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Establishment
Language of instruction
English
Teaching content
MARKETING
This course occurs in the following program(s)
MSc in Digital Marketing & CRM
- Crédits ECTS: 2.00
Training officer(s)
V.PAUWELS DELASSUS
Stakeholder(s)
O.GUILLOUZOUIC, JC.BONIS, C.CANTONI
Présentation
Prerequisite
Analytics skills are a prerquisite: the student is already able to define a marketing strategy before an Ecommerce strategy (Porter, SWOT...) and he knows the different steps of an IT project and how to manage it (Gannt...)
Goal
At the end of the course, the student should be able to:
- understand the grounds of business knowledge around E-commerce and get competencies in a Global E-commerce context.
- Define the different steps of an Ecommerce Strategy according to the DNA of the Brand
- Understand methodologies and uses cases of Merchandising and Warehousemanagement
- Understand the differences between a B to B and a B to C strategy
- Understand to use the M-Commerce in a global strategy
- Social Commerce does really exists?
- Realise an ecommerce platform
- Links with CRM
- Understand the concept of Marketplace
- Have a big pictures of the move due to the technologies around the world
- understand the grounds of business knowledge around E-commerce and get competencies in a Global E-commerce context.
- Define the different steps of an Ecommerce Strategy according to the DNA of the Brand
- Understand methodologies and uses cases of Merchandising and Warehousemanagement
- Understand the differences between a B to B and a B to C strategy
- Understand to use the M-Commerce in a global strategy
- Social Commerce does really exists?
- Realise an ecommerce platform
- Links with CRM
- Understand the concept of Marketplace
- Have a big pictures of the move due to the technologies around the world
Presentation
The course is given by 3 experts to give an overview of the E commerce from different perspectives:
- Context of the E commerce
- History of E commerce
- New business model
- Differences between E-commerce, Delegation, Marketplace
- How to build an efficient E commerce Programm
- E commerce and CRM
- E-commerce The future of E commerce
- Detailed review of the state of innovation in the world and its impact on consumer behavior
- Impact on brands, strategies and society
- Focus on Marketplace
- Context of the E commerce
- History of E commerce
- New business model
- Differences between E-commerce, Delegation, Marketplace
- How to build an efficient E commerce Programm
- E commerce and CRM
- E-commerce The future of E commerce
- Detailed review of the state of innovation in the world and its impact on consumer behavior
- Impact on brands, strategies and society
- Focus on Marketplace
- Context of the E commerce
- History of E commerce
- New business model
- Differences between E-commerce, Delegation, Marketplace
- How to build an efficient E commerce Programm
- E commerce and CRM
- E-commerce The future of E commerce
- Detailed review of the state of innovation in the world and its impact on consumer behavior
- Impact on brands, strategies and society
- Focus on Marketplace
- Context of the E commerce
- History of E commerce
- New business model
- Differences between E-commerce, Delegation, Marketplace
- How to build an efficient E commerce Programm
- E commerce and CRM
- E-commerce The future of E commerce
- Detailed review of the state of innovation in the world and its impact on consumer behavior
- Impact on brands, strategies and society
- Focus on Marketplace
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours magistral | 12,00 | ||
| Cours interactif | 4,00 | ||
| Travail personnel | |||
| Group Project | 24,00 | ||
| Charge de travail personnel indicative | 10,00 | ||
| Overall student workload | 50,00 | ||
Evaluation
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Autres | |||
| Projet Collectif | 0,00 | 0 | 50,00 |
| Contrôle continu | |||
| Participation | 0,00 | 0 | 10,00 |
| exposé | |||
| exposé | 0,00 | 0 | 40,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
Sam Walton : Rethinking Retail 2013 -
CRM Marketing Applications 2017 -
CRM Marketing Applications 2017 -