Agostino VOLLERO | E-COMMERCE

cod. 0312200085

E-COMMERCE

	0312200085
	DEPARTMENT OF POLITICAL AND COMMUNICATION SCIENCES
	EQF6
	COMMUNICATION SCIENCES
	2025/2026

CURRICULUM CORPORATE COMMUNICATION Cohort 2023/2024

	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
	THIS COURSE AIMS TO PROVIDE THE KNOWLEDGE BASE AND ESSENTIAL TOOLS FOR ANALYZING THE MANAGEMENT OF ONLINE BUSINESSES AND THEIR RELATED MARKETING ACTIVITIES IN DIGITAL CONTEXTS. THE STUDENT WILL: KNOW THE BASIC CONCEPTS, METHODOLOGIES, AND TOOLS OF VALUE CHAIN ACTIVITIES FOR BUSINESSES TRANSITIONING TO E-BUSINESS, DEEPENING THEIR UNDERSTANDING OF THE CHANGES IN THEIR PRIMARY ACTIVITIES (FROM INBOUND LOGISTICS TO MARKETING AND CUSTOMER SERVICE ACTIVITIES). UNDERSTAND THE OPERATIONAL ISSUES (INSOURCING/OUTSOURCING CHOICES, RETAILING MIX, TRANSACTION SECURITY, PRIVACY MANAGEMENT, PAYMENT METHODS, ETC.), WITH PARTICULAR REFERENCE TO THE MARKETING CHALLENGES FACED BY RETAILERS IN MANAGING E-STORES, AND THE PRINCIPLES OF DESIGNING INTERACTIVE ENVIRONMENTS AIMED AT ENHANCING THE CUSTOMER EXPERIENCE. THE STUDENT WILL BE ABLE TO: OVERSEE AND APPLY THE ACQUIRED KNOWLEDGE AND TOOLS TO SUPPORT THE ENTIRE DECISION-MAKING PROCESS IN THE MANAGEMENT OF AN ONLINE BUSINESS. MANAGE THE DIFFERENT OPERATIONAL FLOWS OF AN E-COMMERCE SITE, SUCH AS ORDER STAGES, PRODUCT SHEET CREATION, SALES ANALYSIS, AND THE DESIGN OF MARKETING PLANS FOCUSED ON PERSONALIZATION, CUSTOMER RETENTION, AND LOYALTY. THE STUDENT WILL BE ABLE TO: EXPRESS CRITICAL ATTITUDES AND MAKE AUTONOMOUS JUDGMENTS, IN ORDER TO CORRECTLY MAKE CHOICES FROM A RANGE OF DIFFERENT OPTIONS. ANALYTICALLY INTERPRET AND EVALUATE THE ACTIVITIES AND PERFORMANCE OF BUSINESSES. DEMONSTRATE ADEQUATE PROBLEM-SOLVING SKILLS IN E-COMMERCE AND RETAIL MARKETING. THE STUDENT WILL BE ABLE TO: DEMONSTRATE ARGUMENTATIVE SKILLS AND EASE IN ILLUSTRATING TOPICS, USING APPROPRIATE TERMINOLOGY AND SPECIFIC LANGUAGE RELEVANT TO THE DISCIPLINE. COMMUNICATE AND PRESENT, THROUGH TEXTS AND/OR VIRTUAL TOOLS, THE OBJECTIVES AND RESULTS OF RESEARCH PROJECTS DEVELOPED INDEPENDENTLY OR IN A GROUP. THE STUDENT WILL BE ABLE TO: USE THE MAIN DIGITAL TOOLS AND IT RESOURCES FOR DATA ANALYSIS AND INTERPRETATION ACTIVITIES. APPLY THEIR SKILLS IN OTHER LEARNING AND PROFESSIONAL CONTEXTS. CONDUCT INDIVIDUAL RESEARCH ACTIVITIES BASED ON THEORETICAL STUDIES AND EMPIRICAL ANALYSIS.

THIS COURSE AIMS TO PROVIDE THE KNOWLEDGE BASE AND ESSENTIAL TOOLS FOR ANALYZING THE MANAGEMENT OF ONLINE BUSINESSES AND THEIR RELATED MARKETING ACTIVITIES IN DIGITAL CONTEXTS.

