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MEASURING MARKETING PERFORMANCE & ROI

2016-2017

IESEG School of Management ( IÉSEG )

Code Cours :

1617-IÉSEG-MDM1S2-MKT-MDMCE19UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
MSc in Digital Marketing & CRM1S2English
Professeur(s) responsable(s)V.PAUWELS
Intervenant(s)V.PAUWELS, T.SEULLIET


Pré requis

Students should have already heard of Google Adwords and know some basic web metrics terms

Objectifs du cours

At the end of the course, the student should be able to:
? Master the Key Performance Indicators used in Marketing : select them, set objectives, prioritize and differentiate short term/ long term measurements.
? Take into account the specificity of Digital and CRM campaign indicators.
? Define a web acquisition strategy
? Set up and optimize a SEA campaign
? Know how to analyze the Return On Investment of the campaign and decide on corrective actions.

Contenu du cours

? Key marketing metrics to evaluation marketing performance online & offline
? Simulation game SIMBOUND which allows students to evaluate the performance of online marketing campaigns and understand the impact of decisions after each decision making round.


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
lecture8,00  
Interactive class5,00  
Tutorials1,00  
Coaching1,00  
Independent work
E-Learning5,00  
Independent study
Estimated personal workload30,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Tutorial
  • Presentation
  • E-learning
  • Interactive class
  • Case study
  • Coaching


Évaluation

Students will be assessed according to their team performance within the game, but also according to a mid-term written assignment by team.

Type de ContrôleDuréeNombrePondération
Continuous assessment
Mid-term exam2,00120,00
Participation1,00110,00
Others
Group Project7,00170,00
TOTAL     100,00

Bibliographie

  • Documents at students' disposal in Simbound platform -

  • Marketing Metrics: The Definitive Guide to Measuring Marketing Performance de Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, David J. -

  • The Handbook of Brand Management Scales. Zarantonello, L. and Pauwels-Delassus, V., 2015. Routledge. -

  • Mesurer l'efficacité du marketing digital. De : Laurent FLORES - Aux éditions : DUNOD -




 
* Informations non contractuelles et pouvant être soumises à modification
 
 
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