Electronic Commerce


1. Know the main concepts related to Web Marketing and e-­Commerce (EC)
2. Understand the content and framework of EC
3. Know some EC business models
4. Understand e­marketplaces and list their components
5. Understand the major types of auctions and list their characteristics
6. Know the electronic retailing (e-­tailing) and its characteristics
7. Understand the primary e­tailing business models
8. Identify the factors that influence consumer behaviour online
9. Know the objectives of Web advertising and its characteristics
10. Know the characteristics of the buy-­side marketplace and e­procurement
11. Understand how reverse auctions work in B2B
12. Understand the concept, structure, types, and issues of virtual communities
13. Understand the commercial aspects of social networking
14. Initiate scientific research related to Web Marketing and EC

General characterization





Responsible teacher

Available soon


Weekly - 3 letivas + 1 tutorial

Total - Available soon

Teaching language




Martins, C, Oliveira, T. & Popovič, A. (2014) ­ Understanding the Internet banking adoption: An unified theory of acceptance and use of technology and perceived risk application, International Journal of Information Management, 34(1), 1­13.

Oliveira, T. & Dhillon, G. (2015) ­ From Adoption to Routinization of B2B e­Commerce: Understanding Patterns across Europe, Journal of Global
Information Management, 23(1), 24­43.

Oliveira, T. and M. F. Martins (2010) ­ \"Understanding e­business adoption across industries in European countries,\" Industrial Management & Data
System (110) 9, pp. 1337­1354.

Turban, E., D. King, J. Lee, T.­P. Liang et al. (2012) ­ Electronic Commerce 2010: A Managerial Perspective. Boston: Prentice Hall.

Zhu, K. and K. L. Kraemer (2005) ­\"Post­adoption variations in usage and value of e­business by organizations: Cross­country evidence from the retail industry,\" Information Systems Research (16) 1, pp. 61­84.

Teaching method

The curricular unit is based on theoretical lectures and seminar sessions. The theoretical lectures include presentation of concepts and methodologies and discussion. The seminar sessions are geared towards the presentation of topics by the students followed by discussion.

Evaluation method

1st Period- three presentations of EC application cases per group (40%), one presentation per group of a scientific paper (20%), and test (40%).2nd Period- three presentations of EC application cases per group (40%), one presentation per group of a scientific paper (20%), and a test (40%). EC application cases – In each chapter cases highlight real-world problems encountered by organizations as they develop and implement EC. Some questions are suggested to help the students going in the right direction. Each group will make three presentations (15 min each).Scientific paper – We provide a set of scientific papers and each group of students chooses one paper to analyze and make a presentation (15 min)-

Subject matter

The curricular unit is organized in six Learning Units (LU):
LU1. Overview of electronic commerce
LU2. E­marketplaces:mechanisms overview of electronic commerce
LU3. Retailing in electronic commerce:products and services
LU4. Consumer behaviour, Internet marketing, and advertising
LU5. Business­to­business (B2B) e­commerce
LU6. The Web 2.0 environment and social networks


Programs where the course is taught: