Coding & Digital Design FT
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Business 3: Digital Business & Digital Marketing

level of course unit


Learning outcomes of course unit

The students can
- understand the basics of online business, including the different e-commerce models, online marketplaces and platforms
- understand different e-commerce business models and implement payment processing, security, and privacy aspects of online commerce
- use web analytics tools such as Google Analytics to measure website traffic and conversion rates
- apply technology to increase conversion rates, perform A/B testing, and optimize the user experience on websites
- understand basic concepts of digital marketing, including SEO, SEM, content marketing, and social media marketing
- identify current trends in web business and web marketing and analyze and evaluate future developments, including AI, chatbots, and voice search

prerequisites and co-requisites


course contents

- Introduction to Web Business: basics of online business, e-commerce models, online marketplaces and platforms
- Website development and design: creating engaging and user-friendly websites, website hosting and maintenance - E-commerce strategies: e-commerce business models, payment processing, security and Data protection
- Web analytics and tracking: Using tools such as Google Analytics to measure and analyze website traffic and conversions
- Conversion optimization: technologies to increase conversion rates, A/B testing, and user experience optimization
- Data-Driven Decision Making: web analytics supported business decisions in web business
- Fundamentals of online marketing.
- Content strategy: planning and creating content for websites and social media, storytelling and branding
- Trends in web business and web marketing: current news and future trends in the digital space, including AI, chatbots, and voice search

recommended or required reading

- Chaffey, D.: Digital Business and E-Commerce Management, 6th edition. Harlow: Pearson, 2015
- Scott, D. M.: The New Marketing and PR Rules in Web 2.0. MITP Publishing, 2009
- Weller, R.: Content Design: The Handbook for Conversion-Oriented Content Marketers, Web Designers & Entrepreneurs, Carl Hanser Verlag GmbH & Co KG, 2021
- Hassler, M.: Digital and Web Analytics: Evaluate Metrics, Understand Visitor Behavior, Optimize Your Website (mitp Business). MITP Publishing, 2019

assessment methods and criteria

Portfolio review

language of instruction


number of ECTS credits allocated


eLearning quota in percent


course-hours-per-week (chw)


planned learning activities and teaching methods

Presentations, group work, presentation and discussion, case studies

semester/trimester when the course unit is delivered


name of lecturer(s)


course unit code


type of course unit

integrated lecture

mode of delivery


work placement(s)