(in Polish) Komunikacja omnichannel 2600-DMdz1KO
Introduction to the course
Marketing communication – key concepts
Brand communication and its evolution
Strategic brand concept (Insight, Benefit, RTB)
Verbal and visual brand presentation
Evolution of marketing communication
Multichannel vs Cross-channel vs Omnichannel
Omnichannel strategy fundamentals
Customer Journey in omnichannel perspective
CRM systems and communication integration
Role of Artificial Intelligence in marketing
Offline and online channel integration
Social media and content marketing
Measuring omnichannel effectiveness (KPIs, dashboards)
Case studies and implementation analysis
Current trends and scientific research
Course summary and written assessment
Type of course
Learning outcomes
Knowledge:
K_W03 – Advanced knowledge of methods and practices of digital technology implementation in international organisations.
K_W05 – Understanding complex technological, social, legal (including GDPR), ethical and economic factors influencing omnichannel strategies.
K_W06 – Advanced knowledge of digital transformation processes in marketing communication.
Skills:
K_U01 – Ability to apply management and marketing theory to diagnose and solve omnichannel integration problems.
K_U02 – Ability to interpret complex technological and regulatory processes affecting digital marketing.
K_U03 – Ability to use CRM, marketing automation and first-party data analytics tools.
K_U06 – Ability to professionally present omnichannel analyses in Polish and English.
K_U09 – Ability for continuous self-development in omnichannel marketing.
Social Competences:
K_K01 – Critical evaluation of digital technologies in marketing.
K_K02 – Recognition of the value of scientific research and expert consultation.
K_K04 – Entrepreneurial thinking in national and global markets.
Bibliography
Kotler et al. Marketing 5.0; Marketing 6.0.
Wiktor – Marketing Communication.
Mazurek – Digital Marketing Transformation.
Verhoef et al. – Omnichannel Retailing.
Brynjolfsson et al. – Competing in the Age of Omnichannel Retailing.
Shankar et al. – Customer Experience Management.
Lemon & Verhoef – Understanding Customer Experience.
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: