The course replicates the creation of an e-commerce company taking the class through the major aspects of the value chain, understanding the relation of the different areas. The approach will be from the general manager s perspective, practical and entrepreneurial, providing the tools and knowledge to build a successful e-commerce operation either as a stand-alone operation or as part of a larger corporation. Approximately half of the course will focus on e-marketing and how it integrates with the other areas of the company.

General characterization





Responsible teacher

David Bernardo


Weekly - Available soon

Total - Available soon

Teaching language




Teaching method

The class will focus on introducing the framework and basic concepts of e-commerce and e-marketing and illustrate them with current cases and examples. Students will be asked to develop written solutions for exercises presented in class. Students will be provided with further resources in every topic to allow them to develop in depth if desired. When relevant, the course will have speakers from leading companies to share their experience with the class.

Class participation and active discussion is highly encouraged and rewarded. Final project will be an E-commerce sector study for future publication. This class is about continuous interaction between the students. The course is very intensive and homework will be highly practical with real life application and concentrated in two weeks.

Evaluation method

- 35%- Written exam (individual)
- 35%- Written assignments (group and individual)

There will be homework assigned in some classes. Homework is due the day before the class that topic is taught and aims at having students trying to address the issues before they get the solution. Homework is graded as follows (20 Went above what was required; 15 Did what was required; 10 Presented part of what was required; 5 minimum effort; 0 didn´t present the homework or what was required). Final paper will be done in groups and graded from 1 to 20. There is no individual revision of homework grading and correction is made in class.

- 30%- Class participation/contribution (individual)

Students are evaluated according their contribution to the class development. Classes are mandatory and the unjustified absence (major causes only) will reflect on the evaluation. Missing over two classes without a major force justification results in the failure of the course. Punctuality to class will be enforced.

Subject matter

- Introduction and basic concepts: key concepts and terminology, main business models, high level viability assessment, industry resources.
- Marketing and analytics: marketing framework, KPIs, SEM, SEO, content generation, e-mail marketing, social media, web analytics.
- Design: design principles, site optimization and navigability, social commerce.
- IT: IT elements, making a request for proposal, understanding IT people.
- Operations and logistics: payment methods, inventory, logistic models, reversed logistics.
- Customer service: key customer service variables.
- Legal aspects: customer rights, privacy policies copyright and intellectual property, domains, database legislation.


Programs where the course is taught: