E-COMMERCE

Scienze della Comunicazione E-COMMERCE

0312200085
DEPARTMENT OF POLITICAL AND COMMUNICATION SCIENCES
EQF6
COMMUNICATION SCIENCES
2022/2023

OBBLIGATORIO
YEAR OF COURSE 3
YEAR OF DIDACTIC SYSTEM 2019
AUTUMN SEMESTER
CFUHOURSACTIVITY
640LESSONS
ExamDate
E-COMMERCE10/02/2023 - 10:00
E-COMMERCE10/02/2023 - 10:00
Objectives
THE COURSE AIMS AT PROVIDING BASIC KNOWLEDGE FOR ANALYSING THE MANAGEMENT OF RETAILERS OPERATING IN DIGITAL CONTEXTS. THE COURSE AIMS TO PROVIDE STUDENTS KNOWLEDGE, SKILLS , METHODOLOGIES AND TOOLS THAT SUPPORT THE UNDERSTANDING HOW VALUE CHAIN ACTIVITIES ARE AFFECTED BY THE TRANSITION TOWARDS E-BUSINESS , HOW PRIMARY ACTIVITIES (LOGISTICS, MARKETING AND SERVICE) CHANGES, AND WHICH TYPES OF OPERATIONAL ISSUES (SECURITY, PRIVACY, PAYMENTS MODELS, ETC.) E-TAILERS HAVE TO FACE IN THE DESIGN OF THEIR E-STORES AND ASSOCIATED MULTICHANNEL CUSTOMER EXPERIENCE. STUDENTS HAVE TO LEARN, IN THE LIGHT OF THE EVOLUTION OF THE SO-CALLED SHARING ECONOMY, COLLABORATIVE CONSUMPTION MECHANISMS AND RELATED PHENOMENA (PEER-TO-PEER NETWORKS, REDISTRIBUTION MARKETS, CROWDFUNDING PLATFORM, ETC.) TO UNDERSTAND HOW SUCH HYBRID MARKET MODELS IMPACT ON CURRENT E-COMMERCE PLATFORMS.
THE COURSE AIMS TO DEVELOP ANALYTIC SKILLS TO DEVELOP THE WHOLE DECISION-MAKING PROCESS IN THE MANAGEMENT OF AN E-COMMERCE WEBSITE. AT THE END OF THE COURSE, IT IS EXPECTED THAT STUDENTS WILL SHOW SKILLS IN TERMS OF MANAGEMENT OF OPERATIONAL PROCESSES OF AN E-STORE, SUCH AS ENTRY OF PRODUCTS ON SPECIALIZED PLATFORMS, MANAGEMENT OF ORDER PROCESS, CREATION AND DISPLAY OF PRODUCT SPECIFICATIONS, ANALYSIS OF SALES AND PLANNING OF CUSTOMER RETENTION AND LOYALTY PROGRAMS.
Prerequisites
NONE
Contents
RETALING: TRADITIONAL AND EMERGENT FUNCTIONS, TYPES OF DISTRIBUTION CHANNELS AND STORE FORMATS; SHOPPING EXPERIENCE AND OMNICHANNEL MARKETING; DIFFERENCES BETWEEN E-MARKETING, E-BUSINESS ED E-COMMERCE; HISTORY AND EVOLUTION OF E-COMMMERCE: MAIN PLAYERS AND INDUSTRY DYNAMICS; SOCIAL COMMERCE; E-COMMERCE MODELS (B-TO-C, B-TO-B, ECC.); ON-LINE RETAILING-MIX; CHANNEL MANAGEMENT; INFOMEDIARIES TYPES; SECURITY ISSUES; ON-LINE PRICING; PAYMENTS METHODS FOR E-COMMERCE; SHARING ECONOMY; COLLABORATIVO CONSUMPTION IN DIGITAL MARKETS: LIFESTYLES, REDISTRIBUTION MARKETS. SHARING ECONOMY PLATFORMS; CRM, SOCIAL CRM AND ONLINE CUSTOMER SERVICE; CONTROL AND MEASUREMENT OF RESULTS: DIGITAL ANALYTICS, RELEVANT KPISA ND METRICS.
Teaching Methods
INTERACTIVE LECTURES. IN-CLASS EXERCISES AND CASE STUDIES FROM "REAL WORLD" PRACTICE
Verification of learning
TEST, INCLUDING BOTH MULTIPLE-CHOICE AND OPEN QUESTIONS.
ERASMUS STUDENTS ARE INVITED TO CONTACT THE INSTRUCTOR FOR ALTERNATIVE ASSIGNMENTS.
Texts
1) BONFANTI A., CUSTOMER SHOPPING EXPERIENCE, GIAPPICHELLI, 2018, CH. 1
2) CAROZZA G., LIBERIO L., E-COMMERCE E UX. GUIDA ALLA PROGETTAZIONE E PERSONALIZZAZIONE DELL'E-COMMERCE, HOEPLI, 2017
3) VOLLERO A. E-MARKETING E WEB COMMUNICATION, GIAPPICHELLI, 2010, SOLO PARR. 1, 1.1., 3, 3.1, 3.2, 3.3 DEL CAP.3
4) MATERIAL PROVIDED BY THE INSTRUCTOR ON WEBSITE(PLEASE ASK FOR THE PWD)

More Information
(FOR FOREIGN STUDENTS: 2-4 CAN BE REPLACED BY TURBAN, E., WHITESIDE, J., KING, D., & OUTLAND, J. (2017). INTRODUCTION TO ELECTRONIC COMMERCE AND SOCIAL COMMERCE. SPRINGER)
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