s understanding of an eBusiness. They will learn the importance of strategy and data for businesses and how they can be a key part to leveraging their online presence. During the course they will learn step-by-step how to develop a proper Strategic Plan that will then be the core element of their final group project presentation.
Class Participation (15% of total grade) – Highly Important -
You have to arrive at the class on time, if you are late, this also distracts and disturbs the class atmosphere. If the student arrives more than 5 minutes late, he will be considered absent and will not be allowed to enter the classroom until a break. You must also return from the rest at the indicated time, otherwise the same rule will apply. In both cases, that day the student will have an absence.
Students are allowed 3 absences without penalty (or need for medical or other justification). Proof of absences must come from your guardian. You must send an email to your tutor with a copy to the teacher of the subject requesting the approval of the absence.
The 4th absence entails the loss of 0.5 points, and with the 5th absence the student receives a 0 for attendance.
Note: more than 5 non-justified absences, students cannot do to the final exam/presentation, and it represents failing the course.
Only in exceptional cases, where a student has authorized the absence of their tutor to be informed to the teacher, a student can join an online class – this agreement must be confirmed before the class session
Individuals Activities (20% of total grade) – Highly Important –
During the course there will be two individual activities that each student will have to develop. The teachers will give instructions in this regard.
- MWC26 EXERCISE
- eBusinesspedia contribution
Backbone Project Continuous Assessment (20% of Total Grade) – Highly Important –
It is mandatory to submit all Sprints.
- - If you do not deliver 1 – there is no impact on the final grade of continuous assessment.
- - From the 2nd NO delivery – you will have –0.25 points of the continuous evaluation for each Sprint not delivered.
There are different continuous assessment moments for the project.
- 2 qualified deliveries: the teacher will notify us about the days of the evaluable presentation sessions.
- Additionally: at the beginning of each class a group will be chosen randomly to present the work done during the previous session
MidTerm (25% of final grade) – Highly Important –
The teacher will give detailed information about the Mid Term’s instructions.
Backbone Project Final Delivery (20% of final grade) – Highly Important –
- 15% Written Exercise
- 10% Oral Presentation
- 5% your Team Feedback Contribution (Individual)
RETAKE POLICY
If a student is retaking the project, the hand-in date is in the last week of July. The maximum final grade for the subject is 5.
Use of AI tools: If AI tools are used in any activity, a paragraph should be indicated stating what AI was used for and what indications were used to obtain the results. Failure to do so is a violation of academic honesty policies.
N/A
No textbook is required. All the relevant information will be provided during the sessions and through the online platforms available. Students should bring their laptops to all sessions. Recommended Readings:
- ECONOMIST (2013). Alibaba: The World's Greatest Bazaar [online]. Last accessed 26 March 2013 at: ht tp://www.economist.com/news/briefing/21573980-alibaba-trailblazing chinese-internet-giant-will-soon-go-public-worlds-greatest-bazaar
- Webs Analytics 2.0: The art of online accountability & science of customer centricity (paperback) by Avinash Kaushik (2009)
- Digital Business and e-commerce Management. Strategy, Implementation and Practice by Dave Chaffey.
- Storytelling with Data. A data visualization guide for business professionals. By Cole Nussbaumer Knaflic.
Recommended Blogs:
- www.kaushik.net: Avinash Kaushik blog. Digital Marketing Evangelist for Google.
- https://contentmarketinginstitute.com/?s=analytics : Content Marketing Institut