14 May to 15 May
The ongoing digitalisation of consumers’ everyday life (i.e. the consumption behavior) has increased the necessity for companies to better understand the potentials of digital instruments. The theory of a strict purchase funnel where consumers have a strict search, evaluation and purchase phase is blurring.
Decision has to be made with regard to:
1) what is my customer doing online and offline separately and simultaneously
2) what are the relevant information (i.e., price, product) and digital touch points (i.e., digital media) for product search, product evaluation and conversion
3) what are the relevant segments and
4) how should I target and position my brand within these segments.
With marketing as a strategic element to target the needs of customers, companies need to be aware of the opportunities but also pitfalls of digital strategies and tools. Therefore, it is crucial for companies to understand the different components of approaching consumers online and to understand how important “online” is for consumers.
The main objective of the two-day course is to rethink the customer journey with regard to an omni-channel experience, and to understand aspects of customer relationship management in the digital age. The aim is for participants to gain the ability to use different theoretical and practical insights in order to improve the processes of a company’s (digital) customer relationship management.
The structure of the course allows for information, inspiration and interaction. Classes consist of short lectures, hands-on group work built on participants’ real-life cases, and a competition between participants playing DigitalMediaPro – a simulation game.
At the end of this course, participants will get the ability to:
Associate Professor Dr. Marco Hubert
Department of Management – Marketing Section
Experienced in marketing management with a special interest in digital marketing, mobile commerce and consumer behavior.
DAY 1 – Customer Journey and Customer Relationship Management
08:30-09:00 Arrival and breakfast/introduction
09:00-10:30 Insights about the (digital) customer journey
10:30-10:40 Coffee break
10:40-12:15 Group work and in-class interaction
13:00-14:15 Customer relationship management in the digital age
14:15-14:30 Coffee break
14:30-16:00 Group work and In-class interaction
DAY 2 – DigitalMediaPro-Simulation
08:30-09:00 Arrival and breakfast
09:00-10:00 Briefing of simulation Game/Q&A
10:00-10:10 Coffee break
10:10-12:00 Playing the simulation: Round 1 and 2
12:30-14:15 Playing the simulation: Round 3 to 5
14:15-14:30 Coffee break14:30-16:00 In-class interaction and debriefing