E-BUSINESS: ONLINE BUSINESS DEVELOPMENT (COMT115PO)

Acquire the knowledge and skills needed to develop a business online, and understand the environment in which companies operate and how changes in that environment influence the behaviour of consumers and producers.

1. E-COMMERCE PROGRAMME
1.1. Fundamental elements of e-commerce. Types
1.1.1. Introduction
1.1.2. The three levels of e-commerce
1.1.3. Advantages and disadvantages of e-commerce
1.1.4. E-commerce categories by type of seller and buyer
1.1.5. Stages in the development of e-commerce
1.2. Electronic markets
1.2.1. Components of the electronic market
1.2.2. Customers in electronic markets
1.2.3. Sellers in electronic markets
1.2.4. The infrastructure of electronic markets
1.3. Opportunities and challenges in the electronic market
1.3.1. The network of individual choice
1.3.2. Exponential growth in users and sales
1.3.3. Advertisers invest in the electronic market
1.3.4. Factors that may slow the growth of e-commerce
1.4. Other internet services of interest for e-commerce
2. THE TECHNOLOGICAL SCENARIO
2.1. Evolution and internet services
2.1.1. Web hosting services
2.1.2. Web hosting service models
2.1.3. Different hosting needs
- Small and medium-sized websites
- Large enterprise websites
2.1.4. Questions to clarify before making a decision
2.2. Connectivity
2.2.1. Definition
2.2.2. ISDN
2.2.3. DSL
2.2.4. T1 and T3
2.2.5. Optical carrier (OC)
2.3. Intranets and extranets
2.3.1. What is an intranet?
2.3.2. Aspects to consider when developing an intranet
2.3.3. Using intranets for different business functions
2.3.4. Security issues
2.3.5. Extranets. Concept. Usefulness in the new business context
2.3.6. Information to include in an extranet
2.3.7. Intranet/extranet example
3. BUSINESS-TO-BUSINESS E-COMMERCE (B2B)
3.1. The concept of B2B
3.1.1. Advantages
3.1.2. The keys to B2B
3.2. Types of B2B electronic markets
3.3. Types of activities traded in B2B e-commerce
3.4. Vertical and horizontal markets
3.5. The supply chain relationship in B2B
3.5.1. Definition
3.5.2. Supply Chain Management (SCM)
3.5.3. Benefits of the internet and B2B for the supply chain
3.6. E-marketplaces
3.6.1. Origin and definition
3.6.2. Concept
3.6.3. General characteristics
3.6.4. Advantages of joining an e-marketplace
3.6.5. Classification
3.6.6. Advantages of the e-marketplace
3.6.7. Private sell-side e-marketplaces (one to many)
3.6.8. Distributors and B2B e-commerce
3.6.9. Private buy-side e-marketplaces: e-procurement
3.6.10. Public e-marketplaces (many to many)
3.6.11. Success stories
4. BUSINESS-TO-CONSUMER E-COMMERCE
4.1. B2C (business to consumer) e-commerce
4.1.1. The online product marketing process
4.1.2. Size and growth of the B2C market
4.1.3. E-tailing models
4.2. Types of B2C points of sale
4.2.1. Online shops
- Characteristics
- Elements of an online shop
4.2.2. Online malls
- Definition
- Generalist or specialised?
- Global or regional?
- Virtual or click-and-mortar?
4.3. Infomediaries
4.3.1. Introduction
4.3.2. Types of infomediaries
4.3.3. Usefulness of infomediaries
4.3.4. Activities
4.3.5. Business models
4.3.6. Examples of infomediaries
4.3.7. Metamediaries
5. PAYMENT MECHANISMS AND SECURITY IN E-COMMERCE
5.1. General issues on internet payments
5.1.1. The digital certificate
5.1.2. The merchant account
5.1.3. Real-time credit card authorisation
5.2. Internet payment systems
5.2.1. Credit cards
5.2.2. Cheque payments
5.2.3. Mobile payments
5.2.4. Other payment methods
5.3. Security in e-commerce
5.3.1. General aspects
5.3.2. Denial-of-service attacks
5.3.3. Defending the website
- Lines of defence
- Firewalls
- Authentication and authorisation
- Password and user ID
- Confidentiality
- Monitoring and proactivity
- Examples
5.3.4. Credit card security
6. INTERNET MARKETING
6.1. Search engine optimisation
6.1.1. Definition
6.1.2. How do search engines work?
6.1.3. Keywords
- Characteristics
- Titles
- META description
- URL
6.1.4. HTML body structure
6.1.5. Some additional tips
6.2. Online advertising
6.2.1. Categories of online advertising
6.2.2. Banners
6.2.3. How is online advertising purchased?
6.2.4. Some concepts related to online advertising
6.2.5. Advantages of online advertising
6.3. Affiliate programmes
6.4. Email marketing
6.5. Offline strategies
6.6. Relationship Marketing 2.0
6.6.1. Relationship marketing as the core of sales
6.6.2. The end of offline vs online strategies: integrated marketing
6.6.3. Attracting and retaining customers online
6.4. The role of social media
6.4.1. The concept of mass media
6.4.2. Categories of social media
6.5. Social Media Optimisation (SMO)
6.5.1. The 12 rules of SMO
6.5.2. Blogs
- What are they for?
