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Executive Master

Executive Master part-time in eCommerce Marketing Management

CFU recognized
6 CFU in the scientific field SECS-P/08

Duration and Mode
5 months| part-time
Hybrid

Location
Milan and On-Line

Start / End Dates
November 2024
March 2025

Teacher
Gregorio Galati

Price
4.200 € full price
3.360 € early bird until July 30

Description

The value of purchases through eCommerce in Italy in 2023 exceeded 52 billion, an increase of 13% over 2022, increasingly putting the online channel at the center of the strategies of small and large companies.
The industry is dynamic and constantly evolving, so it is necessary to stay abreast of strategies,
innovative tools and methods to manage the channel effectively and efficiently. This Master’s program enables you to acquire the skills needed to manage an eCommerce project from scratch, from structure to strategies, while training your analytical and creative skills.

MODE and DURATion

The master’s program lasts approximately 5 months and is structured with a hybrid part-time mode, which includes both an in-person and an online part and consists of 12 compulsory modules of 12h each. Attendance is compulsory to the extent of at least 70 percent of the lectures in the entire Master’s program.

The modules are structured with:

– two hours of on-demand content to be conducted online asynchronously;
– an in-person day that will always take place on Fridays from 9:30 a.m. to 6:15 p.m. at the DIBS office in Como;
– a remote live streaming class to be held on Saturday mornings from 9:30 a.m. to 1:45 p.m. via Microsoft Teams.

At the end of the course there is a final project work to be developed by the student with the guidance of a lecturer and to be presented on the final day at the conclusion of the master’s program.

Master start and end dates:

  • Didactic part: Friday, September 20, 2024 – Friday, December 13, 2024
  • Project Work: Friday, January 17, 2025 – Friday, February 14, 2025

who is addressed

The Master’s in eCommerce & Marketing Management is designed for recently graduated students or professionals in the field who wish to fully immerse themselves and gain an in-depth understanding of the crucial aspects related to the world of eCommerce. This educational program offers the opportunity to study in detail the marketing tactics, most innovative strategies and fundamental operations that are required to develop and maintain an eCommerce project that is not only effective in meeting the needs of the market, but also efficient in ensuring long-term sustainable success.

Pre-requisites: To enroll in our program, it is advisable to have a basic understanding of marketing principles and business dynamics. This prior knowledge is useful for easier learning, although it is not strictly necessary.

OBJECTIVES and skills

The course has been carefully designed aiming to equip students with in-depth knowledge and a full range of essential tools to successfully and independently manage an advanced eCommerce project. The curriculum will cover all crucial stages of the process, starting from the initial launch of the eCommerce start-up to including detailed and regular analysis of website performance, thus ensuring that students are able to optimize and develop their online business effectively.

EXPECTED RESULTS AND SKILLS ACQUIRED

By the end of the course, the student will have acquired the ability to select the ideal eCommerce platform for the specifics of his or her project. He/she will also be prepared to plan targeted eCommerce launch strategies, devise, review and conduct marketing campaigns effectively, and direct day-to-day operations with dexterity and competence.

Upon completion of the course, the student will be competent in:
– Effectively select and administer major eCommerce platforms, such as Shopify, Woocommerce, Magento and Prestashop;
– Organize, conduct and evaluate the core activities related to eCommerce management;
– Identify and optimize the most effective communication channels, implementing targeted marketing campaigns;
– Segment, curate and refine the company’s customer database;
– Establish and monitor the project’s Key Performance Indicators (KPIs).

modules and educational program

THEMES ADDRESSED
The macro-themes addressed will be as follows:

  • THEME 1: Brand strategy, positioning and channel choice.
  • THEME 2: From traditional to digital channels
  • THEME 3: eCommerce Marketing: Social Media, Seo, Sem, Paid Social, Email and CRM
  • THEME 4: Customer Service & Logistics
  • THEME 5: Digital Analytics & KPIs

COURSE PROGRAM / MACRO DESIGN
The course consists of 12 modules:

