vcc.ca
OPMT 4130: Omnichannel Strategy and Market-Driven Supply Networks
Effective date
January 2027
Department
Global Supply Chain Management
School
Hospitality, Food Studies and Applied Business
Description
This course critically examines the strategic integration of marketing strategy and channel management within complex supply chain ecosystems. Students explore marketing and supply chain management challenges, trends, and trade-offs that supply chain professionals face in their day-to-day operations. Students will then assess the transformative impact of e-commerce on demand shaping, fulfillment architectures, last-mile logistics, and competitive positioning, developing integrated marketing–supply chain strategies that enhance organizational performance and resilience.
The course includes a strategic modeling project in which students design and evaluate an integrated marketing–channel–supply chain strategy using data-driven analysis and scenario planning techniques.
Credits
3.0
Year of study
4th Year Post-secondary
Prerequisites
None
Corequisites
None
Course Learning Outcomes
Upon successful completion of this course, students will be able to:
- Explain the marketing and supply chain management challenges, trends, and trade-offs.
- Evaluate the strategic alignment of marketing strategy and channel management with supply chain design and execution
- Model integrated marketing–supply chain frameworks
- Leverage a holistic approach to demand handling.
- Examine procurement from a marketing and supply chain management perspective.
- Assess the importance of ethical considerations in marketing and supply chain management.
- Analyze and evaluate marketing strategies for product positioning, promotion, and pricing.
- Apply channel management techniques to optimize distribution and customer reach.
- Develop effective marketing plans and discuss the management of marketing channels.
Prior Learning Assessment & Recognition (PLAR)
None
Hours
Lecture, Online, Seminar, Tutorial: 45
Total Hours: 45
Total Hours: 45
Instructional Strategies
Lectures, groupwork, case studies.
Grading System
Letter Grade (A-F)
Passing grade
D
Evaluation Plan
|
Type |
Percentage |
Assessment activity |
|
Assignments |
10-20 |
Two or more assignments |
|
Project |
10-20 |
Individual applied case analysis and strategic modeling project |
|
Midterm Exam |
10-20 |
|
|
Final Exam |
20-30 |
|
|
Project |
30-40 |
Group project, includes presentation |
Course topics
- Introduction to Marketing Strategy and Channel Management; Market Segmentation and Targeting; Marketing and supply chain management - challenges, trends, and coexistence in today’s market arena; Integrated framework of marketing and supply chain management; A systemic approach to distribution channels; A holistic approach to demand handling; Procurement from a marketing and supply chain management point of view; Typical approaches of marketing and supply chain management synergies; Technologies of marketing and supply chain management synergies; Digital Marketing’s Impact on Supply Chain Management; Ethical Considerations in Marketing and Supply Chain Management; E-commerce and its influence on Supply Chain and Marketing; Sustainability in Marketing and Supply Chain Management. Online selling strategies; Integrating the online and offline marketing and selling strategies; Product Development and Brand Management; Pricing Strategies and Value Proposition; Promotion and Advertising Techniques; Customer Relationship Management (CRM)
Notes:
- Course contents and descriptions, offerings and schedules are subject to change without notice.
- Students are required to follow all College policies including ones that govern their educational experience at VCC. Policies are available on the VCC website at:
https://www.vcc.ca/about/governance--policies/policies/. - To find out if there are existing transfer agreements for this course, visit the BC Transfer Guide at https://www.bctransferguide.ca.