RETAIL/E-COMMERCE MARKETING
Année du cours : 3 année(s)
Etablissement : IÉSEG School of Management
Langue : English
Formation(s) dans laquelle/lesquelles le cours apparait :
Période : S1
Students should have
• Basic knowledge of marketing concepts and general knowledge in internet & social media
• Interest in digital marketing, E-Commerce, Retail, consumer goods, B2B, B2C
• Critical thinking.
At the end of the course, the student should be able to:
– Know how to manage and balance a digital and physical strategy within an overall marketing strategy
– Better know how to evaluate the potential and challenges of e-business for its businesss
– Understand how E-Commerce affects Block and Mortar strategy (retail stores) in an overall marketing strategy
– Know how to intregrate the Web dimension into the general marketing strategy of a company
– Create value and a competitive advantage thanks to the appropriate marketing strategy
Day 1: History of E-Commerce: from transactions to E-Commerce & multi channels (examples in B2C and B2B): definitions, differnces and identifications
Day 2: from a “Bricks & mortar” to a “Bricks & clicks” marketing strategy: traditional and multi channels tools
Day 3: Web marketing in ECommerce: definition and content of web marketing tools
Day 4 How E-Commerce influence retail stores : integrating the webelements into a store
Day 5: Marketing strategy in retail & E-Commerce: from 4P’s to 7P’s
Day 6: Business case analysis & presentation : implementation of a phygital strategy for a company launch in France
