Agostino VOLLERO | E-COMMERCE

cod. 0312200085

E-COMMERCE

	0312200085
	DEPARTMENT OF POLITICAL AND COMMUNICATION SCIENCES
	EQF6
	COMMUNICATION SCIENCES
	2020/2021

CURRICULUM SCIENZE DELLA COMUNICAZIONE E IMPRESA Cohort 2018/2019

	YEAR OF COURSE 3
	YEAR OF DIDACTIC SYSTEM 2017
	PRIMO SEMESTRE

TEACHING UNITS

	SSD	CFU	HOURS	ACTIVITY	TYPE OF ACTIVITY
	SECS-P/08	6	40	LESSONS	COMPULSORY SUBJECTS, CHARACTERISTIC OF THE CLASS

PROFESSORS

	AGOSTINO VOLLERO T Curriculum
	FRANCESCA CONTE Curriculum

	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.

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.

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)

BETA VERSION Data source ESSE3 [Ultima Sincronizzazione: 2022-05-23]

Agostino VOLLERO | E-COMMERCE