Syllabus proposé : Web marketing opérationnel

Description du cours :
Le cours "Web marketing opérationnel" est axé sur les stratégies et techniques de mise en œuvre d'une
campagne marketing digitale efficace. Les étudiants apprendront à utiliser différents canaux et outils
digitaux pour atteindre des objectifs de marketing spécifiques, allant de la gestion des publicités en
ligne à l'optimisation des moteurs de recherche (SEO), en passant par les campagnes sur les réseaux
sociaux et l’e-mailing. Le cours met également l'accent sur l'analyse des performances des campagnes
pour adapter les stratégies en temps réel.
À l’issue de ce cours, les étudiants seront capables de planifier, exécuter et mesurer l'efficacité de
campagnes web marketing à travers différents outils, tout en tenant compte des tendances et des
évolutions du marketing digital.
Objectifs du cours :
 Comprendre et appliquer les principales stratégies du marketing digital.
 Utiliser les outils de publicité en ligne (Google Ads, Facebook Ads) pour générer du trafic
qualifié.
 Optimiser les sites web pour les moteurs de recherche (SEO et SEA).
 Gérer des campagnes d’e-mail marketing et automatiser les processus de marketing.
 Analyser les données de campagnes avec des outils d’analyse (Google Analytics) pour
améliorer les performances.
Compétences techniques attendues :
1. Publicité en ligne (Google Ads, Facebook Ads) : Capacité à créer et gérer des campagnes
publicitaires en ligne ciblées pour maximiser le retour sur investissement (ROI).
2. SEO/SEA : Compétences en optimisation pour les moteurs de recherche (SEO) et en gestion de
campagnes publicitaires payantes (SEA) via Google Ads.
3. Gestion des réseaux sociaux : Maîtrise des stratégies de gestion de campagnes sur les
principales plateformes de réseaux sociaux (Facebook, Instagram, LinkedIn, etc.).
4. E-mail marketing et automatisation : Capacité à concevoir des campagnes d’e-mail
marketing et à utiliser des outils d’automatisation (Mailchimp, HubSpot).
5. Analyse de données et optimisation : Compétences en utilisation des outils d’analyse web
(Google Analytics, Facebook Insights) pour suivre les performances et ajuster les campagnes.
Plan du cours :
1. Introduction au web marketing opérationnel (2h)
 Définitions et panorama des outils et canaux du web marketing.
 Stratégies de marketing digital.
 Comportement des consommateurs en ligne et parcours d'achat.
2. Publicité en ligne : Google Ads et Facebook Ads (2h)
  Création d'une campagne Google Ads (Search et Display).
 Paramétrage des audiences, enchères et suivi des conversions.
 Publicité sur les réseaux sociaux avec Facebook Ads et Instagram Ads.
3. SEO : Optimisation pour les moteurs de recherche (2h)
 Facteurs clés pour le référencement naturel (on-page et off-page SEO).
 Recherche de mots-clés, optimisation de contenu, et techniques de backlinking.
 Outils SEO : Google Search Console, SEMrush.
4. SEA : Publicité payante sur les moteurs de recherche (2h)
 Création et gestion de campagnes SEA avec Google Ads.
 Analyse des performances et ajustement des enchères.
 Stratégies de remarketing et ciblage avancé.
5. Gestion des réseaux sociaux (2h)
 Élaboration de stratégies de contenu pour les réseaux sociaux.
 Planification et gestion des publications via des outils comme Hootsuite.
 Mesure de l'engagement et optimisation des campagnes.
6. E-mail marketing et automatisation (2h)
 Création de campagnes d’e-mailing efficaces : segmentation, personnalisation et
automation.
 Outils d’e-mail marketing : Mailchimp, Sendinblue.
 Mesure des taux d’ouverture, clics et conversions.
7. Optimisation des taux de conversion (CRO) (2h)
 Améliorer les taux de conversion avec des techniques de CRO.
 Analyse des pages d'atterrissage (landing pages).
 A/B testing et optimisation des parcours utilisateurs.
8. Google Analytics et analyse de la performance (2h)
 Prise en main de Google Analytics : suivi des visiteurs, sources de trafic, et conversions.
 Paramétrage des objectifs et création de tableaux de bord personnalisés.
 Analyse des KPI clés pour ajuster les campagnes marketing.
9. Inbound marketing et content marketing (2h)
 Stratégies de contenu pour attirer et fidéliser les clients.
 Marketing de contenu, blogs, et SEO.
 Stratégies d'inbound marketing : attirer, convertir, conclure, fidéliser.
10. Études de cas et projet final (2h)
 Analyse de campagnes web marketing réussies.
 Atelier pratique : création d'une stratégie de web marketing pour une entreprise fictive.
 Présentation et analyse critique des projets des étudiants.
Évaluation :
 Projet final (50%) : Élaboration et mise en œuvre d'une campagne de web marketing complète
pour une entreprise fictive, incluant publicité en ligne, SEO, réseaux sociaux, et e-mail
marketing.
 Examen final (30%) : Questions théoriques et pratiques sur les stratégies de web marketing,
SEO/SEA, et l’analyse des performances.
 Participation en classe (20%) : Participation aux discussions, ateliers et études de cas, ainsi
que les contributions aux projets de groupe.
Matériel pédagogique recommandé :
 Digital Marketing for Dummies de Ryan Deiss et Russ Henneberry.
 SEO 2024: Learn Search Engine Optimization with Smart Internet Marketing Strategies de
Adam Clarke.
 Cours en ligne : Google Skillshop (Google Ads), Facebook Blueprint, HubSpot Academy.
Syllabus proposé : Administration de base de données
Description du cours :
Le cours "Administration de base de données" est conçu pour fournir aux étudiants une introduction
aux concepts et techniques de gestion et d’administration des bases de données. Les étudiants
apprendront à gérer les bases de données relationnelles, à optimiser les performances, à garantir
l’intégrité des données, et à assurer la sécurité des systèmes de gestion de bases de données (SGBD).
Ce cours couvrira également les aspects de la sauvegarde, de la récupération, et de la gestion des
utilisateurs.
À la fin de ce cours, les étudiants seront en mesure de concevoir, administrer et maintenir des bases de
données relationnelles, ainsi que de comprendre l’importance des bases de données dans le cadre de la
gestion des informations marketing et commerciales.
Objectifs du cours :
 Comprendre les bases de la conception, de l’administration et de la gestion des bases de
données relationnelles.
