Multichannel strategies (5 cr)

Objective

You can analyze and draw conclusions regarding the effects of the digital competitive environment to the marketing of a company.
You can identify and evaluate customers’ needs for omnichannel service
You can evaluate and plan how to improve business with multichannel strategies.
You can choose and apply various means to produce multichannel customer service and you can justify your choices.

Content

How does the digital competitive environment affect a company’s marketing?
How to utilize multichannel strategies in sales, delivery, communication and customer service?
How to identify customers’ needs and wants for omnichannel service?
What are benefits and challenges of multichannel marketing?

Evaluation

a. You are able to find, study, produce and evaluate critically data related to factors affecting company’s marketing
b. You are able to solve demanding problems in research and development work.
e. You are able to evaluate strategic approaches and justify their use in terms of management and development.

Course material

- Video lectures in Learn (recordings)
- 5 - 6 selected journal articles regarding multichannel
All material are in English.
Fluent reading of journal articles is a useful skill in this course.

Study forms and methods

The student can complete the course at a faster pace as well.

RDI and work-related cooperation

In the analysis task, the theoretical basis is applied to the development of the student's own or another organization.

Timing of exams and assignments

This course is a web course. All assignments and exams need to be carried out according to a given schedule.

The course will be opened in 24 January 2022 and ends in 10 April 2022.

Student workload

Student's workload is approximately 130 hours.

Further information

This course is a web course. All assignments and exams need to be carried out according to a given schedule. The course will be opened in 24 January 2022 and ends in 10 April 2022.

Lecturer: Principal lecturer Heli Kesämaa, heli.kesamaa@xamk.fi
The lecturer will send students a key to Learn course via e-mail approximately one week before the course starts.
There is no contact teaching in this course. In the beginning we'll have a Teams meeting and during the course also a few Teams meetings regarding the contents of the articles (no lectures). The language in Teams discussions is Finnish or English according to the participants. All students are strongly recommended to attend the Teams meetings. The meetings are not recorded.

Evaluation scale

1-5

Assessment methods and criteria

Evaluation is based on various exams and one analysis assignment in Learn. In this assignment the students will apply the themes of multichannel in their own organisation. Evaluation criteria is described in the course description.

Further information

- On-line course
- Instruction language is English.