Digital Marketing - Rethink the (Digital) Customer Journey

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.

About the course

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.

Take-aways

At the end of this course, participants will get the ability to:

  • understand consumers’ decision-making with and within digital environments
  • utilise a range of digital media
  • use digital media channels for communication and customer relationship management
  • improve the digital interaction with consumers and the company’s digital customer relationship management
  • simulate a communication campaign with the use of a well-known market simulation and to apply the acquired concepts
Who should attend?
The course is mainly for participants with experiences in B2C or retailing.
 
Primary target group of the course are participants with general interest in digital marketing, digital media, customer relationship management No concrete prior knowledge is needed - except some background in marketing management and market communication.
 
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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.

Programme

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

12:15-13:00 Lunch

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

12:00-12:30 Lunch

12:30-14:15 Playing the simulation: Round 3 to 5

14:15-14:30 Coffee break

14:30-16:00 In-class interaction and debriefing

    Course

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