Multi-Channel E-Commerce Marketing Training Course

Duration 10 days 21 modules · 65 contact hours
Level Intermediate Certificate on completion
Who attends E-commerce Managers, Digital Marketing Managers and others
Fee from USD 2,200 KSh 190,000 for Kenyan organisations
Where 52 cities + online See dates by city
Next start 16 Nov 2026 Course code SD-DM-074

Before you join: Participants should have practical familiarity with marketing campaigns, websites, online sales or customer communications.

Dates & prices

Two start dates a month in every city, and live online on weekdays or weekends. Fees are per participant; classroom fees include tuition, materials, lunch and refreshments, and the certificate.

Suggest a date or city

Showing the next six months. Later dates, other cities and private deliveries for your team are available on request.

Course overview

Multi-channel e-commerce growth depends on more than placing products on a website and buying media. Teams must connect customer insight, product data, merchandising, search, paid media, email, marketplaces, social commerce and fulfilment promises into one commercial system. When channels operate independently, businesses waste acquisition spend, create inconsistent offers, lose stock visibility and struggle to identify which activity produces profitable revenue.

This course develops the planning and operating skills required to market an e-commerce offer across owned, paid and partner channels. Participants define commercial objectives, segment audiences, map customer journeys, structure product information, build channel plans and select relevant performance measures. They work with practical methods for e-commerce SEO, Google Shopping, paid social, lifecycle email, conversion-rate optimisation, marketplace trading, promotional planning, attribution and budget allocation.

Instructor-led sessions combine concise briefings with sector cases, channel-planning workshops, performance-data analysis, group exercises and marketing simulations. Participants apply the methods to a chosen business, product category or realistic case throughout the programme. They leave with an integrated multi-channel e-commerce marketing plan, including customer segments, channel roles, campaign calendar, measurement framework, budget logic and optimisation priorities.

The course suits marketing, e-commerce, digital trading, CRM, product and commercial professionals who already understand basic digital marketing or online retail operations. It is particularly relevant for teams responsible for direct-to-consumer stores, retail websites, marketplace portfolios, banking products, travel services, subscription offers, public-service transactions and B2B digital sales journeys.

What you will be able to do

  • Develop a multi-channel e-commerce marketing plan linked to revenue, margin and retention targets
  • Segment e-commerce audiences using behavioural, transactional and value-based customer data
  • Map customer journeys and assign clear commercial roles to each marketing channel
  • Create product discovery plans using e-commerce SEO, feed optimisation and paid shopping campaigns
  • Design lifecycle email and remarketing programmes using triggers, audiences and offer rules
  • Evaluate channel performance using funnel metrics, attribution models and cohort analysis
  • Prioritise conversion-rate optimisation tests using research evidence and experiment design
  • Present an integrated e-commerce campaign plan with budget, calendar and measurement dashboard

Benefits of attending

For you

  • Build a credible multi-channel e-commerce plan for a current commercial priority
  • Make channel investment recommendations using revenue, margin and attribution evidence
  • Improve collaboration with trading, CRM, media, content and fulfilment teams
  • Diagnose weak conversion points across product discovery, checkout and post-purchase communications
  • Present e-commerce performance decisions with clearer commercial rationale

For your organisation

  • Connect acquisition, conversion and retention activity to shared revenue targets
  • Reduce duplicated promotions and conflicting messages across customer touchpoints
  • Improve product visibility through stronger search, feed and marketplace practices
  • Increase marketing accountability through defined funnel metrics and reporting rules
  • Create a repeatable planning process for campaigns, trading events and optimisation

Course modules

21 modules over 10 days

Participants can define a commercially coherent role for each e-commerce marketing channel.

  • E-commerce revenue model linking traffic, conversion rate, average order value and retention
  • Channel-role matrix for acquisition, conversion, repeat purchase and customer service
  • Direct-to-consumer, marketplace and retailer models compared through margin and control
  • Commercial objectives translated into traffic, sales, margin and customer-value targets
  • Demand capture versus demand creation within channel investment decisions
  • Owned, paid, earned and partner channels mapped against buying intent

Participants can create actionable segments from e-commerce customer and behavioural data.

  • STP framework applied to e-commerce category, customer and offer decisions
  • RFM analysis classifying customers by recency, frequency and monetary value
  • Behavioural segments built from browsing, search, basket and purchase signals
  • First-party data sources assessed for consent, quality, coverage and activation
  • Customer lifetime value estimated from contribution margin, retention and acquisition cost
  • Persona assumptions tested against transaction data and customer research

Participants can map customer journeys and identify channel-specific conversion barriers.

