Fashion Ecommerce Management & Digital Marketing Course

Designed & created by leading fashion professionals.

Fashion Ecommerce and Digital Marketing course structure

Online Course Duration: 35 weeks
Commitment: 2.5 hours per week (fast-track available)
Certification: Certification included
Language: English (subtitles in English and Italian)
Where: Online on-demand / Hybrid – study anywhere
When: Online on-demand, available 24/7. Live sessions are optional

Ecommerce Management & Digital Marketing Course & certification, designed and delivered by fashion and luxury professionals from leading fashion companies.

E-commerce & Digital Marketing Course Overview

eCommerce & Digital Marketing certification: flexible online course, workshops & practice labs.

This E-commerce & Digital Marketing course explores all the value chain activities of fashion e-commerce, from strategic planning to demand generation to ecommerce store management.

This ecommerce & digital marketing course is designed and delivered by leading digital fashion professionals who work in international brands and retailers.
The course is divided into E-commerce Management and Digital Marketing areas, together they will provide you with hands-on skills and deep understanding of fashion ecommerce and digital marketing processes, tools, KPIs, best practices and trends.

The course methodology is based on learning Goals, KPIs, Tools, Best Practices and Case studies from senior managers. And then you’ll consolidate the learnings with exercises, quizzes and workshops. The teachers will provide feedback and guidance on your work. You’ll learn how to make a fashion e-commerce successful and how to generate traffic and demand for your brand through digital marketing campaigns.

next start date

⇢ September 18th 2025

⇢ Next cohort starting next September

COURSE DURATION

⇢ 35 weeks

2.5 hours per week commitment
Fast track available

Delivery format

Online On-demand, Flexible study
Monthly sessions live online. Attendance is optional.
Online Practice with teacher feedback
Language: English
Subtitles: English and Italian

fees

€2,150 (exam fee included)
⇢ Included x3 mentoring sessions

CERTIFICATION

Fashion Ecommerce & Digital Marketing Management

⇢ Exam fee included

COMMITMENT

2.5 hours of study per week

Learning Outcomes

Learn end-to-end Fashion Ecommerce & Digital Business and Marketing.
In this fashion e-commerce and digital marketing course you will acquire the skills that will allow you to manage an e-commerce for a brand or retailer, from creating a business plan for e-commerce to managing an e-commerce team, from creating the product assortment to managing digital marketing campaigns. You will be provided with a comprehensive overview of all the activities of the Fashion E-commerce Value Chain and you will learn how to make you online channel profitable and sustainable.

By the end of this E-commerce and Digital Marketing course, you will have a solid understanding of ecommerce management and digital marketing processes, tools, KPIs, and best practices implemented by leading fashion brands and retailers.

Gain a comprehensive understanding of fashion ecommerce sales drivers and business rules with a focus on strategy, organisation and financial performance
Explore how brands and online retailers generate demand and drive qualified traffic to their websites.
Develop a deep knowledge of metrics, KPIs and techniques to define goals and monitor ecommerce teams performance to reach your financial goals.
Build confidence in leading ecommerce teams, with practical knowledge of team structure, roles, and coordination
Acquire a practical & workable knowledge of fashion e-commerce store management, buying and merchandising, marketplaces strategy and management, operations & logistics, and customer relationship management (CRM)
Attain knowledge and understanding of the up-to-date digital tools used by senior fashion professionals for performance marketing, search engine optimisation, email marketing, CRM
Obtain the Ecommerce and Digital Marketing Certification for Fashion & Luxury to fast-track your career

How to participate

Flexible training: take this course wherever you are

Self-paced on-demand lessons with live online touch base events via Zoom
Dedicate around 2.5 hours per week to this course
Join optional live sessions
Live sessions will be recorded and always available on-demand for reviewing even outside of class hours
You can engage remotely with teachers and colleagues through our platform

Who is this course for?

This course is for fashion professionals who need to acquire hands-on ecommerce skills to manage the ecommerce business in fashion brands and retail companies.
Benefits of the ecommerce training:

Gain the knowledge and skills that will enable you to work in fashion e-commerce, direct-to-consumer, e-wholesale and fashion digital marketing divisions at the highest level.
Learn in-depth fashion e-commerce management skills. (e.g. how to structure a business plan for e-commerce, how to organise E-commerce and how to manage an e-commerce team)
Study and work on creating and managing digital marketing strategies, campaigns and SEO projects.
Gain a thorough understanding of fashion e-commerce store management, merchandising, finance, e-commerce platforms, payments, logistics and legal

