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NEW TRENDS & NEW TECHNOLOGIES

2017-2018

IESEG School of Management ( IÉSEG )

Code Cours :

1718-IÉSEG-MDM1S2-MKT-MDMCE13UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
MSc in Digital Marketing & CRM1S2English
Professeur(s) responsable(s)V.PAUWELS
Intervenant(s)JP.THEVENY


Pré requis

No specific prerequisite is required to attend this course.

Objectifs du cours

At the end of the course, the student should be able to :
- Understand the challenges of the digital economy for companies and individuals: impacts of ICT on our societies, dominant role of the information, transformation of the economy in all its key processes: innovation, production, communication, distribution, consumption ...
- Understand the new strategic challenges resulting from the explosive growth of digital communication (communication web-marketing/e-advertising/online communication), media / social networks, the use of mobile marketing for the brands and e-commerce,
- Use of a methodological tool allowing the understanding of the value chain notion and its application to the ICT sector,
- Understand the politics / strategies of the market players (industrials, consumers, regulators…), the balance of power within the sector and the industrial sectors concerned,
- Understand the growing importance of digital technologies in brands’ communication strategies (web-marketing/online communication / 360 °communication).

Contenu du cours

- Introduction to ICT + ICT figures
- Context: a profound evolution of our sociey and economies + Central role of the information + Consequences of that revolution
Value chain analysis + Interrelations of the market players: the “percolation paths”.
- 9 major impacts and challenges: Technological, Information and knowledge, Economy, Digitalization, Regulation, Human & Social, Organizational, Health, Cyber security / Data security


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Independent work
Research10,00  
Reference manual 's readings6,00  
Independent study
Group Project8,00  
Estimated personal workload10,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

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


Évaluation

Participation + MCQ + project carried out by group of students

Type de ContrôleDuréeNombrePondération
Final Exam
Written exam1,00150,00
Continuous assessment
Oral presentation0,50150,00
TOTAL     100,00

Bibliographie

  • The new digital age – E. Schmidt & J. Cohen – Knopf 2013 -

  • La dynamique d’internet-Prospective 2030 -

    La dynamique d’internet-Prospective 2030

  • ITU– Measuring the Information Society -


Ressources internet



 
* Informations non contractuelles et pouvant être soumises à modification
 
 
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