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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)JP.THEVENY

Pré requis

Be passionate and willing to learn. No specific skills required. The teaching approach is based on theory and the presentation of concrete cases. It is therefore an interaction and permanent exchange between the professor and the attendees which are sought for. The teacher uses slides as a teaching aid. Videos are also offered by the speaker and help to illustrate the course.

Objectifs du cours

The course aims to complete students' knowledge in mobile marketing. It aims to provide students with the detailed elements for the understanding of the major stakes/issues related to the growth of mobile marketing, understanding of the politics / strategies of the market players (brands, consumers, regulators…), the balance of power within the sector and the industrial sectors concerned, understanding of the economy in this sector (costs, revenues, value sharing), KSF of the integration of mobile media based on examples of the best existing practices .

Contenu du cours

Introduction to mobile marketing.
Mobile: a massive market disruption worldwide
Mobile market data worlwide ==> a very high mobile penetration rate
Definitions:What is a mobile? Physical objects supplanted by smartphone
The main advantages of the mobile
The mobile as a medium to serve the different objectives of the brand: brand development, revenue generation, customer acquisition, loyalty…
Uses of mobile marketing by the brands: SMS / MMS, mobile site, QR codes, mobile applications …
Apps: Mobile marketing strategy models
Disruption patterns & Mobile prospective
Wearable technology
Quantified self

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class18,00  
Independent work
Independent study
Group Project8,00  
Charge de travail globale de l'étudiant34,00  

Méthodes pédagogiques

  • Presentation
  • Project work
  • Interactive class
  • Case study


Participation + project carried out by group of students

Type de ContrôleDuréeNombrePondération
Continuous assessment
Group Project8,00170,00
TOTAL     100,00

Ressources internet

* Informations non contractuelles et pouvant être soumises à modification
Vidéo : Un campus à vivre
Notre chaîne Youtube