Skip to main content

IPLUSO 13158

E-commerce

Digital Marketing
  • ApresentaçãoPresentation
    Field of Action Creation, management and optimization of online stores, focusing on the Shopify platform, covering the entire digital retail value chain. Area of Practice Intersection of technology, business and customer experience: platform technical setup, design (IA/UX/UI), operations (payments, shipping, inventory), legal compliance and metrics analysis. Domains of Intervention E-commerce fundamentals and business models Platforms and catalog management Logistics and legal operations (GDPR) Traffic acquisition and customer experience Analytics and KPIs Relevance in the Study Cycle Integrates and applies digital marketing, SEO and social media skills in a real business context. Responds to high market demand for e-commerce specialists and directly prepares students for the curricular internship, training professionals with a complete view of digital retail.
  • ProgramaProgramme
    Design principles, UX and UI. Introduction to e-commerce platforms. Relevance of e-commerce for retail. E-commerce business models. The importance of customer experience. Managing an e-commerce site as a business. Catalog management, inventory, taxonomy and internal search engine. Introduction to Shopify: overview of store setup. Sales channels, themes and applications. Store management tools in Shopify. Traffic acquisition - paid and organic. Impact of AI on search. Shopify: Theme management and page customization. Types of modules and navigation. Payment methods and shipping options. Logistics operations. Legislation (GDPR, accessibility). General preferences and settings in Shopify. Customer Experience and Customer Support Services. The particular case of Marketplaces. Main analytics indicators in e-commerce and their tracking. Applications and functionality extensions. Associating domains.
  • ObjectivosObjectives
    Understand the fundamentals of e-commerce and main business models in digital retail Master the Shopify platform to create, manage and customize professional online stores Implement traffic acquisition strategies, customer experience optimization and customer support Configure payments, shipping, inventory and ensure legal compliance Analyze key performance indicators
  • BibliografiaBibliography
    Laudon, K. and Traver, C. (2023). E-Commerce 2023-2024: Business. Technology. Society., Global Edition. Pearson Education Limited. Figma. (n.d.). Figma. Help.figma.com. https://help.figma.com/hc/en-us Shopify Academy. (2024). Shopify. https://www.shopifyacademy.com/page/catalog
  • MetodologiaMethodology
     Expository: presentation of theoretical concepts: e-commerce fundamentals, business models, UX/UI, legislation  Demonstrative: Practical demonstrations on the Shopify platform: store setup, configurations, theme customization  Active/Participatory: Class participation; discussion of cases and strategies  Interrogative: Mini-quizzes at the end of theoretical classes  Project-Based Learning with Collaboration: Group work (2-3 people) for the development of a functional online store in Shopify, simulating a real project; oral presentation and project defense
  • LínguaLanguage
    Português
  • TipoType
    Semestral
  • ECTS
    5
  • NaturezaNature
    Mandatory
  • EstágioInternship
    Não