Course Outline

Introduction

Sales and Marketing Fundamentals

  • Fundamentals of selling
  • What is cross-selling?
  • What is upselling?
  • Overview of sales marketing

Selling Techniques and Strategies

  • Cross-selling and upselling strategies
  • Creating a cross-sell grid
  • Product models
  • Markov chain
  • Cluster and marketing basket analysis
  • Cross-selling and upselling techniques

E-commerce Marketing

  • In-app cross-selling and upselling
  • Email marketing
  • Visual commerce
  • E-commerce conversion audit

Database Marketing

  • Database marketing vs. relationship marketing
  • Competitive advantage
  • Information and knowledge management
  • Database marketing tools and best practices

Customer Relationship and Lifetime Value

  • Customer perceived value and value analysis
  • Value proposition development
  • Marketing funnel
  • Building customer loyalty
  • Product profitability analysis
  • Customer lifetime value
  • Managing churn
  • Loyalty program development

Marketing Research

  • Types of research process and methods
  • Different marketing research sources
  • Sales information system and marketing intelligence system
  • Marketing communications, promotions, and events
  • Managing digital communications

Summary and Next Steps

Requirements

  • Basic knowledge of sales and marketing

Audience

  • Marketing professionals
  • Entrepreneurs
  21 Hours
 

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