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E-COMMERCE

2016-2017

IESEG School of Management ( IÉSEG )

Code Cours :

1617-IÉSEG-MDM-S1-MKT-MDMCE03UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
MSc in Digital Marketing & CRMTransversal/annéesS1English
Professeur(s) responsable(s)JC.BONIS
Intervenant(s)O.GUILLOUZOUIC, JC.BONIS, C.CANTONI


Pré requis

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...)

Objectifs du cours

- 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

Contenu du cours

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


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
lecture12,00  
Interactive class4,00  
Independent study
Group Project24,00  
Estimated personal workload10,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Presentation
  • Research
  • Project work
  • Interactive class


Évaluation

Type de ContrôleDuréeNombrePondération
Others
Group Project0,00150,00
Continuous assessment
Participation0,00110,00
QCM1,00110,00
presentation
statement0,50130,00
TOTAL     100,00

Bibliographie

  • Sam Walton - Rethinking Retail 2013 -

  • CRM Marketing Applications 2017 -




 
* Informations non contractuelles et pouvant être soumises à modification
 
 
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