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WEB MARKETING

2017-2018

IESEG School of Management ( IÉSEG )

Code Cours :

1718-IÉSEG-BA3S1-MKT-B3-EE30UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
Bachelor3S1English
Professeur(s) responsable(s)G.DE KERVILER
Intervenant(s)Jean-Eric PELET


Pré requis

It is absolutely crucial to identify how consumers are making use of online tools to purchase travel related products and services and relate that back to what organisations should do in terms of making use of the power of eCommerce.

Objectifs du cours

The digital trend “eCommerce” aims to look at the changes happening in terms of ecommerce in the digital era. The student should be able to manage these changes. The main objective of this course is to familiarize the learner with the latest trends in eMarketing and eCommerce by reading, writing and implementing skills and tools used in the industry.

Contenu du cours

This course presents theory and practices to integer the last trends in an eMarketing strategy. We first introduce an actualised presentation of the market trends before presenting the different types of consumer behaviors. We conclude by creating a responsive website dedicated to promote another website by creating a campaign using Internet tools.


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Independent work
Research6,00  
Independent study
Group Project28,00  
Individual Project2,00  
Estimated personal workload2,00  
Charge de travail globale de l'étudiant54,00  

Méthodes pédagogiques

  • Presentation
  • E-learning
  • Research
  • Visits/fields trips
  • Project work
  • Interactive class
  • Case study
  • Coaching


Évaluation

Minimum of 50% individual grade
• Individually (40%): Preparing a synthesis about from a text (available from the lecturer) and create a sytnhesis to post on the TumblR website of the course: http://jepelet.tumblr.com/ (login/password provided during the first lecture)
• By group (50%): Preparing a landing page which objective is to promote a survey onto another website. The number of respondents to the survey indicate the relevance of the campaign created on the landing page.
• By group (10%): Presentation of the strategy of propotion of the landing page.

Type de ContrôleDuréeNombrePondération
Continuous assessment
Oral presentation0,00110,00
Participation0,00020,00
Oral presentation0,00110,00
Others
Individual Project0,00020,00
Group Project0,00140,00
TOTAL     100,00

Bibliographie

  • M-commerce: Du design d'interface à l'optimisation des ventes - Jean-Éric Pelet

  • Digital Business and E-Commerce Management - Dave Chaffey

  • E-Business and E-Commerce Management: Strategy, Implementation and Practice - Dave Chaffey


Ressources internet



 
* Informations non contractuelles et pouvant être soumises à modification
 
 
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