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MDM - MULTI-CHANNEL STRATEGY

2017-2018

IESEG School of Management ( IÉSEG )

Code Cours :

1718-IÉSEG-MDM1S1-MKT-MM1CI01UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
MSc in Digital Marketing & CRM1S1English
Professeur(s) responsable(s)Y.MOYSAN
Intervenant(s)Yvon MOYSAN


Pré requis

1. Digital Marketing basics
2. E commerce basics

Objectifs du cours

At the end of the course, the student should be able to :
1. - Better identify the challenges encountered by companies in a multi-channel distribution model
2. - Better embrace the opportunities offered by new technologies (Internet, Mobile, Social Media, Tablet etc.) in a new "omni channel distribution" environment.
3. - Manage the different techniques to improve customer experience (segmentation, mobile application design, cross channel experience etc.)
4. - Increase leads and sales per channel (SEO, SEM, display etc.) and cross channel (Ropo effect, role of each channel in the customer acquisition process service etc.).
5. – Measure the effectiveness of a multi-channel strategy
The course will be illustrated with the best in class examples from different industries.

Contenu du cours

- Introduction. Major digital trends and challenges 2010-2016 (Google Penguin, Responsive design, geolocalisation, big data etc.)
- Display, RTB, SEO, SEA (definitions, interactions with the sales funnel)
- Social media (What are the main social media, Which customers use Social Media, What are their expectations?)
- Social media (How to design and implement a social media strategy (focusing on sales, customer support and branding) ...)
- Mobile (The key steps to design and implement a Mobile strategy, Mobile payment…)
- T Commerce (Definition, Issues, Usages…)
- Web to store and Mobile to store, Ropo effect,
- How to use digital channels to increase sales in physical stores? Connected stores
- Cross channel distribution (how to combine the different channels to increase customer experience and sales?
- Conclusion


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
lecture16,00  
Independent study
Estimated personal workload10,00  
Group Project20,00  
Independent work
Reference manual 's readings10,00  
Charge de travail globale de l'étudiant56,00  

Méthodes pédagogiques

  • Presentation
  • Project work
  • Interactive class
  • Case study


Évaluation

Participation in class individual
Mini case studies in class per group
Project per group

Type de ContrôleDuréeNombrePondération
Continuous assessment
Participation16,00120,00
Oral presentation0,50120,00
Others
Group Project0,50160,00
TOTAL     100,00

Bibliographie

  • 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. -

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




 
* Informations non contractuelles et pouvant être soumises à modification
 
 
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