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E-Commerce, Social Media, and Digital Marketing

via Coursera

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Details

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Provider

Coursera
Pricing

Paid Course
Languages

English
Certificate

Certificate Available
Effort

4 weeks, 1 hour a week
Sessions

Self-Paced
Level

Beginner
Subtitles

English

Found in

Part of

Networking, Digital Commerce, and Enterprise Systems

Overview

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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.

Syllabus

E-Business and E-Commerce
- Conducting business online has become the default rather than the exception, and this module lays out the fundamentals behind that shift. You'll learn about the eight common types of electronic commerce and examine the business-to-consumer (B2C) environment, including the online services organizations use to reach individual customers. You'll then explore business-to-business (B2B) e-commerce and the primary models organizations use to conduct transactions with one another. The module concludes with an examination of the ethical and legal issues associated with e-commerce, including privacy, intellectual property, fraud, and consumer protection, preparing you to evaluate these challenges in contemporary business settings. 💡 Tip for Success: As you move through this module, consider your own organization's online sales or procurement channels. Identifying which e-commerce model they follow can help you spot gaps in customer experience or compliance before they become costly problems.
Social Computing Foundations
- Behind every social media post, review, or wiki edit lies a set of technologies and business concepts worth understanding on their own terms. You'll examine key Web 2.0 tools, including blogs, wikis, microblogs, and social networking sites, along with the major categories of Web 2.0 platforms. Next, you'll explore social commerce and how organizations use social computing technologies to create value while managing associated benefits and risks. The module concludes with an examination of social shopping, including ratings, reviews, group buying, and social marketplaces, and their influence on consumer purchasing behavior. 💡 Tip for Success: As you work through this module, audit how your own company shows up across these platforms. A quick review of your organization's ratings, reviews, or social storefront can reveal how customers are already forming opinions before your team ever engages them directly.
Social Media for Marketing, CRM, and HR
- Few tools touch as many parts of an organization as social media does, and this module traces its reach across three critical functions. You'll begin by exploring how companies use social networking platforms for advertising and market research, including the ways organizations gather and analyze customer insights. Next, you'll examine how social computing has transformed customer relationship management by empowering customers and reshaping how organizations interact with customers. The module concludes with a focus on human resource management, including how organizations use social platforms for recruiting, onboarding, and employee development, as well as how job seekers can use these tools to support their career goals. 💡 Tip for Success: Whether you're managing a brand's social presence, responding to customer feedback, or building your own professional network, the strategies in this module can be applied immediately. Try auditing your LinkedIn profile or your company's customer response process this week to put what you've learned into practice.
Course Graded Assignment
- Summative assessment for the course