The “Branding for digital entrepreneurship” course is composed of five learning units. Unit 1 “The ABC of branding” presents the different concepts related to branding, explaining the differences between digital marketing and digital branding. It also includes an overview of the main rules for a successful branding strategy: market analysis; competitive advantages; brand message; visual and verbal identity; online presence; management practices. Unit 2 “Digital branding for start-ups: how to start?” presents in detail the main central stages of brand management: positioning; differentiation techniques; brand identity design (name, logo). Unit 3 “Starting your start-up branding strategy: how to start?” presents in detail the process of brand narrative and the important factor of a brand differentiation. Unit 4 “Go further with your branding strategy” sums up all the digital skills needed to the successful implementation of a brand strategy (project management, digital marketing, digital business analysis, digital design) and the challenges faced by young entrepreneurs in the process of creating theory own business. Unit 5 “Cases studies: Uber and Airbnb This” presents the example of branding strategies of two small start-ups that have become two of the most influent business.

Branding; Digital branding; Digital marketing; Brand narrative; Brand identity

Information and communication technologies, also known as ICTs, are part of people's lives. Health crisis we are suffering due to the Covid-19 and the restrictions on movement have given ICT a fundamental role in private and family use and, above all, in digital entrepreneurship. A digital entrepreneur, or future digital entrepreneur, must incorporate them from the first step, financing. In this module, we explain how we can benefit from ICT to find funding for our projects, alternative financing to family and banks, Crowdfunding and business angels. We also explain how the business incubator and business accelerator can help your business project. And also offer advice on how to make our corporate social networks the best tools for the growth of our digital business initiative.

Digital entrepreneurship, crowdfunding, business angels, social media, business incubator, business accelerator.

Information and communication technologies, also known as ICTs, are part of people's lives. All of us use them in our personal life. A digital entrepreneur, must incorporate them into the running of his start-up because they facilitate work, allow tasks to be automated, and give a competitive advantage to the entrepreneur who knows them and can make the most of them. Health crisis we are suffering due to the Covid-19 and the restrictions on movements have given ICTs a fundamental role in private and family use and above all for digital entrepreneurship. In this module we show how we can benefit from ICTs in digital entrepreneurship, to find funding for our projects, to communicate effectively with customers and suppliers, to manage our business, and to give an impeccable business image. For all these objectives, we include information on interesting real and current tools, many of which are free.

Digital entrepreneurship, ICTs, , tools, management, start-up

Unit 1 is based on techniques and management tools in order to provide practical support to learners (i.e. SWOT Analysis, GANTT Chart and Business Plan): the learner will be able to put into practice immediately the theoretical concepts proposed to him/her. Unit 2 is designed to offer an in-depth analysis on the e-commerce main trends with tips to maximise the information gathered from online customers. In Unit 3 the learner will be equipped to understand what are the main characteristics of the (digital) leader. In Unit 4 the module will offer data, statistics and trends on the world of e-commerce, to give the learner a complete overview of the dynamic phase of his/her (digital) entrepreneurial activity.

Digital Skills; SWOT Analysis; Digital Leader; Learning Agility Model

At first, the training material focuses on the notion of Digital Communication by providing an overview of the concept. Further, it refers to business interaction and how it is impacted by the tools of digital communication. Additionally, in Unit 1 is introduced the concept of Unified Communications. Following, the advantages and disadvantages of the subject matter are examined along with the main obstacles and how we can benefit from it. On the other hand, Unit 3 concerns the necessary skills (hard and soft skills) that a person should possess in order to be a successful digital communicator. Finally, the effects of the COVID-19 pandemic are discussed together with the importance of networking in a digital environment and some of its key features.

Digital Communication, Internal and external communication, Tools of digital communication, Networking

Part 1 of the course focuses on introducing you to an online environment where you can do business effectively. In the beginning, the participant will learn about the strategies and methods of managing an online business: Lean, Agile, and Waterfall, together with the benefits they bring. Then the course content will focus on designing a product and/or service with the user in mind. The participant will explore concepts such as Design Thinking and UX. Finally, the participant is provided with a set of tools that is essential for starting an online business: applications for remote communication, project management, and text recognition (OCR) with practical advice.

Online business; Business models; Project management; Communication

Part 2 of the course is a continuation of the knowledge provided in Part 1 and focuses on the organization of online business support. Initially, you will receive a practical guide to remote working. The following sections will introduce you to advantages and disadvantages, myths, and comparisons of remote working from your own home with that of your coworker. Then you will learn how to take care of the work-life balance while working remotely, how to prepare the workplace by eliminating distractors and entering deep work. In addition, you will learn what cloud computing is, how it works, and the benefits of having it from the perspective of the owner and employee of the online company.

Online business, Remote working, Deep work , The cloud

Unit 1 is focused on ICT and Digital Solutions for Business Competitiveness: learner will be introduced in the Fundamentals of Data-driven culture with an in-depth analysis on Sales and Advertisement, Competitors, Benchmarking and Scenario-making. Furthermore, the Unit will provide learners with the fundamentals of branding in digital settings and diagnostic and systemic solutions for DE. Unit 2 describes the main novel technological trends for business such as the “Industry 4.0”, Support Territorial Networks for Digital Entrepreneurship and policy actions for tech and innovation.Unit 3 is set as an overview of the main EU funding opportunities: Grants, Loans, Guarantees and Equity, Subsidies, Prizes and Public Contracts.

Business Competitiveness , Branding, Tech and Innovation, EU Funding