E-commerce Marketing

This course introduces students to the key concepts, strategies, and tools used in modern e-commerce marketing. It explores how businesses attract, convert, and retain customers in a digital environment, and how data-driven decision-making supports sustainable online growth.

Students will learn how the digital marketplace operates, how consumer behavior changes online, and how companies use technology, content, and analytics to optimize their performance. Through real examples and practical frameworks, the course helps students understand how to design effective online marketing strategies and evaluate their impact.

By the end of this course, students will be able to:

• Understand the evolution of e-commerce and the main online business models (B2C, B2B, C2C, D2C).

• Analyze the digital customer journey and identify key touchpoints influencing online decisions.

• Apply key concepts of online consumer psychology, trust, and social proof in digital marketing.

• Understand the fundamentals of search engine optimization (SEO), search intent, and content strategy.

• Evaluate the main performance indicators (KPIs) in e-commerce, such as conversion rate, CAC, LTV, AOV, and bounce rate.

• Interpret data from online interactions to support marketing and business decisions.