Diploma in eCommerce starting on the 20th March - Irish Times Training

1. Welcome to
Irish Times Training
For over a quarter of a century, Irish Times Training
Áine Dilleen
has been providing a comprehensive portfolio of quality
Key Account Manager
business courses. We lead the way in providing cutting
edge learning and our instructors are the best in their field.
Irish Times Training
24-28 Tara Street, Dublin 2 Digital marketing is a sector, which is flourishing right now and
we’ve created a number of exciting and practical courses to
(01) 472 7101 address this demand. Our aim is to ensure all participants leave
with tangible and practical benefits, which they can bring to
their businesses. Our extensive digital marketing programme
(01) 472 7111
includes a Diploma in Digital Marketing, Search Engine
Optimisation, Twitter & Facebook for Business, Writing for the
gencourses@irishtimes.com Web and many more.
www.irishtimestraining.com Located in the heart of the capital we are ideally situated and
easily accessible by rail and bus. Our team would be delighted
to provide any assistance or advice on selecting the right course
for you or your staff. We can also provide all of our courses on
an in-company, tailored basis.
PLEASE NOTE
We require five working days notice
on all cancellations.

2. Diploma in Ecommerce Management
Irish Times Training has joined forces with IIA to bring you the
Diploma in Ecommerce Management
11 Evenings, 6.00-9.00pm
- Everything you need to know to run a successful ecommerce business.
Module 1: Planning your e-Commerce Customer Proposition
20/03/2012 - 29/05/2012 Plan a successful e-commerce business: just like off-line stores, each h successful
ecommerce brand has its own unique character and characteristics based on a
compelling customer proposition. Which kind of e-commerce business are you
going to be? This module will provide examples and reviews of successful
ecommerce brands, how they’ve taken advantage of the internet to grow their
online sales through customer engagement, value proposition, business model (e.g.
€1,265 subscription for repeat purchase, pricing etc.)
Lecturer: Ronan O’Brien of Zatori – The Costume Shop.
Module 2: Business Planning
How to run a successful ecommerce business. This module will cover the financial
planning aspects of your e-tail business. It will look at how to build your business
plan, set budgets, and manage your KPIs. It will show you the impact of
commercial decisions on your bottom line and how to optimise your profitability
through appropriate stock management, transaction management (payment
systems and bank charges and foreign exchange) and deals management.
Lecturer: Fionan Dunne of CFO Services
Module 3: Effective Website Design
Off-line retailers have spent years perfecting the layout of their stores to guide
customers through the full range of product offering and encourage up-selling and
cross-selling through use of signage, point-of-sale materials and check-out
management. Likewise, an effective website design is your key to driving your hard
won visitors into customers. This module will provide examples and reviews of
successful website designs that have optimised online visitors’ transactions.
Lecturer: Gareth Dunlop of Fathom
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3. Module 4: Driving Customer Traffic –
PPC, SEO, Affiliate Marketing and E-Mail Marketing, Deals Management
Now that you’ve got a great website up and running that will drive visitors to the
check-out, how do you ensure that you attract sufficient traffic to your site in the first
place? This module will look at effective use of PPC and SEO to drive traffic to your
site. (As per Digital Marketing Diploma)
Lecturer: Ronan O’Brien of Zatori
Module 5: Transaction Management
An efficient check-out process is the ‘point of no return’ for consumers and the point
at which customers are most likely to exit. How to do you ensure that your check-out
process is efficient and provides the necessary clarity and assurances for the
customer that will encourage them to make a purchase. This module will review
usability of check-outs for effective online selling. It will examine the different
payment systems that are available to the ecommerce manager and give them to
tools to decide which payment system will work best for their customer proposition.
Lecturer: Bob Curran of Buy4Now
Module 6: eCommerce Customer Services: CRM - Relationships and Returns
The challenge for many retailers is building a relationship with their customers
appropriate to their brand. To what extent can you build trust online? How to you
manage your online customer services, how clearly are your terms and conditions
displayed on your site, how easy is your returns and refund process. This module
evaluates excellent customer service in ecommerce propositions and shows you the
range of tools available for communicating with your customers to enhance their
experience and drive customer satisfaction.
Lecturer: Bob Curran of Buy4Now
Module 7: eCommerce Customer Services: Deliveries and Deadlines
The big challenge for many ecommerce businesses is picking, packing and delivery.
This module has been designed to take you through the range of distribution models
available to you and to evaluate the distribution costs and their impact on your profit.
Order Fulfilment is the biggest change for most ecommerce businesses.
Lecturer: Rory O’Connor of Scurri.com
Module 8: International e-Commerce: Translations & Transactions
This module has been designed to teach you the key skills needed to sell online
across language and culture barriers as well as dealing with international trading
standards and jurisdictions –within the EU and beyond. You will acquire practical
tips on how to approach your international strategy; examining the importance of
language and culture, international SEO and PPC, international payment solutions,
customer follow up and international website hosting.
Lecturer: Mark Rodgers of Cipherion Translations
Module 9: Metrics / Analytics
You need to know how well you’re doing – this module provides you with metrics
against which you can benchmark your performance. Visitors, conversions, bounce
rates, ROI on marketing spend, basket-size – effectively retail KPIs for online
business as well as digital marketing analytics.
Lecturer : David Murphy of Amplify
Module 10: Content – Images and Copy
Writing great copy that sells product, providing great images and videos that
compensate for the fact that the customer cannot touch and trial the product.
Leveraging content marketing to deliver vital, relevant content that positions you as a
trusted resource to which the customer will turn when s/he is ready to buy. This
module shows you how to create great content and present it a format that leads to
increased sales.
Lecturer: Fiona Ashe of FlasheForward Communications

4. Module 11: Mobile Commerce
So far, we have examined the options for an eCommerce website but there are
alternatives. This module will examine the significance of mobile e-commerce. How
important is a mobile-enabled site to your business? What are the trends for m-
commerce and how is it different to your website? What opportunities does mobile
present for e-commerce – for example NFC and mobile payments?
Lecturer: Sian Gray, Mobile Marketing specialist (Nokia)
FREE Module: Breakfast Briefing - Managing Customer Information:
Your Legal Obligations as an eCommerce Manager from Gary Davies,
Assistant Data Protection Commissioner
If you’ve got customer information on file you will need to know in what form and for
how long you can store it. You will also need to know for what you may use it. You
will need to be fully aware of your obligations as a retailer vis a vis Trading
Standards etc. This module is painful but necessary!
Irish Times Training I 24-28 Tara Street Dublin 2 I 01 472 7101 I gencourses@irishtimes.com