VSFS:NA_eCom E-Commerce - Informace o předmětu

NA_eCom E-Commerce

Rozsah

2/1/0. 12 hodin KS/semestr. 6 kr. Ukončení: zk.

Vyučující

Ing. Vladimír Mikel (cvičící)

Garance

Ing. Vladimír Mikel
Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Mgr. Petra Dovhunová

Rozvrh seminárních/paralelních skupin

NA_eCom/cEKKV: každý lichý čtvrtek 15:45–16:29 KV205, každý lichý čtvrtek 16:30–17:15 KV205, V. Mikel
NA_eCom/cEKPH: každou lichou středu 15:45–16:29 S26, každou lichou středu 16:30–17:15 S26, V. Mikel
NA_eCom/pEKKV: každý lichý čtvrtek 12:15–12:59 KV205, každý lichý čtvrtek 13:00–13:45 KV205, každý lichý čtvrtek 14:00–14:44 KV205, každý lichý čtvrtek 14:45–15:30 KV205, V. Mikel
NA_eCom/pEKPH: St 14:00–14:44 S26, St 14:45–15:30 S26, V. Mikel
NA_eCom/vEKPH: So 14. 3. 9:45–11:15 E306, 11:30–13:00 E306, So 28. 3. 14:00–15:30 E228, 15:45–17:15 E228, So 25. 4. 9:45–11:15 E230, 11:30–13:00 E230, V. Mikel

Předpoklady

There are no prequisitons for this subject.

Omezení zápisu do předmětu

Předmět je otevřen studentům libovolného oboru.

Cíle předmětu

The aim of the course is to provide students with systematic knowledge and skills in the field of e-commerce as one of the key areas of modern business. Students will gain an understanding of the fundamental concepts, models, and processes of e-commerce, including online retail structures, consumer behavior, digital marketing strategies, logistics, and payment systems. Emphasis will be placed on the ability to analyze real e-commerce companies, evaluate their competitiveness, and design business models that respond to current technological, legal, and societal challenges. Particular attention will be devoted to the role of information systems, artificial intelligence, automation, and innovative technologies in shaping the development of e-commerce. Students will also become familiar with international trends, sustainability aspects, and the opportunities and risks of operating in global online markets, preparing them to apply their knowledge in both local and international business environments.

Výstupy z učení

After completing the course, the student will be able to: Define the concept of e-commerce and its role within the retail environment in the Czech Republic. Explain the functioning of e-commerce, describe process types of e-commerce, analyze the impacts of e-commerce development, and clarify the concepts of omnichannel and multichannel. Explain the fundamental pillars of e-commerce, describe start-ups as the entry point to an e-commerce business, outline company growth and expansion, identify factors of competitiveness, and explain project management as a foundation of success, including the essence of marketplaces as a form of e-commerce. Interpret key indicators of consumer behavior in the e-commerce environment, work with data and understand their role in e-commerce companies, and explain the role of information systems, artificial intelligence, machine learning, robotics, and automation in e-commerce. Explain the management of goods circulation and logistics in e-commerce companies. Explain employee structures and human resource management, including training and knowledge requirements for employees. Analyze the issue and processes of category management within e-commerce. Understand the role of websites, their content and structure, and the importance of services and customer support. Explain the legal aspects of retail specific to online business, including GDPR. Identify trends in the development of e-commerce, marketing forms, data utilization, and ROI of marketing campaigns in e-commerce. Understand the international environment of e-commerce, new technologies, innovations, characteristics of e-commerce business models 4.0 and 5.0, and other factors of development.

