Ecommerce Scale-Up Course for Ecommerce Managers
The Institute of Ecommerce in collaboration with the Business School at the University of Strathclyde will be running the course. The eight day course, spread over five months, is aimed at existing Ecommerce Managers of million+ turnover ecommerce businesses. The content is both technical and business focussed around growth and automation.

The course is supported by the Scottish Government with funding from both Scottish Enterprise and Skills Development Scotland.

Course overview

Technical training will focus on the functionality and optimisation of the myriad of components that together provide high growth. Business training will cover the steps necessary for high productivity automation paired with performance reporting. Along the way, the course will include a marginal gain library of quick win, nips, tucks and tweaks to implement back in your own businesses.

A more detailed summary of topics covered and learning outputs will be available in December.

Who should apply?

It is expected that the course will be over-subscribed.

Attendees will be selected on a combination of factors including:

  1. Early registrations will have priority
  2. Registrants who are themselves ecommerce managers of million+ turnover ecommerce businesses
  3. Attendees from ambitious companies that have both the resources and the aptitude to implement work stemming from what they learn on the course.
  4. People with solid IT, numerical, technical and business experience.
  5. Scottish-based Scottish-owned businesses.
  6. People who are happy to provide the necessary post-course feedback.
What will be taught?

Details of each of the days training, keynotes and content will become available in December.

A pre-course questionnaire will be issued to help frame some of the interactive sessions.

Work will be ongoing with the Scottish Qualifications Authority to gain early recognition for the course certification.

Day 1
Planning, Reporting and Selling Value Internally
Automated KPI Reporting, Monitoring Multi-channel ROI, Establishing Budgets, Selling Value Internally, Hiring vs Automation, InHouse vs When to use External Agencies
Day 2
Information Architecture and Preparing Product Data for Automation
Product Names, SKU's, GTIN, MPN's, GMC, Merchant Promotion, Attributes for Faceted Nav, Rich Snippets, Imagery, internal linking, information architecture, categorisation
Day 3
Ecommerce SEO, Paid Search, Dynamic Remarketing, Tracking
Ecommerce SEO, faceted navigation, internal search, rich snippets, keyword research || Paid Search, GMC, Adwords, Bing, Remarketing, Channable, Affiliates, Tracking
Day 4
Local, Social Media, Video, Brand & Influencer Marketing
Manufacturer Center, Facebook, Twitter, Instagram, Social Remarketing, Video, Merchandising, Increasing Store Footfall, Tracking Store Traffic, Local SEO, Rewards
Day 5
Internationalisation & Marketplaces
Marketplaces, Shipping, eBay Global Shipping Program, Pricing Strategies, Managing Customer Feedback, Multi-currency, Translation, VAT, Duty, Legal
Day 6
Conversion Rate Optimisation (CRO)
Bug fixing, Mobile, Page Speed Optimisation & CDN's, Hotjar, User Testing, Customer Feedback, Google Optimise, Payment Services Providers, Server Load Testing
Day 7
Lifting AOV & CLTV
Marketing Calendar, Lifecycles marketing e.g Dotmailer, Reward Programs, Push Marketing, PWA, Personalisation, UpSells, Cross-sells etc
Day 8
Business Automation
Back office integration, Fulfilment e.g. ShipTheory, Brightpearl, CVP 500, Linnworks, Inventory Planning, RMA & Return Agents, In-house vs Fulfilment Services