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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: 1.00
Training officer(s)
M.FINK
Stakeholder(s)
M.FINK
Présentation
Prerequisite
Basic knowledge of marketing management.
Goal
At the end of the course, the student should be able to:
1. Understand and apply digital concepts, digital business models and digital jargon
2. Comprehend the main tasks to execute when working on digital marketing
3. Explain real-life digital cases
1. Understand and apply digital concepts, digital business models and digital jargon
2. Comprehend the main tasks to execute when working on digital marketing
3. Explain real-life digital cases
Presentation
1. Key business models
2. Prominent digital marketing tools (e.g., search engine advertising, search engine optimization, email marketing, mobile marketing)
3. Social media marketing
4. Paid, owned, earned media optimization model
5. User-generated content
6. Web-to-store, internet of things
2. Prominent digital marketing tools (e.g., search engine advertising, search engine optimization, email marketing, mobile marketing)
3. Social media marketing
4. Paid, owned, earned media optimization model
5. User-generated content
6. Web-to-store, internet of things
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 16,00 | ||
| Autoformation | |||
| E-Learning | 4,00 | ||
| Recherche | 6,00 | ||
| Travail personnel | |||
| Group Project | 8,00 | ||
| Individual Project | 8,00 | ||
| Charge de travail personnel indicative | 8,00 | ||
| Overall student workload | 50,00 | ||
Evaluation
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Contrôle continu | |||
| Présentation orale | 0,00 | 0 | 15,00 |
| Autres | |||
| Projet Collectif | 0,00 | 0 | 85,00 |
| TOTAL | 100,00 | ||
Ressources
Internet resources