Multi-channel distribution
Année du cours : 1 année(s)
Etablissement : IÉSEG School of Management
Langue : English
Formation(s) dans laquelle/lesquelles le cours apparait :
Période : S1
1. Digital Marketing basics
2. E commerce bas
At the end of this course, the student should be able to :
1. – Better identify the challenges encountered by companies in a multi-channel distribution model
2. – Better embrace the opportunities offered by new technologies (Internet, Mobile, Social Media, Tablet etc.) in a new “omni channel distribution” environment.
3. – Manage the different techniques to improve customer experience (segmentation, mobile application design, cross channel experience etc.)
4. – 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.).
5. – Measure the effectiveness of a multi-channel strategy
The course will be illustrated with the best in class examples from different industries.
– Introduction.Major digital trends and challenges 2010-2016 (Google Penguin, Responsive design, geolocalisation, big data etc.)
– Display, RTB, SEO, SEA (definitions, interactions with the sales funnel)
– Social media (What are the main social media, Which customers use Social Media, What are their expectations?)
