Fiche détaillée d'un cours


 


Voir la fiche établissement

BRANDS AND SOCIAL MEDIA

2017-2018

IESEG School of Management ( IÉSEG )

Code Cours :

1718-IÉSEG-M1S2-MKT-MA-EI87UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
Master1S2English
Professeur(s) responsable(s)H.SHEN
Intervenant(s)Henry H. SHEN


Pré requis

Traditional Marketing basics

Objectifs du cours

1. Better able to employ different branding tactics to serve branding needs in the digital age
2. Learn how to develop and implement a digital marketing strategy
3. Understand objectives and procedures of web analytics
4. Better improve leadership, teamwork, problem-solving, and communication skills.
5. Analyze and evaluate the relative importance of the cultural element to work in multicultural teams.
6. Produce professional quality documents and make professional quality oral presentations using adapted tools.

Contenu du cours

1. Introduction
2. Marketing in The Digital Age
3. Branding revisited
4. Social Media Platforms
5. Search Engine Marketing
6. Authenticity & User-Generated Content
7. O2O: Online to Offline
8. Class Presentation of Group Project


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Coaching4,00  
Independent study
Group Project20,00  
Individual Project10,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Presentation
  • E-learning
  • Project work
  • Interactive class
  • Case study


Évaluation

A. Case Study 40%
B. Group Project 40%
C. Class Participation 20 %

Type de ContrôleDuréeNombrePondération
Continuous assessment
Participation2,60620,00
Oral presentation4,00040,00
Others
Group Project5,00040,00
TOTAL     100,00

Bibliographie

  • eMarketing: The essential guide to marketing in a digital world (5th edition) By Rob Stokes and the Minds of Quirk (2013) -

  • • Free PDF on the publisher’s website -

    https://www.redandyellow.co.za/wp-content/uploads/emarketing_textbook_download.pdf

  • Kindle Edition on Amazon $26 -

  • Harvard Business Review case studies -




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