Scribd
Upload
3 views

Intro

The course in Omnichannel Marketing aims to equip students with the skills to design and implement strategies that enhance customer experiences and promote sustainable business growth by integrating digital and traditional marketing channels. It covers learning objectives such as defining omnichannel marketing, analyzing customer interactions, and applying digital tools, while also emphasizing the importance of sustainability and ethical practices. The evaluation includes project work, a final exam, and class participation, with a focus on real-world applications and case studies.

Uploaded by

mireskandarismiamirhosein78
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
3 views

Intro

The course in Omnichannel Marketing aims to equip students with the skills to design and implement strategies that enhance customer experiences and promote sustainable business growth by integrating digital and traditional marketing channels. It covers learning objectives such as defining omnichannel marketing, analyzing customer interactions, and applying digital tools, while also emphasizing the importance of sustainability and ethical practices. The evaluation includes project work, a final exam, and class participation, with a focus on real-world applications and case studies.

Uploaded by

mireskandarismiamirhosein78
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 25

Introduction to the

Course in
OmniChannel
Marketing
Andrea Ganzaroli
Department of Economics and Management “Marco Fanno”
University of Padua
andrea.ganzaroli@unipd.it
Outline

• About Me
• Aim and structure of the course
• Why Study Omnichannel Marketing
• Learning objectives
• Rules of the game
About Me: Academic
Background and
Experience
• Graduated in Statistics at the University of
Padua.
• Ph.D. at Erasmus School of Management,
Rotterdam, specializing in Trust Management
in Digital Platform.
• More than 20 years at the University of Milan
• PI for the Milan unit in the H2020 project on
Smart Tourism;
• 1 ½ year at the University of Padua
• Teaching Experience:
• Digital Marketing;
• Environmental Management.
• Strategies for Growth.
About Me: Professional
Experience
• Co-Founder of AcinoNobile: A
vlog focused on Italian wine
culture, blending digital
storytelling with cultural
education.
• Co-Founder of A4Smart: A
start-up specializing in
technology solutions to enable
visually impaired individuals to
access and enjoy tourist
destinations.
Aim of the Course

Equip students with the knowledge, tools, and critical thinking skills
necessary to design and implement omnichannel marketing strategies
that enhance customer experiences while driving sustainable business
growth. By integrating digital and traditional marketing channels,
students will learn to create cohesive, efficient, and socially
responsible marketing systems that align with the principles of
sustainability and ethical business practices.
Learning Objectives
• Define omnichannel marketing and explain its role in enhancing customer experiences and business growth.
• Examine customer interactions across channels to design strategies that drive seamless and effective
engagement.
• Develop cohesive marketing strategies that integrate multiple channels to deliver consistent, value-driven,
and sustainable customer experiences.
• Evaluate and apply digital tools and emerging technologies to enable sustainable and effective omnichannel
operations.
• Use data and analytics to assess and improve the effectiveness of omnichannel strategies, including key
performance and sustainability metrics.
• Address privacy, ethics, and logistical complexities in designing responsible and sustainable marketing
systems.
• Create actionable solutions for industry-specific challenges through project-based learning and case studies.
Learning Outcomes
• Ability to design and implement omnichannel marketing strategies that align with business objectives and customer
needs.
• Skill in analyzing and mapping customer interactions across channels to identify pain points and opportunities for
improvement.
• Knowledge of key digital tools and emerging technologies (e.g., CRM, AI, IoT) and their application in omnichannel
marketing.
• Competence in collecting, integrating, and analyzing data to evaluate the performance of omnichannel strategies and
optimize outcomes.
• Capability to incorporate sustainability principles into marketing strategies, balancing business goals with environmental
and social responsibilities.
• Ability to address operational, ethical, and logistical challenges in omnichannel systems through innovative solutions.
• Strength in articulating marketing strategies and collaborating with peers on project-based tasks and real-world scenarios.
• Skill in assessing the effectiveness of marketing initiatives, including their impact on customer satisfaction and
sustainability goals.
Pre-Course Knowledge and Skills
• Marketing Basics: Core concepts like the 4Ps, customer segmentation, and the marketing
funnel.
• Consumer Behavior: Basic understanding of how consumers make decisions and interact
with brands.
• Digital Marketing Foundations: Familiarity with social media, email marketing, and SEO.
• Business Strategy: Awareness of how marketing aligns with organizational goals.
• Data Awareness: Basic skills in interpreting business metrics and analytics.
• Sustainability Concepts: Understanding the role of businesses in addressing environmental
and social challenges.
• Technology Familiarity: Comfort using digital tools like CRM software or e-commerce
platforms.
Why Study OmniChannel Marketing
Google Trend:
Omnichannel
Marketing
Few Statistics on Consumer Behavior
• 7 out of 10 retail shoppers use multiple channels in their shopping journey
(HBR Review);
• Marketers operating three or more channels have a 494% higher order rate
than single-channel campaign (Omnisend);
• Omnichannel adoption boosted Zara’s digital sales by 74%
• Companies with powerful omnichannel customer engagement witness a 9.5%
YoY increase in annual revenue;
• 89% shoppers in 2024 use nearly 6 touch-points on average with half of the
consumers using more than four regularly.
• Omnichannel strategies drive an 80% higher rate of incremental store visits
(Google)
Job opportunities

