Digital marketing and E-commerce

1.1 Understanding the impact of exponential technologies on society and the economy
1.2 What is digital transformation
1.3 Terms to know before talking about digital transformation
1.4 The numbers of digital transformation in the world
1.5 Case studies of successful digital transformations
1.6 McKinsey's 7s model in digital transformation
1.7 The role of human resources in digital transformation
1.8 Digital change management in digital transformation projects
1.9 Impacts on the company during digital transformation projects
1.10 How to manage a digital transformation project
1.11 Digital transformation in the years 2020-2021 and projections for the future
Test Digital Transformation & ICT Mangement

2.1 The Basics of Marketing Theory
2.1.1 Origin, definition and levers of marketing
2.1.2 The pre- and post-internet scenario
2.1.3 Impacts of the Internet on Mktg and Sales figures.
2.1.3 Impact of Internet on Mktg _ Sales figures.
2.1.4 Digital Transformation and Darwin's Law 2.0
Test 2.1 The Basics of Marketing Theory

2.2 The importance of digital marketing
2.2.1 Digital marketing benefits
2.2.2 Digital Marketing Tools
Test 2.2 The importance of digital marketing

2.3 MarTech: Technologies and Big Data for the New Era of Marketing
2.3.1 Technology and its directions.
2.3.2 How Marketing is Evolving
2.3.3 Technology Trends in Marketing
2.3.4 The Martech ecosystem
2.3.5 MarTech stack step-by-step
2.3.6 MarTech stack case study
Test 2.3 MarTech

2.4 Website
2.4.1 Product design and UX-UI methods [part 1].
2.4.1 Product design and UX-UI methods [part 2].
2.4.2 Branding strategy [part 1]
2.4.2 Branding strategy [part 2]
Test 2.4 Website

2.5 Content marketing, storytelling and editorial plan
2.5.1 Content Marketing
2.5.2 The pillars of content marketing
2.5.3 Storytelling
2.5.4 Brand Storytelling
Test 2.5 - Storytelling
2.5.5 Editorial plan
2.5.6 Tailored Content
2.5.7 Beyond Content: Conversational Marketing
Test 2.5 Conversational Marketing

2.6 Inbound and Outbound Marketing
2.6.1 Inbound and Outbound Marketing - Lesson 1
2.6.2 Inbound and Outbound Marketing - Lesson 2
2.6.3 Inbound and Outbound Marketing - Lesson 3
2.6.4 Inbound and Outbound Marketing - Lesson 4
2.6.5 Inbound and Outbound Marketing - Lesson 5
2.6.6 Inbound and Outbound Marketing - Lesson 6
2.6.7 Inbound and Outbound Marketing - Lesson 7
2.6.8 Inbound and Outbound Marketing - Lesson 8
2.6.9 Inbound and Outbound Marketing - Lesson 9

2.7 Innovative Product Launch
2.7.1 Innovative Product Launch - Lesson 10
2.7.2 Innovative Product Launch - Lesson 11
2.7.3 Innovative Product Launch - Lesson 12
2.7.4 Innovative Product Launch - Lesson 13
2.7.5 Innovative Product Launch - Lesson 14
2.7.6 Innovative Product Launch - Lesson 15

2.8. Marketing Automation and Lead Generation.
2.8.1 Customer Journey
2.8.2 The marketing funnel
2.8.3 Post-purchase and repurchase
2.8.4 How to define a Marketing and Automation strategy.
2.8.5 Digital body language
2.8.6 Marketing Automation for E-commerce
2.8.7 Customer Data Platform and Lead Management + Automation Rules and Workflow
2.8.8 Lead Generation
2.8.9 Qualifying Leads
2.8.10 Email Marketing DEM and Dynamic Content
2.8.11 Mobile Marketing
2.8.12 Multi Channel Marketing
Test 2.8 Digital marketing] Marketing Automation and Lead Generation

2.9 Loyalty & Engagement
2.9.1 Difference between Engagement and Loyalty
2.9.2 Consumers' emotional reactions and perceptions of product value
2.9.3 Convergence between Digital world and L&E area
2.9.4 - How to enhance L&E in an Omnichannel project.
2.9.5 - how to enhance an e-commerce customer relationship through L&E
Test 2.9 Loyalty & Engagement

