This class exists in these courses :
• ISTC > Master in Economics and Business - Specialisation in International Business and Economics Engineering > Semester 1 > 4,00 ECTS
• ISTC > Master in Economics and Business - Specialisation in International Business and Economics Engineering > Semester 2 > 4,00 ECTS

Learning outcomes

Understand the perimeter of the "Omni canal"
Discover the differences of omnichannel strategies
Acquire methods and tools to measure omnichannel strategy performance and drive change internally
Learn how to formulate an efficient customer journey in omni channel (and be able to adapt it to the activity of your company)

Course description

- The latest developments in terms of Customer Relationship
- Integrate and position each channel at the crossroads of customer expectations and business interests
- Formalize a customer journey
- Integrate powerful devices

Class type

Class structure

Teaching methods

• Case study

Assessment

Recommended reading

• MERCATOR Mercator Théories et Nouvelles Pratiques du Marketing - J Lendrevie, J Levy, D Lindon

  MERCATOR Mercator Théories et Nouvelles Pratiques du Marketing de J Lendrevie, J Levy, D Lindon (Editorial Dunod)

• Marketing Management - Philip Kotler, Kevin Lane Keller, Bernard Dubois, Delphine Manceau

  Marketing Management de Philip Kotler, Kevin Lane Keller, Bernard Dubois, Delphine Manceau (Editorial Pearson Education)

Internet resources

• Fevad

  https://www.fevad.com/

• Credoc

  https://www.credoc.fr/

• INSEE

  https://insee.fr/fr/accueil

• Mediametrie

  https://www.mediametrie.fr/

• Kanter

  https://www.kantarmedia.com/fr