ADVANCED MARKETING Introduction A.A. 2015-16 cristiano ...€¦ · CRISTIANO NORDIO Cristiano...
Transcript of ADVANCED MARKETING Introduction A.A. 2015-16 cristiano ...€¦ · CRISTIANO NORDIO Cristiano...
ADVANCED MARKETING A.A. 2015-16
Introduction
cristiano.nordio[at]unipd.it
CRISTIANO NORDIO Cristiano Nordio coaches SMEs and networks of companies to grow through the
use of Business Modeling, and strategic and digital marketing, in the capacity as consultant, lecturer and Temporary Management.
His background comprises a diploma in information technology, a degree in statistics and economics, a master ’s in marketing and a Ph.D. in business administration. He has been an entrepreneur in the areas of event organisation and web services.
He has been working as an international marketing consultant for the European Commission for 10 years. He has run the blog 4marketing since 2005 and applies his wealth of experience (and knowledge) in the frogmarketing freelance network, of which he is a founding member.
For the rest there is Google.
THE LAB
Increase your ability to find the right marketing tool in order to create value for your customers/clients using the customer experience journey mapping
Every Tuesday starting from the 3th of November the class will move to the computer room, Via Ugo Bassi, 1, 2° floor
We will apply the concepts acquired during the theoretical part of the course
OBJECTIVE
The aim of the course is to answer the question: How to crate value starting from customer experience journey map design?
and Apply the knowledge covered in introductory marketing theory
CX JOURNEY WHAT?
https://vimeo.com/78554759
TEXTBOOK ALSO AVAILABLE AS E-BOOKS
Outside In
By Harley Manning and Kerry Bodine
(attendees and non attendees)
Visit also the http://outsidein.forrester.com/
FORRESTER SUMMARY
https://www.youtube.com/watch?v=mWMStx7hO6M
WORKING PLAN
Business case presentation: 03.11.2015
Followed by 10 hours of Lab
Final presentation of the work done: 12.01.2016 Different groups will have about a month, during the course, to define their
projects and then present it in class, to the teacher and business representatives, who will together evaluate the originality, feasibility and accuracy of the work.
No homework is requested.
BUSINESS CASE:
…Elena Doria will explain this in a little while! http://hearthpackers.com/ (under construction)
elena.doria[at]italianeventbetter.com
GROUPS
3 targets. 6 (sub)segments
Each segment will have 1 group assigned to it in a collaborative and non-competitive environment (whereas we have 8 groups two segments will be developed twice)
Random choice
WE WILL USE
Empathy Map http://gamestorming.com/core-games/empathy-mapping/
CX Journey Map http://www.designthinkersacademy.com/tools/
http://adaptivepath.org/ideas/our-guide-to-experience-mapping/
TOOLS
OUTPUT
Storytelling of your visual strategy
The posters: Empathy map
Customer experience journey map
HOW?
https://vimeo.com/142693985
THANKS!
https://twitter.com/cristianonordio
Cristiano.nordio[at]unipd.it
https://www.linkedin.com/in/cristianonordio
https://advancedmarketingunipd.wordpress.com