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Innovation through social media

2017-2018

IESEG School of Management ( IÉSEG )

Code Cours :

1718-IÉSEG-MDM1S2-MKT-MDMCE11UE

MARKETING


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


Pré requis

The student should have a fundamental understanding of marketing theory and practice.

Objectifs du cours

At the end of the course, the student should be able to:
A. Understand the role of digital media and social media in the new customer journey.
B. Critically analyze digital marketing strategies.
C. Understand and evaluate marketing tactics used in digital and social media.
D. Design a new digital marketing strategy and its implementation as a team.

Contenu du cours

This course will combine an interactive lecture with case studies and group work.
Day 1: Introduction to digital marketing and social media
Day 2: Strategic planning for digital marketing and social media
Day 3: Tactical actions for digital marketing and social media
Day 4: Group Presentations and feedback


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Independent work
Research6,00  
Independent study
Group Project18,00  
Estimated personal workload10,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Presentation
  • Project work
  • Interactive class
  • Case study


Évaluation

The course will be assessed through:
- 15 minute team presentation
- 10 pages, double-spaced group report
- Individual student participation in the course

Type de ContrôleDuréeNombrePondération
Others
Group Project0,25140,00
Continuous assessment
Participation0,00120,00
presentation
statement1,00040,00
TOTAL     100,00

Bibliographie

  • The Art of Social Media: Power Tips for Power Users Guy Kawasaki et Peg Fitzpatrick -

  • Marketing 4.0: Moving from Traditional to Digital Philip Kotler, Hermawan Kartajaya, and Iwan Setiawan -




 
* Informations non contractuelles et pouvant être soumises à modification
 
 
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