Course description
Developing your brand and effectively managing your customer relationships are essential elements of running a successful eCommerce venture. Students will apply the knowledge and skills learned through the eCommerce Management program to their own eCommerce business project, specifically focussing on the design of a consistent brand and the development of policies and features that are relevant to their customer base. Students will learn how to use customer data to target their identified customer base with offers, promotions, personalized recommendations, and applicable customer-facing tools, such as augmented reality and personalized websites. In addition, students will develop and execute a consistent branding plan across all planned elements of their customer-facing tools and properties. Building on these concepts, students will plan the design of a website for their eCommerce business project that is consistently branded and optimized for their customers.