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Establishment
Language of instruction
English
Teaching content
MARKETING
This course occurs in the following program(s)
IESEG Degree - Programme Grande École
- Crédits ECTS: 2.00
Training officer(s)
G.DE KERVILER
Stakeholder(s)
Carolina BORGES
Présentation
Prerequisite
Although no prior knowledge is required, the following skills are relevant in the successful completion of the course:
- Interest in digital marketing
- Awareness of some existing social media platforms
- Critical thinking
- Interest in digital marketing
- Awareness of some existing social media platforms
- Critical thinking
Goal
1. Understand and apply the Social Marketing concepts, models and jargon
2. Comprehend the main tasks, players and best practices in managing a Brand Community
3. Have an overall view of the main tools and platforms available
4. Explain real-life business cases
5. Set up a plan to build the presence of a brand on social media and animate its communities
6. Formulate brand community management advice to businesses
2. Comprehend the main tasks, players and best practices in managing a Brand Community
3. Have an overall view of the main tools and platforms available
4. Explain real-life business cases
5. Set up a plan to build the presence of a brand on social media and animate its communities
6. Formulate brand community management advice to businesses
Presentation
1. Brand communities’ essential notions, players and tools
2. Impact of the Digital revolution on brand community marketing and behaviours
3. Success stories of brands developing communities online
4. Community management tasks and best practices
5. Methodology to audit and optimise an existing brand community
6. Branded content and influencer strategies
2. Impact of the Digital revolution on brand community marketing and behaviours
3. Success stories of brands developing communities online
4. Community management tasks and best practices
5. Methodology to audit and optimise an existing brand community
6. Branded content and influencer strategies
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours magistral | 16,00 | ||
| Travail personnel | |||
| Group Project | 12,00 | ||
| Charge de travail personnel indicative | 16,00 | ||
| Autoformation | |||
| Recherche | 6,00 | ||
| Overall student workload | 50,00 | ||
Evaluation
The assessment is based on four criteria, implying both group and individual work:
- Active participation in class
- Group work
- Oral presentation
- Final exam
- Active participation in class
- Group work
- Oral presentation
- Final exam
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Autres | |||
| Projet Collectif | 0,00 | 0 | 30,00 |
| Soutenance orale | 0,50 | 1 | 30,00 |
| Examen (final) | |||
| QCM | 0,00 | 0 | 20,00 |
| Contrôle continu | |||
| Participation | 16,00 | 0 | 20,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
Design to Thrive: Creating Social Networks and Online Communities that Last - Tharon Howard -
The Art of Community: Building the New Age of Participation - Jono Bacon -
Building Successful Online Communities: Evidence-Based Social Design (MIT Press) - Robert E. Kraut,? Paul Resnick -
The Art of Community: Building the New Age of Participation - Jono Bacon -
Building Successful Online Communities: Evidence-Based Social Design (MIT Press) - Robert E. Kraut,? Paul Resnick -
Internet resources
http://thecommunitymanager.com
https://www.socialmediatoday.com/
https://www.socialmediatoday.com/
https://www.socialmediatoday.com/
https://wearesocial.com
https://wearesocial.com