• Marketers and brand managers—particularly brand owners, suppliers, vendors, manufacturers, and also retailers—who want to understand the complexities of omnichannel marketing
• Managers who want to provide a seamless brand experience for their customers and community that will drive value and loyalty.
• Senior business leaders in the retail industry, category heads, and category managers who want to stay on top of the disruption and change caused by consumer behavior, the retail landscape, and technology
• Marketing consultants and agency-side professionals who wish to offer an innovative, end-to-end marketing strategy to their clients

• Learn what omnichannel marketing offers over a conventional single or multichannel approach
• Learn to design blueprints for omnichannel marketing campaigns, control the distribution of your products more effectively, and make them accessible to your customers
• Understand how to leverage marketing concepts, including targeting, customer lifetime value (CLV), positioning statements, and customer journey maps, to help fine-tune your omnichannel strategy
• Explore how an omnichannel brand manages relationships with different types of wholesalers and retailers, and identify the best ways of measuring channel success to optimize your strategy
• Understand the nuances of channel relationships, including legal and private label considerations, to select the channels that work best for your brand
• Discover the importance of technology in powering an omnichannel strategy. Understand the pros and cons of CRM and marketing automation systems with customer data experience platforms (CDPs) and learn how to select the best option for your plan

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:

• Valid email address
• Computing device connected to the internet (Mac/PC/laptop, tablet or smartphone)
• The latest version of your preferred browser to access our learning platform (Chrome and Firefox are preferred for accessing Canvas)
• Microsoft Office and PDF viewer to access content such as documents, spreadsheets, presentations, PDF files, and transcripts
• Additional software and resources may be required for certain programs – this will be communicated upon registration and/or at the beginning of the program
• PLEASE NOTE: Google, Vimeo and YouTube may be utilized in the program delivery

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.

Additional questions?

Please contact us by calling 847-467-6018 or email us at execedonline@kellogg.northwestern.edu.