2.10 Privacy
2.10.1 The GDPR
2.10.2 Profiling
2.10.3 DPIA
2.10.4 The DPO
2.10.5 E-Mail Marketing
2.10.6 Cookies
Test 2.10 Privacy

2.11 Consumer Experience
2.11.1 Consumer Experience - Lesson 1
2.11.2 Consumer Experience - Lesson 2
2.11.3 Consumer Experience - Lesson 3

3.1. Data sources: clickstream data, online surveys, usability research
3.1.1 The clickstream data
3.1.2 Online surveys
3.1.3 The User Experience
3.1.4 Usability testing
Test 3.1 Data sources: clickstream data, online surveys, usability research

3.2 E-commerce metrics.
3.2.1 Metrics and KPIs for e-commerce
3.2.2 The relationship between LTV and CAC
3.2.3 CR Conversion Rate
3.2.4 The metrics of email marketing
3.2.5 The data-driven decision-making cycle
3.2.5.1 The data-driven decision-making cycle - part 1
3.2.5.2 The data-driven decision-making cycle - part 2
3.2.6 The definition of the Objectives
3.2.7 Focus on metrics
3.2.7.1 Focus on metrics - part 1
3.2.7.2 Focus on metrics - part 2
3.2.8 How to analyze the data
3.2.8.1 How to analyze data - part 1
3.2.8.2 How to analyze data - part 1
3.2.9 Google Analytics
3.2.10 Google Tag Manager
3.2.11 Performance Marketing
Test 3.2 [Web Analytics] The metrics of an E-commerce

3.3 Turn metrics into actionable insights_ monitoring, trend analysis, dashboards, segmentation
3.3.1 Turning metrics into actionable insights_ monitoring, trend analysis, dashboards, segmentation - part 1
3.3.2 Turning metrics into actionable insights_ monitoring, trend analysis, dashboards, segmentation - part 1

3.4 Navigation analysis
3.4.1 Google Analytics funnel reports
3.4.2 Heat maps
Test 3.4 Navigation Analysis

3.5 Experimentation - A-B and multivariate tests
3.5 Experimentation
3.5 A-B and multivariate tests.
Test 3.5 [Web Analytics] Experimentation - A-B and multivariate tests.

3.6 Current trends and challenges_ data collection and analysis for developing omnichannel marketing strategies
3.6.1 Current omnichannel trends and challenges - Lesson 1
3.6.2 Current omnichannel trends and challenges - Lesson 2
3.6.3 Current omnichannel trends and challenges - Lesson 3
3.6.4 Current omnichannel trends and challenges - Lesson 4

3.7 SEO
3.7.1 Search analytics - search engine marketing measurement - measurement and optimization of SEO and PPC efforts
3.7.2 Set up your Google organic feed
3.7.2 The Search Intent
3.7.2.1 The Search Intent
3.7.2.2 Search intent tools
3.7.3. Technical SEO for E-commerce
3.7.3.1 The on-site factors first part.
3.7.3.2 The on-site factors second part.
3.7.3.3 The on-site factors third party
3.7.4. Content Promotion
3.7.4.1 The off-site factors
3.7.4.2 SEO Local
3.7.4.3 SEO for Amazon
Test 3.7 SEO

3.8 Product pages built to convert customers
3.8.1 Product pages built to convert customers - Part 1
3.8.2 Product pages built to convert customers - Part 1
Test 3.8 Product pages built to convert customers

3.9 How to create content pages to support e-commerce
3.9.1 How to create content pages to support E-commerce - Part 1
3.9.2 How to create content pages to support E-commerce - Part 2
Test 3.9 How to create content pages to support E-commerce

3.10 Resources and Content Examples
3.10.1 Resources and Content Examples - Part 1
3.10.2 Resources and Content Examples - Part 2
Test 3.10 Resources and content examples

4.1 Data science
4.1.1 Data science - Part 1
4.1.2 Data science - Part 2
4.1.3 Data science - Part 3
4.1.4 Data science - Part 4

4.2 Data science and application areas
4.2.1 Data science and application areas - Part 1
4.2.2 Data science and application areas - Part 2
4.2.3 Data science and application areas - Part 3
4.2.4 Data science and application areas - Part 4
4.2.5 Data science and application areas - Part 5
4.2.6 Data science and application areas - Part 6
4.2.7 Data science and application areas - Part 7
4.2.8 Data science and application areas - Part 8

4.3 Management and Application
4.3.1 Management and implementation - Part 1
4.3.2 Management and implementation - Part 2
4.3.3 Management and enforcement - Part 3
4.3.4 Management and enforcement - Part 4

4.4 Future developments
4.4.1 Future developments - Part 1
4.4.2 Future developments - Part 2

5.1. E-commerce Models and Marketing Types.
5.1.1. Introduction
5.1.2 E-commerce Models and Marketing Types - Part 1
5.1.3 E-commerce Models and Marketing Types - Part 2
Test 5.1 E-commerce Models and Marketing Types.
5.1.4. Machine Learning - Part 1
5.1.5. Machine Learning - Part 2
Test 5.1 Machine Learning

5.2 Online user behavior
5.2.1 Competitive analysis
5.2.2 Electronic consumer behavior
5.2.3 Advertising traffic and platforms
5.2.4 Sales prices, pricing strategies and discounts
Test 5.2 Online user behavior

5.3 The basics of data analysis
5.3.1 The basics of data analysis
5.3.2 KPIs, Levers and Dimensions of Interest.
5.3.3 AOV
5.3.4 Urgency and scarcity
Test 5.3 E-commerce: The basics of data analysis

5.4 - Content Marketing for eCommerce
5.4.1 Content for eCommerce (part 1)
5.4.2 Content for eCommerce (part 2)
5.4.3 Product Sheets
5.4.4 Email Marketing
5.4.5 Email Marketing Automation
5.4.6 Chatbots and Voice Bots for eCommerce
Test 5.4 Content for eCommerce

5.5 - Conversions and specific activities
5.5.1 Task to increase conversions
5.5.2 Up-sell and cross-sell activities
5.5.3 Exit Intent
5.5.4 Dynamic content for e-commerce
5.5.5 How to apply an A_B Test
5.5.6 The RFM Matrix
5.5.6 RFM Matrix
Test 5.5 Conversions: Specific tasks

5.6 Abandoned cart: Final questions for each macro topic
5.6.1 E-commerce: Wishlist and abandoned shopping cart
5.6.2 Standard approach to abandoned trolley recovery
5.6.3 Strategy aimed at recovering the abandoned trolley
5.6.4 Contents and tools
5.7 Customer Care
5.7.1 Importance of Customer Care
5.7.2 Importance of customer reviews
5.7.3 Live Chat for Customer Support
5.7.4 Set up a Live Chat on Platform
Test 5.7 Customer Care

5.8 User Experience
5.8.1 User Experience
5.8.2 Legal and Tax Aspects
5.8.3. Online payments and cash on delivery
5.8.4. Right of Withdrawal, Returns, Warranties
Test 5.8 Right of Withdrawal: Payments

5.9 Logistics and Couriers
5.9 - Logistics and Couriers - Final questions for each macro topic.
5.9.1 Logistics and Couriers_lesson 1
5.9.2 Logistics and Couriers_lesson 2
5.9.3 Logistics and Couriers_lesson 3
5.9.4 Logistics and Couriers_lesson 4
Test 5.9 Logistics and Couriers - Final questions for each macro topic

5.10 Building an E Commerce Site
5.10.1 Introduction
5.10.2 E-Commerce Solutions Overview
5.10.3 WooCommerce. interface.
5.10.4 WooCommerce Installation
5.10.5 WooCommerce Interface
5.10.6.1 Let's discover the products
5.10.6.2 Let's discover the products
5.10.6.3 Let's discover the products
5.10.6.4 Let's discover the products
5.10.6.5 Let's discover the products
5.10.6.6 Let's discover the products
5.10.7.1 WooCommerce Settings
5.10.7.2 WooCommerce Settings
5.10.7.3 WooCommerce Settings
5.10.8 E-Commerce Simulation
5.10.9 Advanced solutions por WooCommerce
5.10.10 WooCommerce Plugins
5.10.11 Orders and Customers
5.10.12.1 Analysis and metrics
5.10.12.2 Analysis and metrics
5.10.13 Coupon Management
5.10.14 Introduction to WordPress
5.10.15 The Graphic Themes
5.10.16.1 Not just WooCommerce. Let's discover Shopify
5.10.16.2 Not just WooCommerce. Let's discover Shopify
5.10.16.3 Not just WooCommerce. Let's discover Shopify
FINAL TEST.5.10

