Pressing the Reset Button at the Store: Digital In-Store for Commerce
c-store project: an e-commerce learning by doing experience
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C-store a learning by doing pedagogy for e-commerce teaching Henri Isaac 1
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This presentation deals with a learning experience project we run at Université Paris-Dauphine for more than 5 years to teach e-commerce to Marketing students. It's a collaborative experience with consultants, companies and students. A great experience that won the 2014 Pedagogical Award from FNEGE.
Transcript of c-store project: an e-commerce learning by doing experience
C-storea learning by doing pedagogy for e-commerce teaching
Henri Isaac
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Who I Am?
Ph.D in Management Science ● Associate Professor Université Paris-Dauphine ● Ex- Dean for
Faculty & Research Neoma Business School ● Head of « E-commerce » certificate
CCMBenchmark-Dauphine ● Co-Author E‐commerce [3rd ed., 2014] , Marketing Digital [5th Ed.
2014] ● Consulting in e-commerce strategy ● Renaissance Numérique Vice-President [Think
Tank of the Digital Society]
“
”@hisaac25@livre_ecommerce
@Marktg_digital
Ag
en
da
What was the challenge ?Why learning by doing?How we design the c-store project?How we run such a pedagogical project?What we’ve learned [KSF]?
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What was
the problem?
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The context• “Retail & CRM” track in the Marketing Master (5th year)
• 30 students with partial professional experience• Last year before starting a career• Teaching:
• an IS course for more than 15 years (ERP, SCM, EDI, etc.)• an e-commerce course
• Observations• Our students need :
• Financial skills [assessing investment & ROI projects]• Project management [more & more projects based organizations]
• More digital skills: [from e-commerce to connected commerce]
• How can help our students to be more effective from scratch?
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Coping with various demands
Financial perspective Information
system
e & m-commerceProject management
Traditional answer: adding three new courses !How can we make our students more digital effective ?How can we make our students aware about what an e-commerce platform is ?
Rethinking the approach
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Digital is hard to teach without using itProject management is hard to teach:• Usually limited to tools and process• Nothing on team, leadership, planning, scheduling• Financial dimension of project difficult to understand
Rethinking the approach
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“doing a project” rather than
“teaching project management”
How we designed the project
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Designing the project |1
• A digital project where students can:• Understand what a digital project is all about• Manage a real project• Build a digital strategy for a real company• Assess the financial aspects of the project with a business
plan• Specify the e-commerce platform• Build a prototype• Defend the project as if it is a board presentation
• A project in which disciplines are mixed • Make our students being able to cope with transversal
issues 10
Designing the project |2
• Rethinking different courses around the project• Various courses have been rescheduled • Specific & dedicated (small 6h) courses have been added• Experienced Consultants have been hired in order to
• Teach some dedicated courses (Project management, web specifications, customer journey methodology)
• Train students on the e-commerce platform• Coach each team
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Designing the project |3
• Use an e-commerce platform• Historically, we used different OSS: OSCommerce,
NopCommerce, RBS change• Sign a partnerpship with RBS Change
• Cloud solution (Amazon Web Service)• Each team has its own instance• Two days training by RBS
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Howdo
we run c-store
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Timeframe & milestones
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Understanding the project
Strategy choice
Scoping & scaling Prototyping Expert
Assesment
How can we
organize the
project?
What’s the target?
How to size it?
How to build it ? Result ?
OctoberDecember
January FebruaryMarch
MaySeptembe
rFinal
presentation
Assessment
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Milestones 1 2 3 4 5
Deadline September December January March Mai
AssignmentProject
planning Strategic planBusiness plan
Cahier des charges
Final presentation
Weight 17,5% 17,5% 17,5% 17,5% 30 %
assessorH. IsaacF. Miquel
N. Innocenti
H. IsaacF. Miquel
N. InnocentiH.Isaac L. Passamonti Professional Jury
Assessment
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Final presentation
Key success factors
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Building Partnerships
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13/04/2023
• E-commerce platform
• Platform Training
• Project management
•Web & digital Specifications
Gathering a dream team!
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Valérie Renaudin, DauphineHenri Isaac, Dauphine
Nathalie Innocenti, consultantLudovic Passamonti, consultant
Eric Voltzenlogel, consultantFlorent Miquel, consultant
13/04/2023
Convincing companies to partner
Have a look at our Video explaining our poject [in French]
Won the 2014 FNEGE Pedagogical Award
