MARK 4026 - Omni-Channel Marketing
General
- Graduate
- 50 learners; teams of 4
- 16 hours per learner
- Dates set by experience
- Learners self-assign
Preferred companies
- 3/2 project matches
- Toronto, Ontario, Canada
- Academic experience
- Any
- Any
Categories
Skills
Project timeline
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February 15, 2021Experience start
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February 16, 2021Project kick-off & Scope Meeting
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March 23, 2021Client Q&A
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April 20, 2021Experience end
Timeline
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February 15, 2021Experience start
-
February 16, 2021Project kick-off & Scope Meeting
Meeting between students and company to confirm: project scope, communication styles, and important dates.
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March 23, 2021Client Q&A
Gives students the opportunity to ask last minute questions before they complete their audit.
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April 20, 2021Experience end
Overview
- Details
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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, 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, Marketing strategy
- Deliverables
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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:
Provide a dedicated contact who can attend for the project kick-off, student Q&A and the best of the best student presentations - all online but during their class times (which are still TBC).
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 or phone calls over the duration of the project to address students' questions.