This class exists in these courses :
• IÉSEG > MSc in Digital Marketing & CRM > MSc in Digital Marketing & CRM - Semester 1 > 2,00 ECTS

Prerequisites

Analytics skills are a prerquisite: the student is already able to define a marketing strategy before an Ecommerce strategy (Porter, SWOT...) and he knows the different steps of an IT project and how to manage it (Gannt...)

Learning outcomes

At the end of the course, the student should be able to:
- understand the grounds of business knowledge around E-commerce and get competencies in a Global E-commerce context.
- Define the different steps of an Ecommerce Strategy according to the DNA of the Brand
- Understand methodologies and uses cases of Merchandising and Warehousemanagement
- Understand the differences between a B to B and a B to C strategy
- Understand to use the M-Commerce in a global strategy
- Social Commerce does really exists?
- Realise an ecommerce platform
- Links with CRM
- Understand the concept of Marketplace
- Have a big pictures of the move due to the technologies around the world

Course description

The course is given by 3 experts to give an overview of the E commerce from different perspectives:

- Context of the E commerce
- History of E commerce
- New business model
- Differences between E-commerce, Delegation, Marketplace
- How to build an efficient E commerce Programm
- E commerce and CRM
- E-commerce The future of E commerce
- Detailed review of the state of innovation in the world and its impact on consumer behavior
- Impact on brands, strategies and society
- Focus on Marketplace
- Context of the E commerce
- History of E commerce
- New business model
- Differences between E-commerce, Delegation, Marketplace
- How to build an efficient E commerce Programm
- E commerce and CRM
- E-commerce The future of E commerce
- Detailed review of the state of innovation in the world and its impact on consumer behavior
- Impact on brands, strategies and society
- Focus on Marketplace

Class type

Class structure

Teaching methods

• Interactive class
• Presentation
• Project work
• Research

Assessment

Recommended reading

• Sam Walton : Rethinking Retail 2013 -

• CRM Marketing Applications 2017 -