| Course Unit Code | 460-2074/01 |
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| Number of ECTS Credits Allocated | 4 ECTS credits |
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| Type of Course Unit * | Optional |
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| Level of Course Unit * | First Cycle |
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| Year of Study * | Third Year |
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| Semester when the Course Unit is delivered | Winter Semester |
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| Mode of Delivery | Face-to-face |
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| Language of Instruction | Czech |
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| Prerequisites and Co-Requisites | Course succeeds to compulsory courses of previous semester |
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| Name of Lecturer(s) | Personal ID | Name |
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| FAS01 | Ing. Radoslav Fasuga, Ph.D. |
| Summary |
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| This course is an introduction to the issues of electronic commerce. The content of the course is a description of electronic commerce focused on technical solutions with regard to the business plan, SWOT analysis, monitoring of SEO and UX statistics, internet marketing, social networking, emailing, affiliate, personal data protection, GDPR, online payment methods and more. and related legal and legislative issues related to the technical implementation of the project. |
| Learning Outcomes of the Course Unit |
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The aim of this course is to acquaint students with the principles of electronic commerce. The course is focused on the technical implementation of commercial portals, e-shops, content management systems, etc. The student will gain knowledge of basic concepts and directions of trading, internet marketing, SWOT analysis and design and configuration of marketing strategy in the internet environment.
Part of the course is a description of the practical implementation and an overview of the technologies used for the development and management of projects, electronic payment channels and banking. Furthermore, the issues of related legislation, principles of creating business conditions, personal data protection (ÚOOU, GDPR), etc. are discussed.
After completing the course, the student will be able to construct an analysis of a business plan, based on which it will analyze and implement an online commercial solution using existing technologies or using its own implementation. The student will be able to design traffic analysis, SEO optimization, including UX and related marketing and advertising campaign settings, and will be able to evaluate their success with respect to the required conversion goals. |
| Course Contents |
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Contents of lectures:
• Basic directions of business on the Internet, modern directions of business, explanation of basic concepts (B2B, B2C, B2G, etc.)
• Specification of the business plan, and its yoke influence on the choice of suitable technologies for its implementation (e-shops, content management systems, etc.)
• SWOT analysis, within the business on the Internet and the suitability of the technologies used.
• Monitoring statistics of web applications, basic indicators for SEO optimization, testing the quality of website processing with respect to the business plan
• Image and corporate identity with respect to the UI, with the possibility of adding a corporate identity
• Implementation of SEO and UX in terms of internet marketing and required conversions
• Internet marketing, statistics of traffic and effectiveness of advertising campaigns, monitoring their success and occupancy
• Social networks from the point of view of marketing, monitoring users, logging in using a Facebook account, creating and managing audiences
• Emailing, how to implement campaigns via email / SMS and related legislation
• Affiliate how affiliate programs work, what they are, the model of commission systems
• Privacy Policy GDPR, ePrivacy, Cokkies, Trademarks
• 2FA, OAuth security, transaction verification and electronic banking users
• Electronic payment channels, receipt of electronic payments, credit cards, bank transfers, electronic banking and its connection to accounting applications, interbank relations, foreign payments, focus on online payments, PayPal, Google Pay, Apple Pay
• Business and legislation in terms of software development contract for work as a SW developer, business conditions for the e-shop, and related legislation for operators and developers of the e-shop, complaint procedure, etc.
Exercises are based on the main topics of the subject in the computer room: trying out the various principles and technologies. Set up an eshop, set up analytics, design a person, create a newsletter, etc.
Exercise content:
The aim of the exercise is to demonstrate on practical examples the issues presented in lectures, the student will try the various principles and technologies, setting up an e-shop, setting up google analytics, design a staff, create a newsletter, etc. compile a brief business plan from the perspective of a programmer, marketing analyst customer, investor.
The student's activity in the exercises is directed to his own creative work, initiative, discussion, critical view of the topic. The student should be able to defend their own solutions, critically and constructively contribute to solving the problems of other students.
