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E-Commerce and Web Marketing

E-Commerce and Web Marketing

Code	11122
Year	3
Semester	S2
ECTS Credits	6
Workload	PL(30H)/T(30H)
Scientific area	Management and Economics
Entry requirements	No entry requirements.
Mode of delivery	Face-to-face instruction.
Work placements	Not applicable.
Learning outcomes	This curricular unit will allow the student to develop his/her abilities to be critical and self-critical; generate new ideas (creativity); identify, pose and resolve problems; apply knowledge in practical situations; work in team; and use information and communication technologies. Specifically the student should be able to master the technical language related to the Internet and the Web applications; identify the Internet and the World Wide Web as means for the practice of business and as vehicles for communication with the consumers and other organisations; identify the profile of the consumer on the Internet, as well as its behavior; have in mind the importance of marketers and the role they play when it comes to an online business, as well as the different communication strategies that can be used; evaluate the importance of the quality of Web sites for business.
Syllabus	1. The Internet: functioning, evolution and growth; the Portuguese reality; the Internet as a means. 2. The World Wide Web: characteristics of Web communication; tools and applications; new access devices: smart phones and tablets. 3. The E-business: types and business models. 4. The E-commerce: critical success; barriers and benefits. 5. Consumer’s profile and behavior on the Internet. 6. Communication strategies in the Web.
Main Bibliography	Aladwani, A. M.; Palvia, P. C. (2001). Developing and validating an instrument for measuring user-perceived web quality. Information & Management, 39 (6), 467 476. Ascensão, C.P. (2011). Google Marketing: A mais ponderosa arma para atingir os seus clientes. Lisboa: Edições Sílabo. Chaffey, D., Smith, P. R. (2013). E-marketing Excellence - Planning and Optimizing your Digital Marketing (4th Ed.). Elsevier/Butterworth-Heinemann. Kotler, P. ; Kartajaya, H. & Setiawan, I. (2017). Marketing 4.0: Mudança do tradicional para o digital. Lisboa: Conjuntura Actual Editora. Kütz M. (2016). Introduction to E-Commerce: Combining Business and Information Technology. 1st ed. Bookboon.com Laudon, K.C. & Traver, C.G. (2014). E-commerce Essentials. 1st ed. USA: Pearson. Meier, A. Stormer, H. (2009). eBusiness and eCommerce: Managing the Digital Value Chain. Berlin: Springer. Stokes, R. (2013). eMarketing: the essential guide to online marketing (5th Ed). Quirk eMarketing (Pty), Ltd.
Language	Portuguese. Tutorial support is available in English.