THE STUDENT WILL:
KNOW THE BASIC CONCEPTS, METHODOLOGIES, AND TOOLS OF VALUE CHAIN ACTIVITIES FOR BUSINESSES TRANSITIONING TO E-BUSINESS, DEEPENING THEIR UNDERSTANDING OF THE CHANGES IN THEIR PRIMARY ACTIVITIES (FROM INBOUND LOGISTICS TO MARKETING AND CUSTOMER SERVICE ACTIVITIES).
UNDERSTAND THE OPERATIONAL ISSUES (INSOURCING/OUTSOURCING CHOICES, RETAILING MIX, TRANSACTION SECURITY, PRIVACY MANAGEMENT, PAYMENT METHODS, ETC.), WITH PARTICULAR REFERENCE TO THE MARKETING CHALLENGES FACED BY RETAILERS IN MANAGING E-STORES, AND THE PRINCIPLES OF DESIGNING INTERACTIVE ENVIRONMENTS AIMED AT ENHANCING THE CUSTOMER EXPERIENCE.
THE STUDENT WILL BE ABLE TO:

OVERSEE AND APPLY THE ACQUIRED KNOWLEDGE AND TOOLS TO SUPPORT THE ENTIRE DECISION-MAKING PROCESS IN THE MANAGEMENT OF AN ONLINE BUSINESS.
MANAGE THE DIFFERENT OPERATIONAL FLOWS OF AN E-COMMERCE SITE, SUCH AS ORDER STAGES, PRODUCT SHEET CREATION, SALES ANALYSIS, AND THE DESIGN OF MARKETING PLANS FOCUSED ON PERSONALIZATION, CUSTOMER RETENTION, AND LOYALTY.
THE STUDENT WILL BE ABLE TO:

EXPRESS CRITICAL ATTITUDES AND MAKE AUTONOMOUS JUDGMENTS, IN ORDER TO CORRECTLY MAKE CHOICES FROM A RANGE OF DIFFERENT OPTIONS.
ANALYTICALLY INTERPRET AND EVALUATE THE ACTIVITIES AND PERFORMANCE OF BUSINESSES.
DEMONSTRATE ADEQUATE PROBLEM-SOLVING SKILLS IN E-COMMERCE AND RETAIL MARKETING.
THE STUDENT WILL BE ABLE TO:

DEMONSTRATE ARGUMENTATIVE SKILLS AND EASE IN ILLUSTRATING TOPICS, USING APPROPRIATE TERMINOLOGY AND SPECIFIC LANGUAGE RELEVANT TO THE DISCIPLINE.
COMMUNICATE AND PRESENT, THROUGH TEXTS AND/OR VIRTUAL TOOLS, THE OBJECTIVES AND RESULTS OF RESEARCH PROJECTS DEVELOPED INDEPENDENTLY OR IN A GROUP.
THE STUDENT WILL BE ABLE TO:

USE THE MAIN DIGITAL TOOLS AND IT RESOURCES FOR DATA ANALYSIS AND INTERPRETATION ACTIVITIES.
APPLY THEIR SKILLS IN OTHER LEARNING AND PROFESSIONAL CONTEXTS.
CONDUCT INDIVIDUAL RESEARCH ACTIVITIES BASED ON THEORETICAL STUDIES AND EMPIRICAL ANALYSIS.

	Prerequisites
	NONE

	Contents
	THE COMMERCIAL ENTERPRISE AND ITS ORIGINAL AND EMERGING FUNCTIONS; DISTRIBUTION CHANNELS (DIRECT AND INDIRECT, SHORT AND LONG); WHOLESALE DISTRIBUTION AND RETAIL DISTRIBUTION; RETAIL FORMATS; THE EVOLUTION OF THE STORE'S ROLE AND THE SHOPPING EXPERIENCE; THE DISTINCTION BETWEEN THE CONCEPTS OF E-MARKETING, E-BUSINESS, AND E-COMMERCE; HISTORY AND EVOLUTION OF E-COMMERCE: KEY PLAYERS AND INDUSTRY DYNAMICS; E-COMMERCE MODELS (B2C, B2B, ETC.); SOCIAL COMMERCE; MARKETING FOR ONLINE BUSINESSES: ONLINE RETAILING MIX; ONLINE CHANNEL MANAGEMENT; TYPES OF INFOMEDIARIES; SECURITY IN COMMERCIAL TRANSACTIONS; ONLINE PRICING; MAIN PAYMENT METHODS FOR E-COMMERCE; E-COMMERCE PERSONALIZATION, RECOMMENDATION ENGINES; SOCIAL COMMERCE; CRM AND AFTER-SALES SERVICE; MONITORING AND EVALUATION OF RESULTS: DIGITAL ANALYTICS, KPIS, AND RELEVANT METRICS.

Contents

THE COMMERCIAL ENTERPRISE AND ITS ORIGINAL AND EMERGING FUNCTIONS; DISTRIBUTION CHANNELS (DIRECT AND INDIRECT, SHORT AND LONG); WHOLESALE DISTRIBUTION AND RETAIL DISTRIBUTION; RETAIL FORMATS; THE EVOLUTION OF THE STORE'S ROLE AND THE SHOPPING EXPERIENCE; THE DISTINCTION BETWEEN THE CONCEPTS OF E-MARKETING, E-BUSINESS, AND E-COMMERCE; HISTORY AND EVOLUTION OF E-COMMERCE: KEY PLAYERS AND INDUSTRY DYNAMICS; E-COMMERCE MODELS (B2C, B2B, ETC.); SOCIAL COMMERCE; MARKETING FOR ONLINE BUSINESSES: ONLINE RETAILING MIX; ONLINE CHANNEL MANAGEMENT; TYPES OF INFOMEDIARIES; SECURITY IN COMMERCIAL TRANSACTIONS; ONLINE PRICING; MAIN PAYMENT METHODS FOR E-COMMERCE; E-COMMERCE PERSONALIZATION, RECOMMENDATION ENGINES; SOCIAL COMMERCE; CRM AND AFTER-SALES SERVICE; MONITORING AND EVALUATION OF RESULTS: DIGITAL ANALYTICS, KPIS, AND RELEVANT METRICS.

	Teaching Methods
	INTERACTIVE LECTURES. IN-CLASS EXERCISES AND CASE STUDIES FROM "REAL WORLD" PRACTICE

	Verification of learning
	THE ACHIEVEMENT OF THE TEACHING OBJECTIVES IS CERTIFIED BY PASSING AN EXAM WITH A GRADE OUT OF THIRTY. THE PROFICIENCY EXAM CONSISTS OF A WRITTEN TEST AND AN ORAL EXAM, WHICH WILL BE HELD ON THE DATES SCHEDULED BY THE DEPARTMENT. THE WRITTEN TEST LASTS 45 MINUTES AND INCLUDES BOTH MULTIPLE-CHOICE AND OPEN-ENDED QUESTIONS. THE SCORE OF THE WRITTEN TEST (PASSED WITH A MINIMUM GRADE OF 18/30) IS EQUAL TO THE SUM OF THE POINTS ASSIGNED BY THE PROFESSOR TO THE INDIVIDUAL QUESTIONS, AND MAY INCLUDE ANY BONUSES AWARDED TO THE ATTENDING STUDENT FOR PARTICIPATION IN INDIVIDUAL OR GROUP PROJECT WORK CARRIED OUT DURING THE LESSONS. STUDENTS WHO HAVE ACHIEVED A SCORE OF AT LEAST 18 ON THE WRITTEN TEST ARE ADMITTED TO THE ORAL EXAM. THE EXAM IS AIMED AT VERIFYING THAT STUDENTS HAVE ACQUIRED THE KNOWLEDGE RELATED TO E-COMMERCE IN A CRITICAL MANNER AND WITH AUTONOMY OF JUDGMENT. DURING THE TEST, THE MASTERY OF THE METHODS, TECHNIQUES, AND TOOLS TO SUPPORT THE TYPICAL DECISION-MAKING AND PROBLEM-SOLVING PROCESS IN THIS AREA WILL BE VERIFIED.

Verification of learning

THE ACHIEVEMENT OF THE TEACHING OBJECTIVES IS CERTIFIED BY PASSING AN EXAM WITH A GRADE OUT OF THIRTY. THE PROFICIENCY EXAM CONSISTS OF A WRITTEN TEST AND AN ORAL EXAM, WHICH WILL BE HELD ON THE DATES SCHEDULED BY THE DEPARTMENT.
THE WRITTEN TEST LASTS 45 MINUTES AND INCLUDES BOTH MULTIPLE-CHOICE AND OPEN-ENDED QUESTIONS. THE SCORE OF THE WRITTEN TEST (PASSED WITH A MINIMUM GRADE OF 18/30) IS EQUAL TO THE SUM OF THE POINTS ASSIGNED BY THE PROFESSOR TO THE INDIVIDUAL QUESTIONS, AND MAY INCLUDE ANY BONUSES AWARDED TO THE ATTENDING STUDENT FOR PARTICIPATION IN INDIVIDUAL OR GROUP PROJECT WORK CARRIED OUT DURING THE LESSONS.
STUDENTS WHO HAVE ACHIEVED A SCORE OF AT LEAST 18 ON THE WRITTEN TEST ARE ADMITTED TO THE ORAL EXAM. THE EXAM IS AIMED AT VERIFYING THAT STUDENTS HAVE ACQUIRED THE KNOWLEDGE RELATED TO E-COMMERCE IN A CRITICAL MANNER AND WITH AUTONOMY OF JUDGMENT. DURING THE TEST, THE MASTERY OF THE METHODS, TECHNIQUES, AND TOOLS TO SUPPORT THE TYPICAL DECISION-MAKING AND PROBLEM-SOLVING PROCESS IN THIS AREA 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)

Lessons Timetable

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Agostino VOLLERO | E-COMMERCE