This course, the second of three in the eBusiness & eCommerce Management certificate program, provides a practical understanding of the most important tools and techniques for the creation, operation and management of an online business. It is designed to provide the practitioner or manager with both a conceptual and hands-on knowledge of such critical areas as market research, website design, online marketing and web analytics.
The course begins by looking at the tools and techniques that can be used to conduct the market research and analysis that are essential to the success of any online business.
The corporate website is recognized as the focal point for customer-facing activities and the course covers the conventions, best practices and tools associated with website design and management. In particular the importance of customer journey engineering is emphasized, including the integration of both the online and offline customer experience.
In addition, the course covers techniques to drive high quality traffic to the website, including search engine optimization (SEO), social media marketing (SMM - blogging, LinkedIn, Twitter, etc) and online advertising tools (such as Google Adwords). As well, the course looks at the use of marketing automation to manage content and relationship management programs.
The course also addresses the use of analytics and scorecards for the measurement and tuning of the performance of the website, the online marketing programs and the overall online business.
This course combines conceptual and practical aspects, providing exposure to each of the key tools and techniques, supplemented by hands-on in-class exercises and after-class assignments. It is designed to develop skills for those pursuing a career as an eBusiness / eCommerce practitioner or manager.
This course is a prerequisite for the third course in the certificate program “Management of eBusiness / eCommerce”.
1. Conceptual understanding and hands-on experience with the most common and important eBusiness / eCommerce tools
2. Experience with web-based market research tools and techniques
3. Exposure to customer experience management approaches
4. Familiarity with the process of designing a website
5. Experience with the tools for designing and managing an online marketing program
Prerequisites
Foundations of eBusiness / eCommerce
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2811 - 008
Tools and Techniques of eBusiness / eCommerce
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Fall - 13
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Status:
Available
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Date and Time TBA
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Tuition Option(s):
Flat Fee
non-credit
$695.00
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Potential Price Adjustment(s):
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Receipt Note(s): Textbooks are required. Please contact U of T Bookstore at 416-640-5840 or www.uoftbookstore.com. |
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2811 - 007
Tools and Techniques of eBusiness / eCommerce
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Fall - 13
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Status:
Available
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Section Schedule(s):
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Wed 6:30PM - 9:30PM
18 Sep 2013 to 4 Dec 2013
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Campus:
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St. George Campus
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Instruction Method:
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IN-CLASS
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Receipt Note(s): Textbooks are required. Please contact U of T Bookstore at 416-640-5840 or www.uoftbookstore.com. |
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2811 - 012
Tools and Techniques of eBusiness / eCommerce
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Fall - 13
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Status:
Available
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Section Schedule(s):
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24 Sep 2013 to 12 Jan 2014
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Tuition Option(s):
Flat Fee
non-credit
$695.00
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Potential Price Adjustment(s):
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Receipt Note(s): Course access information will be e-mailed on Sept. 24, 2013. Late registrants need to wait 3 business days for the information. Textbooks are required. Please contact U of T Bookstore at 416-640-5840 or www.uoftbookstore.com. |
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2811 - 009
Tools and Techniques of eBusiness / eCommerce
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Winter - 14
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Status:
Available
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| Section Schedule(s): |
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Date and Time TBA
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Tuition Option(s):
Flat Fee
non-credit
$695.00
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Potential Price Adjustment(s):
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Receipt Note(s): Textbooks are required. Please contact U of T Bookstore at 416-640-5840 or www.uoftbookstore.com. |
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2811 - 010
Tools and Techniques of eBusiness / eCommerce
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Winter - 14
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Status:
Available
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| Section Schedule(s): |
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Date and Time TBA
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Tuition Option(s):
Flat Fee
non-credit
$695.00
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Potential Price Adjustment(s):
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Receipt Note(s): Textbooks are required. Please contact U of T Bookstore at 416-640-5840 or www.uoftbookstore.com. |
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2811 - 013
Tools and Techniques of eBusiness / eCommerce
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Winter - 14
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Status:
Available
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Section Schedule(s):
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28 Jan 2014 to 3 May 2014
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Tuition Option(s):
Flat Fee
non-credit
$695.00
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Potential Price Adjustment(s):
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3.6 CEUs
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Receipt Note(s): Course access information will be e-mailed on 28 January, 2014. Late registrants need to wait 3 business days for the information. Textbooks are required. Please contact U of T Bookstore at 416-640-5840 or www.uoftbookstore.com. |
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2811 - 014
Tools and Techniques of eBusiness / eCommerce
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Spring/Summer - 14
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Status:
Available
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Section Schedule(s):
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1 May 2014 to 26 Jul 2014
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Tuition Option(s):
Flat Fee
non-credit
$695.00
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Potential Price Adjustment(s):
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3.6 CEUs
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Receipt Note(s): Course access information will be sent on May 1, 2014. It takes at least 3 business days for the access information to become available.
Textbooks are required. Please contact U of T Book Store at 416-640-5850 or www.uoftbookstore.com. |
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