University of Pardubice
Study programmes & Course catalogue
for academic year 2025/2026
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Course: E-Business

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Course title E-Business
Course code USII/FELO
Organizational form of instruction Lecture + Seminar
Level of course Bachelor
Year of study 2
Semester Winter
Number of ECTS credits 5
Language of instruction Czech
Status of course Compulsory, Compulsory-optional
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
Lecturer(s)
  • Bílková Renáta, Ing. Ph.D.
  • Bartoníček Tomáš, Ing. Ph.D.
Course content
Electronic business and stages of e-business development Analysis of the Internet market in various areas of business using digital and AI tools B2C e-commerce applications E-commerce system as an information system - methods for modelling e-commerce systems Analysis and design of electronic commerce, legal requirements of electronic commerce Content management systems, software for creating an online store The use of generative AI in the e-shop design and the creation of product and marketing content Electronic marketing tools and systems SEO and content marketing with the support of AI tools Web Analytics - key metrics and the use of Google Analytics for e-commerce analysis

Learning activities and teaching methods
Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming), Skills training
  • Team project - 24 hours per semester
  • Contact teaching - 39 hours per semester
  • Home preparation for classes - 10 hours per semester
  • Preparation of a presentation (report) - 17 hours per semester
Learning outcomes
The aim of the course is to provide students with an understanding of the basic terminology and principles of electronic business (e-business) and electronic commerce (e-commerce), and to equip them with the skills to use digital marketing tools and interpret e-commerce data to support marketing and management decision-making.
A student who has successfully completed the course can: define e-business and e-commerce; describe e-commerce business models and the possibilities of using e-commerce in the B2C area; analyze the internet market using digital and AI tools; be familiar with e-commerce legislation; define business and functional requirements for the implementation of the online store; understand the possibilities of content management systems and software for creating an online store; explain and use the basic principles of internet marketing, including SEO and content marketing supported by AI tools; analyze basic e-commerce statistics. A student who has successfully completed the course will: work with tools for creating e-commerce portals; design and build a simple functional e-commerce; specify legislative requirements for e-commerce projects; to design the basic marketing strategy of the e-shop. A student who has successfully completed the course is able to: integrate basic knowledge of information technology and basic economic categories with regard to e-commerce; include consideration of their legal dimension in problem solving; communicate comprehensively and convincingly to professionals and lay people about the nature of professional problems and their own opinion on their solution.
Prerequisites
unspecified

Assessment methods and criteria
Home assignment evaluation, Self project defence, Presentation

Student obtain a credits after submission of all tasks in due time and successful defense of semester project.
Recommended literature
  • Burešová, J. Online marketing: od webových stránek k sociálním sítím. Praha: Grada Publishing, 2022. ISBN 978-80-271-1680-5.
  • Crestodina, Andy. Content chemistry . Chicago: Orbit Medie Studios, Inc., 2024. ISBN 978-1-7320465-2-8.
  • Croxen-John, D., Van Tonder, J. Optimalizace webových stránek: proč si 95 % návštěvníků vašich stránek nic nekoupí a jak to můžete změnit. Brno: Lingea, 2022. ISBN 978-80-7508-716-4.
  • Čajková, Hanka. Tvorba vydělávajícího webu . [Bratislava]: Dognet, 2021. ISBN 978-80-89969-15-9.
  • Chaffey, D., Ellis-Chadwick, F. Digital marketing: strategy, implementation and practice. 2019. ISBN 978-1-292-24157-9.
  • Janouch, V. Internetový marketing. Brno: Computer Press, 2020. ISBN 978-80-251-5016-0.
  • Kaushik, A. Webová analytika 2.0. Brno, 2011. ISBN 978-80-251-2964-7.
  • Kingsnorth, S. Strategie digitálního marketingu: komplexní přístup k budování strategie pro on-line marketing. Brno: Lingea, 2022. ISBN 978-80-7508-714-0.
  • Koudelková, Petra. Digitální marketing v nové éře regulace . Praha: Grada, 2026. ISBN 978-80-271-5910-9.
  • Mikulášková, P., Sedlák, M. Jak vytvořit úspěšný a výdělečný internetový obchod. Brno, 2015. ISBN 978-80-251-4383-4.
  • Suchánek, Petr. E-commerce : elektronické podnikání a koncepce elektronického obchodování. Praha: Ekopress, 2012. ISBN 978-80-86929-84-2.
  • Ward, Andrew. The ChatGPT guide for business . Birmingham: Triple Twist Publishing, 2023. ISBN 978-1-7397259-3-8.


Study plans that include the course
Faculty Study plan (Version) Category of Branch/Specialization Recommended year of study Recommended semester
University of Pardubice, date of update: 15.08.2026 23:50. Data created for academic year 2025/2026