Robust Resources to Help You
Teach Your Best Class from Day One
Allison’s “E-Commerce” courseware helps you keep your course up-to-date with current trends in the e-commerce field. This courseware takes students through the essentials of online business, introducing them to strategy development, communications with clients, creative development, and so much more. Real-world problems, competitive small-group activities, and insights from successful e-commerce professionals will help students stay engaged and excited about the material.
Table of Contents
Describe the technical terms and framework of e-commerce, evolution of the internet, and the driving forces of e-commerce
Identify how to effectively define the e-commerce marketplace, factors of e-commerce competitiveness, and apply effective conversion rate optimization.
Demonstrate how to prepare for security threats and how to solve them
Describe the cultural and societal influences, legal factors, and external environment analysis in e-commerce
Define the different types of goals and metrics of e-commerce analytics
Emphasize the significance of the pandemic impact to supply chain, and the supply chain methods to support e-commerce.
Demonstrate how to create an inspiring digital experience in the e-commerce marketing landscape
Discover the usage of CRM in e-commerce, challenges of CRM in e-commerce, and the management of sales in e-commerce
Define best customer service practices in e-commerce, and customer data modeling in e-commerce
Identify the digital transformation in e-commerce as well the future perspectives to come.
Essentials of Online Business
Expand Your Definition Of Courseware
Keeping Content Current
The media and materials included with the E-Commerce courseware make it an in-depth teaching tool. The content is updated yearly so you can be sure you’re teaching up-to-date principles.
Support for Students
The Stukent Support Team simplifies the learning process for students and educators. Anyone who uses Stukent courseware automatically has access to Stukent's support team to answer any courseware and technical-specific inquiries.
About the Author
Dr. Kyle Allison
Dr. Kyle Allison is The Doctor of Digital Strategy. He is an author, business and marketing professor, consultant, and senior executive in the e-commerce and digital marketing industry. With close to two decades of experience in e-commerce, Dr. Allison has held positions up to c-level, leading teams in e-commerce merchandising, digital marketing, operations, UX, creative, and web design. Having worked for some of the top retail and e-commerce organizations in the industry, from Best Buy, Dick's Sporting Goods, VF Corporation, and The Exchange, Dr. Allison has led high-impact digital strategies in technology, marketing campaigns, e-commerce experiences, and more. He has worked in all e-commerce channel types from B2B, D2C, and B2C. Focused on enthusiasm, education, and excellence, the core of the business strategy is in all pillars of his academic and professional work experience. Dr. Allison is a passionate professor with experience teaching and developing courses in a wide variety of digital marketing, e-commerce, digital analytics, marketing, management, and business subjects at various colleges, including Wake Forest University, University of Texas at Dallas, University of Florida, St. Edward’s University, University of Wyoming, Texas Christian University, Amberton University, and others. He has built academic programs and taught at all educational levels, including the doctoral level. In addition, he serves as a DBA doctoral chair focused on guiding the next generation of business scholars and doctors. Having written quick study guides, marketing and e-commerce textbooks, Dr. Allison has provided scholarly insight and direct executive experience in his writing. Application to the real world is the core of his author spirit, along with meeting the learning outcomes of the material. Dr. Kyle Allison holds a DBA, MBA, and BA, all focused on business leadership and communication fields.
Robust Resources to Help You Teach Your best Class from Day One
Table of Contents
Chapter 1: Developing a Marketing Communications Campaign
Describe how the new business process works and recognize the best practices for preparing a new business pitch.
Chapter 2: Internal Communications and Management
Identify how to effectively organize and lead a group, possess strong team communication skills, and apply effective management techniques to optimize performance.
Chapter 3: The Client Briefing
Demonstrate how to prepare for a client briefing.
Chapter 4: Interpreting the Briefing
Articulate how to bring the right answers to clients and make sure the agency is heading in the right direction.
Chapter 5: Learning What You Don’t Know
Define the different types of research and how to develop a research plan for understanding what you don’t know after your client briefing.
Chapter 6: Strategy Development
Emphasize the significance of strategic thinking in resolving marketing challenges, and distinguish between brand vision, purpose, and mission.
Chapter 7: The Communications Brief
Demonstrate how to create an inspiring communications brief.
Chapter 8: Media Plan Development
Determine the best places to run advertising to reach goals and describe the strengths and weaknesses of different media choices.
Chapter 9: Creative Development
Define different types of advertising and how to create big ideas.
Chapter 10: Does the Work Work?
Identify how to measure the success or failure of your advertising before you spend potentially millions of dollars running the work
Chapter 11: Presentation Skills
Demonstrate effective presentation skills, the importance of delivering presentations well, and how to deliver impactful final pitch presentations in a growing online world.
Chapter 12: Winning the American Advertising Federation (AAF) National Student Advertising Campaign (NSAC)
Describe how the American Advertising Federation (AAF)’s National Student Advertising Competition (NSAC) works.
Chapter 13: Pitch Example Briefing to Winning Presentation
Review real client briefing
Chapter 14: After the Presentation
Demonstrate the importance of standing back up once you’ve been knocked down and how to improve after assessing what went well and what didn’t.
Chapter 15: Advice from Current Pros in the Business*Content Subject To Change
Key Learning Objectives
75+ Educator Resources
Auto-graded midterm exam (50 questions)
Test bank (100 questions)
Comprehensive project student guide
Sample syllabus | schedule
Auto-graded final exam (50 questions)
4 case studies
Expand Your Definition of Courseware
Keeping Content Current
The media and materials included with the Advertising Campaigns and courseware make it an in-depth teaching tool. The content is updated yearly so you can be sure you’re teaching up-to-date principles.
Support for Students
The Stukent Support Team simplify the learning process for students and educators. Anyone who uses Stukent courseware automatically has access to Stukent’s support team to answer any courseware and technical-specific inquiries.
with LMS Integration
Single Sign-on | Rostering | Grade Book Syncing | Deep Linking