42% of retail executives spend up to half of


their marketing budget on omnichannel
initiatives.
Employers are increasingly seeking skills in
customer journey mapping, data analytics, and
CRM systems to support omnichannel
initiatives. (LinkedIn Jobs)
Course Evaluation
Breakdown: Attending
Students
• Your final grade will be based on the following:
• 60% Project Work
• Group project
• Milestones throughout the course with a final
presentation and report
• 30% Final Exam
• The final exam will consist of 3 open-ended questions
• Focused on applying key concepts learned in the course
• 10% Class Participation
• Active participation in class discussions and group
activities
• Engaging with peers and contributing to collaborative
learning
Project Work: Designing the Future of Smart
Products
• Imagine a world where smart products seamlessly integrate into our daily
lives—connecting with us, other devices, and the brands that create
them.
• Your task is to:
1. Select a smart product (real or hypothetical) that connects users to its
ecosystem (e.g., smart fridge, fitness tracker, or thermostat).
2. Design an omnichannel marketing strategy that enhances the customer
experience by:
• Integrating online and offline channels.
• Leveraging the product’s connected features.
• Promoting sustainable use.
Project Deliverables

• Week 4: Product Selection and Customer Journey Analysis;

• Week 5: Draft Omnichannel Strategy for Feedback

• Week 7: Final Presentation


Week 4: Product Selection and Customer
Journey Analysis

• Objective: Understand the product and its current customer experience.


• Deliverable:
• A brief description of the chosen smart product (real or hypothetical).
• A customer journey map highlighting key touchpoints, pain points, and areas for
improvement.
• Format: 3-5 minute presentation with 1-2 slides.
Week 5: Draft Omnichannel Strategy for
Feedback
• Objective: Outline your strategy and gain feedback for refinement.
• Deliverable:
• An initial omnichannel strategy that integrates:
• Channels (online/offline).
• Ideas leveraging the product’s smart features.
• Sustainability considerations.
• High-level implementation plan with timelines.
• Format: 5-7 minute presentation with slides.
Week 7: Final Presentation
• Objective: Present a comprehensive omnichannel strategy.
• Deliverable:
• Updated customer journey map showing improvements.
• Full omnichannel marketing strategy, highlighting:
• Channel integration.
• Use of the product’s connectivity and smart features.
• Sustainability initiatives (e.g., eco-friendly practices, energy efficiency).
• Performance Metrics (KPIs): Measurable outcomes for success.
• Implementation Plan: Detailed timeline and action steps.
• Format: 10-minute formal presentation with visuals and Q&A.
Course Evaluation
Breakdown: Non-attending
Students
• Your final grade will be based on the following:
• 60% Write a 10-page essay on a case study that applies key
concepts learned during the course.
• Analyze a specific business scenario.
• Demonstrate an understanding of omnichannel marketing principles.
• Incorporate sustainability, customer journey mapping, and channel
integration.
• Propose actionable recommendations based on course concepts.

• 40% Final Exam


• The final exam will consist of 3 open-ended questions
• Focused on applying key concepts learned in the course
Follow Me
Group Project Assistance
• For your questions about the group project, you can reach Ali from this
email: alikagan.ozcan@phd.unipd.it
Ice-Breaking Task: Exploring
Omnichannel Marketing
• Think of a personal experience where you interacted with a brand across
multiple channels (e.g., online, mobile app, physical store).
• Write down:
• The product or service you engaged with.
• The channels you used (e.g., website, app, in-store, social media).
• What made the experience seamless or disjointed?
• How could the brand improve the experience?
Answer the following questions
• How does segmentation impact omnichannel marketing?
• Why is understanding the customer journey critical in omnichannel marketing?
• What role does SEO play in an omnichannel marketing approach?
• How can branding remain consistent across all channels in an omnichannel
approach?
• Why is tracking customer lifetime value (CLV) important in omnichannel marketing?
• What are the critical issues companies need to address when aligning omnichannel
strategies with sustainable development? How can they mitigate these challenges?
• What other technologies might enhance the customer experience in omnichannel
marketing?

You might also like

pFad - Phonifier reborn

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


Alternative Proxies:

Alternative Proxy

pFad Proxy

pFad v3 Proxy

pFad v4 Proxy