This 6 ECTS course provides an in-depth understanding of the dynamics of e-business and online commerce, emphasizing strategic and operational insights through structured lectures.
The course includes a virtual component beginning on 31 August 2026 and an on-site component beginning 12 October 2026. Both components finish on 16 October 2026 (thus follows a blended delivery during the final week of 12 – 16 October).
Course Content
1) Foundations of Digital Commerce:
- Core definitions: e-commerce vs. e-business
- Technological foundations: cloud computing, APIs, digital platforms, security technologies
- Market dynamics and trends: mobile commerce, social commerce, emerging tech impacts
- Challenges and opportunities in e-commerce
2) Service Design:
- Core concepts of service design
- Service blueprint methodology
- Principles of designing effective digital services
3) Digital Platforms:
- Definition and types of digital platforms (innovation, transaction, information platforms)
- Mechanisms driving platform success: network effects, scalability
- Key considerations in platform governance and monetization
4) Business Models & Revenue Models:
- Components of business models: customer segments, value propositions, revenue streams, channels
- Revenue model types: subscription, freemium, transaction-based, advertising-based
- Analyzing real-world examples (e.g., Spotify, Instagram)
5) Marketing & Gen Z:
- Key marketing concepts: digital marketing channels, consumer decision-making process
- Gen Z marketing strategies: micro-influencers, user-generated content, ethical marketing
- Creating a digital marketing strategy
6) Data, Privacy, Security & Ethics:
- Types of data used in e-commerce (behavioral, transactional, PII)
- Core concepts of data privacy and security (GDPR, CCPA)
- Ethical considerations in handling customer data and preventing breaches
7) Emerging Technologies:
- Characteristics and business impact of emerging technologies
- The Metaverse and its e-commerce implications
- Artificial Intelligence and automation in e-commerce: personalization, predictive analytics, operational efficiencies
8) Multi-Level Marketing & Influencers:
- MLM structure, benefits, risks, and ethical concerns
- Influencer marketing: roles of micro and macro-influencers, ethical implications, regulatory considerations
For full information including assessment criteria, please see the course study guide.
Dates:
- Virtual: 31 August – 16 October.
- Physical: 12 – 16 October.
- Location: VU Amsterdam School of Business and Economics.
Additional requirements:
- Students should have an affinity with Business (Administration).
- English level C1 required.
How to apply:
- This course is by nomination only.
- Please send your nominations to aurora@vu.nl. Deadline: 15 June 2026.
- After the nomination deadline, the students will receive the online application form.
- Application form deadline: 6 July 2026.
- After acceptance and registration, a passport copy is requested for the enrolment of the students.
Any questions, please email aurora@vu.nl.
