Course Description
Before the coffee reaches the clients, many steps need to happen. In the modern era, we increasingly rely on digital means to connect with the potential clients. This could be done via email, website, social media, among others. To do this well, these activities can become overwhelming.
Running a digital business is more than having a website or social medial account. It has a complex set of principles as the digital world keeps evolving and client’s behavior/expectation keeps changing accordingly.
In this course, we first focus on the what’s within the organization in order to succeed at building a digital business. This includes how to build up the digital skillset, along with establishing and communicating a strong brand value/story.
Secondly, we focus on leveraging customer persona and journey framework, to design digital channels that are most engaging and suitable for the target customer groups.
Lastly, in order to be profitable and achieve visibility of the digital effort, organizations need to establish a scalable digital eco system. This investment will make sure that the effort that organizations put in could be re-used overtime.
This course is designed to equip students with tools and practical tips on how to initiate, execute, maintain and optimize the organization’s digital strategy in the next 1-3 years.
Hi, I am Dennise Yeh
Dennise is ecommerce and digital growth professional with 15+ years of experience working in the sector, for 40+ upcoming and house known brands.
She has well-rounded experiences in e-commerce operations, digital analytics & marketing, and digital user journey & transformation. Dennise has worked in E. Asia, N. America, and Europe, and is a frequent public speaker at digital conferences.
In her career, Dennise has sold: designer clothes, car, home deco, sneakers, among others. She is excited to share her expertise with the coffee sector.
What Will You Learn
In this course, you will learn:
- How to design a team and expertise required to deploy digital market access & client engagement strategy.
- How to build the brand core that defines brand value, story, and competitor analysis of a producer organization.
- How to identify the market segment of the organization and build a corresponding product solution for different customer persona.
- How to define and build digital channels to engage with clients to expand the reach and engagement of the brand
Course Curriculum
- Introduction to Digital Coffee Business
- Team Design
- Establish a Strong Brand Core
- Create an Attractive Product & Convincing USP (unique-selling-point)
- Design a sound digital strategy
- Establish your organization’s digital ecosystem
- Time to Activate Digital Engagement & campaign