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Risorsa bibliografica obbligatoria
Risorsa bibliografica facoltativa
Scheda Riassuntiva
Anno Accademico 2016/2017
Scuola Scuola di Ingegneria Industriale e dell'Informazione
Insegnamento 097380 - MULTICHANNEL CUSTOMER STRATEGY
Docente Lamberti Lucio
Cfu 10.00 Tipo insegnamento Monodisciplinare

Corso di Studi Codice Piano di Studio preventivamente approvato Da (compreso) A (escluso) Insegnamento
Ing Ind - Inf (Mag.)(ord. 270) - BV (479) MANAGEMENT ENGINEERING - INGEGNERIA GESTIONALE*AZZZZ097380 - MULTICHANNEL CUSTOMER STRATEGY

Programma dettagliato e risultati di apprendimento attesi

Multichannel customer strategy aims at analyzing how the proliferation of interaction/sales channels impacts on the relationship between companies and suppliers.

In the first part of the course, the changes in the supply, marketing and demand scenario will be discussed to introduce a framework in which companies shift from merely providing goods or services to design and manage rich, multichannel experiences that are co-created with the customers.

Marketing and communication challenges and trends in the different channels will be the topic of the second part: internet marketing, mobile marketing, social media marketing, evolutions in retailing, etc. This will lead to the discussion and the analysis of the challenges related to the management of the presence on different channel (i.e., the ultichannel approach).

The third section of the course will analyze customer experience management, i.e. how to design, co-create and manage a multichannel presence in a way that is consistent to the satisfaction of customer needs and the company's objectives. In order to do this, we will analyze how to run proper marketing research and analysis, how to design valuable customer experiences and how to measure the returns on marketing efforts in a multichannel perspective.

The course will put a strong emphasis on the quantitative aspects of marketing decisions, with a strong focus on planning and budgeting, and on the relevance of data management in informing proper decisions.

Multichannel Customer Strategy aims at being a strongly interactive course, with a broad use of case studies, simulations, seminars and laboratories in order not only to introduce concepts, but to allow students to experience directly the challenges of developing a marketing plan in a multichannel world. 


Note Sulla Modalità di valutazione

The exam will consist in a written assignment (or a written exam) in which making multichannel marketing decisions matching data analysis and creativity, and an oral exam on the theoretical content of the course.


Bibliografia
Risorsa bibliografica facoltativaChaffey & Ellis-Chadwick, Digital Marketing - 6th edition, Editore: Prentice Hall, Anno edizione: 2015
Risorsa bibliografica facoltativaArikan, Multichannel Marketing: Metrics and Methods for On and Offline Success, ISBN: 978-8871922850
Risorsa bibliografica facoltativaShaw and Merrick, Marketing Payback: Is Your Marketing Profitable?, ISBN: 978-0273688846

Mix Forme Didattiche
Tipo Forma Didattica Ore didattiche
lezione
60.0
esercitazione
40.0
laboratorio informatico
0.0
laboratorio sperimentale
0.0
progetto
0.0
laboratorio di progetto
0.0

Informazioni in lingua inglese a supporto dell'internazionalizzazione
Insegnamento erogato in lingua Inglese
Disponibilità di materiale didattico/slides in lingua inglese
Disponibilità di libri di testo/bibliografia in lingua inglese
Possibilità di sostenere l'esame in lingua inglese
Disponibilità di supporto didattico in lingua inglese
schedaincarico v. 1.6.5 / 1.6.5
Area Servizi ICT
22/04/2021