Syllabus

The syllabus will cover the core areas of cross-channel retailing: led by strategy, developing the supporting infrastructure and systems and following the buying, merchandising and customer streams to create the best return.

Ref	Stream	Comprising...
SC0	Business Strategy	The business context and commercial drivers, cross- and multi-channel issues, ecommerce as part of the retail mix.
SC1	Infrastructure	Logistics, ecommerce platform, contact centre, warehousing and distribution, reverse logistics, store integration, supplier, SLA management.
SC2	Applications	Online Searchandising, image serving, web analytics, Hitwise, integration issues, recommendation engines, R&D and assessment etc.
SC3	Buying	Web-specific purchasing, extended ranges, supplier development, affiliates and partners
SC4	Production	Product content, on-site content, marketing collateral, images, attributing, newsletters, microsites
SC5	Marketing	Acquisition, retention, analytics, test and optimise, customer experience, best practice.
SC6	Online Merchandising	Ranging and selection, promotions, presentation, customer experience, conversion, profit maximsation (AOV, AOF, customer value etc.)
SC7	Service	Customer experience through the purchasing cycle, content centre, returns management, error management, service issues.
SC8	Online Strategy	Ecommerce strategy — contracting and commercial terms, programme management, commercial and business development, service improvement.

These streams are covered by a combination of self-study, classroom tuition, online learning support and case study activity.

The Diploma's tuition outline is as follows:

Day	Topics	Cross reference
1	An Introduction to Internet Retailing — overview of market, strategy and planning; marketing; products, operations	SC0
2	The analytics underpinnings of ecommerce: measurement, analysis, insight (CRM, web analytics, testing strategies). Special consideration of creating a business-wide view	SC0 — measurement aspects
3 & 4	Ecommerce and multichannel marketing: The multichannel world: store, catalogue, online call centres, mobile, developing a customer-centric view across all service channels; Customer acquisition and conversion.	SC5
5	Products and services for sale: sourcing, selection, presentation; web-specific challenges and opportunities	SC4, SC3
6	Operations and logistics	SC1, SC7
7	Online Merchandising: on-site search, presentation, cross/up-sell and alternatives. Sometimes called "Searchandising".	SC6
8	Leadership day: growing and managing a multichannel business (includes presentations from members of the Leadership Council and networking time)	SC0
9	New advances in internet retailing	SC0
10	Mastering toolsets and methodologies: half day hands-on exposure to the most modern ecommerce systems; half day on the main development methodologies and management approaches	SC1, SC2, SC4, SC6
Visit	"Insiders Guide" of "behind the scenes" tour of a class-leading facility

Self Study

In addition to the formal classroom tuition above you will be provided with numerous online and printed resources that will widen your relevant knowldge. While not compulsory, a good diploma grade will normally require the resources to be thoroughly studied.

In addition to classroom time and self-study, delegates are required to pass a three-stage assessment process in order to achieve the Diploma. Details of this project work will be made available before the course begins.