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MOBILE MARKETING

2016-2017

IESEG School of Management ( IÉSEG )

Code Cours :

1617-IÉSEG-MDM1S1-MKT-MM1CI08UE

MARKETING


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


Pré requis

Students should already be familiar with web sites concepts
The web KPIs such as visit, transformation rate

Objectifs du cours

At the end of the course, the student should be able to:
Understand the mobile market : figures, trends and profiles
Control the applications / sites differencies and expectations
Understand the applications stores rules
Assimiliate the main mobiles behaviors and marketing specificities
Define the mobile KPI's
Realise the ergonomics differencies with the web
Create a roadmap

Contenu du cours

The students will have to complete their own mobile strategy for the final exam (5 groups of 6 students); 30 minutes - at the end of each session - will be dedicated to group work and Q&A.
The mobile market : figures, trends and profiles
Differencies between applications and sites
Applications stores rules
Mobile Behaviors and features
Mobile KPI's
Mobile marketing
Use case study
Mobile ergonomics
Innovation


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
lecture8,00  
Interactive class6,00  
Coaching2,00  
Independent study
Group Project16,00  
Individual Project4,00  
Estimated personal workload8,00  
Independent work
Research6,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Presentation
  • Research
  • Project work
  • Interactive class
  • Case study
  • Coaching


Évaluation

5 groups of 6 students will work on their own mobile strategy
The final exam will be an oral presentation - a pitch of 20' per group - of their business mobile strategy

Type de ContrôleDuréeNombrePondération
presentation
statement0,501100,00
TOTAL     100,00




 
* Informations non contractuelles et pouvant être soumises à modification
 
 
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