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:

1. Understand context, functions, processes in a business and industrial environment and the impact of those factors on business performance
2. Identify future trends, technologies and key methodologies in a specific domain (specialization streams)
3. Interact in a professional, responsible, effective and constructive way in a working environment, also motivating group members

• Understand context, functions, processesin a business and industrial environmentand 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 future 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). Further, they will understand the role and the components of marketing automation tools and the emerging trends of addressable TV, programmatic advertising and new media marketing
• Interact in a professional, responsible, effective and constructive way in a working environment, also motivating group members: students will be constantly involved in teamwork along the course

• The explosion of customization: the evolution of customer behavior in the emerging economic and social enviornment; the emerging role of emotions, feelings and experiences; seminars on marketing research, biomarketing and biofeedback to understand customer behavior.
• The emerging role of marketing in the business environement:analyzing the purchase process in an experiential perspective and depicting the role of omnichannel-ness in designing experiences consistent to the positioning and the business goals;
• The increasing relevance of Customer Relationship Management (CRM) and its cultural and organizational challenges: as acquiring customers gets harder and more costly, customer retention becomes of the essence, and the consequences of being relationship-oriented imply a dramatic shift in companies' approach, from a sales-centric and product-centric to a customer-centric one
• The new tools for marketing communications: the Paid/Owned/Earned Media framework, programmatic advertising, addressable TV, marketing automation.
• 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.
• Data-driven marketing & CRM: the tools and methods to analyze marketing data and to ground a marketing decision upon data. Transforming informal assumptions into formalized decisions. Metrics and analytics for marketing and CRM: 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.
• Statistics for marketing: multivariate methods for marketing (factor analysis, cluster analysis, ANOVA, regression models); seminars and workshops on how to use statistical analysis softwares in marketing contexts

Desirable (yet not mandatory) prerequisites for class participation regard basic statistics (linear regression, probability, least square methods), basic investment evaluation techniques (NPV, IRR, etc.), and a preliminary knowledge of marketing tools and methods (marketing process, strategic marketing, marketing decisions)

The exam will consist of:

- A written report on statistical analysis assignments

- A written exam on data-driven marketing

- The proposition of an omnichannel campaign in a given business context with an oral presentation