NA_eCom_B E-Commerce B

Vysoká škola finanční a správní
léto 2023
Rozsah
2/0/0. 12 hodin KS/semestr. 3 kr. Doporučované ukončení: z. Jiná možná ukončení: zk.
Vyučující
Ing. Patricia Jakešová (cvičící)
Garance
Ing. Patricia Jakešová
Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Bc. Kamila Procházková
Rozvrh seminárních/paralelních skupin
NA_eCom_B/pECPH: každé sudé úterý 15:45–16:29 S23, každé sudé úterý 16:30–17:15 S23, každé sudé úterý 17:30–18:14 S23, každé sudé úterý 18:15–19:00 S23, P. Jakešová
Předpoklady
There are no prequisitons for this subject.
Omezení zápisu do předmětu
Předmět je otevřen studentům libovolného oboru.
Cíle předmětu
Objective of the course is to develop the basic awareness of e-commerce, related to its own role at retail market in the Czech Republic and the world, both from B2C and B2B point of view. The important part is to understand the increasing role of electronic retail for all types of merchandise and services in the economy. As well all related issues for middle and small sized entrepreneur. The information will be given from the wide perspective to all students to get all needed knowledge for being able to succeed in sphere of e-commerce middle and top managerial positions, in both Czech and foreign retail companies, in the sphere of private business. Objective is to give specialized view for next studies in area of Trade management, principles of increasing efficiency due to automation, robotization, artificial intelligence and understand its functioning in international area.
Výstupy z učení
Student after graduation will be able to - define the concept of e-commerce and e-commerce role in the retail environment in the Czech Republic - clarify the essence of the functioning of electronic commerce, explanation of process types of electronic commerce, the effects of the development of electronic commerce, clarification of the concepts of omnichannel and multichannel - explain the basic pillars of e-commerce, start-up as the moment of starting an e-commerce business, development and expansion of the company, factors of competitiveness, project management as a basis for success - an explanation of the nature of the marketplace instead of how e-commerce works - interpret basic indicators of consumer behavior in e-commece surrounding - work with data and their role in the functioning of e-commerce companies - the essence and role of information systems in e-commerce, understand the role of artificial intelligence, machine learning, robotics and automation in e-commerce - explain the management of goods circulation, logistics in the e-commerce company - explain the staff structure and human resources management, training and knowledge requirements for employees - will know the issues and process of the Category Management within e-commerce - knowledge of the role of the website, its content and structure, services and customer service, legal issues in retail with a specific form of online business formula, GDPR - trends in e-commerce development, form of marketing, work with data and ROI of marketing campaigns within e-commerce - invoice - features of electronic commerce forms of business 4.0 and 5.0, other factors of development - international environment, new technologies
Osnova
  • 1. E-commerce, the position of e-commerce at the market in general, the Czech Republic and the world 2. Functioning of e-commerce, basic types of e-commerce functioning, terms omnichannel, multichannel 3. Marketplace, competitiveness in e-commerce, processes, start-up 3. Customer, shopping habits, consumer behavior, customer data 4. The role of information systems 5. Circulation of goods, logistics in e-commerce company, robotics and automation 6. Human resources management, specific requirements for knowledge and skills of employees in e-commerce surrounding 7. Process of category management, purchase and specifics of assortment, work with price in e-commerce 8. The role of the website, its content and structure, service and customer service 9. Legal issues, GDPR and related qualitative regulations 10. Development trends of e-commerce, marketing 11. The role of modern technologies - retail 4.0 and 5.0, artificial intelligence and machine learning 12. Application of e-commerce within SMEs, causes and opportunities for success of e-commerce forms of business, CRS.
Literatura
    povinná literatura
  • SIMMONS, Geoff; BRYCHAN, Thomas ; E-Commerce Adoption and Small Business in the Global Marketplace: Tools for Optimization, Second edition, Hershey, PA : IGI Global. 2010, E-book. ISBN 978-1-605-66998-4
  • CORDELL, Andrea; THOMPSON, Ian. The Category Management Handbook, First Edition 2018, CPI GroupLtd. Croydon 187 p., ISBN 978-1-351-23958-5
  • EDITORS OF SALEM PRESS; E-Commerce & Retail Merchandising, Second edition, Salem Press 2017, E-book.
    doporučená literatura
  • CHAFFEY, D.; Digital business and e-commerce management – strategy, implementation and practice, First edition Pearsons, Harlow 2015, ISBN 978-0-273-78654-2.
  • KLEČKA David & Yieldigo, Customer centricity in pricing.
Výukové metody
Lectures will usually include a lecture part (theory, new knowledge including practical examples) and a practical part (case study, example of customer decision tree, compilation of communication plan for social networks, examples of functioning of various forms of e-commerce in the Czech Republic, aspects of competitiveness, opportunities development). The lecture may include a discussion on the topic, group work, etc. It will include assignments for homework in the field of comparison and evaluation of individual online vendors, identification of opportunities, creating a business model of online operation. Real examples will be intensively used as a source in the form of an interactive study of online retailers. It will include a survey of the websites of selected traders from the point of view of CSR communication and the identification of innovations for the following teaching. Emphasis will be placed on exact thinking based on verified qualitative and quantitative data, on the ability to work with information, with trend information and presentation systems. The available studies of various applications of automation, robotics, artificial intelligence and machine learning will be actively used.
Metody hodnocení
The course ends with an EXAM. The condition for obtaining a grade for completing the course is to obtain a credit, attendance and teaching activity. The exam is realized in the form of a test, where both closed and open questions are closed, within the online teaching the test is realized in the form of on-line. There are 24 questions, the evaluation takes the form of deducting a point for an unsuccessful answer. Credit is tied to full-time study to fulfill the obligation of active attendance min. 75% for lectures (ie not only attendance, but active participation in the course of teaching, discussion, interaction, argumentation), fulfilling homework assignments. Combined study: The award of credit is tied to the fulfillment of the obligation of active attendance in   min. 3 out of 4 guided consultations (but not just presence, but active participation in the course of teaching, discussion, interaction, argumentation). In the case of online teaching, participation in both forms is conditioned by the same percentage of attendance. Applies to daily and combined form - In case of non-fulfillment of attendance, it is necessary to supplement the written work with the individual lectures according to the instructions of the teacher. Each lecture is supplemented by material and within the interactivity, feedback from students is provided immediately within the lecture or exercise or subsequently after the end of the lecture in the form of processing the assigned material. The material is always published after the lecture, no later than 2 days. The material must meet the adjustment criteria specified by the teacher. For ISP students, it is necessary to prepare a seminar paper to the extent specified by the teacher in a version that corresponds to the methodological instructions for the processing of BP / DP. The student continuously consults the work with the teacher and continuously incorporates it according to the instructions of the teacher. The work also assumes exploratory-analytical activities in the field.
Vyučovací jazyk
Angličtina
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