- Corporate blogs
6.5.3. Social networks
7. THE IMPORTANCE OF LOGISTICS IN E-COMMERCE
7.1. The logistics function in e-commerce: between the constraints of the internet and the demands of the market
7.1.1. Preliminary considerations
7.1.2. The small parcel dilemma
7.1.3. The logistics function in e-commerce
- Introduction
- Questions to ask
- Integrating administrative support
- Shipping
- Order fulfilment
7.1.4. Keeping the customer informed
7.1.5. Order fulfilment models
- Types of models
- The single-website ordering model
- The supplier model (drop-shipping)
- The same-day home delivery model
- The fulfilment service provider model
- The in-store fulfilment model
7.2. Technology solutions
7.2.1. Large enterprise websites
- Introduction
- E-commerce platform options
7.2.2. Medium and small websites
7.2.3. Inventory management software
8. LEGAL ASPECTS OF E-COMMERCE
8.1. Data protection
8.1.1. Introduction
8.1.2. Background
8.1.3. Royal Decree 1720/2007, of 21 December
- General aspects
- General scope of application
- When the regulation does not apply
- Circumstances for its application
- Files to which it does not apply
8.1.4. Basic concepts
8.1.5. Specially protected data
8.1.6. Data quality
- Obligations
- Consent to data processing and duty to inform
• Obtaining consent
• How to obtain the data subject's consent
• Exceptions
• Duty to inform the data subject
- Data processor
8.1.7. Rights of the data subject
- Introduction
- General conditions for exercising rights
- Procedure
- Exercising rights before the data processor
- Right of access
• Concept
• Cost, deadline and information
• Refusal of access
- Rights of rectification and erasure
• Requests and deadlines
• Refusal of the rights of rectification and erasure
- Right to object
• Concept
• Right to object to decisions based solely on automated data processing
- Special files
• Types of special files
• Credit and solvency information files
• Data retention
• Processing for advertising and commercial prospecting
- Exceptions to the rights of access, rectification and erasure
- Protection of rights
- Right to compensation
8.2. Spanish Information Society Services and E-commerce Act (LSSI)
8.2.1. Introduction
8.2.2. LSSI obligations
8.2.3. Infringements
8.2.4. Penalties
8.2.5. Interim measures
8.2.6. Coercive fines
8.2.7. Limitation periods
8.3. General Telecommunications Act
8.3.1. EU regulations
8.3.2. Introduction
8.3.3. Scope of application
8.3.4. Simplification of the market access regime
8.3.5. Periodic assessment of market competition
8.3.6. Interconnection and access
8.3.7. Public service obligations
8.3.8. Rights to occupy public and private property
8.3.9. General Telecommunications Act and Data Protection Act
- Basic rules
- Regulation
- Subscriber rights
8.4. Electronic contracting mechanisms
8.4.1. IT contracting
8.4.2. Parts of an IT contract
- Introduction
- The contracting parties
- Recitals
- Clauses or agreements
- Annexes
8.4.3. Types of IT contracts
- Introduction
- By subject matter
- By legal transaction
• Types of contracts
• Conclusions
9. OTHER INTERNET BUSINESS MODELS
9.1. General principles of mobile marketing
9.1.1. From 1G to 4G: the generations of mobile communications
9.1.2. How does a mobile phone network work?
9.1.3. Advantages of a wireless environment for e-marketing
9.1.4. Factors that help boost the development of m-marketing
9.2. M-marketing: main applications
9.2.1. Introduction
9.2.2. Mobile banking
9.2.3. Mobile payments
9.2.4. Wireless shopping
9.2.5. Targeted advertising
9.2.6. Mobile games or advergaming
9.2.7. Personalised services
9.2.8. Mobile applications for B2B
9.3. Location-based mobile marketing
9.3.1. Geolocation
9.3.2. Location-based advertising
9.3.3. Barriers to location-based solutions
9.3.4. RFID (Radio Frequency Identification) technology and supply chain control