This course carries the double title of Omnichannel and Digital Marketing. This double title reflects the grouping of two fields of study and practice which are interesting and substantial in them, but which are also connected and intertwined in developed high-tech economies.
From an omnichannel perspective this course is designed to understand how organisations develop offline & online marketing channels & strategies that may leverage value creation, market differentiation and competitive advantage. The following subjects will be discussed:
Determinants of channel strategy and design & multi-channel/omnichannel integration as a major tool of successful channel management
Customer experience management & store atmospherics and impact on buying behaviour
Retail branding challenges, retail promotion & retail pricing strategies
Channel relationships, channel conflict and coordination
Choosing the right marketing channel metrics
This part of the course will be built on co-creation by the students, as they will study the most recent research topics within omnichannel management through academic literature integration and presentation/discussion in class.
From a digital marketing perspective, the following subjects will be discussed:
Digital business models and concepts
E-commerce infrastructure (The Internet, Web, and Mobile Platform) & building a digital presence: web sites, mobile sites, and apps
Digital marketing and advertising concepts: social, mobile, and local marketing
Online content and media, social networks, auctions, and portals
This part of the course will be built on lectures (including one guest lecture).