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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

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
24/02/2021