This document describes a learning by doing pedagogy project for an e-commerce teaching master's program. It outlines: - The challenge of teaching practical digital and project management skills. - How the program was designed around a real-world e-commerce project for a company, involving strategy, financials, and prototype development. - Key aspects of running the project, including timelines, milestones, assessments, and partnering with an e-commerce platform provider and consultants. - Factors for success, such as building partnerships, training on the platform, and assembling experts to support students.

1. Henri Isaac
C-store
a learning by doing pedagogy
for e-commerce teaching
1

2. Who I Am?
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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

3. Agenda
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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4. What
was
the problem?
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5. 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?
5

6. 6
Coping with various demands
Financial perspective
Information system
Project management e & m-commerce

7. Rethinking the approach
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 ?
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8. Rethinking the approach
Digital is hard to teach without using it
Project management is hard to teach:
• Usually limited to tools and process
• Nothing on team, leadership, planning, scheduling
• Financial dimension of project difficult to understand
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“doing a project”
rather than
“teaching project management”

9. How
we designed
the project
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10. 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
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11. 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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12. 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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13. How
do
we run c-store
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14. 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 ?
October
December
January February
March
May
September
Final
presentation

15. Assessment
15
Milestones 1 2 3 4 5
Deadline September December January March Mai
Assignment
Project
planning Strategic plan
Business plan
Cahier des
charges Final presentation
Weight 17,5% 17,5% 17,5% 17,5% 30 %
assessor
H. Isaac
F. Miquel
N. Innocenti
H. Isaac
F. Miquel
N. Innocenti
H.Isaac L. Passamonti Professional Jury

16. Assessment
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19. Final presentation

20. Key success
factors
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21. Building Partnerships
29/1
0/20
14
21
E-commerce platform
Platform Training
Project management
Web & digital
Specifications

22. Gathering a dream team!
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Valérie Renaudin, Dauphine
Henri Isaac, Dauphine
Nathalie Innocenti, consultant
Ludovic Passamonti, consultant
Eric Voltzenlogel, consultant
Florent Miquel, consultant
29/10/2014

23. Convincing companies to partner

24. Won the 2014 FNEGE
Pedagogical Award
Have a look at our
Video explaining our
poject [in French]