E Commerce and Digital Business


The course addresses the concepts and tools of digital business applications to be necessarily manage, both for the conversion of physical to digital business, and for initiation into the business purely digital, showing the key commercial process of online shopping.

As is well known, the electronic commerce is governed by rules entirely different from traditional business and therefore, the starting point, the keys to success and control are based on existing disciplines but appropriately adapted to or in others recently appearing and  specific to the environment.

For their display, we start with an overview and introduction to the internet world and specifically in electronic commerce, facilitating the characterization of key markets both quantitatively and qualitatively and more important, know the characteristics of new consumers who have become known as “cross - consumers”. Below, the strategic options that the digital medium offers will be developed.

The following describes the electronic trading platforms, initially from a conceptual perspective, analyzing the two major areas of study that are the Front and Back Office, later we will enter the operational analysis tools, their features and approaches.

Finally, we will study the adaptation of the 4 P’s of traditional marketing to electronic commerce and its distinguishing features.


Goals and Student Profile


After completing the course the participant will be able to:

  •  Identify the key aspects to consider in digital business
  • Identify and select the appropriate business model according to the company, products and industry
  • Plan a study of technical and functional requirements for e – commerce platform.
  • Designing functional requirements and design the process of buying through a shop on line.
  • Adapting traditional marketing policies to e – business.


Student Profile

ENAE Business School is very conscious of the fact that every teaching institution is built by all and must be very careful about participant selection right from the very start by analysing their CV, qualification certificates, admission exam and through a personal interview of the student by the program director. Depending on the program, ENAE Business School carries out tests to evaluate language competence.

Most of our students come from the business world about 80% of ENAE’s students are graduate professionals and executives who wish to update their knowledge and improve their skills. These students come from different academic backgrounds mostly engeneering, business, law, economics, communication and humanities.

We encourage young and talented graduates with entrepreneur spirit to be involved in our programs as a fast track to achieve their goals in the business World.



1.  Internet and electronic commerce in the XXI century.

2.  The company and electronic commerce: opportunities

3.  Sources of information on line

4.  Identification of trends

5.  The crossumer



1.  The transition from physical to digital

2.  Digital business models

3.  The choice of the business model

4.  Generation and evolution of business models



1.  The back end

           1.1 The technology needs

           1.2 The platform architecture.

           1.3 The E – CRM and business intelligence

2.   The front end.

           2.1 Information architecture. Usability and user experience

           2.2 Design and Surfing

           2.3 Types of information formats

3.   Electronic commerce and social networking


1.  B2B markets

2. M - Commerce

3. T – Commerce

4. The B2C business

         4.1 The conversion

         4.2 General workflow

         4.3 Purchase process and purchase funnel

          4.4 Basic elements of an electronic store

5.  Web analytics

6.  Search engine marketing and landing pages



1.  Digital product policy

2.  Digital communication policy

3.  Digital distribution policy

4.  Digital pricing policy and payment methods


Specified time period and Place

Specified time period:  This course has and extension of 20 contact ours at ENAE premises.

Timetable: This course is delivered on Friday from 16:30 h. to 21:30h. and Saturday  from  9:00 h. to 14:00 h.

Place and Address:
Edif. ENAE. Campus Universitario de Espinardo 30100 Espinardo Murcia- Spain

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1. Theoretical presentations alternated with practical exposure so as to see their relationship with results in business. The interrelation between theory and practice is a methodology in which students must be involved. This methodological issue will be used for both business executives and professionals, and for recent graduates who want to join the same course.

2. Several case studies are sent from those that companies have been facing in real life for students, with the relevant knowledge acquired, to do the analysis between the different lines of action that may arise and choose the one considered more realistic and adjusted to the case. The student should become accustomed to making decisions and understand the implications of them.

3. Case studies and readings will be sent to participants through the virtual campus. At the same time chat forums or debate centres may be created on campus or virtual in which the views of the participants will be contrasted. . These tools will be used by the students to contrast their different points of view.

4. Virtual Campus is a tool that allows a much more fluid relationship between students and teachers at personal and on line level.

5. Teaching the course will take into account how the student intends to apply the knowledge acquired to the final project at the end of the Master.

Terms of Payment and Scholarships

Are you interested? Obtain the following benefits:

Price: 390 €

ENAE Business School offers the following discounts:

Partner companies of FUERM, their workers, and the members of Asociacion de Antiguos Alumnos of ENAE Business School will obtain a 10% of discount.

See if your company is a member of FUERM and ENAE


If the amount of the program is paid by your company through the credit offered by the Tripartite Foundation you may recover all or part of the amount of the program in ENAE Business School, discounting the amount to be credited for the payment of social insurance.

Part of the amount paid of our training programs, in-person and In Company, could be recovered through the Tripartite Foundation (only Spanish companies).

Ask us for more information. We make the process for obtaining the discounts to all those students who request it, at no additional cost to your training.

Admission Process

This program is part of a Master that has limited availability. Taking this course will provide you great oportunities for expanding your professional networks. Final admission decision is reserved to ENAE Business School on the basis of prerequisites established for the course, room availability and specific group profile required.

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