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DIGITAL AND MOBILE MARKETING

2016-2017

IESEG School of Management ( IÉSEG )

Code Cours :

1617-IÉSEG-BA3S2-MKT-B3-EE36UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
Bachelor3S2English
Professeur(s) responsable(s)H.CLARY
Intervenant(s)H.CLARY


Pré requis

Enthusiasm for marketing and how best to promote products and services online. As the approach is very practical, there is no particular skills required aside from willingness to learn more in the field.

Objectifs du cours

This course will introduce digital marketing in general and mobile marketing best practices in particular. At the end of the course, students should be able to:
- Identify the many available digital marekting strategies and when best to apply them.
- Understand the impacts of mobile marketing growth and possible future developments.
- Practice the implementation of a mobile campaign as part of their project group assignements.

Contenu du cours

Introduction to digital & mobile marketing in 6 sessions:
Available strategies in digital marketing
Reasons for selecting a mobile marketing approach - key benefits
Uses of mobile marketing by the brands: mobile responsive design, mobile apps, SMS, QR Codes
Steps to mobile marketing execution
Best practices in implementing mobile marketing
Final session will focus on group project presentations


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Independent work
Research6,00  
Independent study
Group Project12,00  
Charge de travail globale de l'étudiant34,00  

Méthodes pédagogiques

  • Presentation
  • Project work
  • Interactive class
  • Case study


Évaluation

The course assessment will be composed of a mid-term exam and the outcomes quality of the group projects.

Type de ContrôleDuréeNombrePondération
Final Exam
Written exam0,00130,00
Others
Group Project0,00170,00
TOTAL     100,00


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