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.
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