Actualités et agenda
Nos formations
Établissement
Matières
MARKETING
Responsable(s)
JP.THEVENY, C.BORGES
Intervenant(s)
W.BATAT
Présentation
Prérequis
Although no prior knowledge is required, the following skills are relevant in the successful completion of the course:
- Basic knowledge of marketing concepts
- Interest in digital marketing
- Critical thinking
- Basic knowledge of marketing concepts
- Interest in digital marketing
- Critical thinking
Objectifs
1. Understand digital marketing notions, players and business models
2. Have a broad comprehension of their impact on traditional marketing strategies
3. Know how to define a digital marketing strategy and roadmap
4. Understand the key differences between Paid, Owned, Earned digital media
5. Be familiar with the main tools to manage digital media platforms
6. Be familiar with the economics inherent to digital media
7. Understand how to define Key Performance Indicators and measure digital marketing efforts
2. Have a broad comprehension of their impact on traditional marketing strategies
3. Know how to define a digital marketing strategy and roadmap
4. Understand the key differences between Paid, Owned, Earned digital media
5. Be familiar with the main tools to manage digital media platforms
6. Be familiar with the economics inherent to digital media
7. Understand how to define Key Performance Indicators and measure digital marketing efforts
Présentation
Digital Marketing skills have become a must-have in the set of capabilities required to manage brands, communication strategies and business projects.
This course will allow you to develop a global understanding of how businesses can leverage digital marketing. You will acquire theoretical notions that will allow you to better comprehend the digital media landscape, you will analyse the most relevant success stories of digital media strategies, you will learn the best-practices in driving a digital multi-device ecosystem and you will use digital marketing tools on hands-on exercises.
The course is organised in four main sections :
1. Introduction to digital marketing
2. Paid media (digital advertising)
3. Earned media (social marketing)
4. Owned media (multidevice sites and applications).
This course will allow you to develop a global understanding of how businesses can leverage digital marketing. You will acquire theoretical notions that will allow you to better comprehend the digital media landscape, you will analyse the most relevant success stories of digital media strategies, you will learn the best-practices in driving a digital multi-device ecosystem and you will use digital marketing tools on hands-on exercises.
The course is organised in four main sections :
1. Introduction to digital marketing
2. Paid media (digital advertising)
3. Earned media (social marketing)
4. Owned media (multidevice sites and applications).
Modalités
Organisation
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 8,00 | ||
| Cours magistral | 9,00 | ||
| Autoformation | |||
| Recherche | 9,00 | ||
| Travail personnel | |||
| Charge de travail personnel indicative | 6,00 | ||
| Group Project | 18,00 | ||
| Overall student workload | 50,00 | ||
Évaluation
Participation, project work, and presentation. Note: you are expected to both attend and participate daily in order to earn the participation points. Absences require medical documentation to be presented and submitted to the instructor during the week of the course in order to avoid any grade penalties
Ressources
Bibliographie
Philip Kotler, Hermawan Kartajaya, Iwan Setiawan, Marketing 4.0: Moving from Traditional to Digital, 2016, ISBN-10: 1119341205, ISBN-13: 978-1119341208 (optional) -
Dave Chaffey & Fiona Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 2015, ISBN-10: 1292077611, ISBN-13: 978-1292077611 (optional) -
Roberts and Zahay, Internet Marketing: Integrating Online and Offline Strategies, ISBN-10: 1133625908, ISBN-13: 978-1133625902 -
Dave Chaffey & Fiona Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 2015, ISBN-10: 1292077611, ISBN-13: 978-1292077611 (optional) -
Roberts and Zahay, Internet Marketing: Integrating Online and Offline Strategies, ISBN-10: 1133625908, ISBN-13: 978-1133625902 -