fc:vent01
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fc:vent01 [12/10/2018 08:23] Jean-Pierre Bajart supprimée |
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| - | ~~NOTOC~~ | ||
| - | ^ Code ^ Crédits ^ Période ^ CM ^ TD ^ TP ^ Exam ^ ^ | ||
| - | | SI-PROD01 | 2,5 | Semestre 8 | 30H | | | | Option CMD | | ||
| - | ====== Sales Management ====== | ||
| - | ===== Lecturers ===== | ||
| - | __Xianyi Zeng__, Frederique Joly | ||
| - | |||
| - | ===== Course Objectives ===== | ||
| - | Learning basic knowledge on mail order, e-business and behaviour of consumers | ||
| - | |||
| - | ===== Prerequisites ===== | ||
| - | The usual knowledge & know how of an Applied Science graduate level. | ||
| - | |||
| - | ===== Course description ===== | ||
| - | __Mail order and e-business__: | ||
| - | * Part 1: | ||
| - | - An overview on the dramatic change inside the European retail business with very strong influences also on the mail order business (MOB).\\ | ||
| - | - Learn how the mainly catalogue-based MOB is changing into a mainly online-based multichannel-oriented business, including Tele-, Mobile- and ITV-Shopping.\\ | ||
| - | * Part 2: | ||
| - | - New ways to survive or gain market share inside this dramatic change of the distance selling market\\ | ||
| - | - Main marketing-strategic success concepts to compete with more and more successful retail concepts: | ||
| - | • brand and communication strategy | ||
| - | • multichannel offer strategy | ||
| - | • CRM (customer relation management) based sales and service strategy | ||
| - | • more and more customer based online-strategy | ||
| - | • self learning rapid action chain programs | ||
| - | • international runner multiplication \\ | ||
| - | __Behaviours of consumers:__ | ||
| - | * Part 1: Satisfaction and/or/vs quality of service. Evaluation techniques: Mystery shoppers, Envirosell, Hofstede or even IBM. Promotion techniques, levies and risks.\\ | ||
| - | * Part 2: Sales concepts: From Hard Discount to Ethnical including No-Branding or Gay Marketing; Not the same product to everybody ! Adjusting a profile; Emerging trends: Seniors. Markets and Geography: Gross Domestic Product and/vs; Product Purchasing Power; Examples. | ||
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| - | ===== Teaching method ===== | ||
| - | Mail order and e-business: | ||
| - | All presentations are done by CD-ROM or USB-sticks and are handmade | ||
| - | • based on the 25 years experience on building up the world wide market leader | ||
| - | • based on concrete best practice examples out of the OTTO Group\\ | ||
| - | Behaviours of consumers: | ||
| - | All presentations are Keynote, obviously homemade and handed over as a QuickTime session (.mov). | ||
| - | Based on methods we implemented in McArthurGlen Designer's Outlets and other Brand networks. | ||
| - | |||
| - | ===== Evaluation method ===== | ||
| - | Mini projects. MCQ. | ||
| - | |||
| - | ===== References ===== | ||
| - | |||
| - | ===== Teaching language ===== | ||
| - | English | ||
fc/vent01.1539325418.txt.gz · Dernière modification: 12/10/2018 08:23 par Jean-Pierre Bajart
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