Omnichannel Marketing: Driving Customer Value & Business Growth

Build and execute a go-to-market plan using omnichannel marketing techniques

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Course Dates

STARTS ON

March 21, 2024

Course Duration

DURATION

6 weeks, online
4–6 hours per week

Course Fee

PROGRAM FEE

US$2,600 US$2,392 and get US$260 off with a referral

Course Information Flexible payment available
Course Fee

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program fee

US$2,600 US$2,392

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The Secret to Driving Customer Lifetime Value (CLV), Loyalty, and Engagement

Today’s marketing strategies must deliver a customer experience that is seamless, relevant, and personalized. Adopting an omnichannel approach puts the customer at the center of the marketing universe and meets your customers wherever they are.

The benefits of an omnichannel approach include improved engagement; higher purchase rate and greater spend; consistent brand identity; and better data.

9.5%

Estimated annual increase in customer engagement for brands using omnichannel strategies

Source: Ernst & Young

59%

respondents said they would choose an organization that offers a seamless shopping experience

Source: Revechat

Key Takeaways

Through this program, you will discover how implementing a comprehensive omnichannel marketing strategy can deliver value for your organization in the form of higher conversion rates, return on investment, customer lifetime value(CLV), and loyalty.

Specifically, you will:

  • Learn what omnichannel marketing offers over a conventional single-channel or multichannel approach.
  • Examine the role that technology plays in an omnichannel strategy, including customer data platforms, designed specifically to stitch online and offline touchpoints together and provide a cohesive view of each customer.
  • Design a blueprint for omnichannel marketing campaigns, control the distribution of your products more effectively, and make them accessible to your customers.
  • Leverage marketing concepts such as targeting, customer lifetime value(CLV), positioning statements, and customer journey maps to sharpen your omnichannel strategy.
  • Explore how an omnichannel brand manages relationships with different types of wholesalers and retailers, and identify the best measurement tactics to help optimize your strategy.
  • Understand the nuances of channel relationships, including legal and private label considerations, to design a channel ecosystem that prioritizes the channels that work best for your brand.

Who Is This Program For?

This program provides professionals with the frameworks and tools to develop an omnichannel strategy that embraces the modern customer experience journey. The program will be particularly beneficial for:

  • Early-career marketing and sales managers, including those professionals transitioning from adjacent fields such as customer service, sales, production, finance, or product development, who want to hit the ground running and drive impact using the most cutting-edge techniques.
  • Entrepreneurs, business owners, and business leaders in both B2B and B2C environments who want to build on current marketing efforts to improve customer acquisition and retention, harness new customer insights, and secure a more competitive position in the marketplace.

Program Experience

Personalized Marketing Blueprint

Innovative Platforms

Insights from Pioneers in the Field

Try-It Activities

Individualized Feedback

Thought-Provoking Faculty Lectures

Knowledge Checks

Industry Examples

Capstone Project

Program Modules

Using a practical approach, the program first imparts an understanding of what being omnichannel means. A more hands-on experience follows, giving participants the opportunity to apply tools and techniques to bring their omnichannel strategy to life.

Module 1:

What is Omnichannel Marketing?

  • Explore omnichannel marketing’s fundamentals to understand what sets it apart.
  • Understand the critical role it plays in the customer journey.
  • Discover what it takes to create and deliver a successful omnichannel experience.

Module 2:

Review of Marketing Fundamentals for Omnichannel

  • Discuss the evolution of the marketer, and survey the essential tools and methods you can use to understand your audience.
  • Learn to craft a positioning statement, build a customer journey, and design its execution.

Module 3:

Channel Fundamentals

  • Learn the fundamentals of a channel system and how to measure its success.
  • Gain deeper insights into the dynamics of power and conflict.
  • This module includes a conversation with Alicia Waters, CMO of Crate & Barrel, about knowing your customer, conflict resolution, metrics, and key performance indicators (KPIs).

Module 4:

Defining Your Plan: Your Go-to-Market Channel Options—Retail and Wholesale

  • Develop a deeper understanding of the different types of retailers and how to choose the best fit for your audience.
  • Gain insights into buyer dynamics as well as legal and private label considerations.
  • This module includes a guest appearance by Andy Hoar, founder of Paradigm B2B, who shares his perspective on the role of wholesalers and distributors and how to manage direct customer relationships and channel routes with intermediaries.

Module 5:

Defining Your Plan: Your Go-to-Market Channel Options—Direct, Marketplaces, and Emerging

  • Deep dive into the different channel options and weigh their advantages and drawbacks.
  • Then put your knowledge to work by creating a channel map for a business case.
  • This module includes an interview with Emily Culp, CEO of Cover FX, who shares innovative go-to-market routes and options for determining an omnichannel strategy.

