The SME on the Internet – Communication, sales, loyalty

• 1

• 4

  weeks

This course offers an overview of electronic marketing, addressing the study of technology and application of the Internet to the business environment, offering the necessary guidelines for carrying out the process of communication, purchasing, attraction and customer loyalty through telematic means. In this sense, some of the conceptual and strategic doubts that this type of technology can present for the organization and the user are cleared up, through a mixed approach that combines theory with practice.

• 1

• 4

  weeks

1. Internet. Basic concepts and (r)evolution
1.1. The Internet Revolution
1.2. Internet: Concept and basic aspects
1.2.1. Internet: The network of networks
The domain name system
1.2.2. Internet services
1.2.2.1. Email (email)
1.2.2.2. Newsgroups (Usenet)
1.2.2.3. File transfer (FTP: File Transfer Protocol)
1.2.2.4. world Wide Web
1.2.2.5. P2P (Peer to Peer)
1.2.2.6. Instant messaging
1.2.2.7. IP telephony

2. Internet and business
2.1. Introduction
2.2. Binomial Internet company
23. Internet as a business tool
2.3.1. Email
2.3.1.1. Advantages
2.3.1.2. Precautions when sending messages
2.3.1.3. Precautions when receiving messages
2.3.1.4. Tools
2.3.2. P2P
2.3.3. FTP
2.3.4. news groups
2.3.5. world Wide Web
2.3.6. Blogs
2.3.7. Intranet and Extranet
2.4. E-business
2.4.1. Levels in e-business implementation
2.4.1.1. Entrance
2.4.1.2. Consolidation
2.4.1.3. Innovation
2.4.2. Applications for the company
2.4.2.1. Operational applications
2.4.2.2. Tactical applications
2.4.2.3. Strategic applications
2.4.2.4. Integration applications
2.4.3. E-business and the value chain

3. E-commerce
3.1. General context
3.2. What is electronic commerce?
3.3. E-commerce categories
3.3.1. B2B: Business to Business
3.3.2. B2C: Business to Customer
3.3.3. C2C: Costumer to Costumer
3.3.4. C2B: Customer to Business
3.3.5. Public administrations
3.3.6. Worker
3.3.7. New relationships
3.4. M-commerce
3.4.1. Technological aspects
3.4.2. Advertising formats

4. Electronic commerce on the Internet
4.1. Electronic supply and demand
4.2. Advantages of electronic commerce on the Internet
4.2.1. Advantages for the company
4.2.1.1. Increased sales and competitiveness
4.2.1.2. Cost reduction
4.2.1.3. Improved communications
4.2.2. Advantages for the final consumer
4.3. Disadvantages of electronic commerce on the Internet
4.3.1. Disadvantages for the company
4.3.2. Disadvantages for the final consumer
4.4. E-commerce models
4.4.1. Presence or virtual showcase
4.4.2. Virtual commerce
4.4.3. Subscription
4.4.4. Membership
4.4.5. Mediator
4.4.6. Advertising
4.4.6.1. Portal
4.4.6.2. Attention/Incentive
4.4.6.3. Free model
4.4.6.4. Bargain/discount model
4.4.7. infomediary
4.4.8. Communities
4.5. E-commerce computer applications

5. Relevant aspects: Legislation and security
5.1. Legal aspects
5.1.1. Law on Information Society Services and Electronic Commerce
5.1.1.1. For companies that carry out electronic commerce
5.1.1.2. For companies that advertise electronically
5.1.1.3. For companies that provide other Information Society services
5.1.1.4. For Internet users
5.1.2. Other legislation
5.2. Payment methods
5.2.1. Traditional media
Payment gateways
5.2.2. Specific media
5.3. Security
5.3.1. Cryptography
5.3.1.1. Symmetric key
5.3.1.2. Asymmetric key
5.3.1.3. Public key encryption
5.3.2. Signature
5.3.3. Digital certificates
Root Certification Authorities
5.3.4. Security protocols
5.3.4.1. SSL (Secure Servers)
5.3.4.2. 3D Secure

6. Internet Marketing
6.1. The exchange relationship
6.2. Internet: The great market of the 21st century
6.2.1. The electronic consumer
Loyalty
Consumer profile
6.2.2. Purchase decision process
6.2.2.1. Recognition of the problem (or need)
6.2.2.2. Information search
6.2.2.3. Evaluation of alternatives
6.2.2.4. Purchase decision
6.2.2.5. Post-purchase feelings
6.2.3. Commercial investigation
6.3. Marketing mix
6.3.1. Product
6.3.2. Price
6.3.3. Distribution
Logistics
6.3.4. Communication
Search engine positioning
Internet communication tools
Advertising
6.3.5. New tendencies
6.3.5.1. Rumor management and viral marketing
6.3.5.2. Advergaming: Leisure and advertising
6.3.5.3. Advertising 2.0
6.4. Customer Relationship Management (CRM)
6.4.1. Types of CRM
6.4.2. Stages in CRM implementation
6.4.3. Problems in CRM implementation

7. Implementation of a commercial initiative through the Internet
7.1. Internet strategy
7.2. Definition of the company mission
7.3. Analysis of the situation
7.3.1. Analysis of the external environment: Opportunities and threats
7.3.2. Analysis of the internal environment
7.4. Definition of objectives
7.5. Action development
7.5.1. Domain name registration
7.5.2. Selecting your Internet Service Provider (ISP) and server location
7.5.3. Site creation
7.5.3.1. Analysis
7.5.3.2. Design
7.5.3.3. Testing, reviewing and correcting content
7.5.3.4. Web Tracking
7.5.4. Key factors for the success of a website
7.5.4.1. Communication
7.5.4.2. Capture
7.5.4.3. Content
7.5.4.4. Community
7.5.4.5. Credibility-Trust
7.5.4.6. Consumer Orientation
7.5.4.7. Trade
7.5.4.8. Shopping cart
7.6. Control

• 1

• 4

  weeks