Omnichannel Customer Management

1. Study cycle, Bachelor

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.

none

• 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

• 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

Portfolio

German

3

15

2.0

Blended Learning

3

Prof. (FH) Dr. Peter Dietrich

IBS.BBB.03.02

integrated lecture

Compulsory

none