Want to know how to set up an online store and not sure where to start? This practical programme developed by industry leading eCommerce experts will give you the tools and knowledge needed to plan, build, protect, manage & market an online store.
This programme is run in association with the Irish Internet Association (IIA).
The Diploma in eCommerce is suitable for...
All modules will be delivered over 12 consecutive Thursday evenings, 6.00pm - 9.30pm.
Module 1: Create a Compelling Online Brand
Just like your offline store, your e-Commerce brand should have its own (complementary) character and characteristics based on a compelling and relevant customer proposition. What kind of e-commerce business are you going to be? This module will provide examples and reviews of successful e-Commerce brands; how they’ve taken advantage of the internet to grow their online sales through customer engagement, value proposition and business model (e.g. subscription for repeat purchase, pricing etc.) and how they have integrated their online & offline customer propositions.
Module 2: Understand the e-Commerce Lifecycle
In this module you will gain a better understanding of e-Commerce terminology, learn about the advantages and the limitations of e-Commerce and address some of the similarities and differences between traditional commerce and e-Commerce and between B2B and B2C e-Commerce solutions. You will examine the stages of an e-Commerce operating model and get a solid foundation for the steps you need to take to implement an e-Commerce solution.
Module 3: Manage Your e-Commerce Transition
This module will cover the financial planning and project management aspects of your e-tail business. It will look at how to build your business plan, set budgets, and manage your KPIs. It will show you the impact of commercial decisions on your bottom line and how to optimise your profitability through appropriate stock, transaction (payment systems and bank charges and foreign exchange) and deals management.
Module 4: Develop & Manage Your Content
In this module you will learn how to create and present high quality relevant product information (copy, images & video) that can compensate for the fact that the customer cannot touch and trial the product. This will ensure that you deliver vital and relevant content in a logical format that positions you as a trusted resource to which the customer will turn when s/he is ready to buy.
Module 5: Customer Experience & Online Store Architecture
An effective website design is your key to driving your online visitors to become customers and then repeat customers. This module will look how to build a successful website design that optimises online visitor transactions and creates an engaging user experience. A practical demonstration of the Shopify platform will give participants the building blocks to start selling online straight away!
Module 6: Transaction & Data Management
An efficient check-out process is the ‘point of no return’ for consumers and the point at which customers are most likely to exit. How to do you ensure that your check-out process is efficient and provides the necessary clarity and assurances for the customer that will encourage them to make a purchase. This module will examine the different methods of accepting payments securely online (PayPal, e-Wallets and off the shelf e-commerce solutions), give you to tools to decide which payment system will work best for your customer proposition and which will ensure well optimised mobile transactions.
You will also examine best practice protocols and procedures to ensure you are keeping customer data secure, that you are not holding unnecessary data and that you understand your obligations as an e-Commerce business under the terms of the General Data Protection Regulation (GDPR).
Module 7 - 10: Driving Customer Traffic
(Modules 7-9) How do you ensure that you attract your target customers to your website? These modules will look at effective use digital marketing tools and techniques to drive quality traffic to your website (SEO, PPC and Google Shopping Ads, Email, Location Based Advertising, Affiliate and Native Advertising) and how to use Deals Management to its best advantage (Groupon, Livingsocial etc.) with a focus on customer segmentation & personalisation throughout. You will also look at how to re-target customers who have abandoned their baskets before completing their purchase and others who have visited your website, how to build a quality email database, generate & develop leads.
(Module 10) This module will guide you in how to manage the social media presence of your eCommerce business and create a social media marketing strategy that complements your eCommerce brand customer proposition. You will learn about relationship marketing and the power of online word of mouth and how to grow your organic reach on key platforms like Facebook, Twitter and Instagram. You will explore how third-party platforms like Buffer, Hootsuite, Rival IQ and Canva can assist with creating, implementing and managing your social media and content strategy. You will also look at how you can build a loyal, active network and how to drive new and existing customers back to your website using Social Media platforms through organic content and social media advertising.
Module 11: eCommerce Tracking & Website Analytics
Learn how to effectively use website analytics to grow your business. This module demonstrates how Google Analytics can be used to; understand your audience, their behaviour through your website and how your products are performing. You will utilise key areas such as segmentation, enhanced Ecommerce analysis and marketing channel reporting. You will also have the opportunity to test out your new found knowledge using a demo website and analytics account.
Module 12: Order Fulfilment & Online Customer Service
The challenge for many online retailers is building a relationship of trust with their customers online. One aspect of this is order fulfilment: picking, packing and delivery. This module will take you through the range of distribution models available to you and to evaluate the distribution costs and their impact on your profit. You will also look at the range of tools available for communicating with your customers to enhance their experience and ensure customer satisfaction. Asking questions such as; how to clearly display your terms and conditions on your site; how to ensure an easy return and refund process; and how to manage both positive and negative feedback.
Participants who attend a minimum of 10 modules will be awarded an Irish Times Training Diploma in eCommerce (in association with the Irish Internet Association).
You can book online and pay by credit card or by invoice (company sponsorship only for invoice bookings). We also offer a payment plan option which is three installments over the duration of the course - please contact us directly to arrange.
For more information or to request a course overview, contact Nikki, t. (01) 472 7101 or e. firstname.lastname@example.org.
(incl. course materials & refreshments)
The Irish Times Building,
24 - 28 Tara Street,
This course is also offered on a tailored in company basis
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‘The Digital Marketing course was really useful in terms of making sure I am up to date with the latest tools and techniques for online communications. It strengthened my knowledge of topics such as data protection and eMarketing, and I got some great tips on writing for digital, SEO and Google AdWords. I will definitely apply lots of what I learned in the promotion of both my own business and in my work with clients. ’
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