Digital Marketing, E-Commerce, and CRM Operations

- Overview of digital marketing, e-commerce, and Customer Relationship Management (CRM) in modern business operations.
- The digital customer journey: awareness, consideration, conversion, loyalty, advocacy, and retention.
- Main digital channels: websites, search engines, social media, email, marketplaces, mobile, and messaging platforms.
- How digital marketing, e-commerce, and CRM support sales growth, customer value, and operational efficiency.
- Digital business models: direct-to-consumer, B2B, B2C, marketplaces, subscriptions, and omnichannel commerce.
- Operational KPIs: traffic, reach, engagement, leads, conversion rate, customer acquisition cost, retention, and lifetime value.
- Ethical, legal, and professional responsibilities in customer data, digital communication, and online selling.
- Mini case study: mapping a company's digital ecosystem and identifying improvement opportunities.

- Digital market research methods: competitor analysis, customer interviews, surveys, social listening, and web analytics.
- Customer segmentation, buyer personas, customer needs, pain points, motivations, and decision-making behavior.
- Value proposition design for digital products, services, and online customer experiences.
- Setting SMART digital marketing and e-commerce objectives linked to business goals.
- Digital strategy planning: target audience, positioning, channel mix, content direction, budget, and KPIs.
- Customer journey mapping and identification of friction points across online and offline touchpoints.
- Benchmarking competitors' websites, social media presence, offers, content, customer reviews, and CRM practices.
Workshop: preparing a digital strategy brief for a real or simulated business.

- Brand identity in digital environments: tone of voice, visual consistency, trust, promise, and customer perception.
- Content marketing principles: educational, inspirational, promotional, community-building, and conversion-focused content.
- Digital storytelling for products, services, social impact, customer success, and brand differentiation.
- Content planning: calendars, themes, formats, publishing rhythm, audience needs, and channel adaptation.
- Copywriting for websites, product pages, ads, social posts, email campaigns, and landing pages.
- Visual and video content basics: short-form video, product demonstrations, testimonials, reels, and live sessions.
- Measuring content performance through reach, engagement, click-through rate, leads, sales, and audience feedback.
- Practical task: creating a one-month content plan aligned with a brand and customer journey.

- Website structure, landing pages, navigation, calls to action, credibility signals, and conversion paths.
- Search Engine Optimization (SEO): keywords, search intent, on-page SEO, technical SEO, and content optimization.
- Website analytics: traffic sources, sessions, users, bounce rate, engagement, conversion events, and funnels.
- User Experience (UX) principles: simplicity, accessibility, mobile responsiveness, speed, clarity, and trust.
- Landing page optimization for lead generation, online sales, registrations, and campaign conversion.
- A/B testing, heatmaps, user feedback, and continuous improvement of digital experiences.
- Local SEO, Google Business Profile, online reviews, and reputation visibility for service businesses.
- Workshop: auditing a website or landing page and recommending improvements.

- Role of social media in awareness, trust-building, lead generation, customer support, and brand loyalty.
- Platform strategies for Facebook, Instagram, TikTok, LinkedIn, YouTube, X, WhatsApp, and emerging channels.
- Organic social media planning: posts, stories, reels, live sessions, groups, hashtags, and engagement routines.
- Community management: responding to comments, messages, reviews, complaints, and customer questions professionally.
- Influencer marketing, partnerships, user-generated content, and brand ambassador programs.
- Social media crisis management, negative feedback handling, escalation rules, and brand protection.
- Measuring social media performance: reach, engagement, shares, saves, traffic, leads, sentiment, and conversions.
- Practical task: designing a social media calendar and community response guide.

- Paid media ecosystem: search ads, social ads, display ads, video ads, retargeting, and marketplace ads.
- Campaign structure: objectives, audiences, creatives, placements, budgets, bids, and conversion tracking.
- Google Ads and Meta Ads fundamentals: search intent, targeting, ad groups, keywords, copy, and creative testing.
- Campaign funnel design: awareness, traffic, lead generation, sales conversion, remarketing, and loyalty campaigns.
- Budget planning, media buying basics, cost control, return on ad spend, and campaign profitability.
- Performance optimization: A/B testing, audience refinement, creative rotation, landing page improvement, and reporting.
- Attribution challenges, cookie changes, privacy restrictions, and realistic campaign evaluation.
- Workshop: building a paid campaign plan with objectives, audience, creatives, budget, KPIs, and optimization actions.

- E-commerce platforms and marketplaces: Shopify, WooCommerce, Amazon, Etsy, local marketplaces, and custom stores.
- Product catalog operations: categories, product titles, descriptions, images, specifications, variants, and inventory visibility.
- Pricing, offers, bundles, discounts, coupons, upselling, cross-selling, and promotion planning.
- Shopping cart, checkout, payment gateways, shipping options, order confirmation, and customer notifications.
- Conversion Rate Optimization (CRO): trust badges, reviews, scarcity, guarantees, product pages, and checkout simplification.
- E-commerce operations: order management, fulfillment, returns, refunds, customer service, and post-purchase follow-up.
- Marketplace performance: product ranking, reviews, seller ratings, sponsored products, and customer satisfaction metrics.
- Practical task: designing an e-commerce improvement plan for a product line or online store.

- CRM fundamentals: contacts, leads, accounts, opportunities, pipelines, customer records, and activity history.
- CRM systems and tools: HubSpot, Salesforce, Zoho, Microsoft Dynamics, Mailchimp, and similar platforms.
- Lead capture, lead scoring, qualification, segmentation, assignment, follow-up workflows, and sales handover.
- Email marketing operations: lists, consent, templates, subject lines, personalization, automation, and performance tracking.
- Customer lifecycle campaigns: onboarding, nurturing, reactivation, loyalty, referral, renewal, and win-back campaigns.
- Service CRM: support tickets, response time, customer satisfaction, knowledge bases, and complaint resolution.
- CRM data quality: duplicate records, incomplete profiles, tagging, permission management, and data hygiene routines.
- Workshop: building a CRM workflow and automation map for a complete customer journey.

- Digital analytics tools: Google Analytics, Search Console, ad dashboards, CRM reports, e-commerce reports, and social insights.
- Interpreting key metrics: acquisition, engagement, conversion, revenue, retention, churn, customer value, and campaign ROI.
- Building dashboards for digital marketing, e-commerce, CRM, customer service, and management reporting.
- AI tools for content ideas, keyword research, segmentation, ad copy, customer support, personalization, and reporting support.
- Prompt engineering for responsible digital marketing tasks, campaign analysis, CRM communication, and content drafting.
- Data-driven experimentation: test design, success criteria, campaign learning agenda, and continuous improvement.
- Responsible AI and data use: bias, transparency, confidentiality, privacy, copyright, and human verification.
- Practical task: creating a performance report with insights, decisions, and next-step recommendations.

- Digital sales operations: lead management, pipeline coordination, sales enablement, scripts, proposals, and follow-up systems.
- Integrating digital marketing, e-commerce, CRM, customer service, and sales teams for an omnichannel experience.
- Customer retention operations: loyalty programs, personalization, feedback loops, customer success, and advocacy.
- Legal and compliance basics: consent, email regulations, privacy, customer data protection, accessibility, and online advertising rules.
- Budgeting and resource planning for digital campaigns, e-commerce operations, CRM systems, and outsourced services.
- Digital transformation and change management: staff training, adoption, documentation, and standard operating procedures.
- Capstone integration: strategy, channels, e-commerce operations, CRM workflows, dashboards, AI support, and implementation plan.
- Preparation and presentation of the final digital marketing, e-commerce, and CRM operations project.