Multichannel marketing is complex. The use of various channels can cause important risks and the fragmentation of channels; on the other hand, multichannel marketing creates new business opportunities within the channels. In this advanced level course, the student learns to differentiate the components of a successful multichannel strategy by differentiating the concepts of multichannel, cross-channel and omnichannel marketing.
This course provides useful insights for multichannel management through the analysis of trends and changes in retailing and the analysis of consumer behavior. Participants will understand the factors that influence in the decision-making of defining a channel strategy and will identify, differentiate and evaluate channel strategies.
Pre-requisites: The course requires a basic knowledge and understanding of Marketing and Statistics.
Diana Kolbe is a professor of marketing at EGADE Business School. Her main research areas concern consumer behavior dynamic marketing capabilities, multichannel capability, internationalization of SMEs and strategic marketing.
She holds a PHD in Management from Universidad de Valencia (2019) and Master in International Management from the Karlsruhe University of Applied Sciences (2012). She has several papers published in journals such as Agricultural and Resource Economics and the German Journal of Agricultural Economics.
Before joining the academia, professor Kolbe was a marketing and sales manager at Iberiana Frucht a major Spanish agricultural trader.