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Lecturer(s)
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Antlová Klára, doc. Ing. Ph.D.
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Course content
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Lectures: 1. Influence of e-business and electronic communication on the organization. 2. E-Business strategy. 3. E-business models. 4. Evaluation of the benefits of e-business, metrics and KPIs 5. E-commerce support - SCM, CRM. 6. Advertising, Internet marketing (social networking, Google Analytics, SEO and SEM). 7. Electronic documents in the enterprise, customer relationship management. 8. Security issues. 9. Legislation, types of payments on the Internet. 10. Trends in e-business (the Internet of Things). 11. E-commerce project management. 12. E-learning. 13. Use of electronic communication in state administration (open data).
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Learning activities and teaching methods
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Monological explanation (lecture, presentation,briefing)
- Class attendance
- 28 hours per semester
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Learning outcomes
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The aim of the course is to provide students with an overview of current issues and trends in e-business and electronic communication with customers. Students will get acquainted with the basic strategies of e-business, methods of retrospective evaluation of relations with customers and business partners, model solution of selected applications and practical solution of the e-business projects or its parts. The opportunities of using social networks in the field of tourism, marketing, e-learning are presented and the students will get acquainted with the current situation of electronic communication in the state administration. The issue of online security will also be highlighted.
Students obtain knowledge in given course in accordance with requirements and course programme.
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Prerequisites
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Students should have the basic knowledge about information and communication technology, management and marketing.
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Assessment methods and criteria
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Written exam
Exam: succesfully passing a written test
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Recommended literature
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Antlová, K. Úvod do elektronického podnikání. Liberec, 2006.
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Clifton, B. Google Analytics. Brno, 2009.
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Kubíček, M. Velký průvodce SEO. Praha, 2008.
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Stone, B. Globální samoobsluha. 2014. ISBN 978-80-7252-527-0.
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Stuchlík, P. Reklama na internetu. Praha, 2002.
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