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MARK 4024 - Omni-Channel Marketing Winter 2023

MARK 4024
Closed
George Brown College
George Brown College
Toronto, Ontario, Canada
Stephanie Wallace
Stephanie Wallace She / Her
Professor
(9)
6
Timeline
  • January 9, 2023
    Experience start
  • February 14, 2023
    Client Q&A with students
  • April 11, 2023
    Experience end
Experience
3/4 project matches
Dates set by experience
Preferred companies
Anywhere
Any
Any industries
Categories
Customer segmentation Digital marketing Lead generation Social media marketing Marketing analytics
Skills
digital marketing sales & marketing business consulting marketing strategy research
Learner goals and capabilities

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.

Learners
Graduate
Any level
30 learners
Project
30 hours per learner
Learners self-assign
Teams of 4
Expected outcomes and deliverables

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

Project timeline
  • January 9, 2023
    Experience start
  • February 14, 2023
    Client Q&A with students
  • April 11, 2023
    Experience end
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).

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

Provide a joint letter (with GBC) of commendation for finalist student presenters.