 Utiliser le langage SQL pour manipuler et interroger des bases de données.
 Maîtriser les techniques de sauvegarde et de restauration des bases de données.
 Gérer la sécurité des bases de données, y compris la gestion des utilisateurs et des permissions.
 Optimiser les performances des bases de données et garantir l'intégrité des données.
Compétences techniques attendues :
1. Conception et modélisation de bases de données relationnelles : Capacité à concevoir des
bases de données selon des principes normalisés, en modélisant des entités et des relations.
2. Gestion et administration des bases de données : Compétences en installation, configuration
et gestion d'un SGBD (comme MySQL, PostgreSQL ou SQL Server).
3. Manipulation de données avec SQL : Maîtrise du langage SQL pour la création, la
modification, l'interrogation et la suppression de données dans une base de données.
4. Sécurité et gestion des utilisateurs : Gestion des permissions et des rôles, et implémentation
des bonnes pratiques pour assurer la sécurité des données.
5. Optimisation et maintenance des bases de données : Techniques d’optimisation des
performances, gestion des index, et planification des sauvegardes et restaurations.
Plan du cours :
1. Introduction aux bases de données et aux SGBD (2h)
 Concepts fondamentaux des bases de données relationnelles.
 Rôle des SGBD dans la gestion des données.
 Présentation des SGBD populaires (MySQL, PostgreSQL, Oracle).
2. Modélisation et conception de bases de données (2h)
 Principes de la modélisation relationnelle.
  Entités, attributs, et relations.
 Création de diagrammes Entité-Relation (ERD) et normalisation des bases de données.
3. Introduction au langage SQL (2h)
 Requêtes de base en SQL : SELECT, INSERT, UPDATE, DELETE.
 Création et manipulation de tables.
 Requêtes multi-tables avec les jointures (JOIN).
4. Administration des utilisateurs et sécurité (2h)
 Gestion des comptes utilisateurs et des permissions.
 Rôles, privilèges et audit des accès.
 Sécurisation des données sensibles (chiffrement, masquage).
5. Indexation et optimisation des performances (2h)
 Création et gestion des index pour optimiser les requêtes.
 Utilisation des vues et des procédures stockées.
 Analyse des performances avec les plans d'exécution (query plans).
6. Sauvegarde et restauration des bases de données (2h)
 Différents types de sauvegarde (complète, différentielle, incrémentale).
 Stratégies de récupération après sinistre.
 Exécution de restaurations planifiées et d’urgence.
7. Gestion de la concurrence et transactions (2h)
 Concept de transactions ACID (Atomicité, Cohérence, Isolation, Durabilité).
 Verrous et gestion de la concurrence.
 Prévention des conflits de transactions (verrouillage, isolation des niveaux).
8. Sécurité des bases de données (2h)
 Protéger les bases de données contre les attaques SQL injection.
 Bonnes pratiques de sécurité pour les accès distants.
 Chiffrement des données au repos et en transit.
9. Optimisation des requêtes complexes (2h)
 Techniques avancées de requêtes SQL.
 Utilisation des sous-requêtes, des fonctions analytiques et des déclencheurs (triggers).
 Cas pratiques d’optimisation de requêtes.
10. Projet final et synthèse (2h)
 Présentation des projets de bases de données.
 Analyse des solutions proposées par les étudiants.
 Conclusion sur les tendances futures des bases de données (NoSQL, cloud databases).
Évaluation :
 Projet final (50%) : Conception et administration d'une base de données pour une entreprise
fictive, incluant la gestion des utilisateurs, la sécurité et l'optimisation des performances.
  Examen final (30%) : Questions théoriques et pratiques sur l’administration des bases de
données, les techniques SQL, et la gestion des performances et de la sécurité.
 Participation en classe (20%) : Participation active aux ateliers pratiques et aux discussions en
classe.
Matériel pédagogique recommandé :
 Learning SQL de Alan Beaulieu.
 Database System Concepts de Abraham Silberschatz.
 Tutoriels en ligne : MySQL, PostgreSQL, et SQL Server via Udemy ou Coursera.
Syllabus proposé : Web commerce
Description du cours :
Le cours "Web commerce" aborde les concepts et les pratiques liés à la création, la gestion et
l'optimisation des plateformes de commerce en ligne. Les étudiants découvriront les différentes
stratégies utilisées dans l’e-commerce pour attirer et fidéliser les clients, gérer les transactions, et
optimiser l'expérience utilisateur. Ce cours couvrira également les aspects logistiques, juridiques et
marketing du commerce électronique.
À l’issue du cours, les étudiants seront en mesure de créer, de gérer et de promouvoir des sites de
commerce électronique tout en intégrant des stratégies de marketing digital adaptées au contexte du
web.
Objectifs du cours :
 Comprendre les principes fondamentaux du commerce en ligne.
 Mettre en place et gérer une plateforme d’e-commerce.
 Élaborer des stratégies pour attirer du trafic et convertir les visiteurs en clients.
 Optimiser l'expérience utilisateur (UX) et gérer les transactions en ligne de manière sécurisée.
 Analyser les performances d'un site d’e-commerce et ajuster les stratégies marketing.
Compétences techniques attendues :
1. Création et gestion d'une plateforme d’e-commerce : Capacité à utiliser des plateformes
comme Shopify, WooCommerce ou PrestaShop pour mettre en place un site marchand.
2. Stratégies de conversion et UX (User Experience) : Maîtrise des techniques pour optimiser
les parcours clients, augmenter le taux de conversion et améliorer l'expérience utilisateur.
3. Gestion des transactions et sécurité des paiements : Compétence dans la gestion des
paiements en ligne et l'application des normes de sécurité (comme PCI-DSS).
4. Logistique et gestion des commandes : Capacité à gérer l’inventaire, le suivi des commandes,
la livraison et les retours dans le cadre d'un site e-commerce.
5. Analyse des performances et marketing digital : Maîtrise des outils d'analyse (Google
Analytics) et capacité à interpréter les données pour ajuster les stratégies marketing.
Plan du cours :
1. Introduction au web commerce (2h)
 Historique et évolution du commerce électronique.
 Différentes plateformes d’e-commerce : comparatif des solutions (Shopify,
WooCommerce, PrestaShop).
