Omnichannel Marketing Strategy Training Course

Duration 10 days 16 modules · 65 contact hours
Level Intermediate Certificate on completion
Who attends Marketing Managers, Digital Marketing Managers and others
Fee from USD 2,200 KSh 190,000 for Kenyan organisations
Where 52 cities + online See dates by city
Next start 16 Nov 2026 Course code SD-M-053

Before you join: Participants should have practical experience in marketing, digital marketing, CRM, communications, e-commerce, customer experience or campaign delivery.

Dates & prices

Two start dates a month in every city, and live online on weekdays or weekends. Fees are per participant; classroom fees include tuition, materials, lunch and refreshments, and the certificate.

Suggest a date or city

Showing the next six months. Later dates, other cities and private deliveries for your team are available on request.

Course overview

Customers move between search, social media, email, websites, mobile apps, contact centres, stores, partners and sales representatives before making decisions. When these touchpoints operate independently, customers receive conflicting messages, repeated requests for information and irrelevant offers. Marketing teams also struggle to identify which channels influence conversion, retention and customer value. An omnichannel strategy connects customer journeys, channel roles, data, content, measurement and operating decisions around commercial priorities.

This course teaches participants to design and manage an omnichannel marketing strategy using customer journey mapping, segmentation, persona development, channel-role definition, content planning, campaign orchestration and attribution analysis. Participants assess their current customer experience, identify friction and opportunity points, define channel-specific objectives, and build coordinated acquisition, conversion, retention and win-back programmes. The course also covers first-party data, consent management, marketing automation, customer relationship management integration, testing methods, dashboards and governance.

Teaching combines focused briefings, sector cases, facilitated analysis, group design work, campaign simulations and structured application to participants’ own organisations. Participants build a practical omnichannel marketing strategy throughout the course, supported by reusable templates and review checkpoints. They leave with a completed strategy pack covering target segments, priority journeys, channel architecture, campaign plans, measurement logic, operating requirements and a phased implementation roadmap.

The course suits marketing professionals responsible for demand generation, digital channels, customer experience, communications, CRM, e-commerce or campaign delivery. It is particularly relevant where organisations need to join online and offline channels, improve conversion and retention, or establish clearer accountability for customer journey performance.

What you will be able to do

  • Map priority customer journeys using journey stages, touchpoints, moments of truth and friction points
  • Segment audiences using behavioural, value-based and needs-based segmentation criteria
  • Define channel roles and messaging rules within an integrated omnichannel architecture
  • Create coordinated campaign plans using audience, offer, content, channel and timing decisions
  • Apply first-party data, consent and CRM rules to customer communications planning
  • Design test-and-learn plans using hypotheses, control groups and conversion metrics
  • Build measurement frameworks linking channel activity to commercial and customer outcomes
  • Present an omnichannel marketing strategy with implementation roadmap, governance and investment priorities

Benefits of attending

For you

  • Produce a credible omnichannel strategy for a current business priority
  • Diagnose broken customer journeys using evidence rather than channel assumptions
  • Make stronger channel investment recommendations to senior stakeholders
  • Coordinate campaigns with CRM, sales, e-commerce and customer service teams
  • Build a portfolio-ready strategy pack with measurement and implementation plans

For your organisation

  • Reduce duplicated communications and inconsistent customer messaging
  • Improve conversion paths between awareness, consideration, purchase and retention
  • Create clearer accountability for channel performance and journey outcomes
  • Strengthen use of first-party data within consent and contact rules
  • Prioritise marketing investment using test results and commercial measurement

Course modules

16 modules over 10 days

Participants can distinguish omnichannel strategy from multichannel activity and define its commercial purpose.

  • Omnichannel, multichannel and cross-channel models distinguished through customer experience design
  • Customer expectations shaped by continuity, relevance, convenience and recognition
  • Commercial outcomes linked to acquisition, conversion, retention and lifetime value
  • Channel silos diagnosed through inconsistent messages, data gaps and handoffs
  • The customer journey as the unit of marketing strategy
  • Value exchange mapped between customer needs, offers and business objectives

Participants can translate business priorities into measurable omnichannel marketing objectives.

  • Business strategy translated into growth, retention and service priorities
  • SMART objectives written for acquisition, conversion and customer value
  • Marketing funnel stages aligned with organisational revenue and service metrics
  • North-star metrics selected for customer and commercial performance
  • Constraints assessed across budget, capacity, regulation and channel access
  • Stakeholder expectations documented using a marketing strategy brief

Participants can create actionable segments from customer evidence and commercial needs.

  • Segmentation bases compared: demographic, behavioural, needs-based and value-based approaches
  • First-party data sources assessed for coverage, quality and usability
  • RFM analysis used to group purchase recency, frequency and monetary value
  • Jobs to Be Done interviews identify customer progress and barriers
  • Segment attractiveness scored by size, value, accessibility and strategic fit
  • Priority audiences selected against objectives, evidence and resource limits

Participants can develop evidence-based personas that guide communications and channel choices.

