Executive Diploma in eCommerce Application

Building a successful eCommerce Business
建立成功的電商業務

Aims

• To learn the basic components of eCommerce business
• To plan and prepare for a successful business model

Contents

A. Planning: Find the best business model base on your time and resources
準備計劃: 如何根據自己的資源和時間選擇適合的商業模式

1. Pure online business VS Online Business + Physical Stores
2. Product: Physical products VS Virtual / Digital products
3. B2B vs B2C
4. Dropshipping
5. SWOT (Strength – Weakness – Opportunity – Threat) Analysis

B. Groundwork: The basic requirements for starting an eCommerce business
基礎工作: 創業必需的要素

1. Setting a limited company
2. Opening a company bank account
3. Virtual Banks
4. Office / Co-working space
5. Operation equipment
6. Company branding
7. Taxing and Accounting

C. Market Research: Understanding your customers
市場調查: 了解你的客戶

1. Investigate the market demand
2. Find out the strength and weakness of your competitors
3. Using free resources online to test your market

D. Building an online shop: The first touchpoint with your potential customers
建立網店: 潛在客戶跟您的第一個接觸點

1. Comparing different eCommerce platforms and their pros & cons
2. Online Marketplace:
   i. Amazon
   ii. eBay
   Taobao
   T-Mall
   HKTVMall
3. eCommerce platforms:
   i. Shopify
   ii. Magento
   iii. Shopline
   iv. Boutir
4. Own online storefront:
   i. WIX
   ii. WordPress
   iii. BigCommerce

Digital Marketing – Attracting Customers and Driving Revenue
網上推廣 – 如何吸引流量增加生意

Aims

• To get an understanding of the different digital marketing channels
• Learn how to drive traffic to the online store for more revenue

Contents

A. Overview of Digital Marketing
數碼營銷概述

1. Basic Concepts
2. Common terminologies
3. Digital Marketing VS Traditional Marketing

B. Search Engine Marketing SEM
搜索引擎營銷

1. PPC (Pay-Per-Click)
2. SEO (Search Engine Optimization)
3. Display advertising

C. Social Media Marketing
社交媒體營銷

1. Facebook & Instagram
2. Youtube
3. KOL (Key Opinion Leaders) / Influencers

D. Inbound Marketing
引流營銷

1. Sales funnel – the different stage of the customer journey
   i. Awareness
   ii. Consideration
   iii. Conversion
2. Content marketing – Nurturing loyal customers to your business
3. Email marketing

E. Re-targeting
再行銷

1. How retargeting works
2. Facebook Pixel
3. Google Tag Manager

F. Planning a successful digital marketing campaign
計劃一個成功的數碼營銷活動

1. Determine your business goals
2. Defi ne your target audience
3. Select the most appropriate channels
4. Design the advertisement
5. Copywriting
6. A/B Testing
7. Analytics

eCommerce Components: Payment, Logistics, Customers Service, and Data Analytics
電商業務的組成部分: 支付系統, 物流, 客戶服務, 及數據分析

Aims

• To study the details of different components for eCommerce

Contents

A. Payment System
支付系統

1. Online Payment VS Traditional Payment
2. Major online payment platforms:
   i. Credit Cards – VISA, Master Card, AMEX
   ii. PayPal
   iii. Stripe
3. New digital payment platforms:
   i. Apple Pay
   ii. Google Pay
   iii. PayMe
   iv. FPS
   v. AliPay
   vi. WeChat Pay

B. Logistics
物流

1. Basic logistics requirements
   i. Warehouse storage
   ii. Pick – Pack – Ship
2. Local delivery
3. International delivery
4. Special requirements
   i. Frozen products
   ii. Inflammable products
   iii. Time-sensitive products
5. Return of delivered goods

C. Customer Service
客戶服務

1. Common techniques to increase online shop friendliness
2. Automation tools to improve your efficiency:
   i. Chatbot
   ii. Automatic customer response mails
3. Personalized service to enhance customer relations
4. Loyalty Membership program
5. CRM Customer Relationship Management

D. Data Analytics
數據分析

1. Introduction to Google Analytics
2. Understand your audience to design tailor-made advertisements for best results
3. Understand your website traffic data to optimize your marketing budget