Ing Ind - Inf (Mag.)(ord. 270) - BV (479) MANAGEMENT ENGINEERING - INGEGNERIA GESTIONALE
097380 - MULTICHANNEL CUSTOMER STRATEGY
The course fits into the overall program curriculum pursuing some of the defined general learning goals. In particular, the course contributes to the development of the following capabilities:
Understand context, functions, processes in a business and industrial environment and the impact of those factors on business performance
Identify trends, technologies and key methodologies in a specific domain (specialization streams)
Interact in a professional, responsible, effective and constructive way in a working environment, also motivating group members
Risultati di apprendimento attesi
FOR EACH OF THE PREVIOUS HIGHLIGHTED GOALS, PLEASE IDENTIFY THE MAIN EXPECTED LEARNING OUTCOMES RELATED TO THIS SPECIFIC COURSE AND ITS CONTENTS (EACH OF THESE EXPECTED LEARNING OUTCOMES SHOULD THEN BE ASSESSED ACCORDINGLY)
Understand context, functions, processes in a business and industrial environment and the impact of those factors on business performance: by successfully accomplishing the course, students will be able to understand how the channel proliferation and the digital transformation impact on marketing processes. Further, through classes and seminars, they will observe marketing and CRM processes in practices, discussing also their organizational implications
Identify trends, technologies and key methodologies in a specific domain (specialization streams): students will embrace the emerging trend of customer centricity, with a specific focus on the innovation in CRM processes and practices, and on the diffusion and adoption of technologies in marketing and CRM activities (e.g., machine learning, AI, augmented/virtual reality)
Interact in a professional, responsible, effective and constructive way in a working environment, also motivating group member: the course will encourage teamwork in solving exercises and discussing case study, as well as creative decision making and problem solving asking groups of students to provide effective solutions to business issues with blurred boundaries
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.
Desirable (yet not mandatory) prerequisites for class participation regard basic statistics, basic investment evaluation techniques (NPV, IRR, etc.), and a preliminary knowledge of marketing tools and methods
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.
Kotler, Kartajava, Setiawan, Marketing 4.0: Moving from Traditional to Digital, Editore: Wiley, Anno edizione: 2016
Chaffey & Ellis-Chadwick, Digital Marketing - 6th edition, Editore: Prentice Hall, Anno edizione: 2015
Arikan, Multichannel Marketing: Metrics and Methods for On and Offline Success, ISBN: 978-8871922850
Shaw and Merrick, Marketing Payback: Is Your Marketing Profitable?, ISBN: 978-0273688846
Tipo Forma Didattica
Ore di attività svolte in aula
Ore di studio autonome
Laboratorio Di Progetto
Informazioni in lingua inglese a supporto dell'internazionalizzazione
Insegnamento erogato in lingua
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