Unit 2: Using Digital Technologies for Sales and Marketing

 

 

What are the implications of the Internet use for a small firm?

How could young people adopt digital technologies to create and run sustainable enterprises?  

The scope of this course unit is to discuss digital entrepreneurship.

We will present cases of existing young entrepreneurs who exploited Internet technologies to build and operate today’s firms.

We will demonstrate the use of digital tools for sales and marketing in every-day business examples.

Emphasis will be given to free and open tools, content and data.

Meet the instructors

Welcome to "Using Digital Technologies for Sales and Marketing"!

We are the instructors for this unit:

Dr. Manolis M. Tzagarakis
Assistant professor
Department of Economics
University of Patras, Greece
URL: https://blogs.upatras.gr/tzagara/

 

Dr. Victoria Daskalou 
Special Teaching Staff
Department of Economics
University of Patras, Greece
URL: https://blogs.upatras.gr/daskalou/

 Olga Georgiadou

Mrs. Olga Georgiadou 
Computer and Informatics Engineer, M.Sc.
Media and Learning Center
University of Patras, Greece
URL: http://media.upatras.gr/

 

Mr. Aristidis Koutoulogenis
Materials Scientist
M.Sc. Audiovisual Arts in the Digital Age

Media and Learning Center
University of Patras, Greece
URL: http://media.upatras.gr/ 

 We hope that you will enjoy the journey in the digital universe!

Meet the entrepreneurs 

For this course unit, we have incorporated real stories from young entrepreneurs based in Greece. (You can wach the short videos below to get a feeling of their business before listening to their stories)

Clio Muse: Yannis Nikolopoulos (co-founder) Iamvi: Dimitris Tsalpatouros and Giorgos Papanikolaou (co-founders)
Telematica: Harry Voyiatzis (co-founder) TOBEA: Ignatios Fotiou (co-founder)

Objectives

At the end of this unit you, as a young entrepreneur, will be able to:

  • Understand what is digital entrepreneurship
  • Recognise how you can exploit digital technologies to build and operate your micro-firm
  • Use open and low-cost digital tools in simple business tasks
  • Adopt digital technologies for sales and marketing purposes

Introduction

This is a two-week (8 h) course-unit to help young people, who run or want to start a micro-business, to develop their understanding and skills in digital business with emphasis on digital technologies for marketing and sales.

This is accomplished with 4 thematic units: the fist unit discusses digital entrepreneurship and shows how business applications support company operation, the second demonstrates technologies for digital marketing, the third presents online sales, while the last unit offers a deeper understanding of using social media and other collaborative tools for business.

Existing young entrepreneurs present their experiences, the underlying concepts are explained in short lectures and the use of open-source or low cost digital tools is demonstrated in every-day business taks.

Thematic Unit 1: Digital Entrepreneurship and Business Applications (duration: 2,5 h)

Digital entrepreneurship: Opportunities and challenges

Understand what is digital entrepreneurship. Recognize opportunities and challenges in digital business.

Digital business models

Become aware of different digital business models with emphasis on innovation and disruption

Organize your firm with digital technologies

Get ideas for using business applications to organize small firms

Reflective Exercise 1: Implement simple business tasks with digital tools

Experience how business applications can assist you in simple business tasks (Optional)

Create a team for Reflection Exercise 1: Implement simple business tasks with digital tools
Teams should consist of max 3 members

Thematic Unit 2: Digital technologies for marketing (duration: 2 h)

Introduction to digital technologies for marketing

Understand the basics about digital marketing technologies

Digital marketing in practice: Google Adwords

Understand basic terms of online marketing and the way Google Adwords works

Reflective Exercise 2: Use online trend tools

Experience how online trend tools can help you with your digital marketing activities (Optional)

Create a team for Reflection Exercise 2: Use online trend tools
Teams should consist of max 3 members
A short guide to digital marketing for young entrepreneurs

You can access this optional reading material to get a short guide for your digital marketing activities

Resources for Digital Marketing

After working through this thematic unit, we hope that you're encouraged to get involved further in digital marketing. Here you can find a few recommended resources for additional reading. 

Thematic Unit 3: Online sales (duration: 1,5 h)

Online sales

Understand tools and HowTos for selling online

Reflective Exercise 3: Find online marketplaces related to your business

Experience how you can sell online through marketplaces and realize terms of use (Optional)

Resources for online sales

After working through this thematic unit, we hope that you're encouraged to get involved further in online sales. Here you can find a few recommended resources for additional reading.  

Thematic Unit 4: Social media and collaborative tools (duration: 2 h)

Social media for business
Learn ways and methods to use social media for business purposes
Resources for social media for business

This document contains resources to help you gain a deeper understanding of using social media in business.

Entrepreneurial stories.04b: Collaborative tools for business

Listen to young entrepreneurs explaining the advantages of using collaborative tools in business

Reflective exercise 4: What is your favourite tool for remote team collaboration?

Explore team collaboration tools and share experiences from their use (Optional)

 

Additional Reading

Managing the Digital Enterprise?

An open educational resource that surveys the opportunities and challenges managers face in an increasingly digital world.

By Dr. Michael Rappa,  Director and Distinguished University Professor, Institute for Advanced Analytics, North Carolina State University

eMarketing: The Essential Guide to Online Marketing

Open textbook by Rob Stokes, Quirk eMarketing, Publisher: Saylor Foundation, CC Attribution-NonCommercial-ShareAlike

This project has been funded with support from the European Commission. This publication reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein