Digital Sales

In this week, participants will meet the professor and become familiarized with the main objectives of the program, the program structure, and the assignments they will be working on during the rest of the program. A welcome networking session will be hosted, giving participants the opportunity to forge meaningful connections with their peers.

This week, we will get started with the exploration of the digital sales landscape. After this initial approach, we address the evolution of digital sales to come up with a definition before jumping into the drivers of purchasers, understanding purchaser as an umbrella concept for B2C, B2B and B2G.

After completing this week, participants will be able to: 

• Explain the origin of digital sales
• Discuss the concept of digital sales
• Outline main drivers of purchaser behavior shaping digital sales 

During week two of the program, a live session with the program Learning Facilitator will be hosted, an opportunity to connect with an industry expert who will be guiding you through your learning journey. 

This week we’ll look at the pivotal role of the customer journey and the value of a well-crafted customer experience in enhancing customer loyalty and driving sales. We will focus on marketing tactics and an overview of distribution channels, where you'll learn the fundamental tactics used in the digital age and gain insights into the distribution channels that form the backbone of modern commerce. We´ll move  into the realm of channel structure and  outline how digital sales fit into this structure ,and we´ll discuss how the various sales organization designs - from geographically deployed to hybrid structures – can adapt to the digital landscape.

After this week, participants will be able to:

• Explain the connection between marketing strategies and marketing tactics
• Discuss the pros and cons of  intermediaries of distribution channels
• Analyze the implications of hybrid sales channels

During week three of the program, an interactive live session with the program faculty will be hosted, giving participants the opportunity to engage directly with the creator of the program, dive deeper into concepts seen in the learning materials, and discuss practical applications. 

This week we dive into the C2X (client as an individual customer) and D2X (digital sales that directly address the “acquirer”) digital sales models that are revolutionizing the digital landscape. With the C2X model, we´ll look at online marketplaces like eBay and Etsy as prime examples, whereas with D2X we´ll look at how this model can reduce costs, enhance customer relationships, and offer personalized experiences. We´ll also look at the direct-to-business model and how manufacturers connect directly with other businesses, sidestepping wholesalers or distributors, offering efficient and specialized solutions directly to business clients.

After this week, participants will be able to: 

• Compare the main pros and cons of each digital sales model considering the strategic approach of the business
• Evaluate the main digital sales models in relation to business cases
• Recommend digital sales strategy based on the implications of Digital Sales for Supply Chain and the P&L

At the end of week four, participants are given the opportunity to continue networking in a live session, discussing key takeaways from the program and looking forward collectively to how they will implement these takeaways in their individual business contexts. 

GRADED ASSESSMENT – FINAL ASSIGNMENT GRADED BY LEARNING FACILITATOR