This module conveys the skills students will need to work in the data-driven world we live in. Over the past three decades, customers have gained centre stage in marketing education and practice.
Establishing close and intimate relationships with customers is considered to be key to marketing success, and customer equity has become an important marketing performance indicator. The advent of digital technology and social media have had a major impact on the nature of customer relationships.
Today, companies are seeking to engage the customer by creating interactive, participative marketing landscapes which will be the focus of this module. Based on a solid understanding of traditional customer relationship management and contemporary customer engagement theories, this module discusses the creation of customer experiences from two perspectives. First, the module will teach students how managers involve customers throughout the marketing process.
Existing technology allows customers to participate in product design for example online product customization , pricing for example pay-what-you-want , and marketing communications creation of viral online content. Virtual Reality will add further customer touch points to our existing marketing landscapes in the near future. Specifically, Virtual Reality has the potential to transform retail environments and create entirely new marketing communication channels.
Furthermore, companies are increasingly engaging customers in brand building, especially via brand communities. The merits as well as the limitations of participative customer experiences will be discussed in this module. Also, the potential impact of other emerging technologies on the customer experience will be examined. Second, this module focuses on customer involvement in the innovation process. Companies are increasingly involving customers directly in the development of novel products and services.
On the one hand, this occurs via crowdsourcing efforts and product idea competitions. On the other hand, selected customers may work directly with engineers and managers during the innovation process. Furthermore, customers often innovate on their own, which is well-documented in the lead user and market creation literature.
The module demonstrates how managers can create fertile grounds for successful customer co-creation of new products and services. Download the programme specification for the intake. If you would like an earlier version of the programme specification, please contact the Quality Office. Please note that due to staff research commitments not all of these modules may be available every year. We accept a wide range of international qualifications.
Find out more about the qualifications we accept from around the world. If you need assistance with your English language, we offer a range of courses that can help prepare you for postgraduate-level study. Please see our guidance on writing a postgraduate statement. Admission to many programmes is by interview, unless you live outside the UK. The following staff members all teach on this programme and are complemented by visiting tutors and industry professionals in the delivery of the programme curriculum.
His research interests are in the intersections of emerging technologies and management. He consults extensively in the public and private sectors and regularly appears in the media discussing and analysing the intersections of innovation and markets, society, and culture.
He supervises MSc Management of Innovation dissertations focused on practical projects, project management, digital and offline ethnographies, social network analysis, and qualitative methods.
Her research interests are in hybrid social research across digital and offline society, economics, and science. She consults in social responsibility, ethnographic research, and emerging technologies.
His research and consultancy focus on identifying and enhancing the organisational and psychological factors that determine work effectiveness e. Frank has consulted with a wide-range of organisations, for example, to enhance leadership skills in investment bankers and innovation potential at the BBC. He supervises MSc Management of Innovation dissertations focused on organisational behaviour and the psychology of management. Leadership and Talent Management, Dissertation. He supervises MSc Management of Innovation dissertations focused on quantitative methods and advanced statistics.
Her research focuses on occupational health psychology and in particular workplace health and performance.
She is a chartered psychologist with the British Psychological Society BPS and supervises MSc Management of Innovation dissertations focused on organisational behaviour and employee health and wellbeing. She is a trainer, facilitator, coach, and consultant in the creative industries, cultural policy, and management. The programme will help you develop strong project management, problem-solving, decision-making and critical evaluation skills.
Graduates of the programme will be capable of managing projects full of change, transformation, and innovation in any size of organisation — from start-ups to non-profits and Fortune companies. Senior level industry guest speakers and analysts feature on several of the modules on the programme.
The reason that I have chosen Goldsmiths is the programme meets my academic requirements and professional aspirations, and also the professors are brilliant and approachable. Being able to win a UK Government Scholarship and an from Goldsmiths has given me a golden opportunity to study at my ideal university. I can immediately apply these conceptual and theoretical implications of innovation to practical applications on my existing business.
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Shopbop Designer Fashion Brands. His research focuses almost entirely on trust, including studies examining the role of trust in organizational settings, determinants and consequences of trust in leadership, networks of trust within organizations, and the repair of trust after a violation. His interests are in the areas of management information systems, decision support systems, e-business, emergency response management systems and information assurance.
He has chaired sessions at international conferences and presented numerous papers. He also has co-edited four books of which one is on Information Assurance in Financial Services. He has authored or co-authored more than technical papers, of which more than 75 are published in archival journals. He has also received the Fulbright fellowship in
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High involvement: the term means when the consumer is highly involved while buying a product. Generally this situation happens in case of expensive or luxuries goods.
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