Advanced Selling and Marketing with Magento 2

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Target Audience

eCommerce managers, marketing staff, product managers/owners, SEO managers, Magento admins, customer service reps and fulfillment staff. This audience is responsible for creating, publishing, and managing effective marketing campaigns using native Magento features to grow their eCommerce business.


  • Managing Your Magento 2 Store course
  • Recommended: Magento 2 Certified Solution Specialist credential

Course Overview

After learning the basics of Magento to set up your eCommerce store, now you need to take the next step and take advantage of the power of Magento to grow your eCommerce business. Students will perform hands-on exercises based on real-world scenarios. At the end of the course, the student will have built an advanced marketing campaign and fulfillment chain on a Magento 2 Commerce platform.

This course is based on Magento Commerce 2.3.1.

NOTE: Magento 2 Commerce platform license required

Learning Objectives

After completing this course, the student will be able to:

  • Build an advanced marketing campaign
  • Build a fulfillment chain on a Magento 2 Commerce platform

Course Outline

Unit 1: Marketing
  • 1.1 Catalogs and taxonomy: Getting your navigation right
  • 1.2 Layered navigation
  • 1.3 Automatic catalogs with layered navigation
  • 1.4 Product attributes and customer attributes
  • 1.5 Designing attributes and attribute sets for optimized
    admin and marketing
  • 1.6 Getting the most out of customer segments
  • 1.7 Catalog rules and cart rules for marketing
  • 1.8 Creating an impactful targeted campaign using dynamic blocks
  • 1.9 Configuring Magento for Google Analytics
  • 1.10 Setting up Magento with a Google Ad campaign
  • 1.11 Using Magento Experience Manager for email campaigns

Unit 2: SEO
  • 2.1 Optimizing Magento SEO (Search Engine Optimization)
  • 2.2 Menu taxonomy
  • 2.3 Canonical content
  • 2.4 Metatags

Unit 3: Content
  • 3.1 Writing great product descriptions
  • 3.2 Using Page Builder
  • 3.3 Optimizing images with Adobe Photoshop
  • 3.4 Staging

Unit 4: Products
  • 4.1 Types of products and when to use them
Unit 5: Payments
  • 5.1 Instant Payment for increased conversion
  • 5.2 Payment types
  • 5.3 Setting up free shipping

Unit 6: Fulfillment
  • 6.1 Orders
  • 6.2 Invoicing
  • 6.3 RMA / returns
  • 6.4 Multi-source Inventory

Unit 7: Search
  • 7.1 Maximizing search

Unit 8: Customers
  • 8.1 Customer attributes
  • 8.2 Customer segments
  • 8.3 Guests vs. registered customers

Unit 9: Common Issues