  • Personas built from segment evidence, goals, behaviours and constraints
  • Buying committees mapped for B2B accounts and complex purchase decisions
  • Decision drivers identified through functional, emotional and social needs
  • Information needs defined for each journey stage and persona
  • Barriers and anxieties converted into messaging and service requirements
  • Persona assumptions validated through research, analytics and frontline feedback

Participants can map priority journeys and identify high-value experience improvements.

  • Journey scope defined by customer goal, segment and commercial event
  • Stages mapped from trigger through consideration, action and post-purchase use
  • Touchpoints inventoried across digital, physical, human and partner channels
  • Moments of truth identified using customer effort and business impact
  • Pain points evidenced through complaints, drop-off data and observation
  • Service blueprints connect frontstage interactions with backstage processes

Participants can assign distinct channel roles within a connected customer experience.

  • Channel inventory classified by reach, interaction, conversion and service capability
  • Paid, owned, earned and partner media roles compared
  • Channel roles assigned by journey stage, audience need and intent
  • Assisted and self-service pathways designed for customer preference
  • Handoffs specified between website, sales teams, stores and contact centres
  • Channel conflict managed through rules, incentives and shared measures

Participants can create consistent propositions and offers adapted to channel context.

  • Value proposition canvas connects customer pains, gains and product benefits
  • Message hierarchy sets primary claims, proof points and supporting detail
  • Offers structured by eligibility, incentive, urgency and customer value
  • Channel copy adapted without changing core proposition or brand meaning
  • Objection handling incorporated into content, sales scripts and FAQs
  • Message consistency checked across acquisition, service and retention communications

Participants can plan content that supports customer decisions across journeys and channels.

  • Content audit identifies gaps, duplication, decay and journey relevance
  • Content mapped to customer questions, intent signals and decision stages
  • Hero, hub and help content models organise editorial priorities
  • Content formats selected for discovery, evaluation, conversion and support
  • Modular content design supports reuse across channels and audiences
  • Editorial calendars coordinate campaigns, seasonal needs and service communications

Participants can plan customer communications using data, permissions and contact rules.

  • Customer data model links identities, events, preferences and transactions
  • First-party data collection planned through value exchange and consent
  • Consent records distinguished from preferences, permissions and lawful basis
  • CRM fields prioritised for segmentation, personalisation and service continuity
  • Identity resolution challenges assessed across devices, channels and household records
  • Contact policies define frequency caps, suppression rules and escalation paths

Participants can design coordinated campaigns and triggered lifecycle communications.

  • Campaign brief specifies audience, objective, proposition, offer and measures
  • Trigger-based journeys designed for onboarding, abandonment, renewal and reactivation
  • Decision trees define message sequencing, exclusions and escalation criteria
  • Marketing automation workflows align email, SMS, app and sales tasks
  • Campaign calendars prevent collisions between promotional and service messages
  • Operational readiness checked across creative, data, fulfilment and customer service

Participants can select appropriate personalisation approaches for customer value and operational feasibility.

  • Personalisation maturity assessed from broad segments to individual decisioning
  • Rule-based targeting designed using behaviour, value and stated preferences
  • Next-best-action logic prioritises customer need, eligibility and business value
  • Dynamic content rules match messages to audience and journey context
  • Recommendation approaches compared: collaborative filtering, rules and propensity models
  • Personalisation risks managed through transparency, relevance and customer control

Participants can connect digital, physical and assisted channels into coherent customer pathways.

  • Web-to-store journeys designed using availability, booking and location information
  • Sales enablement aligns campaign messages, lead context and follow-up actions
  • Contact-centre scripts incorporate active campaigns, customer history and service recovery
  • QR codes and mobile tools connect physical assets with digital content
  • Partner channels governed through brand standards, data rules and incentives
  • Failure demand reduced by fixing repeated journey breakdowns

Participants can build measurement plans that connect channel activity to customer and business results.

  • Measurement framework links inputs, outputs, outcomes and commercial impact
  • KPIs selected for reach, engagement, conversion, retention and value
  • Funnel analysis identifies stage drop-offs and priority intervention points
  • Attribution models compared: last-click, linear, time-decay and data-driven
  • Cohort analysis tracks retention, repeat purchase and customer value
  • Dashboard requirements specify audience, cadence, thresholds and decisions

Participants can design controlled tests and use findings to improve omnichannel performance.

  • Test hypotheses state expected behaviour change and business rationale
  • A/B test designs define variants, audiences, metrics and duration
  • Control groups measure incremental impact beyond normal customer behaviour
  • Sample size considerations reduce false conclusions from weak test data
  • Multivariate testing applied where traffic and operational conditions permit
  • Test backlog prioritised by impact, confidence and implementation effort

Participants can define the operating model required to deliver an omnichannel strategy.

  • RACI matrices assign ownership for strategy, campaigns, data and content
  • Marketing, sales and service workflows aligned around shared customer journeys
  • Governance forums set decisions, escalation routes and performance review cycles
  • Martech stack assessed against integration, usability, cost and data requirements
  • Budget allocation considers channel contribution, test evidence and marginal returns
  • Implementation roadmap sequences quick wins, dependencies and capability development

Participants can build, review and present a complete omnichannel marketing strategy for a defined business priority.

  • Strategic brief frames commercial challenge, target audience and success measures
  • Priority journey integrates personas, touchpoints, friction points and opportunities
  • Channel architecture specifies roles, handoffs, messages and experience standards
  • Campaign plan combines content, offers, triggers, timing and operational requirements
  • Measurement plan defines KPIs, attribution approach, tests and reporting cadence
  • Implementation roadmap assigns governance, resources, milestones and risk controls

Exercises and examples are adapted to each cohort's sectors and roles.

What you take back to work

  1. Omnichannel marketing strategy template
  2. Customer journey map and service blueprint
  3. Channel-role architecture model
  4. Campaign orchestration and content calendar
  5. Measurement and attribution framework
  6. Phased implementation roadmap

Who should attend

  • Marketing Managers — need coordinated channel plans tied to commercial targets
  • Digital Marketing Managers — need clearer roles for paid, owned and earned channels
  • CRM and Lifecycle Managers — need journey-based retention and communications programmes
  • Customer Experience Managers — need to connect experience insights with marketing action
  • E-commerce Managers — need integrated paths from discovery through purchase and repeat sales
  • Brand and Communications Managers — need consistent messaging across customer touchpoints

Skills and tools covered

Customer journey mappingChannel strategy designCampaign orchestrationMarketing measurementCRM planningContent operations

Tools and standards

Value Proposition Canvas, Jobs to Be Done, RFM analysis, RACI matrix

How the course runs

Training methodology

The course uses short instructor briefings to introduce methods, followed by cases from retail, financial services, public services, B2B and digital commerce. Participants analyse journeys, audiences, channel mixes, campaign data and operating constraints in small groups. Simulations test channel decisions, offer sequencing, service recovery and measurement choices. Guided application periods allow participants to develop material for their own organisation, with peer review and instructor feedback. The final sessions focus on refining strategy assumptions, implementation priorities and executive presentation.

Requirements and prerequisites

Participants should have practical experience in marketing, digital marketing, CRM, communications, e-commerce, customer experience or campaign delivery. They should understand common channels such as email, websites, social media, paid media, sales teams and physical locations, and be able to discuss their organisation’s customers and commercial objectives. Familiarity with basic campaign metrics, such as conversion rate, click-through rate and customer retention, is helpful. No prior study of marketing automation platforms, data science, web analytics tools, coding, advanced statistics or formal marketing qualifications is required.

A typical training day

08:30 – 10:30First session
10:30 – 10:45Refreshment break
10:45 – 12:30Second session
12:30 – 13:30Lunch and networking
13:30 – 15:00Third session
15:00 – 15:15Refreshment break
15:15 – 16:30Workshop and daily review

Live online deliveries follow the same structure in East Africa Time, with shorter screen blocks and longer breaks.

What the fee includes

  • Instruction by a practitioner facilitator
  • Full course workbook and materials
  • Exercise files, templates and case studies
  • Refreshments and lunch on classroom deliveries
  • Certificate of completion
  • Post-course application plan

Frequently asked questions

You should have practical exposure to marketing, communications, CRM, digital channels, e-commerce or customer experience. The course does not require coding, advanced analytics, platform administration or a formal marketing qualification.

Bring information on a customer segment, product or service, marketing objective and channels used by your organisation. Existing campaign reports, journey maps, customer research or performance dashboards are useful but not essential.

It is designed for managers and specialists who plan, deliver or improve customer communications across more than one channel. It also suits cross-functional leaders working with marketing, sales, service, e-commerce and data teams.

Digital marketing courses commonly focus on individual digital channels and campaign tactics. Customer experience courses often focus on service design; this course connects both disciplines through channel roles, data, campaigns, measurement and operating decisions.

Participants develop a strategy pack around a real business priority, such as improving onboarding, reducing abandonment, increasing repeat purchase or coordinating a product launch. Templates can be adapted for current campaigns and planning cycles.

Each training day runs from 08:30 to 16:30 and provides about 6.5 contact hours. The first part develops customer, journey, channel and content decisions; the later part covers data, orchestration, measurement, governance and capstone presentation.

Questions about this course?

Ask about dates, fees, group bookings or running it for your team. Our training team replies by email.

Ask on WhatsApp info@skillsetdevelopment.com

More courses in Marketing

Marketing MSME Market Analysis and Opportunity Identification Training Course 5 days · from USD 1,100 · next 16 Nov Marketing Marketing Performance and ROI Training Course 5 days · from USD 1,100 · next 16 Nov Marketing Marketing Strategy Training Course 10 days · from USD 2,200 · next 16 Nov Marketing Media Buying and Advertising Placement Training Course 5 days · from USD 1,100 · next 16 Nov Marketing Product Management Training Course 10 days · from USD 2,200 · next 16 Nov Marketing Product Management and Marketing Training Course 10 days · from USD 2,200 · next 16 Nov Marketing Strategic Brand Management Training Course 5 days · from USD 1,100 · next 16 Nov Marketing Strategic Brand Positioning and Marketing Training Course 10 days · from USD 2,200 · next 16 Nov