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Establishment
Language of instruction
English
Teaching content
MARKETING
Training officer(s)
V.PAUWELS DELASSUS
Stakeholder(s)
V.PAUWELS DELASSUS, T.SEULLIET
Présentation
Prerequisite
Students should have already heard of Google Adwords and know some basic web metrics terms
Goal
At the end of the course, the student should be able to:
At the end of the course, the student should be able to:
? Master the Key Performance Indicators used in Marketing : select them, set objectives, prioritize and differentiate short term/ long term measurements.
? Take into account the specificity of Digital and CRM campaign indicators in order to improve the marketing performance
? Define a web acquisition strategy
? Set up and optimize a SEA campaign
? Know how to analyze the Return On Investment of the campaign and decide on corrective actions.
At the end of the course, the student should be able to:
? Master the Key Performance Indicators used in Marketing : select them, set objectives, prioritize and differentiate short term/ long term measurements.
? Take into account the specificity of Digital and CRM campaign indicators in order to improve the marketing performance
? Define a web acquisition strategy
? Set up and optimize a SEA campaign
? Know how to analyze the Return On Investment of the campaign and decide on corrective actions.
Presentation
Key marketing metrics to evaluation marketing performance online & offline
? Simulation game SIMBOUND which allows students to evaluate the performance of online marketing campaigns and understand the impact of decisions after each decision making round.
? Simulation game SIMBOUND which allows students to evaluate the performance of online marketing campaigns and understand the impact of decisions after each decision making round.
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 8,00 | ||
| Travaux dirigés | 4,00 | ||
| Coaching | 4,00 | ||
| Autoformation | |||
| E-Learning | 4,00 | ||
| Travail personnel | |||
| Group Project | 20,00 | ||
| Charge de travail personnel indicative | 10,00 | ||
| Overall student workload | 50,00 | ||
Evaluation
Students will be assessed according to their team performance within the game, but also according to a mid-term written assignment by team.
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Autres | |||
| Projet Collectif | 0,00 | 0 | 60,00 |
| Rapport écrit | 0,00 | 0 | 30,00 |
| Contrôle continu | |||
| Participation | 0,00 | 0 | 10,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
Documents at students' disposal in Simbound platform Marketing Metrics: The Definitive Guide to Measuring Marketing Performance de Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, David J. The Handbook of Brand Management Scales. Zarantonello, L. -