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
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6 weeks, online
4–6 hours per week
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 May 25, 2023 .
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.
You have been invited to Omnichannel Marketing: Driving Customer Value & Business Growth.
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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 deliver a customer experience that is seamless, relevant, and personalized.
More than 80% of consumers report shopping across at least three channels in the past six months, signaling that omnichannel has become a fundamental part of the purchase experience.
32% of consumers report shopping on a virtual reality channel in the past six months, suggesting that the omnichannel experience is constantly evolving.
A majority of consumers say they are willing to spend more with companies that do not require them to repeat themselves.
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.
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.
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.
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.
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.
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.
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:
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
The program fee is noted at the top of this program web page and usually referenced in the program brochure as well.
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.
Yes! Please email us with the details of the program you are interested in, and we will assist you.
Please email us your invoicing requirements and the specific program you’re interested in enrolling in.
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.
Please connect with us via email for assistance.
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.
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.
We offer financing options with our partner, Climb Credit*.
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Flexible payment options allow you to pay the program fee in installments. Click here to see payment schedule.
Flexible payment options available.