NB it is necessary to have an advanced level of the Italian language to access the courses

Contents and Program of the Master in E-Commerce

The E-Commerce Master course is, among our e-commerce and ecommerce Milan courses, the one designed to concretely support those who want to start or manage an E-commerce project. A team of 15 specialists chosen and coordinated by us will teach in the 15 training modules in which the course is articulated, all that is needed to be able to work professionally at the highest levels in the e-commerce world. Below are the 3 main areas in which the E-COMMERCE Master Course is divided:

1. The Technologies for E-Commerce

It starts with an understanding of the various technological options available and the choice of the software to be used as a technological platform. Particular attention will be devoted to the evaluation of different Open Source solutions such as Magento, Prestashop and others, with insights on how to install them and how to use all the main features, those of Magento (the most widespread platform in the world currently) in particular. In this phase we will also discuss layout, usability and optimization of the User Experience. In this phase the participants will already be able to put their own website and commerce online using Magento, the software we consider the best solution to open an online store quickly and at low cost, without however renouncing the opportunity to use as needed very wide range of Magento features.

2. The Strategies and Management of an E-Commerce

In this part we examine in depth the key factors to consider in order to realize a successful E-commerce, considering both aspects of online marketing and business levers such as Delivery policies (delivery of goods), Drop Shipment options, the theme of the modalities of payment, customer care, the importance of customer retention. We 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 conversion into sales will then be introduced. We will also understand the supporting role that social media can play. In the final part we will deal with the topic of performance monitoring through the tools of Web Analytics and the prospects of mobile commerce.

3. The Generation and Conversion of Traffic for e-Commerce

Having made the right choices of technology (software), knowing how to use the features and having planned an optimal strategy are only the starting point of a challenge that over time will be played above all on the ability to acquire qualified traffic for your 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: The SEO (1 basic module 1 advanced module) the SEM and display advertising (1 basic module 1 advanced module), EMAIL MARKETING, inbound marketing and LEAD GENERATION, DIGITAL STRATEGY and media integration. The increasing incidence of mobile as a tool for traffic generation and sales (mobile commerce) determines the choice to insert a specific module on MOBILE MARKETING, just as the growing presence on the social media of the E-commerce world also required a form of introduction to social media or FACEBOOK MARKETING. Much attention is then devoted to the tracking tools (the analytics) necessary to understand the return of online investments, consumer preferences, seasonality of sales, the location of buyers, the performance of different traffic acquisition channels. For this reason also on the WEB ANALYTICS we expect both a BASIC module and an ADVANCED module.

The Training Modules of the Master E-Commerce

Magento E-Commerce Software Course: amazing open source solutions for your online store!

We will analyze the pros and cons of the different avenues for choosing your own E-commerce platform by assessing the risks and opportunities of each of them from using proprietary solutions to choosing an open source CMS software (content management system). We will indicate why we favor the choice of Open Source solutions and in particular for the Magento CMS. We will create online stores using the same Magento and teach you how to use the main features: from the creation of the product catalog to the enrichment of the product cards, from the marketing features

E-Commerce Strategies Course

We will define the critical success factors of an online sales project by analyzing for each of them the Best Practices that produce the best results. We will talk about online strategy, online sales channels and technological choices. In Corso Magento there will be no shortage of offline topics such as the choices of the range, those of warehouse management (Drop Shipment), Customer service and organizational structure.

E-Commerce Regulations:

We will present all the key issues to consider when you want to open an e-commerce site: right of withdrawal, privacy, use of cookies, online contracts, community and non-EU VAT, registration to the VIES database (Vat Information Exchange System). We will also discover the differences to consider for the Business to Business sale compared to the Business to Consumer sale and we will see the new legislation that regulates the sector at the European level.

Digital Strategy Course: 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 to implement targeted strategies in terms of location, days, times as well as interests, age and sex of the user. These include Google Adwords and its features of both Keyword advertising and Display Advertising (banners).

E-Mail Marketing Course: online sales also travel via e-mail

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 and copywriting solutions to be able to significantly improve the performance of this instrument.

Basic Web Analytics 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 check 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 carried out by the visitors of their website in order to maximize the chances that they become customers. We will understand how to assign to each medium (SEO, SEM, Email, social media, ETC.) 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 Marketing Course: 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.

Location Based Marketing Course: Get yourself 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.

Facebook Advertising

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

Advanced SEO 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 result in significant changes for SEO specialist activity. In particular, the increasing need for integration between this discipline and the themes of content marketing, social media, 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.

Advanced Web Analytics Course: Integrated datas to improve manager's decision making!

The increasing availability of information available in the digital marketing world requires the ability to know how 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. However, we will also discover and use A / B testing and eye tracking tools to improve the understanding of preferences, habits and interests of our potential customers.

User Experience

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.

Professional outlets

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)
  • E-Commerce Entrepreneur
  • 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:
  • Italian

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Last updated July 2, 2019
This course is Online, Campus based, Online & Campus Combined
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