📚 Course Syllabus

Introduction to the Subject 1 hrs

In recent years, Information and Communication Technologies (ICTs) have evolved rapidly, transforming the way businesses conduct their activities (Wu and Hisa, 2008). They are introduced into organizations to optimize and support operational and business processes, which in turn boosts competitiveness and productivity. These technologies generate information in conjunction with platforms designed to facilitate the development and dissemination of knowledge, considered a key resource for economic activities (Tello, 2007).

In recent years, Information and Communication Technologies (ICTs) have developed rapidly, changing the way companies conduct their operations (Wu and Hisa, 2008). They are implemented in organizations to improve and support operational and business processes, thereby increasing competitiveness and productivity. These technologies generate information, along with platforms that support the development and dissemination of knowledge, an essential resource for economic activities (Tello, 2007).

Beyond the Internet, the infrastructure of many businesses has evolved toward digital, driven by the increasing intertwining of products, processes, and services. According to Bharadwaj et al. (2013, p. 471), digital technologies are 'fundamentally transforming business strategies, operational processes, enterprise capabilities, as well as products and services, and key relationships between firms in extended business networks.' For these authors, the role of ICT should be considered not only as a functional aspect of strategy, but aligned with the overall business strategy.

In this context, marketing is presented as an essential component of business strategy and has experienced rapid evolution in its application through the Internet and ICT (De Swaan Arons, Van den Driest and Weed, 2014).

Thus, digital marketing, also known as Internet marketing or electronic marketing, which refers to the use of ICT in marketing practice, becomes crucial for businesses, as it facilitates the approach to customers, allows them to understand them better, adds value to products, expands distribution channels and encourages increased sales (Chaffey and Smith, 2013).

1.1 Introduction to Electronic Marketing 1 hrs

In recent years, the theoretical concept of digital marketing has evolved comprehensively, exponentially, and also variably, with different types of digital marketing identified. Some organizations have worked on and communicated the need to achieve digital marketing without abandoning traditional marketing. Thus, business organizations are evolving their marketing strategies, especially as marketing usage and dynamism increase, creating challenges for those who lead or manage marketing departments. Furthermore, and in parallel, organizational strategic support has also evolved, and there are various types and methods for implementing it.

Digital Marketing encompasses all efforts to market our business's products or services online. Its main purpose is to connect with potential customers so that business objectives can be achieved.

Digital marketing uses various strategies to:

• • Connect with the potential client.
• • Attract him to the business.
• • Convert them into a prospect (lead); that is, a client who shows interest in the solutions you can offer.
• • Getting this potential client to become a real client.
• • Build loyalty in new customers so they become repeat customers, or recommend you to other potential customers.

In this sense, digital marketing and strategic support go hand in hand to achieve the objectives to be fulfilled by the different organizations, since any topic related to organizational administration or business management is open to all possibilities and strategies that are developed under this scheme, both concepts seeming inseparable and generating an important binomial between those who use them as cutting-edge administrative tools.

One of the definitions of marketing that best fits current realities would be that of Monroy (2014), which states that marketing seeks to understand the market and all the needs and desires that may exist, so that through the development of plans and strategies with a logical sequence, not only are these needs met, but a value greater than expected is also delivered, allowing for the creation of profitable relationships with which, in return, sales items, profits and long-term customer value are obtained.

This definition is complemented very well by Lovett (2012), who explains that these desires are established by the society in which we live and the environment in which we develop and operate; that is, they are shaped by consumer culture. When these desires are within our economic reach, we can say that they become demands, which ultimately become the determining component of any company's revenue projection, since their profits are derived from them.

To complement the previous definitions, Pressman (2005) is cited, who states that any element of marketing must be focused on the customer, in devising different ways to win them over, retain them and gain their loyalty by delivering superior value in the products and services offered.

However, before these processes can be implemented, it is first necessary to understand how their needs and desires manifest themselves, and this requires a meticulous analysis of these factors. In marketing, there are forces that affect a company's behavior and can work against or in its favor. These forces require constant monitoring and control to prevent them from affecting the company's ability to serve its customers, with the goal of developing relationships that remain stable over the long term.

For all these reasons, a marketing manager must be attentive to the inherent changes in production systems, and regarding the profile of this person, the magazine Marketing Digital (2019) states that the marketing manager is someone who understands the masses and knows how to lead them, in order to work towards the efficient fulfillment of a task or goal. This is a professional with charisma in their personality, and who is additionally consistent in their actions and words, which is why they inspire security in their team. This is why these people become authentic leaders in their environments, companies and work teams, understanding this concept from the perspective of Fisher, Sharp & Richardson (1998), which coincides with Chiavenato (2007), Earls & Forsyth (1991), Hersey et al. (1998) and Pérez-López (1998) and Rodríguez-Ponce et al. (2016), in their view that the actions of leaders are normally reflected in the actions they perform in their companies and in social life itself, through external behaviors, the way they see life, the way they interact, and a series of congenital variables that in turn make them different from one another. It is also important to emphasize the need for these leaders to have highly developed competencies related to emotional intelligence, as pointed out by Goleman (2015) and Maxwell (2007).

In this regard, Robles-Francia et al. (2013) conclude that a charismatic marketing manager has a more affective, effective and efficient influence on the company in question, and that this is the driving force behind its development, arguing that “in order to predict which style of behavior will be more efficient, it is necessary to know the most relevant facets of the situation where digital marketing occurs. These approaches emphasize the importance of contextual factors, such as the nature of the task, the availability of human and material resources, organizational characteristics and the attributes of subordinates. They are theories based on the assumption that different behaviors and styles are effective under different situational conditions, and that there is no single, optimal behavior for all situations.”

There are approximately 3.8 billion active social media users. Social media advertising spending increased by almost 30% in 2021 compared to 2020. Instagram helps at least 80% of its users make the decision to purchase a product or service. TikTok was the most downloaded app in the world in March 2021, with more than 115 million downloads. Around 75% of millennials watch videos on social media daily. Year after year, smartphones are consolidating as the devices of choice for searches, while desktop computers are increasingly falling in preference for performing this type of action. At least 28% of people who search for a local business through their smartphones make a purchase. When it comes to influencer marketing, micro-influencers are gaining increasing prominence.

During the third quarter of 2020, compared to the third quarter of 2019, the number of influencers using the #ad hashtag in their posts increased by 10.6%. Videos are the most used tool in content marketing, followed by blogs and infographics.

Globally, 70% of marketing professionals actively invest in content marketing. In Latin America, the percentage drops to 50%. However, the trend in the region is to invest increasingly in this type of marketing.

Today, despite the fact that we've been immersed in a digital world for several years, many companies still don't take full advantage of all the potential benefits this situation offers. Therefore, those who do can significantly advance their competitors.

1.2 Online marketing 1 hrs (8 hrs)

Online marketing, also known as digital marketing, consists of a set of strategies that use digital media to promote products or services.

Characteristics

• Allows you to measure and personalize digital marketing in real time.
• It is based on internet technologies and digital platforms.
• It is essential to build brand presence and generate sales.
• Includes content management, public relations, online reputation, customer service, and sales.

Advantages

• Attract new customers and foster loyalty.
• Improves brand visibility.
• Facilitates interaction and closeness with customers.
• It is flexible and adaptable, allowing control and correction in real time.

1.3 Online market research 2 hrs

Online market research is a technique for gathering market and consumer information via the internet. It can be used to understand your target audience and develop marketing strategies.

Online Market Research is a research method in which the data collection process is conducted over the Internet.

Online market research can be qualitative or quantitative. Qualitative online tools include video ethnography and market research online communities (MROCs). Quantitative online methods include mobile and app surveys.

This research can evaluate the performance of a product or service and can allow companies to gain insight into consumer purchasing behavior. With the increasing use of the Internet, online research has become a popular tool among market research firms.

Online research can provide additional information about a buyer, such as their past purchasing history. Online research projects can be conducted by the company itself or by a contracted research firm.

In recent years, there has been a substantial increase in the number of registered home Internet users, which has made online shopping more popular.

As businesses have become more global and virtual, their target audiences have expanded far beyond any specific geographic location. A company can conduct an online survey, selecting respondents from around the world, in a less costly manner than through mail, telephone, or in-person interviews.

Conducting online research can be a complex procedure and may require considerable expertise on the part of researchers to obtain accurate data.

Recruiting participants for online research can be difficult for several reasons. Recipients may be reluctant to participate in online research because they may fear that the privacy and confidentiality of their personal information will be violated. Since the researcher's identity cannot be fully verified, people may find it difficult to trust such research methods.

Researchers often present participants with monetary or non-monetary rewards for their participation. Participants may be wary of monetary compensation promised online.

Another common practice for online surveys is the use of online panels. An online panel is a group of selected individuals who have agreed to participate in online research projects for a particular company at specific intervals over a period of time. These participants are selected through a screening process based on their demographics, lifestyles, and habits, and the research company typically rewards their efforts regularly.

Online dashboards can allow businesses to gain insight into how to build long-term relationships with their customers.

These panels can also allow customers to provide direct feedback on products and services without the potential reluctance that can occur in face-to-face interactions. Online panels can also mitigate the bias caused by peer pressure to agree on a particular point of view, a phenomenon that can occur in in-person panels.

Tools

• Online surveys.
• Online observation.
• Focus group online.
• Online communities.
• Google Trends.
• SurveyMonkey.
• SEMrush.
• Qualtrics.
• Statista.
• Google Analytics.

