Course Details
Country:
Italy
Institution:
LUISS Guido Carli University
Course Title:
Digital Marketing Transformation and Customer Experience
Course Number:
ET02
Course Description:
The evolution of digital technology driven by the growth of connected devices, Internet of Things, and network connectivity is impacting society, consumer behaviours, customer experience and marketing strategies. A new era of ‘mass consumer-centricity’ driven by the ubiquity of connected technology requires brands and organisations to design new marketing strategies in complex omni-channel and omni-media environments where digital touch-points rapidly increase and integrate with physical touchpoints. In this scenario, brands ought to transform themselves into intelligent services connected to our everyday life, able to adapt to the customer’s behavioural patterns. In all sectors, from automotive to insurance, education, health, home life, cities and work-places, brands will match consumers’ cultural and commercial expectations and, ultimately, improve their lives. In this context, social media strategies will take a key role in building brand-stakeholders relationships and communicating with consumers, facilitating interactivity and personalization. Students will be engaged in exploring the technological-social-marketing evolution occurring
Language:
English
Approved Equivalent:
MKTG 315
Attachment Files:
