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Omni-channel distribution strategy


IESEG School of Management ( IÉSEG )

Code Cours :



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

Pré requis

Marketing Basics
E-commerce Basics

Objectifs du cours

At the end of the course, the student should be able to:
Understand and analyse the elements which caracterise and influence Online Business or E-commerce
Understand the actual customer expectations
Understand how omni-channel can influcence their purchasing
Understand the specificities and complexities related to managing different channels (store, web, mobile...)
Propose the good combination of channels to improve the customer journey

Contenu du cours

From Mono-channel to Omni-channel : why to adopt an Omni-channel strategy?
The different scenarios of Omni-channel & the customer journey (web-to-store, mobile-to-store/ click&collect, ROPO, e-booking in store, store-to-web/showrooming, web in stores /connected stores ...)
The impacts of Omni-channel & the Organization (Cannibalization risk, Potential conflict, Product policy, Price management, Merchandising, HR, IS, Supply Chain...)
Towards the Unified Commerce

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Independent work
Independent study
Group Project15,00  
Estimated personal workload10,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Presentation
  • Project work
  • Interactive class
  • Case study


Individual oral class contribution
Group project with an oral presentation

Type de ContrôleDuréeNombrePondération
Continuous assessment
Oral presentation0,50020,00
Group Project0,50060,00
TOTAL     100,00

Ressources internet

* Informations non contractuelles et pouvant être soumises à modification
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