Agostino VOLLERO | E-COMMERCE

cod. 0312200085

E-COMMERCE

	0312200085
	DEPARTMENT OF POLITICAL AND COMMUNICATION SCIENCES
	EQF6
	COMMUNICATION SCIENCES
	2023/2024

CURRICULUM CORPORATE COMMUNICATION

	YEAR OF COURSE 3
	YEAR OF DIDACTIC SYSTEM 2019
	AUTUMN SEMESTER

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. KNOWLEDGE AND UNDERSTANDING: STUDENTS WILL LEARN THE BASIC CONCEPTS, METHODOLOGIES, AND TOOLS OF COMMERCIAL ENTERPRISES' VALUE CHAIN ACTIVITIES IN THE TRANSITION TO E-BUSINESS, THE VARIATION OF THEIR PRIMARY ACTIVITIES (FROM INBOUND LOGISTICS TO MARKETING AND CUSTOMER SUPPORT), THE OPERATIONAL ISSUES (INSOURCING/OUTSOURCING CHOICES, RETAILING MIX, TRANSACTION SECURITY, PRIVACY MANAGEMENT, PAYMENT METHODS, ETC.) FACED BY RETAILERS IN MANAGING E-STORES, AND THE PRINCIPLES OF DESIGNING INTERACTIVE ENVIRONMENTS TO ENHANCE CUSTOMER EXPERIENCE. APPLICATION OF KNOWLEDGE AND UNDERSTANDING: THE COURSE AIMS TO ENHANCE STUDENTS' ANALYTICAL SKILLS TO SUPPORT THE ENTIRE DECISION-MAKING PROCESS IN THE MANAGEMENT OF AN ONLINE COMMERCIAL ENTERPRISE. AT THE END OF THE TRAINING PATH, THE STUDENT MUST DEMONSTRATE THE ABILITY TO MANAGE THE DIFFERENT OPERATIONAL FLOWS OF AN E-COMMERCE SITE, SUCH AS MANAGING THE DIFFERENT STAGES OF ORDERS, CREATING PRODUCT SHEETS, ANALYZING SALES, AND DESIGNING PLANS FOR PERSONALIZATION, RETENTION, AND CUSTOMER LOYALTY. AUTONOMY OF JUDGMENT: THE STUDENT WILL BE ABLE TO: EXPRESS CRITICAL ATTITUDES AND AUTONOMOUS JUDGMENTS TO CORRECTLY MAKE CHOICES AMONG A RANGE OF DIFFERENT OPTIONS. INTERPRET AND EVALUATE IN AN ANALYTICAL WAY THE ACTIVITIES AND PERFORMANCE OF COMMERCIAL ENTERPRISES. DEMONSTRATE ADEQUATE PROBLEM-SOLVING SKILLS IN E-COMMERCE MATTERS. COMMUNICATION SKILLS: THE STUDENT WILL BE ABLE TO: DEMONSTRATE ARGUMENTATIVE ATTITUDES AND EASE OF ILLUSTRATING TOPICS, USING APPROPRIATE TERMINOLOGY AND SPECIFIC LANGUAGE APPROPRIATE FOR THE DISCIPLINE. COMMUNICATE AND PRESENT, THROUGH TEXTS AND/OR VIRTUAL TOOLS, OBJECTIVES AND RESULTS OF PROJECTS DEVELOPED INDEPENDENTLY OR IN A GROUP. LEARNING SKILLS: FINALLY, THE STUDENT WILL BE ABLE TO USE THE MAIN DIGITAL TOOLS AND COMPUTER RESOURCES FOR DATA ANALYSIS AND INTERPRETATION.

