Course: Omnichannel Marketing credits: 5

Course code
CIVB20OCM
Name
Omnichannel Marketing
Study year
2023-2024
ECTS credits
5
Language
English
Coordinator
Y.A. Chuhu
Modes of delivery
  • Tutorial
Assessments
  • Omnichannel Marketing - Other assessment

Learning outcomes

Upon successful completion of this course students will be able to  
 
  1. understand what a customer journey is and understand the process of setting up a marketing communication plan from A to Z;
  2. name the main marketing communication tools and explain the relationship between marketing communication tools, media types, content formats and content marketing;
  3. analyze target groups and their customer journey and select effective media types and content formats;
  4. formulate substantiated media advice; 
  5. understand the different paid, owned and earned media channels and understand the possibilities, advantages and disadvantages of the different digital marketing channels;
  6. understand what content creation is and compose relevant content for the different digital marketing channels.

Content

Level
Intermediate

Content
The course uses two topics to provide an inclusive view on omnichannel marketing
 

Marketing Communication  

During the past few decades the number of communication channels we have at our disposal has grown exponentially. There are numerous ways to communicate with (potential) customers and the competition for media attention is very strong indeed. Therefore, the questions must be how we can best reach our target groups, how we can make sure we stand out from the competition and that we are actually seen and heard, providing our (potential) customers with relevant information. Another question is whether this is influenced by the context or whether it concerns communicating directly to customers or business-to-business.   

In this course the student will be taught what to investigate before deciding how to use the media to reach the targeted audience and which criteria have to be considered in order to make an effective media plan. We will also pay attention to the most recent developments in marketing communication, focusing on content marketing and the “customer journey”. 

Digital Marketing  

The essence of Omnichannel Marketing – Digital Analysis is to learn and understand the basics of Digital Marketing. Understanding Digital Marketing starts with understanding the customer and his/her journey. From understanding why the customer journey is the new digital marketing funnel, we move on to composing SMART goals and defining a target audience, customer segments and persona. After we understand the basics we will learn about:  

  • paid, owned and earned media;
  • possibilities of the main Digital Marketing channels;  
  • content creation for different Digital marketing channels.  
These theories and developments are put into practice by the student through the use of cases and a report combining Marketing Communication and Digital Marketing. 

Literature/study materials
For the latest info, go to the reading list on the intranet: Hanze.nl/marketingprogramme or the Blackboard course.

 

Included in programme(s)

School(s)

  • School of Business, Marketing and Finance
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