Program

I semester

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Module 1: Basics of e-commerce

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Global Trends in E-commerse

bea-logo-icon
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Ecommerce environment in Bulgaria

ecommerce-academy
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Business models in ecommerce, incl. dropshipping

Sofia University
null

Mobile e-commerce

Sofia University
Viber
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Module 2: Launch a successful online store

Under module: Business Planning
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Choosing market (s) and products

Sofia University
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Establish requirements (requirements engineering)

Sofia University
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Segmentation and Targeting

Sofia University
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Marketing positioning

Sofia University
null

Module 2: Launch a successful online store

Under module: Technical Planning of the Online Store
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Ready solutions и SAAS platforms

Sofia University
GOMBAshop
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Presentation of solutions with Magento, Woocommerce, Opencart, Prestashop and others.

Sofia University
Stenik
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What is an ERP system and integration with online store

Sofia University
SelMatic
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Logistics, Fulfilment and supplier

  • for Bulgaria – integration with e-shop
  • outside Bulgaria

DHL
Econt
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Digital Portfolios and types of payments

Sofia University
null

Security of Online Payments

mastercard
paysera
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Regulatory Requirements to Online shops:

  • Commission for Consumer Protection и Euro-users
  • GDPR – Commission for Personal Data Protection
  • National Revenue Agency
  • What should be set in the general conditions

KZP
KZLD
Golden Vision
JNN Consult
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Module 3: Marketing Planning and Advertising Campaigns

Part I
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Create a long-term strategy for effective online marketing

Sofia University
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Identity: Choice of logo, colours and slogan

eDesign
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Competition analysis, positioning and repositioning.

Minamart
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Google ecosystem - basics

aloha
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Social networks - basics

Valchanova
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E - mail marketing and loyalty programs - basics

WebCode

II semester

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Module 3: Marketing Planning and Advertising Campaigns

Part II
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Optimizing content (SEO)

Sofia University
null

Optimizing content (SEO) – onsite optimization

serpact
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SEO – link building

netpeak
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Google ecosystem

  • Google My Buisness
  • Google Ads
  • YouTube

Sofia University
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Google Marketing and Advertising

accella-digital
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Facebook ecosystem

  • Brand page
  • Group
  • Events
  • Instagram
  • Market place

Sofia University
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Facebook Marketing and Advertising

Digital Marketing Group
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Chatbots as marketing tools

Sofia University
Viber
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Display и native marketing advertisement

Аrgent
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Gamification in digital marketing

Sofia University
null

Е-mail marketing

WebCode
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Video marketing and advertisement

  • Facebook
  • Instagram
  • YouTube

Sofia University
null

Affiliate & Fusion marketing

Sofia University
onlinepromo.bg
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Remarketing:

  • Google Display
  • YouTube
  • Facebook
  • Instagram

Sofia University
SEMbg
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Marketplace: eMAG, eBAY, Amazon

EMAG
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Module 4: Measuring marketing effectiveness

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Google Analytics

  • Basics for tracking conversions, events, metrics and dimensions
  • Create reports and automatization

Sofia University
null

Google Analytics – practical guidelines

seomax-digital
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Analysis in ad platforms:

  • AdWords Reporting
  • Facebook Insight
  • Google Double Click
  • MailChimp

Sofia University
null

Analysis in ad platforms – practical guidelines

bea-logo-icon
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Basic KPI in e-commerce

Sofia University
null

KPI workshop

JNN Consult
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Presentation of end of course project

Commission
bea-logo-icon
Sofia University
logo-ES