OUR ACADEMIC DEPARTEMENTS |
Lesson details
OMNI-CHANNEL DISTRIBUTION | |||
2018-2019 | EnIESEG School of Management
(
IÉSEG
)
| ||
Class code : | 1819-IÉSEG-AP1S2-MKT-APD- CE10UE | MARKETING |
Level | Year | Period | Language of instruction |
---|---|---|---|
- | 1 | S2 | EnEnglish |
Academic responsibility | Y.MOYSAN |
---|---|
Lecturer(s) | - |
- This class exists in these courses :
- IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 1,00 ECTS
Prerequisites
1. Digital Marketing basics
2. E commerce basics
Learning outcomes
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.
Course description
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
Class type
Class structure
Type of course | Numbers of hours | Comments | |
---|---|---|---|
Independent study | |||
Estimated personal workload | 10,00 | ||
Group Project | 20,00 | ||
Independent work | |||
Reference manual 's readings | 10,00 | ||
Face to face | |||
lecture | 16,00 | ||
Total student workload | 56,00 |
Teaching methods
- Case study
- Interactive class
- Presentation
- Project work
Assessment
Participation in class individual
Mini case studies in class per group
Project per group
Type of control | Duration | Number | Percentage break-down |
---|---|---|---|
Continuous assessment | |||
Oral presentation | 0,50 | 1 | 20,00 |
Participation | 16,00 | 1 | 20,00 |
Final Exam | |||
Oral exam | 0,50 | 1 | 60,00 |
TOTAL | 100,00 |
Recommended reading
- 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 -
* This information is non-binding and can be subject to change