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Lecturer(s)
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Bílková Renáta, Ing. Ph.D.
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Course content
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1. Electronic business phases of e-commerce 2. Characteristics of e-business, B2B, B2C, B2G models 3. E-commerce in the Czech Republic 4. Project designing of e-commerce - basic proposal for the structure, principles of web design 5. Content management systems, software for creating an online store 6. The electronic marketing - tools and systems of electronic marketing, SEM - Search Engine Marketing 7. SEO Search Engine Optimization 8. Web Analytics - basic indicators and the use of Google Analytics for analysis processing of e-shop 9. Security of e-commerce applications 10. Electronic payment systems 11. Electronic communications and data exchange (EDI, ebXML) 12. Mobile commerce (m-commerce) principles, technologies, types of applications
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Learning activities and teaching methods
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Monologic (reading, lecture, briefing), Methods of individual activities
- unspecified
- 26 hours per semester
- unspecified
- 26 hours per semester
- unspecified
- 13 hours per semester
- unspecified
- 26 hours per semester
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Learning outcomes
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The course is designed to integrate basic knowledge of information technologies together with essential economic categories in terms of business. At the end of the course students submit the seminar project - strategy for new e-shop.
The student will be able to understand the basic concepts and principles of e-business and e-commerce and become familiar with the tools for creating e-commerce portals, Internet marketing tools and web analytics.
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Prerequisites
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It is supposed that students are able to work with scientific literature written in home and foreign languages (English, German), and to master basic Internet operations.
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Assessment methods and criteria
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Home assignment evaluation, Self project defence
The assignment is granted upon completion of the following conditions: monitoring of a student work at seminars, approach evaluation and solving of individual parts of the seminar project, presentation of the seminar project. Detailed information will be provided during the first lecture.
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Recommended literature
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Beck, Alexander. Google AdWords. Praha: Grada, 2009. ISBN 978-80-247-2898-8.
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DONÁT, J. E-Business pro manažery.. Praha: Grada Publishing, 2000. ISBN 80-247-9001-7.
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Dover, Danny. SEO : optimalizace pro vyhledávače profesionálně. Brno: Zoner Press, 2012. ISBN 978-80-7413-172-1.
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DVOŘÁK, J. Elektronický obchod.. MSD s.r.o. Brno: Ing. Zdeněk Novotný, CSc., 2002. ISBN 80-214-2236-X.
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FRIMMEL, M. Elektronický obchod/právní úprava.. Praha: Prospektrum, 2002. ISBN 80-7175-114-6.
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Horňáková, Michaela. Copywriting : podrobný průvodce tvorbou textů, které prodávají. Brno: Computer Press, 2011. ISBN 978-80-251-3269-2.
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CHAFFEY, D. E-business and e-commerce management. New York: FT Prentice Hall, 2011. ISBN 9780273752011.
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Kaushik, Avinash. Webová analytika 2.0 : kompletní průvodce analýzami návštěvnosti. Brno: Computer Press, 2011. ISBN 978-80-251-2964-7.
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Laudon, K., Traver, K. E-commerce: business, technology, society. Pearson Education, 2012. ISBN 978-027-3761-297.
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POUR, J. a kolektiv. Informační systémy a elektronické podnikání. Praha: VŠE, 2001. ISBN 80-245-0227-5.
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Sedláček, Jiří. E-komerce, internetový a mobil marketing. Praha: BEN - technická literatura, 2006. ISBN 80-7300-195-0.
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Tonkin, Sebastian. Výkonnostní marketing s Google Analytics. Brno: Computer Press, 2011. ISBN 978-80-251-3339-2.
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