Module 6:

Bringing Your Blueprint to Life: Technology to Power Your Plan

  • Survey the technology needed to power an omnichannel system.
  • Understand the benefits and challenges that accompany the use of a customer data platform.
  • Merge your blueprint with your technology plan in a capstone project to set your omnichannel strategy in motion.
  • This module includes a dialogue with Rick Erwin, CEO of Adstra, about the importance and risk of identity within an omnichannel go-to-market strategy.

Module 1:

What is Omnichannel Marketing?

  • Explore omnichannel marketing’s fundamentals to understand what sets it apart.
  • Understand the critical role it plays in the customer journey.
  • Discover what it takes to create and deliver a successful omnichannel experience.

Module 4:

Defining Your Plan: Your Go-to-Market Channel Options—Retail and Wholesale

  • Develop a deeper understanding of the different types of retailers and how to choose the best fit for your audience.
  • Gain insights into buyer dynamics as well as legal and private label considerations.
  • This module includes a guest appearance by Andy Hoar, founder of Paradigm B2B, who shares his perspective on the role of wholesalers and distributors and how to manage direct customer relationships and channel routes with intermediaries.

Module 2:

Review of Marketing Fundamentals for Omnichannel

  • Discuss the evolution of the marketer, and survey the essential tools and methods you can use to understand your audience.
  • Learn to craft a positioning statement, build a customer journey, and design its execution.

Module 5:

Defining Your Plan: Your Go-to-Market Channel Options—Direct, Marketplaces, and Emerging

  • Deep dive into the different channel options and weigh their advantages and drawbacks.
  • Then put your knowledge to work by creating a channel map for a business case.
  • This module includes an interview with Emily Culp, CEO of Cover FX, who shares innovative go-to-market routes and options for determining an omnichannel strategy.

Module 3:

Channel Fundamentals

  • Learn the fundamentals of a channel system and how to measure its success.
  • Gain deeper insights into the dynamics of power and conflict.
  • This module includes a conversation with Alicia Waters, CMO of Crate & Barrel, about knowing your customer, conflict resolution, metrics, and key performance indicators (KPIs).

Module 6:

Bringing Your Blueprint to Life: Technology to Power Your Plan

  • Survey the technology needed to power an omnichannel system.
  • Understand the benefits and challenges that accompany the use of a customer data platform.
  • Merge your blueprint with your technology plan in a capstone project to set your omnichannel strategy in motion.
  • This module includes a dialogue with Rick Erwin, CEO of Adstra, about the importance and risk of identity within an omnichannel go-to-market strategy.
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Program Faculty

Experience learning like you never have before with faculty from Kellogg Executive Education.

Faculty Member Jim Lecinski

Jim Lecinski

Clinical Associate Professor of Marketing

Jim Lecinski is a marketing educator and advisor. His focus is marketing strategy and digital transformation. He has over 30 years of experience driving successful business results for major brands by developing and implementing integrated, omnichannel and digital marketing programs... More info

Faculty Member Julie Henness

Julie Hennessy

Clinical Professor of Marketing

Julie Hennessy is Clinical Professor of Marketing at the Kellogg School of Management at Northwestern University. Her MBA and executive marketing teaching focuses on developing marketing strategies to enhance long-term competitive advantage and profitability. She often works with research and technology-driven firms in the new and mature product/service categories whose goal is to become more customer-centric... More info

Insights from Omnichannel Experts

Benefit from the knowledge of thought leaders from a variety of industries, each of whom offers a unique perspective that stems from their wealth of experience in omnichannel marketing. Whether you are a brand manager, a business leader, or a consultant, you will walk away with valuable insights you can immediately apply to your work.
Faculty Member Alicia Waters

Alicia Waters

President, Crate & Barrel and Crate & Kids; Brand Strategy Expert

Topic: Know your customer, conflict resolution, metrics, and KPIs

Relying on exceptional consumer insights, strategies, and an entrepreneurial spirit, global retail executive Alicia Waters specializes in driving online, retail, and mobile growth. Her 20+ years of expertise lie in brand strategy, merchandising, digital transformation, and collaborations—and includes leadership roles at CB2 and Crate & Kids.

Faculty Member Andy Hoar

Andy Hoar

Co-founder, Master B2B Ecommerce; Authority on B2B eCommerce Business and Strategy

Topic: The role of wholesalers and distributors, and how to manage direct customer relationships as well as channel routes with intermediaries.

Andy Hoar is one of the world’s principal experts on B2B eCommerce business and strategy. His work focuses on helping distributors and manufacturers—both Fortune 100 and leading B2B companies—digitize their direct and indirect selling initiatives. Andy is credited with developing the definitive work on B2B eCommerce, Forrester’s B2B eCommerce Playbook, which he authored during his time as a vice president and principal analyst at Forrester Research.