  • Journey map covering discovery, evaluation, purchase, delivery and post-purchase stages
  • Moments of truth identified through customer effort and commercial risk
  • Search, social, email and marketplace touchpoints assigned customer needs
  • Friction audit covering registration, checkout, payment, delivery and returns
  • Service recovery messages designed for delays, failures and abandoned transactions
  • Cross-device behaviour considered within browsing, remarketing and conversion paths

Participants can translate a value proposition into persuasive product and offer presentation.

  • Value proposition canvas used to connect products, pains and customer gains
  • Product-page hierarchy structured around relevance, proof, price and action
  • Merchandising rules for category pages, filters, sorting and product recommendations
  • Offer architecture balancing discounts, bundles, gifts, subscriptions and financing
  • Price-comparison risks managed through product differentiation and value communication
  • Trust signals selected for regulated claims, reviews, delivery and returns

Participants can specify product data requirements for discoverability and channel distribution.

  • Product information model defining titles, descriptions, attributes, images and identifiers
  • Google Merchant Center feed fields mapped to product and pricing data
  • GTIN, MPN and brand identifiers checked for product matching accuracy
  • Feed diagnostics used to resolve disapprovals, missing attributes and price mismatches
  • Variant structure planned for size, colour, pack and regional availability
  • Inventory and delivery data aligned with advertised availability promises

Participants can create an SEO action plan for category, product and editorial pages.

  • Keyword research separating informational, commercial and transactional search intent
  • Category-page optimisation using search demand, filters and internal linking
  • Product-page copy written around attributes, applications, proof and terminology
  • Technical SEO checks covering crawlability, canonical tags, redirects and indexation
  • Structured data priorities identified for products, prices, availability and reviews
  • Content clusters planned around buying guides, comparisons and problem-solving queries

Participants can structure paid search and shopping activity around profitable product demand.

  • Search campaign structure organised by category, intent, geography and profitability
  • Keyword match types selected using query control and volume trade-offs
  • Negative keyword lists maintained to remove irrelevant and low-value traffic
  • Shopping campaign segmentation based on product margin, stock and sales velocity
  • Bid strategies evaluated against conversion value, cost targets and data sufficiency
  • Search-term reports used to refine queries, products and landing pages

Participants can plan paid social activity from prospecting through conversion and remarketing.

  • Paid social funnel separating prospecting, consideration, conversion and retention audiences
  • Creative testing matrix combining audience, proposition, format and call-to-action variables
  • Product catalogues configured for dynamic ads and social commerce placements
  • Platform-native content planned for short video, creator assets and product demonstrations
  • Frequency, reach and incremental conversion monitored across campaign stages
  • Brand safety, claims approval and comment-management rules documented

Participants can design lifecycle programmes that increase conversion and repeat purchase.

  • Lifecycle framework covering welcome, browse abandonment, basket abandonment and post-purchase messages
  • Trigger logic defined from customer events, delays, exclusions and suppression rules
  • Email segmentation combining purchase history, engagement, preference and predicted value
  • SMS use cases assessed against consent, urgency, value and contact frequency
  • Deliverability controls covering sender reputation, authentication, complaints and inactive subscribers
  • Retention campaigns planned for replenishment, cross-sell, win-back and loyalty

Participants can plan marketplace activity while protecting margin, brand standards and channel roles.

  • Marketplace portfolio assessed by audience reach, fees, fulfilment and data access
  • Listing optimisation applied to titles, imagery, attributes, reviews and search terms
  • Buy Box drivers reviewed through price, stock, fulfilment and seller performance
  • Retail media objectives linked to listing visibility, conversion and incremental sales
  • Assortment rules prevent channel conflict, duplication and uncontrolled discounting
  • Marketplace reporting reconciled with direct-site sales and total category performance

Participants can create a content system that supports discovery, trust and conversion.

  • Content pillars connected to customer questions, product use and category demand
  • Editorial calendar balanced between campaigns, evergreen content and trading moments
  • User-generated content evaluated for rights, authenticity, relevance and conversion value
  • Creator selection scored by audience fit, content quality, reach and commercial terms
  • Briefs specify proposition, mandatory claims, deliverables, usage rights and measurement
  • Community responses routed through service standards, escalation paths and approved language

Participants can prioritise and design conversion experiments using customer evidence.

