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BRAND COMMUNITY MANAGEMENT

2016-2017

IESEG School of Management ( IÉSEG )

Code Cours :

1617-IÉSEG-BA3S2-MKT-B3-EE32UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
Bachelor3S2English
Professeur(s) responsable(s)G.DE KERVILER
Intervenant(s)P.BREDAR


Pré requis

Marketing & communication bascis. Interest for web-o-sphere development

Objectifs du cours

At the end of the course, the student should be able to:
* define what communities consist in
* identify where communities operate and identify opportunities for brands and firms
* understand community motivations and social media landscape
* set up a plan to build presence on social media and animate communities
* use basics mesurement methods to assess ROI

Contenu du cours

Communities : definitions
Brands , Consumers and Communities
Offline communities vs Online communities
Impact of web on community management - basics of SMO (Social Media Optimization)
Social Media typology (main platforms : Facebook, Twitter, Pinterest, Linkedin...)
How to build presence on social media - about social media strategy
How to create and animate communities (positioning, contents, timings, management)
Measure performance with communities
Pespectives


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
lecture16,00  
Independent study
Group Project12,00  
Individual Project10,00  
Charge de travail globale de l'étudiant38,00  

Méthodes pédagogiques

  • Presentation
  • Interactive class
  • Case study


Évaluation

Active participation in class and high-quality written work are expected. Assessmet is based on 2 different works : 1) a group case that will be presented in class in 20 min maximum (pertinent topic to be choosen by group) 2) an individual work on a real case concerning a start up (written recommendation)

Type de ContrôleDuréeNombrePondération
Others
Group Project12,00160,00
Individual Project10,00140,00
TOTAL     100,00

Bibliographie

  • Community management , Didier Mazier - Eni Editions -

  • Design to Thrive: Creating Social Networks and Online Communities that Last - Tharon Howard -


Ressources internet



 
* Informations non contractuelles et pouvant être soumises à modification
 
 
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