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Quick Facts
| Medium Of Instructions | Mode Of Learning | Mode Of Delivery |
|---|---|---|
| English | Self Study, Virtual Classroom | Video and Text Based |
Courses and Certificate Fees
| Certificate Availability | Certificate Providing Authority |
|---|---|
| yes | Kellogg School of Management, Evanston |
The Syllabus
- Learn the principles of omnichannel marketing and understand how it functions
- Understand the differences between unichannel, multichannel, and omnichannel marketing
- Learn how to address common challenges in omnichannel marketing
- Discover the advantages and limitations of the five building blocks of omnichannel marketing
Activities
- Design an omnichannel blueprint to market a brand or product
- Understand the drawbacks of the “advertising” definition of marketing
- Learn the parameters for selecting a smart target market
- Explore methods of segmentation beyond demographics
- Learn how to calculate a target market’s customer lifetime value (CLV)
- Understand how target selection impacts design and pricing decisions
Activities
- Practice writing a positioning statement for a brand
- Create a persona from a target data set to increase empathy
- Build a customer journey to map out a purchase process
- Learn the basics of a channel strategy, including the players and their functions
- Understand channel member relationships and understand the forces of power and conflict
- Discover key metrics you can use to measure channel success
- Understand service output demands—what each segment wants and needs
Activities
- Case study: Conflict resolution
- Expert Insights: Alicia Waters, CMO, Crate & Barrel
- Discover how the major types of retailers differ and learn to match them with your target market’s service demands
- Understand negotiations that typically occur between brand owners and retailers over terms and performance
- Understand which retailer incentives motivate the growth of private label store brands
- Become familiar with the differences between wholesalers, distributors, and franchisees and learn where each fits into the channel map
- Discover value-added services that allow intermediaries to justify a margin and protect against “eliminate-the-middleman” pressure
- Understand the impact of “last-mile” post-sale intermediaries on the future of retailing
Activities
- Expert Insights: Andy Hoar, Founder, Paradigm B2B
- Learn the brand benefits of a “direct-to-customer” distribution strategy
- Understand the concept of an online marketplace platform, and learn about the advantages it offers
- Become familiar with the decisions a brand must make when considering selling through Amazon
- Understand the innovations from Alibaba and compare them with Amazon's
- Explore distribution challenges that are unique to emerging economies
Activities
- Case study: Channel conflicts
- Create a channel map to deconstruct a purchase process
- Expert Insights: Emily Culp, CEO, Cover FX
- Understand the role technology plays in the omnichannel marketing process
- Learn how a customer data platform (CDP) differs from other systems such as CRM, DMP, and MAP
- See how a CDP can improve the customer journey experience
- Recognize the challenges that might arise in the CDP process during a new product launch
- Learn how to combine strategy with technology to create a holistic roadmap for becoming a true omnichannel brand
Activities
- Expert Insights: Rick Erwin, CEO, Adstra
- Capstone project: Merge your blueprint with your technology plan to set your omnichannel strategy in motion
- At the end of the six weeks, your learnings will culminate in a hands-on capstone project. You will take up a case study and perform the situation analysis, assessment, and diagnosis of a channel transformation plan. You will use your learnings from the program to suggest recommendations for the channel strategy.
Instructors
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