Master in Ecommerce and Marketplace - Online
INESDI Business School
Key Information
Campus location
Online
Languages
Spanish
Study format
Distance learning
Duration
12 Months
Pace
Part time
Tuition fees
EUR 7,200
Application deadline
Request Info
Earliest start date
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Introduction
That buying habits have changed is a fact. Since the beginning of the COVID-19 crisis, the acceleration of digitization among consumers has grown significantly. There are many who have shown their rejection of crowds in physical spaces and prefer to make their purchases online. Even social groups that until two years ago - prior to COVID 19 - viewed electronic commerce from a prudent and even reluctant prism - generations like the Silent or Baby Boomers - have initiated a transformation in their consumption habits from offline to online, being currently one of the most active audiences to recognize for the first time certain benefits of electronic commerce: immediacy, comfort or usability among others that make the coexistence with the traditional business shake in sectors such as retail.
In countries like Spain, the number of eCommerce users is expected to grow by 25% to reach 35 million users in 2024. Currently, more than 60% of the Spanish population buys online, of which 40 % do it with their smartphone. Very advantageous data for ecommerce in Spain, which, together with the United Kingdom, the United States, Germany, the United Kingdom, France and Italy, mark the countries with the best results in electronic purchasing.
Ecommerce has been democratized and companies and organizations that are not adapted to it will have a difficult time moving forward if they do not evolve with the public. Within this great ecosystem of online shopping, a second section appears: the Marketplace - the great unknown in the digital sales strategy of countless brands that, after the phenomenon of the pandemic, have come with force to stay and assume that the Brands have - in their sales and commercial strategy - new channels to explore to satisfy the consumer.
In this way, the current e-commerce strategy is very clear - the incursion of brands through their operations in their own channel of web ecommerce, as well as the selection of the Marketplace and / or e-retailers where the company wants to position itself in dependence on the market / s of action, the business model to follow (B2C, B2B), and its brand image. Thus, marketing teams and business management must go hand in hand - now, more than ever - for the company's digital sales success. It is at this point when the current managers of the physical point of sale (GPV) must adapt to the functions and variants of the digital channel; Trade marketing teams merge skills with traditional marketing areas, and, within this cocktail of changes that are being experienced towards the transformation of digital retail, new figures appear in work processes, such as those that revolve around the role ecommerce managers - trained to not only provide service depending on the ecommerce web, marketplace, or other types of digital sales operations such as dropshipping - but also to specialize in price control, stock management, and logistics, among others detailed functions.
Titling
The Master in Ecommerce and Marketplace was born from the union of Inesdi and the UPC.
On the one hand, Inesdi Digital Business School is a business school that offers training programs framed within the areas of digitization, innovation and technology, with a special focus on the impact on business. Apart from the constant updating of the contents, according to the new trends in the environment, Inesdi has a teaching staff that stands out for its wide and proven experience in the areas in which they teach their modules.
On the other hand, the Universitat Politècnica de Catalunya (UPC), based in Barcelona, was established in 1971 and, since then, has become one of the leading polytechnic universities in Europe. It is a public institution for research and higher education in the fields of engineering, architecture, science and technology.
Therefore, once the program is finished, students will obtain:
- A title of your own from Inesdi Digital Business School
- An own degree accredited by the UPC, if the requirements of the University are fulfilled at the end of the program
Admissions
Curriculum
The Inesdi Master in Ecommerce and Marketplace is structured in 10 modules of 5ECTS each (125 hours of total student work), plus a final master's project of 10ECTS (250 hours of student work). Each of the modules lasts one month and is carried out asynchronously, that is, students complete a single module per month.
Module/subject | ECTS |
Brand activation and creation of the online business | 5 |
Technological solutions to create web Ecommerce | 5 |
Marketplace Management | 5 |
Purchasing management, pricing , and purchasing UX | 5 |
Performance Marketing: means of payment, and legal aspects of ecommerce | 5 |
Marketing in Marketplace: payment methods, and its ecosystem | 5 |
Analytics in e-commerce | 5 |
Dropshipping, and Catalog Optimization | 5 |
Customer Service, Logistics, and Shipping Management | 5 |
Loyalty, and integration of Marketing Automation | 5 |
Contents
Module 1. Brand activation and creation of the online business
objective
Introduce students to what electronic commerce is, how the online sales ecosystem is composed, and how a brand can be developed in different environments that include online to reach the user centric, or also called user in the center. From the online store, to the foray into Marketplace, using digital marketing as a source of brand awareness and sales success.
The student will develop the perspective of online business from the internationalization of the service. You will understand that the creation and management of ecommerce is no longer perceived from a national and/or regional approach as it happens offline – and, how the point of sale has changed online – in addition to knowing what is necessary for brand activation. To do this, the student will delve into creating a brand from scratch: how the brand image of a new e-commerce should be adapted to an international audience; web usability through web design; possible payment methods, and, knowing the combinations between developing a business model focused on web Ecommerce, versus entering Marketplace – and, how this is linked to the digital marketing plan focused on sales.
