The main aim of this project is to explore how modern IT tools are transforming marketing and customer relationship management (CRM). The project has three core objectives: assessing how AI integration with CRM systems improves customer engagement and personalization; evaluating the effectiveness of digital marketing analytics tools in boosting return on investment (ROI); and analyzing the role of IT in enabling cohesive omnichannel experiences in the retail industry. The overarching goal is to provide strategic insights into how businesses can utilize technology to drive customer satisfaction, loyalty, and operational efficiency in competitive markets. By the end of the project, students will present real-world solutions and recommendations that bridge marketing objectives with digital transformation.
Students will start by reviewing AI applications in CRM platforms such as Salesforce, Zoho, or HubSpot, focusing on features like predictive lead scoring, automated customer support, and personalized marketing campaigns. They will conduct secondary research or primary data collection (via interviews or surveys) to assess how organizations are using AI to enhance the customer journey.
Next, students will explore digital marketing analytics tools (e.g., Google Analytics, SEMrush, HubSpot Analytics) to measure their influence on campaign performance, customer segmentation, and ROI optimization. Data visualizations and ROI modeling may be performed using sample or real marketing data.
For the omnichannel component, the team will analyze IT infrastructures that support unified customer experiences across web, mobile, physical stores, and social media. Students may select a retail case study or conduct field research to evaluate how inventory, CRM, and order management systems integrate to support omnichannel strategies. Final deliverables include an in-depth report with findings and strategy recommendations, and a presentation to summarize the results.
