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

Prerequisites

Marketing Basics
E-commerce Basics

Learning outcomes

At the end of the course, the student should be able to:
Understand the actual customer expectations and how omni-channel can influcence their purchasing
- Make effectual organizational decisions (L05.D) that will ensure a consistent brand strategy
- Set the good combination of channels and implement gateways to improve the customer journey
- Successfully collaborate within an intercultural team (L01.B) to set one common direction that serves the customer
- Propose creative solutions within an organization (L03.B). Solutions that focus on Customer Experience (rather than technology)
- Communicate effectively in English (L01.C) to expose the chosen strategy

Course description

1. The growing importance of synchronizing with consumers: understanding brands as a whole
2. Crossing the chasm to offer more: the benefits of a multi-channel approach
3. From selling moments to connection moments: Omni-channel scenarios around the customer journey
4. Breaking the silos: unifying diverging strategies towards a common goal

Class type

Class structure

Teaching methods

• Case study
• Interactive class
• Presentation
• Project work

Assessment

ndividual evaluation of each student will be done through in-class oral contributions as well as oral presentations of in-class case studies & a final group project.
Students will be more specifically evaluated on their ability to propose creative solutions (L03.B) during 1 of the case studies, as the main objective will be to recommend an effiicient point of sale digitization approach while no optimal solution is possible.

Internet resources

• IESEG ONLINE