E-COMMERCE AND DIGITAL ANALYTICS
cod. 1010897

Academic year 2024/25
2° year of course - Second semester
Professor
Marco IEVA
Academic discipline
Economia e gestione delle imprese (SECS-P/08)
Field
Aziendale
Type of training activity
Characterising
35 hours
of face-to-face activities
5 credits
hub: PARMA
course unit
in ITALIAN

Integrated course unit module: E-COMMERCE AND CHANNEL ANALYTICS

Learning objectives

At the end of the course, students will hopefully gain the following skills:
-understanding of the main components of the e-commerce
-understanding of digital analytics
-understanding of omnichannel retailing
-capabilities to manager a small e-commerce website
- capabilities to work in a team and to develop a project work.

Prerequisites

None

Course unit content

The course is divided into four main parts:

- an overview on e-commerce
-tips and tricks for the e-commerce
- digital analytics with a focus on GA4
-project work related to the e-commerce

Full programme

Bibliography

The study materials are different between attending and non-attending students

ATTENDING STUDENTS:
Course slides and additional readings will be also part of the teaching materials.
The following textbook is suggested but not mandatory for attending students:
Giuseppe Noschese (2021), E-commerce Startup. Come iniziare a vendere online con il piede giusto. Maggioli Editore

NON FREQUENTANTI:
Course slides and additional readings will be also part of the teaching materials.
The following textbook is MANDATORY for attending students:
Giuseppe Noschese (2021), E-commerce Startup. Come iniziare a vendere online con il piede giusto. Maggioli Editore

Teaching methods

Frontal" lectures and recaps, class assignments, case reading (at home)
and subsequent discussion, managerial
lectures, practical work (at home) on video and written materials. Finally,
students will have the chance to take part in a project work. More information will be available one week before the start of the module.

Assessment methods and criteria

Witten exam to be completed in 30 minutes. Two questions, one theoretical and the other one scenario-based.

Other information

2030 agenda goals for sustainable development