MASTER CONTENT AND PROGRAM IN E-COMMERCE
The E-Commerce course Master course is, among our e-commerce and e-commerce courses in Milan, the one designed to concretely support those who want to start or run an E-commerce project. A team of 15 specialists chosen and coordinated by us will teach you in the 15 training modules in which the course is articulated, all you need to be able to work professionally at the highest levels in the e-commerce world. Below are the 3 main areas in which the Master Course E-COMMERCE is divided:
1. TECHNOLOGIES FOR E-COMMERCE
It starts with an understanding of the different technological options available and the choice of software to be used as a technological platform. Particular attention will be dedicated to the evaluation of the various Open Source solutions such as Magento, Prestashop and others, with insights on how to install them and how to use all the main functionalities, those of Magento (the most widespread platform in the world currently) in particular. In this phase we will also talk about the layout, usability and optimization of the User Experience. At this stage the participants will already be able to put their own e-commerce site online using Magento, the software we consider the best solution to open an online store quickly and at low cost, without giving up the opportunity to use the need to l very wide range of Magento features.
2. THE STRATEGIES AND THE MANAGEMENT OF AN E-COMMERCE
In this part the key factors to consider in order to realize a successful E-commerce are analyzed, considering both aspects of online marketing and business levers such as delivery policies, Drop Shipment options, the theme of how to payment, Customer care, the importance of Customer retention. It will talk about the advantages and disadvantages of e-commerce and the teacher will give the main tips to sell online. The theme of traffic acquisition channels and their impact on sales conversion will then be introduced. We will also understand the supporting role that social media can play. The final part will be the theme of performance monitoring through Web Analytics tools and mobile commerce perspectives.
3. THE GENERATION AND CONVERSION OF THE TRAFFIC FOR E-COMMERCE
Having made the right choices of technology (software), learn how to use the features and have planned an optimal strategy are just the starting point of a challenge that over time will be played especially on the ability to acquire qualified traffic for its E-commerce portal and turn it into sales, possibly recurring and even better if generated by positive references from other customers. For this reason there are numerous training modules dedicated to the main online sales channels: SEO (1 basic module 1 advanced module) SEM and display advertising (1 basic module 1 advanced module), EMAIL MARKETING, inbound marketing and the LEAD GENERATION, THE DIGITAL STRATEGY and the integration of the vehicles. The increasing incidence of mobile both as a means of generating traffic and selling (mobile commerce) determines the choice to insert a specific module on MOBILE MARKETING, as well as the growing presence on social media in the E-commerce world also required a module introduction to social media or FACEBOOK MARKETING. Much attention is then dedicated to tracking tools (the analytics) essential to understand the return of online investments, consumer preferences, the seasonality of sales, the location of buyers, the performance of the various traffic acquisition channels. This is why we also expect both a BASE module and an ADVANCED module on WEB ANALYTICS.
FORMATIVE MODULES OF THE MASTER E-COMMERCE
COURSE MAGENT E-COMMERCE SOFTWARE: amazing open source solutions for your online store!
We will analyze the pros and cons of the various avenues for the choice of its E-commerce platform evaluating risks and opportunities of each of them from the use of proprietary solutions up to the choice of an open source CMS (content management system). We will indicate why we are inclined to choose Open Source solutions and in particular for Magento CMS. We will create online stores using the same Magento and we will teach you to use its main functionalities: from the creation of the product catalog to the enrichment of the product sheets, from the marketing functionalities
COURSE E-COMMERCE STRATEGIES
We will define the critical success factors of an online sales project by analyzing the best results for each of them. We will talk about online strategy, online sales channels and technological choices. In the Magento course there will be no offline topics such as range choices, warehouse management (Drop Shipment), Customer service and organizational set-ups.
CORSO DIGITAL STRATEGY: online
Overview of all the main online marketing channels, peculiarities and differences between them. From SEO to email marketing, going through social media and coming to mobile, we will try to understand what criteria should guide us in choosing the optimal mix for different types of companies and businesses. In this and in the Master in Web Marketing and Social Media, we will then discover the integration strategies of the channels aimed at maximizing the contribution of each of them in the cycle that starts from the traffic generation and must lead to the conversion into sales, also considering offline aspects.
BASIC SEO COURSE: Search Engine Optimization to maximize visits!
Activities aimed at optimizing the presence on search engines in order to generate traffic of users interested in their products and services. Historical discipline that has undergone radical changes in the last 2 years, becoming the most holistic of web marketing disciplines.
SEM BASE COURSE
Module which teaches how to use different PPC (Pay Per Click) tools, thanks to which strategies can be implemented in terms of locations, days, hours as well as interests, age and sex of users. These include Google Adwords and its features of both Keyword advertising and Display Advertising (banner).
E-MAIL MARKETING COURSE: online sales also travel via e-mail
The DEM (Direct Email Marketing) is a historically dated tool but still extremely effective in stimulating actions that often lead to online sales. We will see all the technological and communicative devices and copywriting to improve the performance of this instrument.
