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MARK 4026 - Omni-Channel Marketing Fall 2022

MARK 4026
Closed
George Brown College
George Brown College
Toronto, Ontario, Canada
Stephanie Wallace
Stephanie Wallace She / Her
Professor
(8)
6
General
  • Graduate
  • 30 learners; teams of 4
  • 30 hours per learner
  • Dates set by experience
  • Learners self-assign
Preferred companies
  • 1/1 project matches
  • Anywhere
  • Academic experience
  • Any
  • Any
Categories
General Customer segmentation Digital marketing Lead generation Social media marketing Marketing analytics
Skills
digital marketing sales & marketing business consulting marketing strategy research
Project timeline
  • October 1, 2022
    Experience start
  • October 16, 2022
    Client Q&A with students
  • December 17, 2022
    Experience end
Overview
Details

Today’s customer journey crosses a variety of touchpoints – both online and off. From brick and mortar retail locations to a variety of digital experiences including websites, mobile apps and social media, a successful omni-channel approach provides a customer-centric experience.

Students will work with businesses to create a unified, on-brand, and effective experience across multiple devices and channels - optimizing accessibility, visibility, and user experience at every step.

Learner skills
Digital marketing, Sales & marketing, Business consulting, Marketing strategy, Research
Deliverables

Students audit the organization’s current omni-channel approach (in a report) and present their findings and recommendations (via an online presentation).

Project Examples

Omni-Channel Marketing Audit

Students will act as digital marketing consultants who focus on creating an omni-marketing strategy by understanding and analyzing the channels customers interact with your business.

The audit will analyze every part of the buying cycle to identify gaps in the current user journey, from discovery to research to checkout, as well as post-purchase touchpoints such as returns and remarketing. Based on student research, recommendations will be provided for a unified, cross-channel path to purchase for their identified customer (persona).

For the weeks leading up to the delivery of the report, students will live and breathe your business and follow all your marketing channels like website, social media, email, events, etc. They will sign up for any e-mail newsletters, follow your blogs (if any) and go to a physical location to see if there is any location-based or proximity marketing tools in use (or whether there could be).

Additional company criteria

Companies must answer the following questions to submit a match request to this experience:

Be available for a quick phone call with the instructor to initiate your relationship and confirm your scope is an appropriate fit for the course.

Provide a dedicated contact who is available to answer periodic emails over the duration of the project to address students' questions.

Provide a dedicated contact who can attend for the client introduction and student Q&A and the best of the best student presentations - can be online or in-person.