Le centre e-learning de la HES-SO, il a été créé en 2004. Il propose aux professeur-e-s de la HES-SO un soutien actif pour les aider à enrichir leurs cours présentiels avec des solutions technologiques favorisant l'apprentissage.
L'unité "Droit des Médias 2" poursuit les objectifs suivants:
Permettre à l’étudiant de maîtriser les différentes sources de protection des biens immatériels, leurs spécificités et leur articulation.
Expliquer le droit de la protection des données suisse et européen (RGPD) et son incidence sur un projet industriel ou marketing concret.
Présenter les principales règles applicables à la publicité afin d’éveiller des réflexes de diligence chez les étudiants avant la mise en œuvre d’une campagne publicitaire.
Ce cours repose sur les connaissances acquises au travers de l'unité précédente Droit des Médias 1.
This course in "International Channel Management & e-commerce" aims at giving the foundational knowledge to understand, design and manage effective sales and marketing channels, in particular for businesses operating in international set up. It reviews in greater details the various typologies of distribution channels, their respective advantages and disadvantages as well as provides a framework to design, manage and evaluate them effectively. It takes in consideration the latest marketing and distribution trends with a special focus on e-commerce and omni-channel marketing.
Learning Objectives
At the end of this course, you should:
Identify the role of channel strategy in the Marketing-Mix.
Describe which are the multiple actors in a distribution system and their respective role.
Recognize the various distribution models: direct versus indirect, selective versus intensive, hybrid models.
Name the benefits/disadvantages of each distribution model (direct/indirect/hybrid) and recommend the most suitable model in a given context.
Distinguish the most common distribution structures: retailers, wholesalers, distributors, franchising.
Explain what it takes to manage effective and enduring channel relationships.
Describe the major global trends and their impact on channel strategy.
Identify the new challenges and opportunities with the rise of e-commerce.
Explain what ‘omnichannel’ stands for, what are its key drivers and how best to execute.
Analyse channel strategies of given sectors/industries in light of above concepts
Recommend Go-to-Market strategies for emerging businesses
Be able to recommend alternative sustainable or circular practices to standard Go-to-Market strategies
This course aims at offering “the equivalent of a 6-month internship in a multinational company, in just 14 classes”, by providing students with the fundamentals to effectively grow brands internationally. And therefore, boosting their proficiency just before entering the marketplace.
Containing little theory, this course rather focuses on the know-how, behavioural skills, and concrete tools to thrive in multinational companies, which are operating under specific organizational set-ups, processes, and ways of working. Beyond these internal considerations, by the end of the semester students should be able to:
·LO1: Assess their international business environment and industry.
·LO2: Define meaningful consumer targets across markets: the “WHO”
·LO3: Create a marketing and sales strategy: the “WHERE” and “WHY”
·LO4: Develop products/services to meet their needs: the “WHAT”
·LO5: Bring these products/services to stores and support them: the “HOW”