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.

• Factual knowledge (omnichannel strategy, omnichannel marketing, and omnichannel sales),
• Management skills (e.g., how companies can adapt to a changing environment),
• Global knowledge (e.g., different industries, innovations, consumer insights),
• Critical thinking (e.g., classroom discussions, developing solutions), and
• Practical Knowledge (e.g., guest lectures).