E-commerce and Retail Management

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

Prerequisites:

• 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.

Assessment:

• 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.