Kellogg Executive Education’s Omnichannel Marketing program is designed to empower you with the knowledge and techniques to build and execute an omnichannel strategy, enabling you to compete in today’s competitive marketplace. In this 6-week online program, and under the guidance of faculty who teach in the top-rated MBA program for marketing, you will learn to navigate the most critical aspects of omnichannel marketing. These include:
Immerse yourself in a hands-on experience, applying tools and techniques to bring your omnichannel strategy to life.
Module 1: What Is Omnichannel Marketing?
While omnichannel may share a resemblance to other approaches, what makes omnichannel unique? Explore its fundamentals to understand what sets it apart and the critical role it plays in the customer journey. Then discover what it takes to create and deliver a successful omnichannel experience.
Module 4: Defining Your Plan: Your Go-to-Market Channel Options—Retail and Wholesale
Aligning your choice of retailer with the needs of your target market is critical. Develop a deeper understanding of the different types of retailers and how to choose the best fit for your audience. Then gain insights into buyer dynamics as well as legal and private label considerations. This module includes a guest appearance by Andy Hoar, founder of Paradigm B2B, who shares his perspective on the role of wholesalers and distributors and how to manage direct customer relationships and channel routes with intermediaries.
Module 2: Review of Marketing Fundamentals for Omnichannel
Today’s marketer is not ad maker. So, what does the job entail? Discuss the evolution of the marketer, and survey the essential tools and methods you can use to understand your audience. In addition, learn to craft a positioning statement, build a customer journey and design its execution.
Module 5: Defining Your Plan: Your Go-to-Market Channel Options—Direct, Marketplaces and Emerging
Deep dive into the different channel options and weigh their advantages and drawbacks. Then put your knowledge to work by creating a channel map for a business case. This module includes an interview with Emily Culp, CEO of Cover FX, who shares innovative go-to-market routes and options for determining an omnichannel strategy.
Module 3: Channel Fundamentals
Learn the fundamentals of a channel system and how to measure its success. Then gain, deeper insights into the dynamics of power and conflict. This module includes a conversation with Alicia Waters, CMO of Crate & Barrel, about knowing your customer, conflict resolution, metrics and Key Performance Indicators (KPIs).
Module 6: Bringing Your Blueprint to Life: Technology to Power Your Plan
Survey the technology needed to power an omnichannel system, and understand the benefits and challenges that accompany the use of a customer data platform. Then merge your blueprint with your technology plan in a capstone project to set your omnichannel strategy in motion. This module includes a dialogue with Rick Erwin, CEO of Adstra, about the importance and risk of identity within an omnichannel go-to-market strategy.
Jim Lecinski - Academic Director; Clinical Associate Professor of Marketing; L.G. Lavengood Outstanding Professor of the Year (2022)
Emily Culp - CEO, Cover FX
Rick Erwin - CEO, Adstra
Julie Hennessy - Clinical Professor of Marketing
Andy Hoar - Founder, Paradigm B2B
Alicia Waters - Chief Marketing Officer, Crate & Barrel
What is the program about?
Omnichannel Marketing provides professionals with frameworks that will enable any organization to meet the challenges posed by the modern-day marketplace. you will learn to navigate the most critical aspects of omnichannel marketing, including how to create growth for your brand, evolving from a single or multichannel strategy, and executing on a go-to-market plan using newfound omnichannel marketing techniques.
Is this program applicable to both B2C and B2B marketers?
Yes, it is relevant for both B2C and B2B marketers. Participants come from a wide range of industries that include retail, telecommunications, hospitality, global shipping, technology, automotive, manufacturing and others.
What is the learning experience?
Your learning experience will consist of frameworks delivered via video lectures, real world examples and case studies, application of frameworks through weekly activities, knowledge checks, discussion boards, and faculty engagement. The program culminates with a capstone project, bringing together all of the key concepts from the program and providing you with individualized feedback.
What is the program format?
The program consists of 6 modules delivered over 6-weeks online. Learners can expect to dedicate 4-6 hours per week to watch videos, complete assignments and participate in discussions. Modules are opened at the beginning of each week and have quizzes/assessments at the module’s conclusion. Learners may choose to engage with the program module all in one sitting or in smaller segments of time throughout the week. While the modules do not close, access to assignments is closed each week.
Could a learner choose to opt out of some topics?
No. This is an online program in which a topic module is introduced each week and the learner is expected to watch the video lectures, participate in discussions, complete the exercises/activities and take the mastery quiz at the end of each week to progress to the subsequent week’s topic.
What methods will be used for grading and evaluations?
Kellogg program leaders will review assignments, discussions and exercises to determine participants’ understanding of the material.
How much time is allocated to complete assignments?
The due date for submitting assignments is typically within 7 days of the module opening, but can be as long as 14 days, depending on the scope of the assignment. However, learners may request deadline extensions to accommodate for business and personal conflicts that may arise during the program timeframe. Reach out to the program leader to discuss any challenges you may have in completing assignments.
Can participation in this program be counted as credit toward a degree, either at Kellogg, Northwestern University or another academic institution?
No. Executive Education offers only non-degree programs and each participant receives a certificate of completion at the end of the program. This certificate does not count as credit toward a degree. In addition, at this time, our online programs do not count as credit toward a Kellogg Executive Scholar Certificate.
Does the program offer community engagement for learners?
Yes, participants can create a profile, connect and collaborate with peers, and interact with academic/industry experts such as program leaders and teaching assistants. Office hours will be held during the program and all participants are welcome to join in with questions or to discuss assignments.
What are the requirements for accessing the program?
Participants will need the following to access the Omnichannel Marketing program:
Do the programs offer a certificate?
Yes. Participants will receive a digital certificate of completion from Kellogg following a successful conclusion to the program. Since this program is graded as a pass or fail, participants must receive an 80% to pass and obtain the certificate. This digital certificate can be shared with colleagues and posted on LinkedIn. (PLEASE NOTE: We do not provide reports of assessments, or “transcripts,” since this is a non-degree program.)
Who is Emeritus and what is their relationship with Kellogg Executive Education?
Kellogg Executive Education is partnering with Emeritus Institute of Management, an online education provider, to develop and deliver this program. By working with Emeritus, we are able to provide broader access to Executive Education, beyond our on-campus offerings, in a collaborative and engaging format that is consistent with Kellogg’s standard of quality.