Steps to conduct online market research:

• Define the objective of the research.
• Use keywords to find out what users are searching for.
• Read industry-related blogs.
• Study the competition.
• Conduct effective online surveys.
• Plan the research process.

The results of online market research allow:

• Identify opportunities.
• Evaluate the competition.
• Profile the client.
• Optimize campaigns.

1.4 Definition of Electronic Commerce and Business 1 hrs

Online transactions that take place on mobile devices are known as mobile commerce or m-commerce. Business e-commerce is the buying and selling of products to large companies or organizations. M-commerce and business e-commerce are two examples of e-commerce.

E-commerce offers people the convenience of shopping from their computers, phones, tablets, and other devices. They visit websites, social media pages, and other virtual channels to find what they're looking for. Entrepreneurs, startups, small and medium-sized businesses, and large retailers can use e-commerce to reach customers around the world.

Selling online can be a company's sole source of income or it can be part of a multi-channel sales strategy. For example, a large retailer might adopt an online sales channel, or an entrepreneur might sell a small number of specialized handmade products through social media such as Facebook, Instagram, or Pinterest.

E-commerce takes many forms, as there are different ways to interact with online channels. For example, sellers and buyers exchange products and services through m-commerce, business-to-business commerce, and social selling destinations like Amazon Live.

These are some common business models:

• B2C: Businesses sell to individual consumers, sometimes referred to as “end customers”.
• B2B: Businesses sell to other businesses . Often, the buyer resells the products to the consumer.
• C2B: Customers sell to businesses. C2B companies allow customers to sell to other businesses.
• C2C: Consumers sell to other consumers. Businesses create online shopping destinations to connect customers.
• B2G: Businesses sell to governments or government entities.
• C2G: Consumers sell to governments or government entities.
• G2B: Governments or government entities sell to businesses.
• G2C: Governments or government entities sell to consumers.

Business models can also vary. You can make direct sales, offer subscriptions to customers, or make money through affiliate marketing and other methods.

An e-commerce website is a virtual store where customers can find products, search for deals, and make purchases online. It facilitates the transaction between buyer and seller.

An e-commerce business is a company that generates revenue by selling products or services online, or uses the internet to find potential customers. For example, you might sell software, clothing and accessories, household goods, or web design services. You can run an e-commerce business from a single website or through multiple online channels, such as social media and email.

From the convenience of shopping from home to the wide variety of products available, the advantages of e-commerce are undeniable. In this section, we'll explore in detail how e-commerce has transformed the shopping experience and provided benefits to both businesses and consumers.

• 1. Convenience and accessibility: One of the most obvious advantages of e-commerce is the convenience it offers consumers. With just a few clicks, users can access a wide range of products and services from the comfort of their homes or mobile devices. This accessibility eliminates geographic and time restrictions, allowing transactions to be conducted anytime, anywhere.
• 2. Scalability and Expansion: E-commerce provides businesses with the ability to expand their reach and grow scalably without the need to invest in expensive physical infrastructure. Through online platforms, companies can reach a global audience, overcoming geographical limitations and maximizing their growth potential.
• 3. Personalization and Segmentation: The ability to personalize the customer experience is one of the key advantages of e-commerce. Companies can use behavioral and preference data to offer tailored recommendations and promotions, increasing the relevance and effectiveness of their marketing strategies.
• 4. Operational efficiency: E-commerce allows businesses to automate processes and reduce operating costs. From inventory management to payment processing, automating routine tasks streamlines business operations and improves overall efficiency.
• 5. Greater geographic reach: Unlike physical stores, which are limited by their geographic location, e-commerce offers businesses the opportunity to reach customers worldwide. This ability to reach new markets expands growth potential and increases revenue diversification.
• 6. Data analytics to improve customer experience: E-commerce provides a wealth of data on customer behavior and preferences. Businesses can use data analytics to better understand their audience, identify purchasing trends, and continuously improve the customer experience.

Despite its numerous advantages, e-commerce also faces a number of challenges that must be addressed. From security concerns to the lack of human contact, these disadvantages raise questions about e-commerce.

• 1. Lack of human contact: Unlike in-person transactions, e-commerce lacks direct human interaction between seller and customer. This lack of contact can make it difficult to build strong customer relationships and limit the ability to provide personalized service.
• 2. Security concerns: As online transactions increase, so do concerns about data security and privacy. Consumers fear the theft of personal and financial information, which can undermine their trust in e-commerce platforms and reduce their propensity to shop online.
• 3. Intense Competition: E-commerce has democratized market access, meaning barriers to entry are lower than ever. This has led to market saturation and fierce competition between companies, making it difficult for businesses to stand out and capture consumers' attention.
• 4. Shipping and return costs: Despite the convenience, shipping and return costs can discourage consumers from shopping online. High shipping costs and complicated return policies can affect customer satisfaction and decrease conversion rates.
• 5. Connectivity Dependence: E-commerce relies heavily on internet connectivity, which can be a challenge in areas with limited infrastructure or unstable connections. Lack of reliable internet access can limit businesses' reach and negatively impact customer experience.

E-business refers to digitally enabled transactions and processes within an organization, involving information systems under the organization's control. Additionally, e-business does not include commercial transactions that involve an exchange of value across organizational boundaries.

For example, an organization's online inventory control mechanism is a component of e-business, but such internal processes do not directly generate revenue for the organization (Laudon and Guercio Traver, 2017).

According to this, e-commerce consists of commercial transactions conducted over the Internet, while e-business uses information technology and information systems, seeking to improve processes and transactions within organizations. However, it should be noted that an organization's technological infrastructure is fundamental to both e-commerce and e-business.

UBIQUITY. It refers to the fact that e-commerce is available anywhere and at any time of day, allowing consumers to purchase from a computer, a mobile device, at home, in their car, or wherever they happen to be. The result of this is a market space.

That is, the traditional boundaries of space and time are transcended. Ubiquity, therefore, reduces transaction costs and cognitive energy (Laudon and Guercio Traver, 2017).

GLOBAL REACH E-commerce technology enables commercial transactions across regional, national, and cultural boundaries. The potential market size for e-commerce is equal to the size of the global online population (Laudon and Guercio Traver, 2017).

UNIVERSAL STANDARDS: A striking feature of e-commerce is that the technical standards of the Internet, and therefore the technical standards used in e-commerce, are universal standards shared by all nations around the world. These standards have no cost; they simply need to be met. Therefore, market entry costs are lower, as are search costs. This allows for price discovery and network externalities (Laudon and Guercio Traver, 2017).

WEALTH. E-commerce has the potential to offer richer information because it allows for interactivity and tailors messages to the user's needs. An example of this is the role of virtual advisors.

Additionally, wealth enables the sale of more complex services and goods, which previously required face-to-face contact (such as financial and tourism services, for example) (Laudon and Guercio Traver, 2017).

INTERACTIVITY. Websites offer consumers spaces such as forums and social media platforms for sharing experiences with the services and products offered. This is the case with Like and Share buttons, which provide consumers with the opportunity to interact with the business and other consumers (Laudon and Guercio Traver, 2017).

PERSONALIZATION. In e-commerce, personalization can be viewed from two perspectives. The first is the targeting of marketing messages according to consumers' needs, interests, and previous purchases. The second perspective is the consumer's ability to personalize the product or service based on their preferences (Laudon and Guercio Traver, 2017).

SOCIAL TECHNOLOGY E-commerce allows users to create and share content with the web community. Using these forms of communication, users are able to create new social networks and strengthen existing ones (Laudon and Guercio Traver, 2017).

These spaces benefit organizations because they allow for interaction between them and consumers, allowing them to gain insights into their opinions and suggestions, which the organization can then use to improve and innovate products and services, among other things.

E-commerce can take many forms depending on the degree of digitalization of the product, the purchase/sale process, and delivery. When the product, the purchase/sale process, and delivery are digital, it is referred to as pure e-commerce (Turban and Volonino, 2010). An example of pure e-commerce would be purchasing an e-book, paying electronically and generating a download link.

Partial e-commerce is when the product, the purchase/sale process, or the delivery process are not digital. For example, when a shirt is purchased from an online store, payment is made digitally, and delivery is via a shipping company. This is a clear example that illustrates that not the entire process is entirely digital.

1.5 Opportunities and risks of online business 2 hrs

E-commerce has created new ways of doing business, redesigned customer relationships and exchange mechanisms, and impacted the regional, national, and global environment. The primary opportunities for generating business via the Internet are:

Network space is used to share information. The system is not for profit; essentially, no products are sold.

• The Internet is a communication channel
• There is no editorial cost when posting information
• It has no distribution cost
• It has a pre-active, global and well-informed audience
• It is interactive
• It is continuously accessible globally.

Companies that fail to understand the Internet phenomenon will be swallowed up by their more savvy competitors or substitutes. As a commercial medium, the Web presents the following deficiencies derived from both its technology and its interactive nature.

Credit card fraud. Online credit card transactions are classified as card-not-present by credit card issuers.

This means that if a cardholder files a dispute alleging they haven't received an item, the business owner is responsible for refunding the funds, even if the item has already been shipped. In contrast, brick-and-mortar merchants require a signature on the receipt and rarely face accusations of fraudulent charges. Online sales carry the risk of having to cover fraudulent orders.

E-Commerce:

• It has generated new ways of doing business.
• It has transformed business relationships with customers and methods of exchange.
• It has influenced the regional, national and global environment.

Benefit: It's easier to locate and reach customers. Few companies offer products that appeal to everyone. Most products are geared toward a specific market, such as teenagers, new mothers, or healthcare professionals. In particular, specialized markets, such as those who consume only raw foods, are known as niche markets.

