MKT46140

Welcome to Omnichannel Marketing Communications. I’m Julie, a marketing professor, digital enthusiast, and tech nerd. I’m co-teaching this module with Paul Dervan, author of Run With Foxes and a leading industry voice in marketing communications. Together, we’ll blend academic insight with real-world experience to help you master both the strategy and execution of omnichannel campaigns.

We’ll start with the essentials: what brand building is, how it differs from performance marketing, and which frameworks are worth considering before a campaign ever takes shape. From there, we’ll explore how to maximize creative effectiveness, position brands using modern approaches such as jobs to be done and category entry points, and make strategic choices about segmentation and targeting. We’ll discuss when to go broad to build share of voice, when to go narrow to drive immediate sales, and how to shape goals and messaging around those choices. We’ll also look at retention strategies and what it takes to build stronger customer lifetime value.

With these foundations in place, we’ll shift to measurement. You’ll learn how to evaluate advertising effectiveness against campaign goals, and how to write and critique briefs that capture the nuance needed for success. We’ll look at how B2B and B2C communication strategies differ. And finally, we’ll examine the huge potential of AI in marketing communications, from practical applications and tools to the broader implications for marketers, their roles, and their teams. Throughout the course, our focus will be on proven strategies, backed by data, that you can apply directly in practice.