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This course examines online customers and identifies how they differ to offline customers. It discusses the issues and concerns they have, as well as the motivators for going online. Finally, it explores ways in which customers go through the online buying process.
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| Duration |
2 - 4 hours |
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| Audience |
Those wishing to improve their eMarketing knowledge and skills. Especially beneficial for: marketing professionals with limited web experience; sales personnel; product development and business devlopment staff; web designers.
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| Prerequisites |
None |
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| Course aim |
To give the learner an overview of customer behaviour online – the fears and expectations, and the factors that influence a decision on whether to buy.
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| Learning objectives |
After taking this course, the student will be able to:
- Identify customer expectations and how to satisfy them
- Evaluate and manage the fears and phobias which hinder online transactions
- Identify the online buying process
- Recognise how visitors process information and how marketers can respond to this
- Understand online relationship marketing techniques to maintain customer relationships
- Assess the suitability of techniques used to foster online communities and how to build active/lively online communities
- Describe the profile characteristics of online customers both B2C and B2B
- Assess the process, techniques and measures used to research and assess online marketing effectiveness
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| Delivery method |
Online |
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