What is claimed to be the world's first omnichannel retail postgraduate course has been launched at Leeds Metropolitan University.
The Faraday Centre for Retail Excellence, based within the university's faculty of business and law, has joined forces with independent management consultancy Bluefin Solutions to deliver the programme, which aims to equip retail professionals with the skills needed to best serve their customers across multiple channels.
Applications are now being accepted for the Omni-channel Masters (MSc) programme, which starts in September 2014.
Head of the centre, and professor of retail innovation, Cathy Barnes, commented: "Omnichannel is the evolution of multichannel retailing, which concentrates on providing a seamless experience through all available shopping channels such as smartphones, computers, bricks and mortar, television, radio, direct mail, mail order and so on.
"A business challenge facing retail executives is understanding how to change their organisations so they are more responsive to ever-shifting consumer behaviour.
"This course is designed to put retailers at the forefront of the ever-changing global retail environment and will focus on a study of omnichannel retailing, utilising workplace learning and development and offering a blended programme of distance and on-campus learning."
Students, who may choose to obtain a masters, diploma or certificate, will all have access to a network of academic and industry experts throughout the duration of the course.
The university says the course has been designed to allow for the transfer and practical implementation of knowledge between the student and his or her employer as quickly as possible.