e-Business: International implementation and management
102797
2024-25
MASTER'S DEGREE MBA IN INTERNATIONAL MANAGEMENT
2
MANDATORY
Cuatrimestral
Spanish/English
For the benefit of the student, the content of this syllabus may be altered
between the time of publication (February ) and the time of delivery of the
course (April ) due to continuous developments in the field.
BLOCK I. SEO, Analytics and SMO. Carlos Enrile
SESSION 1: FUNDAMENTALS OF DIGITAL CHANGE AND ITS IMPACT ON FOREIGN
TRADE
• Key players in digital change: GAFA
• Amazon as threat or opportunity
• The Internet as a tool for international promotion
• E-business concept and its importance for the exporting company
• Types of Internet business models: B2B, B2C, C2C, B2B2C and their
differences
• Sources of income: advertising, direct sales, subscriptions, and more.
• Alignment with the company's international strategy and conflict with
traditional distribution channels (e.g. Amazon Vendor and solutions).
SESSION 2: INTERNATIONAL DIGITAL MARKETING AND KEY TOOLS
• Introduction to International Digital Marketing
• Scope and operation of major search engines and directories
• ChatGPT, Bard and other search alternatives
• Geolocation and geoblocking
• Keywords: defining the audience, general and specific (‘long tail’)
• Keyword identification and management tools (Google Trends, Market
Finder, SEM Rush)
• Basic principles for developing a website: Domain, UX, SEO, Analytics
• Competitive analysis.
SESSION 3: DIGITAL OPTIMISATION: SEO, SEM AND SOCIAL NETWORKS
• SEO basics and key search engine positioning factors
• White Hat vs Black Hat SEO
• ChatGPT as an SEO tool
• Introduction to SEM and creating campaigns with Google Ads
• Ads Preview
• SMO: Social Media Optimisation
• Internet video strategies for international promotion
• Importance of YouTube for SEO and pre-strategy before creating a
channel
• Elements of a YouTube channel and use of ChatGPT for optimisation.
SESSION 4: DATA ANALYSIS AND STRATEGIC DECISION-MAKING
• Introduction to Google Analytics 4.0
• Internal traffic tracking and exclusion code
• Key metrics: Audience Tracking, Acquisition, Behaviour and Interaction
• Key KPIs and dashboards
• A/B testing and evaluation of results
• YouTube Analytics and its impact on digital strategies.
BLOCK II. B2C, B2B, LOGISTICS, SEM. Fernando Aparicio
SESSION 5: MARKETPLACES AS A TOOL FOR INTERNATIONALISATION
• Electronic platforms (marketplaces) as a tool for
internationalisation.
• Typology of marketplaces: B2B vs. B2C, e-business vs. e-commerce and
their integration with the digital strategy.
• Migration from B2B to B2C: Alibaba vs. Aliexpress.
• Main B2B and B2C marketplaces: value propositions, functionalities and
costs.
• Electronic Market Directories: www.emarketservices.es.
• Case studies: strategies and functionality in marketplaces.
SESSION 6: COMPETITIVE TOOLS IN MARKETPLACES
• Amazon: friend or foe? Main functionalities and services for
companies.
• The leap to B2B: Amazon Business. Case studies.
• Major service marketplaces.
• Analytical tools and competitive intelligence in marketplaces: Jungle
Scout, Helium 10, Biz Trends.
• How to integrate marketplaces into the strategy for an online shop?
SESSION 7: MEANS OF PAYMENT AND LEGAL ASPECTS OF E-BUSINESS
• Types of online payment methods: advantages and disadvantages.
• Fraud management systems and major PSPs.
• Means of payment platforms: PayPal, Apple Pay, Samsung Pay, Google
Pay, Facebook Pay, Amazon Pay, Alipay.
• Legal aspects of digital business: data protection, electronic
contracting, trademark registration, and more.
• Taxation of e-commerce: direct vs. indirect taxation, customs and VAT
application.
