Omnichannel Commerce

Department

Master's program International Business & Management

Course unit code

IBaM-M-3-M_8-OMC-ILV-O

Number of ECTS credits allocated

4.0

Name of lecturer(s)

Mag. Tuta Mario, FH-Prof. Dr. Harthaller Kristina

Mode of delivery

blended learning

Recommended optional program components

none

Recommended or required reading

Berger, J. (2016). Contagious: Why things catch on. Simon and Schuster.
Grewal, D. (2018). Retail marketing management: The 5 Es of retailing. Sage.
Grewal, D., Nordfält, J., & Roggeveen, A.L. (Eds.). (2014). Shopper marketing and the role of in-store marketing. Emerald.
Heath, C., & Heath, D. (2007), Made to Stick: Why Some Ideas Survive and Others Die. Random House.
Heinemann, G. (2020). Der neue Online-Handel: Geschäftsmodelle, Geschäftssysteme und Benchmarks im E-Commerce. Springer-Verlag.
Herhausen, D., Kleinlercher, K., Verhoef, P. C., Emrich, O., & Rudolph, T. (2019). Loyalty formation for different customer journey segments. Journal of Retailing, 95(3), 9-29.
Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management: toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45(3), 377‑401.
Kuehnl, C., Jozic, D., & Homburg, C. (2019). Effective customer journey design: consumersʹ conception, measurement, and consequences. Journal of the Academy of Marketing Science, 47(3), 551 568.
Lemon, K.N., & Verhoef, P.C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96.
Levy, M., Weitz, B.A., Grewal, D., & Madore, M. (2004). Retailing management. New York: McGraw-Hill Irwin.
Miller, D. (2017). Building a Story Brand: Clarify your message so customers will listen. HarperCollins Leadership.
Rudolph, T. (2009). Modernes Handelsmanagement: Eine Einführung in die Handelslehre, 2. Aufl., Schäffer Poeschel, Stuttgart

Level of course unit

Master

Year of study

Fall 2025

Semester when the course unit is delivered

3

Language of instruction

English

Learning outcomes of the course unit

Within this module, students will acquire competencies in omnichannel commerce. Students will be able to explain major differences between traditional, online, and omnichannel business models and to identify and orchestrate the most important communication and distribution channels and touchpoints for specific markets and industries. They will be able to map the omnichannel customer journey from pre-purchase to purchase and post-purchase for specific target groups and to develop specific marketing initiatives to increase customer experience at specific touchpoints and across the entire customer journey. Furthermore, students will be able to identify and measure the most relevant marketing metrics in omnichannel commerce and to learn from international best-practice examples in omnichannel commerce.

Course contents

• Characteristics of traditional, online, and omnichannel business models
• Communication and distribution channels and touchpoints for specific markets and industries
• The omnichannel customer journey for specific target groups
• Collecting and analyzing omnichannel customer data
• Marketing metrics along the omnichannel customer journey (customer satisfaction, customer inspiration, customer experience, customer loyalty)
• Customer experiences creation
• Marketing initiatives to enhance omnichannel commerce
• International best practice examples of omnichannel commerce

Planned learning activities and teaching methods

The course comprises an interactive mix of lectures, discussions and individual and group work.

Work placement(s)

none