Marketing to a specific market can be challenging and often involves targeting a large volume of people in the hopes of capturing the interest of a few buyers.

1.6 Important elements in the design of successful websites 2 hrs

Key elements of successful website design include navigation, visual identity, call to action, and mobile optimization.

Navigation

• Navigation should be simple and easy to use.
• Larger sites should have clear navigation, organized by categories.

• Visual identity encompasses the brand's colors, fonts, and logos.
• The color palette should evoke emotions and establish a coherent atmosphere.

• Call-to-action (CTA) buttons direct visitors to take specific actions.

• The site must be compatible with all screen sizes.
• Responsive design ensures an optimal experience on all devices.

• High-quality content
• Good performance
• High security
• Relevant business information
• Contact information
• Social media presence
• Reliable web hosting

DreamHost believes that web design is an art form, allowing for calculated and reversible risks.

In today's digital environment, having key elements in successful website design is essential for any business or professional who wants to stand out online. A website is no longer a luxury, but a necessity, as it generates trust, security, and visibility for both the brand and users.

When looking to purchase a product or service, buyers often conduct initial research online, which makes it easier to access firsthand information through our website.

However, the question arises: what are the essential elements of a successful web design that is secure and helps communicate and achieve the desired goals? In this blog, we'll delve into the fascinating world of effective web design and explore tips, tools, and platforms that will help you incorporate the key elements of a successful website.

2.1 Introduction to business models 2 hrs

A digital business model focuses on the marketing of digital services and products, such as software, applications, online content, and more. Today, these business models have emerged as a constantly expanding trend, driven by the impact that technology has on the business world. In this article, we'll delve into what digital business models are and how they operate in today's market.

A digital business model is a business strategy that uses technology to create and deliver value to customers. Its popularity has grown due to the increasing use of the internet and the growing demand for digital services and products. Unlike traditional models, these focus on the sale of digital services and products, such as software, applications, and online content.

The main objective of digital business models is to establish a sustainable and scalable system that allows companies, regardless of their size, to maximize their reach and profitability. They also focus on implementing advanced technologies to automate processes and reduce costs, allowing them to offer more competitive prices.

Today, digital business models have become essential tools for companies seeking to innovate and adapt to an increasingly competitive market. A digital business model is defined as the way a company uses technology to generate value and generate profits. In other words, it is the strategy a company uses to create, deliver, and capture value through digital channels.

One of the best-known digital models is 'freemium', which applies to applications and online services. This model consists of offering a free basic version of a service or application, while charging for additional features and enhancements. Additionally, some companies opt for a subscription model, where customers pay a monthly or annual fee to access exclusive content or services.

Likewise, digital business models open the door to new opportunities. For example, many companies are adopting blockchain technology to develop business models focused on asset tokenization. This technology allows an asset or good to be converted into a digital token that can be transferred and verified on a blockchain.

A token is a digital unit of value that symbolizes an asset, such as a currency, stock certificate, real estate, or artwork, among others. This allows companies to develop new forms of financing and monetization, which is especially beneficial in sectors such as art and music.

Digital business models have several characteristics that distinguish them from traditional models. Here are some of the main characteristics of digital models:

Digital business models are based on technology and the digitalization of processes. Products and services are delivered through digital channels, and digital tools are used to manage and optimize these processes.

Digitalization is essential for the success of digital business models. Consumers today expect companies to offer easy, fast, and personalized user experiences.

By digitizing processes and services, companies can provide online solutions that are more accessible and convenient for customers.

Digital business models have the ability to scale rapidly in response to increased demand. This is because digital products and services can be replicated and distributed on a large scale without incurring significant additional costs.

Scalability is one of the most notable characteristics of digital business models, as it refers to a company's ability to grow and expand without a significant increase in fixed costs. In other words, the company can serve a growing number of customers without increasing its expenses proportionally.

In the digital environment, scalability takes on a significant importance due to the rapid growth and evolution of the market. Successful digital business models often face high demand in a short period of time, which means the company must be agile to meet this need without compromising profitability.

Furthermore, scalability is essential to maintaining competitiveness in the digital marketplace. Companies that scale quickly can capture greater market share and outperform their competitors. Furthermore, those with scalable business models are more attractive to investors, as their growth and profitability potential is high.

Digital business models facilitate greater customization of products and services, adapting them to customers' specific needs. This is achieved through the use of data and algorithms that analyze consumer behavior, allowing for the provision of tailored solutions.

Digital business models that don't consider personalization are missing out on a valuable opportunity to differentiate themselves in an increasingly competitive market. Customers expect personalized and relevant experiences; otherwise, they're likely to turn to competitors for options.

Digital business models are interconnected with other digital systems and platforms, allowing them to offer complementary products and services through partnerships and collaborations.

Interconnectedness is essential to the success of these models. In an increasingly connected world, consumers crave a seamless shopping experience where they can interact with a brand across multiple channels and devices.

Therefore, digital business models must be designed to allow for the integration of different systems and technologies, ensuring effective communication between them.

Furthermore, it's essential because it enables companies to offer more comprehensive and satisfactory customer service. For example, customers can interact with a company through various channels, such as a mobile app, online chat, or social media. All of these channels are interconnected, allowing customers to start a conversation on one channel and continue it on another without having to repeat their question or information.

Finally, digital business models employ various monetization strategies, such as:

• Advertising;
• The sale of products and services;
• Subscriptions;
• The freemium model;
• Among others.

These strategies allow companies to generate revenue from different sources and adapt to specific market and customer needs.

In short, digital business models are based on technology and the digitalization of processes, which allows them to be:

• Scalable;
• Customized;
• Interconnected;
• Agile;
• And offer multiple monetization strategies.

These characteristics make them the ideal option for creating new businesses and the digital transformation of traditional companies.

2.2 Classification of business models 2 hrs (12 hrs)

There are various digital business models that can be used to create and manage online businesses. Below are some of the most common models:

1. Online direct sales model: This model is based on offering products or services directly to the customer through an online store. The company handles the entire sales process, from website management to product or service delivery.

2. Online advertising model: This model focuses on generating revenue through digital advertising. The company can create its own website or social media platform and monetize it through paid ads, in addition to using advertising to promote products or services.

3. Subscription model: In this model, subscriptions are sold to access digital products or services. The company offers exclusive content, tools, applications, consulting, or any type of digital content to subscribers, who pay a monthly or annual fee.

4. Intermediary model: This model allows the company to act as an intermediary between the customer and the supplier of products or services. The company operates an online platform that connects customers with suppliers and charges a commission for each transaction made through it.

5. Licensing or franchising model: This involves selling licenses or franchises that allow others to use a technology, product, or brand. The company generates revenue through the sale of these licenses and may also earn royalties from the sale of products or services that use the technology or brand.

6. Collaborative economy model: This approach is based on collaboration between users to create value and generate revenue. The company develops an online platform that facilitates connections between suppliers and customers, benefiting from the transactions.

7. Ecosystem model: This involves creating a digital ecosystem where different companies and users can interact and offer their products and services. This approach seeks to generate value through collaboration and joint innovation. Examples of this model include Apple, Google, and Facebook.

This model encompasses the sharing economy, the circular economy, and the access economy, among others.

1. Freemium: Refers to a service that offers a free basic version of a product or service to attract users, who are then given the option to upgrade to a premium version with additional features for a fee. Examples of this model include Spotify, Dropbox, and LinkedIn.

2. Market model: this model facilitates the connection between supply and demand in a digital environment, where suppliers present their products or services to customers through a digital platform. Examples of this model include Airbnb, Amazon, and Uber.

3.1 Internet 3 hrs

The Internet is a vast network of globally interconnected computers that facilitates the exchange of information. It consists of a set of devices that communicate with each other using a common language.

The term 'Internet' refers to a vast worldwide network of computers linked by various types of connections, such as satellites, radio, or submarine cables. This global network enables the exchange of information and has several characteristics: it is inexpensive, accessible, easy to use, popular, and generates employment for many people. The notion of a computer network is as old as computing itself. Essentially, a network consists of two or more connected devices, allowing people to communicate and share resources such as printers, files, and even databases. By being interconnected, computers increase their efficiency and productivity.

Some refer to the Internet as 'The Network of Networks' and others as 'The Information Superhighway.' Indeed, it is a Network of Networks, as it is formed by linking numerous local computer networks, which are groups of computers located in the same building or business. Almost every country in the world has Internet access. In developing nations, only people with high incomes can connect, while in more advanced countries, connection is generally easier.

An astonishing amount of information constantly circulates on the Internet, which is why it is also known as the Information Superhighway. Currently, there are 200 million 'Internet users'—people who surf the Internet—around the world.

One of the advantages of the Internet is that it allows connection to all types of computers, from personal computers to large systems that occupy entire rooms. In addition, we can find video cameras, robots, and beverage vending machines connected to the Internet.

3.2 Mobile Terminals 3 hrs

Mobile terminals are devices that allow users to connect to mobile telecommunications networks and access services such as telephony. These can include electronic devices such as smartphones or tablets, as well as portable devices such as PDAs.

Mexico ranks twelfth in the e-commerce market, with projected revenues of US$52,580.2 million by 2025, surpassing Spain. Revenues are anticipated to exhibit a compound annual growth rate (CAGR 2025-2029) of 18.5%, resulting in an estimated market volume of US$103,707.4 million by 2029. With an expected increase of 24.5% in 2025, the Mexican e-commerce market will contribute to the global growth rate of 9.8% for that year. As in Mexico, global e-commerce sales are projected to increase in the coming years. ECDB analyzes seven segments within the Mexican e-commerce market.

The electronics sector is the largest, representing 22.6% of e-commerce revenue in Mexico. It is followed by Hobby & Leisure with 21.5%, Fashion with 20.7%, Furniture & Home with 11.3%, DIY with 8.8%, Care Products with 8.7%, and Food with the remaining 6.4%.

Online e-commerce market share in Mexico

Online market share represents the proportion of retail volume that is made online. This includes purchases made on desktop computers, tablets, or smartphones, whether through websites or apps. Only the retail sale of physical goods is considered. In the Mexican retail market, the online market share is 11.5% and is expected to increase by an average of 5.0%, reaching 14.1% by 2029.

The five most popular payment methods in the Mexican e-commerce market are as follows: with 81.2%, VISA is positioned as the most used payment method across all online stores in 2024. Mastercard is next with a 79.8% share and American Express with 71.2%. Card payment is the most commonly used method by online retailers in Mexican e-commerce in 2024. Other frequently used payment methods in this market include PayPal (e-wallets) at 75.5% and cash on delivery, used by 36.1% of stores that offer this option to their customers.

Source:

https://ecommercedb.com/

3.3 ERP 2 hrs

Enterprise resource planning (ERP) is software that organizations use to manage daily activities such as accounting, procurement, project management, compliance, and supply chain operations. A comprehensive ERP solution includes data analysis and financial management tools to facilitate planning, budgeting, and reporting of financial results.

ERP systems optimize the flow of data between business processes by collecting transaction information from various sources, eliminating duplicates, and providing a single source of truth. Today, they are essential for thousands of companies of various sizes and industries.

These systems manage day-to-day business activities, encompassing accounting, finance, inventory management, supply chain management, and manufacturing.

ERP systems manage the daily activities of businesses, including accounting, finance, inventory management, supply chain, and manufacturing. They can be hosted on-premises or in the cloud and support areas such as financial management, human resources, and production. These systems provide transparency into business processes by monitoring aspects such as production, logistics, and finance.

Acting as the central hub of the business, these integrated systems allow various departments to access workflows and data in a cohesive manner. ERP systems are versatile and adapt to different industries, improving efficiency and optimizing the organization's resources.

What is the difference between ERP and finance?

Although 'finance' is frequently mentioned in the context of ERP software, they are not the same. Finance represents a set of modules within the ERP system, including accounting, revenue management, invoicing, asset management, among others.

These modules include accounting, revenue management, invoicing, asset management, and more.

Financial software employs reporting and analysis capabilities to meet the requirements of regulatory bodies, such as the International Financial Reporting Standards Foundation (IFRS) and the Financial Accounting Standards Board (FASB) for generally accepted accounting principles (GAAP) in the United States, as well as for other countries, such as the German General Accounting Standards Board (HGB) and the French General Accounting Standards Board (PCG).

For public organizations, financial software must be able to generate periodic financial statements for government regulators, such as the U.S. Securities and Exchange Commission (SEC) (including quarterly 10-Q and annual 10-K reports), the European Securities and Markets Authority (ESMA), and others. For this type of financial reporting, a narrative reporting tool is used. The person with ultimate responsibility for finances is the CFO.

3.4 Call Center 2 hrs

A call center is a workplace dedicated to making or receiving calls, as well as managing data and contacts. It is also known as a call center, switchboard, or call center.

Functions:

• Handle large volumes of incoming calls
• Make outgoing calls
• Optimize the telephone channel
• Improve customer relationships
• Increase company profitability

What is the difference between a call center and a contact center?

On the one hand, a call center, as its name suggests, focuses on handling customer calls. On the other hand, a contact center encompasses all types of touchpoints, including text messages, emails, online chat, phone calls, and more.

A call center is a specialized telephone service center dedicated to interacting with current and potential customers, providing quality service and creating positive customer experiences.

There are three main types of call centers:

• Inbound
• Outbound
• Virtual (contact center)

Each has specific functions and focuses.

The functions of a call center include customer service, inbound and outbound call management, problem resolution, market research, sales generation, and improving the customer experience through real-time interaction and the use of technology.

3.5 Web Center 2 hrs

A Web Center is a tool that allows companies to create websites, portals, and applications to assist their customers, employees, or collaborators in various processes. For example, if we want to develop a self-help portal or an application where customers can discover our product's features, available payment options, and contact us through social media, we must use a Web Center builder.

These builder programs offer functionality for uploading content, working collaboratively and connecting social networks, or chatting live with a customer service agent. This facilitates the creation of a highly interactive user experience.

How does a Web Center work?

A Web Center is an interface that provides access to different construction tools, which a developer or programmer will generally be more comfortable with. However, it becomes something more, as, once configured, it becomes the portal that agents, employees, or customers will use to carry out various business-related operations, without being limited to a specific area.

As a development tool, it offers a set of features and services (such as portlets, customization, and content integration) that facilitate user choice and simplify transactions within an application. Although development tools require some experience, they are not as complex as traditional programming. For example, pre-designed templates are available.

These include drag-and-drop modules, an intuitive user interface, and built-in teamwork features.

Web Center Features

These platforms can include various components, as many as the user needs. For example, if the user is a customer, you can offer a menu that allows them to access manuals, images, and videos, or even send emails.

Portlets

These are pre-coded modular components that are easily integrated into the user interface. Portlets allow users to access a wide variety of functions and services. Any existing portlet can be used in a custom Web Center application.

Developers simply register portlet producers and then drag and drop portlets directly onto their pages.

Content Integration

The architecture of a Web Center allows for the integration of content from enterprise databases and other documents that you want to display in the Web Center portal.

Adding a Search Framework

The search framework is one of the most common and valuable features of any application. It makes it easy to find information and people through a user-friendly interface. It also allows you to include enterprise-wide search capabilities from the Web Center.

Content Boxes

You can incorporate text components, images, page links, web pages, and site links into your Web Center.

Benefits of a Web Center

Once you've designed your Web Center, you'll discover that it can bring together tools and structures to manage various areas. A Web Center can often function as a customer management system, and its uses are limitless.

Some of the features you can include in your Web Center design, especially if you focus on customer service, include:

• Option to add announcements about activities and events relevant to the user.
• Integration of chatbots and live chats.
• Incorporation of a blog application.
• Provision of a group communication system and discussion forums.
• Connection to email and social media.
• Links to databases and documents.
• Links to other business modules.
• Search functions.
• Tags: allow you to assign one or more relevant keywords to a specific page or document.

These features contribute to designing a portal where customers can interact easily, adapting it to their diverse needs to foster a better long-term relationship. Among other benefits, this allows:

• It makes it easier for companies to manage their operational processes and communicate effectively with their customers.
• It facilitates communication between all members of the supply chain and customers, as the situation requires.
• It acts as a central point for storing digital files.
• It allows all information to be shared through the web center.

It integrates with other company systems, such as the Call Center system.

3.6 CRM 2 hrs

CRM stands for Customer Relationship Management, which refers to the set of practices, business strategies, and technologies dedicated to managing customer relationships.

With a CRM system, companies of any size can stay connected with their customers, optimize processes, increase profitability, and foster business growth.

CRM allows your company to move away from inefficient processes and manual tasks, thus facilitating the progress of your business. The platform organizes accounts and contacts in an accessible, real-time manner, accelerating and simplifying the sales process.

Instead of relying on sticky note reminders or spending hours analyzing spreadsheets, you can send leads to your sales team quickly and effectively. This way, all team members, regardless of their location or activity, will always have up-to-date information about customers and their interactions with the company. With data visible and easily accessible, collaboration becomes easier and productivity increases.

With a CRM system:With a CRM system:

• Attract more leads, close more deals, retain more customers, and begin growing your business with a 37% increase in sales revenue.
• Conversations are always personal, relevant, and up-to-date, resulting in a 45% increase in customer satisfaction.
• Improve your marketing ROI by using CRM.

Companies can choose between two types of CRM, depending on their needs and budget: Cloud CRM and On-Premise CRM.

On-Premise CRM, also known as On-Premise CRM, is hosted on a company's physical server and requires maintenance by its own IT team. In this case, the CRM software must be installed on the server or on a computer that functions as such.

Cloud CRM is based on cloud computing. It is an online CRM, meaning it is not installed on a computer and does not require your company to have a dedicated IT team to maintain the software. This is also the reason why online CRM is called software as a service (SaaS), as the entire infrastructure is managed remotely by a team of solution experts.

With a cloud CRM, your team can access the login page from anywhere, anytime, using a browser on any device or through the app.

Online CRM

Advantages:

• Available 24/7.
• It can be accessed from any location and mobile device.
• The initial investment is low.
• It requires no server maintenance and updates are performed automatically.
• It securely accompanies your business's growth.

3.7 CSM 2 hrs

Customer Success Management (CSM) is an area dedicated to guiding customers from the sale to post-sale support. Instead of relying solely on customer service agents, the CSM establishes a direct connection with customers and offers value propositions at key moments in the relationship.

In many ways, this methodology acts as a form of mentoring for customers, explaining the sales process and ensuring everything runs smoothly once the service or product is purchased.

In short, it is an approach that ensures customers achieve the desired results when using a company's solutions.

How relevant is customer service management to companies?

Not surprisingly, since 2020, 90% of US companies have chosen to incorporate a customer success function into their operations. Of these, 72% say improving these processes is a priority in their routine.

