Business 3: Digital Business & Digital Marketing

level of course unit

Bachelor

Learning outcomes of course unit

The students can
- understand the basics of online business, including the different e-commerce models, online marketplaces and platforms
- understand different e-commerce business models and implement payment processing, security, and privacy aspects of online commerce
- use web analytics tools such as Google Analytics to measure website traffic and conversion rates
- apply technology to increase conversion rates, perform A/B testing, and optimize the user experience on websites
- understand basic concepts of digital marketing, including SEO, SEM, content marketing, and social media marketing
- identify current trends in web business and web marketing and analyze and evaluate future developments, including AI, chatbots, and voice search

prerequisites and co-requisites

none

course contents

- Introduction to Web Business: basics of online business, e-commerce models, online marketplaces and platforms
- Website development and design: creating engaging and user-friendly websites, website hosting and maintenance - E-commerce strategies: e-commerce business models, payment processing, security and Data protection
- Web analytics and tracking: Using tools such as Google Analytics to measure and analyze website traffic and conversions
- Conversion optimization: technologies to increase conversion rates, A/B testing, and user experience optimization
- Data-Driven Decision Making: web analytics supported business decisions in web business
- Fundamentals of online marketing.
- Content strategy: planning and creating content for websites and social media, storytelling and branding
- Trends in web business and web marketing: current news and future trends in the digital space, including AI, chatbots, and voice search