At the completion of this course, students should be able to…

• Integrate classical and contemporary marketing theory and practice into the challenges and opportunities inherent in global and cross-cultural marketing
   

• Apply marketing strategies, practices and tools, including financial metrics, to the context of organizations and markets of various size, needs, desires and potential.
   

• Determine entry points, potential opportunities and pitfalls, and gauge ROI for markets for locations, cultures or markets different from their own.

The aim of this course is to reveal to the students the basic principles, specifics and tools of strategic marketing in the global market.

Students will learn about important marketing practices and methods of marketing research that will help them understand the global environment in a broader context. The topics discussed in the first part of the course are dedicated to the research of the international environment including the economic, demographic, technological, socio-cultural, ecological, political and legal factors.

Participants of the course will also obtain important and current information about the selection of target markets, positioning, segmentation and branding in the international environment, and will become familiar with its specifics. The marketing mix and communication mix in the global context are also included in this course.

The last part of the course is dedicated to the factors that influence decisions to enter international markets. Students will get the essential knowledge of the forms of entry to the markets that require minimal capital investments (licensing, franchising).

Upon completion of the course the students will have the essential knowledge of marketing in a global context and will be able to assess the strategic marketing questions from the global perspective stretching beyond the boundaries of a single country.

At the completion of this course, students should be able to…

• Know and value the potential of the Internet and electronic commerce as a favorable environment for business development, analyzing the implementation alternatives currently available.

• Be able to understand definitions, terminology and concepts applied to e-Commerce and e-business. Identify actors, roles and the relationships between them.

• Be able to understand the importance of technology in an Internet and electronic commerce strategy.

• Appreciate the possible synergies between the Internet as a medium and business in the real world, and as a medium for advertising communication, information and business.

• Recognize the necessary steps for the implementation of electronic commerce.

• Develop skills to plan, analyze, develop and collaborate in the management of digital businesses, taking into account the unique characteristics of the digital economy and networks. Apply business models to evaluate Web projects and e-Commerce sites.

• Be able to describe the different types of electronic commerce, valuing the items, profiles and associated business models. Analyze the desirable characteristics in all implementations of electronic commerce.

• Know and understand the changes that digitalization causes in consumption habits and how companies must respond with appropriate strategies to address these consumers who want to buy anytime, anywhere.

• Know and understand the main tools and tactics related to digital marketing and e-Commerce necessary to guarantee sustainable success.

• Be able to adopt a strategy, brand, product, distribution and price decisions in Internet business and e-Commerce situations, in order to identify the most appropriate form(s) of payment for each company. Know and understand how to design an e-Commerce action plan, centered in the consumer, developing strategies and actions for acquisition, conversion and loyalty.

• Understand how business strategies works on the Internet in general, and specially, in business-to-business (B2B) and business-to-consumer (B2C).

• Be able to determine the characteristics, potential and limitations of the use of a website and an online store.

• Know and apply the different approaches, standards, metrics and statistics in the evaluation and control of the performance of a website and the necessary adjustments and adaptations to be able to measure our electronic commerce.

• Be able to understand the use of the Internet as a resource to obtain customer-focused information. Explain how the Internet has affected and altered the balance of power within distribution channels.

• Be able to describe the variety of tactics that apply the Internet as a means of communicating with customers and measuring the online audience.

• Be able to discuss the importance of using online presence as a means to create better customer relationships and increase brand equity. Be able to know and explain the ethical and legal aspects associated with e-Commerce.

• Analyze and learn about the different social network sites that operate on the Internet, understand their characteristics and possible advantages that they can contribute to online marketing and e-Commerce. Know and apply the necessary technological and social measures to ensure the privacy, security and protection of personal and commercial data on the Internet.

• Know and apply the technological and social measures necessary to ensure cybersecurity and protection against cybercrime, current and foreseeable for the future.

• Analyze and anticipate changes in technological, economic and social trends that could affect electronic commerce and online business in the future.

• Identify the impact that the development of an e-Commerce model has for a company and thus be able to anticipate the changes, consequences and implications that this may generate in the future.

• BASICS AND DEFINITION: An introduction to the issues of presentation on the internet. The creation of a company on the internet, which will lead to formulating a company presentation and taking the first steps and making the initial analysis.
   
• THE WEBSITE: Web design, graphic design of presentation and its ergonomics.
   
• ONLINE MARKETING: Internet marketing strategy, its development and maintenance. Search engine optimization and search engine marketing.
   
• PRIVACY AND SECURITY ON THE INTERNET: Network security, cybersecurity, cybercrime, protection of personal and commercial data.
   
• THE FUTURE OF E-COMMERCE AND BUSINESS.

