Course curriculum

  • 1

    Section 1: Introduction to ecommerce marketing

    • 1.1 Welcome to this unit

    • 1.2 Introducing ecommerce marketing

    • 1.3 What this unit will cover

    • 1.4 What you’ll learn

    • 1.5 A note on completing this unit

    • 1.6 Section 1 quiz
  • 2

    Section 2: Understanding ecommerce marketing

    • 2.1 Welcome to section 2

    • 2.2 Understanding ecommerce options

    • 2.3 Understanding ecommerce websites

    • 2.4 Understanding social commerce

    • 2.5 Understanding other monetisation opportunities

    • 2.6 Understanding the POEM model

    • 2.7 Creating engaging product content

    • 2.8 Offering a good checkout experience

    • 2.9 Encouraging earned media

    • 2.10 Understanding legislation

    • 2.11 Section 2 quiz
  • 3

    Section 3: Planning for ecommerce

    • 3.1 Welcome to section 3

    • 3.2 Determining ecommerce requirements

    • 3.3 Considering the marketing strategy

    • 3.4 Researching ecommerce opportunities

    • 3.5 Evaluating ecommerce opportunities

    • 3.6 Planning for customer engagement

    • 3.7 Selecting success metrics

    • 3.8 Considering organisational policies and procedures

    • 3.9 Creating an ecommerce strategy

    • 3.10 Ecommerce strategy template

    • 3.11 Section 3 Quiz
  • 4

    Section 4: Setting up payment processing

    • 4.1 Welcome to section 4

    • 4.2 Understanding the steps of an online transaction

    • 4.3 Understanding payment gateways and processors

    • 4.4 Common payment technologies

    • 4.5 Understanding PCI DSS

    • 4.6 Considering authentication and security

    • 4.7 Evaluating payment technologies

    • 4.8 Negotiating processing parameters

    • 4.9 Tips for negotiating successfully

    • 4.10 Understanding service agreements

    • 4.11 Section 4 quiz
  • 5

    Section 5: Optimising performance

    • 5.1 Welcome to section 5

    • 5.2 Optimising ecommerce performance

    • 5.3 Improving the checkout experience

    • 5.4 Using personalisation

    • 5.5 Following up on abandoned carts

    • 5.6 Encouraging product reviews

    • 5.7 Using referral marketing

    • 5.8 Introducing loyalty programs

    • 5.9 Section 5 Quiz
  • 6

    Section 6: Reviewing performance

    • 6.1 Welcome to section 6

    • 6.2 Monitoring transactional data

    • 6.3 Reviewing performance

    • 6.4 Evaluating performance

    • 6.5 Creating recommendations

    • 6.6 Creating a performance report

    • 6.7 Ecommerce performance report template

    • 6.8 Presenting your report

    • 6.9 Section 6 Quiz
  • 7

    Section 7: Ecommerce marketing summary

    • 7.1 Welcome to section 7

    • 7.2 Key takeaways

    • 7.3 The future of ecommerce marketing

    • 7.4 How to keep your knowledge up to date

    • 7.5 Congratulations and what’s next
  • 8

    BONUS SECTION: Additional Resources

    • 8.1 Bonus section introduction

    • 8.2 Top 10 Ecommerce Trends

    • 8.3 Ecommerce Industry Report 2023

    • 8.4 Digital Payments Report - How Consumers Prefer to Pay When Shopping Online

    • 8.5 Ecommerce Trends Report 2023

    • 8.6 The Ultimate Guide to Website Speed (and how it impacts website conversions)

    • 8.7 The Definitive Guide to Ecommerce Marketing

    • 8.8 The Consumer Behaviour Trends Shaping Ecommerce

    • 8.9 State of Commerce Report

    • 8.10 Overcoming 6 Common Ecommerce Pain Points

    • 8.11 72 Must Have Features for an Ecommerce Website

    • 8.12 Ecommerce Trends to Watch Out For

    • 8.13 The Definitive Guide to B2B Ecommerce

    • 8.14 IAB and Pureprofile Australian Ecommerce Report 2023

    • 8.15 IAB Australia ECommerce 2023 Infographic

    • 8.16 What Online Shoppers Want from Brands

    • 8.17 Ecommerce Automation 101

    • 8.18 Introduction to Lead Generation for Ecommerce

    • 8.19 Glossary of Digital Marketing Terms