Customer Experience & Digital Marketing (English)

Focuses on macro issues such as market orientation, segmentation, targeting and positioning and their strategic implications within the context of customer, competitor and context analysis. Emphasizes analytical and managerial decision tools for creating competitive advantage, and the similarities and differences in domestic and global marketing. Also examines how digital transformation has influenced the role of analytics in today's hyper competitive organization. Also focuses on the micro topics used to execute and implement strategies learned in the first part of the course. Covers the marketing mix (4Ps), namely pricing, product, promotion and place, and examines how these tools could be used to add value to firms in an international setting, and how they could be effectively applied to create, price, communicate and deliver value to customers and important stakeholders using quantitative and qualitative analyses.