This course prepares students for marketing in the digital age and e-commerce, a growing sector, governed by notions of immediacy and responsiveness. What are the particularities of new Internet business models, consumer behavior on social networks and best / bad responses from brands? How to define and execute mass personalization and customization strategies? And more generally how to structure a marketing reasoning integrating Internet, media of communication and distribution channel? The course, interactive and built with students, is punctuated by case studies and examples from the great successes of digital: Amazon, Asos, vente-privee, Meetic, L'Oréal and several start-ups, etc.
At the end of this course, students will be able to define a marketing strategy that integrates the digital dimension of customer relations from a communication and personalization / customization perspective, to present an adapted business model, etc. .
Ahlem Abidi-Barthe is an expert in digital marketing and consultant, doctor in Management Sciences (marketing) from the University of Toulouse 1 Capitole, teacher-researcher and responsible for the Digital Master at the European Business School Paris. His work, oriented towards managerial questions, focuses on digital, personalization of customer relationships, CRM and big data, customization of offers and experience marketing.