University of Alberta
Log in Sign up

MARK 4024 - Omni-Channel Marketing Fall 2023

B433
Closed
George Brown College
George Brown College
Toronto, Ontario, Canada
Stephanie Wallace
Stephanie Wallace She / Her
Professor
(8)
6
Timeline
  • September 18, 2023
    Experience start
  • October 9, 2023
    Student Q&A
  • December 11, 2023
    Final Student Presentations
  • December 15, 2023
    Experience end
Experience
3/3 project matches
Dates set by experience
Preferred companies
Anywhere
Sole proprietorship, Startup, Family-Owned, Small to medium enterprise
Any industries
Categories
Customer segmentation Lead generation Social media marketing Marketing analytics Marketing strategy
Skills
omni-channel marketing auditing
Learner goals and capabilities

Today’s customer journey crosses a variety of touchpoints – both online and off. From brick and mortar retail locations to a variety of digital experiences including websites, mobile apps and social media, a successful omni-channel approach provides a customer-centric experience.


Students will work with businesses to create a unified, on-brand, and effective experience across multiple devices and channels - optimizing accessibility, visibility, and user experience at every step.

Learners
Graduate
Any level
40 learners
Project
40 hours per learner
Educators assign learners to projects
Teams of 4
Expected outcomes and deliverables

Students audit the organization’s current omni-channel approach (in a report) and present their findings and recommendations (via an online presentation).

Project timeline
  • September 18, 2023
    Experience start
  • October 9, 2023
    Student Q&A
  • December 11, 2023
    Final Student Presentations
  • December 15, 2023
    Experience end
Project Examples

Omni-Channel Marketing Audit

Students will act as digital marketing consultants who focus on creating an omni-marketing strategy by understanding and analyzing the channels customers interact with your business.


The audit will analyze every part of the buying cycle to identify gaps in the current user journey, from discovery to research to checkout, as well as post-purchase touchpoints such as returns and remarketing. Based on student research, recommendations will be provided for a unified, cross-channel path to purchase for their identified customer (persona).


For the weeks leading up to the delivery of the report, students will live and breathe your business and follow all your marketing channels like website, social media, email, events, etc. They will sign up for any e-mail newsletters, follow your blogs (if any) and go to a physical location to see if there is any location-based or proximity marketing tools in use (or whether there could be).