DM405BKK
E-commerce
Faculty
Kelly Hezemans
Managing Director at iBOOST ONLINE
Course length
Duration
Total hours
Credits
Language
Course type
Fee for single course
Fee for degree students
Skills you’ll learn
Overview
This practical, data-driven course explores the fast-evolving e-commerce landscape of Southeast Asia, with a particular focus on Thailand. Students will gain a clear understanding of how Southeast Asian platforms such as Shopee, Lazada and TikTok Shop operate differently from Western e-commerce models like Amazon or Shopify.
At the core of the course is hands-on training in data analytics. Students will learn how to clean raw data, generate performance reports, set key performance indicators (KPIs), and track the metrics that matter. In addition, the course covers how to conduct platform and market research to support strategic decision-making. Students will develop the skills to assess product–platform fit and analyse performance across digital channels.
Although the course centres on e-commerce, the skills taught—such as data interpretation, market analysis and KPI setting—are fundamental to many areas of modern marketing. This makes the course equally valuable for students pursuing broader careers in marketing, digital strategy or business development.
Learning highlights
- This course is designed to give students the strategic mindset and practical tools needed to operate in today’s data-driven marketing and business environment—whether they pursue a career in e-commerce or broader marketing roles.
- Students will gain hands-on experience using tools such as Excel, Google Analytics, and AI-powered platforms to clean, analyse, and interpret marketing and sales data. These skills will help them understand what drives performance in an online store, how to assess the impact of marketing campaigns, and how to make informed, data-based decisions for business growth. A central focus of the course is strategy. Students will not only work with real datasets but also learn how to think like business owners and marketers: making decisions about platform selection, pricing, advertising spend, and growth planning based on research and results.
- Importantly, the course will spotlight the structural and strategic differences between Western and Southeast Asian e-commerce ecosystems, enabling students to understand regional consumer behaviour, platform dynamics, and operational realities unique to Southeast Asia.
Course outline
15 classes
Introduction to Southeast Asian
E-Commerce Focus: Overview of platforms (Shopee, Lazada, TikTok Shop), market differences with the West.
E-Commerce Business Models
Marketplace vs D2C, digital infrastructure.
Consumer Behaviour & Buying Journey
Understanding SEA consumers, how platform design drives behaviour.
Overview of Data in E-Commerce
Types of data, intro to analytics tools (GA4, Meta Ads, Shopee Seller Center).
Platform Deep Dive
Comparing interfaces, features, and policies across local platforms.
Cleaning & Organising E-Commerce Data
Spreadsheet skills (Excel/Sheets), fixing raw data, preparing for reporting.
KPI Design & Dashboard Logic
Defining performance metrics (ROAS, CAC, CLV, etc.)
Tools in Action: Tracking Performance
Analyse performance and extract insights.
Data-Driven Marketing Campaign Evaluation
Using analytics to assess and optimise campaign performance.
KPI Report Building
Analyse performance and extract insights.
Market Research
Frameworks for platform fit, market trends, product/channel mapping.
Growth Planning Using Data
Using insights to plan pricing, media budget, and acquisition strategy.
Business Simulation: Strategy Building
Use research and data to develop an e-commerce strategy.
Presentation Prep & Coaching
Group refinement, instructor feedback, rehearsal.
Final Presentations & Course Evaluation
Student presentations, peer feedback, course reflections.
Course materials
Media
Prerequisites
Basic Excel skills, social media marketing campaign skills.
Methodology
Lectures to provide strategic context and introduce key frameworks In-class workshops and exercises focused on data handling, platform analysis, and decision-making Individual assignments to build independent skills in data analysis, reporting, and research.
Group assignments to encourage collaboration, critical thinking, and scenario-based problem-solving.
Guest presentations from professionals working in e-commerce, analytics, and platform strategy.
Grading
Kelly has worked for eight years in China where she has learned the ropes of e-commerce. Her main role in China was communicating with brands and helping them stand out in the crowded marketplaces.
She is a data analyst and e-commerce manager with over a decade of experience helping international companies grow their online presence. She specialises in building sustainable, data-driven strategies that empower businesses to scale with confidence.
See full profileApply for this course
E-commerce
by Kelly Hezemans
Total hours
45 Hours
Dates
Nov 10 - Nov 28, 2025
Fee for single course
€1500
Fee for degree students
€750
How to secure your spot
Complete the form below to kickstart your application
Schedule your Harbour.Space interview
If successful, get ready to join us on campus
FAQ
Will I receive a certificate after completion?
Yes. Upon completion of the course, you will receive a certificate signed by the director of the program your course belonged to.
Do I need a visa?
This depends on your case. Please check with the Spanish or Thai consulate in your country of residence about visa requirements. We will do our part to provide you with the necessary documents, such as the Certificate of Enrollment.
Can I get a discount?
Yes. The easiest way to enroll in a course at a discounted price is to register for multiple courses. Registering for multiple courses will reduce the cost per individual course. Please ask the Admissions Office for more information about the other kinds of discounts we offer and what you can do to receive one.