Strategic and Hands-On: The Amazon Marketplace and Its Role in an Integrated Marketplace Strategy

This course gives companies from a wide range of industries a comprehensive insight into the world of e-commerce. The workshop places a strong focus on the relevance and the potential of online marketplaces and on integrating them into a company’s own business strategy. In a time of digital transformation, the workshop puts tools and insights into participants’ hands so that they can operate successfully in the complex environment of online marketplaces and position themselves for the future. The aim is to give participants a deep understanding of marketplace economics, using the Amazon marketplace as the example. It explains how the marketplace can serve as an additional sales channel and thus as a strategic instrument for increasing revenue, extending the brand and building customer loyalty. The workshop conveys practical approaches, from successful digital product presentation through to choosing the right Amazon Fulfillment options or Amazon Advertising formats, in both a national and an international context. By the end of the workshop participants will be able to assess the potential of online marketplaces for their particular case and to derive a marketplace strategy for their company. The course therefore offers both a strategic perspective on the possibilities and advantages of online marketplaces and the impulses needed to implement a successful e-commerce presence on the Amazon marketplace in operational terms.