240730 Omnichannel Marketing Strategy

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Subject handbook information prior to 2024 is available in the Archives.

UTS: Business: Marketing
Credit points: 6 cp

Subject level:

Postgraduate

Result type: Grade and marks

Requisite(s): (240729 Digital Marketing Today AND 240710 Digital Consumer Behaviour) AND ((240715 Data-Driven Marketing AND 570101 Branding in the Digital World) OR 240834 Marketing in the Age of Technology )
There are course requisites for this subject. See access conditions.

Description

This subject enables students to develop an in-depth and thorough understanding of omnichannel marketing strategy – how to integrate digital and non-digital marketing channels and touchpoints in order to create a seamless experience for customers across their shopping journey. This subject requires students to explore and critically evaluate the current situation of channel integration in organisations and suggest recommendations and solutions to improve channel/touchpoint.

Subject learning objectives (SLOs)

Upon successful completion of this subject students should be able to:

1.	examine marketing channels in relation to the customer journey, touchpoints and behaviour
2.	evaluate the integration and synergy of various digital and non-digital marketing channels to apply it to development of own strategies
3.	develop strategies across digital and non-digital marketing channels to create a seamless customer experience
4.	communicate the customer benefits of chosen strategies to key stakeholders

Contribution to the development of graduate attributes

This subject contributes to the development of the following graduate attributes:

Communication and collaboration
Social responsibility and Cultural awareness
Professional and technical competence

Teaching and learning strategies

This subject is taught fully online. Each week is self-paced through the learning management system. Students are expected to complete a range of different learning activities throughout the week. Activities provide opportunities to learn, apply and discuss the knowledge gained in a practical manner. Feedback is provided from both peers and teaching staff throughout the activities. Students are encouraged to actively provide feedback and interact with staff and students. Online “Zoom” sessions will be held throughout the subject to allow students to interact with staff and other students, ask questions and receive clarification and feedback.

Content (topics)

This subject underscores the importance of channel integration and seamless customer experience at a time that consumers increasingly use multiple digital and non-digital touchpoints in their shopping journey. This subject explores:

Foundations of omnichannel marketing strategy
Channel integration
Omnichannel consumer behaviour
Omnichannel marketing communications
Omnichannel marketing strategy

Assessment

Assessment task 1: Mapping a customer journey in an omnichannel context (Individual)

Objective(s):	This addresses subject learning objective(s): 1
Weight:	15%
Criteria:	Demonstrates an understanding of customer journey and online and offline touchpoints through which customers interact with a brand Level and depth of insight Clarity of exposition and visual appeal

Assessment task 2: Critical evaluation of channel integration (Individual)

Objective(s):	This addresses subject learning objective(s): 2
Weight:	40%
Criteria:	Demonstrate an understanding of the strength and weaknesses in relation to channel/touchpoint integration of a company Level and depth of the critical evaluation and analysis Clarity of exposition

Assessment task 3: Omnichannel strategic recommendations video (Individual)

Objective(s):	This addresses subject learning objective(s): 3 and 4
Weight:	45%
Criteria:	Demonstrates an understanding of omnichannel marketing strategic recommendations to improve channel/touchpoint integration Level and depth of insight Clarity of exposition and visual appeal

Minimum requirements

Students must achieve at least 50% of the subject’s total marks.

Required texts

This a textbook-free subject. Readings are provided for each module.