THE COURSE AIMS AT PROVIDING BASIC KNOWLEDGE FOR ANALYSING THE MANAGEMENT OF RETAILERS OPERATING IN DIGITAL CONTEXTS.
KNOWLEDGE AND UNDERSTANDING:
STUDENTS WILL LEARN THE BASIC CONCEPTS, METHODOLOGIES, AND TOOLS OF COMMERCIAL ENTERPRISES' VALUE CHAIN ACTIVITIES IN THE TRANSITION TO E-BUSINESS, THE VARIATION OF THEIR PRIMARY ACTIVITIES (FROM INBOUND LOGISTICS TO MARKETING AND CUSTOMER SUPPORT), THE OPERATIONAL ISSUES (INSOURCING/OUTSOURCING CHOICES, RETAILING MIX, TRANSACTION SECURITY, PRIVACY MANAGEMENT, PAYMENT METHODS, ETC.) FACED BY RETAILERS IN MANAGING E-STORES, AND THE PRINCIPLES OF DESIGNING INTERACTIVE ENVIRONMENTS TO ENHANCE CUSTOMER EXPERIENCE.
APPLICATION OF KNOWLEDGE AND UNDERSTANDING:
THE COURSE AIMS TO ENHANCE STUDENTS' ANALYTICAL SKILLS TO SUPPORT THE ENTIRE DECISION-MAKING PROCESS IN THE MANAGEMENT OF AN ONLINE COMMERCIAL ENTERPRISE. AT THE END OF THE TRAINING PATH, THE STUDENT MUST DEMONSTRATE THE ABILITY TO MANAGE THE DIFFERENT OPERATIONAL FLOWS OF AN E-COMMERCE SITE, SUCH AS MANAGING THE DIFFERENT STAGES OF ORDERS, CREATING PRODUCT SHEETS, ANALYZING SALES, AND DESIGNING PLANS FOR PERSONALIZATION, RETENTION, AND CUSTOMER LOYALTY.
AUTONOMY OF JUDGMENT:
THE STUDENT WILL BE ABLE TO:
EXPRESS CRITICAL ATTITUDES AND AUTONOMOUS JUDGMENTS TO CORRECTLY MAKE CHOICES AMONG A RANGE OF DIFFERENT OPTIONS.
INTERPRET AND EVALUATE IN AN ANALYTICAL WAY THE ACTIVITIES AND PERFORMANCE OF COMMERCIAL ENTERPRISES.
DEMONSTRATE ADEQUATE PROBLEM-SOLVING SKILLS IN E-COMMERCE MATTERS.
COMMUNICATION SKILLS:
THE STUDENT WILL BE ABLE TO:

DEMONSTRATE ARGUMENTATIVE ATTITUDES AND EASE OF ILLUSTRATING TOPICS, USING APPROPRIATE TERMINOLOGY AND SPECIFIC LANGUAGE APPROPRIATE FOR THE DISCIPLINE.
COMMUNICATE AND PRESENT, THROUGH TEXTS AND/OR VIRTUAL TOOLS, OBJECTIVES AND RESULTS OF PROJECTS DEVELOPED INDEPENDENTLY OR IN A GROUP.
LEARNING SKILLS:
FINALLY, THE STUDENT WILL BE ABLE TO USE THE MAIN DIGITAL TOOLS AND COMPUTER RESOURCES FOR DATA ANALYSIS AND INTERPRETATION.

	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
	THE PROFICIENCY EXAM CONSISTS OF AN ORAL TEST, WHICH MAY BE ACCOMPANIED BY WRITTEN TESTS (MID-TERM AND FINAL) WITH BOTH MULTIPLE-CHOICE AND OPEN-ENDED QUESTIONS. THE EXAM AIMS TO VERIFY THAT STUDENTS HAVE ACQUIRED KNOWLEDGE OF E-COMMERCE CRITICALLY AND WITH AUTONOMY OF JUDGMENT. DURING THE TEST, MASTERY OF TECHNIQUES AND TOOLS TO SUPPORT THE TYPICAL DECISION-MAKING AND PROBLEM-SOLVING PROCESS IN THIS FIELD WILL BE VERIFIED.

Verification of learning

THE PROFICIENCY EXAM CONSISTS OF AN ORAL TEST, WHICH MAY BE ACCOMPANIED BY WRITTEN TESTS (MID-TERM AND FINAL) WITH BOTH MULTIPLE-CHOICE AND OPEN-ENDED QUESTIONS. THE EXAM AIMS TO VERIFY THAT STUDENTS HAVE ACQUIRED KNOWLEDGE OF E-COMMERCE CRITICALLY AND WITH AUTONOMY OF JUDGMENT. DURING THE TEST, MASTERY OF TECHNIQUES AND TOOLS TO SUPPORT THE TYPICAL DECISION-MAKING AND PROBLEM-SOLVING PROCESS IN THIS FIELD WILL BE VERIFIED.

	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: 2024-12-17]

Agostino VOLLERO | E-COMMERCE