Work-based-learning in a digital age
promoting digital competences for better employability and innovation
ERASMUS+ 2017-1-DE02-KA202-004185


 
 

 

 

Basics for digital competences development in commercial SMEs

 

The goal of this module is to develop understanding on how digitalization has changed customer behaviour and how companies could better respond to these changes.
This module helps to approach digital marketing and introduces various different tools which SMEs can use to develop their business.

 

Units of learning outcome

 

Digital Marketing

Digital marketing is part of everyday business. Whether marketing is about getting new customers, staying in touch with existing customers or managing the customer base, all these areas are increasingly digital.

This module focuses on the need of developing digital marketing, different approaches to connecting with customers and options of digital marketing channels. It familiarizes SMEs with the key elements of digital marketing and introduces useful tools for development of companies marketing efforts.

 

This Prezi presentation
is an introduction to digital marketing:

Understanding in the Digital Age

Digitalization helps to build up customer profile, choose our marketing channels, create content and visualize the customer journey. Growing customer understanding leads SMEs to choose the right channels and tailor their message to better serve their customers.

 

This Prezi presentation offers insight and ideas
on how to develop customer understanding in digital age:

 

Further reading and links

 

Managing Customer Data

Digitalization opens up new possibilities for managing and utilizing customer data. This module offers brief introduction into customer data and some practices on how to manage it. Deeper and more detailed customer information enables SMEs to better target their marketing efforts and to increase return on their marketing investment.

 

Here’s Prezi microlecture on Managing customer data:

 

Further reading and links

Workbased Learning in a digital age and companies role

Assessing digital competences

How to improve digital competences

Digital Competence Framework for citizens

Digital competences in the sector of tourism

Digital competences in the sector of commerce

Get it on

This scenario video shows how a Kinect for Windows-enabled digital sign application makes it easy for shoppers to engage with products,
try them on, and purchase while also using social media for additional marketing reach.

 


Retail & Tourism goes Digital