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2019/2020  BA-BHAAV2704U  E-commerce Strategies and Practices: A Global Perspective

English Title
E-commerce Strategies and Practices: A Global Perspective

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Bachelor
Duration One Semester
Start time of the course Autumn
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 100
Study board
Study Board for BSc in Economics and Business Administration
Course coordinator
  • Xiao Xiao - Department of Digitalisation
Main academic disciplines
  • Information technology
  • Innovation
  • Strategy
Teaching methods
  • Face-to-face teaching
Last updated on 10-05-2019

Relevant links

Learning objectives
  • Understand relevant terminologies regarding e-commerce
  • Use relevant concepts, frameworks, and theories to solve e-commerce problems
  • Compare e-commerce practices from different contexts (western versus eastern)
  • Reflect on the innovative potential of new digital tools in the business setting
Prerequisites for registering for the exam (activities during the teaching period)
Number of compulsory activities which must be approved: 1
Compulsory home assignments
Group hand-in of a case analysis.
The case material and the assignment questions will be provided.
Each assignment is 1-3 pages in group of 1-4 students.

There will not be any extra attempts provided to the students before the ordinary exam.
If a student cannot hand in due to documented illness, or if a student fails the activity in spite of making a real attempt to pass the activity, then the student will be given one extra attempt before the re-exam. Before the re-exam, there will be one home assignment (10 pages), which will cover the mandatory assignments
E-commerce Strategies and Practices: A Global Perspective:
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Individual exam
Size of written product Max. 10 pages
Assignment type Written assignment
Duration 48 hours to prepare
Grading scale 7-point grading scale
Examiner(s) One internal examiner
Exam period Winter
Make-up exam/re-exam
Same examination form as the ordinary exam
The format of the make-up exam is the same but the list of questions will change.
Description of the exam procedure

The final exam is a 48-hour written assignment. A number of open-ended questions regarding the course material will be given at the beginning of the 48-hour period.

Course content, structure and pedagogical approach

The Internet is transforming the way we do business. Nowadays, e-commerce and economic activities rely on digital technologies to become the main economic force globally. Around the world, innovative digital business models have mushroomed, posing challenges and changes to traditional industries.


This course provides an understanding of the terminologies, concepts, and applications related to e-commerce strategies and practices from a global perspective. We will establish an understanding of how digital technologies have enabled new business practices and examine the mechanisms of digital business models. A number of business cases will be discussed to showcase how e-commerce related strategies and practices have been applied in real-life. We will also compare e-commerce cases from different contexts to establish a wholistic understanding of latest practices around the world, by taking into consideration different contextual factors associated with different countries. Finally, we will reflect on the innovative potential of emerging technologies in further changing the e-commerce landscape in the near future.


The course will consist of four modules:

  • Introduction to e-commerce: terminologies and concepts

This module lays foundation of the course at introducing the main concepts and terminologies related to e-commerce. More specifically, we will cover topics such as the Infrastructure of the Internet, Web 2.0, digital business models, and digital platforms. The goal is to obtain an understanding of how the Internet and related technologies have changed the way to do business. We will also discuss the main forms of digital business models with an emphasis on digital platforms in particular.

  •  E-commerce strategies and practices in action

This module builds upon Module 1 and goes into depth to discuss e-commerce strategies and practices. Specifically, different business models related to e-retailing will be compared. The sharing economy phenomenon will also be discussed. Further, we will look into two e-commerce related areas: digital marketing / advertising and digital payment. Such discussions will be facilitated by real-life cases and applications.

  • E-commerce in other contexts

This module takes a closer look and focuses on comparing e-commerce practices from around the world. We will discuss business cases from China - the leading force when it comes to e-commerce, and other contexts (India, Indonesia, Kenya, etc.). The goal is to gain a global perspective in understanding e-commerce practices in different regions and reflect on the role of contextual factors.

  • Emerging technologies and the future of e-commerce

This module takes a future perspective. By introducing the concept of disruptive technology, we will discuss some of the emerging technologies and their (potential) applications in e-commerce. We will reflect on the disruptive potential of these technologies and look into how the e-commerce landscape will be shaped in the near future.


Description of the teaching methods
A mix of lectures, case-based teaching, workshops and project work will be used. Guest speakers from the industry will also be involved.
Feedback during the teaching period
Feedback will be provided throughout the semester during workshops and office hours.
Student workload
Lectures 24 hours
Workshops 12 hours
Preparation of lectures (incl. reading) 100 hours
Mandatory assignment 30 hours
Exam preparation 42 hours
Last updated on 10-05-2019