Omnichannel Customer Management
Niveau
1st study cycle, Bachelor
Learning outcomes of the courses/module
The participants:
• understand the importance of omnichannel marketing for retaining customers with their constantly changing requirements for the company in the long term.
• know the positive effects that using the right marketing channels has on brand and corporate success.
• can link digital and physical communication and distribution channels.
• know how to apply the customer journey concept and integrate it into omnichannel strategies.
• understand the importance of omnichannel marketing for retaining customers with their constantly changing requirements for the company in the long term.
• know the positive effects that using the right marketing channels has on brand and corporate success.
• can link digital and physical communication and distribution channels.
• know how to apply the customer journey concept and integrate it into omnichannel strategies.
Prerequisites for the course
None
Course content
• Theoretical and practical fundamentals of the omnichannel ecosystem
• Interplay between omnichannel and corporate strategy
• Customer behavior, customer analysis, and customer journey
• Omnichannel strategies in connection with a company's marketing mix
• Interplay between omnichannel and corporate strategy
• Customer behavior, customer analysis, and customer journey
• Omnichannel strategies in connection with a company's marketing mix
Recommended specialist literature
• Böckenholt, Ingo; Mehn, Audrey; Westermann, Arne: Konzepte und Strategien für Omnichannel-Exzellenz – Innovatives Retail-Marketing mit mehrdimensionalen Vertriebs- und Kommunikationskanälen. Springer (in der aktuellen Auflage)
• von Gizycki, Vittoria (Hrsg.): Omnichannel Branding – Digitalisierung als Basis erlebnis- und beziehungsorientierter Markenführung. Springer (in der aktuellen Auflage)
• Ramadan, Shady: OmniChannel Marketing – the Roadmap to Create and Implement Omnichannel Strategy For Your Business. Independent (in der aktuellen Auflage)
• 1-2 aktuelle Aufsätze aus Fachzeitschriften
• von Gizycki, Vittoria (Hrsg.): Omnichannel Branding – Digitalisierung als Basis erlebnis- und beziehungsorientierter Markenführung. Springer (in der aktuellen Auflage)
• Ramadan, Shady: OmniChannel Marketing – the Roadmap to Create and Implement Omnichannel Strategy For Your Business. Independent (in der aktuellen Auflage)
• 1-2 aktuelle Aufsätze aus Fachzeitschriften
Assessment methods and criteria
Portfolio assessment
Language
German
Number of ECTS credits awarded
3
Semester hours per week
Planned teaching and learning method
Blended learning
Semester/trimester in which the course/module is offered
3