Code
MPYF MKT 6430
Level
M2
Field
Marketing, commercial
Language
Français/French
ECTS Credits
2
Class hours
28
Total student load
40
Program Manager(s)
Department
- Management, Marketing et Stratégie
Educational team
Introduction to the module
Ce cours présente l’écosystème du marketing digital et les principaux enjeux qu'il représente pour les marques. Il introduit l’évolution de l’environnement media « digital » et son impact sur le comportement des consommateurs, la description et l'analyse des différents leviers (search, display, social media, etc. ), leur impact et leur rôle dans l'établissement d'une stratégie marketing globale pour répondre aux objectifs des marques de la notoriété aux transactions.
Le cours aborde les stratégies de marketing et communication des marques, dans un écosystème global, adaptées au comportement des consommateurs dans un environnement omnicanal.
Ce module intègre les enjeux de sobriété numérique et de responsabilité sociétale dans l’ensemble des pratiques du marketing digital, en sensibilisant aux impacts environnementaux des infrastructures numériques et en questionnant l’éthique de la collecte et de l’utilisation des données personnelles. Les étudiants développent une approche de transformation digitale durable en arbitrant entre performance, innovation technologique et réduction de l’empreinte écologique, tout en respectant les principes d’accessibilité et d’inclusion numérique.
Rubrics
• Comprendre l’impact des TIC sur la stratégie de communication et de marketing des firmes.
• Acquérir une connaissance générale des moyens de communication via les TIC.
• Être capable d’arbitrer les différents leviers de communication, selon leur impact et leur efficacité, dans le cadre d’une stratégie de marketing digital.
Content : structure and schedule
Cours théorique illustré par des cas concrets et accompagné d'exercices pratiques.
Des cas concrets illustrent chacune des parties afin d’apporter une compréhension appliquée des concepts abordés dans un environnement économique réaliste (chiffres clés, investissements).
Transformation digitale :
- Comprendre le contexte de l’évolution des stratégies d’entreprises (remise en cause des business models, économie du partage, …).
- Tendances technologiques (chat bot, réalité augmentée / virtuelle, vocal, objets connectés, …).
Stratégie digitale :
- Le contexte et les étapes
- L’écosystème digital
- Le parcours client omnicanal
- Des stratégies de marques cross canal (web to store, store to web, digital in store).
Les moyens : les leviers du marketing digital :
- Le Référencement (SEO, SEA, SMO) : chiffres clés, formats, commercialisation, tendances.
- Le display desktop/mobile/social media
- Les achats en RTB et programmatique : chiffres clés, formats, commercialisation, tendances.
- Les autres leviers (affiliation, emailing, comparateurs) : chiffres clés, formats, commercialisation, tendances.
Travail de groupe
• Retail tour pendant la semaine, analyse de l’écosystème on et offline d’une enseigne -Observation, analyse et recommandations
Sustainable Development Goals
Education de qualité (4)
Travail décent et croissance économique (8)
Number of SDG's addressed among the 17
2
Learning delivery
synchrone
Pedagogical methods
1- Cours magistral
2- Coaching digital tour
3- Retail tour
4- Coaching confrontation on/off
5- Présentation des projets
Evaluation and grading system and catch up exams
The current academic regulations serve as the reference document.
If the final grade for a module is below 10 out of 20, a resit will be organized and will count for 100% of the final grade.
Any assignment submitted after the deadline will receive a grade of 0.
Grades may be adjusted individually based on participation, including unexcused lateness or absences, classroom behavior, etc., in the form of bonus or penalty points.
Punctuality and attendance are integral to the shared learning environment. They reflect respect for the instructors’ work, the group dynamic, the school’s standards, and the professional attitude expected of students.
Any unexcused absence for a half-day of class will result in a one-point deduction from the final grade of the relevant module. This penalty may also apply to any unexcused lateness. In cases of repeated lateness or absences, the number of points deducted may be increased to ensure the smooth running of the course.
Module Policies
The current academic regulations serve as the reference document.
Professor-Student Communication
● The professor will contact the students through their school email address (IMT-BS/TSP) and the Moodle portal. No communication via personal email addresses will take place. It is the student responsibility to regularly check their IMT-BS/TSP mailbox.