Mid-to-Senior Fashion & Luxury Managers Update and expand your skills, develop a deep understanding of the critical success factors for fashion ecommerce and digital marketing for fashion. Fast-track your career by learning the best practices from leading international fashion professionals from brands and digital agencies. Deep dive into the strategies that drive e-commerce sales and increase e-commerce profitability.
Mid-to-senior marketing professionals who want to upgrade their skills with a strong digital marketing knowledge.
Digital Agencies Professionals / System Integrators / Consultants.Learn the essential drivers of value for fashion companies, this will allow digital agency professionals like you to provider a better service and higher value to your clients. Understanding your clients business in detail is the first step to provide an effective service. In this course you’ll learn the characteristics of fashion companies, their goals, financial processes and how they generate value through ecommerce.
Senior Professionals, Head of Departments, CXOs. Whether you are Head of a department or managing a whole company as CEO, you need to understand the business logic and value drivers of Digital Marketing and Ecommerce. Yours is the responsibility to lead the digital transformation process of your company. In this course you’ll learn the strategies and processes implemented by leading fashion companies including E-commerce Strategy, Financial Planning, Merchandising and Store Management, Logistics and Operations, Digital Marketing. Senior professionals from experience in the bricks and mortar fashion industry will find the opportunity to acquire a deep understanding of the processes that make online sales successful and profitable
Fashion Entrepreneurs, business owners. If you are an entrepreneur in the fashion industry and you need to implement and drive sales online, this course will provide you with specific fashion e-commerce and digital marketing competences that will allow you to steer the wheel of your business, coordinate a team and manage external suppliers such as third party logistics (3PLs), Digital Marketing Agencies, ecommerce platforms and payment services providers.

Ecommerce and Digital Marketing Course Methodology

This course has a pragmatic online training methodology that starts from goals and KPIs that are relevant to Digital Fashion Management, exploring how to use the tools of the job.

Topics covering the entire eCommerce value chain — giving you a 360° view of every moving part, from strategy to fulfillment
Clear learning goals, practical tools, and KPIs
Exercises, quizzes, and optional workshops to apply what you learn
Digital Portfolio: work on real world projects to build practical skills
Feedback and guidance from senior experts
Monthly live sessions and workshops (optional)
One-to-one mentoring sessions

This is an on-demand, cohort-based course. You can study at your own pace, from anywhere in the world. While the course is entirely on-demand, you have the option to join monthly sessions and still be part of a group.

E-commerce and Digital Marketing Course Teachers

The teachers are some of the most experienced professionals in the Digital Fashion sector, specialised in the Fashion & Luxury industry. Read more about the teachers >>.

Course programme

35 weeks, 2.5 hours per week commitment, 20 modules

MODULES 1-10

Fashion Industry: Business Models & Brand Strategy

Learn the essential notions of Fashion Management including essential processes, timelines, and the key revenue drivers of successful fashion brands. You’ll cover business models, market positioning, sales channels, product lifecycle, digital transformation and pricing strategies.
Topics include: Fashion business models, market structure, sales channels, brand positioning and product lifecycle

E-commerce Processes

Explore the Ecommerce processes specific to the fashion industry, understanding the entire lifecycle of an Ecommerce transaction.

Study the organisational aspects, uncover how companies structure their Ecommerce teams and why a strong organisational framework is essential for the success of an online fashion business.

E-commerce Operations & Logistics

Understand the full scope of eCommerce operations covering everything from content creation to the challenges posed by shifting consumer behaviours.

The logistics section takes us behind-the-scenes, to understand the “magic” that ensures every online purchase runs smoothly.

Customer Service

Explore the essentials of customer service for fashion e-commerce. Discover strategies and tools to handle customer enquiries efficiently and turn support into a sales opportunity. Learn how to measure performance, evaluate insourcing vs. outsourcing, and manage Service Level Agreements (SLAs).

We’ll also look at AI digital solutions that enhance the customer experience and support online selling.

Customer Relationship Management (CRM)

Study the strategies and techniques that fashion companies apply to create customer satisfaction and loyalty. You will learn key CRM concepts in the fashion & luxury industry, develop a customer-focused approach, and uncover practical methods to enhance customer interactions across multiple touchpoints.

By examining real-world scenarios, engaging in data analysis, and strategic planning, this module provides professionals with the insights and tools needed to boost customer loyalty and achieve business success.

Email Marketing: Newsletter Design and Contact Planning

In this module you’ll work on the creation of a contact plan and the planning of newsletters. We’ll analyse best practices and examples of strategies from leading fashion and luxury brands. You’ll learn how to design effective newsletters for both desktop and mobile devices, you’ll learn about email automation processes such as welcome cycles, data enrichment and automated campaigns, and how to track key email marketing KPIs.

