 |
Digital Glocalization: Languages and Digital Strategies for Internet localization
|
This course is designed to provide all the knowledge related to the strategies
of digital glocalization (Global + Local, "Think Globally,
Act Locally").
There is a trend that the more pressure exerted by globalization on culture,
more stronger is the inertia toward the local, and vernacular language is often
the vehicle through which channel this "localization". This trend is reflected,
for instance, in which the user searches for information on the Internet, and
therefore purchase, with greater intensity in their local language. Major
companies operating Internet websites are working with emerging languages
(Russian, Hindi, Chinese, ...) as part of its strategy of internationalization. .
The course has 3 modules: e-business, search engines positioning and languages;
the 3 key pieces in a strategy of glocalization.
Course Contents:
International e-business.
- e-Business Fundamentals. The new economy.
- e-Processes (CRM, SCM, Call centers, e-Procurement,...)
- e-Security (Digital Signature, SSL Protocol, Secure Electronic Transactions)
- Web Authoring
Search Engine Positioning (Google).
- Introduction to Search Engine Positioning
- Key concepts: keywords, tags "Title" and "Description", entry links (inbounds) and output links (outbounds),
proximity, site structure.
- Positioning in Google. The PageRank algorithm. Calculating PageRank. Analysis of incoming and outgoing links. Structure of the
site. PR = 0. Google penalization.
- Positioning in Yahoo and MSN.
- Dialogue with Google, Yahoo and MSN: the Sitemaps.
- Languages and positioning. Sub-domains.
- Techniques for localization of websites. Multilingual Sites.
Languages for international business.
- Introduction. Languages of the world. The "linguas francas". Emerging
languages (Chinese, Russian, Hindi, ...)
- Languages study:
French, Spanish
or Portuguese
- Digital Translation Tools. Specialized portals.
Objectives
- Understanding the concepts of e-business and digital business models that a
company can deploy, as well as the importance of the strategy, marketing and
technology in an e-business project.
- Understand the positioning in Google, Yahoo and MSN. Tips on how to improve
your website's ranking. Develop multilingual websites
- Improve knowledge of English or French. How to use digital tools to work
with the emerging languages.
It is estimated that 58% of America’s largest companies currently have
multilingual websites. 70% of the largest 20 companies in the Fortune 500,
like Wal-Mart or General Motors, have some degree of localized content. For the
20 smallest companies, the proportion with translated content falls to 50%. Of
the 42% of Fortune 500 websites that are not localized, companies in the
petroleum refining industry were found to be the least likely to have
multilingual content.
Companies and brands which trade directly with the consumer were the most
likely to provide localized websites. By ex: the top five commercial banks all
had multilingual content, as had 9 of the top ten. Both Google and Yahoo offer
multilingual sites.
Idiomas: 
|
|