Faculty Member Emily Culp

Emily Culp

CEO, CMO; Board Member at Mizzen + Main, Stio & Cordial

Topic: Innovative go-to-market routes and options for determining an omnichannel strategy

Leveraging an innovative combination of digital and traditional marketing and product strategies, Emily Culp builds high-performance global teams, develops novel revenue streams, and implements new operational processes to achieve measurable revenue and results for consumer brands. She draws on her experience from worldwide agencies and client companies such as Estée Lauder and Rebecca Minkoff.

Faculty Member Rick Erwin

Rick Erwin

CEO, Adstra; Advocate for the Value of Data in the Global Economy

Topic: The importance and risk of identity within an omnichannel go-to-market strategy

Drawing on two decades of experience in marketing, Rick drives the strategy, growth, and profitability for Adstra’s industry-leading data and identity products and services. He is a leading voice in omnichannel marketing and an outspoken advocate for the value of data in the global economy. Rick has also served in numerous other executive and senior management roles with companies such as Acxiom, Experian, and RR Donnelley.

Industry Examples

Take an in-depth look at world-class brands that have put omnichannel marketing into action. Learn from pioneers, such as Alibaba, Best Buy, and Radio Flyer, to see what they did well.

Alibaba

Compare and contrast the Alibaba retailer–buyer experience to Amazon’s to understand the uniqueness of this platform.

Amazon

Learn how this online marketplace manages dual roles: retail host and retailer.

Logo of Best Buy

Best Buy

Explore how this consumer electronics retailer repurposed the vending machine as a distribution channel.

H&R Block

See how this player in the tax preparation industry transitioned marketing strategies.

Nike

Examine how the shoe retailer crafted an innovative positioning statement.

Radio Flyer

Understand how this manufacturer of ride-on toys determined where and how to sell a new product.

Note: All product and company names are trademarks or registered trademarks of their respective holders. Their use does not imply any affiliation or endorsement.

Certificate

Certificate

Upon successful completion of the program, Kellogg Executive Education grants a verified digital certificate of completion to participants. This program is graded as a pass or fail; participants must receive 80% to pass and obtain the certificate of completion.

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After successful completion of the program, your verified digital certificate will be emailed to you in the name you used when registering for the program. All certificate images are for illustrative purposes only and may be subject to change at the discretion of Kellogg Executive Education.

NOTE: THIS ONLINE CERTIFICATE PROGRAM DOES NOT GRANT ACADEMIC CREDIT OR A DEGREE FROM KELLOGG SCHOOL OF MANAGEMENT.

FAQs

  • How do I know if this program is right for me?

    After reviewing the information on the program landing page, we recommend you submit the short form above to gain access to the program brochure, which includes more in-depth information. If you still have questions on whether this program is a good fit for you, please email learner.success@emeritus.org, and a dedicated program advisor will follow-up with you very shortly.


    Are there any prerequisites for this program?

    Some programs do have prerequisites, particularly the more technical ones. This information will be noted on the program landing page, as well as in the program brochure. If you are uncertain about program prerequisites and your capabilities, please email us at the ID mentioned above.


    Note that, unless otherwise stated on the program web page, all programs are taught in English and proficiency in English is required.


    What is the typical class profile?

    More than 50 percent of our participants are from outside the United States. Class profiles vary from one cohort to the next, but, generally, our online certificates draw a highly diverse audience in terms of professional experience, industry, and geography — leading to a very rich peer learning and networking experience.


    What other dates will this program be offered in the future?

    Check back to this program web page or email us to inquire if future program dates or the timeline for future offerings have been confirmed yet.

  • How much time is required each week?

    Each program includes an estimated learner effort per week. This is referenced at the top of the program landing page under the Duration section, as well as in the program brochure, which you can obtain by submitting the short form at the top of this web page.


    How will my time be spent?

    We have designed this program to fit into your current working life as efficiently as possible. Time will be spent among a variety of activities including:



    • Engaging with recorded video lectures from faculty
    • Attending webinars and office hours, as per the specific program schedule
    • Reading or engaging with examples of core topics
    • Completing knowledge checks/quizzes and required activities
    • Engaging in moderated discussion groups with your peers
    • Completing your final project, if required

    The program is designed to be highly interactive while also allowing time for self-reflection and to demonstrate an understanding of the core topics through various active learning exercises. Please email us if you need further clarification on program activities.


    What is it like to learn online with the learning collaborator, Emeritus?

    More than 300,000 learners across 200 countries have chosen to advance their skills with Emeritus and its educational learning partners. In fact, 90 percent of the respondents of a recent survey across all our programs said that their learning outcomes were met or exceeded.

    All the contents of the course would be made available to students at the commencement of the course. However, to ensure the program delivers the desired learning outcomes the students may appoint Emeritus to manage the delivery of the program in a cohort-based manner the cost of which is already included in the overall course fee of the course.

