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.
Learning goals/Programme objectives
- LG3 Having the foundations of responsible and sustainable management
- LG4 Having access to different cross disciplinary management approaches and tools
Learning objectives/Intended learning outcomes
- 3.3 - Identify the boudaries of the discipline and possible cross-disciplinary connections
- 4.2 - Understand and employ cross-disciplinary concepts, knowledge, theories
- 4.3 - Apply cross-disciplinary management approaches and tools effectively and judiciously
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
- Contrôle continu : 50%
- Contrôle final : 50%
Dont évaluation individuelle : 60% (ajustement des notes d'études de cas en groupe selon l'implication et la participation individuelle des étudiants).
La note finale peut être ajustée selon la participation individuelle (retard en cours, absence non justifiée en cours, etc.).
CF2 : Étude de cas.
Rattrapage CF2 : En cas de non validation du CF2, une prolongation de scolarité pourrait être prononcée par le jury des études. La note est plafonnée à 12/20.
Module Policies
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 during office-hours or 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.
● The tolerated delay is 5 minutes. Attendance will be declared on Moodle during these 5 minutes 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