College: Media

This specialization focuses on strategic management and the operation of e-commerce platforms. Students develop skills in digital marketing, supply chain management, data analytics, and e-commerce technologies, preparing them for careers in e-commerce, digital marketing, and related fields.

Learning Objectives:

• Understand the fundamentals of e-commerce and digital business models.
• Develop skills in digital marketing, SEO, and social media marketing.
• Learn supply chain management techniques for e-commerce.
• Explore data analysis principles, customer relationship management, and user experience design.
• Analyze and interpret e-commerce data and market trends.
• Develop critical thinking and strategic planning skills for effective e-commerce management.

Main Outline:

1. Introduction to E-commerce and Management - Overview of key concepts and practices in e-commerce and digital business.
2. Digital Marketing - Principles of digital marketing, including SEO, pay-per-click, and social media marketing.
3. Supply Chain Management in E-commerce - Basics of supply chain management, logistics, and inventory management.
4. Data Analytics in E-commerce - Principles of data analytics, customer data analysis, and performance metrics.
5. Customer Relationship Management (CRM) - Principles of customer relationship management, customer segmentation, and engagement strategies.
6. User Experience (UX) Design - Basics of user experience design, user research, and usability testing.
7. E-commerce Technologies - Principles of e-commerce technologies, platform development, and cybersecurity.
8. Practical Training in E-commerce and Management - Real-world experiences through internships and projects in e-commerce companies or digital marketing agencies.
9. Capstone Project in E-commerce and Management - Comprehensive project applying skills in digital marketing, supply chain management, or data analytics.

Assessment Methods:

• Digital marketing campaigns, supply chain management plans, data analytics reports, CRM strategies, UX design projects, practical training reports, capstone projects, group projects, and internship assessments.

Recommended Textbooks:

• "E-commerce: Business, Technology, Society" by Kenneth C. Laudon and Carol Guercio Traver.
• "Digital Marketing: Strategy, Implementation, and Practice" by Dave Chaffey and Fiona Ellis-Chadwick.
• "Supply Chain Management in E-commerce" by various authors.
• "Data Analytics in E-commerce" by various authors.
• "Customer Relationship Management" by Francis Buttle.
• "User Experience Design" by various authors.
• "E-commerce Technologies" by various authors.

Prerequisites:

Basic knowledge of business, marketing, and information technology. Suitable for students interested in e-commerce and digital marketing.

Duration of Specialization:

Typically 4 years for a bachelor's degree, including coursework, projects, practical training, and internships.

Certification:

Graduates can obtain a degree in e-commerce and management, pursue higher education, or acquire professional certifications in related fields.

Target Audience:

Aspiring e-commerce managers, digital marketers, supply chain analysts, data analysts, user experience designers, and individuals seeking careers in e-commerce, digital marketing, and related fields. This specialization equips students with the skills necessary to excel in e-commerce and management, supporting careers in e-commerce, digital marketing, supply chain management, and related areas.