 Types de modèles commerciaux (B2B, B2C, D2C).
2. Mise en place d'une boutique en ligne (2h)
 Création et configuration d'une boutique e-commerce (interface utilisateur, création de
produits, gestion des catégories).
  Gestion des pages produits, descriptions, et images.
 Processus de paiement et configuration des options d’expédition.
3. Stratégies pour attirer du trafic (2h)
 Techniques d'acquisition de trafic : SEO, SEA, marketing de contenu, publicité payante.
 Utilisation des réseaux sociaux pour générer du trafic vers le site e-commerce.
 Stratégies de partenariat et d’affiliation.
4. Conversion des visiteurs en clients (2h)
 Techniques d’optimisation des taux de conversion (CRO).
 Amélioration de l'expérience utilisateur (UX) et des interfaces.
 Tests A/B, personnalisation du site et recommandations de produits.
5. Gestion des transactions et sécurité des paiements (2h)
 Processus de gestion des paiements en ligne (carte bancaire, PayPal, etc.).
 Sécurité des paiements : Normes PCI-DSS et cryptage des données.
 Gestion des litiges et des fraudes.
6. Logistique et gestion des commandes (2h)
 Gestion des stocks et synchronisation avec les plateformes e-commerce.
 Suivi des commandes, expéditions, livraisons et retours.
 Optimisation des coûts logistiques et des délais de livraison.
7. E-commerce mobile (m-commerce) (2h)
 Importance du commerce mobile dans le contexte actuel.
 Stratégies d'optimisation mobile : conception mobile-first, applications vs sites
responsive.
 Paiements mobiles et optimisation de l’expérience utilisateur sur mobile.
8. Marketing automation pour le e-commerce (2h)
 Utilisation des outils de marketing automation pour engager les clients (e-mails
automatisés, relances de paniers abandonnés).
 Personnalisation des campagnes marketing et segmentation des clients.
 Outils d’automatisation : Mailchimp, Klaviyo.
9. Analyse des performances d’un site e-commerce (2h)
 Mise en place de Google Analytics pour suivre les performances du site.
 Interprétation des KPI : taux de conversion, taux de rebond, panier moyen.
 Outils de suivi des ventes et analyse des comportements d'achat.
10. Études de cas et projet final (2h)
 Analyse de projets e-commerce réussis.
 Présentation des projets des étudiants : création et gestion d’une boutique e-commerce.
 Réflexion sur les tendances futures du commerce en ligne (intelligence artificielle, blockchain,
etc.).
Évaluation :
 Projet final (50%) : Création d'un site de commerce électronique complet, incluant la gestion
des produits, des transactions et la mise en place d'une stratégie marketing.
 Examen final (30%) : Questions théoriques et pratiques sur les plateformes d’e-commerce, la
gestion des paiements, la sécurité et l’optimisation UX.
 Participation en classe (20%) : Participation active aux ateliers pratiques et discussions en
classe.
Matériel pédagogique recommandé :
 E-commerce Get It Right! de Ian Daniel.
 Building eCommerce Solutions with WooCommerce de Robbert Ravensbergen.
 Tutoriels et ressources en ligne : Shopify Academy, WooCommerce Docs, Google Analytics for
eCommerce.
Proposed Syllabus: Database Administration
Course Description:
The "Database Administration" course introduces students to the concepts and techniques of managing
and administering relational databases. Students will learn how to manage relational database systems,
optimize performance, ensure data integrity, and secure database systems. The course also covers
backup, recovery, and user management aspects.
By the end of the course, students will be able to design, administer, and maintain relational databases
and understand the critical role databases play in managing marketing and business information.
Course Objectives:
 Understand the fundamentals of relational database design, administration, and management.
 Use SQL to manipulate and query databases.
 Master techniques for backup and restoration of databases.
 Manage database security, including user management and permissions.
 Optimize database performance and ensure data integrity.
Expected Technical Competencies:
1. Relational Database Design and Modeling: Ability to design databases according to
normalized principles, modeling entities and relationships.
2. Database Management and Administration: Skills in installing, configuring, and managing a
Database Management System (DBMS), such as MySQL, PostgreSQL, or SQL Server.
3. Data Manipulation with SQL: Mastery of SQL to create, modify, query, and delete data within
a database.
4. Security and User Management: Managing permissions, roles, and implementing best
practices to ensure data security.
5. Database Optimization and Maintenance: Techniques for optimizing performance, managing
indexes, and planning backups and restorations.
Course Outline:
1. Introduction to Databases and DBMS (2h)
 Fundamental concepts of relational databases.
 The role of DBMS in data management.
 Overview of popular DBMS (MySQL, PostgreSQL, Oracle).
2. Database Design and Modeling (2h)
 Principles of relational modeling.
 Entities, attributes, and relationships.
 Creating Entity-Relationship Diagrams (ERDs) and database normalization.
3. Introduction to SQL (2h)
 Basic SQL queries: SELECT, INSERT, UPDATE, DELETE.
  Creating and managing tables.
 Multi-table queries using JOINs.
4. User Administration and Security (2h)
 Managing user accounts and permissions.
 Roles, privileges, and auditing access.
 Securing sensitive data (encryption, masking).
5. Indexing and Performance Optimization (2h)
 Creating and managing indexes for query optimization.
 Using views and stored procedures.
 Performance analysis with query execution plans.
6. Backup and Database Recovery (2h)
 Types of backups (full, differential, incremental).
 Disaster recovery strategies.
 Performing scheduled and emergency restorations.
7. Concurrency and Transaction Management (2h)
 ACID transactions (Atomicity, Consistency, Isolation, Durability).
 Locks and concurrency control.
 Preventing transaction conflicts (locking, isolation levels).
8. Database Security (2h)
 Protecting databases against SQL injection attacks.
 Best security practices for remote access.
 Data encryption at rest and in transit.
9. Optimizing Complex Queries (2h)
 Advanced SQL query techniques.
 Using subqueries, analytic functions, and triggers.
