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 future 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
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
Multichannel customer strategy aims at analyzing how the proliferation of interaction/sales channels impacts on the relationship between companies and customers.
The evolution of contemporary markets is redesigning the role of marketing and CRM, and enhancing their strategic role. In the meantime, the increasing ability to collect and process data is pushing companies towards a growing data-driven/data-power approach.
Consistently to these context factors, the course will cover the following topics:
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
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 (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)
Modalità di valutazione
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
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