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

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.