Faculty of fundamentals of working with marketplaces and e-commerce - course 95,000 rub. from GeekBrains, training 9 months, Date: June 10, 2023.

At the faculty you will learn

Create online stores

Attract and retain customers

 Create online stores on Ozon, Wildberries and other marketplaces

 Analyze advertising effectiveness

Work with webmasters

 Develop promotional and assortment strategy

Review of the digital economy and analysis of e-commerce business models
- Analyze platforms and ecosystems
- Look for opportunities in the ecosystem
- Analyze and compare business models of different companies
- Build DTC and DNVB models for the e-commerce market
Marketplace as the main e-commerce platform
- Understand the difference between 1p, 2p, 3p models
- Identify key factors influencing sales on marketplaces
- Create instructions/checklists to quickly start a business
Scheme for bringing a business to Russian and foreign marketplaces
- Find opportunities to enter the markets of Europe and the USA, China and Southeast Asia
- Understand working with key marketplaces in Russia (Ozon, Wildberries) and other countries (eBay, AliExpress, Amazon)
Fundamental marketing strategies in e-commerce sales management

- Think over the depth and width of the assortment
- Analyze trends to change product policy
- Form an assortment, pricing and promotion strategy
- Manage the sales department
- Build sales funnels and evaluate the effectiveness of key indicators of each funnel level
- Apply the basic rules governing online commerce at the legislative level
Consumer. Target Audience Management
- Create RFM segmentation and conduct cluster analysis
- Build user journey maps
- Identify strengths and weaknesses of CJM, create an improvement plan
- Improve user experience in e-commerce
- Work with a single customer database
- Set customer service standards
- Manage the flow of customer requests
- Analyze and evaluate the effectiveness of customer-oriented business processes
Digital marketing and promotion
- Create a digital promotion plan based on the “digital funnel”
- Forecast key metrics and campaign optimizations
- Understand the main tools of performance marketing and the differences in monetization systems
Content marketing management: strategy, copywriting, photo and video content
- Analyze content effectiveness, conduct A/B tests
- Understand all possible types of content on the site
- Manage brand zones and product cards
- Develop video content for online sales
Online store management
- Understand the schemes of an online store
- Manage store marketing based on a “digital funnel”
- Manage key factors influencing store conversion
- Understand CJM inside the store
- Properly use basic promotion tools within the store
- Develop optimal logistics infrastructure schemes
Data: collection, analysis and management. Making management and marketing decisions based on data
- Understand different types of data and their sources
- Conduct an audit of existing data assets
- Work with basic analytics systems
- Work with data management platforms (CRM, CDP, DMP)
Project work
- Make a proposal for entering marketplaces
- Work with the consumer, assortment, promotion and profitability