School Of Business

Omnichannel MarketingWestern Sydney University Unit Code: 201087.1

Discipline: MARKETING

Student Contribution Band: 4

Level: 3

Credit Points: 10

Equivalent Units
200091 - Business to Business Marketing

200083 Marketing Principles

About this Unit
Technology advances are changing customer value requirements. As a result, customers expect an efficient, insightful and tailored service which requires personalised selling processes through high performance technology and customer-centred business models. Multiple touchpoints and digitally driven processes are created to reach them in the right place at the right time. Omnichannel marketing is now central to business transactions. This unit provides students with an understanding of the dynamics and complexities in creating value across various touchpoints in the business to business space. It considers the need to develop an enterprise-wide digital strategy and align technology, organizational structure and processes to develop an omnichannel approach to provide consistent and seamless engagement with buyers.

Special Requirements - Essential Equipment
A computer and internet access

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