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