Omnichannel Retailing & Digital Market.

Faculteit Economie en Bedrijfskunde
Jaar 2020/21
Vakcode EBE041A05
Vaknaam Omnichannel Retailing & Digital Market.
Niveau(s) post-initieel
Voertaal Nederlands
Periode semester I b
ECTS 5
Rooster rooster

Uitgebreide vaknaam Omnichannel Retailing and Digital Marketing
Leerdoelen Upon completion of this course the student is able to:
1. Understand and explain theory with regard to omni-channel marketing and discuss the relevant developments in the most important sales and communication channels.
2. Develop an omni-channel strategy to create value for customers as well as the firm.
3. Indicate how customers use multiple channels in their orientation and purchase journey and how that affects customer experience and purchase behavior.
4. Understand the use of big data and analytics to create successful digital marketing strategies.
5. Describe which digital marketing tactics can be used to attract and retail customers and how these tactics can be evaluated.
6. Present (in writing and orally) relevant information with regard to the main course topic in a logical and convincing way.
Omschrijving Due to the rise of Internet an important part of the customer decision making process (e.g. the customer journey) nowadays takes place via digital channels (e.g. internet, social media, websites) as well as the traditional channels (stores). Brand manufacturers and retailers have to develop a pro-active channel management strategy to respond to the new customer journey.
Uren per week 3
Onderwijsvorm -gastcollege ,  -hoorcollege ,  -werkcollege
Toetsvorm -groepsopdracht,  -individuele opdracht,  -verplichte aanwezigheid
Vaksoort executive master
Coördinator prof. dr. L.M. Sloot
Docent(en) Samir Selimi, MSc ,prof. dr. L.M. Sloot
Verplichte literatuur
Titel Auteur ISBN Prijs
Omnichannel in Retail, het antwoord op e-commerce Ossel, Gino van 9789401416702 ca. €  30,00
Several academic articles
Entreevoorwaarden Finished bachelor program, at least four years of professional work experience and a senior management job in the food and/or retail industry.
Opmerkingen For more information, please check out the website: www.rug.nl/ugbs-emba or contact the coordinator: sloot@efmi.nl, ++31(0)35 303 7777 or secretariat: ramdien@efmi.nl
Opgenomen in
Opleiding Jaar Periode Type
Executive MBA 2 semester I b verplicht