INTRODUCTION

Evolution of new information technology has changed how consumers search for information, interact with each other, and buy products. The popularization of these technologies has made it possible for companies to have a better understanding of their customers' decision journey and subsequent purchase action.

Changing in customer behaviour has also caused tremendous impact on tradition marketing approach, traditional marketing communications media eg. printed advertising, TV are losing their effectiveness. Companies requires a new approach to reach and engage consumers. Having more understanding in new technologies, digital marketing and eCommerce is inevitable and is becoming more important in the developing the O2O and eCommerce business.

The establishment of self-owned website is of increasing importance for business nowadays and this is a trend. This training course will examine key market factors driving latest trends of eCommerce Solutions. How to develop a successful eCommerce website, applying tradition marketing concepts including the integration with social media will be covered. Tips to enhance customer buying experience, improve business performance and differentiate your eCommerce website from competitors.

This training course begins with market overview and latest trends of eCommerce and changes in eCommerce technology. Integration with Search Engine eg. Google, Google Map, Yahoo and Social Media platform eg. Facebook with practical case studies will be covered to enhance the overall learning process.

LEARNING OBJECTIVES

Get to know an eCommerce shop's front office, and how to operate properly backend features. Maintenance consideration and operational features of an eCommerce website.

• Introduce and eCommerce solutions, its technology trends
• Cover BOTH marketing & technical aspects which is relevant to eCommerce solutions
• Explore the integration of eCommerce solution with search engine and social media platform.
• Developing long-term and short-term business objectives
• Maintenance of and eCommerce website
• Setting up of access control and security

LEARNING OUTCOMES

• Enhance overall understanding of the eCommerce and integration with social media platform Improve business competitiveness and enhance sales management and customer communications, leads management, sales promotion, customer buying experience, inventory control etc.
• Extend sales support to 24 hours
• Improve business operation and reduce cost:
• Less labour expenses and time cost in sales administration work
• Improve inventory management, shorten sales ordering time so as to improve cash flow etc.
• Use of real time sales information - instant information report to merchants about the changes in market and customers' needs, so that they can refine their sales and marketing strategy, and inventory preparation immediately.
• Improve customer service management

Programme Structure

The Executive Diploma in eCommerce for SME consist of 3 modules

Module 1.	Foundations of Building Successful eCommerce Website
Module 2.	Business Operation of eCommerce and Website
Module 3.	Integration with Search Engine, Social Media Platform and Marketing Planning, Data Analysis

SYLLABUS

Module 1. Foundations of Building Successful eCommerce Website

Aims

A. eCommerce Concepts and Business Considerations eCommerce terminology and concepts: Internet basics, Relational Database Management System New trend in the digital age Customer buying behavior changes Potential advantages and disadvantages that should be considered Define eCommerce objectives, goals and planning for eCommerce website as part of business strategy eCommerce as a marketing communication to Customers Marketing Mix 4P implementation in eCommerce

B. eCommerce Setup Foundations eCommerce get started, quick review on the steps and stages involved Heart of eCommerce functions and administration- back office administration panel Setting product marketing planning and the way they will be displayed Managing products: description, image, pricing, Categories Managing product advanced features: attributes, manufacturer, suppliers, carriers etc. Product indexing and search enhancement Budgeting C. Content Planning and Preparation Importance of responsive theme for a website Managing static content - CMS Localization including multi-language, multi-currency etc Implementation of language translation D. Deployment Process Planning, organizing, leading and controlling Setting up of timeline eCommerce software upgrade, backup and restore

Module 2. Business Operation of an eCommerce Website

Aims

• This section with explain some operation required attention for sales support, dealing with orders and their accompanying invoices and customer support requests
• To learn how to utilize eCommerce to enhance business operation such as handle customers' purchases, orders and delivery etc
• Understanding of foundations and the operation of eCommerce website can help business owners to build and organise the content in a desired way which becomes meaningful in the eyes of the customers

A. eCommerce Startup Objectives setting Online-to-offline (O2O): eCommerce solution as business strategy Checklist for starting. Prepare, estimation of manpower, skills required, outsourcing etc. Setting up employee accounts and permission allowing employee at different locations to support eCommerce functions you can count on to improve your business, categorizing online products, online brochure etc. Managing orders, electronics invoicing Payment Gateway setup and consideration Value Chain for eCommerce Cost, benefits evaluation

B. Customer Service Management of eCommerce New service approach in the digital age Customer Self Service using eCommerce Changes in customer support: traditional vs Digital approach Customer Relationship Management (CRM) using eCommerce C. Advanced Management Meta tags and description for Google Search Security and Risk Management Database for eCommerce Stock management feature Employee training Ongoing improvement

Module 3. Integration with Search Engine, Social Media Platform and Marketing Planning, Data Analysis

Aims

• Getting to know how to become an eCommerce marketer. Setting up online promotion and create electronics discount vouchers. Integration with digital marketing, social media marketing to help reaching target audience
• Understand some mechanics and operation of search engine

A. Overview of Digital Marketing Key concepts of Digital Marketing Marketing terminology and transformation in the digital age Impact on buyer behavior Distinguish between Search Engine Marketing (SEM), Search Engine Optimization (SEO), Display Marketing, YouTube B. Setting up Online Campaign Management Facebook Sharing, China Social Media Sharing button setup and integration URL submission to Google, Yahoo/Bing Google and Yahoo/Bing WebMaster setup Setting up of Google Ads account and learning the terminology and campaign

C. Marketing for eCommerce - Traditional versus Digital eCommerce as a new communication means to Customers Video preparation and building channel in YouTube Managing Social Media - Facebook, WeChat Marketing automation using eCommerce Integrated Marketing Communications (IMC) in the digital age D. Campaign & Promotion Planning Customer engagement consideration Setting up online campaign and planning Promotion setting eg. Electronics Voucher Evaluation and measurement E. Ongoing Enhancement Advanced web site features: blogging Success factors of eCommerce website

LECTURER

Mr. Douglas Li
Douglas has excellent business creativity, commercial sense and is an expert in the industry. He is a professional good at digital marketing, ecommerce, brand building, new product development and project management. Over past 20 years of his career, he had been leading and managed an accumulated total of over ten million dollars in marketing, brand building and new product development projects for companies in Hong Kong such as former Wharf T & T, PCCW and France Telecom Group.

Douglas graduated with Master degree in Marketing Management (Macquarie University, Australia) and Master degree in Electrical Engineering (University of Sydney, Australia) and has extensive teaching experience in management, digital marketing, ecommerce, customer relationship management and marketing communications subjects with leading education institutes. He has also conducted numerous corporate training services for blue chips and multi-national companies such as RE:SOURCES China, Publicis Groupe (World 3rd largest Marketing Communications Group), ESPRIT, COL Limited.

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Cantonese (supplemented with English) The programme will be delivered in Cantonese, and the course materials will be in English

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For this course details:
Shirley Chan:	2774 8569
Email:	details.cdp@hkma.org.hk
General Enquiry & Enrollment
2774 8500 or 2774 8501
Email:	hkma@hkma.org.hk
Fax:	2365 1000