24763 Omnichannel Marketing

How 24763 is assessed

Each weight is printed on its Canvas assignment page, and together they match the subject's own summary: an Experiential Case Study worth 40% (the individual journey map at 10% and the group pre-launch campaign at 30%) and the prototype at 60%. The subject guidance states a minimum of 50% overall is required to pass the subject. For the group task, the assignment page warns that a missing peer evaluation may cost up to 30% of your individual mark for that task, while a later announcement mentions 25%; confirm on Canvas.

Current 24763 dates

Dates are as published in the three Canvas assignment pages, the weekly program and the Week 9 announcement for the Spring 2026 offering. Confirm exact deadlines and submission settings in the live LMS.

What 24763 covers

24763 runs as seven learning modules taught through fortnightly workshops in Spring 2026. Modules 1 and 2 define omnichannel marketing and its front-end and back-end elements, Module 3 covers journeys and personas, Module 4 retailing and convergent commerce, Module 5 branding, Module 6 communication, and Module 7 customer data and metrics. The mark comes from three coursework tasks weighted 10%, 30% and 60%.

It builds on Marketing Management and Customer Experience and Behaviour, which are its prerequisites, and it is taught in blended mode: there are no formal lectures, students complete a learning module on Canvas before each fortnightly three-hour workshop, and the workshops are practical and not recorded.

How the seven modules build

Module 1 separates omnichannel from multichannel marketing and introduces the omnichannel 4Cs, customisation and personalisation.

Module 2 maps routes to market on the Omnichannel Blueprint and adds webrooming, showrooming and the pickup and return options known as BOPIS, BOSS and BORIS. Module 3 turns to customer journeys, the Hankins Hexagon, generations and personas. Module 4 covers omnichannel retailing, phygital stores, the digital shelf and convergent commerce.

Module 5 treats branding, relationships and the community flywheel, Module 6 communication strategies from shoppable media to digital out of home, and Module 7 customer data and the metrics used to judge a strategy, including Net Promoter Score and return on investment.

How you are assessed

There are three tasks, each built on the last.

An individual customer journey map with a short reflective report is worth 10%. A group experiential case study, a written report on three cases about a fictional company plus a TikTok pre-launch video, is worth 30%. An individual omnichannel strategic prototype, a report with social media and website prototypes and a completed Strategy Builder workbook, is worth 60%.

The subject guidance sets a minimum of 50% overall to pass.

Worked example · free

Work out four campaign ratios for a sneaker launch

Key terms

Omnichannel Marketing

A strategy that integrates every channel around shared customer data so the experience stays seamless and consistent as customers switch between them.

Multichannel Marketing

Selling and communicating through several channels that operate independently, often in silos with little integration.

Customer Centricity

A philosophy that puts the customer at the core of a firm’s decisions, aiming for loyalty, higher lifetime value and sustainable growth.

Omnichannel 4Cs

Consistency, convenience, context and content: a customer-centred checklist for every touchpoint in an omnichannel plan.

Omnichannel Blueprint

A channel map that sorts routes to market by digital or physical and by brand-owned or partner-operated, plus partner platforms.

Customer Data Platform

Software that connects, unifies, analyses and activates customer data from many systems to synchronise the experience.

Webrooming

Researching a product online and then buying it in a physical store.

Showrooming

Examining a product in a store and then buying it online, often for price or convenience.

Hankins Hexagon

A six-node model of the path to purchase with two-way routes, used instead of a linear funnel.

Digital Shelf

The set of online places where shoppers discover, select, buy and engage with products.

Convergent Commerce

The merging of physical and digital shopping environments, with single touchpoints playing several journey roles.

Community Flywheel

A five-part model for building a brand community, from knowing its members to making purchase easy.

Zero-Party Data

Information a customer chooses to hand to a brand on purpose, such as quiz or survey answers.

Net Promoter Score

A loyalty measure found by taking the share of detractors away from the share of promoters, ranging from −100 to +100.

24763 FAQ

Questions students ask in each 24763 chapter

Does using lots of channels make a business omnichannel?

No. The number of channels does not decide it. A business becomes omnichannel when its channels share customer data, interactions and preferences, so a person can move from website to store or app and carry on where they left off. Many channels run separately is the module’s definition of multichannel. Chapter 01 · Omnichannel Versus Multichannel Marketing

What are the omnichannel 4Cs?

They are consistency, convenience, context and content. The module presents them as an update to the traditional 4Cs of consumer needs, cost, convenience and communication, designed for buying decisions that move fluidly between online and offline channels. Chapter 02 · The 4Cs, Customisation and Personalisation

What are the two dimensions of the Omnichannel Blueprint?

