Actualités et agenda
Nos formations
Établissement
Langue d'enseignement
English
Matières
MARKETING
Ce cours apparaît dans les formation(s) suivante(s)
MSc in Fashion Management
- Crédits ECTS: 2.00
Responsable(s)
K.BOUHAJEB
Intervenant(s)
K.BOUHAJEB
Présentation
Prérequis
Strong fundamentals in offline marketing and fashion luxury retail culture
Objectifs
Have a better overview and a clear understanding of digital marketing triggers that can be leveraged in the fashion industry
- Understand the different digital touch points in the definition of the fashion customer journey
-Identify the new media classification in a digital age environment and the complementarity between offline and online triggers
- Understand the role of each digital marketing trigger
- Implement the basic tactics of SMO, SEO and e-mailing in the fashion industry
- Breakdown complex organizational problems using the appropriate methodology
- Construct expert knowledge from cutting-edge information
- Effectively apply in-depth specialized knowledge to take advantage of contemporary opportunities in their professional field
- Be a reference point for expertise-related questions and ambiguities
- Understand the different digital touch points in the definition of the fashion customer journey
-Identify the new media classification in a digital age environment and the complementarity between offline and online triggers
- Understand the role of each digital marketing trigger
- Implement the basic tactics of SMO, SEO and e-mailing in the fashion industry
- Breakdown complex organizational problems using the appropriate methodology
- Construct expert knowledge from cutting-edge information
- Effectively apply in-depth specialized knowledge to take advantage of contemporary opportunities in their professional field
- Be a reference point for expertise-related questions and ambiguities
Présentation
ntroduction/ The Vision
1. The Luxosphere :
1.1. The digital fashion luxury market
1.2. Digital & Luxury : the paradox - Why coming so late ?
1.3. New Consumer typologies & purchasing behaviours
2. Strategic recommandations
2.1. POEMS Digital Marketing strategies for the Fashion industry & traffic acquisition technics
2.2. Fashion brands and The Social Web
2.3. Search Engine Marketing and E-mail Marketing fundamentals
2.4. Fashion Luxury and Mobile Marketing
2.5. Fashion Pure-players as e-commerce spearheads
3. Prospective
3.1. Numerical senses
3.2. Augmented reality, Virtual Made to Measure and connected sales staff
3.3. Holography, 3D Printing and Connected Luxury High Tech
3.4. Big Data, AI and CRM
3.5. Responsive retail and Omnichannel strategies
Conclusion & KPI's
1. The Luxosphere :
1.1. The digital fashion luxury market
1.2. Digital & Luxury : the paradox - Why coming so late ?
1.3. New Consumer typologies & purchasing behaviours
2. Strategic recommandations
2.1. POEMS Digital Marketing strategies for the Fashion industry & traffic acquisition technics
2.2. Fashion brands and The Social Web
2.3. Search Engine Marketing and E-mail Marketing fundamentals
2.4. Fashion Luxury and Mobile Marketing
2.5. Fashion Pure-players as e-commerce spearheads
3. Prospective
3.1. Numerical senses
3.2. Augmented reality, Virtual Made to Measure and connected sales staff
3.3. Holography, 3D Printing and Connected Luxury High Tech
3.4. Big Data, AI and CRM
3.5. Responsive retail and Omnichannel strategies
Conclusion & KPI's
Modalités
Organisation
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours magistral | 8,00 | ||
| Cours interactif | 8,00 | ||
| Autoformation | |||
| Recherche | 10,00 | ||
| Travail personnel | |||
| Group Project | 18,00 | ||
| Charge de travail personnel indicative | 6,00 | ||
| Overall student workload | 50,00 | ||
Évaluation
Students will have to implement a digital Marketing strategy for a brand (could be a product launch or any topic related to a digital marketing problematic)
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Contrôle continu | |||
| Participation | 16,00 | 1 | 25,00 |
| Autres | |||
| Projet Collectif | 1,00 | 1 | 75,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliographie
The Art of Social Media Guy Kawasaki (Diateino 2015) -
SEO 2016: Learn Search Engine Optimization (2016) -
Email Marketing Fundamentals: Learn how to build and optimize successful email marketing campaigns (2016) -
The Fundamentals of Digital Fashion Marketing (2017) -
SEO 2016: Learn Search Engine Optimization (2016) -
Email Marketing Fundamentals: Learn how to build and optimize successful email marketing campaigns (2016) -
The Fundamentals of Digital Fashion Marketing (2017) -
Ressources Internet