Objectives and competences
In this course, students will:
1. Understand strategic models and approaches in e-business and the impact of digitalization on business models and organizational structures.
2. Become familiar with modern technological solutions that support e-business (platforms, CMS, APIs, CRM, automation).
3. Develop the ability to plan and optimize digital channels, including website management and digital marketing.
4. Acquire knowledge in using analytics, KPIs, and data visualization to support decision-making in e-business.
5. Recognize the importance of ethics, security, and sustainability in designing digital solutions and understand emerging trends (AI, AR/VR, Web 3.0).
Content (Syllabus outline)
The course focuses on strategic approaches and technological solutions in e-business. Students explore e-business models (B2B, B2C, marketplaces), platform-based strategies, and integration with CRM, ERP, and digital marketing tools. Topics include user experience (UX), website development, API integrations, marketing automation, analytics, and KPIs. Special attention is given to ethics, ESG, security, and emerging trends (AI, Web 3.0, AR/VR). In the practical part, students design an e-business digital strategy and build a complete digital channel.
Detailed Course Content
1. E-Business Models and Strategies
• B2B, B2C, platforms, marketplaces
• Impact of e-business on organizational models
2. Technological Solutions and E-Business Support
• WordPress, SharePoint, Wix
• Interoperability (APIs, system integration)
3. CRM and Marketing Automation
• Salesforce, Microsoft Dynamics, Odoo
• Customer relationship management, segmentation
4. Website Management and Optimization
• UX/UI, quality, integration with other systems
• Technical and content structure of websites
5. Digital Marketing and Supporting Tools
• SEO, PPC, email campaigns, content marketing
• Odoo digital marketing (social media, email, automation)
6. Analytics and KPIs in E-Business
• Google Analytics, Salesforce reports
• Data visualization and dashboards
7. Sustainability, Security, and Digital Responsibility
• ESG in e-commerce
• GDPR, tracking ethics, digital inclusion
8. Trends in E-Business
• Chatbots, personalization, headless commerce
• Web 3.0, AR/VR, AI-powered user support
9. Project: E-Business Strategy and Digital Channels
• Building an e-commerce site (Odoo), digital channels
• CRM and marketing automation integration
• Strategy development, documentation
Learning and teaching methods
- lectures
- guided classes in the computer room
- case analysis.
- problem-based project-based learning
- collaborative learning
Intended learning outcomes - knowledge and understanding
Students in this course:
1. Review fundamental concepts of e-business and digital technologies. (PILO 2a, PILO 3b)
2. Systematically deepen their understanding of e-business models and their impact on business functions. (PILO 2a, PILO 3b)
3. Be trained to apply theoretical knowledge in the design and development of websites. (PILO 2a, PILO 3a)
4. Be trained to use CRM systems and marketing automation tools. (PILO 2a, PILO 3a)
5. Be able to select and apply digital marketing tools for various strategic purposes. (PILO 2a, PILO 3a)
6. Gain practical experience in using analytics tools and preparing KPI reports. (PILO 3b, PILO 3c)
7. Be aware of the importance of ethics, data protection, ESG, and inclusive e-business. (PILO 4a, PILO 4c)
8. Be capable of designing and presenting a digital e-business strategy for a selected organization. (PILO 3b, PILO 3c)
The PILO label (i.e., Programme Intended Learning Outcomes) defines the contribution of each listed intended learning outcome of a course towards achieving the general and/or subject-specific competencies or learning outcomes acquired through the programme
Intended learning outcomes - transferable/key skills and other attributes
Students in this course:
1. Review fundamental concepts of e-business and digital technologies. (PILO 2a, PILO 3b)
2. Systematically deepen their understanding of e-business models and their impact on business functions. (PILO 2a, PILO 3b)
3. Be trained to apply theoretical knowledge in the design and development of websites. (PILO 2a, PILO 3a)
4. Be trained to use CRM systems and marketing automation tools. (PILO 2a, PILO 3a)
5. Be able to select and apply digital marketing tools for various strategic purposes. (PILO 2a, PILO 3a)
6. Gain practical experience in using analytics tools and preparing KPI reports. (PILO 3b, PILO 3c)
7. Be aware of the importance of ethics, data protection, ESG, and inclusive e-business. (PILO 4a, PILO 4c)
8. Be capable of designing and presenting a digital e-business strategy for a selected organization. (PILO 3b, PILO 3c)
The PILO label (i.e., Programme Intended Learning Outcomes) defines the contribution of each listed intended learning outcome of a course towards achieving the general and/or subject-specific competencies or learning outcomes acquired through the programme
Readings
Wirtz, B. W. (2024). Digital Business and Electronic Commerce: Strategy, Business Models and Technology. Springer.
Bobek, S., Sternad Zabukovšek, S., Deželak, Z. (2021). Strateški vidiki managementa e-poslovanja – učno gradivo. Maribor: Ekonomsko-poslovna fakulteta.
Additional information on implementation and assessment Final exam - written exam with at least one question from each section within the course.
Exam in the computer lab - practical exam with at least one task from each set of computer tools/solutions included in the course.
Coursework - ongoing assignment with at least one assignment from each section of the course or project.
