In today’s fast-paced world, where digitalisation is transforming every aspect of life, the Course on the Fundamentals of Digital Marketing and Online Sales This presents a unique opportunity to delve into the dynamic world of digital marketing and sales. The rise of the e-commerce and the growing demand for professionals trained in digital marketing offers a vast range of career opportunities. This course will equip you with the tools you need to understand and apply concepts such as the marketing mix, SWOT analysis and digital marketing strategies, which are essential for standing out in the competitive digital landscape. You will learn to conceptualise the digital marketing, explore new forms of online marketing and understand how business models are evolving in the digital age. Our approach will enable you to redesign experiences the customer and develop effective omnichannel strategies. By choosing us, you’ll gain a comprehensive and up-to-date understanding of digital marketing – an essential skill in today’s job market.
Fundamentals of Digital Marketing and Online Sales
Digital Marketing
150 h
Introduction
Objectives
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Understanding the evolution of the marketing and its role in the economy.
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Analyse strategies marketing strategies using SWOT analysis.
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Explore the advantages y objectives in digital marketing.
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Identify the characteristics of the Internet for digital marketing.
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To investigate the integration the use of the Internet in marketing strategies.
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To explore new business models in the digital environment.
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Recognising the impact of omnichannel approaches to the customer experience.
Table of Contents
TEACHING UNIT 1. INTRODUCTION TO MARKETING
1. The evolution of the concept and content of marketing: exchange as a criterion for defining the scope of marketing
2. The role of marketing in the economic system
3. Strategic marketing management and types of marketing
4. Marketing mix
5. Drawing up the marketing plan
6. SWOT analysis and marketing strategies
TEACHING UNIT 2. UNDERSTANDING DIGITAL MARKETING
1. Introduction
2. The Concept of Digital Marketing
3. Functions and objectives of digital marketing
4. Benefits of Digital Marketing
5. Characteristics of the Internet as a digital marketing medium
TEACHING UNIT 3. FORMS OF INTERNET MARKETING
1. The F’s of Online Marketing
2. Forms of Online Marketing
3. Marketing as a philosophy or corporate culture
TEACHING UNIT 4. MARKET RESEARCH IN DIGITAL MARKETING
1. Digital marketing vs traditional marketing
2. Market research in digital marketing
3. Integrating the Internet into the Marketing Strategy
4. Digital marketing strategy
5. Strategic Internet marketing
TEACHING UNIT 5. THE NEW DIGITAL ECOSYSTEM
1. Community Manager
2. Chief Data Officer
3. Data Protection Officer
4. Data Scientist
5. Other profiles
6. Development of IT skills
7. The CEO’s Role as a Leader in Transformation
TEACHING UNIT 6. NEW BUSINESS MODELS IN THE DIGITAL ENVIRONMENT
1. The digital transition of the traditional business model
2. New business models
3. Freemium
4. The Long Tail Model
5. Cloud and SaaS Model
6. Subscription Model
7. Dropshipping
8. Membership
9. Product Information and E-Learning
10. Other
TEACHING UNIT 7. THE NEW DIGITAL CUSTOMER
1. Redesigning the customer experience
2. The transformation of distribution channels: omnichannel retailing
3. Digital marketing plan
4. The Buyer’s Journey
5. Growth Hacking: a growth strategy
6. The new role of marketing in the conversion funnel
TEACHING UNIT 8. INTRODUCTION TO OMNICHANNEL RETAIL
1. Understanding the new e-consumers
2. Definition and differences between multi-channel and omni-channel approaches
3. An omnichannel strategy to exceed consumer expectations
4. Advantages vs disadvantages
5. What, how and to whom can we sell?
6. Omnichannel Strategies and E-commerce
7. Challenges facing online and offline businesses