Exercise schedule:
• Introduction to e-business
• Definition of business plan, determination of product price, service, profitability, cost estimation
• testing individual principles and technologies for the establishment of an e-shop, content management system, development of your own solution
• Setting up and working with Google Analytics
• Visual presentation of a product or service with regard to the creation of content for Internet marketing
• Payment channels, their implementation and use
• Presentation of achieved results
• Team work, organization of teamwork, division of tasks, planning |
| Recommended or Required Reading |
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| Required Reading: |
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12 edition (February 26, 2016), ISBN 978-1305867819
• Laudon, K. C., Guercio Traver, C., E-commerce 2020-2021,Business, Technology and Society 16Th Edition Global Edition, Pearson (January 1, 2020), ISBN 978-1292343167
• Informační systémy a elektronické podnikání, Jan Pour a kolektiv, Skripta VŠE, ISBN 80-245-0227-5(259820)
• E-komerce – internetový a mobilní marketing od A do Z, Jiří Sedláček, nakladatelství BEN, ISBN 80-7300-195-0 (číslo u nás v knihovně 264059 regál 65)
• Základy podnikání, Jitka Srpová, Václav Řehoř a kolektiv, nakladatelství Grada, ISBN 978-80-247-3339-5
|
12 edition (February 26, 2016), ISBN 978-1305867819
• Laudon, K. C., Guercio Traver, C., E-commerce 2020-2021,Business, Technology and Society 16Th Edition Global Edition, Pearson (January 1, 2020), ISBN 978-1292343167
• Informační systémy a elektronické podnikání, Jan Pour a kolektiv, Skripta VŠE, ISBN 80-245-0227-5(259820)
• E-komerce – internetový a mobilní marketing od A do Z, Jiří Sedláček, nakladatelství BEN, ISBN 80-7300-195-0 (číslo u nás v knihovně 264059 regál 65)
• Základy podnikání, Jitka Srpová, Václav Řehoř a kolektiv, nakladatelství Grada, ISBN 978-80-247-3339-5
|
| Recommended Reading: |
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• Osterwalder, Y. Pigneur, Tvorba Business modelů, cPress 2012, ISBN 978-80-265-0025-4
• Osterwalder, Y. Pigneur, G. Bernarda, A. Smith, Vydělávejte svými nápady, cPress 2015, ISBN 978-80-265-0452-8
• Larsson T., Ecommerce Evolved: The Essential Playbook To Build, Grow & Scale A Successful Ecommerce Business, CreateSpace Independent Publishing Platform; 1 edition (October 3, 2016), ISBN 978-1534619340
• DONÁT, J. E-business pro manažery Praha Grada 2000 80-247-9001-7
• Elektronické podnikání, Jan Chromý, Vysoká škola hotelová Praha, ISBN 978-80-86578-96-5
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• Osterwalder, Y. Pigneur, Tvorba Business modelů, cPress 2012, ISBN 978-80-265-0025-4
• Osterwalder, Y. Pigneur, G. Bernarda, A. Smith, Vydělávejte svými nápady, cPress 2015, ISBN 978-80-265-0452-8
• Larsson T., Ecommerce Evolved: The Essential Playbook To Build, Grow & Scale A Successful Ecommerce Business, CreateSpace Independent Publishing Platform; 1 edition (October 3, 2016), ISBN 978-1534619340
• DONÁT, J. E-business pro manažery Praha Grada 2000 80-247-9001-7
• Elektronické podnikání, Jan Chromý, Vysoká škola hotelová Praha, ISBN 978-80-86578-96-5
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| Planned learning activities and teaching methods |
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| Lectures, Individual consultations, Tutorials, Project work, Other activities |
| Assesment methods and criteria |
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| Task Title | Task Type | Maximum Number of Points
(Act. for Subtasks) | Minimum Number of Points for Task Passing |
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| Credit and Examination | Credit and Examination | 100 (100) | 51 |
| Credit | Credit | 45 (45) | 20 |
| Electronic commerce project analysis | Semestral project | 20 | 10 |
| 42/5000 Implementation of an e-commerce project | Semestral project | 20 | 10 |
| Activity and paper presentation | Other task type | 5 | 0 |
| Examination | Examination | 55 (55) | 30 |
| Exam | Written examination | 55 | 30 |