marketing marketing

Strategy & User-Centric Design

• Understanding Target Audiences: A Comparison of B2C and B2B.
• Buyer Personas and Customer Journey.
• Soft conversions throughout the customer journey.

UX, Conversion, and Sales Psychology

• Fundamentals of sales psychology.
• Best Practices for Store Structures and Checkout.
• Conversion Rate Optimization and A/B Testing.
• European Accessibility Act (EAA).

Web Analytics & Data Strategy

• Identify meaningful key performance indicators.
• KPI dashboards for B2C and B2B.

User Intent, Keywords, and SEO

• User Intent and Keyword Research.
• The Four Pillars of Search Engine Optimization.
• Technical SEO and keyword mapping.
• Monitoring, Controlling, and Reporting.

Generative Engine Optimization (GEO)

• How Modern Answer Engines Work.
• Optimization approaches and new metrics.

Content marketing

• Content Strategy and Topic Clusters.
• Optimization of store and how-to content.
• AI-powered editorial process.

Search Engine Advertising (SEA)

• An Overview of Google Ads and Microsoft Advertising.
• Tracking and First-Party Data Strategy.
• Merchant Center and Product Feed Optimization.
• Profit-Driven Marketing.
• Optimization routines in day-to-day operations.

Social Media Advertising (SMA)

• Platform Comparison: Meta, TikTok, Pinterest, LinkedIn.
• Creative Strategy and Testing Methods.
• Budget Allocation and Synergy with Organic.

Customer Love & Service as Marketing

• Retention, Loyalty, and Advocacy.
• Service as a Profit Center.
• Marketing automation via e-mail, SMS, and WhatsApp.

Media Plan & Resources

• Budget Planning for B2C and B2B.
• Make-or-buy decision.
• Operational Management of Agencies.

Important: Please bring relevant topics from your own professional experience—both B2C and B2B issues are welcome.