● Students can communicate with the professor by emailing him/her to his institutional address. If necessary, it is possible to meet the professor in his office or by videoconference by appointment.
Students with accommodation needs
If a student has a disability that will prevent from completing the described work or require any kind of accommodation, he may inform the program director (with supporting documents) as soon as possible. Also, students are encouraged to discuss it with the professor.
Class behavior
● Out of courtesy for the professor and classmates, all mobile phones, electronic games or other devices that generate sound should be turned off during class.
● Students should avoid disruptive and disrespectful behavior such as: arriving late, leaving early, careless behavior (e.g. sleeping, reading a non-course material, using vulgar language, over-speaking, eating, drinking, etc.). A warning may be given on the first infraction of these rules. Repeated violators will be penalized and may face expulsion from the class and/or other disciplinary proceedings.
● No delay is tolerated. Attendance will be declared on Moodle via a QR code provided by the teacher at each course start.
● Student should arrive on time for exams and other assessments. No one will be allowed to enter the classroom once the first person has finished the exam and left the room. There is absolutely no exception to this rule. No student can continue to take an exam once the time is up. No student may leave the room during an examination unless he / she has finished and handed over all the documents.
● In the case of remote learning, the student must keep his camera on unless instructed otherwise by the professor.
Honor code
IMT-BS is committed to a policy of honesty in the academic community. Conduct that compromises this policy may result in academic and / or disciplinary sanctions. Students must refrain from cheating, lying, plagiarizing and stealing. This includes completing your own original work and giving credit to any other person whose ideas and printed materials (including those from the Internet) are paraphrased or quoted directly. Any student who violates or helps another student violate academic behavior standards will be penalized according to IMT-BS rules.
Textbook Required and Suggested Readings
https://www.amazon.fr/Digital-Marketing-2020-Nicolas-Deroualle-dp-2914901240/dp/2914901240/ref=dp_ob_title_bk
https://www.amazon.fr/Grand-Livre-Marketing-digital-C3-A9d-dp-2100814478/dp/2100814478/ref=dp_ob_title_bk
https://www.amazon.fr/Marketing-digital-%C3%A9dition-Dave-Chaffey/dp/2326001524/ref=sr_1_1?
https://www.amazon.fr/Mesurer-lefficacit%C3%A9-marketing-digital-commerciales/dp/2100576593/ ref=sr_1_lmrnull_2?
https://www.amazon.fr/Marketing-digital-Sandrine-Medioni/dp/2100763571/ref=sr_1_3?
https://www.decitre.fr/livres/marketing-des-medias-sociaux-9782326002111.html
https://www.amazon.fr/Webmarketing-communication-digitale-communiquer-efficacement-dp-2311623540/dp/2311623540/ref=dp_ob_title_bk
Webographie
• http://marketingland.com (digital marketing)
• https://www.kissmetrics.com (performance)
• https://moz.com/blog (search)
• http://contentmarketinginstitute.com (content marketing)
• http://www.socialmediaexaminer.com (social media)
• https://www.kaushik.net/avinash/ (analytics)
• https://siecledigital.fr/ (digital)
• http://iletaitunepub.fr/ (advertising)
• http://lareclame.fr/ (advertising)
• http://www.usine-digitale.fr/ (digital)
• http://www.lsa-conso.fr/commerce-connecte/(retail ecommerce)
• http://www.journaldunet.com/ (digital)
• http://www.presse-citron.net/ (digital)
• http://www.blogdumoderateur.com/(digital)
• http://www.e-marketing.fr/ (digital marketing)
• http://www.strategies.fr/ (marketing communication media digital)
• http://www.frenchweb.fr/ (innovation)
• www.1min30.com (inbound marketing)
• http://www.scoop.it/u/ (veille-digitale)
• http://www.hubforum.com/ (innovation, retail, digital)
• …
e-learning
https://academy.exceedlms.com/student/catalog/browse (Google Academy) https://learndigital.withgoogle.com/ateliersnumeriques/courses (ateliers numériques Google) https://academy.exceedlms.com/student/path/8663-examen-de-certification-search-ads-360 (certification search-Google)
Keywords
Marketing, Digital, Transformation digitale, Référencement, RTB et programmatique, Affiliation, emailing, comparateur