Integrated retail and omnichannel
Retail is experiencing a process of automation, digital transformation, innovation and investment in data intelligence and a much more strategic management focused on its customers and shoppers.
With the expansion of digital channels and their constant evolution, industry and retailers need to invest in omnichannel strategies and practices and focus on establishing more efficient connections between these new and multiple channels. There is an urgent need to expand synergy and fine-tuning between brands and retail in order to achieve a joint and collaborative transformation. Companies and retailers need to be equipped with intelligence and data technology, big data and social CRM processes, to generate competitive advantage, to innovate consistently, to reinvent themselves and adapt to the mindset and new digitalized shopping journeys of their shoppers and customers , increasingly multi-connected and empowered.
With the rapid digital transformation underway, automation, the continuous evolution of online platforms and the mobile connectivity of its shoppers, there is an urgent investment in professionals with new skils and skills, able to follow and perform better using data analytical intelligence, creating and managing new channels and formats and offering more personalized services and a better shopping experience to your customers.
Today, entrepreneurs and retail managers, logistics professionals, channels, sales, trade and shopper marketing need to understand the new digital and network economy, monitor and forecast trends that will affect their segment and the habits and attitudes of their customers.
Physical retail and traditional trade and shopper marketing strategies and actions were seriously impacted. Stores and channels are reinventing themselves to adapt to this new era. This new moment forces industry professionals to update themselves and rethink their new challenges and meet the ever-renewed demands of their audiences. The concepts and practices evolve according to a constant incremental logic and a more innovative and disruptive inclination, forcing the creation of more sustained and relevant value propositions, focusing on higher performance sales strategies, based on experiences and more engaging storyselling actions.
Integrated and omnichannel retail forces companies to better integrate their channels, invest more in logistics services more aligned with the new times and the interactions of digital systems allow to increase the speed and reliability of operations. The physical store becomes a point of contact for the most creative, interactive and digital brand, is equipped with technology and rethinks its services, experiences, formats and spaces, seeking to maintain its relevance and being an attractive and interactive hub for its customers, visitors and shoppers.
In a 4.0 retail, more technological, experiential and omnichannel, the design and the setting, the multisensory merchandising and the brand activations, the role of the trade and shopper marketing acquire a higher status and importance. They are responsible for establishing the strategies of channels and their segments, defining the best go to market route and leveraging the availability of better products, services, more experience and communication to satisfy the demands and expectations of increasingly tooled, demanding shoppers. search for greater convenience and speed in the processes.
Throughout this Master, students will be prepared to:
- Know and manage the fundamentals of the retail 4.0 model, new platforms and more technological and automated touch points; knowing how to manage the shopping and consumption journeys of more connected and demanding shoppers and customers, using both data marketing technologies and tools, integrating them with consumer insights concepts and practices and applied behavior analysis and studies
- Manage market and consumer intelligence strategically, supporting decision making in increasingly competitive, dynamic and complex business environments, updating knowledge and generating innovative advantage for industry and retail.
- Use in an integrated manner the various platforms and channels of service and sales to communicate and serve your audiences and shopppers in a more personalized, fast and responsive way.
Who is it for?
Professionals from the most diverse areas that work directly with the sales and retail area, with strategies and actions that aim to increase the shopping experience of consumers.
To professionals in the most diverse areas: commercial and sales, retail, marketing and communication, technology and design, market intelligence and strategic planning, who want to expand and update their knowledge on the area of the new multi and omnichannel retail.
Retail leaders and managers, entrepreneurs and industry consultants, industry and retail professionals from the areas of trade and shopper marketing, communication and management, negotiation and sales, customer service and relationship with customers, and those professionals who need to update themselves in more modern models customer centric and in management models, transformation and digital innovation, automation and updating in new technologies applied to retail.
Why choose ESPM EAD?
Only at ESPM, all digital classes in all disciplines are held live, with a scheduled day and time.
ESPM professors, as well as in our face-to-face courses, have academic experience and also in the executive environment.
Interaction with the teacher
During classes, students can interact with the teacher live on the platform, answering questions and actively participating in the class in real time, simply by activating their camera and microphone.
Customize your schedules
If you prefer or are unable to participate in the live broadcasts, you can still watch the recordings of all classes, which are available on the system for the duration of the course. Thus, you customize your class schedules according to the needs of your schedule.
All lessons are recorded
Even when participating in the live broadcast, the recordings of each class still remain available in the system for review or consultation by the student until the end of the course.
Assessments directly with teachers
All activities and assessments are applied directly by the teachers of each discipline, and not by monitors or intermediaries, a practice that is common in the market.
Distance education with proximity between teachers and the class?
ESPM's EAD programs use the resources of the Canvas platform, building a modern and intuitive digital study and learning environment.
What you will learn
In a collaborative environment, students and teachers will discuss value approaches for the area, in order to plan a course completion project focusing on innovative and more customer centric research and strategies, based not only on data intelligence and the application of recent technological advances, but in trend analysis, co-innovation models and in service design thinking. In short, at the junction of high touch and high tech strategies and experiences, 3.0 and 4.0, which should be themed, discussed and applied throughout the course.
The course has a workload of 420 hours, composed of the following subjects:
- Integrating Discipline
- Strategic and Competitive Intelligence
- Technology and Automation in Retail
- Strategic Management of the Omnichannel Retail
- Online Retail and E-commerce Management
- Social CRM applied to Retail
- Retail Intelligence - Big Data applied to Retail
- Logistics and Supply Chain Management
- Consumer Insights and Behavior Trends
- Innovation and New Business Models in Retail
- Trade Marketing and Channels
- Shopper Marketing
- Retail Space Design and Experience
- Brand Management at Omnichannel Retail
- Franchise Expansion and Management
- People and Retail Service Management
- High Performance Sales Negotiation and Management
- Financial Management and Pricing Techniques
- Applied Completion Project (PCA)
The web conference classes will be taught live on Tuesdays and Thursdays, from 9/29/2020, from 7:30 pm to 9:30 pm, and allow for a more effective and real-time interaction between students and the teacher. If the student is not available to participate in the web conference at the specified time, the student can access the recording of the class later in the Virtual Learning Environment (VLE). Classes are available on the platform until the end of the course.
7:30 pm to 9:30 pm
7:30 pm to 9:30 pm
How are the ratings on Live EAD ESPM?
Assessments and final grade in each discipline
The final grade of each discipline is obtained by carrying out the activities proposed by their respective teacher. These activities will be delivered online, through the virtual learning environment, Canvas.
To obtain approval in each discipline, the student must, at the end of the period, obtain a minimum final grade of 7.0 (seven) and not exceed the established limit of 25% (twenty-five percent) of absences per discipline. In ESPM's Live EAD, non-publication of the discipline's activities is considered missing.
Course Conclusion Paper (TCC) OR Applied Conclusion Project (PCA)
At the end of the course, the student must complete a Course Conclusion Work (TCC) or an Applied Conclusion Project (PCA), depending on the pedagogical model established by each course. This work will be submitted to an examining board composed by the coordinator and some teachers of the course in question.
For this, it is necessary for the student to attend one of the ESPM units, in São Paulo, Rio de Janeiro or Porto Alegre.
About the School
Com mais de 65 anos de história, a ESPM é referência brasileira em comunicação, marketing e gestão no ensino superior, com DNA de inovação e tecnologia presente em todos os processos de aprendizagem, ... Read More