It would be foolish to ignore the lessons learned in the early period of e-Commerce. Like so many technology revolutions in the past, there was an explosion of entrepreneurial efforts, followed by consolidation. By 2005, the survivors of the early period were moving to establish profitable businesses while maintaining rapid growth in revenues. Since 2013, e-Commerce has entered a new period of explosive entrepreneurial activity focusing on social networks and the mobile digital platforms, smartphones and tablets.
 

These technologies and social behaviors are bringing about extraordinary changes to our personal lives, markets, industries, individual businesses, and society as a whole. Since 2019, due mainly to the COVID19 quarantine, the e-Commerce activity has exploded, creating a sustained increase in the market value of e-Commerce stocks, as the companies in that field are generating thousands of new jobs (and e-jobs) for young managers in all fields from marketing to management, entrepreneurial studies, and information systems. Today, e-Commerce has moved into the mainstream life of established businesses that have the market brands and financial muscle required for the long-term deployment of e-Commerce technologies and methods.
 

In this e-Commerce course, the participants will become familiar with the core principles of Internet, e-Commerce, e-business, online marketing as well as about the main technological and social changes that are taking place in today markets. We will develop the basic concepts of these disciplines, their main tools, strategies, resources and the various methods for creating, operating, measuring and managing e-business performance.

We will also include a review of the latest developments for the operation of e-Commerce platforms and businesses on the web with which we hope to achieve adequate training for our professionals who, increasingly, need to be linked to the world of electronic business, in a complex, changing and technological context.
 

This course progressively describes all of the elements of the value chain for e-business and e-commerce. A process-oriented approach is used to present the electronic transactions that occur between companies, consumers, and public administration. Along with the organization of digital products and services, special attention is paid to marketing, distribution, and customer relationship care.

Aditionaly, this new world of e-Commerce is introduced from a practical point of view, which can be very well used not only in corporate business management but also in management of entrepreneurial projects.

Upon completion of this course the students will have a comprehensive overview of the tools, methods and roles of the e-Commerce, virtual marketing and e-business, allowing them to understand how the Internet is being integrated as an effective tool for commerce and marketing in organizations, providing them with the development of skills that allow them to make critical decisions that make it possible to increase the benefits generated by an integrated e-Commerce marketing strategy for their business. They will master the tools of e-Commerce which will allow them to apply them in their professional practice.

At the completion of this course, students should be able to…

• Understand and apply the fundamentals of effective selling and account management in B2B environments
   
• Understand the value of selling solutions and analyze customer needs
   
• Improve specific selling skills required throughout the customer buying process
   
• Discover how to identify and analyze critical accounts in a business
   
• Provide dynamic ongoing customer care, communication, and support versus transactional thinking
   
• Develop and manage long-standing, lucrative customer relationships
   
• Define the business and organizational benefits and value of a key account management approach
   
• Develop selling strategies for key accounts and high-profile customers
   
• Develop a customer development strategy plan

Key Account Management (KAM) is a continuation of the natural development of marketing, market segmentation and change of corporate orientation from sales to marketing, and customer service.

Terms such as Key Customer Relationship Management (KCRM) and KAM are key to accessing key customers and refer to an evolving methodology of procedures aimed at creating long-term, mutually beneficial business relationships between the company and its customers.

The Key Account Management course introduces students to the way this approach is applied. The purpose is to understand the benefits of KAM for the company and its customers.

The aim of the subject is to get a comprehensive idea of ​​the reasons and the way of introducing KAM in the company. Students will understand what the need arises and what is the point of introducing and subsequently developing the relationship management with key customers and what changes this process raises.  

The aim of this course is to increase your chances of obtaining more sales and greater revenue success from your existing clients. You will learn about the reasons, benefits, and risks of applying the KAM issues to the corporate environment. To achieve the favourable outcomes, you will learn how to:

• introduce the KAM model into entrepreneurship or position KAM within a company
   
• conduct reasons, benefits, and risks of KAM
   
• introduce new and effective sales methods
   
• run a decision-making process within organizations and those of the key clients
   
• work with your portfolio/accounts, identify the right and key clients, build and develop relationships within the portfolio of important clients and create and maintain long-term partnerships with them
   
• implement the KAM competency model
   
• perceive product value by key clients
   
• address the changes in organizational purchasing behaviour
   
• manage communication and sales procedures
   
• constructively use your time and energy put into relevant activities
   
• communicate effectively with your clients
   
• plan with your accounts by working on your and their business goals
   
• proactively categorize and prioritize your accounts
   
• apply the 80/20 principle to the accounts
   
• support various options from the technical point of view
   
• ask for referrals to new leads

What qualifies as a practical training?

An internship or business practical experience typically qualify for such requirement.

Student may arrange such experience on their own, recent past experience may be eligible or LIGS may facilitate such possibility.