    A dedicated program support team is available 24/5 (Monday to Friday) to answer questions about the learning platform, technical issues, or anything else that may affect your learning experience.


    How do I interact with other program participants?

    Peer learning adds substantially to the overall learning experience and is an important part of the program. You can connect and communicate with other participants through our learning platform.

  • What are the requirements to earn the certificate?

    Each program includes an estimated learner effort per week, so you can gauge what will be required before you enroll. This is referenced at the top of the program landing page under the Duration section, as well as in the program brochure, which you can obtain by submitting the short form at the top of this web page. All programs are designed to fit into your working life.

    This program is scored as a pass or no-pass; participants must complete the required activities to pass and obtain the certificate of completion. Some programs include a final project submission or other assignments to obtain passing status. This information will be noted in the program brochure. Please email us if you need further clarification on any specific program requirements.


    What type of certificate will I receive?

    Upon successful completion of the program, you will receive a smart digital certificate. The smart digital certificate can be shared with friends, family, schools, or potential employers. You can use it on your cover letter, resume, and/or display it on your LinkedIn profile.
    The digital certificate will be sent approximately two weeks after the program, once grading is complete.


    Can I get the hard copy of the certificate?

    No, only verified digital certificates will be issued upon successful completion. This allows you to share your credentials on social platforms such as LinkedIn, Facebook, and Twitter.


    Do I receive alumni status after completing this program?

    No, there is no alumni status granted for this program. In some cases, there are credits that count toward a higher level of certification. This information will be clearly noted in the program brochure.


    How long will I have access to the learning materials?

    You will have access to the online learning platform and all the videos and program materials for 12 months following the program start date. Access to the learning platform is restricted to registered participants per the terms of agreement.

  • What equipment or technical requirements are there for this program?

    Participants will need the latest version of their preferred browser to access the learning platform. In addition, Microsoft Office and a PDF viewer are required to access documents, spreadsheets, presentations, PDF files, and transcripts.


    Do I need to be online to access the program content?

    Yes, the learning platform is accessed via the internet, and video content is not available for download. However, you can download files of video transcripts, assignment templates, readings, etc. For maximum flexibility, you can access program content from a desktop, laptop, tablet, or mobile device.

    Video lectures must be streamed via the internet, and any livestream webinars and office hours will require an internet connection. However, these sessions are always recorded, so you may view them later.

  • Can I still register if the registration deadline has passed?

    Yes, you can register up until seven days past the published start date of the program without missing any of the core program material or learnings.


    What is the program fee, and what forms of payment do you accept?

    The program fee is noted at the top of this program web page and usually referenced in the program brochure as well.

    • Flexible payment options are available (see details below as well as at the top of this program web page next to FEE).
    • Tuition assistance is available for participants who qualify. Please email learner.success@emeritus.org.

    What if I don’t have a credit card? Is there another method of payment accepted?

    Yes, you can do the bank remittance in the program currency via wire transfer or debit card. Please contact your program advisor, or email us for details.


    I was not able to use the discount code provided. Can you help?

    Yes! Please email us with the details of the program you are interested in, and we will assist you.


    How can I obtain an invoice for payment?

    Please email us your invoicing requirements and the specific program you’re interested in enrolling in.


    Is there an option to make flexible payments for this program?

    Yes, the flexible payment option allows a participant to pay the program fee in installments. This option is made available on the payment page and should be selected before submitting the payment.


    How can I obtain a W9 form?

    Please connect with us via email for assistance.

  • What is the policy on refunds and withdrawals?

    You may request a full refund within seven days of your payment or 14 days after the published start date of the program, whichever comes later. If your enrollment had previously been deferred, you will not be entitled to a refund. Partial (or pro-rated) refunds are not offered. All withdrawal and refund requests should be sent to admissions@emeritus.org.



    What is the policy on deferrals?

    After the published start date of the program, you have until the midpoint of the program to request to defer to a future cohort of the same program. A deferral request must be submitted along with a specified reason and explanation. Cohort changes may be made only once per enrollment and are subject to availability of other cohorts scheduled at our discretion. This will not be applicable for deferrals within the refund period, and the limit of one deferral per enrollment remains. All deferral requests should be sent to admissions@emeritus.org.

Financing Options

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We offer financing options with our partner, Climb Credit*. Click here to learn more.
*Applicable for US Residents

Flexible Payment Options For All

Flexible payment options allow you to pay the program fee in installments. Click here to see payment schedule.

Didn't find what you were looking for? Write to us at learner.success@emeritus.org or Schedule a call with one of our Academic Advisors or call us at +1 315 502 3308 (US) / +44 128 291 1923 (UK) / +65 3129 4131 (SG)

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