DIGITAL ECONOMY PROGRAM

Tools to transform a traditional business model into an online model.

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FULLY ONLINE PROGRAM

OBJECTIVE

To contribute to the digital transformation of MSMEs in order to improve their competitiveness by evolving from the traditional business model to the platform-based business model, through the application of practical tools for digitalization. 

JUSTIFICATION

In recent years, technology, data management, industry 4.0 and marketing techniques have grown exponentially due to globalization, so it is necessary to implement digital sales strategies to take MSMEs to the next level. 

WHO IT IS AIMED AT

Entrepreneurs of micro, small and medium enterprises who want to improve their marketing, operation and logistics processes based on world-class e-commerce tools. 

AT THE END OF THE PROGRAM YOU WILL LEARN TO:

 

- Use tools to visually represent and summarize your business model 

- Apply the best practices in the formation of your own team to achieve productivity in your company's digital model. 

- Create or improve your own business by applying the Design Sprint methodology in order to identify the problem that you and your team will be able to solve. 

- Find ideas to solve the specific challenge they chose, exploring existing solutions from a variety of companies and industries to inspire you. After that, each team member will come up with their own solution. 

- Analyze your customers and have your customer person. 

- Analyze the social networks of your business based on our customers. 

- Design your website. 

- Make a strategic plan for your social networks.

METHODOLOGY

 

- Each week corresponding to a module you will have predefined or deliverable activities to ensure the objective of the course. These goals may also include watching videos and completing the week's content. 

Recorded classes: 

- Some of the modules will have classes recorded by the course teachers. 

Live Webinars: 

- Webinars will help you contextualize all the week's content and achieve your deliverables. 

Attention to doubts: 

- In addition to the webinars you will have a Question and Answer Forum so that you can share with your fellow students as well as your teachers and advisors. In this way you will achieve an enriching experience. 

ADDED VALUE

 

- At the registration, the participant can invite a member of his company (at no additional cost) who will support him in the implementation of the digitization strategies. 

- The company will have an advisor who will support you in the implementation of the digitalization strategies. 

CASES OF SUCCESS

 

- Course members will have access to pre-recorded lectures where an expert will tell their success story. 

Thematic Content

01 CANVAS AND PORTER MODEL

1.1 CANVAS model 

1.1.1. Customer segments 

1.1.2. Value proposition 

1.1.3. Channels 

1.1.4. Customer relations 

1.1.5. Revenue flow 

1.1.6. Key resources 

1.1.7. Key activities 

1.1.8Key Partners 

1.1.9. Cost structure 

1.2 Porter model 

1.2.1 Customer bargaining power 

1.2.2 Rivalry between companies 

02 IDENTIFICACIÓN DE PROBLEMAS<br /> Y CONSTRUCCIÓN DEL EQUIPO

2.1 Set up your team 

2.2 Define a challenge 

2.2.1 Design Sprint 

2.2.1.1 Understand 

2.2.1.2 Sketch 

2.2.1.3 Deciding 

2.2.1.4 Prototyping 

2.2.1.5 Validate 

2.3 Ideation and critical thinking 

2.3.1 Design Thinking 

2.3.1.1 Empathise 

2.3.1.2 Define 

2.3.1.3 Design 

2.3.1.4 Prototyping 

2.3.1.5 Evaluate 

2.4 Return on Investment 

03 CONSUMER-CENTRED MARKETING

3.1 The new digital consumers 

3.1.1 C2B marketing 

3.1.2 How people buy 

3.2 Human-centred marketing 

3.2.1 Engagement marketing 

3.2.2 Creation of consumer person 

04 MARKETING DE REDES<br /> SOCIALES

4.1 Practical uses of social networks 

4.1.1 Branding vs. Conversion 

4.1.2 How to choose a social network 

4.2 Characteristics of social networks 

4.2.1 Facebook 

4.2.2 Instagram 

4.2.3 Twitter 

4.2.4 Other networks 

4.3 Paid advertising in networks 

4.3.1 Advertising programming 

04 DIGITAL MARKETING PLAN

5.1 Strategy Planning 

5.1.1 Definition of objectives 

5.1.2 Defining strategic lines of communication 

5.1.3 Work plan resources 

5.1.4 Work plan 

5.2 Implementation of the plan 

5.2.1 Social Networking Management Tools 

5.2.2 Evaluation of results through network analysis 

A graduate tells you

Dr. Cuauhtémoc González Vázquez

Dr. Cuauhtémoc González Vázquez

- D. in management from the University of Celaya, with a Master's degree in e-commerce from the Tec de Monterrey and a degree in electronic engineering from the Instituto Tecnológico de Celaya, director of the Universidad Virtual de la Universidad de Celaya and professor of e-commerce at the same institution, where he is a full-time collaborator. 

- It is part of academies and non-profit organizations among which stand out the OnLine Learning Consortium, the Internet Society and the leader of the global technology academy at the University of Celaya. 

Master Luis Fernando García

Master Luis Fernando García

- Master in Visual Media Design by ELISAVA Escola Superior de Disseny de Catalunya at Pompeu Fabra University in Barcelona, Spain. Master in Photographic Design from the Universidad Iberoamericana and Bachelor in Communication Sciences from the Universidad de Celaya, where he is coordinator of the institutional communication department and a full time collaborator. 

- He is certified in Photoshop by Adobe and as a community manager by Adveischool in Spain. 

Master Saulo León Carrillo

Master Saulo León Carrillo

- Master in Foreign Trade and Bachelor in International Trade from the University of Celaya, where he is a full-time professor of logistics and international trade. 

- Mentor of the program for the strengthening of the innovation and sustainability ecosystem of the State of Guanajuato 

Information request

CONTINUING EDUCATION OF THE UNIVERSITY OF CELAYA

TEL: 461 613 90 99 EXT: 1021 and 1065

Email ventas@udec.edu.mx