MKT6374 - eCommerce Strategy, Marketing, and Operations

MKT 6374 eCommerce Strategy, Marketing, and Operations (3 semester credit hours) This course will provide students with both strategic and hands on experience in eCommerce. Students will be taught basic elements and best practices of eCommerce platforms, design, funnels, competing against larger corporate websites, effective benchmarking, and integration with CRM and web analytics. Concepts such as online merchandising, pricing, content management, image types and formats, and optimization techniques including split A/B page tests will be introduced. Hands on experience will be acquired by working in teams to create two fully transactional eCommerce websites using two major platforms: WordPress and one of the popular shopping carts such as Shopify. Students will also be taught about web hosting, Domain purchase and transfer, SSLs, setting up email, online forms, and using SEO plugins on a website. No programming knowledge or experience is needed. (3-0) Y