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Lecturer(s)
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Pilík Michal, doc. Ing. Ph.D.
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Vaněk Miloslav, Ing.
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Course content
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unspecified
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Learning activities and teaching methods
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Lecturing, Demonstration, Teamwork
- Participation in classes
- 39 hours per semester
- Preparation for course credit
- 60 hours per semester
- Term paper
- 60 hours per semester
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| prerequisite |
|---|
| Knowledge |
|---|
| Basic knowledge of Internet business environment. |
| Basic knowledge of Internet business environment. |
| learning outcomes |
|---|
| describe what e-commerce is and what role it plays in the national economy of the Czech Republic and the world |
| describe what e-commerce is and what role it plays in the national economy of the Czech Republic and the world |
| identify online shopping behaviour of customers in B2C markets in the Czech Republic and its specifics |
| identify online shopping behaviour of customers in B2C markets in the Czech Republic and its specifics |
| characterise the online customer in the Czech Republic |
| characterise the online customer in the Czech Republic |
| classify e-shops |
| classify e-shops |
| define e-commerce trends in the Czech Republic and Europe for the given period |
| define e-commerce trends in the Czech Republic and Europe for the given period |
| Skills |
|---|
| create and design your own online business (e-shop) |
| create and design your own online business (e-shop) |
| prepare an online marketing strategy for your own e-shop |
| prepare an online marketing strategy for your own e-shop |
| define an online customer profile for your online business |
| define an online customer profile for your online business |
| know how to use Google analytics and related analytical tools |
| know how to use Google analytics and related analytical tools |
| teaching methods |
|---|
| Knowledge |
|---|
| Demonstration |
| Teamwork |
| Teamwork |
| Lecturing |
| Demonstration |
| Lecturing |
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Recommended literature
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BARKER, M. S. et al. Social media marketing: a strategic approach. Second edition. Boston: Cengage Learning, 2017. ISBN 978-1-305-50275-8.
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CLARK, D. Alibaba: the house that Jack Ma built. New York: Ecco, 2016. ISBN 978-0-06-241340-6.
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HEINZE, Aleksej, Gordon FLETCHER, Tahir RASHID a Ana CRUZ. Digital and social media marketing: a results-driven approach. London, 2017. ISBN 978-1-138-91791-0.
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CHAFFEY, D. Digital business and e-commerce management: strategy, implementation and practice. Sixth edition. Harlow: Pearson, 2015. ISBN 978-0-273-78654-2.
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LAUDON, K. C., TRAVER, C. G. E-commerce: business, technology, society. Twelfth edition. Boston: Pearson, 2016. ISBN 978-1-292-10996-1.
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PHILLIPS, J. Ecommerce analytics: analyze and improve the impact of your digital strategy. Pearson Education, 2016. ISBN 0134177282.
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PILÍK, M. Internet and its influence on consumer buying behaviour in the Czech Republic. Praha: Linde Praha, 2013. ISBN 978-80-7201-936-6.
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