Ce cours apparaît dans les formations suivantes :
• IÉSEG > IESEG Degree - Programme Grande École > Semester 1 > 2,00 ECTS

Pré requis

CRM and e Business basics

Objectifs du cours

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.

Contenu du cours

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

Modalités d'enseignement

Organisation du cours

Méthodes pédagogiques

• Presentation
• Project work

Évaluation

HARVARD BUSINESS SCHOOL CASE STUDY

Bibliographie

• 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. -