Cross-Channel Management
Dozent:innen: Prof. Dr. Oliver EmrichKurzname: Cross-Channel
Kurs-Nr.: 03.996.4320
Kurstyp: Vorlesung/Übung
Inhalt
The coordination of different communication and distribution channels has become one of the most important challenges in management. Companies increasingly invest into building up new departments that interlink interdisciplinary managerial functions such as marketing, sales, strategy, and information technologies. The change process in companies is known as “multi-channel”, “cross-channel”, or “omni-channel” management and denotes a) the optimization of the overall channel performance by accounting for potential channel conflicts, b) the seamless channel coordination of retail mix instruments for customer acquisition, retention, and development, and c) the strategic and operational integration of marketing-, sales-, service-, and logistic activities in the physical and digital retail environment. The course will prepare students for managerial positions in this growing field.The course covers cross-channel management topics such as strategy & positioning, segmentation & targeting, customer experience management, retail mix integration, and personalization. The course takes the managerial perspective on measuring and managing customer equity as the central driver for performance optimization and disentangles potential conflicts in steering customers across channels successfully. Students will learn how to manage relationships with customers by 1) understanding and designing customer journey experiences, 2) integrating and analyzing data from various channel sources, and 3) personalizing digital environments according to individual customer attributes. In the evolving new data-rich retail environment, managers are increasingly challenged to use empirical insights which requires high methodological competences. In this course, students will learn to know and conceptually apply experimental research methods to conduct field experiments in companies. This course will also discuss how consumers perceive different channels and how their behavior can be influenced. The course outlines future developments in artificial intelligence and their implications for retailing.
Students
- learn to know managerial concepts of cross-channel management
- understand consumer behavior in the interaction between physical and digital environments
- conceptually apply experimental methods for field experiments in companies
- discuss developments in technologies and artificial intelligence
Termine
| Datum (Wochentag) | Zeit | Ort |
|---|---|---|
| 31.10.2023 (Dienstag) | 12:15 - 13:45 | 00 221 HS II 1121 - Haus Recht und Wirtschaft II |
| 07.11.2023 (Dienstag) | 12:15 - 13:45 | 00 221 HS II 1121 - Haus Recht und Wirtschaft II |
| 08.11.2023 (Mittwoch) | 12:15 - 13:45 | 00 221 HS II 1121 - Haus Recht und Wirtschaft II |
| 14.11.2023 (Dienstag) | 12:15 - 13:45 | 00 221 HS II 1121 - Haus Recht und Wirtschaft II |
| 15.11.2023 (Mittwoch) | 12:15 - 13:45 | 00 221 HS II 1121 - Haus Recht und Wirtschaft II |
| 21.11.2023 (Dienstag) | 12:15 - 13:45 | 00 221 HS II 1121 - Haus Recht und Wirtschaft II |
| 22.11.2023 (Mittwoch) | 12:15 - 13:45 | 00 221 HS II 1121 - Haus Recht und Wirtschaft II |
| 28.11.2023 (Dienstag) | 12:15 - 13:45 | 00 221 HS II 1121 - Haus Recht und Wirtschaft II |
| 29.11.2023 (Mittwoch) | 12:15 - 13:45 | 00 221 HS II 1121 - Haus Recht und Wirtschaft II |
| 05.12.2023 (Dienstag) | 12:15 - 13:45 | 00 221 HS II 1121 - Haus Recht und Wirtschaft II |
| 06.12.2023 (Mittwoch) | 12:15 - 13:45 | 00 221 HS II 1121 - Haus Recht und Wirtschaft II |
| 12.12.2023 (Dienstag) | 12:15 - 13:45 | 00 221 HS II 1121 - Haus Recht und Wirtschaft II |
| 13.12.2023 (Mittwoch) | 12:15 - 13:45 | 00 221 HS II 1121 - Haus Recht und Wirtschaft II |
| 19.12.2023 (Dienstag) | 12:15 - 13:45 | 00 221 HS II 1121 - Haus Recht und Wirtschaft II |
| 20.12.2023 (Mittwoch) | 12:15 - 13:45 | 00 221 HS II 1121 - Haus Recht und Wirtschaft II |
| 09.01.2024 (Dienstag) | 12:15 - 13:45 | 00 221 HS II 1121 - Haus Recht und Wirtschaft II |
| 10.01.2024 (Mittwoch) | 12:15 - 13:45 | 00 221 HS II 1121 - Haus Recht und Wirtschaft II |
| 16.01.2024 (Dienstag) | 12:15 - 13:45 | 00 221 HS II 1121 - Haus Recht und Wirtschaft II |
| 17.01.2024 (Mittwoch) | 12:15 - 13:45 | 00 221 HS II 1121 - Haus Recht und Wirtschaft II |
| 23.01.2024 (Dienstag) | 12:15 - 13:45 | 00 221 HS II 1121 - Haus Recht und Wirtschaft II |
| 24.01.2024 (Mittwoch) | 12:15 - 13:45 | 00 221 HS II 1121 - Haus Recht und Wirtschaft II |
| 30.01.2024 (Dienstag) | 12:15 - 13:45 | 00 221 HS II 1121 - Haus Recht und Wirtschaft II |
| 31.01.2024 (Mittwoch) | 12:15 - 13:45 | 00 221 HS II 1121 - Haus Recht und Wirtschaft II |
| 06.02.2024 (Dienstag) | 12:15 - 13:45 | 00 221 HS II 1121 - Haus Recht und Wirtschaft II |
| 07.02.2024 (Mittwoch) | 12:15 - 13:45 | 00 221 HS II 1121 - Haus Recht und Wirtschaft II |