 Practical cases of query optimization.
10. Final Project and Summary (2h)
 Presentation of database projects.
 Analysis of student-proposed solutions.
 Conclusion on future trends in databases (NoSQL, cloud databases).
Assessment:
 Final Project (50%): Design and administration of a database for a fictional company,
including user management, security, and performance optimization.
 Final Exam (30%): Theoretical and practical questions on database administration, SQL
techniques, performance management, and security.
 Class Participation (20%): Active participation in practical workshops and class discussions.
Recommended Learning Materials:
 Learning SQL by Alan Beaulieu.
 Database System Concepts by Abraham Silberschatz.
 Online tutorials: MySQL, PostgreSQL, and SQL Server (via Udemy, Coursera).
Proposed Syllabus: Digital Economy
Course Description:
The "Digital Economy" course explores the transformative impact of digital technologies on economic
structures, markets, and business models. It covers the dynamics of digital platforms, the sharing
economy, e-commerce, and the role of data in shaping economic decisions. Students will gain insights
into how digitalization disrupts traditional industries and drives innovation in the global marketplace.
By the end of this course, students will understand the key principles of the digital economy and be
able to analyze and leverage digital trends in various business contexts, particularly in marketing and e-
commerce.
Course Objectives:
 Understand the fundamental concepts of the digital economy and how technology reshapes
economic activities.
 Explore digital business models, including platform-based models and the sharing economy.
 Analyze the impact of digital technologies on industries, labor markets, and global trade.
 Examine the role of data, artificial intelligence, and automation in shaping economic decisions.
 Investigate the regulatory and ethical challenges in the digital economy.
Expected Competencies:
1. Digital Business Models: Understanding various digital business models (platforms,
subscription-based, freemium) and how companies leverage digitalization to create value.
2. Impact of Technology on Markets: Ability to analyze how digital technologies disrupt
traditional industries and create new markets and opportunities.
3. Data-Driven Decision Making: Understanding the role of big data and analytics in making
informed economic and business decisions.
4. Regulation and Ethics: Insight into the legal, regulatory, and ethical implications of the digital
economy, including data privacy and antitrust concerns.
5. Global and Local Impact: Assessing how the digital economy affects both local markets and
the global economy, particularly in the context of marketing and commerce.
Course Outline:
1. Introduction to the Digital Economy (2h)
 Definition and characteristics of the digital economy.
 Overview of key digital technologies and their economic impacts.
 Evolution from traditional economies to digital-driven models.
2. Digital Business Models (2h)
 Platforms, marketplaces, and the sharing economy.
 Freemium, subscription, and advertising-based business models.
 Case studies: Amazon, Airbnb, Uber, and Netflix.
 3. The Role of Data in the Digital Economy (2h)
 Big data as an economic asset.
 Data-driven decision-making in business and marketing.
 Tools and techniques for data analysis in the digital economy.
4. The Sharing Economy and Collaborative Consumption (2h)
 Characteristics and drivers of the sharing economy.
 Benefits and challenges for businesses and consumers.
 Case studies: Airbnb, TaskRabbit, and BlaBlaCar.
5. E-commerce and Digital Markets (2h)
 Evolution of e-commerce and its impact on retail and consumer behavior.
 Strategies for success in digital markets (SEO, conversion rate optimization, etc.).
 Trends in online consumer behavior.
6. Digital Payment Systems and Cryptocurrencies (2h)
 The role of digital payments in the modern economy.
 Rise of cryptocurrencies and blockchain technology.
 Impact on banking, finance, and e-commerce.
7. Automation, AI, and the Future of Work (2h)
 The impact of artificial intelligence, robotics, and automation on the job market.
 How businesses are adapting to automation and AI.
 Ethical concerns related to automation and digital labor.
8. Global Trade and Digital Platforms (2h)
 How digital platforms facilitate global trade and cross-border e-commerce.
 Role of digital platforms in connecting businesses and consumers worldwide.
 Regulatory challenges and international agreements.
9. Regulation, Privacy, and Ethics in the Digital Economy (2h)
 Legal and ethical concerns in the digital economy.
 Data privacy, cybersecurity, and GDPR.
 The role of governments in regulating digital markets.
10. Future Trends in the Digital Economy (2h)
 Emerging technologies and their potential economic impact (5G, IoT, AR/VR).
 The future of digital business models.
 Digital economy policies and strategies for businesses.
Assessment:
 Final Project (40%): Analysis of a company operating within the digital economy, identifying
its business model, data strategy, and market positioning, with recommendations for future
growth.
 Final Exam (30%): Theoretical and practical questions on digital business models, data-driven
decision-making, and the impact of technology on global markets.
  Class Participation (20%): Active engagement in class discussions and practical workshops on
case studies.
 Quizzes and Assignments (10%): Regular quizzes and assignments to test knowledge of core
concepts throughout the course.
Recommended Learning Materials:
 The Age of Surveillance Capitalism by Shoshana Zuboff.
 Platform Revolution by Geoffrey G. Parker, Marshall W. Van Alstyne, and Sangeet Paul
Choudary.
 Research articles and case studies on e-commerce, platform-based models, and the sharing
economy.
Proposed Syllabus: E-commerce Technology
Course Description:
The "E-commerce Technology" course focuses on the technical foundations and tools necessary for
building, managing, and optimizing e-commerce platforms. Students will explore the underlying
technologies that power online stores, including content management systems (CMS), payment
gateways, security protocols, and mobile optimization techniques. The course also introduces essential