Contents
- Introduction to the digital environment and electronic commerce
- Electronic commerce as an opportunity for internationalization
- Digitization of the point of sale
- Business models in electronic commerce: Ecommerce & Marketplace
- Payment methods, and legal aspects in electronic commerce
- Branding: how to activate the brand online (logo, graphic identification, and graphic language)
- Sales conversion funnels (User Journey, and the Sales Marketing Plan)
Module 2. Technological solutions to create web Ecommerce
objective
In this module, the student will learn to create their own web e-commerce from scratch; To do this, the Shopify ecommerce platform will be taken as a reference, which will allow the student - from a practical approach - to learn with the teacher how to create different modules of their website, as well as the management and contracting of fundamental programs for automation. of processes, and data management, such as - servers, cms, erp, and crm. The student will easily understand all the technological parts that an e-commerce must have – in its design and creation; in addition to learning how to manage the activation and management of orders on a daily basis, among other e-store updates.
From a practical approach, and taking different “cases” as references - the student will be introduced to the ecosystem of other e-commerce platforms: Woocommerce, and Prestashop.
Contents
- Technology in electronic commerce (server, cms, erp, crm)
- Types of CMS and Modules
- Creation of an online store through the Shopify platform (free version)
- Other notable e-commerce platforms (Woocommerce, and Prestashop)
- UX/UI design, and CRO (how to create a web ecommerce designed with the customer in mind)
- mCommerce: Mobile app for ecommerce
- Planning, Management, and daily process of web ecommerce
Module 3. Marketplace Management
objective
Once the student is located – for the creation of an e-commerce – not only is the creation of the website possible; The student will learn to sell on Marketplace. What typologies exist, how each of them works (the most notable at the moment) according to the region, the business model to follow (B2B, B2C), as well as the different options according to the ecommerce business vertical.
This module will also study the technological platforms that allow you to automate the upload of large product catalogues, price and offer management, automation of product listings in different Marketplaces and on the brand's website, in addition to the practical creation of an account. on Amazon, so that the student understands how to delve into the Marketplace world within their online sales commercial strategy, in addition to how to create an optimized product sheet. It should be noted that the student will learn tacitly – not only the Amazon channel – but Ebay, and AliExpress as the greatest exponents of the ecosystem, with practical and real examples.
Contents
- Marketplace types (on demand, SAAS, Managed, community driven, decentralized)
- Marketplace by sectors, differentiation and work methodology
- Free account creation through Amazon
- The Retail Ready product sheet – on Amazon, Ebay, and AliExpress
- SEO optimization, and the keys to the algorithm – on Amazon, Ebay, and AliExpress
- The e-store on Marketplace – on Amazon, Ebay, and AliExpress
- Integration tools, and upload of catalogs in Marketplace (Lengow, and Channable)
Module 4: Purchase management, pricing, and purchasing UX
objective
In this module, the student will learn about commercial operations in the online business depending on web ecommerce, and entry and negotiation in the Marketplace. Likewise, you will learn about the different operating costs involved in creating and maintaining the different digital sales channels, in addition to learning how to calculate the final RRP.
This same module will explain in detail how to work with the user's user experience through different promotions, and the messages sent to the user by the brand in the different channels where its communication is located.
Contents
- Purchasing management as a competitive strategy
- Assortment control in e-commerce
- Pricing and commercial margin in electronic commerce
- Promotions (annual calendar)
- How to calculate the final RRP in electronic commerce (costs, deductions, and promotions)
- Entrepreneurship and public financing for ecommerce
- The home page and catalog of an online store: Categories, Filters, Attributes
- The product page and the check out as the key to the sale
Module 5. Performance Marketing: means of payment, and legal aspects of ecommerce
objective
Once the student knows perfectly how to enter the Marketplace, and how to create their own web ecommerce; It is time to focus the student on the levers that digital marketing offers for the brand's sales success, through its website. To do this, this module will explain the areas of ecommerce marketing in Search Engines, Social Networks, RTB, and Inbound Marketing. The teacher will show the different disciplines that each of these channels present, always from the perspective of ecommerce; in addition to including analysis, measurement, and reporting tools specialized in electronic commerce.
Contents
- Search Engine Optimization (SEO), and Search Engine Marketing, applied to ecommerce
- Social Media Advertising, applied to ecommerce
- RTB & Geolocation Advertising (SSP, DSP Models), applied to ecommerce and drive to store
- Content marketing as an attraction to the sales channel (Inbound Marketing)
- Strategies to increase sales, and CRO in ecommerce
- Metrics and KPIs in e-commerce
- Legal aspects of ecommerce advertising
Module 6. Marketplace Marketing: payment methods and its ecosystem
objective
Marketing advances, and within its advances the Marketplaces already have their own advertising systems, for this, in this module the student will learn that for their strategy in the Marketplace there are other types of advertising similar to sales: advertising in search engines through the Ebay Advertising, AliExpress Ads, and Amazon Sponsored Ads platforms.
In addition, you will also be trained on the behavioral display/programmatic option that Amazon DSP has (unique in the world, which profiles the 100% behavioral target); as well as teaching the student to work with Online Trade Marketing - applied to online retailers that allow it (Carrefour, Auchan, ECI, among others). All this from a practical approach. In addition, students will learn to work with specialized analysis and reporting tools in the field of marketplaces.