Although automation tools are ubiquitous and readily available, consumers still seek personalized services with a human touch. Customer Service Management (CSM) offers precisely that: personalized, personalized customer service. This allows for a better understanding of their needs and the development of strategies that help them achieve their goals more quickly through the brand's products or services.

Every company has experienced losing customers to competitors after a bad experience. A Harris International study revealed that 89% of people will switch providers after receiving inefficient customer service. By implementing CSM, companies can proactively help their customers use their products and services correctly, significantly reducing the number of support and assistance inquiries. Furthermore, Customer Success Management (CSM) involves thoroughly understanding customers and segmenting them according to their needs and goals. By focusing on providing specific, customized solutions, unnecessary expenses are avoided on aspects that are not relevant to the customer.

Standardization is essential to ensure consistent and efficient delivery of Customer Success services. Through this process, companies can:

• Establish clear workflows for various client interactions, ranging from initial onboarding to regular follow-up and contract renewal.
• Develop standard templates and documents for different types of client communications, such as welcome emails, progress reports, and satisfaction surveys.
• Implement a client management platform that allows you to store and access relevant information about clients, their needs, previous interactions, and contact information in one place.
• Provide ongoing training and education, ensuring everyone has a common set of skills and knowledge.

These benefits highlight the cost-effectiveness of this approach within organizations. However, you may still be unsure whether this applies specifically to your type of business.

To evaluate the implementation of Customer Success Management and its benefits for your business, it is important to consider several factors:

• Business model: Analyze how much your business relies on customer satisfaction and retention. If your company offers products or services that require a long-term commitment, CSM may be especially relevant.
• Customer churn: If you notice a significant number of customers leaving after a short time or not renewing their contracts, it's a sign that you could benefit from a CSM approach to retaining and maintaining your customers.
• Customer acquisition cost: If this cost is high, it's crucial to focus on retaining existing customers to maximize your return on acquisition investment.
• Growth opportunities: CSM can help you identify these opportunities and drive revenue growth through customer satisfaction and success.
• Current customer satisfaction: Conduct satisfaction surveys or collect feedback to assess how your customers perceive your products or services.
• Competitors: If they've already adopted CSM, they're likely enjoying advantages in terms of customer retention and business growth.
• Customer lifecycle: From onboarding to renewal or churn, a CSM can help you improve each phase and ensure customers get the most value from your offering throughout their entire journey.
• Available resources: Assess whether your company has the resources and structure to implement an effective Customer Success approach. A CSM strategy may require hiring additional staff and investing in technology, such as customer relationship management platforms (CRMs).

4.1 E-commerce legislation 2 hrs

The regulation of e-commerce in Mexico is framed by the Commercial Code, the Federal Civil Code, the Federal Code of Civil Procedures, the Federal Consumer Protection Law, among others.

1. E-commerce legislation: a phenomenon driven by globalization. Electronic transactions, which are mostly carried out today via the Internet, have become widespread globally. This has led to various initiatives from international organizations that have addressed e-commerce in their negotiations, such as the OECD (Organisation for Economic Co-operation and Development), WIPO (World Intellectual Property Organization), and the WTO (World Trade Organization), as well as regional bodies like the FTAA (Free Trade Area of the Americas) and the guidelines developed by UNCITRAL (United Nations Commission on International Trade Law). These guidelines have served as a model for many countries that have already incorporated or are in the process of integrating the document into their national legislation. This document, approved by UNCITRAL in December 1996, is the Model Law on Electronic Commerce, which has been a source of international law aiming to contribute to a uniform framework for international trade law.

2. E-commerce and Public Policies. The government of Mexico has played a crucial role in promoting and developing the use of information technology, using it as a tool to connect various agencies, companies, and citizens in general. On the international stage, the Mexican government has made several commitments to participate in international forums and coordinate internal public policy bodies.

The concrete actions have been:

1. To foster security and trust by strengthening the legal framework; regulations on security, information privacy, consumer protection, and codes of ethics.

2. To improve infrastructure, focusing on access and availability networks; establishing communication standards; optimizing government information systems; and developing accessible technologies for small and medium-sized enterprises.

3. To promote the use of e-commerce, through the Advisory Council for the Development of Electronic Commerce; offering training to merchants and industrialists; and adjusting regulations to facilitate the use of electronic means in financial and fiscal matters.

On April 30, 2019, NMX-COE-001-SCFI-2018 was published in the Official Gazette of the Federation. This Mexican standard (NMX) is the first to regulate e-commerce in detail and establishes the provisions that both individuals and legal entities must follow when offering, marketing, or selling goods, products, or services through electronic, optical, or any other technological means, either directly through their websites or through intermediaries such as Shopify, Amazon, Mercado Libre, among others.

NMX-COE-001-SCFI-2018 includes a series of recommendations on best practices for entering the digital market and developing an effective strategy in this area. This standard seeks to enrich and strengthen the protection of the various interests involved, which include users, companies, and producers.

One of the most prominent topics in the recommendations is Data Security and Protection, an aspect that constantly concerns consumers, especially as bad online practices become more widespread.

The standard allows consumers to more quickly and clearly identify which online stores they can shop at more securely, by strengthening the mechanisms that protect the confidentiality of the consumer's personal information and transactions.

When did it come into effect?

The NMX came into effect on May 1, 2019.

This standard is intended for all businesses that offer or market products or services through e-commerce (whether by electronic, optical, or any other technological means). It is necessary for them to adjust their systems or pages to align with the aforementioned regulation. A review of the pages hosting the online store should be conducted to evaluate the provisions they currently comply with and to identify those that still need to be implemented.

What are the provisions I must comply with? According to this NMX, every transaction or operation carried out through Information Systems must comply with various provisions related to:

1. The specifications, characteristics, conditions, and terms applicable to the goods, products, or services offered, including: advertising, consumer rights, payment and billing conditions, and mechanisms for refunds or returns, among others.

2. Mechanisms that allow the consumer to verify that the operation reflects their intention to acquire the offered goods, products, and services, as well as the other conditions.

3. Technical security mechanisms for acceptance, proof of the transaction, and identity verification.

4. Mechanisms that guarantee the protection and confidentiality of the user's and consumer's personal data.

5. Payment and delivery mechanisms.

6. Mechanisms for submitting questions, claims, or clarifications.

7. Mechanisms for managing cancellations, returns, or exchanges of products or services.

Mexico, aware of the technological transformation affecting commerce, has included in its legislation rules on the use of electronic, optical, or any other technology. The Commercial Code establishes that in commercial acts and in the formation of contracts, merchants may use these means.

The Federal Consumer Protection Law recognizes e-commerce, granting specific rights to consumers and obligations to suppliers in transactions carried out through electronic means.

In relation to the Federal Civil Code, it is permitted for contracts to be concluded by electronic, optical, or any other technological means, provided that the information generated or communicated is complete, attributable to the parties involved, and accessible for future consultation. These contracts are known as electronic contracts.

Furthermore, the Federal Code of Civil Procedures recognizes the evidentiary value of information generated or communicated through electronic, optical, or any other technology, allowing data messages to be used as evidence in proceedings before legally recognized authorities.

Thus, our legislation currently has a regulatory framework for e-commerce, which mainly includes the Commercial Code, the Federal Civil Code, the Federal Code of Civil Procedures, the Federal Consumer Protection Law, among others.

Data Message

The commercial code uses various technological terms to regulate e-commerce, one of the most relevant being the concept of a data message, which is fundamental for commercial acts carried out through electronic means.

A data message refers to the information that is generated, sent, received, or stored by electronic, optical, or any other similar technology. This message reflects the manifestation of the will to enter into a contract. For example, a data message can be an email, a text message sent by a computer or through mobile devices such as smartphones and USB drives, among others.

In the process of sending a data message, the sender and the recipient participate. The sender is the one who sends the message, while the recipient is the one who receives it, playing the roles of offeror and offeree in the context of obligations. The sender makes the offer and is bound with respect to the offeree, while the recipient accepts the offer and is bound towards the offeror. Both will be legally bound upon expressing their will to conclude the commercial act, that is, the contract. Using electronic means, the sender and the recipient manifest their will through the data message, giving their consent through an electronic signature, which has the same legal effects as a handwritten signature.

The commercial code recognizes legal effects, validity, and binding force to any information contained in a data message. Therefore, these messages can be used as a means of proof in any proceeding before the authorities and will have the same legal effects as printed documentation, provided they comply with the corresponding legal provisions.

Electronic Signature

. A key aspect of e-commerce is the electronic signature, which is included in a data message and has the same legal effects as a handwritten signature, being accepted as evidence in court. This signature indicates that the signer agrees with the information contained in the message. The electronic signature can be advanced and will generate the same effects as a handwritten signature, provided that the person using it has:

• 1. A valid digital certificate.
• 2. A private key, generated under their exclusive control.

Principles of E-Commerce. To ensure that e-commerce is conducted in a regulated manner, fundamental principles have been established in the Model Law on Electronic Commerce, which have been adopted by various legislations worldwide. In Mexico, the commercial code establishes that e-commerce activities regulated by this code shall be interpreted and applied in accordance with the principles of technological neutrality, autonomy of will, international compatibility, and functional equivalence of the data message with respect to information documented in non-electronic formats, as well as of the electronic signature in relation to the handwritten signature.

What do these principles determine?

Principle of technological neutrality: This principle establishes that the law covers all forms in which information (data message) is generated, stored, or transmitted, regardless of the technology used.

