06240704 - Marketing omnicanal

Estimation of private study (outside of contact hours): about 30 hours

TARGETED KNOWLEDGE AND SKILLS 

Understand the importance of an omni-channel strategy
Identify how omni-channel impact customer experience
Be able to reshape the experience with a holistic view of the omni- channel experience

COURSE OUTLINE

Omni-channel-marketing and customer experience

Integrating Omni-Channel in Service-oriented Businesses
From Multichannel Strategy to Omni-Channel Strategy
Omni-Channel: Is it the Winning Business Model?

Understanding Customers Across Multiple Channels and Touchpoints
Customers Facing Physical and Digital Channels
The “New” Hybrid Trajectories of Customers
The Impact of a new touchpoint on Customer Experience and Expectations
Omni-channel experience and dimensions of Customer experience
Identifying the complementarity of touchpoints according to the customers' logic and the level of involvement with the product category

Adapting Channels and Touchpoints to Create a Great Experience and Meet Customer Expectations in an Omni-Channel Context
Towards the necessity of revisiting the role of the brand?    
How to Adapt Existing Channels and Touchpoints
How to Integrate New Channels and Touchpoints into the Marketing Strategy.

RECOMMENDED TEXTS AND PUBLICATIONS

Verhoef, P.C., Kannan, P.K. and Inman, J.J., (2015). From multi-channel retailing to omni-channel retailing: introduction to the special issue on multi-channel retailing. Journal of retailing

EMBLEMATIC BOOKS OR RESEARCH PAPERS REGARDING THE SUBJECT OF THE COURSE

Mason T. and  Knights (2019), M.Omnichannel Retail: How to Build Winning Stores in a Digital World

Verhoef, P.C., Lemon, K.N., Parasuraman, A., Roggeveen, A., Tsiros, M. and Schlesinger, L.A., (2009). Customer experience creation: Determinants, dynamics and management strategies. Journal of retailing

TEXTS AND PUBLICATIONS OF IAELYON FACULTY ON THE SUBJECT OF THE COURSE (in English)  

1. Vanheems R. and Kelly S. (2009), Understanding Customer Switching Behavior When Retailers Use Multiple Channels, International Journal of Integrated Marketing communications, fall,44-56.
2. Vanheems R., Kelly S.  and Stevenson K. (2014), Multi-channel Retailing ‘s Impact on the Salesperson’s Role, International Journal of Integrated Communications, fall, Vol. 5, N°2, pp.91-100.
3. Serravalle, F., Vanheems, R., & Viassone, M. (2019). Consumers’ perception of Augmented Reality: An application to the “Made in Italy” brand. ImpresaProgetto-Electronic Journal of Management (2), Online. ISSN (online): 1824-3576. Doi: 10.15167/1824-3576/IPEJM2019.2.1208, (RANG B en Italie),
4. Roten Y. et Vanheems R. (2019),  Which screens to share in stores with which customers? Journal of Marketing Trends, vol.5, number 3, p.25
5. Serravalle, F., Viassone, M. and Vanheems, R. (2020). The dark side of retailers on digital growth strategies: an exploratory study on augmented reality perception, Sinergie - Italian Journal of Management - 38(3), 71-88. ISSN 0393-5108. Doi: 10.7433/s113.2020.05. (RANG  A en Italie),
6. Roten Y. et Vanheems (2021), Why do People Shop Together Around the same screen ?” Journal of Consumer Marketing

Individual grade
Spoken and written exam, between 2 and 4 hours

Other grade
Grading during class
Oral presentation in a group

Weight : 2/3 and 1/3

NATURE OF MATERIALS
Lectures, interactions, Case studies

PRE-REQUISITES IN TERMS OF KNOWLEDGE AND SKILLS
Knowing the fundamentals of marketing : Segmentation, Targeting, positioning, mix marketing

ADVISED PRIOR READING
Kotler P.  et Keller K.L.  (2015), Marketing. Management, Pearson


RESOURCES AVAILABLE
Marketing journals in marketing available at the media library