Omnichannel Customer Management
Niveau
1. Study cycle, Bachelor
Learning outcomes of the courses/module
The students:
• understand the importance of omnichannel marketing in order to win over 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 company success.
• can link digital and physical communication and distribution channels.
• know how to apply the concept of customer journeys and integrate them into omnichannel strategies.
• understand the importance of omnichannel marketing in order to win over 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 company success.
• can link digital and physical communication and distribution channels.
• know how to apply the concept of customer journeys and integrate them into omnichannel strategies.
Prerequisites for the course
none
Course content
• Theoretical and practical fundamentals of the omnichannel ecosystem
• Interaction between omnichannel and corporate strategy
• Customer behavior, customer analysis and customer journey
• Omnichannel strategies in connection with a company's marketing mix
• Interaction 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 the current edition)
• von Gizycki, Vittoria (eds.): Omnichannel Branding – Digitalisierung als Basis erlebnis- und beziehungsorientierter Markenführung. Springer (in the current edition)
• Ramadan, Shady: OmniChannel Marketing – the Roadmap to Create and Implement Omnichannel Strategy For Your Business. Independent (in the current edition)
• 1-2 current articles from professional journals
• von Gizycki, Vittoria (eds.): Omnichannel Branding – Digitalisierung als Basis erlebnis- und beziehungsorientierter Markenführung. Springer (in the current edition)
• Ramadan, Shady: OmniChannel Marketing – the Roadmap to Create and Implement Omnichannel Strategy For Your Business. Independent (in the current edition)
• 1-2 current articles from professional journals
Assessment methods and criteria
Portfolio
Language
German
Number of ECTS credits awarded
3
Share of e-learning in %
15
Semester hours per week
2.0
Planned teaching and learning method
Blended Learning
Semester/trimester in which the course/module is offered
3
Name of lecturer
Prof. (FH) Dr. Peter Dietrich
Academic year
Key figure of the course/module
IBS.BBB.03.02
Type of course/module
integrated lecture
Type of course
Compulsory
Internship(s)
none