E-Commerce, Social Media, and Digital Marketing

О курсе

Every business today operates in a marketplace shaped by online transactions and social platforms, which future managers must understand to support business strategy and customer engagement. This course examines how organizations buy, sell, communicate, and build relationships in a digitally connected world. You'll begin with the fundamentals of e-business and e-commerce, exploring the major types of electronic commerce, how companies sell directly to consumers, how businesses transact with one another online, and the ethical and legal issues these activities raise. Next, you'll examine social computing and the Web 2.0 tools and platforms that enable users to create, share, and collaborate on content, along with how organizations use these technologies to support social commerce and social shopping. The course concludes with the strategic use of social media across key business functions, including marketing, customer relationship management, recruiting, onboarding, and employee development. Through examples from companies such as TikTok and BMW, you'll evaluate the opportunities and challenges e-commerce and social media present to modern organizations.

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Wiley Skills Network

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