Detailed Syllabus

Semester 1: Foundations of E-Commerce & Digital Marketing

1. Introduction to E-Commerce Ecosystems
   • Evolution: From Amazon to D2C to Social Commerce
   • Case Studies: Alibaba vs. Shopify business models
2. Consumer Behaviour in Digital Markets
   • Psychology of online shopping (FOMO, Scarcity Tactics)
   • Gen Z vs. Millennial buying patterns
3. Digital Marketing Fundamentals
   • SEO/SEM for e-commerce (Keyword clustering, Google Shopping Ads)
   • Social Media Algorithms (TikTok Shop vs. Instagram Checkout)
4. E-Commerce Analytics & Metrics
   • Google Analytics 4 (GA4) for online stores
   • CLV (Customer Lifetime Value) prediction models
5. UX/UI for E-Commerce
   • Conversion Rate Optimization (CRO) techniques
   • A/B testing tools (VWO, Optimizely)

Semester 2: Core E-Commerce Strategies

1. Marketplace & D2C Growth
   • Amazon A10 & Walmart SEO strategies
   • Shopify store optimization (Checkout. Liquid hacks)
2. Performance Marketing for E-Commerce
   • Meta/Google Ads for ROAS optimization
   • Programmatic advertising (DSPs like The Trade Desk)
3. Supply Chain & Logistics for Online Retail
   • Last-mile delivery innovations (Dark stores, Drone deliveries)
   • 3PL vs. In-house fulfilment (Ship Bob vs. Amazon FBA)
4. Pricing & Promotions
   • Dynamic pricing tools (Reprice Express)
   • Flash sale psychology (Shein’s gamified drops)
5. Legal & Ethical E-Commerce
   • GDPR/CCPA compliance
   • Counterfeit prevention (Blockchain authentication)

Semester 3: Specializations

Track 1: Global E-Commerce Expansion

1. Cross-Border E-Commerce
   • Alibaba’s Tmall Global vs. Amazon Global Selling
   • Duties/taxes automation (Duty Calculator API)
2. Emerging Market Strategies
   • Jomart’s India penetration
   • Pinduoduo’s group-buying model

Track 2: Tech-Driven E-Commerce

1. AI & Automation in E-Commerce
   • ChatGPT for product descriptions
   • AI-powered visual search (Pinterest Lens)
2. Web3 & Metaverse Commerce
   • NFT loyalty programs (Nike’s .SWOOSH)
   • Virtual storefronts (Decentraland)

Electives (Choose 2)

• Subscription E-Commerce (Dollar Shave Club economics)
• Live Commerce (TikTok Shop streams)
• Agri-Tech E-Commerce (Ninja cart’s B2B model)
• E-Commerce Fraud Prevention (Kount/Forter solutions)

Semester 4: Capstone & Industry Immersion

1. Live E-Commerce Project
   • Launch and scale a Shopify store ($10K simulated ad budget)
   • Optimize Zalando’s marketplace SEO
2. Internship with Industry Leaders
   • Roles:
     • Amazon Marketplace Strategist
     • Meesho’s Growth Hacking Team
3. Certification Lab
   • Google Ads Shopping Certification
   • HubSpot E-Commerce Marketing
4. Thesis Options
   • "AI-Generated Product Videos for Conversion"
   • "Social Commerce ROI: TikTok vs. Instagram"

Innovative Learning Components

• E-Commerce War Rooms
  • Simulate supply chain crises (Suez Canal blockage impact)
  • Black Friday site crash recovery drills
• Tech Sandbox
  • Hands-on with:
    • Shopify Hydrogen (Headless commerce)
    • ChatGPT + Zapier automation
• Global Study Tours
  • Shenzhen (Electronics supply chain hubs)
  • London (D2C brand incubators)