SME senior managers and directors who wish to understand how the internet can be used to transform the way they do business. Also relevant to business advisers and consultants.

The workshops are participative and comprise presentations and demonstrations of web sites to exemplify key points. Case studies of companies successfully exploiting the internet are also used.

Break out sessions will allow participants to discuss how particular aspects of their business can be improved through the internet.

WORKSHOP 1

1. Internet Marketing 1 — The Essentials

The workshop is designed for those wishing to understand how to improve or transform marketing through the use of internet technologies.

Traditional marketing methods are explored showing how each can be supplemented and enhanced by using the internet. Participants will have the opportunity to develop an internet marketing strategy with the course leaders.
Specific topics covered are:-

• How internet marketing is different from traditional marketing
  
  
• Using the internet as a market research tool — the different techniques and important web-sites to help
  
  
• Using the internet for marketing communications
  • Direct marketing on the internet
  • Advertising methods on the internet
  • On line exhibitions
  
  
• Traffic generation — the 10 key methods
  
  
• Using the internet for customer communications
  
  
• The web-site
  • Design essentials
  • Costs and suppliers
  
  
• Developing new customers and markets

WORKSHOP 2

2. Internet Marketing 2 — Making it Work for You

The workshop is designed for wishing to use the internet to‘out compete’ their competition using the ‘unique’ aspects of the internet for marketing and business development.

The course focuses on both developing new customers and markets and also improving loyalty and customer retention. Participants will be able to put together outline plans with the course leaders for the development of internet marketing strategies for businesses they are associated with.
Specific topics covered are:-

• The Company Web-Site
  • Advanced design techniques
  • Strategies for attracting traffic
  • Strategies for maximising length of stay and getting repeat visits
  • Analysis of who visits the site
  • Linking the site to existing and new marketing databases
  
  
• Creating compelling content and adding value
  
  
• Building electronic communities
  • Relationship and One-to-One Marketing
  • Using Customer Relationship Marketing techniques to improve customer loyalty
    and increase profits
  • Using CRM to develop new business
  • Analysing site traffic

WORKSHOP 3

3. E-Commerce — The Integrated Internet Business

The workshop is designed for those wishing to explore how the internet can be used to
trade directly with customers.

Various strategies are studied for showing how different types of company can approach
trading over the internet. Both consumer and business-to- business situations are covered
and participants have the opportunity to develop outline action plans with the course
instructors. Specific topics covered are:-

• What is E-commerce?
  
  
• How can I decide whether e-commerce is right for my company
  
  
• The different ‘levels’ of automating transactions
  
  
• Integrating the supply chain and with existing legacy systems
  
  
• Security issues
  
  
• Shopping mall options
  
  
• On-line catalogues and catalogue management
  
  
• Costs and different types of e-commerce supplier
  
  
• Business to Business integration and
  e-marketplaces
  
  
• Business-to-business and consumer case studies

The workshop is designed for those wishing to explore how the internet can be used to radically improve and transform the way business is done.

The workshop covers the different degrees to which internet technologies can be used for business improvement and transformation. These varying degrees are studied and the
participants have the opportunity to ‘action plan’ with the course tutors a possible way forward for themselves or associated businesses. Specific topics covered are:-

• An overview of the technologies which can be used for business improvement and
  transformation — from e-mail to videoconferencing, Intranets and Extranets

• Case studies of successful businesses using internet technologies
  
  
• Improving internal processes with e-technologies
  
  
• Improving teamwork and internal communications
  
  
• Improving external communications with customers and suppliers
  
  
• Disintermediation and supply chain impact
  
  
• Using a new ‘business model’ for the existing business
  
  
• Developing a new ‘business type’ from the existing business
  
  
• E-procurement and e-marketplaces