Contents
- Search Engine Marketing in: Ebay Advertising, AliExpress Ads, Amazon Sponsored Ads
- Display Marketing on Amazon DSP (domain targeting; behavioral data)
- Retail Advertising (El Corte Inglés, Carrefour, Primor, among other selected e-retailers)
- Advocacy, and affiliate programs to increase sales
Module 7: Analytics in electronic commerce
objective
In this module the student will learn about setting KPIs depending on the marketing channels used, budget, and internationalization. In addition to learning from a practical approach how to analyze results in web ecommerce and Marketplace – taking as a reference the different programs/tools seen in the class, and available with free versions.
Likewise, you will learn how to calculate the ROAS in electronic commerce, and the teacher will teach about results reporting tools specialized in electronic commerce, which will make it easier for students to view the data.
Contents
- Analysis tools and methodologies in Ecommerce Web (DCM tool)
- Analysis tools and methodologies in Marketplace (Sizmek tool)
- Web Analytics
- heat maps
- Attribution models according to the activation channel in e-commerce
- How to calculate ROAS in your e-commerce marketing campaigns
- Analysis of the profitability of advertising campaigns through Ecommerce Web and Marketplace
- Reporting system. Interpretation of results in performance marketing. (Funnel tool)
Module 8. Dropshipping, and Catalog Optimization
objective
There are different modalities for implementing digital business models; dropshipping - is one of the most prominent examples.
In this module the student will learn about how to create and manage this business model. And, then, how to work on E-commerce Marketing - focused on creating stores in search engines (through Google Shopping, Microsoft Store, Yahoo Shop); and stores on social networks (through Facebook Shop, Pinterest Shop and Instagram Shopping). In this way, the students, together with the teacher and in a practical way, will learn to synchronize their website (using Shopify as a reference) with social networks and search engines, thus amplifying their e-commerce strategy in other marketing alternatives that are already being used. success in the sector.
Contents
- Dropshipping techniques and models
- Social Commerce through Facebook Shop, Instagram Shopping, Pinterest Shop (catalog creation and synchronization)
- Commerce Search through Google Shopping, Yahoo Shop, Microsoft Store (catalog creation and synchronization)
- Live Stream Commerce (product placement)
Module 9. Customer Service, Logistics, and Shipping Management
objective
Students are explained what the optimal option is - depending on the strategy (Ecommerce web/Marketplace), what options exist for shipping management; product storage, product stock, and returns. To do this, how it should be worked will be specified, what points to take into account for the success of the process, and which platforms currently work best depending on - region, internationalization, business vertical, type of product.
Contents
- Customer service: response times, shipping, packaging, returns, and legal aspects
- Provisioning in electronic commerce and the relationship with suppliers
- Logistics and stock management in the warehouse
- Management of shipments, delivery methods and after-sales service
- Stock management models for Ecommerce and Marketplace
- Shipping platforms: options depending on the internationalization of the service and industry
Module 10. Loyalty, and integration of Marketing Automation
objective
In this module the student will learn about the different types of possible actions for customer loyalty and retention.
Likewise, you will learn in a practical way different current tools that allow data management for loyalty marketing campaigns; You will know the mechanisms so that abandoned web carts do not become lost sales; and, you will learn how to work with user loyalty programs through Marketplace, which result in positive comments from other users, with the aim of the brand – and the product/s – gaining prestige among the rest of potential consumers. .
Contents
- Loyalty, retention, and customer lifetime value (LTV)
- Promote repeat purchases through Marketing Automation (Selligent Tool)
- Loyalty programs in Marketplace (Vine Program)
- Email marketing strategy and database segmentation (CRM)
- How to optimize the shopping cart in web ecommerce (Frizbit Tool)
TFM
Students must present and defend a Master's Final Project consisting of an electronic commerce project before a Tribunal made up of the Program Director and members of the Faculty, in addition to the academic tutor.
The work will be carried out in groups, which will be composed of a minimum of 4 and a maximum of 5 students. Each group will be assigned a tutor belonging to the faculty, who will be responsible for ensuring the correct progress of the project, tutoring progress and providing ongoing feedback.
To carry out the project, a series of deliverables must be presented throughout the course that will be sent to the tutor on the dates indicated by him, and that will be corrected and returned with the contributions that he believes necessary for the correct progress of the project. .
The presentation and defense of the final project before a Court by all the students in the group is an essential condition to obtain the grade in this section and obtain the title since the completion of the project is mandatory. The presentation will take place once the course has finished, over the next 4 weeks, and the date will be fixed at the beginning of the course and will not be moved (except due to force majeure).
Career Opportunities
Upon completion of the program, students will be equipped with a unique career profile that will prepare them for positions such as:
- Ecommerce Director
- Ecommerce manager
- Ecommerce Assistant
- Ecommerce Business Owner
- Marketplace Manager
- Marketplace Assistant
- Trade Marketing Manager Online
- GPV (point of sale manager) online
- Performance Marketing Manager
- Performance Marketing Assistant
- Electronic Commerce Specialist