This postgraduate course
has as its objective the training of marketing,
advertising and business professionals in the knowledge
and skills demanded by businesses to optimise their
resources in the new digital economy, bringing products
and services to potential clients the world over
in ideal conditions of economisation and efficiency.
Programme
Module
I – Introduction to Electronic Commerce
- Definition
of Electronic Commerce
- The Internet
as a Tool for Commercial
Activity
- Creating
a Model for a New Company
Module
II – The Technological Platform
- Elements
of the Web:
- client/server
model
- transmission
model
- types
of networks
- hardware
Module
III – Products and Services for
the Web
- Products:
Gateways, Virtual Communities…
- Services:
Definition, Types and Characteristics
Module
IV – On-line Marketing
- New Strategic
Models
- Building
Customer Loyalty
Module
V – On-line Advertising
- Campaign
Planning and Evaluation
- Advertising
Vehicles
- Web Page
Design
Module
VI – The Transactional Model
Module
VII – The Legal Framework
- Spanish
- European
- European
vs. North American
Module
VIII – Sectorial Study of Electronic
Commerce
- Models
of Electronic Commerce
- Position
in the Spanish Marketplace
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Duration:
300
hours.
The
course will run from November to June, in accordance
with the academic calendar.
Schedule:
Fridays
from 17:00 to 22:00 and Saturdays from 9:00 to 14:00.
Evaluation:
The
course being of a fundamentally practical nature
and of high-level specialisation, the system of
evaluation is based on the student’s conscientious
participation and on periodic examinations over
areas designated by each instructor.
The
student must pass an evaluation composed of:
- an
attendance evaluation, in which at least 80%
of class hours must be attended.
- a
report from each course instructor analysing
the work done in each of the various modules.
- a
final project, which will constitute a practical
application of the skills acquired during the
course. The project will be carried out according
to the instructions of the Course Director,
who will determine the project topic, taking
into account the preferences of the student.
The project will be supervised by one of the
course instructors and presented before a panel
created for this purpose.
Certification:
Those
students who complete satisfactorily the above evaluation
process will receive the CENP Diploma in Electronic
Commerce.
Enrolment:
Requirements
for enrolment are an accredited certification, a
CV, an Entrance Examination (in some cases), and
a personal interview.
Financing:
Those
students who wish to do so may take advantage of
priority financing under agreements made by CENP
with diverse banking institutions. Loans of this
kind are considered a standard form of payment for
these courses.
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