Internet and International Business II
E-commerce, which is constantly expanding globally, is emerging as a cornerstone in the field of international trade.
For professionals in this field, a thorough understanding of its dynamics and principles is crucial. This course deals comprehensively with various aspects of online commerce, from the operation of online shops to the technical and operational complexities involved. It also looks at internationalisation strategies, exploring the possibilities and challenges of taking a digital business across borders.
It is important to note that this programme, complementary to the course "INTERNET AND INTERNATIONAL BUSINESS I" focused on digital marketing, is designed for all levels of experience, requiring no prior knowledge on the part of the student.
Discover the key modules and concepts
- Teachers who are specialists in their respective fields with in-depth knowledge and experience in the field of international trade.
E-COMMERCE. MARKETPLACES
- Introduction to e-commerce:
- General aspects.
- Concept and applications.
- Types of e-commerce.
- The history of e-commerce.
- Market and competition.
- B2B versus B2C:
- Major business models B2C and B2B.
- Consumer/customer journey.
- E-commerce control and KPIs.
- Marketplaces:
- Types.
- Their potential for internationalization.
ONLINE STORES AND INTERNATIONAL E-COMMERCE
- Online stores:
- Types.
- How to create an online website shopping.
- Platforms to build a virtual store.
- International e-commerce:
- Regulation.
- Online payment methods and legal aspects.
- Taxation.
- Logistics.
- Internationalization strategy through e-commerce:
- International e-commerce strategy and keys to the international expansion of an e-commerce.
admission process
Objetives
- Identify and define the basic characteristics of the different digital customer profiles, as well as analyze their purchasing behaviour.
- Know the different variants of e-commerce: online stores, digital platforms, etc.
- Analyze and evaluate the situation of the company in the digital market, as well as recognise the basic positioning metrics.
- Manage the concepts, elements, and basic operations that make up e-commerce.
- Define the strategic positioning and e-commerce plans, as well as choose the essential metrics (KPIs) for their management and control.
- Understand the digital customer's buying process to improve marketing and sales strategies.
- Master online shop design and management techniques to increase sales conversion.
- Apply digital market analysis tools to identify growth opportunities.
- Develop skills in the management of basic e-commerce operations.
- Develop search engine positioning and digital advertising strategies.
- Use data analysis tools to measure the performance of e-commerce.
- Design comprehensive strategic e-commerce plans with specific objectives and monitoring systems.
Methodology
ENAE Business School employs a Learning by doing methodology, which combines the presentation of concepts with practical application through real business cases. Teamwork is encouraged to achieve the integration of participants, improving the resolution of cases through the diversity of perspectives, opinions and experiences. Learning comes not only from the trainers, but also from the professional experiences shared among peers.
