Overview

Customer loyalty through omnichannel

Most companies are ‘doing digital’ but nearly 50% lack a defined strategy. Even fewer have created an omnichannel strategy that looks at how physical and digital marketing intersect.

  • 50% – Mobile devices accounted for over 50% of all organic search visits in Q1 2019.
    SOURCE: MERKLE, DIGITAL MARKETING REPORT Q1 2019
  • 92% – Businesses that show up on the first page of Google get 92% of consumer traffic.
    SOURCE: JOAL HOUSE 2019
  • 10% – Employment of advertising, promotions, and marketing managers is projected to grow 10% in the next seven years, faster than the average for all occupations.
    SOURCE: U.S. Bureau of Labor Statistics

Customer journeys are made up of mobile ‘micro-moments’

Right for you

Businesses are feeling the pressure to elevate marketing efforts and cut through the noise. This programme is designed for:

  • Experienced traditional marketers who come from corporate communications or non-digital backgrounds, seeking to round-out their marketing mindset by learning the latest digital methods and gaining a big picture perspective. Titles may include CMO, marketing director, marketing manager, brand manager, account manager, communications manager and product manager.
  • Non-marketing leaders who seek a holistic view of the latest marketing trends and strategies for building customer loyalty as a pathway to growth. Titles may include CEO, COO, managing director, founder, president and general manager.
  • Early-career marketers who are digital natives and may have experience with some components of the marketing mix but seek to build broader capabilities for their career growth. Titles may include marketing coordinator, marketing specialist, marketing analyst and PPC/SEO/content specialist.
  • Professionals from a non-marketing field making a horizontal move into marketing, such as product development, human resources, operations, finance and customer service.

Good for you

  • Learn how to use the 3C Framework, as well as which success metrics to track across different marketing activities.
  • Learn how to deliver an omnichannel strategy to deliver higher customer loyalty rates – and put you ahead of your competition.
  • Interact through live sessions with London Business School faculty and marketing simulations.
  • Contribute to discussion boards moderated by the learning facilitator and build your global peer network.
  • Build credibility with a London Business School certificate of completion.

GET PROGRAM INFO

Take the first step to a Global Education

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  • Starts on

    April 29, 2020

  • Duration

    3 Months, Online

    (4-6 hours per week)
  • Course Fees

    US$ 3,000*

Curriculum & Faculty

What you learn

  • How does the new digital consumer behave and how does marketing look different in the social-digital age?
  • What is content marketing and why is it so important?
  • What metrics tell us if content marketing is working?
  • How do search engines work and why is search so central to digital marketing success?
  • Which strategies convert best on Google AdWords and Amazon Marketplace?
  • How do we leverage social networks for mobile advertising?
  • How do we build advocacy across social networks?
  • How can we integrate wallets, apps and payments into one cohesive loyalty strategy?
  • What is location-based mobile marketing and how does it fit into an omnichannel approach?
  • What is the omnichannel customer journey – what are the touchpoints and how does it convert into a strategy?

 

syllabus

Interpret digital marketing trends and see examples of the 3C Framework in action.
Understand what content marketing is (and isn’t), how to build a strategy and what metrics define its success. Case study: LEGO: Building customer communities through technology.
Explore how search engines work and what elements make for a good SEO strategy. Case study: Online marketing at Big Skinny, a marketing tech firm.
Deconstruct paid search, how it works, and which strategies convert best on AdWords and Amazon Marketplace.
Revise your mindset to think about apps not ads and discover what metrics to measure.
Tune into the social media listening-response loop to gather insights, identify trends and build a social listening strategy.
Understand the power of social sharing, creating influencers and fostering social media advocacy – even in B2B environments. Case study: social strategy at Cisco Systems and the Cisco Learning Network.
Appreciate the pay off for personalising digital content and learn how to integrate wallets, apps and payments into one cohesive loyalty strategy. Case study: Starbucks’ Loyalty Reigns.
Learn why location is the new currency of marketing and how an omnichannel marketing strategy will put you ahead of your competition. Case study: Showrooming at Best Buy.
Learn about the touchpoints that make up a customer journey in an omnichannel approach to inform your own unified marketing strategy.

Faculty

Lil Mohan
Lil Mohan

Adjunct Professor of Marketing London Business School

Lil Mohan is an entrepreneur and an academic. As Adjunct Professor of Marketing, he covers several topics including Digital, Social Media, M Commerce, Omnichannel and Advertising. He brings to his teaching a variety of experiences from Amazon, Intel, Motorola, Sun Microsystems, and two successful high-tech start-up companies: Junglee and Snapstick.

Anja Lambrecht
Anja Lambrecht

Professor of Marketing

Professor Anja Lambrecht’s research focuses on digital marketing, with a particular emphasis on online targeting and advertising as well as promotion and pricing. She has examined how firms can use retargeting to reach out to consumers and how firms can advertise on Twitter to early trend propagators. Her work on digital pricing has examined, among others, freemium pricing for online content sites and mobile apps. Her current work further focuses on how spillovers between different economic actors in digital markets can lead to apparent algorithmic bias.

Learning Experience

  • Flexibly access programme content through multiple devices, allowing you to easily manage schedules and learn remotely – anytime, anywhere.
  • Weekly marketing simulations designed to give you practice managing your overall marketing mix and individual campaigns.
  • Case studies featuring some of the world’s most prominent brands including Starbucks, LEGO, Cisco, Best Buy, and L’Oréal.
  • The learning material schedule follows a modular approach, with new content released weekly.
  • Peer learning – in the form of discussion forums and surveys – allowing you to track your progress.
  • Video lectures and live teaching sessions with Q&As create an immersive, engaging learning environment, easily accessed from outside the classroom.
  • Our unique platform allows users to create a profile, connect and collaborate with peers, and interact live with subject matter experts who will facilitate your learning.

 

CERTIFICATE

Upon successful completion of the programme, you’ll earn a digital certificate of completion from London Business School.

Certificate Click to view certificate

All certificate images are for illustrative purposes only and may be subject to change at the discretion of London Business School.