In other words, the law does not recognize a specific technology as valid, but rather encompasses them all.

Principle of autonomy of will: This principle establishes that the parties are free to define the rules that will govern their relationships, as long as they do not violate legal provisions.

Principle of international compatibility: This principle refers to the compatibility of the technology used to generate electronic signatures.

Principle of functional equivalence: This principle establishes the criteria that allow electronic information to be equated with information on paper. According to this principle, the requirements that electronic documents must meet to have the same effects as traditional paper documents are stated.

Fundamental Principles in Consumer Relations. In traditional commerce, fundamental principles are applied in consumer relations, designed to protect consumers and guarantee equity, security, and legal certainty between suppliers and consumers. In Mexico, the Federal Consumer Protection Law includes these principles, which are also applicable to e-commerce.

The fundamental principles in consumer relations are:

• Real protection for the consumer in transactions carried out through electronic, optical, or any other technology.
• Protection of the consumer's life, safety, and health against risks associated with products and services considered harmful.
• Education and dissemination on responsible product consumption, ensuring fairness in contracting processes.
• Provision of clear information about the characteristics, quality, and price of products and services.
• Compensation for property and moral damages.
• Legal, economic, administrative, and technical advisory for consumers.
• Defense against misleading and abusive advertising, as well as against unfair practices.

In Mexico, the Federal Consumer Protection Agency (PROFECO) is responsible for promoting a culture of responsible and intelligent consumption, as well as protecting consumer rights. Furthermore, it can take action before the competent judicial authority and file complaints with the Public Prosecutor's Office regarding acts that may constitute crimes of which it is aware. PROFECO is also authorized to report to the relevant authorities those acts that represent administrative violations that harm the integrity and interests of consumers.

4.2 Hiring 2 hrs (8 hrs)

Contracting in e-commerce consists of an agreement between two parties that is formalized through electronic means. It is a form of distance contracting that uses the Internet as a means of communication.

Characteristics of electronic contracts:

• The simultaneous physical presence of the parties is not required.
• Consent is given through electronic means, such as a digital signature.
• The contract is stored in a digital file.
• The information generated or communicated has evidentiary value.

In Mexico, e-commerce is regulated by the Federal Civil Code, the Commercial Code, the Federal Code of Civil Procedures, and the Federal Consumer Protection Law.

What is understood by electronic contracting? The term "electronic contract" refers to any agreement of will established through electronic tools, where the signing parties commit to comply with what has been agreed. This includes both the processing of information and the storage of that data.

An electronic contract maintains the essential characteristics of a traditional contract, and its terms and conditions have legal validity. Electronic contracting covers several aspects, the most common being the signing of agreements for the purchase or sale of any product, good, or service.

How are electronic contracts used? Thanks to their flexibility and security, this format can be used to formalize agreements of various kinds. Generally, it can be applied in the following circumstances:

• According to the participants, i.e., in commercial and consumer contracts where one of the parties is an end consumer.
• According to the execution method, which implies direct contracts (signed completely in digital format) or indirect contracts (where the physical completion of a step in the process is required).
• According to the form of expressing will, which can be pure (where the parties give their consent entirely electronically) or mixed (in which one party signs digitally and the other physically).

And depending on the objective of the contract, either for delivery (of a product) or for provision (when a service is offered).

What information is necessary before signing an electronic contract? Before proceeding with the signing of an electronic contract, it is essential to have the following information:

1. The necessary procedures to validate the contract.

2. Whether the electronic document that formalizes the contract will be archived or if the client will have access to it. In the latter case, how can they do so?

3. The way in which the recipient can correct errors in data entry to formalize the contract.

4. The language in which the formalization will take place.

Today, there are digital solutions that simplify the process of creating, sending, and signing the contract in an automated way, making this step agile and almost entirely managed by the platform.

The signing of electronic contracts and the use of technology. To ensure that an electronic contract can be finalized, it is essential to use tools that are accessible both online and offline. Currently, there are digital platforms that facilitate the signing of various types of electronic contracts for the acquisition of products and services.

The use of the electronic signature. The electronic signature is a very valuable tool for digital contracting, as it acts as an authentication method that replaces the handwritten signature and has the same legal validity.

What are the advantages of the electronic signature in the electronic contracting process?

Some of the advantages of adopting this technological solution include:

4.3 Private security (cryptography or encryption) 2 hrs

Encryption is a reversible cryptographic operation that transforms meaningful data, known as plaintext, into unreadable and encrypted data, called ciphertext, using a key known as an encryption key. Meaningful data is essential because, due to the confidential nature of information stored in databases, organizations are forced to implement increasingly sophisticated controls to protect it, with encryption being one of these controls.

However, concerns about performance degradation, application support, and the management of encryption implementations in large databases create barriers that hinder the adoption of this crucial security measure. When all applications in an organization share the same local database engine and the database is encrypted, connecting any application or reading from and writing to a database file will require providing the encryption key.

Secure encryption keys. The relevance of robust encryption lies in its ability to maintain control over the level of information privacy within a database.

For example, if an encrypted database is used to safeguard privacy even from other users on the same computer, each user must have their own encryption key.

The process of creating an encrypted database is similar to that of an unencrypted one; the main difference lies in the use of an encryption key. This key must be generated before creating the database, using a process that ensures the highest level of privacy and security for user data.

The keys can be:

• Symmetric: They use certain algorithms to encrypt and decrypt documents. They are groups of distinct algorithms that are interrelated to maintain the confidentiality of the information.
• Asymmetric: They use a mathematical formula that employs two keys, one public and one private. The public key is accessible to anyone, while the private key can only be decrypted by the person who receives it.

A message encoded using a cryptographic method must be private; that is, only the sender and the recipient should have access to the message's content.

Furthermore, a message must be verifiable, meaning the person who receives it must be able to confirm the sender's identity and detect if the message has been altered. Current cryptographic methods are secure and effective, and they are based on one or more keys. The key is a sequence of characters that can include letters, numbers, and symbols (similar to a password) and is converted into a number, used by cryptographic methods to encode and decode messages.

Cryptography is a tool to reduce risks in Internet use; it involves the encoding of information sent over a computer network so that only the sender and receiver can read it. This is achieved through encryption and/or encoding techniques, making messages incomprehensible to intruders who intercept them. The main objective of cryptography is to ensure the confidentiality of messages.

• Symmetric Key Encryption: each computer has a secret key to protect a packet of information before sending it to another computer.
• Public Key Encryption: it is a key that your computer provides to another that wishes to communicate with you.
• SSL Public Key. It is based on digital certificates, which act as an electronic identification issued by a trusted entity, allowing the user to verify both the issuer and the recipient of the certificate through public key encryption.
• Encryption Algorithm. It works through an algorithm that transforms a set of elements into a finite output.

4.4 Ethics of e-commerce 2 hrs

An electronic crime is defined as unethical and unauthorized behavior that involves some type of fraud. It focuses on the study of the principles that individuals and organizations can use to discern between right and wrong actions.

There are three fundamental principles of ethics:

• Responsibility: Individuals, organizations, and societies are responsible for their actions.
• Accountability: Everyone must be accountable to others for the consequences of their actions.
• Civil liability: It is a feature of political systems that allows individuals to claim damages caused by other actors, systems, or organizations.

The first ethical challenge of online commerce is security. Security breaches, commonly known as hacking, cracking, or page jacking, involve the illegal access and manipulation of computer networks, websites, email accounts, among others. Hackers access confidential information on pages, steal services, or damage systems, causing collapses in PCs, servers, or computer networks.

The second ethical challenge relates to privacy and covers the protection of the collection, storage, processing, disclosure, and deletion of personal data. No one remains anonymous when connected to the Internet, and what is a paradise for direct marketers becomes a nightmare for consumers who wish to protect their privacy. Currently, online advertising can be targeted with great precision thanks to cookies, small files that companies install on the hard drives of their website visitors to track their profiles and browsing habits. Ensuring the security of online transactions is a major challenge. Although there are various measures and public sector initiatives to protect the right to privacy, it can never be guaranteed one hundred percent.

The third ethical challenge that Sison and Fontrodona examine is the protection of people's identity. Computer systems have a major limitation, as they can only recognize an individual's "virtual identity," which makes identity theft or impersonation a significant problem. When shopping online, we expose ourselves to the risk of someone stealing our credit card information and our identity.

The last ethical challenge, irreversibility, refers to the verification of transactions or of 'what really happened' online. An example of this is a news story published in 1999 by the financial information website Bloomberg, which announced the acquisition of a major telecommunications manufacturer.

To address the new challenges of e-commerce, Sison and Fontrodona propose a three-pronged action plan: regarding private decisions, agents can act on: the physical information infrastructure (hardware), specialized applications (software), and, most importantly, the proper training of buyers and sellers in the rules of online conduct.

Furthermore, they suggest two general principles that should guide any discussion on ethics and e-commerce. The first is the concordance between online and offline when evaluating human behavior; the fundamental ethical and legal norms that regulate human conduct in the physical world must also apply in cyberspace.

4.5 Crimes and threats 1 hrs (5 hrs)

The buying and selling of products or services through electronic means have advanced remarkably in the last decade, concentrating mainly on Internet transactions. This methodology has come a long way since the first catalog sales of the 19th century, managing to reduce costs and eliminate intermediaries. However, alongside these technological advancements, crime has adapted this tool, using it both as a means and an object of illicit acts. Thus, there are four behaviors that states seek to sanction internationally: 1) computer fraud, 2) falsification of electronic documents, 3) misleading advertising, and 4) theft of personal data.

