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Our Degree Programs
Establishment
Language of instruction
English
Teaching content
MARKETING
Training officer(s)
Y.MOYSAN
Stakeholder(s)
Y.MOYSAN
Présentation
Prerequisite
1. Digital Marketing basics
2. E commerce bas
2. E commerce bas
Goal
At the end of this course, the student should be able to :
1. - Better identify the challenges encountered by companies in a multi-channel distribution model
2. - Better embrace the opportunities offered by new technologies (Internet, Mobile, Social Media, Tablet etc.) in a new "omni channel distribution" environment.
3. - Manage the different techniques to improve customer experience (segmentation, mobile application design, cross channel experience etc.)
4. - Increase leads and sales per channel (SEO, SEM, display etc.) and cross channel (Ropo effect, role of each channel in the customer acquisition process service etc.).
5. – Measure the effectiveness of a multi-channel strategy
The course will be illustrated with the best in class examples from different industries.
1. - Better identify the challenges encountered by companies in a multi-channel distribution model
2. - Better embrace the opportunities offered by new technologies (Internet, Mobile, Social Media, Tablet etc.) in a new "omni channel distribution" environment.
3. - Manage the different techniques to improve customer experience (segmentation, mobile application design, cross channel experience etc.)
4. - Increase leads and sales per channel (SEO, SEM, display etc.) and cross channel (Ropo effect, role of each channel in the customer acquisition process service etc.).
5. – Measure the effectiveness of a multi-channel strategy
The course will be illustrated with the best in class examples from different industries.
Presentation
- Introduction.Major digital trends and challenges 2010-2016 (Google Penguin, Responsive design, geolocalisation, big data etc.)
- Display, RTB, SEO, SEA (definitions, interactions with the sales funnel)
- Social media (What are the main social media, Which customers use Social Media, What are their expectations?)
- Display, RTB, SEO, SEA (definitions, interactions with the sales funnel)
- Social media (What are the main social media, Which customers use Social Media, What are their expectations?)
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours magistral | 15,00 | ||
| Autoformation | |||
| Lecture du manuel de référence | 10,00 | ||
| Travail personnel | |||
| Group Project | 20,00 | ||
| Charge de travail personnel indicative | 10,00 | ||
| Overall student workload | 55,00 | ||
Evaluation
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Contrôle continu | |||
| Présentation orale | 1,00 | 1 | 20,00 |
| Participation | 16,00 | 1 | 20,00 |
| Autres | |||
| Projet Collectif | 1,00 | 1 | 60,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
Gabriela Taylor (2012): Advertising In a Digital Age: AdWords, Social Media Advertising, Affiliate Marketing Advertising, Display Advertising. -
Matthew S. Eastin, Terry Daugherty and Neal M. Burns (2010): Handbook of Research on Digital Media and Advertising: User Generated Content Consumption -
Gabriela Taylor (2012): Advertising In a Digital Age: AdWords, Social Media Advertising, Affiliate Marketing Advertising, Display Advertising. -
Matthew S. Eastin, Terry Daugherty and Neal M. Burns (2010): Handbook of Research on Digital Media and Advertising: User Generated Content Consumption -
Gabriela Taylor (2012): Advertising In a Digital Age: AdWords, Social Media Advertising, Affiliate Marketing Advertising, Display Advertising. -