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E-COMMERCE

2017-2018

IESEG School of Management ( IÉSEG )

Code Cours :

1718-IÉSEG-MDM1S1-MKT-MDMCE03UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
MSc in Digital Marketing & CRM1S1English
Professeur(s) responsable(s)V.PAUWELS
Intervenant(s)O.GUILLOUZOUIC


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

At the end of the course, the student should be able to:
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

Contenu du cours

1. Context and Definition
1.1 History of Ecomerce
Vision and founder with Alibaba, Amazon and Fnac
1.2. The relationship between a brand and a customer in a connected world
New behaviors and new business model (click and collect, Drive...) Examples: Comptoir des cotonniers, Nespresso
1.3 Differences between Ecommerce, Delegation, Marketplace...
2. Methodologies
2.1 How to build an efficient Ecommerce Programm
2.2. Merchandising
2.3. Warehousemanagement: Security and high delivery
3. The future of ecommerce
4 Ecommerce and CRM (Find, win, keep)


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
lecture4,00  
Interactive class1,50  
Coaching0,50  
Independent study
Group Project2,00  
Charge de travail globale de l'étudiant8,00  

Méthodes pédagogiques

  • Presentation
  • Project work
  • Interactive class
  • Coaching


Évaluation

Type de ContrôleDuréeNombrePondération
Final Exam
MQC1,00110,00
Oral exam0,00110,00
Others
Group Project0,00150,00
Individual Project0,00130,00
TOTAL     100,00

Bibliographie

  • Stratégie Clients – Coordonné par Pierre Volle – Pearson 2012 -

  • Acquisition et fidélisation online – Hervé Bloch – Ed. Kawa 2012 -

  • Les Paradoxes de la relation client dans un monde digital – E. Falque & SJ Waynes- Pearson 2012 -




 
* Informations non contractuelles et pouvant être soumises à modification
 
 
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