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Store Manager School, the training to become specialists in e-commerce

  • On 28 January 2016
  • e-commerce, marketing
Fondazione Comunica, in collaboration with Talent Garden Padova, has given rise to Online Store Manager School, the first school in the Northeast dedicated to vocational training to become specialists in online sales.
The adage “well begun is half done” suits in particular for start-ups in e-commerce, because never before in this case the right premises determine the success or failure of a new enterprise. During the evening we will discover what are the necessary steps required to start off on the right foot and begin a success business. At the end of the relations, speakers will present the birth in 2016 of the new Store Manager School, result of the synergy between companies and professionals specialized in strategic and operational e-commerce: it is born from need, manifested with increasing frequency and insistence from customers, to can make their own some fundamental skills necessary to manage efficiently and effectively an e-commerce activity.
The Store Manager School concretized a training course, at the time one of a kind, which would create professionals really capable to supporting companies in the implementation of a complete e-commerce project: from preliminaries market analysis to the business plan drafting, from the partners and suppliers’ choise to identification of online platform,  from web marketing strategies to the daily management of customers’ orders.
For these reasons the course consists in 8 modules and provides 160 overall training hours. The training is provided by monthly meetings in classroom, however, to ensure the necessary learning continuity, appointments in the physical locations are alternated with video-lessons and sessions for comparison or verification remotely.
Another plus of this experience is that most of lessons will be held in companies that are already conducting e-commerce projects, and that practical and theoretical training will have same importance: at the training’s end is expected that candidates (the first 5 selected) can develop an experience in the company of at least 320 hours (approximately 2 months) and that in the course of this experience, they will be supported by technical staff of the School Store Manager with a specific tutoring.
DATE  
6 training weekend in Padua (at ComunicaLab in Via Croce Rossa n. 32)
Friday 16:00 to 21:00, Saturday 9:00 to 18:00, one or two times a month
11-12 March 2016
18-19 March 2016
8-9 April 2016
13-14 May 2016
20-21 May 2016
10-11 June 2016
REGISTRATION COST
Registration before 29 February 2016
 € 2000.00 + IVA for who wants to pay everything in two installments, the first of 50%

Discount of 15% of € 2000.00 if you can’t download the IVA.
Paymement € 1700.00 + IVA in two installments, the first of 50%.

The first installment must be paid by bank transfer within 29 February 2016, after confirmation of adherence by the secretary. The balance must be made before the start of the course before 7 March 2016.
TEACHERS
Sector’s professionals and experienced trainers.
FABIO SUTTO, Performance Marketing Specialist
GIOVANNI CAPPELLOTTO, E-Commerce consulent
BENEDETTO MOTISI, SEO Specialist & Copywriter
DANIELE DONZELLA, Web Analytics Specialist and Google Regional Trainer
7 APPOINTMENTS VIDEO REMOTE
Program:
1.
Preliminary Analysis and Strategic Analysis
• Analysis of market and competition, sector’s strategic analysis and business plan.
• Marketplace and price comparators: eBay, Amazon, Trovaprezzi …
• E-commerce platforms, from design to construction, from providers management to integration with managements and other external platforms.
• Global Strategy: from pricing strategies to customer care, from online reputation management to user loyalty.
2.
Merchandising & Conversion Rate Optimization
  1. Merchandising: definition and sector’s application [4h]
  2. Merchandising Vs Ergonomics: web analytics, web usability and dynamic marketing strategies. Towards the “profitability for square pixels”.
  3. Brakes and catalysts of purchase’s act
  4. The recommendation engines
3.
Backoffice and Daily Organization 
• The problem of the catalog’s formation and maintenance
• Customer care: management and customer loyalty, sell with the customer care, manage the right of withdrawal and other issues that may arise.
• Pricing strategies in the short, medium and long term
4.
Web Marketing and Performance Marketing for e-commerce
• Selling through web marketing: it is often less easy of what you think and promotion channels are used in an integrated strategy that allows a progressive approach to the user, converting him from “cold contact” to customer.
• Web Analytics: basic configurations, access management and fundamental metrics.
• Google Analytics: advanced configurations and conversion tracking techniques
• Reporting in Google Analytics: read, interpret and report data for the purpose of strategic decisions.
• Other systems of traffic tracking and user behavior on the site.
5.
Search Engine Marketing for e-commerce
• SEO, natural positioning: sector’s SEO analysis and analysis of competitors
• Analysis of the research and analysis of e-commerce platform (content and structure).
• Identify and resolve SEO Platform problems
• SEO Copywriting: writing for the search engines
• SEO Tools make life easier in the analysis and resolution of problems
• SEO into practice: the ranking factors and how to use them depending on the site and the commodity sector.
• SEA, Google Adwords: advertising Vs natural positioning
• Adwords basics
• Adwords Search Network and Adwords Content Network
• Adwords for e-commerce: all functionality that is useful to know if you work with e-commerce
• Adwords and tracking results
6.
E-Mail Marketing and Social Media Marketing
  1. E-Mail Marketing: from the first contact to registration to the newsletter, best practices and mistakes to avoid
  2. E-Mail Marketing: create effective email communications in content and graphics.
  3. Social Media Marketing: choose the right social for the right merchandise sector.
  4. Facebook Marketing & Advertasing
7.
Appendix legal (online only)
Overview of the legal issues in the e-commerce management, from the users’ privacy to the return policy management, from trade mark protection to the tax regulations.
REGISTRATION
To enroll, send an email to: fondazione@fondazionecomunica.org  with Name, Surname, Email Address, Phone and City.
Places are limited, will be incurred of interviews (at telephone and/or of person) to confirm the candidates’ participation.
THE ORGANIZER
tagpadova         fondazione
perform              cappe

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