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MDM - DIGITAL MARKETING STRATEGY

2016-2017

IESEG School of Management ( IÉSEG )

Code Cours :

1617-IÉSEG-MDM1S1-MKT-MDMCE18UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
MSc in Digital Marketing & CRM1S1English
Professeur(s) responsable(s)Y.MOYSAN
Intervenant(s)Yvon MOYSAN


Pré requis

Traditional Marketing basics

Objectifs du cours

At the end of the course, the student should be able to :
1. Enable how to rethink marketing in the evolving digital age
2. Understand how digital marketing strategies fit with companies overall marketing strategy
3. Learn to develop, implement, and evaluate digital marketing plan
4. Establish digital marketing goals and analytics
5. Measure return on investment for digital activities.
6. Explore the future development of digital marketing

Contenu du cours

1. Introduction
2. Marketing in The Digital Age: The Consumer Decision Journey
3. Customer Centricity
4. Marketing Research in the Digital Age
5. Search Engine Marketing
6. Integrating Online and Offline Strategies
7. The Media Industry in the Digital Age: Content
8. Social Medial Marketing and Monitoring
9. User Generated Content (UGC) and Platform
10. Mobile Marketing
11. Conclusion


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
lecture16,00  
Independent study
Group Project20,00  
Estimated personal workload10,00  
Independent work
Reference manual 's readings4,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Presentation
  • Project work
  • Interactive class
  • Case study


Évaluation

Participation in class individual
Mini case studies in class per group
Project per group

Type de ContrôleDuréeNombrePondération
Continuous assessment
Participation16,00120,00
Oral presentation0,50120,00
Others
Group Project0,50160,00
TOTAL     100,00

Bibliographie

  • Groundswell by Li and Bernoff (2011), -

  • Social Media Marketing: A Strategic Approach by Baker et al. (2012) -

  • Internet Marketing: Integrating Online and Offline Strategies by Roberts and Zahay (2012) -




 
* Informations non contractuelles et pouvant être soumises à modification
 
 
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