This class exists in these courses :
• IÉSEG > MIB > MIB > 2,00 ECTS

Prerequisites

None

Learning outcomes

Identify the challenges encountered by companies in a multi-channel distribution model;
- Embrace the opportunities offered by new technologies (e.g., internet, mobile, social media, tablet) in an "omni-channel-distribution" environment;
- Manage the different techniques to improve customer experience (e.g., segmentation, mobile application design, cross channel experience);
- Increase leads and sales per channel (e.g., SEO, SEM, display) and across channels (e.g., Ropo effect, role of each channel in the customer acquisition process service);
- Measure the effectiveness of a multi-channel strategy.- Identify the challenges encountered by companies in a multi-channel distribution model;
- Embrace the opportunities offered by new technologies (e.g., internet, mobile, social media, tablet) in an "omni-channel-distribution" environment;
- Manage the different techniques to improve customer experience (e.g., segmentation, mobile application design, cross channel experience);
- Measure the effectiveness of a multi-channel strategy.
- Choose and implement the most proper strategic marketing approach among crosschannel, multichannel and omnichannel
- Contribute to the company growth thanks to a specific creative approach blurring the lines between physical and digital marketing.

Course description

Reshape of the modern retail landscape and rejuvenation of the traditional marketing language; Material vs. immaterial marketing, physical vs. digital marketing; Major digital trends and recent challenges; Customer behaviours and growth of new channels; Single channel, multichannel, cross channel and omnichannel retail marketing; Smartphones, tablets, apps marketing strategies and sociological implications; Emerging technologies in ecommerce; Digital customer journeys; Digital retail ecosystems; Showrooming vs. webrooming, ROPO effect and its reverse; Multi/Omnichannel practices outside and inside the store; Imagination around retail is happening enough?; New customer individualism; Geomarketing and multichannel practices; VR and AR strategies; Geolocation strategies; Responsive design strategies and abandoned cart theories; SEM, SEO, SEA; Reshaping of target; generation X, Y and Z; digital purchase attitudes and expectations; connected stores vs.offline stores (i.e., merging the offline and the digital world is always mandatory?); Sixth sense marketing and the omnichannel mandate. SMM, SMO, SMA; Several case studies will be discussed in class.

Class type

Class structure

Teaching methods

• Case study
• Presentation
• Project work

Assessment

Students will be assessed based on the following: Individual participation in class and individual/group (up to the number of enrolled students) project, with final public presentation.

Recommended reading

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

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

• Slides will be daily shared with the students on iesegonline -