DIGITAL STRATEGY
Année du cours : 6 année(s)
Etablissement : IÉSEG School of Management
Langue : English
Formation(s) dans laquelle/lesquelles le cours apparait :
Période : S1
Basic knowledge of marketing strategy.
Having an inquiring mind on digital
– 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
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