aspects of user experience (UX) design and the integration of third-party tools for marketing
automation and analytics.
By the end of this course, students will be proficient in understanding the technical ecosystem of e-
commerce, selecting appropriate tools, and configuring e-commerce platforms to meet business needs.
Course Objectives:
 Understand the architecture and components of e-commerce platforms.
 Master key technologies and tools used to create and manage e-commerce sites.
 Learn to integrate and configure payment gateways and security protocols.
 Optimize e-commerce sites for performance, SEO, and mobile responsiveness.
 Understand the role of APIs, plugins, and third-party services in enhancing e-commerce
functionality.
Expected Competencies:
1. E-commerce Platform Familiarity: Ability to navigate and use various e-commerce platforms
(e.g., Shopify, WooCommerce, Magento) for building online stores.
2. Payment Processing Integration: Understanding of how to integrate and configure payment
gateways securely for online transactions.
3. Web Security Best Practices: Knowledge of security protocols and practices to protect e-
commerce websites and user data.
4. SEO and Performance Optimization: Skills to optimize e-commerce sites for search engines
and enhance loading speeds for better user experience.
5. User Experience (UX) Design Principles: Understanding of key UX design principles to
create user-friendly and conversion-oriented e-commerce interfaces.
Course Outline:
1. Introduction to E-commerce Technologies (2h)
 Overview of e-commerce technologies and their evolution.
 Key components of e-commerce architecture.
 Types of e-commerce platforms (self-hosted vs. hosted solutions).
2. Content Management Systems (CMS) for E-commerce (2h)
 Overview of popular CMS options (Shopify, WooCommerce, Magento).
 Setting up and customizing an e-commerce site using a CMS.
  Managing product listings, inventory, and categories.
3. Payment Gateways and Transaction Processing (2h)
 Overview of payment gateways (PayPal, Stripe, Square).
 Configuring payment methods and handling transactions securely.
 Understanding transaction fees and chargebacks.
4. Web Security for E-commerce (2h)
 Importance of security in e-commerce.
 SSL certificates and encryption protocols.
 Best practices for data protection and fraud prevention.
5. Search Engine Optimization (SEO) for E-commerce (2h)
 Fundamentals of SEO and its importance for online stores.
 On-page SEO strategies (meta tags, descriptions, keywords).
 Technical SEO considerations (site speed, mobile-friendliness).
6. User Experience (UX) and Interface Design (2h)
 Principles of UX design for e-commerce.
 Creating intuitive navigation and effective calls to action.
 Importance of responsive design for various devices.
7. Mobile E-commerce Technologies (2h)
 Trends in mobile commerce (m-commerce).
 Techniques for optimizing e-commerce sites for mobile devices.
 Developing mobile apps vs. mobile-responsive websites.
8. Marketing Automation and Analytics Integration (2h)
 Introduction to marketing automation tools (Mailchimp, HubSpot).
 Integrating analytics tools (Google Analytics, Facebook Pixel) into e-commerce sites.
 Using data to drive marketing strategies and enhance customer engagement.
9. Third-Party Integrations and APIs (2h)
 Understanding APIs and their role in e-commerce.
 Integrating third-party services (shipping, inventory management, CRM).
 Case studies of successful integrations.
10. Future Trends in E-commerce Technology (2h)
 Emerging technologies (AI, AR/VR, blockchain) in e-commerce.
 Predictions for the future of e-commerce technology.
 Discussing case studies of innovative e-commerce solutions.
Assessment:
 Final Project (40%): Develop and present an e-commerce website using a selected platform,
incorporating payment processing, security measures, and SEO strategies.
 Final Exam (30%): Theoretical and practical questions on e-commerce technologies, platform
management, and security.
  Class Participation (20%): Active engagement in discussions and practical workshops.
 Quizzes and Assignments (10%): Regular quizzes and assignments to reinforce knowledge of
course materials.
Recommended Learning Materials:
 E-Commerce 2022: Business, Technology, Society by Kenneth C. Laudon and Carol Guercio
Traver.
 Building E-Commerce Solutions with WooCommerce by Robbert Ravensbergen.
 Online resources and tutorials for popular e-commerce platforms and tools.
Proposed Syllabus: Computer Graphics
Course Description:
The "Computer Graphics" course introduces students to the principles and techniques of computer-
generated imagery. This course covers both 2D and 3D graphics, including rendering techniques,
modeling, animation, and visual effects. Students will explore various software tools and programming
languages used in graphics development and learn how to apply these concepts to digital marketing
campaigns, branding, and visual storytelling.
By the end of the course, students will have a solid understanding of computer graphics fundamentals
and practical skills to create engaging visual content for various digital platforms.
Course Objectives:
 Understand the basic principles and concepts of computer graphics.
 Gain proficiency in 2D and 3D graphics software and tools.
 Learn to create and manipulate graphical images and animations.
 Apply computer graphics techniques to enhance digital marketing strategies.
 Explore the role of graphics in branding and user experience.
Expected Competencies:
1. Graphics Software Proficiency: Ability to use graphics software (e.g., Adobe Photoshop,
Illustrator, Blender) for creating and editing images and animations.
2. Understanding of Graphics Fundamentals: Knowledge of the mathematical concepts and
algorithms used in rendering and modeling.
3. 2D and 3D Design Skills: Skills in designing 2D graphics and modeling 3D objects for use in
various applications.
4. Animation Techniques: Understanding of keyframe animation and motion graphics.
5. Visual Storytelling: Ability to use graphics effectively for communication, marketing, and
branding.
Course Outline:
1. Introduction to Computer Graphics (2h)
 Overview of computer graphics and its applications in digital media.

1. Introduction to Computer Graphics

 Definition: The field of computer graphics involves creating, manipulating, and representing
visual images and animations using computers.
 Types:
o 2D Graphics: Flat images created using two dimensions (width and height).
o 3D Graphics: Three-dimensional representations that can depict depth and perspective.
2. Basic Concepts

 Raster Graphics: Composed of pixels, used in images like photographs (e.g., JPEG, PNG).
 Vector Graphics: Uses mathematical formulas to create images, allowing for scaling without
loss of quality (e.g., SVG, EPS).
 Rendering: The process of generating an image from a model, including adding color, texture,
and lighting.

3. Graphics Software and Tools

 Graphic Design Software: Tools for creating 2D graphics (e.g., Adobe Photoshop, Illustrator).
 3D Modeling Software: Applications for creating 3D models (e.g., Blender, Autodesk Maya).
 Game Engines: Platforms for developing interactive 3D graphics and environments (e.g.,
Unity, Unreal Engine).

4. Applications in Digital Media

 Entertainment:
o Film a
o nd Animation: Used in visual effects (VFX), animated films, and character design.
o Video Games: 3D modeling, texture mapping, and real-time rendering for immersive
experiences.

 Advertising:
o Digital Advertising: Creation of eye-catching visuals and animations for marketing
campaigns.
o Branding: Logo design and promotional materials using both 2D and 3D graphics.

 Web Design:
o User Interface (UI): Designing visually appealing and functional interfaces for web-
sites and applications.
o Infographics: Visual representation of data and information for easier understanding.

 Virtual and Augmented Reality:

o VR Experiences: Fully immersive environments for gaming, training, and simulations.
o AR Applications: Overlays digital graphics onto the real world through devices like
smartphones and AR glasses.

 Medical Imaging:
o Visualization: Creating 3D models from medical scans (e.g., MRI, CT) for diagnosis
and education.
o Surgical Simulations: Training tools that use graphics to simulate surgical procedures.

5. Advancements in Computer Graphics

 Real-Time Rendering: Techniques that allow for complex graphics to be rendered quickly, en-
abling interactive applications.
 Ray Tracing: A rendering technique that simulates light behavior for more realistic images.
  Machine Learning: Used for enhancing graphics quality, creating textures, and automating de-
sign processes.

6. Challenges and Future Trends

 Performance: Balancing graphics quality with system performance and rendering times.
 Accessibility: Ensuring that graphics are accessible to all users, including those with disabili-
ties.
 Emerging Technologies: Exploring the potential of AI, deep learning, and advanced hardware
in enhancing graphic design and production.

 Brief history and evolution of computer graphics technologies.

1. Early Beginnings (1950s - 1960s)

 1950s: The first instances of computer graphics emerged with basic vector graphics, primarily
used for scientific and military purposes. Early computers like the Whirlwind created simple
line drawings.
 1960s: Ivan Sutherland developed Sketchpad, a revolutionary program that allowed users to in-
teract with graphics directly, laying the groundwork for future graphical user interfaces (GUIs).

2. Advancements in 2D Graphics (1970s)

 Raster Graphics: The introduction of raster graphics in the 1970s allowed for the representa-
tion of images as grids of pixels. Notable systems included the Bitmap graphics.
 Computer-Aided Design (CAD): Companies began adopting computer graphics for architec-
tural and engineering design, enhancing precision and efficiency.

3. Introduction of 3D Graphics (1980s)

 3D Modeling: The 1980s saw the development of 3D graphics, with software like AutoCAD
for design and animation tools such as Animagic.
 Rendering Techniques: Algorithms like Ray Tracing were introduced, allowing for more real-
istic light simulation in images.
 Video Games: The rise of home computers and gaming consoles led to the development of 3D
video games, such as Wolfenstein 3D (1992) and Doom (1993).
4. Growth of Animation and Special Effects (1990s)

 CGI in Film: Movies like Jurassic Park (1993) showcased groundbreaking CGI, blending real
and computer-generated elements.
 3D Software Development: Programs like Maya and 3D Studio Max emerged, providing
powerful tools for animators and designers.

5. Real-Time Graphics and Gaming (2000s)

 Game Engines: The introduction of sophisticated game engines (e.g., Unreal Engine,
CryEngine) enabled real-time rendering and complex interactions in video games.
 Shader Programming: Advanced techniques for manipulating graphics at a low level im-
proved the realism and detail of 3D graphics.

6. Digital Media and VR/AR (2010s)

 Virtual Reality (VR): Technologies like Oculus Rift and HTC Vive brought immersive experi-
ences to gaming and simulations, utilizing advanced graphics for realism.
 Augmented Reality (AR): Applications like Pokémon GO demonstrated how graphics could
overlay digital elements onto the real world.

7. Current Trends and Future Directions (2020s)

 Real-Time Ray Tracing: Technologies such as NVIDIA's RTX brought realistic lighting and
shadow effects to real-time applications.
 Machine Learning and AI: AI is increasingly being used for graphics generation, texture cre-
ation, and even automating design processes.
 Cloud Rendering: Cloud-based solutions enable high-quality rendering without the need for
powerful local hardware.

2. Fundamentals of 2D Graphics (2h)

 Understanding raster and vector graphics.

Understanding Raster and Vector Graphics

1. Definitions

 Raster Graphics: Also known as bitmap graphics, these are images composed of a grid of indi-
vidual pixels. Each pixel has a specific color value, and when combined, they form an image.
 Vector Graphics: These are images created using mathematical equations to define shapes,
lines, and colors. Instead of pixels, vector graphics use points, lines, curves, and shapes to rep-
resent images.
2. Characteristics

 Raster Graphics:
o Pixel-Based: Composed of a fixed number of pixels; the quality is resolution-dependent.
o File Formats: Common formats include JPEG, PNG, GIF, BMP, and TIFF.
o Color Depth: Can represent millions of colors depending on the bit depth (e.g., 24-bit
color allows for 16.7 million colors).

 Vector Graphics:
o Resolution-Independent: Maintains quality at any size, as it uses mathematical equa-
tions rather than fixed pixels.
o File Formats: Common formats include SVG, AI (Adobe Illustrator), EPS, and PDF.
o Scalability: Easily scalable without loss of quality, making them ideal for logos and il-
lustrations.

3. Advantages and Disadvantages

 Raster Graphics:
o Advantages:
 Rich detail and color depth make them ideal for photographs and complex im-
ages.
 Wide support across different platforms and applications.
o Disadvantages:
 Loss of quality when scaled up (pixelation occurs).
 Larger file sizes, especially for high-resolution images.

 Vector Graphics:
o Advantages:
 Scalable without loss of quality, making them ideal for resizing.
 Typically smaller file sizes compared to high-resolution raster images.
 Easier to edit individual elements (e.g., changing colors or shapes).
o Disadvantages:
 Less detail in complex images, such as photographs; may not capture intricate
textures.
 Requires vector-based software for editing (e.g., Adobe Illustrator).

4. Typical Use Cases

 Raster Graphics:
o Photography: Ideal for high-quality images where detail and color depth are crucial.
o Web Graphics: Commonly used for images on websites (e.g., product images, back-
grounds).
o Digital Art: Used for detailed artwork where pixel manipulation is essential.
 Vector Graphics:
o Logos and Branding: Perfect for logos, which need to be resized for different applica-
tions (business cards, billboards).
o Illustrations: Used in graphic design, cartoons, and technical illustrations.
 o Typography: Often used for fonts and text-based designs, allowing for crisp, clear text at
any size.

 Basic image manipulation techniques (cropping, resizing, filtering).

Basic Image Manipulation Techniques

1. Cropping

 Definition: Cropping is the process of removing unwanted outer areas from an image to focus
on a specific subject or composition.
 Purpose:
o Improve composition by removing distractions.
o Adjust the aspect ratio for different formats (e.g., social media).
o Emphasize the subject by eliminating unnecessary background.
 How to Crop:
o Use image editing software (e.g., Adobe Photoshop, GIMP).
o Select the crop tool, then define the area you want to keep.
o Adjust the selection as needed, and apply the crop.
 Considerations:
o Maintain the desired aspect ratio for specific uses (e.g., 16:9 for video).
o Be mindful of the image resolution to avoid losing quality in the final output.

2. Resizing

 Definition: Resizing involves changing the dimensions of an image, either enlarging or reduc-
ing its size.
 Purpose:
o Optimize images for web use, reducing file size for faster loading times.
o Prepare images for print in specific dimensions.
o Fit images into designated spaces (e.g., thumbnails, banners).
 How to Resize:
o Open the image in an editing program.
o Use the "Image Size" or "Resize" option, specifying new dimensions (width and height).
o Maintain the aspect ratio to prevent distortion unless intentional.
 Considerations:
o Resizing up can lead to pixelation and loss of quality.
o Resizing down usually preserves quality, but detail may be lost.
o Use high-resolution images when possible to ensure quality when resizing.

3. Filtering

 Definition: Filtering applies various effects to an image to enhance or alter its appearance.
 Types of Filters:
o Blurring: Softens the image or reduces detail (e.g., Gaussian blur, motion blur).
o Sharpening: Enhances edges and fine details (e.g., unsharp mask).
 o Color Adjustments: Modify brightness, contrast, saturation, or hue.
o Artistic Filters: Create stylized effects (e.g., watercolor, oil painting).
 Purpose:
o Improve image quality by adjusting clarity and color balance.
o Create artistic effects for design purposes.
o Reduce noise or distractions in an image.
 How to Apply Filters:
o Open the image in editing software.
o Navigate to the filters menu and select the desired filter.
o Adjust settings to achieve the desired effect and apply the filter.
 Considerations:
o Use filters judiciously; over-filtering can lead to unnatural results.
o Always work on a duplicate layer to preserve the original image.

 Introduction to graphic design principles (color theory, composition).

Introduction to Graphic Design Principles

1. Color Theory

 Definition: Color theory is the study of how colors interact and the psychological effects they
can have on viewers. It provides a framework for creating visually appealing designs.
 Color Wheel: A circular diagram of colors that illustrates the relationships between them. Key
categories include:
o Primary Colors: Red, Blue, Yellow – cannot be created by mixing other colors.
o Secondary Colors: Green, Orange, Purple – created by mixing primary colors.
o Tertiary Colors: Result from mixing primary and secondary colors (e.g., Red-Orange).

 Color Schemes:
o Monochromatic: Variations of one color (different shades and tints).
o Analogous: Colors that are next to each other on the color wheel (e.g., blue, green, and
teal).
o Complementary: Colors opposite each other on the wheel (e.g., red and green) – create
high contrast.
o Triadic: Three colors evenly spaced around the wheel (e.g., red, yellow, blue) – offers
vibrant contrast.
o Tetradic: Four colors forming a rectangle on the wheel, allowing for diverse palettes.

 Psychology of Color:
o Colors can evoke specific emotions and associations. For example:
 Red: Passion, energy, urgency.
 Blue: Trust, calmness, professionalism.
 Green: Nature, growth, tranquility.
 Yellow: Happiness, optimism, attention-grabbing.
o Understanding these associations helps in making informed design choices.
2. Composition

 Definition: Composition refers to the arrangement of visual elements in a design. A well-com-

posed design creates balance, harmony, and visual interest.
 Key Principles of Composition:
o Balance: The distribution of visual weight in a design. Types include:
 Symmetrical Balance: Equal visual weight on both sides (formal).
 Asymmetrical Balance: Unequal weight, but still visually balanced (informal).
o Alignment: The placement of elements in relation to each other and the overall layout.
Proper alignment creates a cohesive look.
o Contrast: The difference between elements, such as color, size, and shape. Contrast
helps to emphasize important aspects of the design and improve readability.
o Hierarchy: The arrangement of elements to show importance. Use size, color, and
placement to guide viewers' attention.
o White Space (Negative Space): The empty space around elements. It helps reduce clut-
ter, improve readability, and emphasize key elements.
o Repetition: Consistently using similar elements (colors, shapes, fonts) throughout the
design to create unity and reinforce a brand or theme.

 Rule of Thirds: A compositional guideline that divides an image into a 3x3 grid. Placing key
elements along the lines or at the intersections creates a more dynamic and balanced composi-
tion.

3. Graphic Design Software: Photoshop (2h)

 Overview of Adobe Photoshop tools and interface.
 Creating and editing images; working with layers and masks.
 Techniques for photo retouching and manipulation.
4. Introduction to 3D Graphics (2h)
 Basics of 3D modeling and rendering.
 Understanding the difference between 2D and 3D graphics.
 Overview of 3D coordinate systems and transformations.
5. 3D Modeling Software: Blender (2h)
 Introduction to Blender interface and basic modeling tools.
 Creating simple 3D objects and scenes.
 Applying materials and textures to 3D models.
6. Lighting and Rendering Techniques (2h)
 Principles of lighting in 3D environments.
 Rendering techniques and settings for realistic output.
 Introduction to rendering engines (Cycles, Eevee).
7. Animation Basics (2h)
 Keyframe animation principles and techniques.
 Creating simple animations in 2D and 3D environments.
  Overview of motion graphics and their applications.
8. Visual Effects and Compositing (2h)
 Introduction to visual effects (VFX) and their role in media.
 Basics of compositing and layering images.
 Using Adobe After Effects for simple VFX.
9. Graphics in Marketing and Branding (2h)
 Importance of visual content in digital marketing.
 Case studies of successful branding campaigns using graphics.
 Strategies for incorporating graphics into marketing materials.
10. Future Trends in Computer Graphics (2h)
 Emerging technologies in computer graphics (VR, AR, AI).
 Discussion on the future of graphics in digital media.
 Final project presentations and course summary.
Assessment:
 Final Project (40%): Create a digital marketing campaign that incorporates original graphics,
animations, and branding elements, presented as a portfolio.
 Final Exam (30%): Theoretical and practical questions covering computer graphics concepts,
software skills, and design principles.
 Class Participation (20%): Active engagement in class discussions, workshops, and peer
reviews.
 Quizzes and Assignments (10%): Regular quizzes and assignments to reinforce understanding
of course materials and software skills.
Recommended Learning Materials:
 Computer Graphics: Principles and Practice by John F. Hughes et al.
 The Animator's Survival Kit by Richard Williams.
 Online resources and tutorials for Photoshop, Blender, and After Effects.