19/12/2019
0
Views
E-Commerce Management - course RUB 75,900. from Iwengo, training 77 ac. hours, Date: November 29, 2023.
Miscellaneous / / November 30, 2023
In the course you will learn facts and current trends in the E-commerce market in Russia and in the world. We will teach you how to analyze buyer behavior, model their CJM and manage customer experience.
You will learn how the key business processes of an online store (marketing, operations and logistics) are structured, what costs and resources (technology, team) they will require, how to evaluate their effectiveness and measure achieved results.
-Owners of offline businesses and aspiring internet entrepreneurs who plan to launch their own E-commerce projects or enter marketplaces.
-Beginners who want to improve their skills in the field of Ecommerce and reach the expert level.
-Manufacturers, distributors, brands, retailers who are undergoing digital transformation or planning to launch an online sales channel.
Online course format: video lessons, tests and practical independent tasks on the educational platform:
More than 12 years in the web integrator business. He has gone through a long career path from a programmer, teamlead and department head to the CEO of QSOFT. Participated in projects and launches from scratch of online stores Eldorado, MTS, Hypermarket Globus. Each of the stores went from choosing an IT platform, designing a technical solution and integration flows, to launching a project in production, analyzing solutions and subsequent development. Also participated in projects of online stores: Svyaznoy, 1C, Rolf, Finn Flare, Sapato, Oodji, Lokomotiv, Respect, Veselaya Zateya and others.
During his leadership of the search engine optimization department, Ashmanov and Partners received three Adindex awards in the category “search engine optimization”: for satisfaction with the quality of service, recognition and the best search engine optimization according to major advertisers. Leading expert of ES Iran in the “Advertising” ecosystem, member of the Optimization conference committee: “Search marketing and online business promotion.” Teacher at the Academy of Internet Marketing and regular speaker at industry conferences - RIW, SPIC, Optimization, eTarget. Previously Director of the Search Engine Optimization Department, Director of Business Development, Head of Business Development Department - passed all stages of the career ladder in the company "Ashmanov and Partners", whose SEO laboratory is considered one of the best in Russia. Constantly practices and deals with current SEO technologies.
Has 26 years of management experience in business of major companies such as PepsiCo, VOLVO, BIC, DirectGroup, Ozon, WardHowell.
She created and launched Russia’s first operational and logistics complex for online trading, “Horizon-1” (Russia). Tver) for Ozon. She held the positions of Country Manager, COO, CEO and General Director. Under Tatyana’s leadership, large-scale E-commerce projects were implemented to build warehouse complexes with the introduction of new fulfillment technologies. The basis of professional expertise is strategic management, sales management B2B/B2C/B2G/M2C, construction and optimization of business processes, especially the operating unit in ecommerce. Tatyana’s portfolio includes a large number of projects related to the development of E-commerce business processes and the transformation of key indicator systems, which allows you to transfer experience both to start-up projects and to large companies on a wide range of issues affecting profitability and operational efficiency business.
1 Conversion funnels
Video lessons: 1 hour
Tests and assignments: 1 test and 2 assignments
Basics of E-commerce: conversion funnels - how online business works and how the online sales process works
What are the components of an Internet business strategy?
Strategic Performance Indicators
Online store management checklist
CJM (Customer Journey Map) - a customer journey map as a methodology for building a successful E-commerce business
2 Market
Video lessons: 1 hour 20 minutes
Driving forces and drivers of the E-commerce market in Russia and in the world
Growing and Declining Market Segments
Key figures and trends
Factors influencing consumer choice
3 Buyer
Video lessons: 1 hour 30 minutes
Tests and assignments: 1 test
How buyers behave when shopping online, how to customize your business in accordance with the needs and expectations of the buyer, and thereby increase sales
3 main scenarios for buying online
Segments of online shoppers and their differences from each other
Key behavior features: long conversion funnels, mobile, omni-ROPO and others you need to know to set up your business
4 Business models
Video lessons: 3 hours
Tests and assignments: 1 test and 4 assignments
All business models of E-commerce and omnichannel, you will understand which business model your business can transform in the next 3-5 years
Review of E-commerce business models in Russia and in the world
Analysis of the DTC business model for manufacturers, distributors and brands
Overview of the marketplace business model
Examples of business models, incl. B2B and service
Algorithm for analyzing and selecting a business model for a specific business
5 Assortment
Video lessons: 5 hours
Tests and assignments: 1 test and 4 assignments
Assortment as a key factor influencing E-com business: differences between offline and online
Search demand, methods for its determination, semantic core of Internet business
Depth and width of assortment, their impact on traffic
Competitive environment: methods of analysis on the Internet
ABC principle for price
Managing the sales cycle and product availability on the web storefront
Analysis of KPIs of stock movement and sales profitability management
6 Pricing
Video lessons: 2 hours 30 minutes
Tests and assignments: 1 test and 2 assignments
5 Pricing Strategies
Marketing pricing strategies and examples of their use
Price monitoring and competitive price analysis systems
Traffic-Turnover-Profit Strategies by Product Subcategories
Relationship between prices and assortment groups
7 E-commerce and the Law
Video lessons: 1 hour 38 minutes
Tests and assignments: 1 test
Basic regulations governing E-commerce
Who, what and how trades in E-commerce
Basic legal violations of online stores
Legislative prospects for E-commerce in Russia
8 IT systems E-commerce
Video lessons: 4 hours 40 minutes
Tests and assignments: 1 test and 4 assignments
If you create or manage an online store yourself, then you must be well versed in the IT part.
