E-commerce

The course Electronic Business explores how companies leverage the Internet and digital technologies to develop, operate, and expand their activities. Students study e-commerce business models (B2C, B2B), the principles of digital marketing, technological infrastructures, and payment systems. Special emphasis is placed on analyzing consumer behavior, the use of data and AI, as well as emerging trends (social commerce, omnichannel, metaverse). The course combines theoretical concepts with practical applications and real-world case analysis.

Upon successful completion of the course, students will be able to:

• Understand the basic principles and business models of e-business

• Distinguish the categories of e-business (B2C, B2B, C2C, G2C)

• Identify the main technological and business infrastructures of e-business

• Analyze and design e-commerce strategies

• Evaluate different e-commerce platforms and their features

• Design and implement strategies to increase sales and customer loyalty

• Apply modern digital marketing techniques

• Develop SEO, content, and social media marketing strategies

• Use tools such as Google Ads, Facebook Ads, and email marketing to reach customers

• Analyze and optimize advertising campaigns using analytics

• Understand B2B e-business operations and related technologies

• Analyze customer relationship management (CRM) and SaaS solutions for enterprises

• Understand the importance of e-procurement and supply chain management systems

• Leverage data and cutting-edge technologies for e-business development

• Recognize the role of Big Data, AI, and blockchain in e-commerce

• Apply automation and data analysis tools in business decision-making

• Evaluate legal, ethical, and social issues of digital business

• Understand challenges related to privacy (GDPR, data protection)

• Analyze issues of transaction security and consumer protection

• Design and present a complete e-business project

• Develop an online store using digital development and management tools

• Create a business plan for an online store or e-business service

• Integrate knowledge from different areas of the course to propose sustainable solutions

Week 1: Basic Concepts & Historical Evolution

• Definition & categories of e-business

• From Web 1.0 to Web 3.0

• Internet business models (B2C, B2B, C2C, C2B, G2C)

• Legal and ethical issues

Week 2: Infrastructures and Technologies

• Internet platforms and e-business architecture

• Electronic payment systems

• Transaction security and data protection

• Blockchain & cryptocurrencies in e-business

Week 3: Digital Stores & E-Commerce Platforms

• E-shops vs marketplaces (e.g., Shopify, WooCommerce, Amazon, eBay)

• E-store design & UX/UI

• Customer journey & online consumer behavior

Week 4: E-Commerce Strategies & Data Analysis

• Conversion rate optimization (CRO)

• Content personalization & recommendation engines

• Big Data and AI in e-commerce

• Chatbots & customer service automation

Week 5: Digital Payments and Logistics

• Online payments (e.g., PayPal, Stripe, Apple Pay)

• Order management and logistics

• E-store warehouse management

• Dropshipping & fulfillment centers

Week 6: Digital Marketing & SEO

• Fundamentals of digital marketing

• SEO & Content Marketing

• Google Ads & PPC strategies

• Email marketing & marketing automation

Week 7: Social Media Marketing & Influencer Economy

• Advertising on Facebook, Instagram, TikTok, LinkedIn

• Social commerce (Facebook Shops, Instagram Shopping, Pinterest)

• Micro-influencers & brand collaborations

• Performance metrics and analytics

Week 8: Data-Driven Marketing & AI

• Use of AI in marketing

• Customer segmentation & predictive analytics

• Retargeting & personalization strategies

• GDPR and privacy issues

Week 9: B2B E-Commerce & Digital Transformation

• Platforms & marketplaces for B2B (Alibaba, ThomasNet)

• CRM & ERP systems

• E-Procurement & electronic sourcing

• Collaborative platforms and SaaS models

Week 10: Omnichannel & Phygital Experience

• Synchronization of online and offline channels

• Click & Collect, AR/VR in retail

• Case studies from major companies

Week 11: Emerging Trends in E-Business

• The future of e-commerce (Web3, Metaverse, NFTs)

• Ethical issues of AI and automation

• Circular economy & sustainable e-business models

Week 12: Case Studies & Best Practices

• Successful and failed e-business examples

• Startups in e-business

Week 13: Group Project Presentations and Conclusions

Turban E., Whiteside J., King D., Outland J. (2024) Ηλεκτρονικό Εμπόριο με Έμφαση στα Κοινωνικά Δίκτυα”, Εκδόσεις Broken Hill Publishers Ltd, ISBN: 9789925576821

Chaffey, D., Hemphill, T., Edmunson-Bird, D. (2022) ΨΗΦΙΑΚΕΣ ΕΠΙΧΕΙΡΗΣΕΙΣ ΚΑΙ ΗΛΕΚΤΡΟΝΙΚΟ ΕΜΠΟΡΙΟ: ΣΤΡΑΤΗΓΙΚΗ ΚΑΙ ΥΛΟΠΟΙΗΣΗ, Εκδόσεις Κλειδάριθμος, ISBN: 9789606453441

Combination of lectures and lab sessions (theoretical and practical)

• Use of e-store development software

• Learning process supported through the e-class platform

Combination of written examinations and submission/presentation of a lab project