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Program

In this second decade of e-commerce, with digital revenues vital to businesses, there is a need to fully integrate digital activity in the business while, at the same time, meet the growing call to make digital teams fully accountable for performance.

Digital professionals are aware of the demands to increase team performance by undertaking additional responsibilities and contributing broadly to organisational development.

Through looking in detail at structures, strategies and behaviours the course will give you a comprehensive understanding of the issues involved with building, managing and leading a digital, online or e-commerce team. You will apply practical tools and approaches that can be implemented in your workplace.

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Who should attend?

This course is aimed at:

• Job title: Marketing Manager, Digital Marketing Manager, E-commerce Manager, Online Manager, Project Manager
• Sector: B2B/B2C/Agency/Supply/Client
• Experience: Ideal for first-time managers of a digital team, those looking to extend the success of digital teams, improve or expand their digital team or wanting to develop a leadership role.

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How will I benefit?

Upon completion of this course, you will be able to:

• Use the right structures, strategies and behaviours to help you to build, manage and lead a successful digital team
• Utilise established management good practice to look at the distinctive needs of online and e-commerce teams
• Decide which skills should be outsourced or managed in-house, use best management approaches and how to manage specialists within a team
• How to move a team to a different level of capability, operating model or level of performance

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What will I learn?

Structure

• Review of the key functions required of a digital team
• What's distinctive about digital teams - from the myths of 'dotcom'
• Working styles, via web wizards, to a consideration of the core competencies needed within a team - viewed from a business perspective
• An introduction to the 'capability maturity' model as a diagnostic and strategic planning approach
• Possible structures for digital teams as well as their location within the business - building upon researched structures within leading businesses
• Growing skills internally versus hiring in

Behavioural

• Management approaches - more than line-management or 'managing by being an expert' - moving to managing for successful outcomes
• Examining the nature of 'management' in a small group of subject-matter experts - how to manage specialists within a team
• Managing people who are more expert than you, or where their work is not susceptible to easy review (this could apply equally to software development, graphic design or marketing strategy)
• Perception of the team within the business, with key stakeholders and senior management, along with managing key communication interfaces
• Supporting and growing productive behaviours

Strategic

• Which skills should be managed in-house versus outsourced?
• Where should responsibility sit within the business?
• Should the team be built around the customer life-cycle? Functionally-based? Channel-based?
• Setting direction and measurements to support appropriate behaviours and performance
• Transition - how to move a team to a different level of capability, operating model or level of performance
• Developing the 'digital business' - extending work styles and effective practices outside the ecommerce team

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Inquiries

; 0207 269 1470

If you're looking for further insight into e-commerce, we also run courses on Usability and Persuasion in E-commerce and Online Merchandising - Selling in the Digital Age.