Web Marketing and E-Commerce


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

  • Critically discuss the key notions and concepts related to EC and Marketing;
  • Initiate scientific research related to EC and Marketing;
  • Know the basic concepts and different types of CMS (content management system) and be able to successfully launch an e-commerce website in wordpress.

General characterization





Responsible teacher

Tiago André Gonçalves Félix de Oliveira


Weekly - Available soon

Total - Available soon

Teaching language

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




Oliveira, T., Alhinho, M., Rita, P., & Dhillon, G. (2017). Modelling and testing consumer trust dimensions in e-commerce. Computers in Human Behavior, 71, 153-164.

Oliveira, T., Araujo, B., & Tam, C. (2020). Why do people share their travel experiences on social media?. Tourism Management, 78, 104041.

Tam, C., Loureiro, A., & Oliveira, T. (2019). The individual performance outcome behind e-commerce. Internet Research.

Turban, E., J. Strauss, L. Lai (2016) Social Commerce: Marketing, Technology and Management. Springer Texts in Business and Economics.

Turban, E., Outland, J., King, D., Lee, J. K., Liang, T. P., & Turban, D. C. (2017). Electronic commerce 2018: a managerial and social networks perspective. Springer.



Teaching method


Theoretical and practical classes-

Evaluation method

Lectures, supplemented by practical applications, case studies and simulations. Four working groups provide a practical application of the concepts and techniques studied in the course.



1st  Period - Participation in the class and presence (5%), three presentations of EC application cases per group (40%), one presentation per group of a scientific paper (20%), and exam (35%).

2nd Period - three presentations of EC application cases per group (40%), one presentation per group of a scientific paper (20%), and exam (40%).


EC application cases - In-chapter cases highlight real-world problems encountered by organizations as they develop and implement EC.  Questions follow each case to help direct students¿ attention to the implications of the case material. Each group (3 or 4 people) have 15 minutes per presentation. The group chooses three cases from the EC application cases table.


Scientific paper - We provide a set of scientific papers and each group of students chooses one paper to analyze and make a presentation (15 minutes). The aim of this work is to develop research skills to prepare students to start research.

Subject matter

The curricular unit is organized in nine Learning Units (LU):

LU1. Overview of electronic commerce;

LU2. E-commerce: applications, mechanisms, platforms and tools;

LU3. Retailing in electronic commerce: products and services;

LU4. Business-to-business (B2B) e-commerce;

LU5. Mobile e-commerce;

LU6. The Web 2.0 environment and social networks;

LU7. Consumer behaviour, Internet marketing, and advertising;

LU8. Innovative electronic commerce systems and launching a successful online business;

LU9. Content management systems.


Programs where the course is taught: