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

Pré requis

1. Digital Marketing basics
2. E commerce basics

Objectifs du cours

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.

Contenu du cours

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?)
- 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? Connected 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

• Case study
• Interactive class
• Presentation
• Project work

Évaluation

Participation in class individual
Mini case studies in class per group
Project per group

Bibliographie

• Gabriela Taylor (2012): Advertising In a Digital Age: AdWords, Social Media Advertising, Affiliate Marketing Advertising, Display Advertisink -

• Matthew S. Eastin, Terry Daugherty and Neal M. Burns (2010): Handbook of Research on Digital Media and Advertising: User Generated Content Consumption. -

• Marketing: Integrating Online and Offline Strategies by Roberts and Zahay (2012) -

• Gabriela Taylor (2012): Advertising In a Digital Age: AdWords, Social Media Advertising, Affiliate Marketing Advertising, Display Advertising -