FTMBA 2024 Omnichannel Business

Digitalization in all its technological facets is going to radically change the traditional retail landscape. New players enter the market and challenge business models of established companies. Consumers adapt their purchasing behavior and increasingly expect a seamless shopping experience. Simultaneously, the influence of companies on consumers decreases due to the Internet‘s information transparency.

Companies have to adapt to this changing environment if they want to successfully face digital transformation. This course focuses on how Omnichannel Business can be used to realize consumer-centric growth in the digital age. With the core topics Omnichannel Strategy, Omnichannel Marketing, and Omnichannel Sales the course conveys a conceptual framework, theoretical foundations, as well as numerous practical applications of Omnichannel Business.

Core topics:

1. Omnichannel Strategy: Challenges of the Digital Age, Strategies for Melting Physical and Digital World, Generating Omnichannel Consumer Insights (e.g., big data)

2. Omnichannel Marketing: Omnichannel Product and Category Management, Omnichannel Price Management, Cross-Media and Omnichannel Communications

3. Omnichannel Sales: Omnichannel Customer Relationship Management, Sales Channel Choices and Coordination, Omnichannel Fulfilment

tba

The course combines lectures, class room discussions, case studies and guest lectures from experts.

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