Course description
Identify what is needed to create, develop and manage online businesses: building a positioning, developing content, creating offers and services and integrating with the traditional business, as well as mastering the most practical and essential aspects of promotion.
Why enrol on this course?
Who can take this course?
Employed, self-employed or unemployed people who want to improve their skills.
Free course
Subsidised training, at no cost to the student.
Online course
Study from home with a flexible format.
Certified course
When you finish you will be able to certify the training you have completed.
Course content
1. HOW TO PLAN AND DEVELOP AN E-COMMERCE STRATEGIC PLAN
1.1. Strategic analysis of e-commerce: background, evolution and trends.
1.2. E-commerce business models.
1.3. SWOT analysis of Spanish e-commerce.
1.4. E-consumer segmentation: profiles, cluster analysis, economic valuation and demand analysis.
1.5. Market/product strategies: product development, market development, specialisation or research and development.
1.6. Critical success factors in e-commerce.
1.7. Positioning of e-commerce companies and analysis of the offer.
1.8. Marketing mix: product, distribution, promotion and pricing policy.
1.9. Balanced scorecard for online businesses.
2. GETTING STARTED: HOW TO CREATE OR ADAPT AN ONLINE BUSINESS (I): BACK END
2.1. Technology structure: the three-tier model.
2.2. Workflow design and systems integration.
2.3. The importance of invoicing and collection.
2.4. Customer service: CRM, contact centre, reverse marketing, after-sales service.
2.5. Tracking.
2.6. Real case: ya.com.
3. GETTING STARTED: HOW TO BUILD A SUCCESSFUL E-COMMERCE WEBSITE (II): FRONT END.
3.1. Catalogue and content: verification, processing, catalogue tool.
3.2. Usability, shopping environment, design and management of front-end tools.
3.3. Cash flow and financing.
3.4. Hot spots.
3.5. User area.
3.6. Shopping cart.
4. LEGAL ASPECTS OF E-COMMERCE
4.1. Spanish Data Protection Act (LOPD).
4.2. Indirect taxes.
4.3. Spanish Information Society Services Act (LSSI).
5. FINANCING E-COMMERCE PROJECTS
5.1. The idea behind an idea.
5.2. Business plan and sales plan.
5.3. Own sources of financing: friends, family, ourselves.
5.4. External sources of financing: business angels, venture capital, investors. How to convince them?
5.5. Launch and reporting of results.
5.6. Selling paid content.
5.7. Digital products: how they are sold.
5.8. From free to pay-per-view.
5.9. Downloads, RealMedia, internet TV, Second Life... Web 3.0 as the solution?
6. ACQUISITION ACTIONS FOCUSED ON E-COMMERCE
6.1. Acquisition policy: just branding?
6.2. Cross-marketing actions: using offline to boost online.
6.3. The most effective tools: email marketing, SEM, SEO, affiliation, campaigns on related sites, etc.
7. LOYALTY IN E-COMMERCE: HOW TO INCREASE CUSTOMER SALES
7.1. Creating effective loyalty programmes.
7.2. Successful online programmes.
7.3. Your own affiliate networks: how to build them?
7.4. Point redemption, e-bonuses, cash, prizes, prize draws... which is most effective?
8. HOW TO DO INTERNATIONAL E-COMMERCE
8.1. Customer characteristics by country: where do we sell most?
8.2. What do we sell?
8.3. International payment methods.
8.4. Legislation by country: applicable direct and indirect taxes.
8.5. International complaints and customer service processes.
8.6. Exporting products.
8.7. International distribution.
9. HOW TO MANAGE LOGISTICS AND FULFILMENT IN E-COMMERCE
9.1. The importance of logistics in e-commerce.
9.2. Express transport applied to e-commerce.
9.3. Data management.
9.4. Managing suppliers and the production room.
9.5. Supply, storage, shipping logistics and reverse logistics.
9.6. How to manage logistics for virtual and physical products.
9.7. Main characteristics and applications of virtual product distribution.
9.8. Distribution challenges in e-commerce.
9.9. Logistics applied to e-commerce.
9.10. Integrating logistics and information technology to create added value.
9.11. Online tracking information.
10. SECURITY IN ONLINE PAYMENT METHODS
10.1. Non-integrated payment systems.
10.2. Integrated payment systems – payment gateways.
10.3. Credit cards: magnetic stripe, smart cards and multi-service cards.
10.4. 3D Secure.
10.5. Internet mobile payment.
10.6. Business models of the different players.
10.7. Workflow and operation of a mobile payment system.
11. E-COMMERCE IN A B2B ENVIRONMENT
11.1. E-marketplace business models.
11.2. Horizontal/vertical aggregators.
11.3. From catalogues to e-catalogues.
11.4. Channel conflict.
1.1. Strategic analysis of e-commerce: background, evolution and trends.
1.2. E-commerce business models.
1.3. SWOT analysis of Spanish e-commerce.
1.4. E-consumer segmentation: profiles, cluster analysis, economic valuation and demand analysis.
1.5. Market/product strategies: product development, market development, specialisation or research and development.
1.6. Critical success factors in e-commerce.
1.7. Positioning of e-commerce companies and analysis of the offer.
1.8. Marketing mix: product, distribution, promotion and pricing policy.
1.9. Balanced scorecard for online businesses.
2. GETTING STARTED: HOW TO CREATE OR ADAPT AN ONLINE BUSINESS (I): BACK END
2.1. Technology structure: the three-tier model.
2.2. Workflow design and systems integration.
2.3. The importance of invoicing and collection.
2.4. Customer service: CRM, contact centre, reverse marketing, after-sales service.
2.5. Tracking.
2.6. Real case: ya.com.
3. GETTING STARTED: HOW TO BUILD A SUCCESSFUL E-COMMERCE WEBSITE (II): FRONT END.
3.1. Catalogue and content: verification, processing, catalogue tool.
3.2. Usability, shopping environment, design and management of front-end tools.
3.3. Cash flow and financing.
3.4. Hot spots.
3.5. User area.
3.6. Shopping cart.
4. LEGAL ASPECTS OF E-COMMERCE
4.1. Spanish Data Protection Act (LOPD).
4.2. Indirect taxes.
4.3. Spanish Information Society Services Act (LSSI).
5. FINANCING E-COMMERCE PROJECTS
5.1. The idea behind an idea.
5.2. Business plan and sales plan.
5.3. Own sources of financing: friends, family, ourselves.
5.4. External sources of financing: business angels, venture capital, investors. How to convince them?
5.5. Launch and reporting of results.
5.6. Selling paid content.
5.7. Digital products: how they are sold.
5.8. From free to pay-per-view.
5.9. Downloads, RealMedia, internet TV, Second Life... Web 3.0 as the solution?
6. ACQUISITION ACTIONS FOCUSED ON E-COMMERCE
6.1. Acquisition policy: just branding?
6.2. Cross-marketing actions: using offline to boost online.
6.3. The most effective tools: email marketing, SEM, SEO, affiliation, campaigns on related sites, etc.
7. LOYALTY IN E-COMMERCE: HOW TO INCREASE CUSTOMER SALES
7.1. Creating effective loyalty programmes.
7.2. Successful online programmes.
7.3. Your own affiliate networks: how to build them?
7.4. Point redemption, e-bonuses, cash, prizes, prize draws... which is most effective?
8. HOW TO DO INTERNATIONAL E-COMMERCE
8.1. Customer characteristics by country: where do we sell most?
8.2. What do we sell?
8.3. International payment methods.
8.4. Legislation by country: applicable direct and indirect taxes.
8.5. International complaints and customer service processes.
8.6. Exporting products.
8.7. International distribution.
9. HOW TO MANAGE LOGISTICS AND FULFILMENT IN E-COMMERCE
9.1. The importance of logistics in e-commerce.
9.2. Express transport applied to e-commerce.
9.3. Data management.
9.4. Managing suppliers and the production room.
9.5. Supply, storage, shipping logistics and reverse logistics.
9.6. How to manage logistics for virtual and physical products.
9.7. Main characteristics and applications of virtual product distribution.
9.8. Distribution challenges in e-commerce.
9.9. Logistics applied to e-commerce.
9.10. Integrating logistics and information technology to create added value.
9.11. Online tracking information.
10. SECURITY IN ONLINE PAYMENT METHODS
10.1. Non-integrated payment systems.
10.2. Integrated payment systems – payment gateways.
10.3. Credit cards: magnetic stripe, smart cards and multi-service cards.
10.4. 3D Secure.
10.5. Internet mobile payment.
10.6. Business models of the different players.
10.7. Workflow and operation of a mobile payment system.
11. E-COMMERCE IN A B2B ENVIRONMENT
11.1. E-marketplace business models.
11.2. Horizontal/vertical aggregators.
11.3. From catalogues to e-catalogues.
11.4. Channel conflict.