New Consumer Behavior
Code
USM30K
Description
The following points will be covered during the course: segmentation tools, new tools to analyse customer meanings
Evolution of hybrid customer journeys
User expectations in an omnichannel environment.
Finalité
This course aims to understand major consumer trends and their impact on marketing and business.
The analysis of offline behaviors makes it possible to understand the expectations of users and the challenges of online services.
The main behavior segmentation tools are presented for different economic sectors (tourism, bank, etc.)
Several points are addressed like online purchase, phygital customer journey in an omnihanel environment, arbitration between physical and online choices.
Public
Master in Management MIM M2 group: e-Business and Marketing
- Nombre d’ECTS
- 4
- Durée en nombre d'heures
- 40.00
- Type de notation
- Notation chiffrée (sur 20)
- Moyenne pour valider l'UE
- 10.00
- Modalité(s) d'évaluation
- Contrôle continu
- Examen final
- Année de création
- 2017
- Date de début de validité
- Date de fin de validité
- Déployabilité
- Offre déployable dans le réseau en cas d'agrément
- Examen national
- Oui