DIG 3630 E-commerce
Digitization opens the door to new e-commerce concepts that provide a number of new opportunities to offer goods and services to the market. To be successful, the retail business must develop e-commerce strategies that create value for customers in a cost-effective way - anywhere, anytime. The course gives students a practical introduction to how retail companies can develop and establish their e-commerce strategy where they meet their customers through digital channels in a seamless and consistent way. The course is mainly built around planning, implementation and effect evaluation of e-commerce strategy. During the course, the student must have acquired sufficient knowledge and skills to create a strategy plan for e-commerce, as well as a digital marketing plan that includes conceptual sketches for technical solutions. The student must be familiar with laws and regulations that regulate e-commerce, and be aware of ethical and sustainable issues related to e-commerce.
The student shall:
- Have basic knowledge of digital trading concept relevant to trading.
- Have a basic understanding of what is included in the opportunity analysis for e-commerce.
- Have basic knowledge of infrastructure that must facilitate e-commerce.
- Have a basic knowledge of what an e-commerce strategy should include.
- Know what is meant by data-driven retail.
- Have knowledge of how technology can create a more ethical and sustainable retail.
The student shall:
- Be able to conduct a feasibility study for e-commerce.
- Be able to develop a strategy plan for an e-commerce concept.
- Be able to describe and analyze the supply chain for an e-commerce concept.
- Be able to create a digital marketing plan.
- Be able to plan implementation of an e-commerce solution with emphasis on customer experiences and service design.
- Be able to demonstrate techniques and tools for data-driven retail.
The student shall:
- Be able to ask critical questions about digitization in e-commerce related to topics such as sustainability, privacy, security, etc.
- Introduction to e-commerce
- Opportunity analysis for e-commerce
- Management of infrastructure for e-commerce
- Analysis of digital environment
- E-commerce strategy
- The supply chain
- Digital marketing
- CRM strategy
- Customer experiences and service design
The learning objectives are to be achieved through a combination of lectures, work in groups with assignments that are included as work requirements, and self-study. The submitted group assignments will form the basis for discussions in class. Relevant technologies are used where appropriate.
Students who do not get the work requirement approved in the course may not take the exam. This means that they must take the entire course again at a later completion.
Students who do not pass the written exam or who want to improve their grades, can take a new re-sit exam at a later completion of the exam.
Deviations in teaching and exams may occur if external conditions or unforeseen events call for this.
|Mandatory coursework||Courseworks given||Courseworks required||Comment coursework|
|Mandatory||2||1||A total of two work requirements to be resolved individually or in groups of a maximum of three students. The work requirement is linked to the submission (exam) where the students must submit the status of the work twice during the semester. The students receive feedback on the submitted work requirements which they can take with them in the further work with the submission. One of the work requirements must be approved in order to sit for the final exam.|
|Comment coursework:||A total of two work requirements to be resolved individually or in groups of a maximum of three students. The work requirement is linked to the submission (exam) where the students must submit the status of the work twice during the semester. The students receive feedback on the submitted work requirements which they can take with them in the further work with the submission. One of the work requirements must be approved in order to sit for the final exam.|
|Exam category||Weight||Invigilation||Duration||Grouping||Comment exam|
Form of assessment:
Examination every semester
|100||No||1 Semester(s)||Group/Individual (1 - 3)||Individual or group of three students|
|Form of assessment:||Written submission|
|Grouping (size):||Group/Individual (1-3)|
|Comment:||Individual or group of three students|
|Exam code:||DIG 36301|
|Resit:||Examination every semester|
Feedback activities and counselling
Prepare for teaching
Group work / Assignments
Student's own work with learning resources
A course of 1 ECTS credit corresponds to a workload of 26-30 hours. Therefore a course of 7,5 ECTS credit corresponds to a workload of at least 200 hours.