Course curriculum

  • 1

    Section 1: Introduction to omnichannel marketing

    • 1.1 Welcome to this unit

    • 1.2 Introducing omnichannel marketing

    • 1.3 What this unit will cover

    • 1.4 What you’ll learn

    • 1.5 A note on completing this unit

    • 1.6 Section 1 quiz
  • 2

    Section 2: Understanding omnichannel marketing

    • 2.1 Welcome to section 2

    • 2.2 Understanding online channels

    • 2.3 Understanding offline channels

    • 2.4 Creating consistent experiences

    • 2.5 Using QR codes in campaigns

    • 2.6 Tracking online and offline behaviours

    • 2.7 Using UTM tracking

    • 2.8 Managing multi-channel data

    • 2.9 Managing omnichannel campaigns

    • 2.10 Considering legislation

    • 2.11 Section 2 quiz
  • 3

    Section 3: Planning omnichannel marketing

    • 3.1 Welcome to section 3

    • 3.2 Interpreting a client brief

    • 3.3 Understanding budgets and timeframes

    • 3.4 Determining objectives

    • 3.5 Selecting channels

    • 3.6 Mapping customer touchpoints

    • 3.7 Determining communications

    • 3.8 Planning tracking

    • 3.9 Setting success metrics

    • 3.10 Creating a campaign plan

    • 3.11 Campaign plan template

    • 3.12 Section 3 Quiz
  • 4

    Section 4: Implementing a campaign

    • 4.1 Welcome to section 4

    • 4.2 Running an omnichannel campaign

    • 4.3 Briefing technical specialists

    • 4.4 Briefing copywriters and designers

    • 4.5 Creative brief template

    • 4.6 Finalising marketing materials

    • 4.7 Testing tracking

    • 4.8 Launching the campaign

    • 4.9 Monitoring interim performance

    • 4.10 Interim performance report template

    • 4.11 Section 4 quiz
  • 5

    Section 5: Reporting on performance

    • 5.1 Welcome to section 5

    • 5.2 Gathering data

    • 5.3 Comparing performance

    • 5.4 Recognising successes

    • 5.5 Identifying improvements

    • 5.6 Preparing recommendations

    • 5.7 Developing campaign performance reports

    • 5.8 Campaign performance report template

    • 5.9 Presenting reports

    • 5.10 Section 5 Quiz
  • 6

    Section 6: Omnichannel marketing summary

    • 6.1 Welcome to section 6

    • 6.2 Key takeaways

    • 6.3 The future of omnichannel marketing

    • 6.4 How to keep your knowledge up to date

    • 6.5 Congratulations and what’s next
  • 7

    BONUS SECTION: Additional Resources

    • 7.1 Bonus section introduction

    • 7.2 Omnichannel Commerce Report - Where to Engage Today's Shoppers

    • 7.3 The Enterprise Guide to Delivering Next Generation Digital Experiences

    • 7.4 Global Consumer Report - Current and Future Shopping Trends

    • 7.5 Omnichannel Retail Strategies in the Era of Connected Commerce Experiences

    • 7.6 Dissecting the Art of Building Great Customer Experiences

    • 7.7 State of CX Research Report

    • 7.8 How To Make and Use QR Codes for Your Business

    • 7.9 Demystifying AI in Retail - Connecting Consumers and Retailers

    • 7.10 Glossary of digital marketing terms