Administracja Centralna Uczelni - Wymiana międzynarodowa (S2)
Sylabus przedmiotu E-commerce and online marketing technologies:
Informacje podstawowe
| Kierunek studiów | Wymiana międzynarodowa | ||
|---|---|---|---|
| Forma studiów | studia stacjonarne | Poziom | drugiego stopnia |
| Tytuł zawodowy absolwenta | |||
| Obszary studiów | — | ||
| Profil | |||
| Moduł | — | ||
| Przedmiot | E-commerce and online marketing technologies | ||
| Specjalność | przedmiot wspólny | ||
| Jednostka prowadząca | Katedra Inżynierii Systemów Informacyjnych | ||
| Nauczyciel odpowiedzialny | Wiesław Pietruszkiewicz <Wieslaw.Pietruszkiewicz@zut.edu.pl> | ||
| Inni nauczyciele | Jarosław Jankowski <Jaroslaw.Jankowski@zut.edu.pl> | ||
| ECTS (planowane) | 5,0 | ECTS (formy) | 5,0 |
| Forma zaliczenia | zaliczenie | Język | angielski |
| Blok obieralny | — | Grupa obieralna | — |
Formy dydaktyczne
Wymagania wstępne
| KOD | Wymaganie wstępne |
|---|---|
| W-1 | A basic understanding of internet technologies |
Cele przedmiotu
| KOD | Cel modułu/przedmiotu |
|---|---|
| C-1 | To deliver knowledge about area of e-commerce, and skills necessary to prepare & perform an e-commerce project |
| C-2 | To deliver knowledge about area of online marketing, and skills necessary to prepare & perform an online marketing project |
Treści programowe z podziałem na formy zajęć
| KOD | Treść programowa | Godziny |
|---|---|---|
| laboratoria | ||
| T-L-1 | Hosted webshops | 4 |
| T-L-2 | Preparation of an environment for a self-hosted webshop | 2 |
| T-L-3 | Development of a self-hosted webshop - configuration, themes, products, shipping, payments & order management | 8 |
| T-L-4 | Visual online marketing | 2 |
| T-L-5 | Web content - including content marketing | 2 |
| T-L-6 | Mailing & newsletters | 2 |
| T-L-7 | Search engines - SEO & SEM | 2 |
| T-L-8 | Social media - channels, presence & content | 4 |
| T-L-9 | Analytics of data in e-commerce and online marketing | 2 |
| T-L-10 | Business evaluation of digital commerce and marketing | 2 |
| 30 | ||
| wykłady | ||
| T-W-1 | Introduction to the commercial Internet | 2 |
| T-W-2 | E-commerce models | 2 |
| T-W-3 | Review of IT technologies used in e-commerce | 2 |
| T-W-4 | Webshops & trading platforms | 2 |
| T-W-5 | Payment gateways and other specialised systems | 2 |
| T-W-6 | System integration in e-commerce | 2 |
| T-W-7 | Basics of online marketing | 2 |
| T-W-8 | Online marketing strategies | 2 |
| T-W-9 | Search engines - optimisation and marketing | 2 |
| T-W-10 | Social media - characteristics & usages | 2 |
| T-W-11 | Social marketing strategies | 2 |
| T-W-12 | Social media software integration | 2 |
| T-W-13 | Content and behaviour analysis - including intelligent systems in e-commerce and online marketing | 4 |
| T-W-14 | Digital commerce and marketing from business perspective | 2 |
| 30 | ||
Obciążenie pracą studenta - formy aktywności
| KOD | Forma aktywności | Godziny |
|---|---|---|
| laboratoria | ||
| A-L-1 | Participation in laboratory classes | 30 |
| A-L-2 | Preparation for assessment | 5 |
| A-L-3 | Preparation of laboratory reports | 40 |
| 75 | ||
| wykłady | ||
| A-W-1 | Participation in lectures | 30 |
| A-W-2 | Consultations and examinations | 4 |
| A-W-3 | Preparation for the exam | 16 |
| 50 | ||
Metody nauczania / narzędzia dydaktyczne
| KOD | Metoda nauczania / narzędzie dydaktyczne |
|---|---|
| M-1 | Lectures with presentations, and review of case studies |
| M-2 | Laboratory-based practical exercises |
Sposoby oceny
| KOD | Sposób oceny |
|---|---|
| S-1 | Ocena formująca: Lectures - Written exam with knowledge-oriented choice questions, and skill-oriented open-ended questions |
| S-2 | Ocena formująca: Laboratory classes - Overall assessment based on reports and attendance |
Zamierzone efekty uczenia się - wiedza
