The benefit of learning together with your friend is that you keep each other accountable and have meaningful discussions about what you're learning.
Courtlyn
Promotion and Events Specialist
Build and execute a go-to-market plan using omnichannel marketing techniques
July 21, 2022
6 weeks, online
4–6 hours per week
US$2,600 or get US$260 off with a referral
Our participants tell us that taking this program together with their colleagues helps to share common language and accelerate impact.
We hope you find the same. Special pricing is available for groups.
The benefit of learning together with your friend is that you keep each other accountable and have meaningful discussions about what you're learning.
Courtlyn
Promotion and Events SpecialistBased on the information you provided, your team is eligible for a special discount, for Omnichannel Marketing: Driving Customer Value & Business Growth starting on July 21, 2022 .
We’ve sent you an email with enrollment next steps. If you’re ready to enroll now, click the button below.
Have questions? Email us at group-enrollments@emeritus.org.Consider this: Consumers use an average of eight different touchpoints when interacting with a brand. But more information is not necessarily better—it is the experience behind the number that defines the customer journey.
Cue lesson one in omnichannel marketing: Today’s marketing strategies must revolve around a customer experience that is seamless, relevant, personalized, and in real time. And it is no longer a secret: brands that successfully implement an omnichannel strategy stand to gain a lot:
Omnichannel customer retention rates are 90% higher than single channel.
Purchase frequency is 250% higher for omnichannel compared to single channel.
The number of companies investing in the omnichannel experience has increased significantly since 2020 from 20% to more than 80%.
Through this program, you will discover how implementing a comprehensive omnichannel marketing
strategy can deliver value for your brand and learn what it takes to implement an omnichannel strategy
of your own.
Specifically, you will:
This program provides professionals with frameworks that will enable any organization to meet the challenges posed by the modern-day marketplace. The program will be particularly beneficial for:
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
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.
While omnichannel may share a resemblance to other approaches, what makes omnichannel unique? Explore its fundamentals to understand what sets it apart and the critical role it plays in the customer journey. Then discover what it takes to create and deliver a successful omnichannel experience.
Today’s marketer is not just an ad maker. So, what does the job entail? Discuss the evolution of the marketer, and survey the essential tools and methods you can use to understand your audience. In addition, learn to craft a positioning statement, build a customer journey, and design its execution.
Learn the fundamentals of a channel system and how to measure its success. Then 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).
Aligning your choice of retailer with the needs of your target market is critical. Develop a deeper understanding of the different types of retailers and how to choose the best fit for your audience. Then 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.
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.
Survey the technology needed to power an omnichannel system, and understand the benefits and challenges that accompany the use of a customer data platform. Then 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.
While omnichannel may share a resemblance to other approaches, what makes omnichannel unique? Explore its fundamentals to understand what sets it apart and the critical role it plays in the customer journey. Then discover what it takes to create and deliver a successful omnichannel experience.
Aligning your choice of retailer with the needs of your target market is critical. Develop a deeper understanding of the different types of retailers and how to choose the best fit for your audience. Then 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.
Today’s marketer is not just an ad maker. So, what does the job entail? Discuss the evolution of the marketer, and survey the essential tools and methods you can use to understand your audience. In addition, learn to craft a positioning statement, build a customer journey, and design its execution.
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.
Learn the fundamentals of a channel system and how to measure its success. Then 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).
Survey the technology needed to power an omnichannel system, and understand the benefits and challenges that accompany the use of a customer data platform. Then 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.
Alicia Waters
Andy Hoar
Emily Culp
Rick Erwin
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.
Compare and contrast the Alibaba retailer–buyer experience to Amazon’s to understand the uniqueness of this platform.
Learn how this online marketplace manages dual roles: retail host and retailer.
Explore how this consumer electronics retailer repurposed the vending machine as a distribution channel.
See how this player in the tax preparation industry transitioned marketing strategies.
Examine how the shoe retailer crafted an innovative positioning statement.
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.
Experience learning like you never have before with faculty from Kellogg Executive Education.
Jim Lecinski
Julie Hennessy
Jim Lecinski
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 results for major brands by developing and implementing integrated, omnichannel, and digital marketing programs.
Following a notable twelve-year career at Google, where he was Vice President of Customer Solutions for the Americas and counseled leading marketers on how to adapt their businesses and marketing to win in today’s new digital world, Jim is now a Clinical Associate Professor of Marketing at Northwestern University’s Kellogg School of Management—the #1 MBA marketing program in the U.S.—where he teaches marketing strategy and omnichannel strategy courses.
Jim is a recognized expert, in-demand consultant, and keynote speaker on marketing strategy and omnichannel marketing. His seminal book about the new marketing model, Winning the Zero Moment of Truth, known as ZMOT, was published in 2011 and has been read by over 300,000 marketers worldwide. It was featured in the New York Times, Advertising Age, and Forbes.
Jim’s newest project, The AI Marketing Canvas: A Five Stage Roadmap to Implementing Artificial Intelligence in Marketing, was published by Stanford University Press in 2021.
Julie Hennessy
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 role at Kellogg, she helps research and technology-driven firms in the new and mature product/service categories become more customer-centric. Julie earned a BS in mathematics and psychology from Indiana University and an MM in finance and marketing from the Kellogg School of Management at Northwestern University.
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.
Download BrochureAfter 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.
Flexible payment options available.