Omnichannel Marketing: Driving Customer Value & Business Growth

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

Inquiring For
Work Experience

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.

Program Faculty

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

Kellogg Faculty Image - JIM LECINSKI
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 re...

Kellogg Faculty - JULIE HENNESSY Image
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 ...

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...

SLP - KLG-OMNI - Andy Hoar-Export

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’...

SLP - KLG-OMNI - Emily-Culp-Export

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

SLP - KLG-OMNI - Industry Examples - Alibaba - Image


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

SLP - KLG-OMNI - Industry Examples - Amazon - Image


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

SLP - KLG-OMNI - Industry Examples - Best Buy - Image

Best Buy

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

SLP - KLG-OMNI - Industry Examples - H&R Block - Image

H&R Block

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

SLP - KLG-OMNI - Industry Examples - Nike - Image


Examine how the shoe retailer crafted an innovative positioning statement.

SLP - KLG-OMNI - Industry Examples - Radio Flyer - Image

Radio Flyer

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



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.



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 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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