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Establishment
Language of instruction
English
Teaching content
MARKETING
This course occurs in the following program(s)
MSc in Digital Marketing & CRM
- Crédits ECTS: 2.00
Training officer(s)
V.PAUWELS DELASSUS
Stakeholder(s)
T.SEULLIET, Gregory Russo
Présentation
Prerequisite
* Have appetite for digital advertising
* Be curious and eager to learn new concepts
* Willing to embrace change and think disruptively
* Be curious and eager to learn new concepts
* Willing to embrace change and think disruptively
Goal
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.
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.
Presentation
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.
* 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
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours magistral | 8,00 | ||
| Cours interactif | 8,00 | ||
| Travaux dirigés | 2,00 | ||
| Autoformation | |||
| Lecture du manuel de référence | 8,00 | ||
| Recherche | 8,00 | ||
| Travail personnel | |||
| Group Project | 8,00 | ||
| Charge de travail personnel indicative | 8,00 | ||
| Overall student workload | 50,00 | ||
Evaluation
MCQ, Oral presentation by groups and in-class participation
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Examen (final) | |||
| QCM | 2,00 | 2 | 40,00 |
| Autres | |||
| Projet Collectif | 5,00 | 0 | 60,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
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 -
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 -
Internet resources