Designing Omnichannel Experiences

Group	Teacher	Department	Language
Year 1	Alexis Mavrommatis	Marketing	ENG

Prerequisites

This course focuses on the implementation of a Marketing Strategy through the access that the different channel options offer to consumers and users. Therefore it is important that the participants in the course have a previous understanding of what a Marketing strategy is, and of the different issues in implementing it.

COURSE CONTRIBUTION TO PROGRAM

The Omnichannel Experiences course is an eminently practical course which is based on real case studies and presentations given by professors and managers. These dynamics provide different contributions to the course:
- focus on the area of customer experience management, the principal contemporary pathway for new talent in marketing.
- focus on improving professional skills: analysis and development of marketing proposals, defence the proposals in front of the managers.

Course Learning Objectives

1. Continue to master insights to create customer centric marketing strategies and deliver coherent solutions that lead to the achievement of business goals and sustainable organizational performance.
2. Analyze, develop and manage appropriate channels and partners to meet changing customer needs and business goals.
3. Define what the omnichannel customer experience should be and deliver activities through effective customer journeys to meet corporate objectives and achieve customer advocacy.
4. Assist with the development of an omnichannel strategy with the use of both physical and digital communications tools in an integrated way.

Methodology

Case Study Methodology
We will apply the Socratic Method of learning the case-study method because of the "real-world? approach it brings to acquiring knowledge. Case discussions generate a dynamic process of questioning, debate, and problem-solving among students and instructor.
Active Live Case

The Active Live Case
This methodology is similar to the case study with the objective to generate managerial learning through opportunity identification, opportunity assessment, problem solving and proposition of new scenarios in a real and current business situation.
The difference between a case and an active live case is that with the former a company and its CEO are invited to class to present a real business opportunity.

Active Project Learning
An "Active Project Learning? methodology requires participants to work with a company in a real business/consultancy project challenge. For this course you will be given a brand that adopts a multichannel "go to market? strategy with the aim to:
Analyze the brand's customer experience offering in each possible channel and identify whether the "GO TO MARKET? strategy is aligned with an Omnichannel Customer Experience

Bibliography

The course is structured around a variety of text books and academic and professional articles. During each session the recommended complementary bibliography will be announced. However, the foundation of the course consists of the guidelines and case studies.
If participants so wish they can undertake prior study of the areas of knowledge involved and we recommend the following core text book:
Marketing Channel Strategy An Omni-Channel Approach 9ª edition , 2020 Author: Robert W. Palmatier (Autor), Eugene Sivadas (Autor), Louis W. Stern (Autor)

Timetable and sections

Group	Teacher	Department
Year 1	Alexis Mavrommatis	Marketing

Timetable Year 1

From 2024/2/14 to 2024/3/20:
Each Thursday from 15:30 to 17:00. (Except: 2024/2/22, 2024/2/29, 2024/3/7 and 2024/3/14)
Each Wednesday from 10:30 to 12:00.
Each Wednesday from 8:45 to 10:15.

Thursday 2024/2/15 from 17:15 to 18:45.

From 2024/4/3 to 2024/4/10:
Each Wednesday from 10:30 to 12:00.
Each Wednesday from 8:45 to 10:15.

Type:	OPT	Curs:	1	Period:	S semester
ECTS Credits:	3 ECTS

Designing Omnichannel Experiences (2235.YR.011164.1)

General information

Type:

Curs:

Period:

ECTS Credits:

Teaching Staff: