Merkle in the advanced marketing course

In October, Merkle delivered four seminars to 120 Czech and international students in the advanced marketing course at the Prague University of Economics and Business. The goal of this initiative was to introduce students to Salesforce technology and Merkle expertise, and to prompt fresh perspectives about the marketing industry.

Eight lecturers from Merkle participated in the seminars, which consisted of both a theoretical part–focused on major marketing concepts and how Salesforce Customer 360 differentiates itself from other platforms—and a Salesforce Marketing Cloud demo.

The students were also involved in a competition and tasked with a case study on building customer journey flows illustrating the abandoned cart process for a selected brand. Part of the case study involved describing the data and assets needed to support the customer journey.

Four winning teams were selected based on the complexity of the journey graphs, their creativity, presentation skills, and their use of data and assets. The students came away with a greater understanding of the core aspects and power of Marketing Cloud, not to mention the invaluable knowledge and experience gained on a real practice case.