Course outline for
Digital Transformation: Communication and Sales Channels

Session One: Course Overview

Course Overview

Learning Objectives

Pre-Assignment

Pre-Course Assessment

Session Two: Communicating With Business Audiences

The Business Audience

Reaching Audiences Through Technology

Session Three: Customer Communication and Connection

Sticking With What Works

Session Four: Customer Experience

Defining Customer Experience

Transforming the Digital Customer Experience

The Digital Customer Value Proposition

Session Five: Customer Journey Mapping

Understanding the Customer Journey in the Digital Age

Building the Customer Journey

Session Six: Digital Marketing Overview

Defining Digital Marketing

Where to Start

Pre-Assignment Review

Measuring Outcomes

Session Seven: Social Media and Influencer Marketing

Staying on Top of Social Media Trends

Managing Online Reputation and Customer Feedback

The Power of Influencers

Content Marketing

Case Study: Dulux

Session Eight: Digital Sales

Transitioning to Digital Sales

The Role of The Salesperson

Choosing To Adapt

Session Nine: Overcoming Customer Challenges

Challenges to Consider

Personal Action Plan

Course Summary

Recommended Reading List

Post-Course Assessment

Pre- and Post-Course Assessment Answer Keys

Pre-Course Assessment

Post-Course Assessment

Assignment Answer Key

Session Seven: Social Media and Influencer Marketing