Executive Diploma in eCommerce Application

Executive Diploma in eCommerce Application


With the solid Internet infrastructure and efficient financial system, eCommerce has become an integral part of modern lifestyle. The eCommerce business has been growing rapidly in the last 10 years. The various kinds of eCommerce systems and related services are very mature. The cost involved in starting an online business is also flexible. Many entrepreneurs want to ride on this bandwagon and start their own business online. This course is designed to cover every aspect involved in the process, from the planning stage to the details of operation in different parts of an eCommerce business. It helps you to acquire the necessary skills and knowledge to build a successful company.

What you will learn

  • Understand the components of eCommerce business
  • Study the major digital technologies
  • Make use of the versatile and free resources online to save time and effort
  • Learn from the successful cases

Who should attend

  • People interested in setting up eCommerce business
  • SME owners who want to expand their online store
  • Business Development, Sales and Marketing professionals

Information at a Glance


Commencement Date:

Deadline for New Application:

Tuition fee for Members:


Tuition fee for Non-members:


Medium of Instruction:


Mode of Instruction:

Brochure Timetable / Application Timetable / Application


Module 1

Building a successful eCommerce Business


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


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
  3. eCommerce platforms:
    i. Shopify
    ii. Magento
    iii. Shopline
    iv. Boutir
  4. Own online storefront:
    i. WIX
    ii. WordPress
    iii. BigCommerce

Module 2

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


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


A. Overview of Digital Marketing

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

B. Search Engine Marketing SEM

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

C. Social Media Marketing

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

D. Inbound Marketing

  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

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

F. Planning a successful digital marketing campaign

  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

Module 3

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


  • To study the details of different components for eCommerce


A. Payment System

  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

  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

  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

  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



本會會員: HK$9,600

非會員: HK$10,200

早鳥優惠:開課前二星期成功報名及付款可減$600 (詳情請看報名表)




Course Details

Ms Shirley Chan
Phone: 2774 8569
Email: details.cdp@hkma.org.hk

General Enquiry / Course Enrolment / Membership Information

Phone: 2774 8500 or 2774 8501 / Ivy Ng 3468 6023 / Shino Choi 3468 6024 / Windy Ng 3468 6025
Email: hkma@hkma.org.hk / enrol@hkma.org.hk
Fax: 2365 1000

Payment Methods