Inside a Fashion Brand: Strategy, Storytelling

This module offers a unique and exciting opportunity to gain an exclusive, behind-the-scenes look at what it’s like to run a small business in the fashion industry.

Through this case study, you will conduct a SWOT analysis and develop strategic communication approaches. Ultimately, you’ll apply your insights to create marketing messages that align with the brand’s vision, gaining hands-on experience in fashion business strategy.

Fashion E-commerce Strategy & Planning

This is a key module for understanding and managing the challenges of Fashion Ecommerce. It will help you develop essential strategic skills to make sound business decisions in a fast-moving industry. You’ll learn how to apply strategy in Fashion Ecommerce and you’ll also get hands-on practice with strategic tools in real-life situations.

We’ll look at real-world projects to show how strategic decisions work in practice. You’ll see how to turn ideas into actions and make smart choices.

We’ll also explore useful management methods, like bottom-up planning and tools for tracking issues. You’ll learn how to organize tasks, plan projects, and use tools such as roadmaps.

Online Store Management & eMerchandising

We start this module with a focus on the operational aspects of managing a fashion ecommerce store, distinct from broader ecommerce strategy and financial planning.

It covers the day-to-day activities involved in running an online store, such as content creation, uploading, organizing, and visual merchandising. The Online Store Management module focuses on the day to day activities of an ecommerce store: from planning weekly and daily tasks to execution and monitoring resuts. You’ll also learn how to implement a Commercial Plan for your e-commerce.

In the eMerchandising lesson you’ll discover how to optimize your product assortment and boost e-commerce sales, learning;
• key strategies & tools used by top ecommerce merchandisers
• how to integrate AI at digital touchpoints: homepages, PLPs & PDPs
• Balancing editorial storytelling with sales goals using hybrid merchandising methods
• Essential metrics to track and optimize your merchandising efforts

UX Design Fundamentals for Ecommerce

The success of fashion e-commerce depends on the right balance of content, technology, and user experience. While many UX patterns are standardised, the best results come from tailoring the experience to the brand, product, and customer.

In this lesson, you’ll learn how to design and optimise key pages—Home, PLP, PDP, Landing Pages, and Checkout—for a seamless and effective user journey. You’ll also explore benchmarking, conversion rate optimisation (CRO), analytics, and A/B testing.

Whether you manage your own store or work with designers, this module gives you the tools to evaluate and improve your website’s performance with confidence.

MODULES 11-20

E-commerce Growth and Cost Management

This module focuses on the financial strategies essential for scaling a fashion e-commerce business. You’ll explore the key financial drivers behind online growth—from demand generation and budgeting to cost control and margin management. Learn how to optimise performance by tracking core KPIs such as traffic, conversion rate, and average order value.
The module also breaks down the eCommerce Profit and Loss statement, equipping you with the tools to drive revenue while maintaining profitability for sustainable success.

Finance for Fashion Ecommerce

Explore the financial operations of fashion companies, with a focus on planning, budgeting, and reporting. You’ll learn industry-standard practices for building financial plans and forecasts, along with key timelines for budget proposals and approvals. Discover how fashion brands allocate resources, monitor performance, and track essential financial KPIs. In the hands-on practice lab, you’ll manage an eCommerce Profit and Loss statement, adjusting metrics to achieve target profitability (EBIT). The module concludes with a webinar featuring a CFO’s perspective on e-commerce in fashion and luxury, offering executive-level insights into what drives sustainable, profitable growth.

Web analytics and Business Intelligence

This module introduces the key metrics and tools used by international fashion companies to measure online performance. You’ll gain an overview of the KPIs used to track digital channel effectiveness and learn how to use analytics tools to evaluate campaign performance. The module also explores the latest AI-powered platforms for predictive analytics, offering insights into future trends and data-driven decision-making.

Technology for Fashion Ecommerce

This module provides an overview of the key technology solutions commonly adopted by fashion companies and how to harness their capabilities effectively. You’ll explore major e-commerce platforms like Adobe Commerce, Shopify, and Salesforce, as well as supporting applications such as marketing technology tools, product information and asset management systems, order management systems, and AI solutions.

The module also delves into omnichannel processes, including digital in-store technologies and integrated customer care strategies.

Marketplaces & Internationalisation

This module explores strategic approaches to maximise e-commerce sales by activating new digital channels, such as fashion marketplaces, and expanding into international markets. You’ll learn how to leverage various sales platforms across different regions, understand the key success factors for managing cross-border e-commerce, and develop strategies for digital trading in markets like the Far East, Middle East, and Africa. The module also covers localisation techniques and website optimisation to meet the expectations of diverse customer bases around the world.

Marketing for Marketplaces

Learn how to maximise marketing effort on marketplaces, focusing on platforms like Amazon and Zalando that now offer sophisticated ad solutions similar to Google Ads. You’ll learn the strategic importance of marketing on these platforms, how to tailor campaigns for different marketplace partners, and the key tactics for maximising visibility and sales. The session combines theory with real-world examples to show how effective marketplace advertising can elevate your brand and drive growth.

Digital Marketing Strategy

This module offers a foundational understanding of digital marketing strategy with a focus on traffic generation and customer acquisition. You’ll explore how key players like Google, Meta, Amazon, and social platforms fit into a fashion brand’s marketing ecosystem. Learn to navigate essential concepts such as the marketing funnel, customer lifecycle, and the “messy middle,” and how they shape effective media planning. The module also covers the role of data and audience insights in evaluating campaign performance—while addressing the challenges and side effects of digital advertising.

Search Engine Optimisation (SEO)

This module covers the fundamentals of SEO tailored for the fashion industry, providing the strategies and tools needed to build sustainable online visibility and long-term digital success. You’ll explore key areas including on-page and technical SEO, off-page strategies, local SEO, and the relationship between SEO and SEM. Learn how to track performance with essential KPIs and reporting tools. The module concludes with a hands-on practice lab, where you’ll apply your knowledge by developing an SEO strategy and editorial plan for a high-end fashion brand.

Performance Marketing

This module unlocks the power of Performance Marketing, focusing on Search Engine Advertising (SEA) and Meta advertising to help you reach the right audience at the right time. You’ll gain practical tools and confidence to elevate your digital marketing skills, learning both the theory and hands-on application of these strategies. By the end, you’ll build a complete SEA toolkit and create a real-world ad campaign to showcase in your digital portfolio.

Content Marketing

Learn the essentials of content marketing for Fashion and Luxury, where clarity meets creativity. This module covers key principles behind successful campaigns, including content goals, strategies, and the role of brand personas. You’ll discover how to use data effectively, mastering measurement techniques and practical tools to enhance your content. Real-world ad examples will help you see these strategies brought to life in action.

Are you looking for training for your brand or your company? The digital marketing course can be tailored to your needs. For more information please contact us.

Course FAQs

When can I join this course?

The next cohort starts in September 2025, but you can enrol now. Early enrolment gives you access to early bird discounts.

I’m not sure which course to take, can I talk to someone?

Yes! You can book a call with a senior staff member at DFA to help you decide. They’ll help you match the course to your learning goals.

Is there a certification at the end of the course?

Yes. Upon successful completion of the course, you’ll obtain the Certification of attendance of the course. You can share your certificate on your LinkedIn profile and add it to your CV.

I’m a professional with a busy schedule, is the attendance to the course flexible?

The attendance is flexible, you can attend anytime and anywhere within 6 months from enrolment.

How long does it take to complete the fashion business online course?

The estimated time to complete the course is less than 4 hours. The time that you actually spend on the course it depends on you, some people like to watch the videos more than once in order to better acquire the notions, the nuances and reflect on the learnings.

How can I enrol in the online course?

To enrol in this course you just need to buy the course online and you’ll receive all the information to start the course on-demand immediately or to join the next cohort.

What is the teaching methodology? Will I learn practical skills from this course?

The teaching methodology is based on the work of industry professionals, working in fashion companies, e-tailers and agencies, who share their best practices and work experiences. Therefore you’ll acquire a view of real work situations in this course. The typical lessons consists of:
– Objectives of the professional roles or functions;
– Management control: monitoring of results and KPIs;
– Toolbox: learn about the tools and software used by the professionals;
– Analysis of best practices and case studies of Fashion & Luxury Brands;
– Processes and guidelines implemented in fashion companies;
– Consolidation: exercises, reflection activities and/or quizzes.

In which languages are the lessons available.

The lessons are available in English and Italian.

What are the benefits of taking the ecommerce and digital marketing course?

– The course is designed by fashion and luxury professionals to meet the real needs of fashion and luxury companies;
– Participants can interact with teachers and our community during the course and after;
– The course allows you to study flexibly from anywhere from any device;
– You’ll be allowed to join a global community of fashion professionals around the world;
– You’ll gain a certification that will increase your chances for career improvements.

Ecommerce & Digital Marketing Course