Osnova

• Lectures
• 1. Introduction to E-commerce – basic concepts, history, development of e-commerce in the Czech Republic and worldwide, current trends and statistics.
• 2. E-shop as the Basic Form of E-commerce – principles of online stores, technologies and platforms (open-source vs. SaaS), management and operations.
• 3. Electronic Business Models – B2C, B2B, C2C, C2B, G2C; practical examples (Amazon, Alza, Shopify, Allegro).
• 4. Legal Aspects of E-commerce – legislation, consumer protection, data protection (GDPR), current EU regulations (DSA, DMA).
• 5. Marketing in E-commerce – digital marketing, SEO, PPC, e-mailing, content marketing, affiliate programs.
• 6. Social Media and Their Role in E-commerce – customer communication, influencer marketing, social commerce.
• 7. Payment Systems and Transaction Security – payment gateways, digital wallets, cryptocurrencies, fraud prevention.
• 8. Logistics and Distribution in E-commerce – fulfillment centers, last mile delivery, dropshipping, sustainability and green logistics.
• 9. CRM and Personalization – customer data usage, loyalty programs, recommendation systems, automated communication.
• 10. Analytics and Performance Measurement in E-commerce – Google Analytics, key performance indicators (KPI), A/B testing, data visualization.
• 11. Trends in E-commerce – mobile commerce, omnichannel strategies, automation and artificial intelligence applications (chatbots, voicebots, AI recommendation systems).
• 12. Future of E-commerce and Innovation – augmented and virtual reality, circular economy, sustainable business, preparing for emerging technologies.
• Exercises
• 1. E-shop Analysis and Business Model. Task: Student groups select a specific e-shop (e.g., Alza, Notino, Rohlik.cz, or an international company) and conduct a SWOT analysis. They also identify the type of e-commerce model used (B2C, B2B, marketplace, etc.). Output: Short group presentation (SWOT + model).
• 2. Legal Aspects and Consumer Protection. Task: Students prepare a practical checklist for an online store operator, covering GDPR, consumer rights, complaint procedures, and terms of service. Output: Summary document in the form of a checklist.
• 3. Marketing and Social Media. Task: Design a small digital marketing campaign for a selected e-shop, including SEO, PPC, e-mail marketing, and the use of social networks (Facebook, Instagram, TikTok atd.). Output: Marketing plan (target audience, channels, budget, KPIs).
• 4. Payment Systems and Logistics. Task: Compare three selected payment gateways and analyze the logistics process of a chosen e-shop (from order to delivery). Propose potential improvements (e.g., green logistics). Output: Comparison table of payment gateways + process diagram of the logistics chain.
• 5. CRM and Personalization. Task: Analyze personalization strategies of a chosen e-shop (recommendation systems, loyalty programs, newsletters) and suggest improvements. Output: Short written report with recommendations for improvement.
• 6. Analytics and E-commerce Trends. Task: Use available tools (Google Trends, SimilarWeb, publicly available statistics) to analyze a selected market and demonstrate examples of AI/automation in e-commerce. Output: Market analysis presentation + practical trend example from a real company.

Literatura

povinná literatura
• Chaffey, D., Hemphill, T., & Edmundson-Bird, D. (2024). Digital Business and E-commerce Management (8th ed.). Pearson. ISBN 978-1292457536
• Harwardt, M. (2025). E-Commerce, Marketplaces and Online Marketing: A Practical Introduction for Managers. Springer Gabler. ISBN 978-3-658-46177-5

doporučená literatura
• Laudon, K. C., & Traver, C. G. (2023). E-commerce 2023–2024: Business, Technology, and Society (18th ed.). Pearson Education Limited. ISBN 978-1292449722
• Harwardt, M. (2023). Ecological Sustainability in E-Commerce – Fundamentals, Approaches, and Recommendations. Springer Gabler. ISBN 978-3-658-40260-0

Výukové metody

Lectures.

Lectures will typically consist of two parts: a theoretical section (theory, new findings including practical examples) and a practical section (e.g., case study, construction of a customer decision tree, creation of a communication plan for social media, examples of different e-commerce forms in the Czech Republic, aspects of competitiveness, and development opportunities). Lectures may also include discussions, group work, etc. Students will be assigned tasks for home preparation, such as comparing and evaluating individual online retailers, identifying business opportunities, and creating a business model for online operations. Real-life examples will be intensively used as a resource through interactive study of online retailers. Part of the course will also involve reviewing the websites of selected retailers in terms of CSR communication and identifying innovations for the following lecture. Emphasis will be placed on exact thinking based on verified qualitative and quantitative data, information literacy, and the ability to work with modern information and presentation systems. Available studies on automation, robotics, artificial intelligence, and machine learning applications will be actively used.

Seminars.

Seminars will usually take the form of interactive discussions with students on the topics covered in lectures. Specific case studies related to selected issues will be analyzed. Group work will be used to solve assigned tasks (e.g., preparing a communication plan for social media), followed by individual or joint presentations of results or proposed solutions. Emphasis will be placed on the ability to correctly analyze collected data, interpret results, and propose improvements. Professional journals in the field of e-commerce will also be regularly used for discussions on current trends in e-commerce.

Modern methods (supported by technology) – motivation, higher interactivity. Strong emphasis will be placed on students’ ability to work with data and information, search for verified sources, and use modern information and presentation systems. Trend-driven technological tools will be integrated to enhance interactivity, motivation, and engagement.

Metody hodnocení

The course is completed with a credit and a final examination.

Credit requirements: In the full-time study mode: minimum 70% attendance at seminars, active participation in discussions, group work, and completion of ongoing tasks (e.g., e-shop analysis, preparation of a communication plan for social networks, case studies). In the part-time study mode: minimum 50% attendance at scheduled consultations, active participation in discussions, and completion of ongoing tasks.

If the required attendance is not met (or in the case of ISP students), students are obliged to complete “compensation assignments” according to the lecturer’s instructions and submit them via the IS submission system.

Final examination consists of two parts:

Written part – preparation of a project focused on the analysis and improvement proposal for a selected e-commerce company (e.g., omnichannel strategy, logistics optimization, implementation of AI in customer service). The project must include both analytical and proposal sections, with evaluation of benefits and references to relevant sources.

Oral part – presentation of the project and professional discussion on the proposed solution, assessing its feasibility and impact on the competitiveness of the company.

Vyučovací jazyk

Angličtina

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