1. Computer fraud. Contractual breaches and fraud offenses. When a reasonable period passes after the consumer has paid the price and does not receive the purchased product, the criminal sphere begins to be considered. If computer tools are used to deceive internet users, these devices can be interpreted as stratagems used to confuse the user, making the situation perceived as a scam.

2. Phishing or online identity simulation

This involves fraudulently acquiring confidential information by duplicating the appearance of websites to pose as a trusted entity, and thus ask the customer to update their information.

Three forms of phishing have been observed that could be described in this way:

I. Identical copy of a website and request for authentication or data update (changing the names of the original site to be similar, or using javascript routines to be applied when opening the original site, overwriting the real address with that of the simulated website).

II. Spoofing or homograph attack (the domain name is very similar to the original, for example by changing the letter 'I' to the number '1', a difference almost imperceptible to the user).

III. Money laundering through high-profit work-from-home offers (large sums of money are offered on the Internet to anyone who provides their account number for payment).

3. Falsification of Electronic Documents. Comparative doctrine recognizes that there are situations of forgery that translate into identity theft, even without the physical presentation of documents. Simply entering numbers into a form is enough for it to be considered a forgery. For example, in the United States, the use of the social security number as an identification document allows whoever has that number along with the corresponding name to obtain economic benefits at the expense of another person.

4. Misleading Advertising. Misleading advertising is defined as that which provides false or deceptive information about a product or service, with the aim of confusing the consumer. This advertising can manifest itself through goods, products, and services via texts, dialogues, sounds, images, brands, designations of origin, and other descriptions that induce or may induce error or confusion. On the other hand, misleading advertising by omission refers to the lack of information about essential characteristics of the good, product, or service, which prevents the consumer from having the necessary data to make an informed decision. Without this information, the consumer's decision can be affected by the inaccuracy of the advertising message.

This type of advertising does not offer information that would lead the consumer to decide not to acquire the good, product, or service being promoted. The third paragraph of Article 32 of the Law addresses what is known as 'comparative advertising.' Although it seems obvious, this type of advertising involves the comparison of goods or services. However, such comparison has a limit: it must be truthful and not misleading. In this context, it is valid, as it provides the consumer with clearer and more precise information. Although the Law does not explicitly define 'comparative advertising,' as mentioned earlier, it does not require a great interpretative effort to understand its meaning.

Denigratory advertising is that which discredits someone else's good, product, or service (whether it be professional or product denigratory advertising). In this sense, advertising is considered illicit or misleading when the information presented lacks veracity, which makes it abusive, as it can induce the consumer to improperly change their consumption habits. On the other hand, parasitic (or adhesive) advertising is that which can cause confusion with the goods, products, or services of other suppliers. This type of advertising is considered misleading, as it takes advantage of the prestige acquired by another supplier, making the consumer believe that the advertised good or service possesses the characteristics of what its competition offers, benefiting from the reputation of others.

5.1 Introduction to Business Intelligence (BI) 3 hrs

Business intelligence (BI) integrates business analytics, data mining, data visualization, data tools and infrastructure, along with best practices to help organizations make more data-driven decisions. In practical terms, you can recognize that you have modern business intelligence when you have a holistic view of your organization's data and use it to drive change, eliminate inefficiencies, and quickly adapt to market or supply chain fluctuations.

It is crucial to note that this definition represents a contemporary perspective of business intelligence, which has also been considered a buzzword. Traditional business intelligence emerged in the 1960s as a system for sharing information between organizations. Its evolution continued in the 1980s, along with computational models for decision-making, transforming data into information before becoming a specialized offering by BI teams with IT-dependent solutions. Modern BI solutions focus on flexible self-service analysis, governed data on trusted platforms, empowerment of corporate users, and speed to insight. This article will serve as an introduction to BI and is only the tip of the iceberg.

In recent years, business intelligence has evolved to encompass more processes and activities that help improve performance. These processes include the following:

• Data mining: Using databases, statistics, and machine learning to identify trends in large volumes of data.
• Reporting: Sharing data analysis with stakeholders so they can draw conclusions and make informed decisions.
• Benchmarks and performance metrics: Comparing current performance data with historical data to track performance against goals, typically using custom dashboards.
• Descriptive analytics: Applying preliminary data analysis to understand what happened.
• Querying: To extract answers from datasets, business intelligence poses specific questions about the data.
• Statistical analysis: Taking the results from descriptive analytics and further exploring the data using statistics to determine how and why this trend occurred.
• Data visualization: Transforming data analysis into visual representations like charts, graphs, and histograms to make it easier to consume.
• Visual analysis: Exploring data through visual storytelling to communicate insights on the fly and stay in the flow of analysis.
• Data preparation: Compiling multiple data sources, identifying dimensions and measures, and preparing them for data analysis.

Why is business intelligence crucial?

Business intelligence presents current and historical data in the context of the business, facilitating more informed decisions. Analysts can use BI to provide performance and industry benchmarks, helping the organization run smoother and more efficiently. It also allows for easier identification of market trends, which can translate into increased sales or revenue. When the right data is used correctly, it can contribute to everything from compliance to hiring efforts. Some ways business intelligence can help companies make more informed, data-driven decisions include:

• Identifying opportunities to increase profits.
• Analyzing customer behavior.
• Comparing data with competitors.
• Tracking performance.
• Optimizing operations.
• Predicting success.
• Identifying market trends.
• Discovering issues or problems.

How business intelligence works. Companies and organizations have questions and goals. To answer these questions and track performance against their goals, they collect the necessary data, analyze it, and determine which actions to take to achieve their goals.

The collaboration between BI, data analysis, and business analysis. Business intelligence encompasses data analysis and business analysis, using them as an integral part of the process. BI allows users to draw conclusions from data analysis. Data scientists delve into the specifics, using advanced statistics and predictive analytics to identify patterns and forecast future trends.

Data analysis asks 'why did this happen and what might happen next?'; whereas business intelligence translates those models and algorithms into understandable results. According to Gartner's IT glossary, 'business analytics includes data mining, predictive analytics, applied analytics, and statistics.'

The Distinction between Traditional BI and Modern BI. Historically, business intelligence tools were based on a traditional model. This top-down approach was driven by the IT department, where most, if not all, analysis queries were resolved through static reports. This meant that if someone had a follow-up question about a report they received, their request went to the back of the queue, forcing them to restart the process. This resulted in slow, frustrating reporting cycles and prevented people from using current data for decision-making. While traditional business intelligence is still a common method for reporting and answering static queries, modern business intelligence is interactive and more accessible. Although the IT department is still crucial in managing data access, various levels of users can customize dashboards and create reports on the fly. With the right software, users can visualize data and answer their own questions.

Business Intelligence Tools and Platforms. Numerous self-service business intelligence tools and platforms simplify the analysis process.

This allows people to see and understand their data without needing technical skills to dig in themselves. There are many Business Intelligence (BI) platforms that facilitate ad-hoc reporting, data visualization, and the creation of custom dashboards for different user types. We have gathered our recommendations for evaluating modern BI platforms to help you choose the right one for your organization. One of the most common ways to present business intelligence is through data visualization.

Benefits of visual analysis and data representation. Data visualization is one of the most effective ways to showcase business intelligence. Humans are visual beings and are deeply attuned to patterns and color variations. Data visualizations make information more accessible and easier to understand. Dashboards that bring together visualizations can quickly tell a story and highlight trends or patterns that would be difficult to spot by manually analyzing raw data. This accessibility also encourages more conversations about the data, thereby increasing its impact on the business.

5.2 BI technology tools 3 hrs

Business Intelligence (BI) tools are applications designed to collect, analyze, and present data to facilitate decision-making. Some of the most recognized BI tools are:

• Tableau: Allows creating interactive dashboards on sales, most popular dishes, and customer opinions.
• Microsoft Power BI: Facilitates the analysis of production, waste, and efficiency in real-time.
• Qlik Sense: Helps analyze the most booked destinations, travel patterns, and promotions.
• D3.js: Offers visualization of web traffic trends and audience segmentation.
• TensorFlow: An open-source platform dedicated to machine learning.
• Dundas BI: A browser-based tool that enables data analysis by its accounts.

Other BI tools include: SAP BusinessObjects Business Intelligence, Oracle Business Intelligence, Yellowfin BI, and Zoho Analytics.

Power BI. Power BI is more than just a Business Intelligence tool; it is a business analytics service from Microsoft that aims to offer interactive visualizations and business intelligence capabilities. Its interface is simple enough for end-users to create their own reports and dashboards.

Tableau. Tableau is our second Business Intelligence tool, a software dedicated to business analysis and intelligence. Its main function is to develop interactive data visualization products that focus on business intelligence.

QlikView. QlikView is another essential tool in the field of Business Intelligence that integrates all data, facilitating the creation of reports and the agile acquisition of business insights. Additionally, it allows exporting information to Excel format. It includes data integration, user-driven business intelligence, and conversational analytics.

SAP BI. SAP BI is a business intelligence software that allows sharing strategic information and making more informed decisions through the SAP Business Objects Business Intelligence (BI) suite. Its analytical platform supports users, facilitating the use of a single tool or multiple interfaces. This solution includes on-premise implementation, offers real-time Business Intelligence, and provides greater user autonomy.

Pentaho. Pentaho is a set of open-source tools designed to generate business intelligence. It integrates functionalities for report creation, data mining, ETL, among others. This tool simplifies data operations and democratizes access to information for all stakeholders in the company, with policy-based automation and metadata-driven data management.