WEB ANALYTICS BASE COURSE: study the online market, analyze the behavior of your potential customers
We will teach you to use the software, first of all Google Analytics useful for acquiring business intelligence information on the needs, behaviors, tastes and preferences of your audience. Then implement subsequent web marketing actions whose results will be re-measured and interpreted. Among the other tools we will also talk about A / B testing tools, heat maps, webmaster tools and more.
MOBILE MARKETING COURSE: before buying everyone checks the reviews, prices, experiences of other buyers!
We will discover how, through Smartphones and Tablets, it is now possible to reach your audience and create integrated strategies with other media. We will understand how to design Mobile Apps, mobile advertising campaigns, SMS marketing, mobile Couponing.
INBOUND MARKETING COURSE
Through this emerging discipline we will define the sequence of optimal actions (Funnels) to be made to the visitors of its website in order to maximize the chances of converting into customers. We will understand how to attribute to each medium (Seo, Sem, Email, social ...) the right role in the right phase of the conversion process.
WORDPRESS COURSE WEBSITE CREATION: Discover WordPress to build your E-commerce site
The website is the point of departure and arrival of every web marketing action and as such it is a dynamic tool that you must be able to improve and change every day. In this module we will teach to do so, using WordPress, the CMS that allows you to create and manage websites without the need for programming and design skills.
AFFILIATE COURSE MARKETING: Expand your sales network, hire intermediaries
The New Business activity traditionally carried out through agents and sales networks in the traditional offline world is increasingly finding online a consideration in affiliate marketing. We will learn to know its principles, intermediaries and software to create, manage and remunerate its online sales force.
COURSE LOCATION BASED MARKETING: Get to the right place at the right time
The development of technologies and the mobile world allow today to be able to carry out marketing actions based on the geographical position of our potential customers allowing them to reach them in the right place and time to optimize their advertising costs. We will discover in this module the ways and the software to do it.
We will set up advertising campaigns with all the tools that Facebook provides to reach millions of potential customers but in a targeted way based on gender, age, domicile and interests. From Facebook adv to the sponsorship of content, from the Offer to the Facebook remarketing and then analyze the results with Facebook Insights.
ADVANCED MASTER E-COMMERCE MODULES
SEO ADVANCED COURSE: the latest changes in SEO and how to deal with them!
We will present the latest updates in search engine algorithms (Google Panda, Penguin, Hummingbird and others) that determine significant changes for the activities of SEO specialists. In particular, the increasing need for integration between this discipline and the issues of content marketing, social media, and semantics in order to produce results. We will also propose some advanced tools.
SEM ADVANCED COURSE: programmatic
We will understand how the emerging technologies of Programmatic Buying and Real Time Bidding are giving a new direction to the SEM sector and we will understand the logic on which these technologies are based. But we will also deepen the opportunities of Retargeting / Remarketing technologies and we will try the tools made available by the main players in the sector.
WEB ANALYTICS ADVANCED COURSE: Integrated datas to improve manager's decision making!
The increasing availability of information available in the digital marketing world requires the ability to use tools that can effectively integrate them as Google's Universal Analytics. In this module we will learn to integrate mobile and desktop data with data from social media and social analytics. We will also discover and use tools of A / B testing and eye tracking to improve the understanding of preferences, habits and interests of our potential customers.
You will learn how to design immaterial design, to create an effective strategy to improve the user experience on a 360-degree website. You will understand the difference between UX and UI because to be really useful for users who visit a site is not enough graphics: the interface is not the solution. We will explain what the user experience is, what the important elements for the success of a successful project: website usability, content strategy, visual design, information architecture, user research, graphic interaction and many others, in addition to the indispensable tools for maximum effectiveness of the user experience.
The e-commerce course provides the preparation and certifies the necessary skills to become:
- E-COMMERCE MANAGER
- E-COMMERCE SPECIALIST (seo, sem, analytics, e-mail marketing)
- ENTREPRENEUR E-COMMERCE
- E-COMMERCE PROJECT MANAGER
PRACTICED WORK EXPERIENCE (optional)
We offer the E-commerce Master students who request it, the opportunity to practice in the field through a real WORK EXPERIENCE, which we will evaluate and can then be included in their curriculum as experience. Inserted into a work team coordinated by 3 digital professors, the students have the opportunity to deepen the concepts and skills learned during the practical-operational lessons with a real practical experience. In a labor market that requires more and more specialization it becomes crucial to be able to demonstrate that it has carried out a first curricular activity in the context coherent with the studies of the Master E-commerce.
Precisely in this logic we have thought of a formula that allows the student to choose the area in which to specialize and to be included in the related work team. In collaboration with colleagues and under the supervision of professional e-commerce consultants, web marketing, digital marketing and social media marketing, the student has the opportunity to work in a team on real activities and follow all the stages of implementation, for the achievement of objectives that will be measured in KPI.
A curricular work to be inserted under one's own professional experiences.
At the end of the Work Experience, in fact, the student will be able to insert the experience of apprenticeship in his / her curriculum, explicitly declaring to have had a work experience of practicum in the e-commerce with Digital Coach.
Program taught in: