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Students advise major companies on their digital strategies
Organised on the Lille campus and online, the Digital Consulting Week exercise enabled students in the MS Marketing Data & e-Commerce (MS MDCE) programme to get a taste of real-life e-commerce and digital issues. They also got in touch with major groups that are keen to benefit from this highly discerning and often instructive outside view.
The companies that participated in this year's MS MDCE Digital Consulting Week included the Adeo (formerly Leroy Merlin) Group, Boulanger, the start-up Alanna, L'Oréal Brandstorm, Auchan and SalesForce. During the week, representatives of various companies presented teams of four to five students with problems in the e-commerce and digital spheres. The students also received the expert advice of several coaches (in person and online) to guide them in their work.
Mutually beneficial partnership
Companies and students benefit equally from this win-win partnership as both have something to contribute. The companies can learn about a new and different approach from the students (who may see their solutions rolled out in real life), while students can find out about field- and expertise-related problems from the companies. "We are happy with this partnership with SKEMA's MS MDCE students, who came to our premises in Lesquin every day: a sign of their commitment. Their feedback is very useful to us, as this year we decided to work on a more strategic angle designed to challenge our customer experience standpoint, while keeping to our omnichannel-oriented roadmap. There were five of us in the final jury. Without giving too much away, their work will be used and taken up internally, and developed in 2023. We will certainly repeat the experience this year," says Alexis Bos, digital experience team leader at Boulanger.
Real-life problems
Here are some of the issues handed to the students by companies at this year's Digital Consulting Week:
- How can the interior design market be pre-empted for a group like Adeo?
- How can the user experience on a website or an app be optimised?
- How can a large retailer's advertising be digitised in a given territory?
- How can a mobile app be redesigned?
- How can the best digital experience be delivered and provided to delegations' supporters during the 2024 Olympic Games?
At the end of the week, each group of students presented its findings to a jury that included a coach and a representative from each company.