| Zamierzone efekty uczenia się | Odniesienie do efektów kształcenia dla kierunku studiów | Odniesienie do efektów zdefiniowanych dla obszaru kształcenia | Cel przedmiotu | Treści programowe | Metody nauczania | Sposób oceny |
|---|---|---|---|---|---|---|
| WM-WI_1-_??_W01 Knowledge required to plan online marketing activities | — | — | C-2 | T-W-7, T-W-8, T-W-9, T-W-10, T-W-12, T-W-11 | M-1 | S-1 |
| WM-WI_1-_null_W01 Knowledge required to plan e-commerce activities | — | — | C-1 | T-W-1, T-W-3, T-W-5, T-W-4, T-W-2, T-W-6, T-W-13, T-W-14 | M-1 | S-1 |
Zamierzone efekty uczenia się - umiejętności
| Zamierzone efekty uczenia się | Odniesienie do efektów kształcenia dla kierunku studiów | Odniesienie do efektów zdefiniowanych dla obszaru kształcenia | Cel przedmiotu | Treści programowe | Metody nauczania | Sposób oceny |
|---|---|---|---|---|---|---|
| WM-WI_1-_??_U01 Skills required to conduct an online marketing project | — | — | C-2 | T-L-4, T-L-6, T-L-8, T-L-5, T-L-7, T-L-9, T-L-10 | M-2 | S-2 |
| WM-WI_1-_null_U01 Skills required to conduct an e-commerce project | — | — | C-1 | T-L-1, T-L-2, T-L-3, T-L-9, T-L-10 | M-2 | S-2 |
Kryterium oceny - wiedza
| Efekt uczenia się | Ocena | Kryterium oceny |
|---|---|---|
| WM-WI_1-_??_W01 Knowledge required to plan online marketing activities | 2,0 | Insufficient for 3.0 |
| 3,0 | Has a basic understanding of online marketing activities | |
| 3,5 | As required for 3.0, and understands online marketing channels | |
| 4,0 | As required for 3.5, and knows tools & techniques used in online marketing | |
| 4,5 | As required for 4.0, and knows advanced tools & techniques used in online marketing | |
| 5,0 | As required for 4.5, and knows factors important in planning of online marketing activities | |
| WM-WI_1-_null_W01 Knowledge required to plan e-commerce activities | 2,0 | Insufficient for 3.0 |
| 3,0 | Has a basic understanding of e-commerce activities | |
| 3,5 | As required for 3.0, and understands e-commerce models | |
| 4,0 | As required for 3.5, and knows e-commerce technological solutions | |
| 4,5 | As required for 4.0, and knows advanced e-commerce technological solutions | |
| 5,0 | As required for 4.5, and knows factors important in planning of e-commerce activities |
Kryterium oceny - umiejętności
| Efekt uczenia się | Ocena | Kryterium oceny |
|---|---|---|
| WM-WI_1-_??_U01 Skills required to conduct an online marketing project | 2,0 | Insufficient for 3.0 |
| 3,0 | Can conduct online marketing activities in a very limited range | |
| 3,5 | As required for 3.0, and can select and apply online marketing channel | |
| 4,0 | As required for 3.5, and can propose appropriate online marketing tools & techniques | |
| 4,5 | As required for 4.0, and apply appropriate online marketing tools & techniques | |
| 5,0 | As required for 4.5, and apply appropriate advanced online marketing tools & techniques | |
| WM-WI_1-_null_U01 Skills required to conduct an e-commerce project | 2,0 | Insufficient for 3.0 |
| 3,0 | Can conduct e-commerce activities in a very limited range | |
| 3,5 | As required for 3.0, and can select and apply e-commerce model | |
| 4,0 | As required for 3.5, and can propose appropriate e-commerce technological solutions | |
| 4,5 | As required for 4.0, and can apply appropriate e-commerce technological solutions | |
| 5,0 | As required for 4.5, and can apply appropriate advanced e-commerce technological solutions |
Literatura podstawowa
- Kenneth C. Laudon, Carol Guercio Traver, E-Commerce, Pearson, NY, 2017
- Rob Stokes, eMarketing: The essential guide to marketing in a digital world, QUIRK, London, 2014
Literatura dodatkowa
- Nancy R. Lee, Philip Kotler, Social Marketing: Behavior Change for Social Good, SAGE, 2020
- Dave Chaffey, PR Smith, Emarketing Excellence: Planning and Optimizing your Digital Marketing, Routledge, London, 2013