6.1 Intro.
6.2 Digital Economy and Digital Business
6.3 Idea generation
6.4 Competitor Research
6.5 Target Market Research

6.6 Value Proposition Canvas
6.6.1 Value Proposition Canvas Examples.
6.6.1Examples of Value Proposition Canvas
6.7.1 Examples of Business Model Canvas
6.7.2 Business Model Canvas - part 1
6.7.2 Business Model Canvas - part 1
6.7.3 Business Model Canvas - Part 2
6.8.1 Business Plan (for e-commerce) - part 1
6.8.2 Business Plan (for e-commerce) - part 2
6.9 How to raise the first funds
6.10 Validate your product
6.11 Grow your product
6.12.1 Building an E-commerce: the step-by-step guide - part 1
6.12.2 Building an E-commerce: the step-by-step guide - part 2
6.13 The best e-commerce companies to take a cue from
FINAL TEST.

7.1 Introduction to social
7.2 Social Media and Use Cases.
7.2.1 Social Media and Use Cases - Lesson 22
7.2.2 Social Media and Use Cases - Lesson 23
7.2.3 Social Media and Use Cases - Lesson 24
7.2.4 Social Media and Use Cases - Lesson 25
7.2.5 Social Media and Use Cases - Lesson 26

7.3 - Social media
7.3.1 Social media - Lesson 27
7.3.2 Social media - Lesson 28
7.3.3 Social media - Lesson 29
7.3.4 Social media - Lesson 30

7.4 - Social Media Marketing by Business Type.
7.4.1 Social Media Marketing by Business Type - Lesson 31
7.4.2 Social Media Marketing by Business Type - Lesson 32
7.4.3 Social Media Marketing by Business Type - Lesson 33
7.4.4 Social Media Marketing by Business Type - Lesson 34

7.5 Buyer Personas and consumer segmentation
7.5.2 Qualification
7.5.1 Buyer Personas
7.5.2 Qualification
7.5.3 Segmentation
7.5.4 Social Media and Profiling
TEST 7.5. Buyer Personas and consumer segmentation

7.6 Social media content marketing strategies, company use cases and successful campaigns
7.6.1 What is Social Media Marketing
7.6.2 The levers of social media and social proof
7.6.3 Social media marketing campaign
7.6.4 New trends to watch out for
7.6.4 Social media trends to watch out for
TEST 7.6 Social Media Marketing

7.7 Social Listening: analyzing the behavior of our users in social networks
TEST 7.7 Social Listening

7.8 Research and marketing plan
7.8.1 Research and marketing plan - Lesson 35
7.8.2 Research and marketing plan - Lesson 36

7.9 Relationship building
7.9.1 Relationship building - Lesson 38
7.9.2 Relationship building - Lesson 39
7.9.3 Relationship building - Lesson 40

7.10 Metrics and KPIs
7.10.1 Metrics and KPIs - Lesson 41
7.10.2 Metrics and KPIs - Lesson 42

7.11 Social media analysis
7.11.1 Social media analysis - Lesson 43
7.11.2 Social media analysis - Lesson 44

7.12. Chat Bot and social network related automation
7.12.1 - Chatbots what they are and what they are for
7.12.2 - The characteristics of a multichannel chatbot
7.12.3 - How social supports Marketing Automation
Test 7.12 - Social management, online community, chatbot, social network related automation

7.14 Community management: podcast and telegram
7.14.1 Community management podcast pt1
7.14.2. Community management podcast pt2
7.14.3 Community management podcast pt3
7.14.4 Community management podcast pt4
7.14.5. Community management podcast pt5
7.14.6 Telegram
Test 7.14 Social media and online community management,Community management: podcast and telegram

8.1 The evolution of the digital economy
8.2 How Europe is meeting the challenges arising from the digital economy
8.3 History and impacts of information and communication technologies
8.4 Business models in e-commerce
8.5 Organizational and managerial challenges in the field of e-commerce
8.6 Payment methods used in e-commerce and main solutions available
8.7 How to accept cryptocurrency payment methods
8.8 Main regulations and related requirements in the field of e-commerce
8.9 The main services and software available on the market for e-commerce
Test 8 - Ecommerce and Digital Economy.