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Scheda Riassuntiva
Anno Accademico 2017/2018
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 customers.

In particular, the course will analyze:

  • Evolutions in marketing communications: the Paid/Owned/Earned Media framework, and the main implications in the different channels.
  • Customer behavior analysis and Biomarketing: the evolution of customer behavior in the emerging economic and social enviornment; the emerging role of emotions, feelings and experiences; seminars on biomarketing and biofeedback to understand customer behavior.
  • Data science & data-driven marketing: the tools and methods to analyze marketing data and to ground a marketing decision upon data.
  • Omnichannel campaign design: tools and methods to design a suited omnichannel campaign moving from a specific business goal. In particular, the course will focus on customer insight detection methods, the personas methods, customer journey mapping and design and marketing campaign planning.
  • Marketing and the Digital transformation: the tools to enable the wvolution in marketing strategy: marketing machines, CRM systems, AI and machine learning.
  • Metrics and analytics: metrics and tools to foster communication planning and design (GRP, affinity index, etc.); metrics and tools to analyze customer profitability (CLV, BEAR, etc.); Marketing ROI analysis.

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.

The course aimes at involving several companies and business managers in order to complement a theoretical view with concrete applications and case histories. Biomarketing modules will be carried out in collaboration with Ph.e.e.l., Politecnico di Milano's biomarketing Lab.

Teaching methods will be manifold: ex cathedra lectures, exercises, groupwork, seminars and testimonials will be adopted along the course


Note Sulla Modalità di valutazione

The exam will consist of a written and an oral part in order to assess both the understanding of the theoretical and conceptual aspects of the course and the practical implications.


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

Software utilizzato
Nessun software richiesto

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. 1.6.9 / 1.6.9
Area Servizi ICT
21/01/2022