SESSION 8: E-COMMERCE TRANSACTIONS AND LOGISTICS
• E-commerce transactions and logistics.
• Main differences between B2B and B2C logistics.
• Stock management: picking, packing, central stock, cross-docking,
dropshipping, cross-border vs. domestic logistics.
• Degree of outsourcing of the operational and logistical aspects of the
online shop.
• Main suppliers: analogies, differences and value proposition.
• Customer services: their strategic nature.
• Impact of artificial intelligence on customer services.
SESSION 9: INTERNATIONAL E-COMMERCE CASE STUDIES
• Real scenarios from International E-Commerce (B2B and B2C):
-Value proposition.
- Strategy and markets.
- Client typology.
- Associated costs.
• Practical examples of success and lessons learned.
BLOCK III. INFRASTRUCTURE AND TECHNOLOGY. Marcelo Royán
SESSION 10: CLOUD COMPUTING AND E-COMMERCE TECHNOLOGIES
• Digital technology and cloud computing.
• What is cloud computing?
• Benefits and reasons for using cloud computing.
• Flexible infrastructure: Software as a Service.
• Demonstration time: practical applications.
• E-commerce platforms: technology, technical options and trading
platforms.
• Technological trends and market analysis in e-commerce.
SESSION 11: STRATEGY AND TECHNOLOGICAL VISION IN DIGITAL MARKETS
• Market technology: network effects and business models.
• Electronic markets: concept and development.
• Strategic vision applied to digital markets.
• Case studies: analysis of relevant examples.
• Continuing to learn: future trends and resources for further learning.
CO1 - To learn about business management analytics in dynamic and complex
environments, such as the international environment.
CO2 - To acquire a body of theoretical and practical knowledge and
learning skills, which will enable those who remain interested to pursue
further, more specialised studies in the field of advanced research or
doctoral studies.
CO3 - To master the basic tools of information and communication
technologies for exercising of their profession and for learning.
CO4 - To understand the concepts, theories and instruments for analysing
and developing business internationalisation plans.
CO5 - To understand the nature of problems in the organisation and
therefore the application of suitable tools by developing analytical skills.
CO6 - To acquire the skills for professional document drafting and
reporting in the field of international business.
CO8 - To know the main legal and fiscal aspects that directly or
indirectly affect business internationalisation processes.
S1 - To apply the theoretical and practical knowledge acquired, with a high
degree of independence, in both national and international companies, be they
small or medium-sized or companies of a more multinational dimension, and even
in non-business organisations whose management requires an international
vision.
S2 - To apply the analytical skills acquired in defining and approaching
new problems and in searching for solutions both in a national and
international business context.
S3 - To be able to collect, record and interpret macroeconomic data,
country information, industry and business information, financial and
accounting data, statistical data, and relevant research results to
systematise business decision-making processes in international environments.
S4 - To apply the appropriate procedure to achieving an international
business objective.
S5 - To assess the relationship between enterprises and the
institutional framework in which activities are carried out.
S6 - To manage digital platforms, technological, audiovisual and
computer media to search for information and for effective communication of
business projects.
S8 - To analyse the results of market and competition research to
propose strategic orientations and operational actions.
S9 - To manage a business internationalisation project and assume
managerial responsibilities.
C1 - To work in multidisciplinary and multicultural teams, in highly demanding
situations in terms of time (deadlines for designing and executing projects
and cases) and results.
C2 - To develop business and personal activities within the strictest
ethical and socially responsible behaviours, as well as to develop sensitivity
towards social and environmental issues.
C3 - To express themselves correctly, both orally and in writing, in
Spanish and English, maintaining an appropriate image in their professional
activity.
C4 - To lead the process of designing the international strategy.
C5 - To work in a team, prioritising the precision of the results and
the soundness and originality of the proposals.
In order to provide the student with a comprehensive view of the world of
e-business, this SESSION is divided into three independent blocks. Each of
these blocks will be taught by a teacher who is specialised in the
corresponding area.
• Expository master class: the lecturer explains the key and
cutting-edge notions for the discipline in question. Presentations will be
handed in at the end of the class.
