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Omnichannel Business Marketing

Course code
MKT461
Course type
BSc Course
Weekly Hours
2,0
ECTS
3,0
Term
HS 2022
Language
Englisch
Lecturers
Prof. Dr. Martin Fassnacht
Please note that exchange students obtain a higher number of credits in the BSc-program at WHU than listed here. For further information please contact directly the International Relations Office.

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.

Date Time
Thursday, 08.09.2022 08:00 - 15:15
Wednesday, 14.09.2022 08:00 - 11:15
Wednesday, 21.09.2022 08:00 - 11:15
Wednesday, 05.10.2022 08:00 - 15:15
The course includes the following categories of competencies:
  • 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).
Lectures and discussion
100% written examination
Es ist möglich, dieses Modul als Wahlfach zu belegen.
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