This information sheet indicates how the course will be organized at pandemic code level yellow and green.
If the colour codes change during the academic year to orange or red, modifications are possible, for example to the teaching and evaluation methods.

Omnichannel & Digital Marketing

Course Code :2115TEWMKT
Study domain:
Academic year:2020-2021
Semester:1st semester
Contact hours:60
Credits:6
Study load (hours):168
Contract restrictions: Exam contract not possible
Language of instruction:English
Exam period:exam in the 1st semester
Lecturer(s)Annouk Lievens

3. Course contents *

This course carries the double title of Omnichannel and Digital Marketing. This double title reflects the grouping of two fields of study and practice which are interesting and substantial in them, but which are also connected and intertwined in developed high-tech economies.

From an omnichannel perspective this course is designed to understand how organisations develop offline & online marketing channels & strategies that may leverage value creation, market differentiation and competitive advantage. The following subjects will be discussed: 

Determinants of channel strategy and design & multi-channel/omnichannel integration as a major tool of successful channel management

Customer experience management & store atmospherics and impact on buying behaviour

Retail branding challenges, retail promotion & retail pricing strategies

Channel relationships, channel conflict and coordination 

Choosing the right marketing channel metrics

This part of the course will be built on co-creation by the students, as they will study the most recent research topics within omnichannel management through academic literature integration and presentation/discussion in class. 

From a digital marketing perspective, the following subjects will be discussed:    

Digital business models and concepts

E-commerce infrastructure (The Internet, Web, and Mobile Platform) & building a digital presence: web sites, mobile sites, and apps

Digital marketing and advertising concepts: social, mobile, and local marketing

Online content and media, social networks, auctions, and portals

This part of the course will be built on lectures (including one guest lecture).