Ce cours apparaît dans les formations suivantes :
• IÉSEG > IESEG Degree - Programme Grande École > Bachelor 3 > 2,00 ECTS
• IÉSEG > IESEG Degree - Programme Grande École > Semester 1 > 2,00 ECTS

Pré requis

It is absolutely crucial to identify how consumers are making use of online tools to purchase travel related products and services and relate that back to what organisations should do in terms of making use of the power of eCommerce.

Objectifs du cours

The digital trend “eCommerce” aims to look at the changes happening in terms of ecommerce in the digital era. The student should be able to manage these changes. The main objective of this course is to familiarize the learner with the latest trends in eMarketing and eCommerce by reading, writing and implementing skills and tools used in the industry.

Contenu du cours

This course presents theory and practices to integer the last trends in an eMarketing strategy. We first introduce an actualised presentation of the market trends before presenting the different types of consumer behaviors. We conclude by creating a responsive website dedicated to promote another website by creating a campaign using Internet tools.

Modalités d'enseignement

Organisation du cours

Méthodes pédagogiques

• Case study
• Coaching
• E-learning
• Interactive class
• Lecture
• Presentation
• Project work
• Research
• Tutorial
• Visits/fields trips

Évaluation

Minimum of 50% individual grade
• Individually (40%): Preparing a synthesis about from a text (available from the lecturer) and create a sytnhesis to post on the TumblR website of the course: http://jepelet.tumblr.com/ (login/password provided during the first lecture)
• By group (50%): Preparing a landing page which objective is to promote a survey onto another website. The number of respondents to the survey indicate the relevance of the campaign created on the landing page.
• By group (10%): Presentation of the strategy of propotion of the landing page.

Bibliographie

• M-commerce: Du design d'interface à l'optimisation des ventes - Jean-Éric Pelet

• E-Business and E-Commerce Management: Strategy, Implementation and Practice - Dave Chaffey

• Mobile Platforms, Design and Apps for Social Commerce, Ed. IGI Global, Jean-Éric Pelet -

• Aide-Mémoire - Communication Digitale collection, Ed Dunod, Jean-Éric Pelet & Jérémy Lucas-Boursier -

Ressources internet

• kmcms.net

• Tumblr