Students can explain different customer journey models. They can illustrate the key aspects of customer experience. They can elaborate on the principles of multidimensional sales and communication channels. They are able to define measures to integrate online and offline channels.

None

Customers encounter the selling company (brand, products, services) several times prior to the buying decision. In order to ensure the desired marketing success, the customer journey has to be designed accordingly.

• customer experience
• multidimensional sales and communication channels
• customer journey models

• Böckenholt I./ Mehn A./ Westermann A. (eds.) (2018): Konzepte und Strategien für Omnichannel-Exzellenz: Innovatives Retail-Marketing mit mehrdimensionalen Vertriebs- und Kommunikationskanälen. Springer Gabler.
  
• Kruse Brandão T./ Wolfram G. (2018): Digital Connection: Die bessere Customer Journey mit smarten Technologien - Strategie und Praxisbeispiele. Springer Gabler.
  
• van de Sand F. (2017): User Experience Identity: Mit Neuropsychologie digitale Produkte zu Markenbotschaftern machen. Springer Gabler.

Lecture, group work on case study

Module exam - see module description for details