College: Logistics

The e-commerce and marketing specialization focuses on the principles and practices of online business, digital marketing, and customer engagement. Students gain skills in e-commerce strategies, digital marketing techniques, customer relationship management, data analytics, and social media marketing, preparing for careers in e-commerce, digital marketing, online retail, and related fields.

Learning Objectives:

• Understand the principles of e-commerce and digital marketing.
• Develop skills in e-commerce strategies and online business models.
• Learn digital marketing techniques and customer engagement strategies.
• Explore customer relationship management and data analytics.
• Analyze social media marketing and content creation.
• Develop critical thinking, problem-solving, and decision-making skills.
• Gain practical experience through projects and internships.

Main Curriculum:

1. Introduction to E-commerce and Marketing - An overview of e-commerce and digital marketing principles, history, and industry trends.
2. E-commerce Strategies - Fundamentals of developing and implementing e-commerce strategies.
3. Digital Marketing Techniques - Principles of digital marketing, including search engine optimization (SEO), pay-per-click advertising (PPC), and email marketing.
4. Customer Relationship Management (CRM) - Techniques for managing customer relationships and data.
5. Data Analytics in Marketing - Applying data analytics to improve marketing strategies and customer engagement.
6. Social Media Marketing - Strategies for leveraging social media platforms for marketing and customer engagement.
7. Content Creation and Management - Principles of creating and managing digital content for marketing purposes.
8. Online Retail and Marketplaces - Understanding the dynamics of retail platforms and online marketplaces.
9. E-commerce Technology and Platforms - Exploring e-commerce technologies and platforms, including e-commerce software and payment systems.
10. Consumer Behavior in Digital Environments - Analyzing consumer behavior and decision-making processes in digital environments.
11. Portfolio Development - Creating a professional portfolio showcasing e-commerce and marketing skills.
12. Practical/Applied Training - Real-world experiences in e-commerce companies, digital marketing agencies, online retailers, or marketing departments.
13. Capstone Project - A comprehensive project applying e-commerce and marketing skills, such as developing an e-commerce strategy, conducting a digital marketing campaign, or analyzing consumer behavior.

Assessment Methods:

• Analysis of e-commerce and digital marketing principles
• E-commerce strategy projects
• Digital marketing technique projects
• Customer relationship management (CRM) projects
• Data analysis in marketing projects
• Social media marketing projects
• Content creation and management projects
• Online retail and marketplace projects
• E-commerce technology and platform projects
• Consumer behavior in digital environments projects
• Portfolio development projects
• Internship reports
• Final projects and presentations

Recommended Textbooks:

• "Introduction to E-commerce and Marketing"
• "E-commerce Strategies"
• "Digital Marketing Techniques"
• "Customer Relationship Management (CRM)"
• "Data Analysis in Marketing"
• "Social Media Marketing"
• "Content Creation and Management"
• "Online Retail and Marketplaces"
• "E-commerce Technology and Platforms"
• "Consumer Behavior in Digital Environments"
• "Portfolio Development"

Prerequisites:

Basic knowledge of business and marketing principles and an interest in e-commerce and digital marketing.

Duration of Specialization:

Typically 4 years to earn a bachelor's degree in e-commerce and marketing.

Certification:

Graduates can earn certificates such as:

• Google Analytics Individual Qualification (GAIQ)
• Facebook Blueprint Certification
• Certified Professional in E-commerce (CPEC)
• Certifications in specific e-commerce and digital marketing programs

Target Audience:

Aspiring e-commerce managers, digital marketers, online retail specialists, and professionals seeking careers in e-commerce companies, digital marketing agencies, online retailers, marketing departments, and related fields. This specialization equips students with the strategic, analytical, and technical skills needed to excel in e-commerce and digital marketing, supporting careers in various roles within e-commerce companies, digital marketing agencies, online retailers, marketing departments, and related fields.