International Business Studies PT
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Omnichannel Customer Management

level of course unit

1. Study cycle, Bachelor

Learning outcomes of course unit

The students:
• understand the importance of omnichannel marketing in order to win over customers with their constantly-changing requirements for the company in the long term.
• know the positive effects that using the right marketing channels has on brand and company success.
• can link digital and physical communication and distribution channels.
• know how to apply the concept of customer journeys and integrate them into omnichannel strategies.

prerequisites and co-requisites


course contents

• Theoretical and practical fundamentals of the omnichannel ecosystem
• Interaction between omnichannel and corporate strategy
• Customer behavior, customer analysis and customer journey
• Omnichannel strategies in connection with a company's marketing mix

recommended or required reading

• Böckenholt, Ingo; Mehn, Audrey; Westermann, Arne: Konzepte und Strategien für Omnichannel-Exzellenz – Innovatives Retail-Marketing mit mehrdimensionalen Vertriebs- und Kommunikationskanälen. Springer (in the current edition)
• von Gizycki, Vittoria (eds.): Omnichannel Branding – Digitalisierung als Basis erlebnis- und beziehungsorientierter Markenführung. Springer (in the current edition)
• Ramadan, Shady: OmniChannel Marketing – the Roadmap to Create and Implement Omnichannel Strategy For Your Business. Independent (in the current edition)
• 1-2 current articles from professional journals

assessment methods and criteria


language of instruction


number of ECTS credits allocated


eLearning quota in percent


course-hours-per-week (chw)


planned learning activities and teaching methods

Blended Learning

semester/trimester when the course unit is delivered


name of lecturer(s)

Prof. (FH) Dr. Peter Dietrich

course unit code


type of course unit

integrated lecture

mode of delivery


work placement(s)