PART 1 – Strategic Marketing, Brand Management and Channel Management taught by teacher Carla Vieites:

  • tor Carla Vieites:
  • Principles of Business Communication
  • From Brand to Positioning
  • Logo, image and corporate identity
  • Mission, Vision and Usp
  • Go-to-market: innovation and new trends
  • B2C, B2B and DTC: differences and similarities
  • Multichannel, Omni-channel and integrated management
  • Customer Journey design and touch points
  • Traditional channels and digital channels
  • From awareness to conversion in digital
  • Influencer Marketing & Content creation

PART 2 – CMS and eCommerce platforms taught by teacher Laura Giacalone:

  • Impact on business process and strategic design of ecommerce
  • CMS – Difference between proprietary CMS and open source CMS
  • Shopify features and management
  • WordPress features and management
  • Key ecommerce KPIs
  • Strategic business plan definition for ecommerce  

PART 3 – E-Commerce Management: from customer service to logistics taught by teacher Gregorio Galati:

  • Making the intangible tangible
  • Operational management of eCommerce
  • Pre- and post-sales customer service
  • Logistics as a differentiator
  • The eCommerce manager toolbox

PART 4 – UX and UI concepts and optimization taught by teacher Vincenzo Migliano:

  • Introduction to UX and UI
  • From goals to tailored solutions
  • From Ux to conversion
  • Kpi’s and optimization

PART 5 – Customer Journey & Digital Funnel design taught by teacher Giovanni Pupo:

  • From Service Experience to User Experience
  • Ux, Seo, Social, Email and Advertising: the touch points of the costumer journey
  • Conversion funnel and landing pages

PARTE 6 – Social Media Marketing & Management: Meta e Tik Tok taught by teacher Paolo Galoppo:

  • Social Media Strategy
  • Editorial plan and analysis of results
  • From Organic Social to Social Advertising
  • Meta & Tik-Tok to increase visibility and sales

PARTE 7 – Search Engine Marketing & Management: Google and Bing taught by teacher Andrea Ficchì:

  • Search engines: what they really are
  • Google and Bing: market share and target audience
  • How to preside over paid search
  • Seo, Sem or Social Advertising?

PARTE 8 – Search Engine Optimization for eCommerce taught by teacher Francesco Lupparelli:

  • Seo: discovering a hidden treasure
  • On-site and off-site seo strategies
  • Measuring and evaluating performance
  • Seo: do’s and don’ts

PARTE 9 – CRM, Email Marketing and Lead Generation taught by teacher Gregorio Galati:

  • Customer Relationship Management
  • Data as an invaluable asset
  • CRM and Email Marketing
  • Email Marketing Strategy and Tools

PARTE 10 – Digital Analytics and KPI taught by teacher Andrea Ficchì:

  • Key KPIs, from impressions to retention rate
  • Define, analyze and optimize performance
  • Analytics tools

PARTE 11 – Artificial Intelligence for Marketing and eCommerce taught by teacher Michele Rocchi:

  • tbd

PARTE 12 – Compliance and Regulations (GPDR and eCommerce Law) taught by teacher Alessandra Sturabotti:

  • Introduction to eCommerce and Privacy Regulations
  • GDPR Principles
  • Cookies
  • The data controller

PART 13 – Three hours dedicated to the analysis, development and review of project work:
In this training segment, participants will select a mentor for their project work and proceed to develop an individual project that can be implemented in their work environment. These meetings provide an opportunity to review, refine and refine the project work, benefiting from the assistance of the selected mentor..

PART 14 –

Concluding presentation of project work.
In the last session of the program, project work presentations by the trainees will take place, at the end of which diplomas and certificates of attendance will be awarded.

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Methods of enrollment

For any information, support or customization needs, please do not hesitate to contact us!

If you would like to submit your application, discuss the content best suited to your needs, and define a tailor-made training course, please send an e-mail with your application and resume. Don’t forget to include a phone number so we can reach you.

For information and registration, write to: info@dibs-school.com

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