The first asks whether the experience is digital or physical. The second asks whether the brand runs it or a downstream partner such as a retailer. Crossing them gives four front-end experiences, and the reading adds partner commerce platforms as a fifth route. Chapter 03 · The Omnichannel Blueprint: Front End and Back End

Is showrooming bad news for stores?

Not necessarily. Showroomers explore in store and buy online, often for price or convenience, but a retailer with its own website can still win that sale. The module’s study also found omnichannel shoppers webrooming more than showrooming, with prior research raising their store spending. Chapter 04 · Webrooming, Showrooming and BOPIS, BOSS, BORIS

Why is the purchase funnel called outdated?

James Hankins argues that buying is rarely a straight line. People enter at different points, double back and change their minds, so his hexagon uses six nodes linked by two-way routes. A brand’s job is to find the dominant path in its category and use marketing to push shoppers along it. Chapter 05 · Customer Journeys, Touchpoints and the Hankins Hexagon

What years does the subject use for each generation?

Baby Boomers 1945 to 1964, Gen X 1965 to 1979, Millennials 1980 to 1995, Gen Z 1996 to 2010 and Gen Alpha 2011 to 2026. On the Gen Alpha page the cohort runs from the early 2010s into the mid-2020s, the children of Gen X and Millennials. Chapter 06 · Generations, Personas and Shopping Behaviour

Is phygital just another word for omnichannel?

No. The module says an omnichannel experience gives seamless access to many channels that remain distinct, while a phygital experience merges physical and digital into something new, such as augmented reality inside a store. It also collects data on how people move, which raises privacy questions. Chapter 07 · Omnichannel Retailing, Phygital and the Digital Shelf

What is convergent commerce?

The reading defines it as physical and digital shopping environments merging, combined with one touchpoint taking on several shopper-journey roles. A social post that creates awareness, informs and sells at once is the typical case, and it widens competition while reducing retailers’ control. Chapter 08 · Convergent Commerce, Delivery and Livestream Retail

What are the five parts of the community flywheel?

Understand the target consumers and the communities they engage with; focus on a few hero products; enrich them with genuine stories from the brand and customers; provide content that invites people to create and share their own; and make purchase as easy as possible online and in store. Chapter 09 · Branding, Relationships and the Community Flywheel

What is the difference between IMC and OMS?

IMC is campaign-oriented: it focuses on the message and creativity of a campaign across channels. OMS is customer-oriented: it designs the channels, brand touchpoints and the way customers navigate between them. The module says each strengthens the other when aligned. Chapter 10 · Omnichannel Communication Strategies

What is the difference between zero-party and first-party data?

Zero-party data is what a customer deliberately volunteers, such as quiz answers or stated preferences. First-party data is collected by the company through its own channels, including behaviour like page visits and purchases that the customer did not consciously hand over. Chapter 11 · Customer Data, Privacy and Direct to Consumer

What counts as a good Net Promoter Score?

The module says scores range from −100 to +100, that a positive score, above 0, is generally considered good, and that a score above 50 is excellent. Its own example of 40% promoters and 30% detractors gives a score of 10. Chapter 12 · Omnichannel Metrics: KPIs, NPS and ROI

How to prepare for the assessments

Work in the order the subject is taught and finish each Canvas module before its workshop, because the workshop activities assume you can already apply the ideas. Keep a one-page sheet of the paired distinctions that markers test again and again: multichannel and omnichannel, customisation and personalisation, webrooming and showrooming, BOPIS and BOSS, IMC and OMS, and the four data types from zero to third party.

For each model, write one sentence on how you would use it in the prototype: the blueprint for channel management, the hexagon for persona paths, the scorecard for retailing priorities and the flywheel for branding.

When you build the prototype, start from one persona and trace its journey across your social, website and store touchpoints, then choose two or three lead KPIs and link each to a tactic and a budget line in the Strategy Builder. Rehearse the calculations, NPS, ROI, click-through rate, cost per click, cost per acquisition and conversion rate, until you can explain what each result means for the case.

Read the AI rules in each brief before you start, and keep your notes and drafts as evidence of your own work. If you are stuck, ask Sia to walk through a calculation or test a recommendation against the rubric wording one step at a time.

Your AI Marketing tutor for 24763

Stuck on a hard 24763 question? Sia is AskSia’s AI Marketing tutor — ask any 24763 Omnichannel Marketing question and get a clear, step-by-step explanation grounded in how the course is actually taught and assessed. Read this whole study guide free, then take your hardest questions to Sia.