Businesses are increasingly adapting to meet the needs of online shopping with ecommerce now at the core of any business planning process. This module takes students from the very start of an online customer acquisition strategy and follows the full online customer journey to completion. Students will learn the fundamentals of successful ecommerce strategy design and execution, which they can apply to a pure-play fashion start-up or an established bricks and mortar business.
The module provides students with a framework to understand the key elements of an ecommerce strategy and how they are combined to support the overall business strategy and goals. The module will help students to understand buyer behaviour and how to design ecommerce strategies and execute plans to deliver value to shoppers and stakeholders. For online stores to be successful, they must have the fundamentals in place including efficient shopping cart software, which makes it possible to display products in catalogue fashion, manage inventory and shipping, as well as take payments in real-time across multiple markets, multiple channels and multiple languages.
Once the module is completed the student will have a comprehensive understanding of ecommerce in the modern age.
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Omni-Channel Retailing: Ecommerce in context
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Ecommerce Strategy Design – Designing and Executing as part of the overall retail business strategy
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Digital Marketing – SOSTAC Model – Marketing Technology Landscape Pure Play versus Multi Channel versus Omnichannel, Ethics in Ecommerce
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Ecommerce Technology Solutions – Overview of the ecommerce technology used to setup and run an international ecommerce operation
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Content Management Strategy - User Experience Online Merchandising for fashion estores, Sales promotion,
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Financial Strategy – Creating systems and processes to enable realtime processing of online paymens; Ecosystem of Payment Processing and Fraud Management, Duty & Tax Calculation, Refunds and Remittances, VAT Compliance, Regulations, Merchant of Record
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Legal Frameworks and Regulations in eCommerce that impact online shopping in Europe. In particular open digital market, GDPR
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Supply Chain Management – efullfilment - Inbound, Outbound, Returns Handling, Cross Border fulfillment
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Customer Relationship Management. Customer Services Strategies, Life Time Value of Customers Net Promotor Score and how it drives the bottom line.
The module will incorporate a range of teaching and learning methods including lectures, class discussion and e-learning. The learning environment will be practical and integrative, using various eCommerce technologies. Case Studies– Facebook, Amazon, eBay, Etsy, ASSOS, Debenhams, ToysRUS, Alibaba
Guest Speakers/Subject Matter Experts
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 100 |