Customer Journey & Omnichannel Distribution

Recommended Prerequisites

Not applicable.

Teaching Methods

A methodology will use the following components: i) oral presentation of the themes; ii) Case Study discussions; iii) Discussion of real life experiences; iv) Create a customer journey maps in order to have an know-how to do approach.

Grading will thus be based on a system that will assertain the theoritical knowledge, as well as the critical knowledge of problem solving and critical thinking and the pratical experience of knowing how to do.

Learning Outcomes

Understand how to bring a service or product to the market

• Evaluate a distribution /omnichannel strategy

• Problem solving approaches to distribution strategies in different sectors, at both local and international levels

• Select  an appropriate distribution/omnichannel strategy

• Implement an omnichannel strategy

 • Understand and create customer journey maps

• Understanding the customers persona

• Understand buyers goals

• Map customers touchpoints

• Identify customers pain points

• Identify and fix Roadblocks

• Update and Improve journey maps

• Understand and monitor Data and KPI’s important for the customer experience.

Work Placement(s)

No

Syllabus

1) Introduction to Modern Marketing Channels

2)Customer Focus

2.1) Segmentation and Personas

2.2) Customer Journey (goals;elements and the Process)

2.3) Customer Aquisition and Retention

2.4) Physical and Digital Experiencel

2.5) Phygital trend

3) Mesuring: Data, KPIs and Customer Jouney

4) Execution

4.1)Customer Journey KPi's e tactics

4.2)Implementing and Omnichannel structure.

Head Lecturer(s)

Susana Maria Palavra Garrido

Assessment Methods

Assessment
Periodic or by final exam as given in the course information: 100.0%

Bibliography

Managing Customer Experiences in an Omnichannel World: Melody of Online and Offline Environments in the Customer Journey. Taşkın Dirsehan. Emerald Publishing Limited, 26 Novembro 2020.