E Commerce Marketing

E COMMERCE ONLINE MARKETING COURSE

Develop an ability to manage commercial transactions electronically, particularly via the internet. While the course is concerned with marketing, management and processing; the primary concern is marketing. E commerce is short for “electronic commerce”. It is anything concerned with doing business electronically. Ecommerce includes commerce conducted over the internet, but also other forms of electronic commerce such as telephone banking, using a fax, or generating and managing accounting systems on a computer (without use of the internet). This course focuses on the internet; but covers other aspects of e commerce as well.

Lesson Structure

There are 8 lessons in this course:

1. Introduction
   • What is e-commerce
   • Security
   • How to Protect a Business
   • Marketing on the Internet
   • Searching for Data on the Net
   • Contract Law
   • Warranty and Conditions
   • Sellers Liability
   • Consumer Laws
   • Manufacturers Liability
   • International Sales Contract Rules
   • Setting up a Business
   • Setting up an E Commerce Web Site
   • Bootstrap Sites
2. Success & Failure What makes the Difference?
   • Introduction
   • Awareness of Technology
   • What makes an E Commerce Site Successful
   • Dotcom Failures
   • Site Visibility
3. Promotional Strategies are different on the internet
   • Internet Code of Conduct
   • Analysing the market
   • Selecting Target Markets
   • Developing the marketing mix
   • Managing the marketing effort.
   • The Launch
   • Promoting an E Commerce Site
   • Marketing Strategies and Plan
4. Optimizing Web Site Potential
   • Monitoring Visitors
   • Ground Rules Keep Changing
   • Meta Tags
   • Evaluation/Review Services
   • Paid Services
   • Search Engine Optimisation
   • Main Page Content
   • Searchable words
   • Use of important Key Words
   • Page Titles
   • Links:
   • Frequency of changes
   • Good URL Structure
   • Navigation
   • Capture of Visitors
   • Download Speed
   • Graphics
   • Targeting
   • Site Maps
5. Increasing Web Site Exposure
   • Marketing Plan
   • Marketing Mix
   • Advertising
   • Personal Selling
   • Direct Marketing
   • Collateral Promotion
   • Channels of Distribution
   • Google Adwords
   • Search Marketing
   • Affiliate Marketing
   • Free Content
   • Web Banners
   • Social Media Optimisation
   • Digital Marketing
   • Creative Buzz
   • Community
   • Guerilla Marketing
6. Automating Supply of Goods, Services and Cash flow
   • Payment
   • Ways to Supply Goods or Services
   • Drop Shipping
   • Outsourcing
   • Payment Gateways
   • SSL
   • Getting a Merchant Account for Credit Cards
7. Managing Constant Change
   • Resource Planning
   • Constant Review & Development Strategy
   • Outsourcing
   • Understanding Technology
   • Bandwidth
   • Information Currency vs. Cash Currency
   • Keeping a Web Site Current
   • Web Analytics
   • Change Management and Corporate Structure
8. Dealing with E Commerce Problems
   • Learning from Others Mistakes
   • Determining Where it Went Wrong
   • Legal Issues (eg. Privacy, Consumer Protection, Copyright, Patents)
   • Managing Risk
   • Charge back
   • Computer and Office Security
   • Insurance

Each lesson culminates in an assignment which is submitted to the school, marked by the school's tutors and returned to you with any relevant suggestions, comments, and if necessary, extra reading.

Aims

• Recognise the nature and scope of e commerce.
• Differentiate between successful and unsuccessful e commerce operations, and identify key factors in their success or failure.
• Develop strategies for promotion of business activity using broad e commerce tools.
• Monitor and adjust e commerce strategies on a web site in order to improve performance with respect to stated goals.
• Develop strategies that will cause growth in Web Site exposure.
• Distinguish between alternative e commerce tools for managing the supply of goods and services, and the flow of cash.
• Develop methods for managing change within the e commerce context.
• Manage risk within the e commerce context in order to minimise the impact of problems that emerge.