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E-commerce Strategy and Experience

Become a robust e-commerce player with the capability to excel in your category, deliver excellent customer experiences, and make strategic choices about where to invest your capital. 

Next start date
25 Oct 2021

None, however we do recommend students have basic knowledge of business strategy and operations.
Time commitment
6 weeks (8-10 hours per week) 100% online
A$ 1200 incl GST


Level up your skills and qualifications as a digital native

Teaming up with the best in industry, our courses lean into the future of work to deliver the best in structured, mentor-supported, 100% online education.

Find out more in our FAQ section.

The freedom of online study


Get RMIT recognised

After completing a Future Skills course, your knowledge will be validated by Australia’s largest university.

Course Structure

Module 1

Introducing the e-commerce value chain

  • Unpack different e-commerce landscapes including trends, customer experiences (CX), and understand the difference between e-commerce and physical commerce
  • Explore various aspects of the value chain and how analytics can be applied to them
  • Examine why CX is important and good elements of CX, including trends, analytics and metrics
  • Explore different strategies available to connect and deliver products, including personalisation, subscription models, social commerce, and omni-channel approaches

Module 2

Exploring customer, brand, and product fit

  • Identify your customer in the digital landscape and use analytics to further define who they are
  • Define your product or service and forecast customer demand by identifying your value proposition
  • Understand the importance of aligning and optimising your brand, product, and customer fit and how this impacts the value chain

Module 3

Explore lead generation and the marketplace

  • Discover strategies for lead generation in the digital landscape, including the use of third-party sites and social media
  • Uncover different methods for customer acquisition and understand opportunities, challenges, and costs of acquisition in e-commerce
  • Examine the benefits and drawbacks of using third party sites and understand how brick-and-mortar operations influence the e-commerce landscape

Module 4

Sticky sites, conversion rates, and lifetime value

  • Understand e-commerce conversion methods and rates, and learn the importance that user experience and user interface can have on your sales
  • Analyse techniques to make your e-commerce sticky and increase sales, including opportunities around basket sizes and abandoned carts
  • Unpack ways to drive brand and customer loyalty, including how A/B testing can help maximise value chain opportunities

Module 5

Unpacking warehousing, fulfilment, shipping and tracking

  • Investigate frameworks for managing inventory and uncover best practice stock management techniques for optimising margins
  • Understand innovative analytical tools that are necessary for successful e-commerce warehousing and distribution

Module 6

What’s next?

  • Explore the future of e-commerce including trends and what to look out for
  • Stay across the analytical tools and the importance of continuously evaluating your e-commerce strategy and implementation

Learn with Industry Experts

Get ready to meet some of the biggest names in the business

Michael Titshall
Michael TitshallSubject matter expert

Our subject matter experts on this course include people like Michael Titshall. Michael is the Vice President and Managing Director of R/GA Australia, a global creative consultancy with various innovation offerings that include R/GA’s adaptive e-commerce approach. He is passionate about helping brands grow through creative solutions, having led agencies across the spectrum of brand, creative, technology and media services. 

David Pisker
David PiskerSubject matter expert

David Pisker is the General Manager – Strategy and Innovation at Officeworks. Prior to this, David was the General Manager – Customer Experience & E-commerce within the company. With over 20 years’ experience, David’s has helped deliver customer-focused solutions to a range of local and international industries. David is also a passionate contributor to the CX and digital communities, including speaking, writing, and podcasting for several major publications and conferences.

Geoff Kwan
Geoff Kwan Subject matter expert

Geoff Kwan has spent the last 20 years in a variety of digital, technology, and e-commerce roles and industries. With an engineering degree and a passion for technology, Geoff has led digital and e-commerce functions in businesses such as Foxtel and Samsung. Currently he is the Vice-Presidient, Digital and Product Technology at Koala. At Koala, Geoff is part of the team that looks after its global websites and its end-to-end e-commerce platform, ensuring customers have the best possible experience with Koala.

Learner success team
Learner success teamRMIT Online

Our learner success team are here to help you with 1:1 coaching, tips on how to successfully study online, and any questions or concerns you may have.

Why choose RMIT Online

Get a world-class education and transform your career.

Real world skills

Develop skills that have been validated by industry, while getting recognised by a world-leading university.

Industry connected

You'll gain knowledge and practical skills from renowned industry partners who are at the forefront of their field.

Flexible delivery

Advance your career while you study. RMIT Online courses let you balance work, study and life commitments.

Supported community

Be guided by a network of industry experts and peers, and supported by our dedicated success team.

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