MicroStrategy. MicroStrategy Workstation provides the necessary tools to access, visualize, and analyze data for free, without requiring license keys or trial versions. It also offers fast and flexible analysis that helps maximize the impact of data, laying the foundation for an information-driven future.

SAS Business Intelligence. SAS Business Intelligence allows users to access the right information for those who need it, as well as integrate and discover data on their own. With this tool, you can also share interactive reports and review analyses that are easy to use.

Sisense. Sisense is an analytical tool that facilitates the preparation, analysis, and exploration of growing data from multiple sources. Its main features simplify data analysis and allow unlocking information in the cloud, so that everyone can analyze it and achieve better results. It is also ideal for creating personalized experiences and automating multi-step actions to optimize workflows.

Oracle BI. Oracle BI is a platform of Business Intelligence tools that simplifies analytical strategies through a modern and integrated solution. This tool allows members throughout the organization to make faster, more informed, and mobile-accessible business decisions. Furthermore, the platform has driven the launch of Oracle Analytics, an industry-leading cloud analytics.

Zoho Analytics. Zoho Analytics is a software designed for business intelligence, reporting, and data analysis, which allows for visual analysis and the discovery of insights in minutes. With this tool, it is possible to convert large volumes of raw data into understandable reports. Additionally, you can monitor key business metrics, review past trends, identify anomalies, and uncover hidden information.

5.3 Decision Support Systems 1 hrs (5 hrs)

A Decision Support System (DSS) is a Business Intelligence tool focused on the analysis of an organization's data.

At first glance, data analysis might seem like a simple process that can be achieved with a custom application or an advanced ERP. However, the reality is different: these applications usually offer predefined reports that present information statically, without allowing for a deep exploration of the data, nor the ability to navigate through it or analyze it from different perspectives.

The DSS is one of the most representative tools of Business Intelligence, as, among other functions, it helps overcome many of the limitations of management programs. Below are some of its main features:

• Generation of dynamic, flexible, and interactive reports, which allows the user not to be restricted to the predefined lists established at the time of implementation, which often do not address their real concerns.
• Technical knowledge is not required. A user without technical training can create new charts and reports, as well as navigate the data.
• Users can interact with the information using drag & drop or drill-through. Therefore, to explore the available information or create new metrics, it is not necessary to resort to the IT department.
• A quick response is obtained, as the underlying database is usually a corporate data warehouse or a datamart, with star or snowflake data models. These types of databases are optimized for the analysis of large volumes of data.
• There is effective integration among all the company's systems and departments. The ETL process prior to the implementation of a Decision Support System ensures the quality and integration of data between the different units of the organization. This translates into absolute referential integrity. Each user has access to information appropriate to their profile; it is not about everyone having access to all the information, but that each has what they need to do their job as efficiently as possible.
• Availability of historical data. In these systems, it is common to compare current data with information from previous historical periods of the company, with the aim of analyzing trends and tracking the evolution of business parameters, among other aspects.

Differences with Other Business Intelligence Tools.

The main objective of Decision Support Systems (DSS) lies, unlike other tools such as Balanced Scorecards (BSC) or Executive Information Systems (EIS), in making the most of the information contained in a corporate database (data warehouse or datamart). These systems offer very dynamic reports with great navigation capabilities, all presented in a friendly, attractive, and simple graphical interface.

Decision Support Systems (DSS). A Decision Support System (DSS) is a Business Intelligence tool focused on the analysis of data within an organization. Although it may initially seem that data analysis is a simple process, which can be done through a custom application or an advanced ERP, the reality is different: these applications usually have predefined reports that present information statically, which prevents deep-diving into the data, navigating through it, or analyzing it from different perspectives.

The DSS is one of the most representative tools of Business Intelligence, as, among other features, it helps to overcome many of the limitations of management programs. Below are some of its main characteristics:

Types of Decision Support Systems

• **Management Information Systems (MIS)**: Management information systems, known as MIS or Administrative Information Systems (AIS), support a wider range of organizational tasks. They are positioned between a traditional DSS and a CRM/ERP application implemented in the company.
• **Executive Information Systems (EIS)**: Executive information systems (EIS) are the most commonly used type of DSS in Business Intelligence. These systems provide managers with easy access to internal and external information relevant to their company's key success factors.
• **Expert Systems Based on Artificial Intelligence (ES)**: Expert systems, also called knowledge-based systems, use neural networks to simulate the knowledge of an expert and apply it effectively to solve specific problems. This concept is closely related to datamining.
• **Group Decision Support Systems (GDSS)**: A group decision support system (GDSS) is defined as 'a computer-based system that helps groups of people with a common task or goal, acting as an interface in a shared environment.' The fundamental premise of GDSS is that by improving communication, higher quality decisions can be obtained.

5.4 Key performance indicators (KPIs) 3 hrs

A KPI, an acronym for the English phrase key performance indicator, is a quantitative measure that reflects how your team or company is progressing towards the most relevant objectives.

Organizations use KPIs at different levels. You can set corporate, team-specific, or individual KPIs, depending on the metrics you want to monitor. A good KPI will give you a clear idea of whether you are on the right track to achieve your strategic goals.

The purpose of defining KPIs is to provide a precise picture of what teams want to achieve, as well as to establish deadlines and methods for measuring those achievements.

A good KPI:

• Helps you achieve your strategic objectives.
• Informs resource planning.
• Is measurable.
• Monitors aspects you can control and influence.
• Connects metrics with strategic goals.

Offers team members a clear understanding of how their projects contribute to the company's objectives.

KPI vs. OKR (Objectives and Key Results)

Key Performance Indicator (KPI): A KPI is an excellent tool for measuring performance over a specific period. A good KPI should track a measurable value that you or your team can impact at the right time.

Objectives and Key Results (OKR): OKRs follow the structure 'I will [objective] as measured by [key result].' In this context, the objective represents the goal you want to achieve, and the key result evaluates your progress towards that goal.

OKRs are an effective way to approach objectives comprehensively. KPIs, on the other hand, are more like KRs (the key results part of OKRs). In fact, a KPI can be considered a KR. The difference is that KRs can be both quantitative and qualitative, depending on what your objective is measuring, whereas KPIs must always be quantifiable. Below is an example of a KPI and OKR in a company.

Example of KPI: Increase the customer loyalty score (NPS) by two points in FY 2021.

KPI vs. Business Metrics. Business metrics are quantifiable tools that allow you to evaluate your progress towards specific business goals. Once you establish a KPI, use business metrics to track and measure whether you are advancing towards your ultimate goal.

Example of KPI: Increase website traffic to 25,000 in the second quarter. Example of business metrics: Unique website page views (number of visits).

How to Define an Excellent KPI. KPI objectives are fundamental for establishing and achieving quantifiable goals in a company. Before you start, make sure you have a clear objective or strategic plan that you want to achieve with this KPI or the set of KPIs you determine. Once you have defined your KPI, share it with key project stakeholders. It is also important to provide real-time updates to keep everyone informed about the progress.

1. Define your business objective before setting the KPI. Before you can create a KPI, it is essential that you define exactly what you want to achieve. Setting objectives effectively is crucial for the success of your strategic plan (for example, in a marketing campaign). According to recent research, only 16% of knowledge workers believe their company effectively sets and communicates goals.

2. Identify key business metrics and KPI types. Once you have established your business objectives, it is essential to decide which metrics are relevant for each one. Business metrics are indicators that directly affect the achievement of your goals.

Remember that KPI stands for key performance indicators. There can be various metrics or indicators that impact your final objective. Selecting the right KPI involves capturing the most relevant details and ensuring you track those metrics. Not all tasks or projects need an associated KPI.

If you are unsure where to start, review some relevant metrics and the main KPIs for each department or type of business.

Example of financial metrics:

• Annual Recurring Revenue (ARR).
• Net Revenue Retention (NRR).
• Net Profit Margin (NPM).
• Earnings Before Interest, Taxes, Depreciation, and Amortization (EBITDA).
• Operating Capital.
• Cash Flow.
• Return on Investment (ROI).

Example of customer-related metrics:

• Net Promoter Score (NPS).
• Customer Acquisition Cost (CAC).
• Customer Satisfaction (CSAT).
• Customer Retention.
• Customer Churn.
• Total Paying Customers.
• Number of New Customers.
• Customer Loyalty.

Example of process and operations metrics:

• Lead Time or Total Delivery Time.
• Number of complaints or error tickets received.
• Supply chain metrics, such as Days Sales Outstanding (DSO).

Personnel or human resources metrics:

• Employee Retention Rate.
• Employee Satisfaction.
• Salary Competitiveness Ratio (SCR).

Sales metrics:

• Win Rate.
• Number of deals lost to competitors.
• Market Penetration.

Marketing metrics (within a marketing strategy):

• Qualified Leads.
• Lead Conversion Rate.
• Social Media Followers.
• Content Downloads.
• Email Click-Through Rate (CTR).
• Share of Voice.

Once you are clear about the objective you want to achieve and have identified the metrics (or units of measurement) you will use to ensure you achieve it, you can define your KPI. We suggest using the SMART acronym to ensure your KPI is quantifiable, specific, and actionable. SMART is an acronym that stands for:

• Specific.
• Measurable.
• Achievable.
• Relevant.
• Time-bound.

Monitor and share progress in real time. Just as with large goals, you should not set KPIs and then ignore them. Make sure you have a method to monitor and share progress in real time with key project stakeholders.