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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)
H.SHEN
Stakeholder(s)
Henry H. SHEN
Présentation
Prerequisite
Traditional Marketing basics
Goal
1. Better able to employ different branding tactics to serve branding needs in the digital age
2. Learn how to develop and implement a digital marketing strategy
3. Understand objectives and procedures of web analytics
4. Better improve leadership, teamwork, problem-solving, and communication skills.
5. Analyze and evaluate the relative importance of the cultural element to work in multicultural teams.
6. Produce professional quality documents and make professional quality oral presentations using adapted tools.
2. Learn how to develop and implement a digital marketing strategy
3. Understand objectives and procedures of web analytics
4. Better improve leadership, teamwork, problem-solving, and communication skills.
5. Analyze and evaluate the relative importance of the cultural element to work in multicultural teams.
6. Produce professional quality documents and make professional quality oral presentations using adapted tools.
Presentation
1. Introduction
2. Marketing in The Digital Age
3. Branding revisited
4. Social Media Platforms
5. Search Engine Marketing
6. Authenticity & User-Generated Content
7. O2O: Online to Offline
8. Class Presentation of Group Project
2. Marketing in The Digital Age
3. Branding revisited
4. Social Media Platforms
5. Search Engine Marketing
6. Authenticity & User-Generated Content
7. O2O: Online to Offline
8. Class Presentation of Group Project
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 16,00 | ||
| Coaching | 4,00 | ||
| Travail personnel | |||
| Group Project | 20,00 | ||
| Individual Project | 10,00 | ||
| Overall student workload | 50,00 | ||
Evaluation
A. Case Study 40%
B. Group Project 40%
C. Class Participation 20 %
B. Group Project 40%
C. Class Participation 20 %
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Contrôle continu | |||
| Participation | 2,60 | 6 | 20,00 |
| Présentation orale | 4,00 | 0 | 40,00 |
| Autres | |||
| Projet Collectif | 5,00 | 0 | 40,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
eMarketing: The essential guide to marketing in a digital world (5th edition) By Rob Stokes and the Minds of Quirk (2013) -
• Free PDF on the publisher’s website -
Harvard Business Review case studies -
• Free PDF on the publisher’s website -
https://www.redandyellow.co.za/wp-content/uploads/emarketing_textbook_download.pdf
Kindle Edition on Amazon $26 -Harvard Business Review case studies -