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Omnichannel & customer relationship strategies
Titulaire(s) du cours
Virginie BRUNEAU (Coordonnateur)Crédits ECTS
5
Langue(s) d'enseignement
anglais
Contenu du cours
A distribution strategy is core in every business and an accurate channel management is key to the success of products or services. Distribution plans need to be well elaborated and consider several elements such as location, financial aspects of retail, buying and logistics functions as well as merchandising techniques.
In the last decades, as technology vanishes the distinctions between physical and online retailing, marketers will need to rethink their distribution strategies. Consumers are now « omni-channel » in their outlook and behavior – they use both online and offline channels for shopping. With the disappearing distinction between physical and online stores, the world is turning into a showroom without walls. Companies need to provide seamingless experiences accross channels accross all touchpoints to their customers. The performance over these channels needs to be optimized. The objective of this module is to provide students with a customer-focused framework on how companies can succeed with their omni-channel strategies.
Objectifs (et/ou acquis d'apprentissages spécifiques)
At the end of this course, students are expected to understand and be able to actively implement a successful distribution and omnichannel strategy
More specifically, students should be able to:
- Understand how to bring a service or product to the market in a profitable manner
- Know how to operate a distribution and retailing business
- Evaluate a distribution /omnichannel strategy
- Solve issues related to distribution strategies in different sectors, at local and international levels
- Understand and create customer journey maps
- Recommend and justify an appropriate distribution/omnichannel strategy
Pré-requis et Co-requis
Connaissances et compétences pré-requises ou co-requises
An advanced knowledge of marketing concepts is required (students should at least have succeeded for a basic marketing course)
Méthodes d'enseignement et activités d'apprentissages
The format is based on active learning and includes lectures, case studies, and exercises. In order to put the theory into practice, managers will be invited as guest speakers. To apply the theoretical concepts seen in class, students will have to (1) read and analyze some case studies/articles and (2) make a team assignment.
The student is considered as an independent, self-organised learner. Every student is expected to contribute as actively as he/she can to the discussions in class.
Références, bibliographie et lectures recommandées
Readings and course slides will be made available for students.
Support(s) de cours
- Syllabus
- Université virtuelle
Contribution au profil d'enseignement
With the help of this course, students will notably learn to:
- Integrate sustainable development into problem analysis
- Master and apply key economic and management concepts, frameworks and theories in a professional context to identify a business opportunity and create a relevant innovative solution for it
- Display critical thinking and develop autonomous learning strategies and techniques
- Work and communicate effectively as part of a team in an international and multicultural environment
- Demonstrate a strong work ethic to foster a socially responsible behaviour in the workplace
Autres renseignements
Contacts
Virginie Bruneau by e-mail.
Campus
Solbosch
Evaluation
Méthode(s) d'évaluation
- Projet
- Présentation orale
- Travail de groupe
Projet
Présentation orale
Travail de groupe
The evaluation will be based on group assignments and continuous assessment.
Construction de la note (en ce compris, la pondération des notes partielles)
- Group assignment 1 40%
- Group assignment 2 30%
- Continuous assessment 30%
Langue(s) d'évaluation
- anglais