Business & Actuarial Studies
E-Commerce and Marketing Management
E-Commerce and Marketing Management explores how businesses sell products and services online and how to drive digital consumer engagement. Students learn to build online storefronts, manage digital advertising campaigns, analyze consumer behavior, and optimize the online checkout experience. The program blends traditional marketing strategy with the technical realities of the digital marketplace.
Program objectives
- 01Understand the technical and business models of e-commerce platforms.
- 02Master digital marketing channels, including SEO, PPC, and social media advertising.
- 03Learn to analyze web traffic and consumer behavior data to optimize sales funnels.
- 04Develop strategies for customer retention, branding, and online reputation management.
Why choose this program
Explosive market growth
Retail is rapidly shifting online, making e-commerce expertise essential for modern business survival.
Measurable results
Digital marketing allows you to track every dollar spent and see exact returns on investment.
Entrepreneurial opportunities
The skills learned are directly applicable to starting your own online business or dropshipping venture.
Skills you'll build
- Digital advertising platforms (Google Ads, Meta Ads)
- SEO and SEM strategies
- Web analytics (Google Analytics)
- E-commerce platform management (Shopify, WooCommerce)
- Creativity
- Data-driven decision making
- Adaptability to algorithm changes
- Persuasive communication
Tools & software
- Google Analytics
- Meta Business Suite
- Shopify/Magento
- Email marketing software (Mailchimp)
- SEO tools (SEMrush, Ahrefs)
Challenges to expect
Academic
- Keeping up with the constantly changing algorithms of search engines and social media platforms.
- Understanding the technical backend of web tracking and attribution models.
Technical
- Ad fatigue and rising customer acquisition costs require constant creative testing.
Financial
- Running paid ad campaigns for class projects or startups requires a real financial budget.
Personal
- The fast-paced, always-online nature of digital marketing can lead to burnout.
Tips from the field
- Run a small, low-budget digital ad campaign for a personal project or local business to understand how the platforms actually work.
- Learn basic HTML/CSS and how tracking pixels work, as technical marketers are much more valuable than purely creative ones.
- Follow industry blogs and algorithm updates daily, as digital marketing tactics expire quickly.
Career paths
- E-Commerce Manager
- Digital Marketing Specialist
- SEO/SEM Analyst
- Growth Hacker
- Brand Manager
Where you can study this
| Name | Latest cutoff | Tuition (annual) |
|---|---|---|
| Ghana Communication Technology UniversityBSc | — | GHS 4,040–5,980 |
FAQs
Is this just about running social media pages?+
No. While social media is one channel, the program covers deep technical analytics, search engine optimization, paid advertising algorithms, and conversion rate optimization.
Do I need to know how to code?+
You don't need to be a software engineer, but understanding basic HTML, CSS, and how web tracking pixels work is crucial for technical marketing.
What is SEO and why does it matter?+
Search Engine Optimization is the process of making your website rank higher on Google for free, which is a massive driver of sustainable e-commerce revenue.
How do I prove my skills to employers?+
Run your own small e-commerce store, blog, or digital marketing campaign and show employers the real data and return on investment you generated.
Is traditional marketing dead?+
No, but it has merged with digital. Understanding consumer psychology and brand positioning is just as important as knowing how to target Facebook ads.
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