MOBILE MARKETING
Année du cours : 1 année(s)
Etablissement : IÉSEG School of Management
Langue : English
Formation(s) dans laquelle/lesquelles le cours apparait :
Période : S2
Advanced notions of marketing principles, practices and theories (Porter, BCG…), basic notion of marketing metrics (data driven decision making applied to marketing – e.g. CRM, data mining analytics, statistics), basic knowledge of consumer behavior (i.e. social and psychological influences on purchasing decisions emphasizing implications for marketers’ jobs)
At the end of the course, the student should be able to :
Realize short digital marketing projects applied specifically to mobile marketing cases (operational & strategic marketing), have a clear understanding of the impact of mobile IT on the global digital ecosystem and it’s future evolutions, identify the key success factors of a mobile marketing action or campaign, analyze mobile marketing data, define m-marketing needs in terms of mobile strategy and m-commerce, evaluate market needs within a fragmented landscape of offerings…
This course will provide a framework for understanding mobile IT via an introduction to digital technologies impacting today’s marketplace, and with a focus on mobile marketing. It will further provides a stucture basis to help students understand what tomorrow’marketers of the 21st century need to be effective. Topics covers will include:
session 1: introduction to Internet and mobile convergence: a mobile revolution due to a mass usage of the devices? What else?
session 1: mobile marketing practices (mix, ecosystem, business modeling & trends…) & mobile marketing strategies (illustrated with business case studies),
session 2: m-commerce: not all businesses are equal… neither are most world places (will also include a notion of pyscho-geographic cultural filtering to m-commerce and related mobile marketing actions)+ case studies,
session 3: the place of mobile marketing in tomorrow’s digital trends 3.0 (from B2C to M2C…, m-social marketing, & the place of influencers, notion of “instant data” marketing, what will be the 21st century m-marketer…)+ case studies.
session 4: final case studies presentations & constructive feedback
