24763 Omnichannel Marketing

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Subject handbook information prior to 2025 is available in the Archives.

UTS: Business: Marketing
Credit points: 6 cp

Subject level:

Postgraduate

Result type: Grade and marks

Requisite(s): ((24734 Marketing Management OR 24834 Marketing Decision Making) AND 24710 Customer Experience and Behaviour)
These requisites may not apply to students in certain courses.
There are course requisites for this subject. See access conditions.

Description

Omnichannel strategy is the creation of seamless and integrated customer experiences across multiple channels and touchpoints. Students learn how to develop and implement omnichannel strategies that align with customer preferences and behaviours, including the design and management of effective business-to-business (B2B), business-to-consumer (B2C) and consumer to peer (C2C) channel relationships. By the end of the subject, students have developed the skills and knowledge to create and implement effective omnichannel strategies that enhance customer satisfaction, loyalty, and advocacy.

Subject learning objectives (SLOs)

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

1.	Analyse omnichannel principles and the impact it has on marketing strategy
2.	Create and analyse customer journey maps to identify opportunities for seamless integration across various marketing channels
3.	Apply appropriate data analytics to develop effective omnichannel strategies and optimise customer experiences
4.	Develop an effective campaign integrating multiple channels to create a cohesive marketing program

Contribution to the development of graduate attributes

This subject contributes to the development of the following graduate attribute(s):

Intellectual rigour and innovative problem solving
Communication and collaboration

Teaching and learning strategies

You will engage with interactive online learning modules that cover the theoretical aspects of omnichannel marketing while also participating in on-campus sessions for hands-on application and collaborative discussions. The online modules are designed to encourage synergistic participation, with short activities utilising a range of software tools aimed at supporting student participation outside the on-campus classroom. Using an experiential learning approach, you will practice decision-making, effective communication, and problem-solving skills during class time to ensure you gain a well-rounded understanding of the subject. Assignments will then support the practical nature of the subject and be designed to expand your ability to make informed choices, convey ideas clearly, and tackle complex challenges. Assessments are designed in such a way that you will be able to present your work to an existing or potential employer as evidence of your understanding of how omnichannel marketing contributes to professional practice.

Content (topics)

What is Omnichannel Marketing
Omnichannel Marketing and the Customer Experience
Omnichannel Retailing
Omnichannel Marketing Communications
Managing Omnichannel Integration
Omnichannel Metrics
Managing Channel Relationships
Strategic Omnichannel Decision Making

Assessment

Assessment task 1: Experiential Case Study (30% Group and 10% Individual)

Intent:	Customer Journey Map: 10% (Individual) Interactive Case Study: Pre-launch Campaign 30% (Group)
Objective(s):	This addresses subject learning objective(s): 1, 2 and 3
Weight:	40%
Length:	Customer Journey Map: 800 word equivalency Interactive Case Study: Pre-launch Campaign: 3000 words (+/- 10%)
Criteria:	Customer Journey Map Application of Omnichannel marketing principles Clarity and organisation of the customer journey map The depth and critical analysis of the strengths and weaknesses observed at different channel touchpoints along the pre-purchase journey. The quality of insights gained from the pre-purchase journey to provide recommendations From this, you will use your learning experience to complete the second part of this assignment. Interactive Case Study: Pre-launch Campaign Ability to analyse and interpret each week's case study scenario, identifying core issues and challenges, including matters around professional practice The quality and relevance of the strategic actions proposed in response to each week's scenario The extent to which proposed actions align with the overarching goals of the case study and contribute to a comprehensive solution Evaluate recommendations and their feasibility and potential for real-world application Level of innovation and creative problem-solving demonstrated in response to the case study challenges Clarity and effectiveness of final submission, including the organisation of content, visual elements, and overall written presentation

Assessment task 2: Omnichannel Strategic Prototype (Individual)

Objective(s):	This addresses subject learning objective(s): 1, 2, 3 and 4
Weight:	60%
Length:	3000 word equivalency (+/- 10%)
Criteria:	Quality and relevance of the research conducted to inform their omnichannel strategies. Ability to collect, analyse, and apply data to make informed decisions Effective use of a variety of digital tools and platforms in the development of the omnichannel prototype, focusing on the integration of different channels. Level of creativity and innovation displayed in the development of the omnichannel prototype and the strategy as a whole. Clarity, structure, and depth of the written report, including the explanation of the omnichannel strategy, rationale for channel choices, and data-driven insights. Effectively communicate omnichannel strategy, findings, and recommendations

Minimum requirements

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

Required texts

There is no required textbook for this subject. However, students are expected to keep up with all the readings and supplied material within each Canvas module in order to participate in class and be able to complete all assessments.

References

Dirsehan, T. (2020). Managing Customer Experiences in an Omnichannel World: Melody of Online and Offline Environments in the Customer Journey (latest ed.). Emerald Publishing Limited.

Ziliani, C., & Ieva, M. (2020). Loyalty Management: From Loyalty Programs to Omnichannel Customer Experiences (latest ed.). Routledge. https://doi.org/10.4324/9780429022661