Teaching Responsibility
LJMU Schools involved in Delivery:
LJMU Partner Taught
Learning Methods
Lecture
Practical
Tutorial
Module Offerings
7505YPCM-SEP-PAR
Aims
This module extends students abilities beyond web development to website “management” by exploring the use of analytics to monitor user interactions with websites to both improve traffic to the site and increase the conversion of such visitors to customers. While techniques such as search engine optimisation, social media marketing and A/B testing etc. are primarily explored through e-commerce systems, the same techniques are equally applicable to the majority of web offerings.
Learning Outcomes
1.
Critically evaluate and formulate a coherent business plan for e-commerce development.
2.
Critically appraise and apply practical e-commerce / website management techniques.
3.
Critically reflect on real-world business global cases and learn from both successes and failures.
Module Content
Outline Syllabus:Introduction To E-Commerce and The Long Tail Of E-Commerce.
Search Engine Optimization and Optimization Tools.
Website / E-Commerce Systems Management With Analytics and Webmaster Tools.
Goals, Funnels and Conversion.
A/B Testing and Experimentation.
Content Management Systems.
B2B Strategy.
Marketing On The Web.
Legal / Ethical Issues.
Electronic Payment Systems.
Security Issues.
Support Services (e.g.: Auctions).
Additional Information:This module provides the student with the concepts, methods, techniques and experience to understand, design and develop rich digital multimedia applications.