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E: ONLINE VIDEO, ONLINE DISPLAY & AFFILIATE MARKETING

2017-2018

IESEG School of Management ( IÉSEG )

Code Cours :

1718-IÉSEG-MDM1S2-MKT-MDMCE10UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
MSc in Digital Marketing & CRM1S2English
Professeur(s) responsable(s)V.PAUWELS
Intervenant(s)T.SEULLIET, Gregory Russo


Pré requis

* Have appetite for digital advertising
* Be curious and eager to learn new concepts
* Willing to embrace change and think disruptively

Objectifs du cours

At the end of the course, the student should be able to:
1. Understand what Affiliate Marketing is about and define whether this is appropriate to promote their activity, build an effective program, advertise, manage and grow it.

2. Understand how Programmatic Advertising fits into the online display ecosystem and how this is reshapping digitial advertising as a whole. Understand why Marketers need to embrace this revolution to better craft powerful digital marketing strategies moving forward.

3. Understand the Online Video Landscape and recent evolutions in digital video consumption. Understand key Video market trends and draft a vision for the future.

Contenu du cours

Affiliate Marketing :
* What is Affiliate Marketing ?
* How to build and effectively manage an affiliate program.

Programmatic Advertising :
* An intro to Programmatic Advertising,
* A marketer's guide to Programmatic Advertising
* Programmatic Direct

Online Video :
* An intro to Online video landscape
* Recent evolutions of digital Video
* Overview of today's video market
* A vision for the future.


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
lecture8,00  
Interactive class6,00  
Tutorials2,00  
Independent work
Reference manual 's readings8,00  
Research8,00  
Independent study
Group Project8,00  
Estimated personal workload8,00  
Charge de travail globale de l'étudiant48,00  

Méthodes pédagogiques

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


Évaluation

MCQ, Oral presentation by groups and in-class participation

Type de ContrôleDuréeNombrePondération
Final Exam
MQC2,00240,00
Others
Group Project5,00060,00
TOTAL     100,00

Bibliographie

  • L'affiliation : Booster ses ventes sur Internet de Thibault Vincen -

  • Affiliation - Bâtir, administrer et réussir un programme efficace de Antoine Denoix -

  • AdExchanger Research - State of Programmatic Media 2015 -

  • AdTech_2015_Stats (by AppNexus) - PDF Format -

  • Programmatic Report (by Marin Sotfware) -

  • E-Marketer - 11 Trends for 2016 -

  • E-Marketer - US Digital Display Advertising Trends - Eight_Developments_to_Watch_for_in_2016 -


Ressources internet



 
* Informations non contractuelles et pouvant être soumises à modification
 
 
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