Course Details

Omnichannel Experience Strategy
MKTG-451-0
1.0 CR
Elective
PASS / NO CREDIT
Yes (may vary by section)
DESCRIPTION
In a world saturated with new commerce options, consumers and business buyers are radically changing their expectations and behaviors across the entire cycle of learning, shopping, buying, and using products and services. How does a modern business manage its brands across the vast array of new channel models, from brick and mortar showroom stores to e-commerce sites to experiential pop-ups and apps? In this course, students will learn how to structure and manage networks of partners into cohesive, brand-enhancing omnichannel ecosystems that reach end-customers any place and any time, whether through social commerce channels, mobile devices, in-person store environments, platform apps, or product story, photo and video sharing sites. Like the fast-evolving business models we will be studying, this class is both strategic and practical, and most of the situations we will analyze are from real-world developments and managerial problems. The course takes a senior leadership perspective, offering frameworks and analytical tools for effectively moving an organization outside the comfort zone of legacy beliefs and relationships, and into the new omnichannel world.
TRACKS
Growth and Scaling Pathway
Marketing Major
Operations Major
SCHEDULE SUMMARY
Winter 2023
Spring 2023
CH
EV
CH
EV

CH (Chicago)
EV (Evanston)
DayTime
Evening
Saturdays
Popup
PREREQUISITES
Prerequisites:
All Students: (MKTG-430-0 OR MKTGM-430-0)