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, Evolution, 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, specialization, or research and development
6. Critical Success Factors in E-Commerce
7. Positioning of E-Commerce Companies and Analysis of the Market Offering
8. Marketing Mix: Product, Distribution, Promotion, and Pricing Strategies
9. Balanced Scorecard for Online Businesses

TEACHING UNIT 2. GETTING STARTED: HOW TO CREATE 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 "Billing" and "Collection"
4. Customer Service: CRM, contact center, outbound marketing, after-sales service
5. Tracking
6. Real-Life Case: ya.com

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

1. Catalog and =Contents:= verification, processing, catalog tool
2. Usability, shopping experience, design, and front-end tool management
3. Cash Flow and Financing
4. Hot Spots
5. User Area
6. Shopping Cart

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 About an Idea
2. Business Plan and Marketing Plan
3. Own sources of funding: friends, family, and ourselves
4. External Funding Sources: Angel Investors, Venture Capital, Investors—How Can You Convince Them?
5. Implementation and Reporting of Results
6. Sale of Paid Content
7. Digital Products: How They're Sold
8. From Free to Pay-Per-View
9. Downloads, RealMedia, Internet TV, Second Life… Is Web 3.0 the solution?

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 CUSTOMER SALES

1. Creating Effective Loyalty Programs
2. Online Success Programs
3. In-House Affiliate Networks: How to Build Them?
4. Redeeming points, e-bonuses, cash, prizes, raffles—which is most effective?

LESSON 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 Processes and International Customer Service
6. Export of Products
7. International Distribution

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

1. The Importance of Logistics in E-Commerce
2. Express Shipping for E-commerce
3. Data Management
4. Supplier Management and Production Floor
5. Procurement, warehousing, shipping logistics, and reverse logistics
6. How to Manage Logistics for Virtual and Physical Products
7. Key Features and Applications of Virtual Product Distribution
8. Challenges in Distribution as Applied to 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 catalogs to e-catalogs
4. Channel Conflict