Actualités et agenda
Nos formations
Établissement
Langue d'enseignement
English
Matières
MARKETING
Responsable(s)
O.GUILLOUZOUIC
Intervenant(s)
O.GUILLOUZOUIC
Présentation
Prérequis
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...)
Objectifs
At the end of this course, the students should be able to :
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
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
Présentation
Context and Definition
1.1 History of Ecomerce
Vision and founder with Alibaba, Amazon and Fnac
1.2. The relationship between a brand and a customer in a connected world
New behaviors and new business model (click and collect, Drive...) Examples: Comptoir des cotonniers, Nespresso
1.3 Differences between Ecommerce, Delegation, Marketplace...
2. Methodologies
2.1 How to build an efficient Ecommerce Programm
2.2. Merchandising
2.3. Warehousemanagement: Security and high delivery
3. The future of ecommerce
4 Ecommerce and CRM (Find, win, keep)
1.1 History of Ecomerce
Vision and founder with Alibaba, Amazon and Fnac
1.2. The relationship between a brand and a customer in a connected world
New behaviors and new business model (click and collect, Drive...) Examples: Comptoir des cotonniers, Nespresso
1.3 Differences between Ecommerce, Delegation, Marketplace...
2. Methodologies
2.1 How to build an efficient Ecommerce Programm
2.2. Merchandising
2.3. Warehousemanagement: Security and high delivery
3. The future of ecommerce
4 Ecommerce and CRM (Find, win, keep)
Modalités
Organisation
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours magistral | 8,00 | ||
| Cours interactif | 4,00 | ||
| Autoformation | |||
| Recherche | 2,00 | ||
| Travail personnel | |||
| Group Project | 2,00 | ||
| Individual Project | 2,00 | ||
| Overall student workload | 18,00 | ||
Évaluation
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Contrôle continu | |||
| QCM | 1,00 | 1 | 10,00 |
| Participation | 1,00 | 0 | 10,00 |
| Autres | |||
| Etude de cas | 1,00 | 1 | 50,00 |
| exposé | |||
| exposé | 1,00 | 1 | 30,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliographie
Stratégie Clients – Coordonné par Pierre Volle – Pearson 2012 -
Acquisition et fidélisation online – Hervé Bloch – Ed. Kawa 2012 -
Les Paradoxes de la relation client dans un monde digital – E. Falque & SJ Waynes- Pearson 2012 -
Acquisition et fidélisation online – Hervé Bloch – Ed. Kawa 2012 -
Les Paradoxes de la relation client dans un monde digital – E. Falque & SJ Waynes- Pearson 2012 -