• Individual student work: readings, reports, technical notes,
self-assessment questionnaires, and research for additional information.
• Teaching assignments - face-to-face interactive classes: discussion
seminars and workshops
• Case studies, problem solving and practical exercises in groups or
individually: resolution, sharing and discussion in class, through practical
development of e-business and e-commerce projects.
• Teaching assignments – personalised tutorials: Group and individual
work and presentations (field work, development of business projects, etc.).
• Teaching assignments – online interactive classes: Online discussion
seminars. Use of new technologies as a means of searching for information and
presenting results.
At the end of the course the student will be able to:
• Have the necessary knowledge of current Internet business models and
their application in traditional or newly created companies with a view to
internationalising the business.
• Identify the sources of information necessary to obtain competitive
intelligence on the possibilities available to companies in the online world
and the situation of their market environment.
• Constantly monitor the dynamics of an online business based on digital
metrics.
• Develop and launch an international online business, both for products
and services.
• Maintain and update an online business through digital tools and
mechanisms for segmentation, positioning, promotion and digital communication.
1. The multiple-choice test will account for 100% of the final grade.
2. The 25 multiple-choice questions have four possible answers each and
all of them have only one correct answer. These questions are marked as
follows:
• Correct answers will be awarded 0.4 points each.
• Incorrect answers will lead to a deduction of 0.08 points each.
• Unanswered questions will not count (0 points): they neither
contribute to the mark nor incur a penalty.
Bibliography:
• Ellis, S., & Brown, M. (2017). Hacking Growth: How Today's Fastest
Growing Companies Drive Breakout Success. Crown Business.
• Gray, N. (2018). Mastering Google AdWords: Step-by-Step Instructions
for Advertising Your Business. Atlantic Publishing Group.
• Jantsch, J., & Singleton, P. (2018). SEO for Growth: The Ultimate
Guide for Marketers, Web Designers & Entrepreneurs. Independently published.
• Karwal, S. (2019). Digital Marketing Handbook: A Guide to Search
Engine Optimization, Pay per Click Marketing, Email Marketing, Content
Marketing, Social Media Marketing. Independently published.
• Kawasaki, G., & Fitzpatrick, P. (2018). The Art of Social Media: Power
Tips for Power Users. Penguin.
• Kingsnorth, S. (2019). Digital Marketing Strategy: An Integrated
Approach to Online Marketing. Kogan Page Publishers.
• Masters, M. (2019). The Customer Journey: How An Owned Audience Can
Transform Your Business. Wiley.
• Scott, D. M., & Levy, J. (2019). The Ultimate Guide to Content
Marketing & Digital PR: How to Get Attention for Your Business, Turbocharge
Your Ranking and Establish Yourself as an Authority in Your Market. Wiley.
• Wind, J., & Mahajan, V. (2017). The Digital Marketing Revolution: How
the Intersection of Technology and Marketing Is Transforming the World.
Wharton Digital Press.
• Zimmerman, J., & Ng, D. (2018). Social Media Marketing All-in-One For
Dummies. Wiley.
Specific links
Given the intrinsically changing and dynamic nature of the subject, each
of the sessions will include specific links to specialised
websites/blogs/videos for each of the sessions contained in the programme.
This document can be used as reference documentation of this subject for the application for recognition of credits in other study programmes. For its full effect, it should be stamped by UIMP Student's Office.
Description undefined
Cuatrimestral
ECTS Credits: 2
Enrile D'Outreligne, Carlos
Máster en Derecho de la Unión Europea (LLM) Universidad Libre de Bruselas
Aparicio Varas, Fernando
Licenciado en Derecho y Ciencias Políticas, Executive MBA por el Instituto de Empresa.
Ebusiness.
IE University.
Royán González, Marcelo
INGENIERO SUPERIOR EN INFORMÁTICA.
DIRECTOR DE TECNOLOGÍA Y PRODUCTO DIGITAL.
ISDI / ENDALIA.