Program design and contents
Omnichannel Commerce
In 6 weeks, move from isolated channels and functions to commerce as an integrated system competence in your organization.
The way organizations structure commerce is rapidly evolving. Whereas marketing, sales, and distribution were long treated as separate functions, the need is growing to approach them as parts of a single, coherent system. In a context of platform models, AI-driven personalization, and rising customer expectations, commerce is increasingly developing into a system competence: the ability to orchestrate value across channels, data, processes, and people.
In this program, you move beyond a purely transactional view of “sales” or a purely relational view of “account management.” Commerce is not only about generating revenue; it is about designing, managing, and maintaining value propositions within dynamic ecosystems. This requires strategic insight, relational skills, and organizational alignment—in short, commercial maturity.
You explore how customer journeys are designed across channels and touchpoints, how technology and human interaction complement each other in creating customer value, and how organizations embed commercial capabilities in culture and structure. The learning journey follows a logical progression: from changing customer expectations and omnichannel relationships, through commerce as a system competence in complex ecosystems, to designing strategies and structures that enable collaboration and value creation.
Over six weeks, you complete an online kick-off, three intensive on-campus days, and a deepening phase. The module concludes with a graded assignment based on your own practice. By combining theory, international cases, and application in your context, you build insight into the foundations of modern commerce and the concrete decisions your organization must make today.
Online kick-off
During the online kick-off, you meet the instructors and fellow participants and receive an introduction to the module, materials, and final assignment. You explore your role and organizational context, set personal learning objectives, and choose the practice case you will work on throughout the module.
Day 1 – Omnichannel customer value and organizational direction
The first day explores how customer behavior and expectations force organizations to look beyond isolated channels. Consumers and business customers move seamlessly between online and offline touchpoints and expect not only convenience but also relevance and consistency. Customer value increasingly emerges from the interaction of data, channels, processes, and people—making it a shared responsibility across the organization.
Day 2 – Commerce as a system competence
Day 2 focuses on the shift from commerce as a function to commerce as an integrated organizational capability. Instead of thinking in silos of marketing, sales, and account management, you explore how value is created through the interaction of channels, data, processes, and people.
Day 3 – Ecosystems and commercial maturity
Day 3 zooms out to the broader arena in which commerce takes place: ecosystems of customers, partners, and platforms. In these arenas, collaboration is as important as competition, and value is no longer created in a single channel or by a single player, but through the interplay between organizations.
Deepening after the on-campus days
After the on-campus days, you continue independently with literature, (micro)lectures, and assignments. You apply the insights to your practice case, refine your analysis step by step, and prepare the final assignment. This ensures that concepts around omnichannel customer value, commerce as a system competence, and ecosystems are embedded in your own context.
Assessment in your own practice
The master module concludes with a graded assignment based on your practice case. You demonstrate your ability to apply the introduced concepts and frameworks to the commercial reality of your organization and translate them into concrete improvement and development actions.
