Laboratory "digital marketing in a customer-centric experience"

Customers are nowadays more empowered and they often lead, rather than just live, the shopping experience. Social networks, global marketplaces and effortless data access for consumers have accelerated the need for companies to focus more on a customer-centric approach. Technology can help on providing more insights on what potential customers are looking for but the biggest challenge is still aligning marketing and technical tools with the company marketing strategy. This laboratory aims to focus on the importance of building a company marketing strategy constantly referring to the customer point of view.

Students will be trained on how to apply new approaches to customer insight, storytelling to enhance brand experience, multichannel strategies to engage customers.