Digital Channels & Omnichannel (2235.YR.015081.1)

General information

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

Teaching Staff:

Group	Teacher	Department	Language
Year 1	Joan Ramon Mallart Coch	Operaciones, Innovación y Data Sciences	ENG
Year 1	Xavier Marlasca Roig	Operaciones, Innovación y Data Sciences	ENG

There are no prerequisites for this course.

No specific previous knowledge is required to course participants.

Concept & theory sessions: 12h
Teaching case discussion: 6h
Guest speakers' sessions: 4,5h
Workshops: 1,5h
Final assignment presentation: 3h
Teaching case preparation: 12h
Course assignment preparation: 15h
Readings: 12h
Film & Media: 9h

"Digital Channels & Omni-Channel Strategy" course addresses the design and creation of customer experiences based on the interaction with digital channels and touch-points across the entire customer journey.

"Digital Channels & Omni-Channel Strategy" course addresses the design and creation of customer experiences based on the interaction with digital channels and touchpoints across the entire customer journey.

Students will learn on key components for a memorable experience design and a successful omni-channel strategy definition, leveraging digital channels with traditional ones through customer journey phases.
While keeping customer experience (CX) on the center of a rightful channel strategy definition, students will discover how to ideate, design, and prototype a digital product, by keeping in mind two main dimensions: customer cycle and digital touchpoints.
By considering customer cycle dimension, students will guide the customer through main phases of the customer journey and the sales process: market, sell and experience. In this context, they will learn on demand generation, digital marketing and search engine optimization techniques, defining a wining online sales strategy and managing conversion rates.
Regarding digital touchpoints dimension, students will learn how to manage key digital channels like mobile, online commerce, social networks, and extended reality (XR). By understanding key differentiating attributes of each channel, students will learn on how to define the most successful channel mix in a value proposal and its optimal pricing.

As the most powerful interaction channel with customer, mobile plays a key role in the course, as a powerful lever for intimate, personalized and data-driven experiences.

Online commerce and omni-channel also deserve special coverage, as key factors in the transformation of the shopping experience, and its impact on the overlapping of channels ("channel blurring?) and management implications.

Social media networks are presented as key elements to a soundful influence strategy and traffic attraction. This includes improving marketing campaigns of both existing products and new product launches by understanding techniques such as sentiment analytics and enabling technologies like MarTech.

Finally, the emergence of new frontiers of user experience, such as extended reality and the use of artificial intelligence, to provide "enriched" experiences that allow a more immersive and disruptive interaction, the basis of the new promise of the metaverse.

1. Session 1 - Customer Experience & Digital Touchpoints - Course introduction - Experience design - Digital touchpoint enablement - Omni-channel strategy - Customer Relationship Management - Building blocks & digital architecture

2. Session 2 - Customer Journey Design User Persona definition Customer Journey Map (CJM) Design Voice of the Customer (VoC) Net Promoter Score (NPS) and other CX KPIs

3. Session 3 - Digital Marketing Automation Gartner tool for Digital Mapping Phygital Transformation principles Campaign & Marketing Automation CRM examples: Salesforce & Hubspot CRM Real-time Simulation

4. Session 4.- Mobile Strategy & Experience Design Mobile-first as omni-channel enabler Mobile ecosystem & stack Players, operating systems and devices Mobile project: components Apps and development principles UX & Prototyping

5. Session 5 - Customer Relationship Management (CRM) Customer Information: 360º view on customer Customer Service Goals Main areas: Marketing, Sales, Service Channel Management Customer Data Platforms

6. Session 6 - Extended Reality & Metaverse Extended reality: Design of immersive experiences Technology fundamentals: AR, VR, MR Devices and interaction impact Metaverse and experiential worlds Identity and avatarization

7. Session 7 - Online Commerce Designing: Online Commerce Framework Implementing: Building blocks Platforms & players Managing: Profiles & Workflows Analyzing: Conversion funnel & metrics

8. Session 8.- Social Media & New Product Launch KAM for omnichannel global launches Media universe & Audience planning User Experience and Look & feel Social Media Strategy and metadverstising ¿ CRM & Data strategy Master approvals & Digital roll-out

9. Session 9.- Course Assignment Final Presentations Final course assignment is based on the definition, planning and development of a customer experience and digital channel strategy From session 2, each team will be working in this project for a company in which an omnichannel strategy is essential Teams will present their projects including: User Persona, CJM AS-IS, CJM TO-BE, PMO (implementation) proposals, Channel Strategy, CX KPIs and other volunteer items Storytelling and communication skills will also be evaluated

The course aims to offer a modular vision of the different parts of a user-centered digital experience and is structured in nine sessions.
The development of sessions will be based on a combination of conceptual framework introduction, teaching cases discussion, guest speakers' keynotes, practice workshops, as well as online resources and supporting readings.
In-class discussions are designed to illustrate real world applications of key digital strategy principles using critical thinking, analytical, problem-solving, and team-building skills.
The course challenges each group to effectively apply course concepts to the analysis of digital channel strategy definition

ASSESSMENT BREAKDOWN

- Designing Experiences (Columbia Business School Publishing), 2019. Rossman & Duerden.
- Orchestrating Experiences: Collaborative Design for Complexity, 2018. Risdon & Quattlebaum.
- Global Marketing Trends, 2021. Deloitte Report.
- The world's most valuable resource, 2017. The Economist.
- The CMO's guide for turning mayhem into momentum, 2021. IBM Consulting.
- Getting It Done in 2021, 2021. CMO Council.
- Building Mobile Apps at Scale, 2021. G. Orosz.
- E-Commerce Global 2021-22 (17th Edition) - K. Laudon.
- Ecommerce Evolved: The Essential Playbook To Build, Grow & Scale A Successful Ecommerce Business, Larsson, 2017.
- Experience on Demand: What Virtual Reality Is, How It Works, and What It Can Do, 2019 - J. Bailenson
- Navigating the Metaverse: A Guide to Limitless Possibilities in a Web 3.0 World. 2022. - Hackl

Films:
- The Great Hack (2019).
- The Social Dilemma (2020).
- Moneyball (2011).
- Bandersnatch - Black Mirror (2018).

Group	Teacher	Department
Year 1	Joan Ramon Mallart Coch	Operaciones, Innovación y Data Sciences
Year 1	Xavier Marlasca Roig	Operaciones, Innovación y Data Sciences