You will study which IT systems are involved in the operation of an online store and how they interact with each other
You will learn what your CRM system should be able to do.
You will understand what mistakes to avoid when choosing an IT contractor and how to choose the right one
9 Golden Rules of Usability
Video lessons: 3 hours 30 minutes
Tasks: 2 tasks
You will study the rules and laws of usability that affect conversion
You will learn how to design a web showcase using the Golden Rules of Usability
You will understand how to test an online storefront
You will understand how “buttons”, “links” and content affect conversion and your money
You will learn the techniques and methods of creating selling content
You will learn to create the correct product card guidelines
10 Selling product card
Video lessons: 9 hours 25 minutes
Quests: 12 quests
Product card structure
Key elements of the product card
Golden rules for creating visual content
Golden rules for creating a selling description
Product card accents
Golden rules for working with reviews
Effectiveness of changes in the product card
11 Digital marketing
Video lessons: 8 hours 30 minutes
Tests and assignments: 1 test and 7 assignments
How to build an effective marketing strategy
Marketing Channel Management Tactics
How to calculate performance indicators
Organizational structure of the digital marketing department, roles, functions, KPIs
Basic KPIs of digital marketing and methods for calculating them
12 Search Engine Marketing SEO (SEM)
Video lessons: 1 hour 22 minutes
Tests and assignments: 1 assignment and final test
An additional block on search engine optimization will help you understand the issue of building a website promotion strategy in search engines.
Introduction to Search Marketing
Transition from SEO to SEM
Goals of working with the search space
The basic principle of a search engine
Traffic Ranking Factors
Text Ranking Factors
Technical Ranking Factors
External ranking factors
Commercial Ranking Factors
Marketing component
Behavioral Ranking Factors
Search Engine Marketing Tips Digest
13 Management analytics
Video lessons: 1 hour 30 minutes
How to measure the profitability of a business project
Principles for building an end-to-end analytics system, reports and dashboards
14 Operations and logistics
Video lessons: 7 hours
Tests and assignments: 1 test and 3 assignments
Study all stages of order movement and learn how to manage the operational cycle of fulfilling orders and obligations to customers
Learn to recognize risks and bottlenecks in interactions with customers (delivery times) and key departments of the company
Learn to draw up technological maps and manage the processes of storing goods, assembling and packaging orders, taking into account the specifics of your company
Make a list of requirements for delivery services and determine the necessary KPIs to control them
Develop an operational development plan and select priorities for the main actions for progressive sales growth
15 Operational CRM
Video lessons: 12 hours
Tests and assignments: 1 test and 8 assignments
You will learn:
Order funnel and Cancellation Rate, Return Rate, Delivery Rate indicators
The “Polar Bear” case: how end-to-end failures in a company’s business processes lead to customer losses and how to change it
Organizational structure and performance indicators of operational CRM
System and approaches to handling customer complaints
Customer service matrix and three types of service
Compensation policy, its role and methodology for drawing up
How to create a compensation budget
Methodology for conducting Mystery Shopping and analyzing the results
16 Golden Rules of Marketplaces
Video lessons: 19 hours
Tests and assignments: 4 tests and 3 assignments
Study the business processes and features of the 8 largest marketplaces in Russia
Learn to calculate costs and consider what methods of promotion on marketplaces exist
Get the Library of additional applications for successful work on marketplaces:
1. Golden rules for working on marketplaces
2. List of service companies and marketplace partners
3. Instructions "How to connect and sell on Ozon"
4. Useful links and glossary
Subscribe
YOU MIGHT ALSO LIKE
-
-
-
19/12/2019