Module 08: Multichannel Multimedia Marketing

• Overview
  • Channels and Media in the Digital Marketing Environment
  • Channel Strategy
  • Media Strategy
  • Challenges of multichannel multimedia strategy
  • Omnichannel Marketing
  • Platform as part of Channel Strategy
• Lecture Slides
  • Module 08 Presentation
• Lecture Notes
  • Module 08 Lecture Notes
• Lecture Assigned Articles
  • RA1
  • RA2
  • Test on RA1
  • Test on RA2
• Additional Materials
  • Case Study
  • Multichannel Marketing using CRM
  • Managing Marketing Communication in Multichannel System
• Learning Takeaways
  • Understand Multichannel Multimedia Marketing Strategy: Students will be able to define and differentiate between single-channel, multichannel, and omnichannel marketing strategies, and explain how firms use multiple channels (online/offline) and multiple media (traditional, new, social) to reach customers and enhance customer experience in the digital environment.
  • Apply Customer Journey Mapping and Touchpoint Management: Students will be able to map customer purchase journeys across multiple touchpoints, identify showrooming/webrooming behaviors, and design strategies to provide seamless customer experiences from awareness through advocacy in an omnichannel environment.
  • Design and Optimize Multimedia Communication Strategies. Students will be able to develop integrated multimedia marketing campaigns using appropriate media scheduling (continuous/burst/pulse), targeting strategies, and budget allocation across traditional, online, social, and mobile media while calculating key metrics (GRP, CPM, CPC) and addressing attribution challenges.
  • Analyze the Marketing Mix (4Ps) in Multichannel Contexts. Students will be able to evaluate how product, price, communication, and distribution strategies must be adapted and integrated across multiple channels, including understanding the blurring boundaries between place and promotion in digital commerce environments.