240730 Omnichannel Marketing Strategy
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Credit points: 6 cp
Subject level:
Postgraduate
Result type: Grade and marksRequisite(s): 240729 Digital Marketing Today AND 240710 Digital Consumer Behaviour AND 240715 Data-Driven Marketing AND 570101 Branding in the Digital World
There are course requisites for this subject. See access conditions.
Description
This subject explores the myriad of channel options available to today's digital marketer and how consumers and businesses use different channels on the path to purchase. It explores current topics, such as the impact of mobile behaviour on channels, location-based marketing, and the implementation of customer relationship management tools to drive omni-channel strategy.
Subject learning objectives (SLOs)
| 1. | develop strategies across digital and non-digital marketing channels |
|---|---|
| 2. | communicate omnichannel marketing strategies to key stakeholders |
| 3. | assess the customer acquisition funnels and suggest improvements for business outcomes |
| 4. | formulate value propositions for a range of campaigns such as mobile first, outdoor-led and how to integrate across channels |