E-Commerce & Social Media Marketing

Universidad de Salamanca

Course Description

  • Course Name

    E-Commerce & Social Media Marketing

  • Host University

    Universidad de Salamanca

  • Location

    Salamanca, Spain

  • Area of Study


  • Language Level

    Taught In English

  • Prerequisites

    Available to TRACK A students ONLY.

    Hours & Credits

  • Contact Hours

  • Recommended U.S. Semester Credits
  • Recommended U.S. Quarter Units
  • Overview

    Electronic Commerce


    This course is addressed to the students who want to know the characteristics of electronic commerce and its impact on business performance. Companies today have the challenge to adapt their business models to meet the new customer requirements. The development of the internet and the new information technologies opens a world of possibilities form companies to satisfy their customers' needs more effectively. Fundamentals of electronic commerce are studied in this 45 hour course. Students will learn from the basics of theory but mainly from a wide range of case studies, work projects, illustrative example and computer imulations that will illustrate the current development of the electronic commerce.


    The main objective of this course is to provide a broad overview of the dynamics of electronic commerce. The emphasis is on practical learning with case studies, class and gropu discussions, hands of written projects or oral presentations among others.
    Specific objectives are:
    - Knowing and understanding the fundamentals of electronic commerce business
    - Knowing and understanding the evolution of the electronic business and its economical, professional and social consequences
    - Knowing and analyzing the different electronic business models
    - Understanding the organizational change that implies an electronic business model


    1. Introduction
    2. Electronic business models management
    - Electronic business models
    - Electronic business management
    3. Online consumer behavior
    4. E-commerce technology
    - E-commerce technology systems
    - Payment methods and security on payment transactions
    5. E-commerce strategy formulation
    - Customer and supplier online management
    - Internet marketing strategies and performance measures
    6. Online market research
    - Information systems related to electronic commerce in the organizations. Online market research.
    7. E-commerce marketing program formulation
    8. New elements of electronic commerce: Social networks and viral marketing
    - Social networking and its impact on firm performance
    - Viral marketing. How to make your advertising campaign become global.


    ALONSO; M (2008). El Plan de Marketing Digital, Prentice Hall
    BURGOS, D.; DE-LEON, L.; (2001). Comercio Electrónico, Publicidad y Marketing en Internet. McGraw Hill.
    CRUZ, A.; (2009). Marketing Electrónico para PYMES, cómo vender, promocionar y posicionarse en internet. RA-MA Editorial.
    JEFFREY RAYPORT, BERNARD JAWORSKI, (2003). Introduction to e-Commerce, McGraw Hill.
    LAUDON, K.C Y CAROL GUERCIO (2009). E-commerce. Business, technology, society. 8ED, Editorial Pearson
    LIBEROS, EDUARDO; GARCÍA DEL POYO, RAFAEL; GIL RABADÁN, JUAN; MERINO, JUAN ANTONIO; SOMALO, IGNACIO. (2010). El libro del Comercio Electrónico. Marketing, ESIC, 2 Edición.
    RODRÍGUEZ ARDURA, INMA. (2008). Marketing.com y comercio electrónico en la sociedad de la información. Ediciones PIRÁMIDE, 3 Edición.
    TURBAN, EFRAIM y KING, DAVID. (2012) Electronic commerce 2012: Global Edition., Pearson Education
    VERTE (2012). El e-book fundamentos de comercio electrónico. McGraw Hill.


    Course evaluation will be based upon the following scheme:

    Class participation, debates, case discussions, etc. 40%
    Group assignment (written and oral presentation) 20%
    Final exam 40%
    TOTAL 100%

    Additionally, at the end of the course, an attendance certificate will be issued upon a minimum attendance of 90% of the sessions.

Course Disclaimer

Courses and course hours of instruction are subject to change.


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