Actualités et agenda
Nos formations
Établissement
Langue d'enseignement
English
Matières
MARKETING
Responsable(s)
V.PAUWELS DELASSUS
Intervenant(s)
JP.THEVENY
Présentation
Prérequis
No specific prerequisite is required to attend this course.
Objectifs
At the end of the course, the student should be able to :
- Understand the challenges of the digital economy for companies and individuals: impacts of ICT on our societies, dominant role of the information, transformation of the economy in all its key processes: innovation, production, communication, distribution, consumption ...
- Understand the new strategic challenges resulting from the explosive growth of digital communication (communication web-marketing/e-advertising/online communication), media / social networks, the use of mobile marketing for the brands and e-commerce,
- Use of a methodological tool allowing the understanding of the value chain notion and its application to the ICT sector,
- Understand the politics / strategies of the market players (industrials, consumers, regulators…), the balance of power within the sector and the industrial sectors concerned,
- Understand the growing importance of digital technologies in brands’ communication strategies (web-marketing/online communication / 360 °communication).
- Understand the challenges of the digital economy for companies and individuals: impacts of ICT on our societies, dominant role of the information, transformation of the economy in all its key processes: innovation, production, communication, distribution, consumption ...
- Understand the new strategic challenges resulting from the explosive growth of digital communication (communication web-marketing/e-advertising/online communication), media / social networks, the use of mobile marketing for the brands and e-commerce,
- Use of a methodological tool allowing the understanding of the value chain notion and its application to the ICT sector,
- Understand the politics / strategies of the market players (industrials, consumers, regulators…), the balance of power within the sector and the industrial sectors concerned,
- Understand the growing importance of digital technologies in brands’ communication strategies (web-marketing/online communication / 360 °communication).
Présentation
- Introduction to ICT + ICT figures
- Context: a profound evolution of our sociey and economies + Central role of the information + Consequences of that revolution
- Value chain analysis + Interrelations of the market players: the “percolation paths”.
- 8 major impacts and challenges:
1. Technology (Cloud computing, IoT, Big Data…). Technology re-imagines : Communication, Transport & Mobility, Business processes, Music consumption, Personalization, Just in time, Commerce, Content, Reviews, Travels, Voice, News…
2. Information and knowledge (ICT: new testing ground for innovative teaching formats for the transmission of knowledge),
3. Economy (Internet contributions to sectors using it),
4. Digitalization (Development of new consumption patterns & new business models),
5. Regulation (People & Regulation / Policies should evolve to adapt to a more connected society - GDPR),
6. Human & Social (Permanent connection reconfigures spaces and times: private and family life, professional life, private life and digital identity, social life + health impacts and Digital Detox),
7. Organizational (Changes in company organization, effects of globalization).
8. Cyber security / Data security
- Context: a profound evolution of our sociey and economies + Central role of the information + Consequences of that revolution
- Value chain analysis + Interrelations of the market players: the “percolation paths”.
- 8 major impacts and challenges:
1. Technology (Cloud computing, IoT, Big Data…). Technology re-imagines : Communication, Transport & Mobility, Business processes, Music consumption, Personalization, Just in time, Commerce, Content, Reviews, Travels, Voice, News…
2. Information and knowledge (ICT: new testing ground for innovative teaching formats for the transmission of knowledge),
3. Economy (Internet contributions to sectors using it),
4. Digitalization (Development of new consumption patterns & new business models),
5. Regulation (People & Regulation / Policies should evolve to adapt to a more connected society - GDPR),
6. Human & Social (Permanent connection reconfigures spaces and times: private and family life, professional life, private life and digital identity, social life + health impacts and Digital Detox),
7. Organizational (Changes in company organization, effects of globalization).
8. Cyber security / Data security
Modalités
Organisation
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 16,00 | ||
| Autoformation | |||
| Recherche | 10,00 | ||
| Lecture du manuel de référence | 10,00 | ||
| Travail personnel | |||
| Charge de travail personnel indicative | 14,00 | ||
| Overall student workload | 50,00 | ||
Évaluation
Ressources
Bibliographie
The new digital age – E. Schmidt & J. Cohen – Knopf 2013 -
La dynamique d’internet-Prospective 2030 -
Levine,R., Locke, C., Searls D., Weinberger D. (2000). The Cluetrain Manifesto: The End of Business as Usual. Basic Books; Reprint edition (January 2001) ISBN-13: 978-0738204314 -
Blanquier, B et Theodore, L. Digital marketing 2018. EBG -
Theodore, L. (2017). Internet marketing 2017. EBG -
Theodore, L. (2016). Internet marketing 2016. EBG -
La dynamique d’internet-Prospective 2030 -
La dynamique d’internet-Prospective 2030
ITU– Measuring the Information Society -Levine,R., Locke, C., Searls D., Weinberger D. (2000). The Cluetrain Manifesto: The End of Business as Usual. Basic Books; Reprint edition (January 2001) ISBN-13: 978-0738204314 -
Blanquier, B et Theodore, L. Digital marketing 2018. EBG -
Theodore, L. (2017). Internet marketing 2017. EBG -
Theodore, L. (2016). Internet marketing 2016. EBG -