The positive impact of digital marketing on successful customer orientation and branding

Lecturer : Prof. Klaus-Peter Wagenführ

Date: 3 & 4 Aug 2021

Subject: Some preliminary considerations on customer orientation- Digital Marketing

Day 1:

The webinar started at 10:00 a.m. with the welcoming the participants by Ms. Alavash , the Director of Education and International Department of AGQ Institute and also the webinar host.  . She started with the introduction of the lecturer & the contents and later spoke about the activities of the DMAN Management Academy and the cooperation of AGQ Institute in holding educational events in the form of seminars and webinars (at the time of Corona virus pandemic), as well as educational tours to Germany.

Prof. Klaus-Peter Wagenführ began his lecture at 10:30 a.m. based on the following subjects:

– What does customer orientation really mean?

– Create a unique value proposition for the customer

– Offering values instead of features emphasizes the benefits of the product to the customer

– What is a touch point?

– How does digital marketing work for all businesses? B2B and B2C?

– The marketing funnels

– Can you know your customer sufficiently by hard facts alone?

Prof. Wagenführ continued his lecture by Digital market; A central building block of digital marketing is one’s own website. It represents the online identity of the own brand and forms the hub for a multitude of other online activities. The design and content of the website play an outstanding role in the presentation and maintenance of the own brand and products. Starting from the website, a variety of marketing channels and activities are available to increase the awareness and reach of the presented offers and content. Using Search Engine Optimization (SEO), the website content should be designed using relevant keywords so that it is easy for search engines such as Google and Bing to find and is listed as high as possible in the search results. Website content and information about the product range can also be disseminated via social networks such as Facebook, Instagram or Twitter. These networks are also particularly suitable for interaction with customers and potential customers.

Day 2 – In the morning) 10:00 -13:00)

Lecturer: Prof. Klaus-Peter Wagenführ

On the second day, Professor Wagenführ spoke on the following topics.

 – Branding –how do I build a successful brand?

– Advertising -Which digital channels do I use?

At the end of the webinar, Professor Wagenführ gave some examples of the performance of successful companies and brands in the world, which the social media(SMM) such as Facebook, YouTube, Twitter, Instagram, LinkedIn -in Germany that their platforms are among the most visited sites on the internet has influenced their success.

Day 2, afternoon (14:00 p.m to 17:00)

Lecturer: Dr. Lars Stemmler

Date: 4^th Aug 2021

Subject: Supply Chain Management

In the afternoon of the second day webinar started with, Mr. Nahhas, DMAN Director Management of MENA & Africa. He spoke about the academy’s cooperation with AGQ Institute and the satisfaction of the lecturers with the way seminars and online training courses are held by this institute. Moreover, he declared that the courses held at the DMAN Academy are certainly more effective in terms of project presentation by participants, visits of factories and B2B/B2C meetings. Finally, he mentioned the importance of the Academy Certificate in the participants’ business resumes.

Dr. Lars Stemmler the lecturer and one of the officials in Bremen Port declared and raised the following issues about the supply chain.

–  from transport chains to supply chains- flows in supply chains – basic principles of supply chains from corporate to supply chain strategy – material flow – inventory – information flow -problems in supply chain management – finance flows – the role organisational integration

At the end of the webinar, Dr. Stemmler emphasized the importance of company branding and being success in the competitive market by following the rules of ports and managing the steps of the supply chain.

At the end of the two-days webinar, participants will be issued a Certificate of Attendance from the DMAN Management Academy. It should be noted that the certificate is very valuable for the resume of companies wishing to do business in Germany.