OMNI CHANNEL MANAGEMENT (2 SCU)

Learning outcome:

Upon successful completion of this course, students are expected to: be able to maping consumer journeys that involve multichannels and touch points; design channel strategies for branded good manufacturers in the digital era; have experience with executing the strategy in the real world; demonstrate effective presentation skills.

Topics:

With the proliferation of ICT, both consumers and companies have found flexibility  in deciding how to channel and pick up the products. ICT development has created the possibility to create consumer experience through multiple channels. The leverage of physical store as the pick up point has created the phenomena of buying online, pick up at store.  The development of omnichannel has demanded the seamless experiences to satisfy the consumers. This course is designed to sharpening the ability of students to understand the consumer journey and design their omni channel strategy. This course also introduce students with the back office operation of retailers. A collaboration with the retail players will give a hands-on experience for students to implement their strategy.