Omnichannel Commerce Master Module
Start date
22 april 2027
Duration
6 weeks
Language
Dutch
Costs
€ 4500
Degree
Master of Science (MSc)
Accreditations
- AACSB
- NVAO
Rankings
TIAS is listed in the Financial Times Executive Education Rankings and, according to the Keuzegids Masters 2025, is one of the best-rated educational institutions in the Netherlands.
Fulltime / Parttime
Parttime
Schedule
Online start moment, 3 physical training days, self-study and case study focused on your own practice
Introduction
Customers switch effortlessly between online store, account manager, marketplace, and physical location. Many organizations still operate with separate tiers for marketing, sales, service, and distribution. In a context of platform models, AI-driven personalization, and rising customer expectations, commerce is becoming less a matter of "the right channel" and increasingly a system competency: the ability to orchestrate value across channels, data, processes, and people.
In the Omnichannel Commerce Master Module, you will look beyond individual campaigns, target groups, or sales roles. You'll explore how customer value is created in interconnected customer journeys, how commercial teams operate in ecosystems of customers, partners, and platforms, and what this means for roles like sales, account management, marketing, distribution, and partnerships. You will learn to analyze commerce as an integrated capability rather than a sum of functions and channels.
You will work with conceptual frameworks, international case studies, and focused reflection on your own organization. This module will help you map your organization's commercial maturity, identify blind spots in omnichannel collaboration and value orchestration, and develop concrete leverage points for innovation. After completing this module, you'll have a clearer understanding of the role of commerce as a system competency within your organization and know the steps needed to better align customer value, channels, and ecosystems.
Participant profile
For professionals who want to develop commerce as an integrated capability across channels, customers, and ecosystems, rather than as separate activities of sales, marketing, service, or distribution.
You see customers effortlessly switching between webshops, account managers, marketplaces, and physical locations, while internally, channels, data, and teams are still fragmented. Discussions about leads, targets, and channel preferences consume a lot of energy but yield little if there's no shared understanding of customer value and commerce maturity. You see that platforms, partners, and new distribution models are changing the rules of the game, but you lack a framework to clearly define your organization's position within these ecosystems.
You want more than optimizing a single channel or a new campaign. You are looking for a solid framework to view commerce as a system competency: the ability to orchestrate value through the interplay of channels, data, processes, and people. You will need the language and tools to discuss customer value, channels, governance, and collaboration with management, sales, marketing, e-commerce, and service teams, as well as external partners. These conversations will translate into concrete choices regarding journeys, roles, and ecosystems.
Curious if this is your next step?
Discover the admission requirements for this master module.
Average demographics
38 years | 60% men & 40% womenAverage work experience
Most participants have 8–15 years of experience in marketing, digital projects, customer and commercial strategy or consulting.
Why this program
What makes this master module unique?
- Impact in 6 weeks: The mix of an online kick-off, three on-campus days, focused self-study, and working on your own case study will provide insights you can immediately apply in your work environment.
- Academic & recognized: 4 ECTS as a microcredential with a digital badge; part of an accredited master's degree and stackable if you wish to continue your studies.
- Top lecturers from both academia and practice: TIAS professors and experienced experts from the field combine analytical depth with realistic cases, so that theory and practice reinforce each other.
- Blended & small-scale: intensive guidance and peer dialogue in a small group; what you explore online, you bring to life on-campus with cases and simulations.
- Rich learning experience with peers: you will learn in a small group of like-minded professionals, share experiences, and enrich your case study with concrete practical insights.
What will the program bring you?
Commerce as a system competence: understanding and shaping commerce as an integrated capability that transcends marketing, sales, service, and distribution.
Channels × data × journeys: designing and orchestrating customer value in omnichannel customer journeys, with a coherent deployment of channels, data, processes, and people.
From roles to capabilities: developing sales, account management, marketing, and partnerships as links in a broader commercial maturity rather than separate functions.
Commercial maturity as a compass: gaining insight into ecosystems, platform models, and your organization's position, with concrete leverage points for a future-proof commercial strategy.
About this program
Commerce as a System Competency for Customer Value and Growth
In the Omnichannel Commerce Master Module, you will delve into commerce as a core competency in a digital world. You will move away from a purely transactional view of sales or a purely relational perspective on account management and explore how commercial value is created through the interplay of channels, data, processes, and people. In a context of platform models, AI-driven personalization, and rising customer expectations, you'll learn to understand commerce as a system competency rather than a collection of disparate functions.
You will explicitly approach omnichannel commerce as an integrated organizational capability. You will work with frameworks to design and orchestrate customer value across all touchpoints, and explore how organizations embed commercial capabilities in structure, culture, and team collaboration. You will examine how customer journeys are shaped, how commercial teams operate within ecosystems of customers, partners, and platforms, and what this demands of roles like marketing, sales, account management, and distribution.
You will continuously apply the insights to your own context. You will analyze how commerce is currently organized within your organization, how mature you are in omnichannel customer value, and where gaps exist in commercial maturity. Based on this, you will develop language, frameworks, and concrete leverage points to structurally better align commercial strategy, channels, data, and internal collaboration.
Your learning journey in brief
In 6 weeks, you will complete a compact learning journey – from online start to final assignment. The precise mix of teaching methods varies per master's module, but you can generally expect the following:
Online start – You will meet lecturers and fellow participants and receive an explanation of the program structure and the final assignment.
Three consecutive on-campus days – During three intensive days on campus, you will deepen your theory, work on cases and assignments, and share experiences with other professionals in varied, engaging sessions.
Deepening your knowledge between sessions – Between contact sessions, you will continue working independently with literature and assignments, applying your insights to your own case study.
Practical assessment – You will conclude the master module with a graded assignment that directly aligns with your work environment and learning objectives.
Microcredential & stackability
Upon completion, you will receive a TIAS certificate with a digital badge (microcredential, 4 ECTS). The earned ECTS are stackable within the NVAO-accredited Executive Master of Marketing & Customer Management (MMCM).
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