Omnichannel Marketing: Driving Customer Value & Business Growth
Build and execute a go-to-market plan using omnichannel marketing techniques
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
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.
Pathway to Becoming an Executive Scholar
Participants who successfully complete the Omnichannel Marketing: Driving Customer Value & Business Growth program will accrue points towards becoming an esteemed Kellogg Executive Scholar; a unique credential that provides you the opportunity to customize your pathway to achieve your professional development goals.
Kellogg’s expansive program offerings allow you to build a variety of competencies that focus on practical application. More than about learning to lead, the path to becoming an Executive Scholar is about leading through learning.
Program Faculty
Experience learning like you never have before with faculty from Kellogg Executive Education.
Clinical Associate Professor of Marketing
Jim Lecinski is a marketing educator and adviser. His focus is marketing strategy and digital transformation. He has over 30 years of experience driving successful business re...
Clinical Professor of Marketing
Julie Hennessy teaches MBA and executive-level classes focused on developing marketing strategies to enhance long-term competitive advantage and profitability. Apart from her ...
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.
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...
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’...
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 produc...
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, an...
Program Frameworks
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.
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.
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.
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
Financing Options
Climb Credit*
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.
Financing details
Didn't find what you were looking for? Write to us at learner.success@emeritus.org or Schedule a call with one of our Program Advisors or call us at +1 315 502 3308 (US) / +44 128 291 1923 (UK) / +65 3129 4131 (SG)
Early registrations are encouraged. Seats fill up quickly!
Flexible payment options available.
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