Ecommerce Foundations Course
The Institute of Ecommerce in collaboration with the Business School at the University of Strathclyde is planning to run a pilot Ecommerce Foundations Course. The purpose of the course is to ensure trainees have a broad understanding of the main technologies and business drivers along with insight into the tools, resources, approaches and techniques that help deliver ecommerce success.
Course overview

We believe that the creation of the Institute of Ecommerce and the development of practical, accessible and relevant learning in partnership with the University of Strathclyde will make a difference to the key challenges facing Scotland’s ambitious growth companies.

The goal of this pilot course is to take an initial step on that journey designed to boost the economic performance of Scotland. This course will provide trainees with a broad understanding of the main technologies and business drivers along with an insight into the tools, resources, approaches and techniques that help deliver ecommerce success.

We have plans to deliver the course in the Executive Education suite at Strathclyde Business School, however, we do not have a fixed date for the course yet.

We have already received strong interest from the Scottish business community for a course like this, so if you are interested, we urge you to register with us. This will strengthen our case for the need for more ecommerce training in Scotland, but also allow us to keep you up to date with the latest developments and timescales.

Who should apply?

We will be recruiting attendees who best fit the following profile:

  1. People who can commit to attending and fully participate in the programme.
  2. People whose knowledge is at or around that of an Ecommerce Manager. Experience of day-to-day business operations around online trade.
  3. People who work in ‘channel’ rather ‘brand’ businesses.
  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?

Our objective with the course is to make it as relevant as possible to the attendees. We will impart knowledge of the issues and areas that have the most impact on the economic performance of online businesses. 

Some material will make use of ‘live’ online demonstrations. For these, URLs will be provided and will be accessible during the work sessions via secure wifi in the Strathclyde Business School Executive Education suite.

Each work session will finish with a list for further reading/watching and each participant identifying and committing to specific actions to undertake before the next session. These actions will be reviewed openly in class during the first hour of the subsequent session – maximising the peer learning effect.

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