MARK 4024 - Omni-Channel Marketing Fall 2023
General
- Graduate; 2nd year
- 40 learners; teams of 4
- 40 hours per learner
- Dates set by experience
- Educators assign learners to projects
Preferred companies
- 3/3 project matches
- Anywhere
- Academic experience
- Sole proprietorship, Startup, Family owned, Small to medium enterprise
- Any
Categories
Skills
Project timeline
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September 18, 2023Experience start
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October 9, 2023Student Q&A
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December 11, 2023Final Student Presentations
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December 15, 2023Experience end
Timeline
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September 18, 2023Experience start
-
October 9, 2023Student Q&A
Live virtual or in-person student Q&A halfway through the semester.
-
December 11, 2023Final Student Presentations
Live or virtual student presentations
-
December 15, 2023Experience 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
- Omni-channel marketing, Auditing
- 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).