News
Our Degree Programs
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)
JP.THEVENY
Stakeholder(s)
JP.THEVENY
Présentation
Prerequisite
Be passionate and willing to learn. No specific skills required. The teaching approach is based on theory and the presentation of concrete cases. It is therefore an interaction and permanent exchange between the professor and the attendees which are sought for. The teacher uses slides as a teaching aid. Videos are also offered by the speaker and help to illustrate the course.
Goal
At the end of the course, the student should be able to:
1.Identify the major issues and strategies related to the growth of mobile marketing
2. Understand the economy in this sector (costs, revenue, value sharing), KSF of mobile media integration based on examples of existing best practices.
4. Acquire key knowledge regarding the rapid evolution of the telecommunications industry and brand mobile marketing strategies. Students will be aware of national and international mobile contexts (1.A Demonstrate an international mindset & 5.B Construct expert knowledge from cutting-edge information).
5. Be able to identify business opportunities.
6. Understand Mobile Marketing (Stakes, Stakeholder Strategies),
7. Define the bricks needed to implement a mobile marketing campaign (2.C Generate sustainable solutions for organizations & 3.B Propose creative solutions within an organization).
1.Identify the major issues and strategies related to the growth of mobile marketing
2. Understand the economy in this sector (costs, revenue, value sharing), KSF of mobile media integration based on examples of existing best practices.
4. Acquire key knowledge regarding the rapid evolution of the telecommunications industry and brand mobile marketing strategies. Students will be aware of national and international mobile contexts (1.A Demonstrate an international mindset & 5.B Construct expert knowledge from cutting-edge information).
5. Be able to identify business opportunities.
6. Understand Mobile Marketing (Stakes, Stakeholder Strategies),
7. Define the bricks needed to implement a mobile marketing campaign (2.C Generate sustainable solutions for organizations & 3.B Propose creative solutions within an organization).
Presentation
Introduction to mobile marketing.
Mobile: a massive market disruption worldwide
Mobile market data worlwide + focuses on smartphone, mobile Internet, use of mobile video, Apps, QR codes, messaging services, M-commerce
Definitions: What is a mobile?
Physical objects supplanted by smartphones
The main strenghs of the mobile
The mobile as a medium to serve the different objectives of the brand: brand development, revenue generation, customer acquisition, loyalty…
Focus on Influence Marketing on mobile social media
Uses of mobile marketing by the brands: SMS / MMS (+ focus on opt-in/push notifications), mobile site (+ focus on mobile advertising formats), QR codes, mobile Apps…
Apps: Mobile marketing strategy models
IoT
Mobile: a massive market disruption worldwide
Mobile market data worlwide + focuses on smartphone, mobile Internet, use of mobile video, Apps, QR codes, messaging services, M-commerce
Definitions: What is a mobile?
Physical objects supplanted by smartphones
The main strenghs of the mobile
The mobile as a medium to serve the different objectives of the brand: brand development, revenue generation, customer acquisition, loyalty…
Focus on Influence Marketing on mobile social media
Uses of mobile marketing by the brands: SMS / MMS (+ focus on opt-in/push notifications), mobile site (+ focus on mobile advertising formats), QR codes, mobile Apps…
Apps: Mobile marketing strategy models
IoT
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 16,00 | ||
| Autoformation | |||
| Recherche | 8,00 | ||
| Travail personnel | |||
| Group Project | 8,00 | ||
| Overall student workload | 32,00 | ||
Evaluation
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Contrôle continu | |||
| Participation | 0,00 | 1 | 30,00 |
| Examen (final) | |||
| Examen écrit | 0,00 | 1 | 70,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
The new digital age – E. Schmidt & J. Cohen – Knopf 2013 -
Digital Marketing 2019 – EBG éditions La dynamique d’internet-Prospective 2030 -
ITU– Measuring the Information Society -
Mobile Marketing – the marketing for the next generation - Corina Peleau and Patricia Zegreanu Management and Marketing, 2010, vol. 5, issue 2 Mobile Marketing: The Influence of Trust and Privacy Concerns on Consumers Purchase Intention - Matthew Attahiru -
Digital Marketing 2019 – EBG éditions La dynamique d’internet-Prospective 2030 -
ITU– Measuring the Information Society -
Mobile Marketing – the marketing for the next generation - Corina Peleau and Patricia Zegreanu Management and Marketing, 2010, vol. 5, issue 2 Mobile Marketing: The Influence of Trust and Privacy Concerns on Consumers Purchase Intention - Matthew Attahiru -