Master 2020/2021

Omni-channel customer relationship in the fashion industry. CRM for fashion

Category 'Best Course for Career Development'

Category 'Best Course for Broadening Horizons and Diversity of Knowledge and Skills'

Category 'Best Course for New Knowledge and Skills'

Type: Elective course (Management and Marketing in Fashion Industry)

Area of studies: Management

Delivered by: Department of Marketing

Where: Graduate School of Business

When: 1 year, 3, 4 module

Mode of studies: offline

Instructors: Alexander Manin, Andrei Starkov

Master’s programme: Management and Marketing in Fashion Industry

Language: English

ECTS credits: 4

Contact hours: 32

Course Syllabus

Abstract

The course "Omnichannel marketing and CRM in fashion" consists of two blocks: the first one covers omnichannel marketing approach, and the second one covers the concept of customer relationship management (CRM). The first part discusses such topics as the notion of omnichannel approach in sales, marketing and strategy, customer experience and customer decision making process in an omnichannel environment. The second part is devoted to the questions of what customer relationship management is, who needs it and why, how to love your customers right, what are the types of loyalty programs, what role does personalization play and finally what CRM solutions are typical for a particular market. The course was developed with the industrial specifics of the fashion markets in mind.

Learning Objectives

• The goal of the course is to teach students an omnichannel approach in marketing and the concept of customer relationship management, and how both can be applied by companies working in the fashion sector.

Expected Learning Outcomes

• Understand the essence of omnichannel marketing: its advantages and disadvantages compared to other marketing approarches
• Obtain the skills of developing omnichannel strategic solutions and integrated communication strategies in the fashion market
• Be able to use the customer journey map methodology to design and manage the omnichannel experience
• Be aware of sales funnel models and how they can be built and managed
• Understand of the basic concepts in the field of customer relationship management
• Master a critical vision of how to love your clients right and which clients to love
• Be able to analyse industrial business cases of implementing loyalty programs and personalisation
• Understand what customer data and analytics can be used within CRM for fashion

Course Contents

• Omnichannel strategy
  Two levels of omnichannel strategy: changing the business model and changing the marketing organisation; Integrated marketing communications and omnichannel sales; Devising the omnichannel strategy in fashion
• Omnichannel approach
  Omnichannel and multichannel approaches in marketing; Omnichannel marketing enablers and drivers; Omnichannel approach in fashion: What? How? Why? Benefits and concerns
• Omnichannel customer experience
  Customer journey mapping; Designing the omnichannel customer experience in fashion
• Sales funnels and content marketing
  Sales funnels as go-to-market tool; Content creation for multiple sales funnels and channels
• What is CRM? Who needs it and why?
  What is CRM?; 3 main blocks of CRM; CRM continuum; Who benefits from CRM and how?; Features of RM in fashion industry
• How to love your clients right?
  Customer satisfaction and loyalty; Loyalty measurement problems; Loyalty myths; Loyalty vs relevance; How to love your customers right?
• Loyalty programs and personalisation in fashion industry
  Do loyalty programs increase loyalty?; Loyalty programs - easy to start but hard to stop; LP in fashion industry; Personalisation: drivers and barriers; Personalisation tools in fashion industry
• CRM solutions for fashion industry
  Customer data and analytics in fashion industry; CRM IT-solutions for fashion industry; Future of CRM in fashion industry

Assessment Elements

• Participation incl. quizzes, tests etc.
  Students will be encouraged to actively participate in class discussions online, challenge each other and the lecturer and be prepared to defend their own arguments and participate in interactive elements of the course. The teacher assesses the participation of students in lectures and their performance at seminars.
• Special tasks
  Students will be divided into groups to prepare and present projects for certain topics and business cases. Each team will have an opponent to work against and answer or ask questions.
• Exam
  The exam takes the form of a test consisting of 10 closed-ended questions and 2 open-ended questions. Students will have 80 minutes to complete the exam. The answers has to be uploaded to the StartExam just on time.

Interim Assessment

• Interim assessment (4 module)
  0.4 * Exam + 0.3 * Participation incl. quizzes, tests etc. + 0.3 * Special tasks

Bibliography

Recommended Core Bibliography

• Advertising and promotion : an integrated marketing communications perspective, Belch, G. E., 2004
• Creating customer delight : the how and why of CRM, Seth, R., 2005

Recommended Additional Bibliography

• Clow, K. E., & Baack, D. (2018). Integrated Advertising, Promotion, and Marketing Communications, Global Edition (Vol. Eighth edition ; Global edition). Harlow: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1613746