In partnership with the Irish Times Training, IIA is proud to bring to you Ireland’s first professional eCommerce course! In 11 weeks you will learn everything you need to know about running a successful business.
Module 1: Planning your e-Commerce Customer Proposition
Plan a successful e-commerce business: just like off-line stores, each successful ecommerce brand has its own unique character and characteristics based on a compelling customer proposition. Which kind of e-commerce business are you going to be? This module will provide examples and reviews of successful ecommerce brands, how they’ve taken advantage of the internet to grow their online sales through customer engagement, value proposition, business model (e.g. subscription for repeat purchase, pricing etc..)
Lecturer: Graham Merriman, Carrickane Consulting
Module 2: Business Planning
How to run a successful ecommerce business. This module will cover the financial planning 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 management, transaction management (payment systems and bank charges and foreign exchange) and deals management.
Lecturer: Gordon Newman, Lifestyle Sports
Module 3: Effective Website Design
Off-line retailers have spent years perfecting the layout of their stores to guide customers through the full range of product offering and encourage up-selling and cross-selling through use of signage, point-of-sale materials and check-out management. Likewise, an effective website design is your key to driving your hard won visitors into customers. This module will provide examples and reviews of successful website designs that have optimised online visitors transactions.
Lecturer: Gareth Dunlop of Fathom
Module 4: Driving Customer Traffic – PPC, SEO, Affiliate Marketing and E-Mail Marketing, Deals Management
Now that you’ve got a great website up and running that will drive visitors to the check-out, how do you ensure that you attract sufficient traffic to your site in the first place? This module will look at effective use of PPC and SEO to drive traffic to your site. (As per Digital Marketing Diploma)
Lecturer: Ronan O’Brien of Zatori
Module 5: Transaction 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 review usability of check-outs for effective online selling. It will examine the different payment systems that are available to the ecommerce manager and give them to tools to decide which payment system will work best for their customer proposition.
Lecturer: Bob Curran of Buy4Now & Paul Dunne of Realex Payments
Module 6: eCommerce Customer Services: CRM – Relationships and Returns
The challenge for many retailers is building a relationship with their customers appropriate to their brand. To what extent can you build trust online? How to you manage your online customer services, how clearly are your terms and conditions displayed on your site, how easy is your returns and refund process. This module evaluates excellent customer service in ecommerce propositions and shows you the range of tools available for communicating with your customers to enhance their experience and drive customer satisfaction.
Lecturer: Bob Curran of Buy4Now
Module 7: eCommerce Customer Services: Deliveries and Deadlines
The big challenge for many ecommerce businesses is picking, packing and delivery. This module has been designed to take you through the range of distribution models available to you and to evaluate the distribution costs and their impact on your profit. Order Fulfilment is the biggest change for most ecommerce businesses.
Lecturer: Rory O’Connor of Scurri.com
Module 8: International e-Commerce: Translations & Transactions
This module has been designed to teach you the key skills needed to sell online across language and culture barriers as well as dealing with international trading standards and jurisdictions –within the EU and beyond. You will acquire practical tips on how to approach your international strategy; examining the importance of language and culture, international SEO and PPC, international payment solutions, customer follow up and international website hosting.
Lecturer: Mark Rodgers of Cipherion Translations
Module 9: Metrics / Analytics
You need to know how well you’re doing – this module provides you with metrics against which you can benchmark your performance. Visitors, conversions, bounce rates, ROI on marketing spend, basket-size – effectively retail KPIs for online business as well as digital marketing analytics.
Lecturer: Antonie Geerts of Seditio
Module 10: Content – Images and Copy
Writing great copy that sells product, providing great images and videos that compensate for the fact that the customer cannot touch and trial the product. Leveraging content marketing to deliver vital, relevant content that positions you as a trusted resource to which the customer will turn when s/he is ready to buy. This module shows you how to create great content and present it a format that leads to increased sales.
Lecturer: Fiona Ashe of FlasheForward Communications
Module 11: Future Trends
Upcoming retail trends, so Deals/Offers Management, Mobile, Social.
Lecturer: Vinny O’Brien of Micksgarage.com
*order of modules are subject to change
This course has been awarded 12 hours for Chartered Bankers and Certified Bankers for 2013 by the Institute of Bankers in Ireland.
There are no upcoming events at this time.