Academic year
2025-26
Is found in:
- International programmes Business and Law, programme stage 3
This is a single course unit.
Study load:
3 credits
Teaching staff: De Bie Dave
Languages: English
Scheduled for: Module 1
This course unit is marked out of 20 (rounded to an integer).
Prerequisites
There are no prerequisites for this course.
Re-sit exam: is possible.
Possibility of deliberation: This course unit is eligible for deliberation according to the criteria as determined by the degree programme you are enrolled in.
Total study time: 78,00 hours
Short description
This course offers students without a technical background an introduction to the various aspects of an e-commerce business. Students learn essential concepts, including e-business, e-commerce and e-marketing. They develop the skills to set up a technical infrastructure and apply effective marketing strategies. Case studies of successful e-commerce companies are analysed. This course prepares students to start their own e-commerce business or perform e-commerce-related functions.
Educational organisation (text)
PowerPoint presentations and other digital material is made available via Digitap and OneDrive
• Open discussion between lector and students to gather information and evaluate current progress
• Students are to attend the lessons as from week 1, as the team members are chosen as from week 1 and every member should contribute to the project equally.
Learning outcomes (list)
1.3 You ensure efficient information flow and processing.
| The student creates a simple, static website using an online HTML editor and/or AI-supported tool. |
2.1 You evaluate your own actions and thinking, those of others, and your environment.
| The student reflects on the impact of current digital trends (such as AI, zero-click and multi-channel search) on digital strategy. |
| The student analyses and assesses an organisation's digital position and website. |
3.2 You work in a planned and project-based manner.
| The student prepares a strategic internet project plan that brings together target audience, goals, technology, structure and measurability. |
| The student develops a functional wireframe that incorporates the needs of the target audience and principles of usability and accessibility. |
6.2 You organize and implement administrative and organizational procedures.
| The student formulates an online marketing strategy based on the RACE model, including a substantiated SEO and KPI plan. |
Course content
Introduction to Digital Strategy and e-Business
This course offers a practice-oriented introduction to digital strategy within an e-business context. Students will explore how to deploy websites, search engines and other online channels strategically to achieve business objectives.Using the RACE model (Reach, Act, Convert, Engage), students learn to analyse and build digital activities step by step. They will delve into audience analysis, goal-setting, functional website design, usability, content planning and accessibility. In addition to designing and evaluating websites, students will also acquire a basic technical understanding (HTML, CMS, security, payment options) and gain hands-on experience with tools such as Google Trends, SEMrush, Google Analytics and Search Console.
As a final project, they will develop a comprehensive digital strategy plan—complete with a wireframe—based on a self-selected, fictitious case. Throughout, they will factor in emerging trends such as AI-driven search results and the growing importance of multi-channel discoverability.
Topics covered include:
-Introduction to digital strategy and the RACE model
-E-commerce and digital market models
-Audience analysis, personas and positioning
-Website structure: content, architecture, functionality and accessibility
-Wireframing, design standards and usability
-SEO, SEA and digital promotion
-KPIs and performance measurement with Analytics & Search Console
-AI and zero-click search as strategic challenges
-Internet project plan as final assignment
This course combines analytical rigour, creative thinking and strategic planning, providing an essential foundation for anyone wishing to harness digital channels purposefully within organisations.
Study material (list)
(course) material on the electronic learning platform digitapMandatoryEducational organisation (list)
Evaluation (list)
Evaluation(s) for first exam chance
| Moment | Form | % | Remark |
| 1st examination period | Knowledge and comprehension test once during class weeks | 100,00 | Students divided in groups write a paper and defend the paper orally. In addition students develop a website (group work). |
Evaluation(s) for re-sit exam
| Moment | Form | % | Remark |
| 2nd examination period | Knowledge and comprehension test once during class weeks | 100,00 | Student writes a paper on an e-business topic and defends the paper orally. Attention: Student needs to contact Lecturer in order to be informed on the assignment before June 30. |