Electronic commerce (2020/2021)

Course code
Name of lecturer
Andrea Menegotto
Andrea Menegotto
Number of ECTS credits allocated
Academic sector
Language of instruction
I semestre (Lingue e letterature straniere) dal Sep 28, 2020 al Jan 9, 2021.

Lesson timetable

Go to lesson schedule

Learning outcomes

The course aims to provide students with knowledge about technologies, methods and tools of the electronic commerce. At the end of the course the students will be able to apply the acquired knowledge to develop effective e-commerce solutions for businesses operating in both domestic and foreign markets.


The course will be structured to give participants theoretical notions and practical advice to analyze, structure and better manage an eCommerce project. The contents are structured around three major themes: the idea, the project and its development, growth and improvement.

This course will deal with the following topics:
- Digital transformation: what it is and its elements
- Business Model Canvas: from the idea to the business model
- Value Proposition Design: understanding the customers and his needs
- Ecommerce:
- Context and its foundamental aspects
- The elements of the analysis
- Focus on the customer journey
- The technological infrastructure
- PIM (Product Information Management)
- Payments
- Legals
- Project management
- The ecommerce manager
- The store management
- How to increase sales
- B2B focus
- What kind of investments? A case history
- Useful software
- Design Sprint: a problem solving methodology
- Marketing for ecommerce
- Growth Hacking
- Business Intelligence

Reference books
Author Title Publisher Year ISBN Note
Vari Appunti e slides delle lezioni. Approfondimenti e riferimenti indicati durante le lezioni. Materiale messo a disposizione del docente.  

Assessment methods and criteria

Attending students:
Written exam: 10 questions in test format on topics explained in class (personal notes and slides)

Not attending:
Written exam: 10 questions in test format on topics explained in class (personal notes and slides)

The exam can be done on Moodle platform.