  • Conversion research combines analytics, session recordings, surveys and usability findings
  • Funnel analysis locates drop-off between landing page, basket, checkout and purchase
  • Hypothesis statements define audience, change, expected effect and supporting evidence
  • ICE scoring ranks experiments by impact, confidence and implementation effort
  • A/B test design specifies control, variant, primary metric and duration
  • Statistical significance interpreted alongside revenue impact, segmentation and operational risk

Participants can construct a trading calendar that coordinates demand generation and fulfilment capacity.

  • Trading calendar integrates seasonal demand, launches, paydays and promotional events
  • Promotion mechanics modelled through discount depth, eligibility, inventory and margin
  • Campaign phasing schedules teaser, launch, sustain, urgency and post-event activity
  • Stock-risk dashboard combines sell-through, availability, inbound supply and forecast demand
  • Minimum advertised price policies considered within partner and marketplace promotions
  • Post-promotion analysis separates pulled-forward demand from incremental sales

Participants can define a measurement plan for e-commerce performance and customer behaviour.

  • GA4 event taxonomy specifies views, searches, baskets, checkout steps and purchases
  • Measurement plan links business questions, metrics, dimensions, owners and data sources
  • Funnel reports distinguish acquisition quality, product interest and checkout performance
  • Cohort analysis tracks retention, repeat revenue and customer behaviour over time
  • Data-quality checks identify duplicate transactions, missing values and tracking breaks
  • Dashboard hierarchy separates executive indicators, channel diagnostics and operational alerts

Participants can interpret attribution evidence and identify appropriate channel investment decisions.

  • Last-click attribution limitations examined for upper-funnel media and repeat customers
  • Position-based and data-driven models compared against campaign decision requirements
  • Incrementality defined as sales caused beyond expected baseline demand
  • Holdout tests designed using eligible audiences, control groups and measurement windows
  • Media-mix signals triangulated with platform reports, analytics and trading data
  • Attribution decisions documented with assumptions, confidence levels and limitations

Participants can allocate channel budgets using commercial forecasts and unit economics.

  • Marketing budget built from revenue targets, conversion assumptions and channel capacity
  • Contribution margin calculated after product cost, fulfilment, returns and media spend
  • Customer acquisition cost compared with first-order margin and lifetime value
  • Scenario planning tests base, upside and downside trading assumptions
  • Marginal return curves identify diminishing returns from additional media spend
  • Budget reallocation rules triggered by stock, performance and seasonal changes

Participants can establish practical governance for multi-channel e-commerce delivery.

  • RACI matrix assigns ownership for trading, media, content, data and fulfilment
  • Weekly trading meetings use performance, stock, campaign and customer-service inputs
  • Agency briefs define objectives, audiences, assets, budgets, deadlines and approval routes
  • Service-level agreements cover response times, reporting, optimisation and issue escalation
  • Marketing claims governance checks substantiation, disclosures, consent and brand requirements
  • Test-and-learn backlog maintained through evidence, ownership, priority and delivery status

Participants can adapt channel plans for local customer expectations and market constraints.

  • Market-entry scorecard assesses demand, competition, payment, delivery and regulatory factors
  • Localisation priorities cover language, currency, sizing, imagery and cultural relevance
  • Payment preferences mapped to conversion risk, fees and customer trust
  • Cross-border delivery promises account for duties, returns, tracking and service coverage
  • Country campaign plans distinguish global assets from locally required adaptations
  • Regional performance comparisons control for currency, seasonality and channel availability

Participants can identify marketing and customer-experience risks before campaign launch.

  • Consent management requirements applied to email, SMS, cookies and remarketing audiences
  • Privacy notices aligned with data collection, profiling and customer communication purposes
  • Accessibility checks cover product content, forms, contrast and keyboard operation
  • Promotional terms state eligibility, exclusions, deadlines, availability and redemption conditions
  • Consumer-protection risks reviewed for pricing claims, testimonials and scarcity messages
  • Incident response plans address payment failures, stock errors and harmful campaign placements

Participants can run structured reviews that convert performance data into prioritised actions.

  • Weekly scorecard reviews traffic, conversion, revenue, margin, retention and service metrics
  • Variance analysis separates volume, conversion, price, mix and availability effects
  • Channel diagnostics identify whether issues originate in audience, offer, creative or experience
  • Root-cause analysis uses five whys, evidence logs and accountable owners
  • Action registers record decision, expected impact, deadline, owner and review date
  • Monthly business reviews connect results, learning, forecast revisions and investment decisions

Participants can build, review and present a complete multi-channel e-commerce marketing plan.

