Actualités et agenda
Nos formations
Établissement
Langue d'enseignement
English
Matières
MARKETING
Ce cours apparaît dans les formation(s) suivante(s)
Diplôme IÉSEG (Bac +5) Programme Grande École
- Crédits ECTS: 2.00
Responsable(s)
S.PAUL
Intervenant(s)
Delphine GRAND
Présentation
Prérequis
Basic knowledge of marketing strategy.
Having an inquiring mind on digital
Having an inquiring mind on digital
Objectifs
- explain the digital revolution and the impacts on marketing strategy
- master the fondamentals elements of a digital strategy
- realise a diagnosis of a web site
- establish the principles of a digital campaign
- define e-reputation
- master the fondamentals elements of a digital strategy
- realise a diagnosis of a web site
- establish the principles of a digital campaign
- define e-reputation
Présentation
Session 1: Digital Marketing fundamentals
- Digital revolution within the last 10 years and prospective
- Digital marketing environment
Session 2 : Digital strategy development
Define a digital marketing strategy
Digital platforms: communication, commercial, relationship
Session 3: Digital marketing levers
- Website design and experience
- Referencing strategy
- Case: analysis of website
* Internal diagnosis (website navigation, user experience)
* External diagnosis (analytics of trafic with tools)
Session 4: Digital strategy communication :
Digital media channels: SEO, partnerships, displays,e-mailings
SoLoMo: Social, Local, Mobile
E-reputation and brand responsibility
- Digital revolution within the last 10 years and prospective
- Digital marketing environment
Session 2 : Digital strategy development
Define a digital marketing strategy
Digital platforms: communication, commercial, relationship
Session 3: Digital marketing levers
- Website design and experience
- Referencing strategy
- Case: analysis of website
* Internal diagnosis (website navigation, user experience)
* External diagnosis (analytics of trafic with tools)
Session 4: Digital strategy communication :
Digital media channels: SEO, partnerships, displays,e-mailings
SoLoMo: Social, Local, Mobile
E-reputation and brand responsibility
Modalités
Organisation
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours magistral | 8,00 | ||
| Cours interactif | 8,00 | ||
| Autoformation | |||
| Lecture du manuel de référence | 4,00 | ||
| Recherche | 6,00 | ||
| Travail personnel | |||
| Group Project | 8,00 | ||
| Charge de travail personnel indicative | 16,00 | ||
| Overall student workload | 50,00 | ||
Évaluation
individual note: written final exam
Group work: analyse case studies and make some recommendations
Group work: analyse case studies and make some recommendations
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Examen (final) | |||
| Examen écrit | 1,00 | 1 | 50,00 |
| Autres | |||
| Etude de cas | 4,00 | 1 | 50,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliographie
Marketing Digital de Dave Chaffey et Fiona Ellis-Chadwick -
Le marketing digital : développer sa stratégie à l'ère du numérique de François Scheid, Grégoire de Montaigu et Renaud Vaillant -
E-reputation: Stratégies d'influence sur Internet d'Edouard Fillias et Alexandre Villeneuve -
Le marketing digital : développer sa stratégie à l'ère du numérique de François Scheid, Grégoire de Montaigu et Renaud Vaillant -
E-reputation: Stratégies d'influence sur Internet d'Edouard Fillias et Alexandre Villeneuve -
Ressources Internet