Course details
Online Retailing
MARK 60106A
This course has two main objectives: 1) Learn about the most recent scientific research about online retailing and 2) Transfer and use this scientific knowledge to develop online retailing strategies and tactics to help retailers attract, convert, and retain customers.
The main objective of the course is to expose students to the most recent research related to online retailing in order to use it in developing effective online marketing strategies and tactics. Research on online consumer behavior and on the most effective strategies used by retailers to maximize their performance are discussed. Although based on scientific knowledge, the course is managerial in its approach, for instance, by using case studies and inviting industry speakers in order to better understand how marketing strategies and tactics are actually used in the industry. The course is composed of four main blocks: 1) Consumer behavior analysis, 2) How to attract visitors, 3) How to convert visitors into customers, 4) How to manage customer relationships online.
Themes covered
Introduction to electronic marketing
2.Consumers' online information search
3.Consumers' online decision-making
4.Online advertising
5.Online customer experience
6.Online pricing
7.Omnichannel distribution
8.Website and app evaluation
9.Online customer relationship management
10.Consumers' satisfaction and loyalty
Important notes
Course in French : MARK 60106
A laptop configured according to the School's technology specifications is required for this course.
Course code
MARK 60106A
Subject
Marketing
Program
Master of Science (MSc)
Instruction mode
On-site learning
Credits
3