Web Marketing and E-Commerce


The curricular unit of Web Marketing and Electronic Commerce allows students to critically discuss the key notions and concepts related to Electronic Commerce and Marketing. In this course, the students will develop a web marketing and e-commerce project, based on the topics of the course. 

At the end of the course students should be able to:

  • Critically discuss the key notions and concepts related to Electronic Commerce and Marketing;
  • Initiate scientific research related to Electronic Commerce and Marketing.

General characterization





Responsible teacher


Weekly - Available soon

Total - Available soon

Teaching language

Portuguese. If there are Erasmus students, classes will be taught in English


There are no enrolment requirements.



  • Turban, Efraim; King, David; Lee, Jae; Liang, Ting-Peng; Turban, Deborrah (2010). Electronic Commerce 2010 : a managerial perspective. 6th ed. Boston: Pearson, 2010. 779 p. ISBN 978-0-13-703465-9. ISBN 0-13-703465-2. 
  • Rita, Paulo; Oliveira, Cristina (2006). O marketing no negócio electrónico. Porto: Sociedade Portuguesa de Inovação, 2006. 135 p. ISBN 972-8589-65-4. 
  • Philip Kotler, Hermawan Kartajaya, Iwan Setiawan (2017). Marketing 4.0: moving from traditional to digital. Hoboken: John Wiley & Sons, 2017. 184 p. ISBN/ISSN: ISBN 9781119341208.



  • Cruz-Jesus, F., Bação, F. J. F. L., & Oliveira, T. A. G. F. D. (2012). Digital divide across the European Union. Information & Management, 49(6), 278-291. DOI: 10.1016/j.im.2012.09.003
  • Cuervo, M. R. V. and A. J. L. Menendez (2006) A multivariate framework for the analysis of the digital divide: Evidence for the European Union-15. Information & Management (43) 6, pp. 756-766. Acesso:https://doi.org/10.1016/j.im.2006.05.001
  • Cruz-Jesus, F., Vicente, M.R., Bacao, F. and Oliveira, T., (2016). The education-related digital divide: An analysis for the EU-28. Computers in Human Behavior, 56, 72-82. Acesso: https://doi.org/10.1016/j.chb.2015.11.027
  • Oliveira, T. & Dhillon, G. (2015). From Adoption to Routinization of B2B e-Commerce: Understanding Patterns across Europe, Journal of Global Information Management, 23(1), 24-43.
  • Oliveira, T., Thomas, M., Baptista, G. and Campos, F., 2016. Mobile payment: Understanding the determinants of customer adoption and intention to recommend the technology. Computers in Human Behavior, 61, pp.404-414.Acesso: https://doi.org/10.1016/j.chb.2016.03.030
  • Tiago Oliveira, Maria F. Martins, (2010). Understanding e?business adoption across industries in European countries. Industrial Management & Data Systems, 110,  9, 1337-1354. Acesso: https://doi.org/10.1108/02635571011087428
  • Torkzadeh, G. and G. Dhillon (2002). Measuring factors that influence the success of Internet commerce. Information Systems Research, (13) 2, pp. 187-204. Acesso: https://ideas.repec.org/a/inm/orisre/v13y2002i2p187-204.html


Teaching method

Aulas interativas, workshops, estudos de caso e aprendizagem por projetos.

Evaluation method

1st and 2nd calls

  • Consulting Project on Web Marketing and E-Commerce (50%)
  • Web Marketing and E-Commerce Special Projects (20%)
  • Final Exam (30%)

Minimum grade of 5.0 (in 20) for the exam

Minimum grade of 8.0 (in 20) for the projects

Subject matter

  • Overview of E-Commerce
  • The Future of Shopping
  • Digital Trends and Innovative eCommerce
  • Digital Consumers
  • E-Business Models
  • E-marketplaces and E-tailing
  • Mobile Commerce
  • Social Commerce    
  • Online Communication