The aim of this work is to develop a proposal for a methodology in the university environment that enables us to design our course with an approach based on the development and acquisition of competences within the framework of the European Higher Education Area (EHEA), allowing a transition from a model focused on teaching to a model focused on…

Personalization technology has become an important topic in e-commerce, fostered by the emergence of the relationship-marketing paradigm. But teaching e-commerce personalization technology is a challenging task, since it requires a balance between marketing and management and technical implementation issues that must be calibrated according to the…