Marketing digital

Crédit : 2 ECTS
Langue du cours : anglais

Volume horaire

  • CM : 21 h

Description du contenu de l'enseignement

The participants will be introduced into the world of online business tools for luxury brands.
They will become familiar with e-commerce strategies for luxury goods, online consumer behavior, social media, the market environment, cross channel functions combining traditional retail and e-commerce, merchandising and category management strategies.
This course will also prepare the student for managing and coordinating the set up of a new e-commerce business for luxury brands.
The participants will be introduced into the world of online business tools for luxury brands.
They will become familiar with e-commerce strategies for luxury goods, online consumer behavior, social media, the market environment, cross channel functions combining traditional retail and e-commerce, merchandising and category management strategies.
This course will also prepare the student for managing and coordinating the set up of a new e-commerce business for luxury brands.

Mode de contrôle des connaissances

  • Interactive group work
  • Mini-cases
  • No examination

Bibliographie, lectures recommandées

  • Merk, Michaela, "Ways of winning over the sales force in the digital world", in Merk, Michaela (2014) - Luxury Sales Force Management, London: Palgrave,.140-158.
  • Merk, Michaela (2014) - "Les trois challanges de l'e-commerce", La revue des marques, 18-21.

Enseignant responsable

MICHAELA MERK



Année universitaire 2017 - 2018 - Fiche modifiée le : 07-07-2017 (15H20) - Sous réserve de modification.