  • Commercial brief defines objectives, target segments, offer, constraints and success measures
  • Channel-role matrix connects customer journey stages with owned, paid and partner activity
  • Campaign calendar sequences content, media, lifecycle messages, promotions and trading events
  • Budget model states channel investment, forecast sales, margin and decision thresholds
  • Measurement dashboard specifies KPIs, attribution approach, reporting cadence and owners
  • Peer review tests feasibility, customer relevance, risk controls and implementation priorities

Exercises and examples are adapted to each cohort's sectors and roles.

What you take back to work

  1. Multi-channel e-commerce marketing plan template
  2. Customer segmentation and journey-map model
  3. Channel-role and campaign-calendar framework
  4. Product discovery and commerce-feed checklist
  5. E-commerce measurement and attribution dashboard specification
  6. Conversion optimisation experiment backlog

Who should attend

  • E-commerce Managers — need to coordinate trading, acquisition and retention activity
  • Digital Marketing Managers — need channel plans tied to online revenue performance
  • Marketing Managers — need to connect brand campaigns with e-commerce conversion
  • CRM and Lifecycle Managers — need to improve repeat purchase and customer value
  • Marketplace Managers — need to align retailer platforms with direct sales activity
  • Commercial and Product Managers — need evidence for digital offer and channel decisions

Skills and tools covered

Channel strategyE-commerce merchandisingLifecycle marketingConversion optimisationMarketing measurementCampaign budgeting

Tools and standards

Google Analytics 4, Google Merchant Center, Meta Ads Manager, RFM analysis

How the course runs

Training methodology

The programme uses short instructor briefings, guided analysis of e-commerce cases, group planning tasks, channel simulations and structured peer review. Participants work with customer, campaign and trading data to make decisions on targeting, product discovery, offers, budgets and measurement. Case material can be adapted for retail, financial services, travel, consumer goods, B2B or public-service transactions. Each participant develops sections of an integrated plan during the course and receives feedback against commercial objectives and implementation constraints.

Requirements and prerequisites

Participants should have practical familiarity with marketing campaigns, websites, online sales or customer communications. They should understand basic concepts such as target audiences, conversion, paid media, email marketing and web analytics. Experience using a content management system, e-commerce platform, analytics package or advertising account is useful, but participants do not need advanced platform administration skills. The course does not require coding, data science, graphic design, specialist SEO expertise or prior responsibility for an e-commerce profit-and-loss account.

A typical training day

08:30 – 10:30First session
10:30 – 10:45Refreshment break
10:45 – 12:30Second session
12:30 – 13:30Lunch and networking
13:30 – 15:00Third session
15:00 – 15:15Refreshment break
15:15 – 16:30Workshop and daily review

Live online deliveries follow the same structure in East Africa Time, with shorter screen blocks and longer breaks.

What the fee includes

  • Instruction by a practitioner facilitator
  • Full course workbook and materials
  • Exercise files, templates and case studies
  • Refreshments and lunch on classroom deliveries
  • Certificate of completion
  • Post-course application plan

Frequently asked questions

Participants should understand basic marketing and online sales concepts and have some exposure to campaigns, websites or customer communications. Advanced advertising-platform administration, coding and analytics expertise are not required.

Bring a laptop and, where permitted, a current e-commerce challenge, campaign plan, trading data or website examples. Participants may use a realistic case if they cannot share business information.

It is designed for professionals managing or supporting e-commerce growth, including marketing, trading, CRM, marketplace, product and commercial roles. It is not an introductory course for people with no familiarity with digital marketing.

The course focuses on the commercial mechanics of selling online: product discovery, merchandising, conversion, retention, fulfilment promises, trading calendars and margin. General digital marketing courses usually give less attention to these e-commerce operating decisions.

Participants leave with an integrated plan and reusable planning tools that can be adapted to a current product category, market or campaign. The plan provides a structure for discussions with media, content, CRM, trading, analytics and operations teams.

The first week establishes customer, product, channel and conversion foundations while participants begin their own plan. The second week develops measurement, budgets, governance, optimisation and a final capstone presentation; each training day runs from 08:30 to 16:30 with about 6.5 contact hours.

Questions about this course?

Ask about dates, fees, group bookings or running it for your team. Our training team replies by email.

Ask on WhatsApp info@skillsetdevelopment.com

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