WEEKEND 1 – April 19-20 

What are the channel strategies that enhance the customer shopping experience, ensuring the best return on investment?

How does one approach to channels compared to another affect the visibility of a brand?

Let’s explore together the logics that govern commerce channels, the metrics for defining KPIs, and the plans for launch and investment.

WEEKEND 2 – May 17-18

In this module, we will explore digital channels and key players in Asia.

Together, we will examine the strategies underlying the planning of an e-Commerce channel launch and compile checklists for the related operations.

WEEKEND 3 – June 14-15-16 

What are the necessary operations to manage eCommerce and Retail channels in a way that is profitable and competitive compared to competitors?

This module will lead us to assess and analyze in detail the pricing, merchandising, and channel promotion strategies, highlighting opportunities compared to the target market.

WEEKEND 4 – July 12-13

In this module, we will explore strategic finance and essential key performance indicators necessary for effectively engaging the audience. We will understand how to extract and interpret fundamental data such as traffic, bounce rates, and conversion rates. The synergy between SEO and SEM will be demystified, and the importance of market segmentation and audience targeting will be examined. Furthermore, we will highlight how Artificial Intelligence is reshaping eCommerce.

From fine-tuning pricing strategies to enhancing merchandising and promotions, the role of Artificial Intelligence is crucial in bridging the gap between physical and digital spaces. You will learn about predictive analysis, understanding customer behavior, and improving service through automation. These AI-based tools are not mere additions to eCommerce; they are true game-changers, revolutionizing digital commerce strategies and operations.

WEEKEND 5 – September 20-21-22

What are the legal impacts and privacy policies to be adhered to in an AI-powered landscape?

How are relationships with customs regulated, and how does Artificial Intelligence simplify the movement of goods and their flow to end users?

Who communicates with customers and assists them when necessary, and how does Artificial Intelligence redefine these interactions and procedures?

In this module, we will explore together the essential actions for managing the operations of an e-Commerce store, emphasizing the transformative effects of Artificial Intelligence. We will discuss how AI technologies can enhance operational efficiency, from customer service automation to logistics optimization and ensuring compliance, to continuously evolving legal and privacy considerations.

WEEKEND 6 – October 11-12

Customer Experience represents a “milestone” for a company. It is the essence of a direct purchase that reflects a “healthy relationship” with the brand and Customer Care. Strategies, processes, and organizational attention towards the customer, along with the in-store experience, are crucial in determining the success of a brand. This module will guide you through the phases of creating a high-level customer journey and analyze the complexities of assistance models and after-sales service. We will define the key components of an effective omnichannel CRM strategy and delve into how Artificial Intelligence applications are revolutionizing CRM, enhancing personalization, anticipating customer needs, and simplifying service experiences.

WEEKEND 7 – November 8-9

Let’s explore the strategies, actions, and services that constitute the fabric of a “good” Customer Experience. In this analysis of omnichannel trends, we will examine the activities that define the daily operations of a store and the supporting technologies that benefit both the seller and the customer. Furthermore, we will analyze the impact of Artificial Intelligence on the Customer Journey and store operations, examining how it shapes the customer experience in emerging sales formats and optimizes both back-end and front-facing processes.

WEEKEND 8 – December 13-14

What are the areas of technological innovation that influence, evolve, and shape the eCommerce and Retail world?

What actions and choices enhance user satisfaction levels and perception?

How are the principles of intuitiveness, usability, and clarity translated into a consistent and “predictable” interface from the end-user’s perspective?

Artificial Intelligence, Data Visualization, Metaverse, User Experience, User Interface Design, Test & Learn, and Content Management are among the topics covered in this module.

WEEKEND 9 – January 10-11 

In this module, we will explore together the processes and flows that determine effective and optimized management in a company. We will discover actions to attract new talents, the correct incentive models to address the existing team, the role of Continuous Learning, and career plans.

WEEKEND 10 – February 7-8

This module will allow us to acquire the necessary skills to prepare a data-driven organization through the analysis of topics such as strategy & organization, defining foundations (that are robust, sustainable, and harmonized on the data and technology side), and creating value through use cases to optimize the business.

WEEKEND 11 – March 7-8-9

A long weekend (from Friday to Sunday) that will provide Master’s program participants with the opportunity to delve into some of the topics covered during the lessons through practical experimentation on real cases promoted by brands or defined by the Scientific Committee. The goal is to put into practice and translate into direct experience the theoretical principles learned.

Generative AI
a) Introduction to Generative AI
b) Applications of Generative AI in Commerce
c) Ethical considerations and challenges
d) Trends and future innovations

Payments
a) Payment gateways
b) Optimal gateway selection
c) Acquirers
d) Payment methods

eCommerce & Sports
a) Digital transformation in sports marketing
b) eCommerce strategies for sports merchandising
c) Data analysis and fan engagement
d) Emerging trends and innovations in sports marketing

Sustainability
a) Introduction to sustainability in e-commerce
b) ESG Rating and its strategic importance
c) The dual materiality of ESG in the context of e-commerce (with specific ESG framework)
d) The Human-Centric approach of Impact Marketing in the Evolution of E-Commerce