News
Our Degree Programs
Establishment
Language of instruction
English
Teaching content
MARKETING
Training officer(s)
Y.MOYSAN
Stakeholder(s)
Yvon MOYSAN
Présentation
Prerequisite
CRM and e Business basics
Goal
At the end of the course, the student should be able :
- Better identify the challenges encountered by companies in a multi channel distribution model
- Better embrace the opportunities offered by new technologies (Internet, Mobile, Social Media, Tablet etc.) in a new "cross channel distribution" environment.
- Manage the different techniques to improve customer experience (segmentation, mobile application design, cross channel experience etc.)
- Increase leads and sales per channel (SEO, SEM, display etc.) and cross channel (Ropo effect, role of each channel in the customer acquisition process service etc.).
– Measure the effectiveness of a multi channel strategy
The course will be illustrated with the best in class examples from different industries.
- Better identify the challenges encountered by companies in a multi channel distribution model
- Better embrace the opportunities offered by new technologies (Internet, Mobile, Social Media, Tablet etc.) in a new "cross channel distribution" environment.
- Manage the different techniques to improve customer experience (segmentation, mobile application design, cross channel experience etc.)
- Increase leads and sales per channel (SEO, SEM, display etc.) and cross channel (Ropo effect, role of each channel in the customer acquisition process service etc.).
– Measure the effectiveness of a multi channel strategy
The course will be illustrated with the best in class examples from different industries.
Presentation
Introduction.
Major digital trends and challenges 2010-2015 (Google Penguin, Responsive design, geolocalisation, big data etc.)
- Display, SEO, SEA (definitions, interactions with the sales funnel)
- Display, SEO, SEA (how to design a SEA marketing campaign?)
- Social media (What are Social Media and Social CRM? What are the issues?)
- Social media (What are the main social media, Which customers use Social Media, What are their expectations?)
- Social media (How to design and implement a social media strategy (focusing on sales, customer support and branding) ...)
- Mobile (The key steps to design and implement a Mobile strategy, Mobile payment…)
- T Commerce (Definition, Issues, Usages…)
- Web to store and Mobile to store, Ropo effect,
- How to use digital channels to increase sales in physical stores?
- Cross channel distribution (how to combine the different channels to increase customer experience and sales?
- Conclusion
Major digital trends and challenges 2010-2015 (Google Penguin, Responsive design, geolocalisation, big data etc.)
- Display, SEO, SEA (definitions, interactions with the sales funnel)
- Display, SEO, SEA (how to design a SEA marketing campaign?)
- Social media (What are Social Media and Social CRM? What are the issues?)
- Social media (What are the main social media, Which customers use Social Media, What are their expectations?)
- Social media (How to design and implement a social media strategy (focusing on sales, customer support and branding) ...)
- Mobile (The key steps to design and implement a Mobile strategy, Mobile payment…)
- T Commerce (Definition, Issues, Usages…)
- Web to store and Mobile to store, Ropo effect,
- How to use digital channels to increase sales in physical stores?
- Cross channel distribution (how to combine the different channels to increase customer experience and sales?
- Conclusion
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 16,00 | ||
| Travail personnel | |||
| Charge de travail personnel indicative | 35,00 | ||
| Overall student workload | 51,00 | ||
Evaluation
HARVARD BUSINESS SCHOOL CASE STUDY
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Contrôle continu | |||
| Participation | 16,00 | 1 | 20,00 |
| Autres | |||
| Etude de cas | 3,00 | 1 | 80,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
Le marketing client multicanal - 3ème édition - Prospection, fidélisation et reconquête du client [Broché] Yan Claeyssen (Auteur), Anthony Deydier (Auteur), Yves Riquet (Auteur) -
E-marketing & e-commerce - Concepts, outils, pratiques [Broché] Thomas Stenger (Auteur), Stéphane Bourliataux-Lajoinie (Auteur) -
E-commerce : De la stratégie à la mise en oeuvre opérationnelle [Broché] Henri Isaac (Auteur), Pierre Volle (Auteur), Yann Bréban (Auteur) -
Gabriela Taylor (2012): Advertising In a Digital Age: AdWords, Social Media Advertising, Affiliate Marketing Advertising, Display Advertising. -
Matthew S. Eastin, Terry Daugherty and Neal M. Burns (2010): Handbook of Research on Digital Media and Advertising: User Generated Content Consumption. -
E-marketing & e-commerce - Concepts, outils, pratiques [Broché] Thomas Stenger (Auteur), Stéphane Bourliataux-Lajoinie (Auteur) -
E-commerce : De la stratégie à la mise en oeuvre opérationnelle [Broché] Henri Isaac (Auteur), Pierre Volle (Auteur), Yann Bréban (Auteur) -
Gabriela Taylor (2012): Advertising In a Digital Age: AdWords, Social Media Advertising, Affiliate Marketing Advertising, Display Advertising. -
Matthew S. Eastin, Terry Daugherty and Neal M. Burns (2010): Handbook of Research on Digital Media and Advertising: User Generated Content Consumption. -