Search results for: 'Online'
Six steps to an omnichannel company MK2-152-I-M
The customer journey is a 6-stage process that follows a potential customer through every touch point they have with your brand.
The six stages are: Awareness; 0 Moment of Truth (0 MOT); Evaluation; 1st Moment of Truth; 2nd Moment of Truth and Loyalty and Advocacy. In this multimedia students will be shown a potential customer experience each of these stages as she goes in search of a little black dress. Along with this, they will read a detailed explanation of both how to ensure any customer is kept happy in that stage, and which digital channels you can use to target them.
They will complete the multimedia by completing a customer journey mapping exercise on a downloadable excel, where they have to predict the emotions felt and the channels required in each stage of the customer journey.Academic Area:Marketing & Communications
Digital Marketing, Social Media and Mobile Marketing … MK2-153-I-M
In this technical note, students will get an introduction to key concepts in digital marketing, social media and mobile marketing. It should serve as an introduction to the topic that they can refer to throughout their studies to refresh key ideas and concepts.
Through the multimedia, they will be able to read the technical information on the right side of the screen while, on the left side of the screen, they will scroll through an example. This will be presented through Maria and her journey through the different digital marketing channels while looking for a hotel in India.
The example will be the more visually appealing part of the multimedia, presented through pictures and videos. At the end of the technical note, there will be an interactive exercise that the students can do as a series of quizzes where they can earn badges that display everything they have learned throughout the material.
Since the example relates to the hotel in India, the material will have a Bollywood theme throughout.Academic Area:Marketing & Communications
PayForaPresent.com: Consumer Behavior & Expansio … MK1-155-I
Dana Melosto has to consider the core benefits that PayForAPresent.com (her on-line wedding registry) provides to its consumers. Based on these, she has to decide between three different expansion opportunities. Expand the wedding registry business to Spain, to Mexico, or open a crowd funding business in the US. She also then has to decide on how to implement her choice, taking into consideration aspects of consumer behavior and psychology.Academic Area:Marketing & Communications
Digital Marketing Tools MK2-104-I-M
Digital Marketing Tools is an interactive tutorial which introduces students to the most important techniques of online marketing. An interactive infographic shows the different areas of marketing and their applications in the digital world.
A final exercise challenges the students to elaborate their own digital marketing plan. A podcast with additional comments from the author complements the tutorial and gives it a personalized point of view.Academic Area:Marketing & Communications