Fast Track to Ecommerce Syllabus

Meet the host: Fadi Shuman

Fadi Shuman is a well known figure in the digital and ecommerce industry, recognized for his innovative contributions and leadership roles. He is the Co-Founder of BORN, an award-winning global digital agency that delivers enterprise content and e-commerce solutions for major brands such as Red Bull, Tag Heuer and Net-a-Porter. Shuman’s career began in London, where he established his first agency, POD1, in 2001.

In 2016, Shuman brought his digital acumen to WPP as the Global Chief Digital Officer, enhancing e-commerce strategies for global FMCG stalwarts such as Unilever, GSK, Heineken, and Coca-Cola. Currently, he leverages his experience to advise and develop direct-to-consumer brands in various industries, helping them navigate and succeed in the digital marketplace.

Please be aware that the syllabus provided is subject to minor adjustments before the course begins.

Week One

Live Kickoff with host Fadi Shumann 

The Business of Ecommerce 

  • Channels and Business Models 
  • How Shoppers Use Ecommerce 

On-demand Course: Key Enablers of Indirect Ecommerce 

  • Sales
  • Supply Chain 
  • Digital Technology
  • Experience 
  • Marketing 
  • Finance
  • Analytics 

Week Three

On-demand Course: Winning the Path to Purchase

Taxonomy and Site Structure / Navigation and Menus / Faceted Navigation and the Importance of Attributes / Product Content Throughout the Site Journey / The UX of Product Content

On-demand Course: Product Content That Converts

High Performing Product Titles / Descriptive Product Copy / Optimising Visual Content / A+ and Other Captivating Content Types / Ratings and Reviews / Content Management and Syndication / Linked Products and Bundling

Week Two

On-demand Course: Understanding the Shopper Experience 

Key Differences in Digital vs. Brick and Mortar / Understanding Shopper Behavior / Walking the Digital Store / Driving Value Through Retailer Customers / Assessing Retailer Maturity / Analysing Shopper Behavior with Data 

On-demand Course: Understanding Ecommerce Search 

How Site Search Works / What Drives Search Rank / Aligning to the Language of Shoppers / The Flywheel Effect 

Week Four

Reading Period – No Coursework 

First Term Live Q&A with Host and Econsultancy SMEs 

Learners have the opportunity for an extended video Q&A with the Host and Econsultancy experts to end the first term. 

Week Six

Learning Plan: Retail Media

Approaching Retail Media Ad Investment / Activating Retail Media Sponsored Product Ads / Activating Retail Media Product Display Ads

Live Working Session: Working with Amazon 

One-hour live session on the keys to working with Amazon with Q&A

Week Five

On-demand Course: Availability, Portfolio and Promotion 

Why Availability Matters and How It Got Complicated / Building a Shopper-Centered Assortment / Aligning Assortment to Channel and Mission / Challenges of Launching Innovation in Ecommerce / Discounting, Incentivising and Using Trade Spend Wisely / Maintaining Offer Consistency  

On-demand Course: Pricing 

Monitoring Pricing / Testing Product Pricing / Pricing Strategies / Discounts / Advanced Pricing Techniques: Automated Promotions, Live Discounting and Competitor Availability 

Week Eight 

Second Term Live Q&A with Host and Econsultancy SMEs

Learners have the opportunity for an extended video Q&A with the SME/Host to end the second term.

Video session with Host to prepare for the simulation based final activity.

Ecommerce Simulation Final Activity 

Learners complete a simulation using their new skills in ecommerce and receive the certificate of completion and CPD points.

Week Seven

On-demand Course: Partner Planning 

Driving Value Through Customer-Partners / Analysing and Prioritising Opportunities / Building the Business Case / Working Collaboratively with Colleagues / Identifying Customer Levers and Decision Makers 

Live Trends Session with Econsultancy Senior Analyst Lynette Saunders 

Presentation on the latest digital marketing trends with Q&A. 

Ready to level up your Ecommerce skills?