06240704 - Marketing omnicanal
| Niveau de diplôme | |
|---|---|
| Crédits ECTS | 3 |
| Volume horaire total | 2E+1 |
| Volume horaire CM | 20 |
Responsables
Objectifs
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
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
Contenu
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.
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.
Bibliographie
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
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
Contrôles des connaissances
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
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
Informations complémentaires
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
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