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2020/2021 MA-MMFUV2017U Reaching and Engaging Digtal Customers
| English Title | |
| Reaching and Engaging Digtal Customers |
Course information |
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| Language | English |
| Course ECTS | 6 ECTS |
| Type | Elective |
| Level | Part Time Master |
| Duration | One Semester |
| Start time of the course | Spring |
| Timetable | Course schedule will be posted at calendar.cbs.dk |
| Min. participants | 10 |
| Max. participants | 30 |
| Study board |
Study Board for Master i
forretningsudvikling
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| Last updated on 25-08-2020 | |
Relevant links |
| Learning objectives | ||||||||||||||||||||||
In order to achieve the grade 12, the
participants must with none or few immaterial shortcomings meet the
following objectives:
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| This course will appeal to managers with responsibility for strategy, marketing, business development , innovation and brand management both in private and public sector organisations. Individuals involved in areas of digital transformation will also find it useful and relevant | ||||||||||||||||||||||
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Current Scenario Organisations, both public and private, strive to align their competencies and resources to build relationships with their customers, suppliers and wider ecosystem partners. These relationships deliver intrinsic benefits to reach multiple audiences, extend engagement and boost profitability. The Challenge However, the evolution of digital technologies, changing customer and consumer trends and proliferation of product, service and brand choice means that organisations must create meaningful digital relationships to engage with their customers and contributors. In a fast-paced and digitised environment, reaching and developing meaningful customer relationships require significant investment, effective marketing initiatives that deliver unparalleled value and proactive strategy aligned to organisational competencies that meet ‘on-demand’ customer needs. What we will explore The exponential growth of mobile, interactive and digital channels offer organisations opportunites to create interconnected experiences and opportunities for engagement. At the same time, digital customers are empowered, evermore connected and actively involved in the co-creation of products, services and experiences. In this course, we will explore the means and methods of reaching digital customers in a dynamic environment. With the advancement of digital technologies that create transparency, real-time communications and opportunities for mass personalisation, reaching digital customers becomes a strategic priority for organisations across industry sectors, including public sector institutions. |
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| Description of the teaching methods | ||||||||||||||||||||||
| This is a practical and applied course with
hands-on exercises and learning activities. Participants have the
opportunity to learn about current digital strategies and marketing
methods and techniques, underpinned by academic and practitioner
research. The course also offers participants the opportunity to
apply the learning to their own organisation and role.
The course is delivered over four days and is designed to help participants understand customer behaviours and aspirations and opportunities for enhancing reach and engagement through effective marketing initiatives. This course is designed to support participants in applying their learning, developing conversations with colleagues and working on guided and voluntary tasks related to their work context and customer engagement. This course is delivered by two academics with extensive research and training experience, working across 15 countries during the last decade. The course will use experiential learning methodologies, providing participants with an opportunity to explore, evaluate and debate key issues relevant to organisations and their customers. Using a team-teaching approach, the course leaders will use their own experiences of working and researching across multiple continents to illuminate key challenges and opportunities in the digital sphere. |
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| Feedback during the teaching period | ||||||||||||||||||||||
| Feedback will be available during lectures. | ||||||||||||||||||||||
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