This course will take students through the evolution of eCommerce and digital marketing, from its beginnings in simple transactions to the larger role it plays today in customer relationship management (CRM) and omni-channel retail marketing ("commerce anywhere”). With the high costs of customer acquisition, maintaining a relationship with those customers to maximize customer lifetime value is more critical than ever. In this course, students will learn how to drive consumer brand discovery and more fully engage their customers, create more sales by converting prospects into customers, and build an online customer user experience that they've come to enjoy with their own favorite online retailers. Students will also learn how to develop digital strategies, tactics, and budgets by utilizing the latest digital marketing tools to drive profitable wine sales. Participants will explore opportunities and challenges associated with eCommerce and digital marketing, and the methodology required to promote customer discovery, engagement, acquisition, and loyalty.
The course will cover best practices in the drivers of eCommerce including data collection, email marketing, mobile, digital and social marketing, loyalty and retention marketing, CRM, and other related applications. This level includes an overview of eCommerce issues as they pertain to direct-to-consumer and government oversight/compliance, web design, and winery management software.