This module, in terms of E-Commerce, analyses the growth of the internet (key technology concepts, Internet Services: www, email, etc.) and the history of e-commerce. It refers to e-commerce and e-business, the e-commerce shopper, to personalised and emotion-oriented e-commerce and also to the advantages of e-commerce. It describes e-business models, e-payment and the fundamentals of building e-commerce sites. It focuses on web presence evaluation, web ethics and legal aspects of e-commerce.
In terms of digital marketing it refers to the media, the society and the theoretical perspectives for digital marketing and the digital marketing planning and its role in integrated marketing communications. It outlines the online marketing digital channels (the web, e-mail, Social Media, Search Engines etc.). It introduces students to web analytics and addresses the ethical dimensions of digital marketing and the future.