Visualization and Personalization of the Products 2600-DMdzWPPkf
The aim of this course is to familiarize students with modern technologies and strategies used in the virtualization and personalization of products and services in the digital environment. Students will acquire the knowledge and skills necessary to design, implement, and optimize marketing solutions based on data, automation, and user interaction.
1. Introduction
• Course outline
• Assessment criteria
2. Customers in the virtual world
• Neurobiology and psychology of purchasing decisions in the virtual world.
• Data-driven marketing and users' "digital body language."
• Heuristics, cognitive biases, and noise in consumer data analysis.
• Dynamic psychographic and behavioral segmentation as a foundation for hyperpersonalization.
• International case studies of companies such as Netflix and Spotify, compared with examples from the Polish market.
3. Situational perspective and real-time interactions
• Category entry points and micro-moments of brand interaction.
• Cost categories for customers in the digital world. • Digital fatigue and customer pain points as a challenge for personalization.
• Strategies for real-time content personalization and recommendations.
• International case studies of companies such as Google and Sephora, compared with examples from the Polish market.
4. Product virtualization and personalization
• VR, AR, and interactive configurators in marketing.
• The spectrum of physical-digital interfaces and their impact on the customer experience.
• Digitally enriching products and connecting them with physical attributes.
• Product hyper-personalization and the "single customer segment."
• Predictive product management and digital-based business models.
• International case studies of companies such as IKEA and Nike, compared with examples from the Polish market.
5. Metamarketing and immersive customer experiences
• Metamarketing as a synergy of experiences, environment, and technology.
• Levels of experience personalization: information – interaction – immersion.
• Coordinating immersive experiences that connect the physical and digital worlds. • Multisensory experiences and their role in marketing.
• Key metamarketing technologies: IoT, AI, robotics, VR, and AR.
• New roles and structures within the company supporting the implementation of immersive experiences.
• International case studies of companies such as Disney and Volvo, paired with examples from the Polish market.
Type of course
Course coordinators
Learning outcomes
Upon completion of the course, the student:
In terms of knowledge:
• K_W03 has to an advanced degree knowledge of product virtualization processes and their importance in marketing strategies, and is familiar with digital tools supporting the creation and management of products in the online environment.
• K_W06 understands the mechanisms of personalizing products and services based on consumer data, and is familiar with the principles of segmentation and user profiling in the context of digital marketing.
• K_W07 is familiar with current trends and technologies used in digital marketing, including artificial intelligence, machine learning, and automation of personalization processes.
In terms of skills:
• K_U04 can analyze user needs and design personalized product solutions using digital tools, taking into account business goals and market expectations.
• K_U07 can apply knowledge of product virtualization and personalization to create marketing campaigns using analytical data and automation tools. • K_U08 is able to evaluate the effectiveness of implemented personalization and virtualization solutions using data analysis methods.
In terms of social competences:
• K_K03 is ready to critically evaluate the impact of personalization on user privacy and the ethical aspects of using data in digital marketing.
• K_K04 demonstrates initiative in seeking innovative solutions for product virtualization and is able to work collaboratively on implementation projects.
• K_K05 understands the need for continuous professional development in the dynamically changing digital marketing environment and is able to independently acquire knowledge and update skills.
Assessment criteria
Learning outcomes will be verified on an ongoing basis through tasks performed by participants during classes and at the end as part of project presentations.
Graded credit
• Class attendance 30%
• Class participation 30%
• Group project preparation 40%
Practical placement
On-site meetings according to the schedule of classes
Bibliography
Basic bibliography:
• Kotler, P., Kartajaya, H., Setiawian, I. (2024). Marketing 6.0. Przyszłość jest immersyjna. Warszawa: MT Biznes.
Additional bibliography:
• Kotler, P., Kartajaya, H., Setiawian, I. (2021). Marketing 5.0. Technologie Next Tech. Warszawa: MT Biznes.
• Christensen, C., Hall, T., Dillon, K., Duncan, D. S. (2016). Nie licz na szczęście. Opowieść o innowacjach i wyborach klientów. Warszawa: MT Biznes.
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: