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Quick Facts

Medium Of Instructions	Mode Of Learning	Mode Of Delivery
English	Self Study, Virtual Classroom	Video and Text Based

Courses and Certificate Fees

Certificate Availability	Certificate Providing Authority
yes	Kellogg School of Management, Evanston

Learn the principles of omnichannel marketing and understand how it functions
Understand the differences between unichannel, multichannel, and omnichannel marketing
Learn how to address common challenges in omnichannel marketing
Discover the advantages and limitations of the five building blocks of omnichannel marketing

Learn the basics of a channel strategy, including the players and their functions
Understand channel member relationships and understand the forces of power and conflict
Discover key metrics you can use to measure channel success
Understand service output demands—what each segment wants and needs

Discover how the major types of retailers differ and learn to match them with your target market’s service demands
Understand negotiations that typically occur between brand owners and retailers over terms and performance
Understand which retailer incentives motivate the growth of private label store brands
Become familiar with the differences between wholesalers, distributors, and franchisees and learn where each fits into the channel map
Discover value-added services that allow intermediaries to justify a margin and protect against “eliminate-the-middleman” pressure
Understand the impact of “last-mile” post-sale intermediaries on the future of retailing

Learn the brand benefits of a “direct-to-customer” distribution strategy
Understand the concept of an online marketplace platform, and learn about the advantages it offers
Become familiar with the decisions a brand must make when considering selling through Amazon
Understand the innovations from Alibaba and compare them with Amazon's
Explore distribution challenges that are unique to emerging economies

Understand the role technology plays in the omnichannel marketing process
Learn how a customer data platform (CDP) differs from other systems such as CRM, DMP, and MAP
See how a CDP can improve the customer journey experience
Recognize the challenges that might arise in the CDP process during a new product launch
Learn how to combine strategy with technology to create a holistic roadmap for becoming a true omnichannel brand

Expert Insights: Rick Erwin, CEO, Adstra
Capstone project: Merge your blueprint with your technology plan to set your omnichannel strategy in motion

At the end of the six weeks, your learnings will culminate in a hands-on capstone project. You will take up a case study and perform the situation analysis, assessment, and diagnosis of a channel transformation plan. You will use your learnings from the program to suggest recommendations for the channel strategy.