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Establishment
Language of instruction
English
Teaching content
MARKETING
Training officer(s)
I.CHAILLOT
Stakeholder(s)
Isabelle CHAILLOT
Présentation
Prerequisite
Students should have
• Basic knowledge of marketing concepts and general knowledge in internet & social media
• Interest in digital marketing, E-Commerce, Retail, consumer goods, B2B, B2C
• Critical thinking.
• Basic knowledge of marketing concepts and general knowledge in internet & social media
• Interest in digital marketing, E-Commerce, Retail, consumer goods, B2B, B2C
• Critical thinking.
Goal
At the end of the course, the student should be able to:
- Know how to manage and balance a digital and physical strategy within an overall marketing strategy
- Better know how to evaluate the potential and challenges of e-business for its businesss
- Understand how E-Commerce affects Block and Mortar strategy (retail stores) in an overall marketing strategy
- Know how to intregrate the Web dimension into the general marketing strategy of a company
- Create value and a competitive advantage thanks to the appropriate marketing strategy
- Know how to manage and balance a digital and physical strategy within an overall marketing strategy
- Better know how to evaluate the potential and challenges of e-business for its businesss
- Understand how E-Commerce affects Block and Mortar strategy (retail stores) in an overall marketing strategy
- Know how to intregrate the Web dimension into the general marketing strategy of a company
- Create value and a competitive advantage thanks to the appropriate marketing strategy
Presentation
Day 1: History of E-Commerce: from transactions to E-Commerce & multi channels (examples in B2C and B2B): definitions, differnces and identifications
Day 2: from a "Bricks & mortar" to a "Bricks & clicks" marketing strategy: traditional and multi channels tools
Day 3: Web marketing in ECommerce: definition and content of web marketing tools
Day 4 How E-Commerce influence retail stores : integrating the webelements into a store
Day 5: Marketing strategy in retail & E-Commerce: from 4P's to 7P's
Day 6: Business case analysis & presentation : implementation of a phygital strategy for a company launch in France
Day 2: from a "Bricks & mortar" to a "Bricks & clicks" marketing strategy: traditional and multi channels tools
Day 3: Web marketing in ECommerce: definition and content of web marketing tools
Day 4 How E-Commerce influence retail stores : integrating the webelements into a store
Day 5: Marketing strategy in retail & E-Commerce: from 4P's to 7P's
Day 6: Business case analysis & presentation : implementation of a phygital strategy for a company launch in France
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours magistral | 8,00 | ||
| Cours interactif | 8,00 | ||
| Autoformation | |||
| Lecture du manuel de référence | 4,00 | ||
| E-Learning | 3,00 | ||
| Recherche | 2,00 | ||
| Travail personnel | |||
| Group Project | 20,00 | ||
| Charge de travail personnel indicative | 5,00 | ||
| Overall student workload | 50,00 | ||
Evaluation
The assessment is based on four criteria :
- Active participation in class (taking into account attendance and ponctuality),
- Cases to be read and analyzed prior to each class
- Group presentations
- Personal work
- Active participation in class (taking into account attendance and ponctuality),
- Cases to be read and analyzed prior to each class
- Group presentations
- Personal work
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Contrôle continu | |||
| Participation | 8,00 | 0 | 20,00 |
| Exercices | 20,00 | 0 | 20,00 |
| Autres | |||
| Projet Collectif | 8,00 | 0 | 30,00 |
| Projet Individuel | 5,00 | 0 | 30,00 |
| TOTAL | 100,00 | ||