Code
MPYF MKT 6431
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
L’acquisition de trafic qualifié est un élément essentiel en e-commerce. Il s’agit de générer un flux de visites quotidiennes suffisant pour alimenter l’activité du magasin sous contrainte de budget. Pour ce faire, les e-commerçants utilisent une palette de leviers marketing gratuits et payants qu'il faut savoir piloter et optimiser au mieux.
Les étudiants travailleront à l'élaboration d'un plan d'acquisition de trafic payant en s'appuyant sur la palette des leviers à disposition des trafic managers : SEO, SEA, display retargeting, affiliation, comparateurs de prix.
Ce module intègre les enjeux de sobriété numérique dans les stratégies d’acquisition en sensibilisant aux impacts environnementaux des leviers marketing digitaux (empreinte carbone du SEO, SEA, display, affiliation) et en questionnant l’utilisation éthique des données personnelles dans le respect du RGPD et des guidelines des moteurs de recherche. Les étudiants développent une approche de trafic management responsable en arbitrant entre performance commerciale et réduction de l’empreinte écologique, notamment par l’optimisation technique des campagnes et la limitation du tracking intrusif.
Rubrics
- Compréhension de la problématique de génération de trafic
- Connaissance des leviers de génération de trafic
- Optimisation de chaque levier en fonction de son fonctionnement propre
- Analyse des KPIs et pilotage global
Content : structure and schedule
Panorama des réseaux sociaux
Le rôle et les missions du Community Manager et du Social Media Manager
Élaborer sa stratégie de communication digitale sur les réseaux sociaux
La protection des données personnelles sur les réseaux sociaux
L’Advocacy Marketing
Développer son « personal branding »
E-COMMERCE
Fondamentaux du trafic Management
Mosaïque du trafic management
Trafic direct ou trafic « influencé » ?
Prospection ou fidélisation ?
Réflexion sur la mesure de la performance
Introduction à Google Analytics
Trends du trafic management
SEO
Définition & enjeux du SEO
Fonctionnement des moteurs de recherche
L’ère conversationnelle et les assistants
Indexation, positionnement, guidelines
Optimisation technique
Optimisation éditoriale
Optimisation du Netlinking
Des optimisations verticales
Pilotage du SEO
Cas d’optimisation SEO
Panorama des outils utilisés en SEO
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/ Introduction théorique et présentation des outils
2/ Cas pratique à appliquer en cours
3/ Expérimentation
Evaluation and grading system and catch up exams
The evaluation is based on several criteria: participation, engagement, course-related questions, practical applications, and a final pitch. The breakdown is as follows: 60% of the grade is based on individual work (course questions, applications), and 40% on group work (applications, final pitch).
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
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
Bibliographie
"Marketing à la performance - tome 1 et 2" - Livres Blancs IAB - téléchargeable sur iab.com
"Le Trading media" - Livre Blanc IAB - téléchargeable sur C
"Attribution, contribution et enjeux de la déduplication" - Livre blanc IAB - téléchargeable sur iab.com
« Réussir son Référencement Web » O Andrieu / éditions Eyrolles
« The art of SEO » Collectif / O'Reilly Media
« Search Patterns: Design for Discovery » Peter Morville, Jeffery Callender / O'Reilly Media
Webographie
Ad-exchange.fr : http://www.ad-exchange.fr/
Journal du net : http://www.journaldunet.com/ French Web : http://www.frenchweb.fr/ http://www.ccmbenchmark.com/ Abondance : http://www.abondance.com/
Google Webmaster Help : https://support.google.com/webmasters/?hl=fr Webrankinfo : http://www.webrankinfo.com/
Oseox : http://oseox.fr/
Keywords
Marketing, Acquisition, SEO, SEA, Netlinking, Moteur de recherche, Conversationnel, Traffic management, Community management.
Prerequisites
Bonne culture web, connaissance du webmarketing dans le contexte d’un site e-commerce, connaissance de la webanalyse