Lectures

A travers ce support de cours, les usagers ayant un niveau intermédiaire pourront apprendre à effectuer des opérations assez complexes comme les fonctions préprogrammées, les tableaux croisés dynamiques, etc.

Ouvrages recommandés dans le cadre du cours de Customer Relationship Management

• Une certaine confusion subsiste pour définir le CRM
• Le CRM peut être vu comme un processus technologique, un processus relationnel, un principe d'efficacité organisationnelle, et comme une stratégie d'entreprise (Peelen et al., 2009).

Introduction

• In this course we examine e-marketing strategy and planning separately since in many organizations, a distinct e-marketing plan will often be developed by the marketing or e-commerce team.
• The e-marketing or Internet marketing plan will help define specific e-marketing objectives and develop strategies to ensure that resources are deployed to take advantage of the marketing opportunities provided by the Internet, and to counter its threats.
• E-marketing is focused on how a company and its brands use the web and other digital media such as e-mail and mobile media to interact with its audiences in order to meet its marketing goals.

According to Chaffey (2011, http://www.smartinsights.com/tactic/email-marketing/), despite the continued rise of Spam, Email marketing continues to be one of the most effective digital marketing tactics. Before the rise of social networks like Facebook and Twitter, Email used to be the single most effective way to develop relationships with existing customers – to educate them about the brand and to send out campaigns about different products and emails.

The Ultimate Email Marketing Guidebook: Increasing Subscriber Engagement Breakthrough Examples of Brands Raising the Email Marketing Bar

• Increasing subscriber engagement is a top priority for email marketers.
• Internet Services Providers (ISPs) are beginning to use engagement as a metric for inbox consideration and there is no universal agreement among marketers on the definition of engagement or how to improve it.
• Learn how to define, measure and increase subscriber engagement with compelling content, unique creative, and breakthrough campaign ideas that capture attention and drive subscriber interaction.
• This detailed whitepaper profiles 13 companies, each with their own unique angle for increasing subscriber engagement.

   

IT growth and global change: A conversation with Ray Kurzweil

- The inventor, businessman, and author explains how the exponential growth of technologies will transform industries and pose new opportunities-and hurdles for business and society.

Search Engine Optimization (SEO)

Source: http://www.seo.com/

• With nearly 14 billion online searches every month and social media sites that rival populations of large countries, there’s unlimited opportunity.
• But to take advantage of that opportunity, it is vital to rank high in the search engines, to leverage social media and pay per click advertising, and to make sure your website turns visitors into leads and sales.
• If you don’t understand how to successfully apply these strategies, then your customers will go to your competitors instead.

Introduction

• By providing a reliable location anywhere and at all times on earth, electronic devices, such as mobile phones, smartphones, tablets, watches, glasses and so on, offer retailers the opportunity to drive sales in more and more situations.
• They are in such a position to address each stage of the consumer purchase funnel - awareness, engagement, consideration, conversion and loyalty - that questions of privacy become even more important.
• Sending text alerts (SMS) and coupons as well as product ratings and reviews, locating stores, scanning barcodes, usind QR codes and finally, as already evocated, turning on location-based applications and leaving social media feeds available in order to facilitate each stage of the consumer's mobile experience, take part of the tactics retailers already use.

   

What is Cloud Computing?

• A new type of consumption and delivery model for IT services based on Internet protocols
• Computation, software, data access and storage is virtualised
• Similar to electricity grid – treats computing resources like a public utility
• It is a by product and consequence of the ease of access to remote computing sites provided by the internet
• Enables convenient, on-demand network access to a shared pool of computing resources that can be configured according to user needs – networks, servers, storage, applications, services
• Typically it delivers common business applications online that are accessed from another web service or software like a web browser while the software and data are stored on servers
• It is in the ‘cloud’

this is the summary