Study program deals with digital customer journey from interest to purchase

On July 15th the final event took place in the Castle Maria Loretto. © KWF/ Johannes Puch
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On July 15th the final event of the first round of the KWF Supplier Development Program "Digital Marketing and Sales" took place in the Maria Loretto Castle in Klagenfurt.

The program was commissioned by the Kärntner Wirtschaftsförderungsfonds (KWF), which enabled a total of 17 Carinthian companies to participate. The participating companies had the opportunity to apply for participation in advance by submitting a funding application. On the basis of these applications, a jury of experts decided which companies would be supported in participating in the series of workshops with inter-company and individual initiatives.

The corporate development program "Digital Marketing & Sales" is a 1-year program consisting of offline and online courses for marketing experts and management executives who want to develop their company in the digital field. Participants in the first round looked at their digital customers' journey from awareness and interest building to buying and beyond. Topics covered included content marketing and touchpoint management, digital sales and sales funnel management as well as social media marketing, influencer marketing and the legal framework of the digital marketing world.

The workshops and webinars were conducted by various marketing experts. This gave the participants the opportunity to learn from professionals in business practice, apply what they had learned directly and implement it in their own companies. As the program also dealt with digital skills, the format was quickly changed to pure online workshops with continuous support and guidance during the restrictions to contain the risk of infection with COVID-19. In this format, the participants benefited from regular coffee calls and a three-part digital workshop with the Austrian multi-talent Nuriel Molcho. A two-day learning trip to international companies such as B.M.W., Miele, Siegl and Palfinger completed the program.

The program was scientifically accompanied by a cooperation of the Carinthia University of Applied Sciences, School of Management, with the Competence Circle Marketing and the University of Klagenfurt | Faculty of Economics. Since the demand for the area of "Digital Marketing & Sales" is currently very high, the supplier development program is being conducted a second time. The application phase for the second round has already begun. Further information: