Course description

Title of the Teaching Unit

Omnichannel Experience Design

Code of the Teaching Unit

22MMK26

Academic year

2026 - 2027

Cycle

Number of credits

Number of hours

Quarter

Weighting

Site

Anjou

Teaching language

English

Teacher in charge

Godefroid Eric

Objectives and contribution to the program

The objective of this course is to provide students with a comprehensive understanding of how to design, orchestrate, and manage omnichannel customer experiences in dynamic and complex environments.
The course emphasizes the integration of customer-centric design, channel strategy, content governance, and organizational capabilities to deliver seamless, consistent, and high-impact experiences across all touchpoints.

Students will develop the ability to move from fragmented channel management to coherent, scalable, and strategically aligned omnichannel systems, independently of specific analytical tools or prior technical modules. Students will develop the ability to move from fragmented channel management to coherent, scalable, and strategically aligned omnichannel systems, independently of specific analytical tools or prior technical modules.

In terms of know-how, students will be able to:

• Understand the principles of customer journey design and experience architecture
• Master omnichannel strategy frameworks and channel ecosystem dynamics
• Understand personalization strategies and their technological and regulatory implications
• Identify key drivers of customer experience performance and engagement
• Understand content governance and cross-functional coordination mechanisms
• Analyse the organizational and transformation challenges of omnichannel implementation

In terms of skills, Students should be able to:

• Design customer journeys using advanced mapping techniques (journey mapping, service blueprinting)
• Define and prioritize channel strategies based on business objectives and customer segments
• Orchestrate cross-channel interactions and optimize sequencing
• Develop scalable personalization strategies leveraging data and AI
• Structure content governance and editorial ecosystems
• Measure and optimize omnichannel performance using appropriate KPIs and dashboards

Prerequisites and corequisites

Participation in the marketing course requires bachelor’s knowledge. A good command of English (being comfortable with a B2 level) with written and oral capabilities.

Content

1. Customer Journey Architecture & Experience Design
• Advanced journey mapping (jobs-to-be-done, service blueprinting)
• Friction and value point identification
• Moments of truth modelling (ZMOT, FMOT, TMOT)
• Design thinking applied to customer experience
• Behavioural personas and empathy mapping

2. Channel Strategy & Media Ecosystem
• Strategic channel role modelling (owned, earned, paid, shared)
• Online/offline arbitrage and complementarity
• Channel prioritization by objectives and segments
• Attention economy and cross-channel budget allocation
• Channel synergy and cannibalization

3. Cross-Channel Orchestration & Sequencing
• Next-best-action and trigger-based journeys
• Interaction timing and sequencing optimization
• Customer fatigue and pressure management
• Real-time behavioural signal integration
• Cross-functional coordination (marketing, sales, customer service)

4. Strategic Personalization at Scale
• Hyper-personalization vs mass personalization
• Dynamic and behavioural segmentation
• AI and machine learning-driven personalization
• Personalization governance (GDPR, ePrivacy)
• Data ethics and transparency

5. Content Governance & Editorial Ecosystem
• Modular and scalable content architecture
• Editorial governance and workflows
• Content lifecycle management (DAM, taxonomy, versioning)
• Integrated commercial and regulatory content strategies
• Localization and cultural adaptation

6. Experience Measurement & Omnichannel Performance
• Customer experience metrics (CXQ, CES, NPS) vs engagement metrics
• Omnichannel dashboards and performance tracking
• Multi-touch attribution models
• Customer experience ROI and brand equity impact
• Voice of customer and feedback loops

7. Strategic Omnichannel Design & Organizational Transformation
• Omnichannel integration roadmaps
• Organizational models and governance (centres of excellence, squads)
• AI and automation in journey orchestration
• Change management and team acculturation
• Omnichannel maturity models and KPIs

Teaching methods

In-person classes with explanations of theoretical concepts illustrated by numerous examples and exercises, linked to current events (advertising campaigns, innovations, social networks, press, etc.).

Marketing Cases studies from the Company world, in Belgium and abroard, will be presented to illustrate the material by presenting concrete topics related to their field of expertise.

In-class workshops will be done during the course to transform the principles into real practices.

It is strongly recommended that students use the reference book to deepen the theoretical foundations covered in class or to further illustrate them. Students can also use artificial intelligence, but it is their responsibility to verify the relevance and accuracy of the content generated by the tool used (it often happens that the information generated is partially or entirely false).

Assessment method

• Written exam – 80% of the points (16 out of 20 points) - MCQ (Multiple Choices Questions) and open questions of 2 hours (live at the ICHEC), done with a closed book. Depending on the number of students, the second session exam could be an oral exam with open questions.

• Workshops – 20% of the points (4 out of 20 points) – Based on the active participation and the personal contribution to in-class workshops.

References

It is advised to get the following reference books for deepening the concepts explained in course:

1/ “The Customer Experience Book”
Alan Pennington (English version) - Pearson
Paper or electronic version.

2/ “How to Wow” – “68 effortless ways to make every customer experience amazing”
Adrian Swinscoe (English version) - Pearson
Paper or electronic version.