Overview
Digital Commerce Fundamentals introduces the concepts, technologies, and practices used to create, operate, and evaluate digital commerce activities. Students examine digital business models, online value propositions, customer journeys, e-commerce platforms, marketplaces, mobile and social commerce, payment systems, fulfilment, customer service, and omnichannel operations.
The course develops practical capability in market and competitor research, segmentation, buyer personas, product and content strategy, user experience, conversion funnels, search visibility, digital advertising, email marketing, analytics, and key performance indicators. Students also consider privacy, cybersecurity, consumer protection, accessibility, and ethical data use. Practical work involves evaluating existing online businesses and developing a basic digital commerce plan, storefront, or campaign supported by evidence.
Learning Outcomes
- Explain major digital commerce models, platforms, channels, and operating processes.
- Identify customer needs, market opportunities, competitor positions, and relevant digital value propositions.
- Map digital customer journeys and evaluate user experience across key conversion stages.
- Select suitable digital commerce channels, technologies, payment systems, and fulfilment approaches for defined business objectives.
- Create evidence-based product, content, promotional, and customer service recommendations.
- Interpret basic digital commerce performance data and calculate or explain relevant key performance indicators.
- Evaluate privacy, cybersecurity, consumer protection, accessibility, and ethical data-use risks in digital commerce activities.
- Develop and justify a basic digital commerce plan, storefront, or campaign using market, customer, operational, and performance evidence.
Timetable
| Type | Length | Frequency | Period |
|---|---|---|---|
| Lecture | 2 hours | Weekly | All semester |
| Tutorial | 1 hour | Weekly | All semester |
| Workshop | 2 hours | Fortnightly | All semester |
| Lab | 2 hours | Fortnightly | All semester |
Assessment Schedule
| Type | Description | Weighting |
|---|---|---|
| Assignment | Case analysis of a digital commerce business. | 15.00% |
| Deliverable | Digital customer journey map. | 15.00% |
| Quiz | Online commerce concepts and terminology quizzes (5 × 2%). | 10.00% |
| Assignment | Analytics exercise using basic performance data. | 15.00% |
| Capstone | Digital commerce plan, storefront, or campaign project. | 35.00% |
| Assignment | Reflective report on digital commerce risks and improvement priorities. | 10.00% |
Teaching Staff & Programs
This course is delivered jointly by faculty from the participating programs listed below. In line with the Douchewater Way, the University of Sexology tailors core instruction directly to each cohort's specific discipline — adapting curriculum to program needs rather than forcing students into a one-size-fits-all model. Learn more about our approach at The Douchewater Way.
