Guía Docente 2020-21


Id.: 30599
Subject type: OPTATIVA
Year: 4 Teaching period: Primer Cuatrimestre
Credits: 6 Total hours: 150
Classroom activities: 68 Individual study: 82
Main teaching language: Inglés Secondary teaching language: Castellano
Lecturer: Email:


The subject is aimed at providing a practical understanding of the basic concepts of The Internet, Online Services, Electronic Commerce and a basic knowledge of the main technological elements that allow the development of online business. The course will introduce the student to the basic steps involved in the identification, design and promotion of e-commerce.

Students will learn about different types of e-commerce and its development, implentation and evolution, the essential requirements to start an e-commerce service, the different possible solutions and the factors that will determine how customers will percive the service.



General programme competences G07 Ability to work in an international context and innovate and adopt new approaches used in other national contexts.
G08 Oral and written communication in Spanish.
G10 Ability to apply the acquired knowledge, adapting it to the needs and special features of each situation and person.
G11 Ability to come up with new ideas (creativity).
G16 Ability to assimilate concepts of a social and humanistic nature into a comprehensive university education to enable the development of ethical values such as solidarity, multiculturalism, equality, commitment, respect, diversity, integrity, etc.
Specific programme competences E02 Know and understand the local, national and international socio-economic context in which the companies operate and be able to interpret its impact on them.
E04 Ability to identify related variables and understand their impact on business organisations.
E11 Learn the techniques and methods of quantitative nature applicable to the diagnosis, analysis and business exploration (mathematics, statistics and econometrics) being able to use the most appropriate tool in each situation.
E13 Know the decision making processes in terms of policy and business strategy.
E14 Understand the principles of business ethics and be able to design scenarios in which these principles can be put into business practice.
E15 Propose, plan and lead business innovation projects that ensure the competitiveness of the company.
Learning outcomes R01 Adequately manage the e-commerce company and its presence in social networks
R02 Develop a strategy for creating a web and SEO
R03 Analyse best marketing strategies relating to electronic commerce and the contact companies have with their consumers
R04 Understand the importance of information and communications technology in business management
R05 Use the Internet as a new channel of getting information and as new distribution and marketing channel.


Basic knowledge on strategic management and marketing, basic knowledge about ICTs.



Subject contents:

1 - Introduction
    1.1 - Introduction to E-commerce: Meaning and Evolution
    1.2 - E-Commerce: Entrepreneurship, SMEs and Big Companies: Examples and Differences.
2 - Technology Infrastructure for E-Commerce
    2.1 - E-Commerce: Technical Infrastructure: the Internet, Servers, Mobile Platforms, Websites and "Internet of Things".
    2.2 - E-Commerce: Legal Infrastructure: Applicable court, Applicable law, arbitration, customer problems, terms and conditions.
3 - Business Concepts and Social Issues
    3.1 - E-Commerce Tools: Positioning and web presence, web advertising, analytics, influencers and social media.
    3.2 - E-Commerce Channels: PC and Mobile apps. New Channels and Trends
4 - Safety, Payment Methods and Last Trends in E-Commerce
    4.1 - Security and Payment Methods: Electronic payment, Data Protection & Management, Malware
    4.2 - E-Commerce and casuistry. The crisis of the retail sector, Ali-Baba case & Tao Bao case: The Asian Influence in e-commerce.

Subject planning could be modified due unforeseen circumstances (group performance, availability of resources, changes to academic calendar etc.) and should not, therefore, be considered to be definitive.


Teaching and learning methodologies and activities applied:

1. Current Reading and Class Activities
Students must proceed to the weekly study of the subject, having to prepare the concepts that are explained, especially in situations with a "flip classroom" will be demonstrated. 
2. Case studies 
These cases are written summaries or syntheses of real-life cases, based upon data and research. They require students working in groups to isolate and think through the key issues involved against both theory and the larger comparative environment. The scope is to identify appropriate strategies for the resolution of the 'case', weigh the pros and cons of the remedial options/ strategies and recommend and present a rationale for the best resolution.
3. Group Work
The group work will be developed during the subject, testing the knowledge and leadership skills of the students. 



Student work load:

Teaching mode Teaching methods Estimated hours
Classroom activities
Master classes 29
Other theory activities 6
Practical exercises 10
Debates 4
Coursework presentations 10
Films, videos, documentaries etc. 3
Tutorials 6
Individual study
Individual study 25
Individual coursework preparation 8
Group cousework preparation 16
Project work 12
Research work 10
Compulsory reading 10
Recommended reading 1
Total hours: 150


Calculation of final mark:

Group coursework: 65 %
Final exam: 35 %
TOTAL 100 %

*Las observaciones específicas sobre el sistema de evaluación serán comunicadas por escrito a los alumnos al inicio de la materia.


Basic bibliography:

?LAUDON, Kenneth; TRAVER, Carol. E-commerce. Business. Technology. Society. 10/ E. New York: Prentice Hall, 2014.

Recommended bibliography:

CHAFFEY, Dave, Digital Business and E-Commerce Management. Essex, FT Prentice Hall, 2014
GRALLA, Preston. How the Internet works (8th edition). Que Publishing, 2006.

Recommended websites:

Design, Creativity and Innovation on the Internet
Harvard Business Review
Information management
Journal of Management Information Systems
Libro blanco del comercio electronico
Research on CRM
The Huffington Post
Word of Mouth Marketing Association

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