The course begins by covering specialized knowledge for sales management, ranging from the role of markets and customers to digital sales strategies and processes on the technical side, and extending to topics such as personal development and leadership on the personal side. The course then covers relevant knowledge regarding e-commerce platforms, online marketing strategies, logistics, and customer service to help participants get started in e-commerce.
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Certificates: Sales management" certificate
E-Commerce" certificate -
Examination: Praxisbezogene Projektarbeiten mit Abschlusspräsentationen
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Teaching Times: Full-timeMonday to Friday from 8:30 a.m. to 3:35 p.m. (in weeks with public holidays from 8:30 a.m. to 5:10 p.m.)
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Language of Instruction: German
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Duration: 8 Weeks
Sales management
Strategy and digital marketing (approx. 4 days)
Foundation for sustainable sales management
Market analysis and trends: digitalization and USP
Customer centricity and customer journey
Channels and lead management: multichannel and omnichannel
Marketing-sales alignment
Collaboration between sales, marketing and customer success
Sales funnel and pipeline management
Digital tools and AI for market analysis and strategy
Sales performance and organization (approx. 5 days)
Efficient management and structuring of sales
Sales strategy 4.0
Organization and processes in sales
Territory and partner management
Controlling and KPIs
Data-driven sales and performance management
Sales forecasting and pipeline management
Forecast methods (bottom-up / top-down) and deal evaluation
CRM strategy and management of CRM systems
Customer management
AI-supported sales analyses and forecasts
AI for forecasting, lead scoring and sales management
Leadership and psychology in sales (approx. 4 days)
Core competencies for employee management and team dynamics
Leadership role and change in sales
Motivation and sales psychology
Employee development in sales
Feedback discussions and performance management in sales
Team dynamics and conflict management
Leading at a distance (remote leadership)
Human Resources, Negotiation, and Law (approx. 4 days)
Skills for Recruitment, Contract Negotiation, and Legal Compliance
Recruiting and Onboarding in Sales
Employee Development and Advancement
Consulting and Solution-Based Sales
Negotiation and Closing Strategies
Presentation and Communication
Sales Law, GDPR, and Compliance
Project work (approx. 3 days)
To deepen the content learned
Presentation of the results
E-Commerce
Fundamentals of E-Commerce (approx. 1.5 days)
Introduction to E-Commerce and Digital Commerce
Business Models and Framework Conditions
Key Players and Enablers in E-Commerce
Online Sales Channels: Multi-Channel Strategies, Marketplaces, and an Outlook on Agentic Commerce
Legal Aspects (approx. 2.5 days)
Legal Foundations of Online Commerce: Legal Notice, Terms and Conditions, and Right of Withdrawal
Data Protection and the GDPR
International B2C Online Commerce
EU Product Safety Regulation: General Product Safety Regulation (GPSR)
Platform and AI Regulation: DSA/DMA and the EU AI Act (Obligations, Labeling, High-Risk Classification)
Accessibility (BFSG) and Product Liability
Online Store Systems and Design (approx. 3 days)
Comparison of E-commerce Platforms, Headless and Composable Commerce
Usability, User Experience (UX), and Accessible Web Design
AI-powered creation of product presentations and descriptions
Checkout Process Optimization
Online Marketing and Customer Acquisition (approx. 3 days)
SEO/SEA and Content Strategies
Social Media Marketing and Social Commerce
Email, Affiliate, and Influencer Marketing
Marketplace Marketing and Retail Media
AI-powered personalization, recommendation systems, and visibility in AI search systems (GEO/AEO)
Payment Systems and Finance (approx. 2 days)
Payment Methods and Providers, Instant Payments, and Digital Wallets
Buy Now, Pay Later (BNPL)
Risk Management, Fraud Prevention, and Accounts Receivable Management
Controlling and Key Performance Indicators in E-commerce
Logistics and Fulfillment (approx. 2 days)
E-commerce Logistics and Shipping Options
Warehouse and Inventory Management Systems
Returns Management and Optimization
International Logistics and Customs Clearance
Sustainable Logistics and Digital Product Passport (DPP)
Customer Service and CRM (approx. 2 days)
Customer Service Strategies in E-Commerce
CRM Systems and Customer Loyalty Initiatives
AI-powered customer service: chatbots, voicebots, omnichannel support
Complaint Management and Conflict Resolution
After-Sales Service and Customer Feedback
Web Analytics and Data Analysis (approx. 2 days)
Web Analytics Tools and Their Use
Conversion Optimization and A/B Testing
Data Analysis, KPI Tracking, and Reporting
Cookie-less tracking and consent management
Project Work (approx. 2 days)
To reinforce what has been learned
Presentation of project results
Changes are possible, the course content is updated regularly.
After completing the course, you will be familiar with markets and customer groups, develop suitable sales strategies and implement them operationally. You will define key figures, manage sales processes based on data and lead your team. You will use digital systems and AI-supported analysis tools to plan and optimize sales performance. You will master the basics of modern sales management - from strategy and organization to team leadership, negotiations and customer contact.
Furthermore, after completing this course, you will have a solid understanding of all key aspects of e-commerce. You will be familiar with the legal fundamentals, know how to select and configure e-commerce platforms, and be able to develop effective online marketing strategies. You’ll be well-versed in payment systems, logistics, customer service, and data analysis, and you’ll be able to use AI tools effectively and in compliance with the law throughout the entire e-commerce operation.
Specialists from sales, distribution and customer management as well as prospective managers who would like to take on sales responsibility in the future.
This course qualifies you for a career in sales or distribution and therefore for positions in all companies with a sales department.
After completing the course, you will also have acquired a broad basic knowledge that will enable you to enter various fields of activity in online retail.
Your meaningful certificate provides a detailed insight into the qualifications you have acquired and improves your career prospects.
Didactic concept
Your lecturers are highly qualified both professionally and didactically and will teach you from the first to the last day (no self-study system).
You will learn in effective small groups. The courses usually consist of 6 to 25 participants. The general lessons are supplemented by numerous practical exercises in all course modules. The practice phase is an important part of the course, as it is during this time that you process what you have just learned and gain confidence and routine in its application. The final section of the course involves a project, a case study or a final exam.
Virtual classroom alfaview®
Lessons take place using modern alfaview® video technology - either from the comfort of your own home or at our premises at Bildungszentrum. The entire course can see each other face-to-face via alfaview®, communicate with each other in lip-sync voice quality and work on joint projects. Of course, you can also see and talk to your connected trainers live at any time and you will be taught by your lecturers in real time for the entire duration of the course. The lessons are not e-learning, but real live face-to-face lessons via video technology.
The courses at alfatraining are funded by Agentur für Arbeit and are certified in accordance with the AZAV approval regulation. When submitting a Bildungsgutscheinor Aktivierungs- und Vermittlungsgutschein, the entire course costs are usually covered by your funding body.
Funding is also possible via Europäischen Sozialfonds (ESF), Deutsche Rentenversicherung (DRV) or regional funding programs. As a regular soldier, you have the option of attending further training courses via Berufsförderungsdienst (BFD). Companies can also have their employees qualified via funding from Agentur für Arbeit (Qualifizierungschancengesetz).