Internet has changed the way companies do business, creating new opportunities for those that can adapt their business model or develop new revenue streams. The main objective of this course is to introduce undergraduate students to the key concepts, tools, and approaches of eBusiness and eCommerce. To achieve this, students will be asked to develop a complete strategic plan for a specific eCommerce.
Professors
N/A
By the end of this course, students will be able to design, build, and justify an end-to-end e-commerce project by translating a value proposition and brand into a functional e-commerce store. They will understand and apply the full funnel (traffic → landing → product → cart → checkout → post-purchase) and interpret essential KPIs to make informed decisions related to UX, pricing, and campaigns. In addition, they will develop an operational understanding of the business (suppliers, logistics, margins, and risks), integrating cross-cutting topics such as legal considerations, sustainability, and crisis management through micro-challenges and applied discussions.
Program Structure
- Brand foundations (identity, value proposition, wireframes)
- Customer intelligence (personas, empathy map, customer journey)
- UX/UI + key page prototypes (Home / Category / Product page)
- Store build I (structure, products, navigation, trust pages)
- Supplier research and pricing (suppliers, MOQ, lead times, margins)
- Logistics and operations (shipping, returns, costs, risks)
- SEO for e-commerce (keywords → architecture → copy)
- Analytics stack and compliance (events, funnel, cookies/privacy checklist)
- Acquisition and campaign design (offer, creatives, measurement/UTMs)
- Data-driven decisions (funnel diagnosis + action plan)
- Retention and CRM (core flows: welcome / abandoned cart / winback)
- Crisis and sustainability (simulation + communication + store updates)
- Scaling and boardroom-style final (final presentation as an executive committee)
The course is delivered through weekly 4-hour sessions. Each class combines conceptual content with hands-on team work to develop, incrementally, a core project: a functional e-commerce store built from a defined value proposition and brand.
Each session follows a fixed rhythm of 1 hour of content + 1 hour of workshop, repeated twice. The content blocks introduce frameworks, cases, and short demonstrations; the workshops are used to apply the concepts and produce concrete deliverables as a team.
The project progresses through realistic increments, where each submission adds one piece to the system (key page prototypes, store structure, a basic keyword map, unit economics and pricing, campaign drafts, and KPI reading to propose improvements). Complementary topics such as legal considerations, sustainability, crisis management, and responsible use of applied AI are addressed through micro-challenges and brief discussions within the workshops.
In addition, students will complete individual learning activities to strengthen autonomy, professional judgment, and e-commerce vocabulary. By the end of the course, students should be able to design, build, measure, and justify an end-to-end e-commerce project, connecting strategy, user experience, operations, and data.
- Attendance and punctuality (10%)
- Punctuality is mandatory (more than 5 minutes late = absence).
- 3 absences allowed without penalty.
- Penalty: 4th absence (−0.5 points) / 5th absence (0 for attendance).
- Individual activities (30%)
- Two individual activities during the course (instructions and rubric published when applicable).
- Continuous assessment of the project (30%)
- 8 submissions (alternating “Light” and “Advanced”), including the Mid-Term.
- Submission of all deliverables is mandatory.
- Late/missing policy: 1st missed submission has no impact; from the 2nd onward, −0.25 points per missed submission.
- Some sessions include brief random progress checks.
- Final project submission (30%)
- 15% written document + 10% presentation + 5% peer feedback (individual).
- Resit / recovery
- If failed, individual recovery in July. Maximum grade in recovery: 5.
- Use of AI
- If AI is used, it must be declared: purpose and prompts/instructions used.
1) Class Attendance (10% of the final grade) — Highly Significant
Punctuality is mandatory. If a student arrives late, it is considered disruptive to the learning environment. If a student arrives more than 5 minutes late, they will be considered absent and will not be allowed to enter the classroom until the next break. The same rule applies after breaks: if a student returns late, an absence will be recorded.
Students are allowed 3 absences without penalty (or the need for medical or other justification). Absence justifications must be managed through the academic tutor. The student must email their tutor, copying the course instructor, to request approval for the absence.
- 4th absence: loss of 0.5 points.
- 5th absence: the student receives 0 for the attendance component.
Note: from 5 absences onward, the situation is considered serious and the student may be at risk of failing the course.
Only in exceptional cases, when the absence is authorized by the tutor and communicated to the instructor in advance, the student may join the class online. This arrangement must be confirmed before the session.
2) Individual Activities (30% of the final grade) — Highly Significant
During the course there will be two individual activities that each student must complete. The instructor will provide instructions, assessment criteria, and submission dates at the appropriate time.
3) Continuous Assessment of the Core Project (30% of the final grade) — Highly Significant
The core project is developed through 8 submissions (alternating “Light” and “Advanced” deliverables). The Mid-Termis included as one of these submissions.
Submission policy (mandatory): all deliverables must be submitted.
- If 1 deliverable is not submitted, there will be no impact on the continuous assessment final grade.
- From the 2nd missed submission onward, there will be a −0.25 point penalty in the continuous assessment for each deliverable not submitted.
Graded deliverables: all 8 submissions will be graded, including the Mid-Term. All graded submissions carry the same weight within the continuous assessment. The instructor will announce graded presentation dates in advance.
In-class progress checks (formative assessment): at the beginning of some sessions, one group will be selected at random to briefly present progress since the previous session. These presentations are intended for tracking and feedback and may influence the evaluation of the team’s progress.
Mid-Term: the instructor will provide detailed information about instructions, format, and assessment criteria at the appropriate time.
4) Final Submission of the Core Project (30% of the final grade) — Highly Significant
- 15% Written submission
- 10% Presentation
- 5% Peer feedback from your teammates (individual)
Resit / Recovery Policy
If a student fails the course and must retake it, they will be assigned an individual project to be completed and submitted during the recovery period in July. The instructor will provide detailed instructions for the recovery process. In any case, the maximum final grade for the course will be 5.
Use of AI Tools
If AI tools are used in any activity, students must include a paragraph stating what AI was used for and which instructions (prompts or guidelines) were used to obtain the results. Failure to do so constitutes a violation of the academic honesty policy.
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). Recommended Blogs: - www.kaushik.net: Avinash Kaushik blog. Digital Marketing Evangelist for Google. - https://contentmarketinginstitute.com/?s=analytics : Content Marketing Institute.
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). Recommended Blogs: - www.kaushik.net: Avinash Kaushik blog. Digital Marketing Evangelist for Google. - https://contentmarketinginstitute.com/?s=analytics : Content Marketing Institute.