E-commerce and Retail Management

Categories: Business Process
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About Course

This course is designed to provide students with an understanding of e-commerce and retail management, including its impact on the global economy and the changing consumer behavior. Students will learn how to develop and implement an effective e-commerce strategy, as well as how to manage and optimize retail operations. The course will cover key concepts in e-commerce, such as online merchandising, digital marketing, customer engagement, and supply chain management.

Course Outline:


Introduction to E-commerce and Retail Management
  • Definition of E-commerce and Retail Management
  • Key Drivers and Trends in E-commerce
  • The Role of Technology and Data in E-commerce
E-commerce Strategy Development
  • Market Analysis and Segmentation
  • Competitive Analysis and Positioning
  • Business Model Innovation and Differentiation
Online Merchandising and Digital Marketing
  • Product Catalog Management and Optimization
  • Search Engine Optimization (SEO) and Advertising (SEA)
  • Social Media Marketing and Influencer Marketing
Customer Engagement and Experience
  • Personalization and Customization
  • Customer Relationship Management (CRM) and Loyalty Programs
  • Customer Service and Support
Supply Chain Management for E-commerce
  • Inventory Management and Fulfillment
  • Last-mile Delivery and Logistics
  • Reverse Logistics and Returns Management
Retail Operations Management
  • Store Design and Layout
  • Visual Merchandising and Retail Analytics
  • Staffing and Employee Training
E-commerce and Retail Analytics
  • Key Performance Indicators (KPIs) and Metrics
  • Data Visualization and Business Intelligence
  • Predictive Analytics and Machine Learning


  • Basic knowledge of marketing and supply chain management concepts
  • Familiarity with Excel or other data analysis tools

Recommended Textbook:

  • “E-commerce and Retail Management: Strategy, Implementation, and Operations” by Ian Phau and Matthew Lim.


  • Midterm Exam (30%)
  • Final Exam (40%)
  • Group Project (30%)

Note: The course syllabus and assessment methods are subject to change based on instructor’s discretion.

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What Will You Learn?

  • Understand the impact of e-commerce and retail management on the global economy and the changing consumer behavior.
  • Develop and implement an effective e-commerce strategy, including market analysis, competitive analysis, and business model innovation.
  • Manage and optimize online merchandising and digital marketing, including product catalog management, SEO/SEA, and social media marketing.
  • Enhance customer engagement and experience through personalization, CRM, and customer service.
  • Manage and optimize supply chain operations for e-commerce, including inventory management, last-mile delivery, and reverse logistics.
  • Manage and optimize retail operations, including store design and layout, visual merchandising, and staff training.
  • Use data and analytics to measure and improve e-commerce and retail performance, including KPIs, data visualization, and predictive analytics.

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